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The only real way they are differentiated is by the clothes and household range that they sell. They also sold the cheapest portable DVD player known on the market at ?9.98. Otherwise they are very similar to the other leading chains.
Ikea however will offer completely different products to other businesses in their market...
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They offer specialised products that they can charge more for because they are wanted by the consumer and they are the best value for money. MFI are Ikea's major competition, in the market but because they specialise in kitchens, Ikea will always make a bigger profit as they have a bigger product differentiation...
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A proposal for a new market strategy for the Thomas Burberry London perfume range
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