Understanding and tracking its competitors allows IKEA to learn from its competitors' mistakes. It’s also an opportunity for them to discover strategies that have worked for their competitors and apply them to their own business. Learning from competitors also leads to the discovery of new opportunities in the market; Companies often find new markets for a product or service from their competitors. IKEA's competitors include Wal-Mart, Amazon, Ashley Furniture Store, and KIKA. Wal-Mart had an impressive $485 billion in revenue in 2015. The company serves 27 countries, including the United States and Mexico. Wal-Mart's strengths include experimentation (with little or no risk), demanding lower prices from suppliers, achieving economies of scale, using resources more efficiently, and achieving more profits. One of Wal-Mart's weaknesses, however, is the number of lawsuits - labor-related - that it continually faces. Former employees have accused the company of mistreatment and discrimination. These accusations have damaged Wal-Mart's reputation over the years; people now think twice before accepting a job at Wal-Mart. Another weakness is Wal-Mart's high employee turnover; the need to train employees is high and therefore costly (Walmart SWOT Analysis, 2015). Amazon, on the other hand, is a company whose main focus is e-commerce. Amazon's strategy is