For this Assignment, you will analyze how these five forces have affected the success of three companies and consider how these companies have been able to gain a competitive advantage.

To prepare:

• Review Chapters 13, 14, and 16 of your course text.
• Next, compare and contrast the global competitive and comparative advantages that Volkswagen, Lego, and IKEA have held in the past 20 years.

Assignment: Present your thoughts on Volkswagen, Lego, and IKEA. In your presentation:

• Explain the extent to which the five forces model accounts for the progress and success of these companies.
• Analyze the strategic aspects of advertising and direct marketing that address those forces effects upon these companies global presence.
• Explain how these companies have positioned themselves to acquire and maintain a competitive advantage.