There are many challenges that the company has to face, the first is cultural. Cultural differences in countries usually, including social structure, religion, language, education and so on. These differences have important implications for marketing strategy. The most important aspect of cultural differences is probably the impact of tradition. As we know, different countries differ in language. It makes it difficult for employees to interact with customers. This is the only way the owner overcomes cultural challenges. Besides that, the owner also did a lot of market research in terms of lifestyle, cultural differences, size of products in the house and customer behavior. The second concerns the challenges to be conquered in the foreign market. There are many issues and challenges that need to be emphasized by the owner before making the decision to open the market abroad and make the business global. The first is that our market will compete with more established brands. This is because IKEA is not just a furniture company in the world, there are many furniture companies that already have a bigger market such as Home Depot, Seamens, Sears, B&Q, John Lewis, Argos and many more. Most competitors deal in the same merchandise as IKEA. Therefore, the competition to conquer the foreign market has increased. There are many strategies that the owner must adopt to ensure that the product can enter the foreign market as well. One of their strategies is promotion strategy, pricing strategy, product strategy and positioning strategy. There are many differentiations between IKEA and other furniture companies based on advertising. Advertising plays an important role in introducing the product and brand to ensure that all customers recognize their product. The... center of the card... a fairly standardized approach across the world. Ikea uses large stores with numerous showrooms to present its products to customers, which is why IKEA stores are located in less expensive areas. For example, in Japanese, IKEA first introduced a mega store with 10,000 product lines supported by 2,200 parking spaces, a child care area and one of the largest restaurants in Tokyo and the new store attracted a lot of attention and in the first four hours 15,000 people passed through its door which is located in the Funabashi area. Although the store is located on the outskirts of the city, but it offers IKEA the real opportunity to build large stores and save on land rent, thus lowering effective costs and keeping service prices low, it still leaves room for Ikea to educate your customers and possibly train them to assemble furniture themselves in the future.