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...Conversion Report of Tesco Reference The report is prepared for Chief Marketing Manager, Tesco, Plc. UK, and highlights its competitive advantage against the study of SWOT analysis of its main competitor, IKEA. Introduction In the contemporary environment of globalization and technological advancements, the business across globe is becoming fiercely competitive. The various contextual factors like technology, environment, socio-economic issues, globalization etc have become major elements of competitive advantage that firms need to identify for informed decision making. Indeed, SWOT analysis, porter’s five force analysis etc are important marketing tools that equip the businesses... ? Business SWOT...