HE BASIC PRINCIPLES OF QUALITY ASSURANCE OF THE COMPANY «IKEA». EVALUATION «HOFF» OPPORTUNITY TO COMPETE WITH THE COMPANY «IKEA»

The article describes the basic principles of "Ikea" to ensure the quality of the company's products. The possibility of competing domestic company "Hoff" with a foreign representative, by analyzing the strengths and weaknesses. The article also presents the results of a consumer survey on the quality of products of these companies on the basis of which the conclusions about positioning methods and promoting "Hoff" and "Ikea". The ways to improve the competitiveness "Hoff" domestic company.