IKEA Segmentation, Targeting and Positioning:

Targeting Cost-Conscious Customers

Posted on October 30, 2017 by John Dudovskiy
IKEA segmentation, targeting and positioning involves a set of consequent marketing
decisions that constitute the core of company’s marketing strategy. Segmentation refers to
dividing population into groups on the basis of their common traits and characteristics.
Targeting involves choosing specific groups identified as a result of segmentation as
consumers for the brand.

Positioning implies the selection of the marketing mix the most attractive to the target
customer segment. There are various types of positioning such as mono-segment, multi-
segment, standby, anticipatory, imitative, adaptive, defensive and stop-gap types of
positioning. IKEA uses mono-segment type of positioning and accordingly, makes an appeal
to the needs and wants of single customer segment that are cost-conscious and prefers to get value for money.

The following illustrates IKEA segmentation, targeting and positioning:

 IKEA segmentation, targeting and positioning

IKEA Group Report contains a full analysis of IKEA segmentation, targeting and positioning and IKEA marketing
strategy in general. The report illustrates the application of the major analytical strategic frameworks in business
studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on IKEA. Moreover,
the report contains analyses of IKEA leadership, organizational structure and organizational culture. The report also
comprises discussions of IKEA business strategy and addresses issues of corporate social responsibility.

[1]According to Cross Cultural Consumer Characterization by Young & Rubican

To Japan from IKEA Marketing ผ่อนเพียง 4,900 บ. / ด. Apple Segmentation,
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