1.Based on IKEA brand,

1, develop a segmentation table for 2 different market segments

2, decide which is the target market and justify the choice of the target market.

2.Positioning map

3, Define the 2 characteristics for the x-axis and y-axis

4, Find 4 other relevant competitors and plot them to the positioning map

MARKET SEGMENTS FOR IKEA First-Home Owners Small-business Owners Home Improvers Geog Urban and sub-urban Geog Urban Geoa Urban and sub-urban areas. Demoa 25-35 of age Demoa Small business Demoa 30- 60 of age Middle income onwers/ startups Middle income group White collar group Single or with profession With family and family children White-collar White-collar profession profession Psychoq Minimalist Psychoq Professional Psychoq Hands-on Wants the full . Simple and experience house-reno minimalist Build yourself experience experience Beh Seek for Beh Seek for functional Beh Seek for solutions convenience and and space saving High loyalty status functional house items items Budget friendly Variety seeking behavior Aesthetically pleasant