Question: 1.Based on the given brand, a. develop a segmentation table for 2 different market segments b. decide which is the target market and justify the

1.Based on the given brand,

a. develop a segmentation table for 2 different market segments

b. decide which is the target market and justify the choice of the target market.

2.Positioning map

a. Define the 2 characteristics for the x-axis and y-axis

MARKET SEGMENTS FOR IKEA First-Home Owners Small-business Owners Home Improvers Geog Urban and sub-urban Geog Urban Geog Urban and sub-urban areas. Demog 25-35 of age Demog Small business Demog 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 Psychog Minimalist Psychog Professional Psychog 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

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