Segmentation, Targeting and Positioning of Ikea's Billy Bookcase

Running Head: STRATEGIC MARKETING MANAGEMENT
STRATEGIC MARKETING MANAGEMENT
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1STRATEGIC MARKETING MANAGEMENT
Segmentation
Geographic
The geographic segmentation of Ikea is mainly focused on the urban areas mostly in
Europe and the United States. However, currently Ikea is looking to expand its business in the
Asian and Australian market as well.
Demographic
People belonged to the age group of 22 to 60 or above are considered to be the potential
target customers of Ikea. There is no gender discrimination that the organisation follows. Both
male and female customers are marked as the core customers of Ikea. For the Billy Bookcase,
most of the customers are from bachelor to married couples. Most of them are associated with
the profession of students, employees or freelance professionals.
Behavioural
The customers are hard-core loyal and pursuing towards the cost-effective benefit that I
one of the most essential features of the Billy Bookcase. In fact, from the context of personality
of the customers it can be stated that they are looking for creative design and determined to
purchase product with benefits like using multipurpose bookshelf.
Psychographic
The customers are belonged to the middle and upper class with a lifestyle of explorer and
mainstreamer. Therefore, it is very crucial for Ikea to develop and promote the product properly
so that it will attract the customers properly.