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Case 10.2 IKEA - BrandonTucker October20,2009 Case10.: 1...

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Brandon Tucker October 20, 2009 Case 10.2 IKEA’s Leksvik and Klippan Sofas: Coming to a Living Room Near You 1. Is IKEA’s targeting strategy concentrated or undifferentiated?  Explain. Answer:   IKEA is using the undifferentiated strategy, trying to appeal to all  consumers no matter the income level.  They furnish their stores with cost  efficient and stylish products to attract the higher income bracket level customers  as well as keep their current mainstream income level customers.  2. Which of the variables for segmenting consumer markets is IKEA using, and why  are these variables appropriate? Answer:   First, IKEA  using the undifferentiated strategy is successful in  targeting a large range of customers that are all after the same thing.  In this  case it is furniture that is well built, but cost effective.  Secondly IKEA must  continue to identify the single marketing mix that satisfies all of their customer 
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