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1.Introduction 1.1Background This report is the further report based on the initial report of Australian furniture retailing industry. Here, it will be mainly focus on one of the distinguished company in Australia - IKEA - operates in the furniture retailing industry. Meanwhile, it will attempt to analysis the marketing mix of two specific segmentations that be emphasized by IKEA's marketing strategy. 1.2Scope This report is talking about two market segmentations of IKEA and its current …

…have different behaviour; therefore, IKEA provides different marketing mix to satisfy these two groups of customers. This report clearly examines the importance of segmentation to the whole customers and potential customer for a company. It supports marketers concentrate on the target customer and establishes some beneficial programs to those customers. Meanwhile, the marketing mix helps marketers analysis the characteristic that one group of people has and plan effective methods that exert in the target customers.