Abstract
Nowadays, customers are more and more demanding and seek the best product that fits their needs and likes. Marketers also have been forced to face up to fast changes and trends. Besides, a company cannot answer to all consumers' needs so it has to choose whom its product or service will address. The aim of the report is to highlight segments of importance in marketing through theory and examples. We have chosen two big companies involved in the same industry: home furnishing products. These companies are in competition in the same market because both provide home furnishing, decoration and home equipment at a lower price. However, both the companies have two different ways of segmentation and their strategies are different. The first is the Swedish company IKEA and the second is the French company CONFORAMA from PPR multinational. In this report, we will first define the main concepts about marketing segmentation in order to see the importance of segmentation. Then, we will show how big companies such as IKEA and the French competitor CONFORAMA answer to consumers and what are their own segments.
