Is IKEA's targeting strategy concentrated or undifferentiated?

IKEA's targeting strategy is primarily undifferentiated, as it aims to appeal to a broad audience by offering affordable, functional, and stylish furniture for a wide range of consumers. The company focuses on mass-market appeal, designing products that cater to diverse tastes and needs while maintaining cost-effectiveness. However, IKEA also tailors some offerings to specific markets or Demographics, indicating a slight element of market segmentation. Overall, the emphasis remains on creating a universally accessible brand.