... target market but simultaneously maximises the performance of the organisation. McCarthy identified 4 variables that can make up the marketing mix. 2.1 Product IKEA offers a wide range of home furnishing items of 'Scandinavian light and fresh, yet unpretentious design' that is perceived as modern and stylish. Other characteristics of the augmented product are that there is relatively less customer service, customers have to assemble, retrieve and transport the goods themselves. According to Handy this serve-yourself philosophy saves labour in the core and is the forth group of people that contribute to an organisation. Source: Mullins As well as tangible products, IKEA also provides additional services such as roof-racks, children's play areas, adequate parking facilities and Swedish restaurants. The products are high in quality and are functional covering all areas in the home. They are practical and simple to use, so are appropriate for everyday use. There is a wide range of products ...

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