Segmentation Demographic : Indonesia is a countries with the biggest four citizen in the world. Based on BPS,(Indonesia census statistic organization) shown that the population of Indonesian citizen reaches 237.6 million people. In 2010, Netizen in Indonesia also increased 27% in urban area and 8% in suburban area . With the huge number of citizen and netizen in Indonesia, Indonesia can be a new huge market for IKEA expansion.Geographic: Even though Indonesia was a large country but the status of Indonesia still developing country it is suggested that IKEA pursue a market in Jakarta, Bandung and Surabaya which is the metropolitan city of Indonesia. These segments are more likely to be familiar with IKEA brand and have the purchasing power for current IKEA product. Psychographic : Indonesia citizen who live in minimalize style of architecture residential area and apartment Gender: male and female