This is IKEA International Group mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.
|Name||IKEA International Group|
|Geographic areas served||Worldwide|
|Current CEO||Mikael Ohlsson|
|Revenue||€ 27.628 billion (2012)|
|Profit||€ 3.202 billion (2012)|
|Main Competitors||Argos, Ashley Furniture Home Stores, B&Q, Bob’s Discount, John Lewis, Pier 1 Import, Rooms To Go and many other companies.|
IKEA mission statement 2013
IKEA’s mission and vision are the same statements:“At IKEA our vision is to create a better everyday life for the many people. Our business idea supports this vision by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”
|Does it include…?|
|Technology||Concern for survival||Philosophy|
|Self-concept||Concern for public image||Employees|
|Does it mention values like…?||Customer or product-oriented?|
(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)
IKEA’s mission has scored 2 points out of 4.5, which means that the company did a poor job creating its mission statement. The statement lacks 5 components: markets, technology, concern for survival, public image and employees. It doesn’t mention any values that are used in our evaluation and doesn’t address any stakeholders except customers. IKEA’s mission is customer-oriented, which means that the company is focused on satisfying customers and solving their problems. The biggest problem with company’s mission is that it’s also used as a vision, which is a different statement having its own purpose. Therefore, IKEA should create a separate mission statement, which should address many more stakeholders and provide information about all 9 components in it. Currently, the statement poorly communicates IKEA’s core purpose or ‘reason for being’ to its stakeholders.
- IKEA (2013). About IKEA. The Ikea Way. Available at: http://www.ikea.com/ms/en_US/about_ikea/the_ikea_way/our_business_idea/