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.
Company Background
| Name | IKEA International Group |
| Logo |  |
| Industries served | Retail |
| Geographic areas served | Worldwide |
| Headquarters | Netherlands |
| Current CEO | Mikael Ohlsson |
| Revenue | € 27.628 billion (2012) |
| Profit | € 3.202 billion (2012) |
| Employees | 139,000 (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. |
Mission
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.” |
| Evaluation | ||
| Does it include…? | ||
| Customers | Products/ Services | Markets |
| Yes | Yes | No |
| Technology | Concern for survival | Philosophy |
| No | No | Yes |
| Self-concept | Concern for public image | Employees |
| Yes | No | No |
| Does it mention values like…? | Customer or product-oriented? | |
| Citizenship | Teamwork | Customer-oriented |
| No | No | Score |
| Excellence | Integrity | |
| No | No | 2.0/4.5 |
(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)
Overview
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.
Sources
- IKEA (2013). About IKEA. The Ikea Way. Available at: http://www.ikea.com/ms/en_US/about_ikea/the_ikea_way/our_business_idea/