Mission statement of IKEA

| September 14, 2013

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.