The document analyzes and compares the vision and mission statements of IKEA, Burger King, and Coca-Cola. For IKEA, the summary states that its vision and mission statement lack clarity and specificity about the products sold, target customers, and market position. Burger King's vision statement clearly establishes its objective of global market leadership through franchising and selling quality burgers. Its mission focuses on reasonably priced, quality food served quickly in clean surroundings. Coca-Cola's detailed vision statement guides decisions across six areas, while its mission focuses on refreshing customers but lacks clarity on target customers and products.

1. ANALYSIS OF VISION AND MISSION STATEMENTS:
IKEA is a globally well-known brand of smart and less costly furnishing products. The IKEA
product range has 3 unique qualities which might be affordability, durability and design.
Mission & Vision:
“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.”
IKEA’s vision statement serves the purpose of both the mission and vision statement. However,
the mission is very broad but it does not specifically talk of things like merchandise, customers or
other crucial elements related to the business and the corporation like the company culture,
financial strength and the competition. Whether a vision or a mission, it has to be unique enough
to direct the business strategy and to assist the managers with decision making. So, I think IKEA’s
vision and mission is not precise and clear enough. The mission statement here is lacking the
explanation of purpose of the existence of the company and the vision should talk about how IKEA
will move forward towards its future. The mission statement of IKEA should have included the
product they sell, the segment of customer that they focus on and the market position that they
hold. What IKEA actually does is creating better homes by selling good quality products at
affordable rates. So I think IKEA should look into these aspects to make their vision & mission
more specific and realistic.

2. Burger King is an American global chain of hamburger fast food restaurants.
Vision:
“to be the most profitable QSR business, through a strong franchise system and great people,
serving the best burgers in the world.”
Burger King’s vision statement is very specific and clear. They have precisely mentioned their
objective which is to achieve the leading position in the fast food business. They grow their
business by the system of franchising. Thus, Burger King’s vision statement establishes the nature
of the business and its direction toward global market leadership.
Mission:
“offer reasonably priced quality food, served quickly, in attractive, clean surroundings.”
The mission statement of burger king indicates the outputs that are expectable from the
organization. The mission statement shows that the company uses market-based. However, Burger
King’s main selling point is the quality of its food and service. So, the surroundings do add to the
ambiance that keeps customers coming back to Burger King. These characteristics are mostly
consistent in all of the company’s restaurants around the world. Thus, Burger King’s mission
statement establishes the basics for pricing, quality, and facility design for the business.

3. Vision:
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy
people’s desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create mutual,
enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
Profit: Maximize long-term return to share-owners while being mindful of our overall
responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
The vision statement of Coca Cola is very detailed. The six P’s in its mission statement. guide its
everyday decisions and every aspect of its business. It describes what the company needs to do to
achieve sustainable and quality growth.
Mission:
“To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness
through our brands and actions. To create value and make a difference.”

4. The mission is focused at the products that Coca Cola makes. It talks about creating a positive
value and making a difference. There are several things that are not clear from the mission
statement of Coca Cola. First, it is not clear who its customers are. Second it is not clear what its
products are. Thirdly, it does not clarify what kind of difference it truly is trying to make. The first
line hints at the global market and the size of Coca Cola’s market. A strong mission statement
focuses on all these aspects.