The document appears to be a presentation about IKEA's mission statement and efforts to improve it. It analyzes IKEA's current mission statement, noting its focus on customers, value creation, market scope, and core competencies. It then discusses IKEA's vision of creating a better everyday life for many people. The presentation proposes ways to make the mission statement more specific, increase its focus on product quality and sustainability, and reflect additional product lines. It also notes IKEA's goal of geographic and cultural expansion to reach more customers worldwide.

1. INITIAL PRESENTATION
Managing Marketing Processes
Fall 2012
EverSpring (Group #1)
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2. IKEA
• Business-to-Consumer, Fortune 500 Multinational,
Product
• “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.” (1)
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3. WHAT THE MISSION STATEMENT CONVEYS
• Customer Focus
– Price
– Function/Design
• Value Creation
– Low Price
– Mass Sales
• Market Scope
– Everyone and Everywhere
• Core Competencies
– Manufacturing/Distribution
– Design/Innovation
• Guiding Values
– Increase people’s quality of
life
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4. “A BETTER EVERYDAY LIFE…”
IKEA i Verkligheten = IKEA in Reality
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5. “…FOR THE MANY PEOPLE.”
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6. OUR IDEAL MISSION STATEMENT
• Improvements & Inspiration in
the Mission Statement
– Being more specific about the
target group
– Increase the focus on the
quality of the products
– Emphasize the actions towards
sustainability
– Adjust the statement to
incorporate other product lines
such as bathrobes, office
furnishings
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7. ALMOST THERE…
Geographic & Cultural expansion to
reach “everyone everywhere”
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8. STRUMPAN
• Use competencies of
functional, design, mass
production
• Current textile
manufacturing capabilities
• Wool, colors (single, multi),
reversible, everyday, dress,
sock slipper, baby socks
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9. THANK YOU
ANY QUESTIONS?
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