INITIAL PRESENTATION

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Managing Marketing ProcessesFall 2012

EverSpring (Group #1)

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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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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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“A BETTER EVERYDAY LIFE…”

IKEA i Verkligheten = IKEA in Reality

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“…FOR THE MANY PEOPLE.”

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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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ALMOST THERE…

Geographic & Cultural expansion to reach “everyone everywhere”

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STRUMPAN

• Use competencies of functional, design, mass production

• Current textile manufacturing capabilities

• Wool, colors (single, multi), reversible, everyday, dress, sock slipper, baby socks

THANK YOU

ANY QUESTIONS?

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