• IKEA VISION: To create a better everyday life for many people.• IKEA MISSION Statement: To offer a wide range of well-designed and functional home furniture at such low prices that possible people will be able to afford them.• IKEA employee MISSION:'To acquire the knowledge necessary to develop oneself and skills so that work and life become more meaningful.'• IKEA market positioning:Your partner for a better life. We do our part, you do yours. Together we save money.2.2 Goals and Objectives• Produce affordable products for customers.• Better life for those who cannot afford expensive products• Ensure that the customer finds what they are looking for in the store.• Always low prices2.2.1 SWOT Analysis: • Strengths: Powerful brand image Swedish design Wide range of products and styles Affordable/affordable Furniture is easy to ship and assemble Strong global sourcing capabilities Extra facilities: Restaurant and daycare facilities • Weaknesses: Relatively few locations Layout of the store - Problems for those looking only for specific items.Swedish design may not appeal to the American marketFurniture is not built to last a lifetimeAdvertising does not appeal to young people.Assembling furniture yourself may not appeal to certain groups of consumers.• Opportunities: Educate consumers through IKEA advertising.IKEA can expand into markets in many other different parts of the world. Increase in online presence and sales via the Internet (e-commerce). Take advantage of popularity among university students to attract potential young people. Different types of stores, such as outlets or high-end labels. • Threats: Indirect competition from Walmart, Home-Depot, Pier. The glo...... middle of paper ......and drilling and banging in progress.” This is the testimony of one of the winners of the IKEA competition, who lived in the store for three days. What better way to build awareness and loyalty for the IKEA brand than getting people talking about you? The blue and yellow brand creates history in people's minds, thrilling them with its extraordinary and extravagant stunts. IKEA creates an emotional bond between its products and shoppers. • Swedish heritage: IKEA has built its reputation around what it means to be “Swedish.” Sweden stands for perfectionism, security and “a better life for all”. This meaning is well linked to the products and accentuated by naming the items with Swedish and Scandinavian names.• Lifestyle: IKEA sells the whole concept linked to a lifestyle. A world of people with sophisticated taste and aware of the latest and best trends and designs.