IKEA’s Marketing The vision of IKEA is “to create a better everyday life for the many people.” IKEA’s vision goes far outside of just providing home furnishings, but to “create a better everyday for all people impacted by our business.” The company’s goal and mission is “to offer a wide range of well-designed, functional home furnishing of products at prices so low that as many people as possible will be able to afford them.” (IKEA website, 2015). IKEA’s products, services and attributes bring value proposition by providing products and services at a low cost then its competitors as its highest priority, well-designed modern furniture to a mass group of consumers through a distinctive shopping experience then its competitors. Not only do they provide affordable home furnishings, they make consumers shopping experiences in their retail warehouse a unique experience. They showcase and market their products by having consumers walk through a path in their retail store displaying all their products in realistic home setups first before they go to their warehouse to pick up their products for purchase. IKEA provides a one stop shop for consumers by providing daycare services while consumers shop and they provide a cafeteria with a select variety of food options at a low cost. (IKEA website, 2015).

IKEA’s marketing communication strategy is to build customer relationships to get a better perspective on how to meet and understand customers needs. IKEA’s market strategy is to understand their customer wants and needs and adapt to meet them. They also provide a diverse line of products with stylish designs which make the company unique to the market. IKEA has built a great product image where