Business and Marketing Communication

Running head: BUSINESS AND MARKETING COMMUNICATION
Business and Marketing Communication
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Table of Contents
Task 1...............................................................................................................................................2
History.........................................................................................................................................2
Organisational Structure..............................................................................................................2
Mission and Vision Statement.....................................................................................................3
Values of the company................................................................................................................3
Product Portfolio..........................................................................................................................4
Task 2...............................................................................................................................................5
Task 3...............................................................................................................................................7
Task 4...............................................................................................................................................9
Task 5.............................................................................................................................................11
Task 6.............................................................................................................................................12
Task 7.............................................................................................................................................13
Recommendation based on the analysis....................................................................................14
References......................................................................................................................................16

Task 1
History
IKEA has been recognised as a company that is based in Netherland. The multinational
group was founded by Swedish businessman Ingvar Kamprad on 28th July, 1943. Back when the
company was founded, Ingvar Kamprad was just 17 years old and worked as a carpenter. Ingvar
Kamprad was listed on Forbes magazine as one of the top 10 richest people in the world in 2015.
The company has been able to achieve a multinational strategy while operating in the retail
industry offering kitchen furniture, accessories and appliances to the consumer community. Now
the company serves approximately 423 location globally and it intends to expand further
(Ikea.com, 2019).
Organisational Structure
The organisational structure of the company has been incorporated in a global scale. It
has been found that various companies operate the trademark of IKEA. The organisation
structure that has been adopted by IKEA help in terms of development of the activities with the
numerous franchises that the company has under it. Apart from the latter, the organisational
structure that is maintained by the company is Hierarchical in nature and the latter has been
deemed to be the shortcoming of the company there exists little to no communication between
the different levels in the company.

Figure: Organisational Structure of IKEA
(Source: Ikea.com, 2019)
Mission and Vision Statement
It has been found that the vision of the company is to help people create and experience
utility in their everyday activities. The mission of the company is to realise the vision by the
delivery of good quality products at low prices so that people from all income groups can afford
them (Ikea.com, 2019). The objectives of corporate governance and sustainability of the
company can be achieved through the help of the vision statements and incorporating the same
within the organisational culture of the company (Ikea.com, 2019).
Values of the company
There are certain principles and values that catered to by the company while they are
operating in the organisation that is deemed to be effective in terms of development of the
organisational competency. Following are the values of the company;
a. Togetherness
b. Being cost-conscious
c. Renewability and continuous improvement
d. Responsible business
e. Sustainable mind-set through CSR and environment sustainability.
f. Leading by example
g. Maintaining Simplicity in activities (Ikea.com, 2019).