Mission Statement Analysis
A mission statement is a statement of the purpose of a company, organization or person, its reason for existing.
The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides "the framework or context within which the company's strategies are formulated." It's like a goal for what the company wants to do for the world. [1]
Contents[edit]
Effective mission statements start by cogently articulating the organization's purpose of existence.
Mission statements often include the following information:
Aim(s) of the organization
The organization's primary stakeholders: clients/customers, shareholders, congregation, etc.
How the organization provides value to these stakeholders, for example by offering specific types of products and/or services
A declaration of an organization's sole core purpose. A mission statement answers the question, "Why do we exist?"
According to Bart,[2] the commercial mission statement consists of 3 essential components:
1. Key market – who is your target client/customer? (generalize if needed)
2. Contribution – what product or service do you provide to that client?
3. Distinction – what makes your product or service unique, so that the client would choose you?
Examples of mission statements that clearly include the 3 essential components:
For example:
McDonald's - "To provide the fast food customer food prepared in the same high-quality manner world-wide that has consistent taste, serving time, and price in a low-key décor and friendly atmosphere."[citation needed]
Key Market: The fast food customer world-wide
Contribution: tasty and reasonably-priced food prepared in a high-quality manner
Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere.
Courtyard by Marriott - "To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as
The mission statement should guide the actions of the organization, spell out its overall goal, provide a path, and guide decision-making. It provides "the framework or context within which the company's strategies are formulated." It's like a goal for what the company wants to do for the world. [1]
Contents[edit]
Effective mission statements start by cogently articulating the organization's purpose of existence.
Mission statements often include the following information:
Aim(s) of the organization
The organization's primary stakeholders: clients/customers, shareholders, congregation, etc.
How the organization provides value to these stakeholders, for example by offering specific types of products and/or services
A declaration of an organization's sole core purpose. A mission statement answers the question, "Why do we exist?"
According to Bart,[2] the commercial mission statement consists of 3 essential components:
1. Key market – who is your target client/customer? (generalize if needed)
2. Contribution – what product or service do you provide to that client?
3. Distinction – what makes your product or service unique, so that the client would choose you?
Examples of mission statements that clearly include the 3 essential components:
For example:
McDonald's - "To provide the fast food customer food prepared in the same high-quality manner world-wide that has consistent taste, serving time, and price in a low-key décor and friendly atmosphere."[citation needed]
Key Market: The fast food customer world-wide
Contribution: tasty and reasonably-priced food prepared in a high-quality manner
Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere.
Courtyard by Marriott - "To provide economy and quality minded travelers with a premier, moderate priced lodging facility which is consistently perceived as