The mission statement of any company speaks directly to the products and services that the company will provide to its consumers. A mission statement does not review the vision of the company but when held against it the mission statement must be clearly in agreement with the vision statement. A Mission statement may define the purpose or broader goal for being in existence or in the business. It serves as an ongoing guide without time frame.
The mission statement should be a clear and succinct representation of the enterprise's purpose for existence. It should incorporate socially meaningful and measurable criteria addressing concepts such as the moral/ethical position of the enterprise, public image, the target market, products/services, the geographic domain and expectations of growth and profitability (Mission (http://www.businessplans.org/Mission.html)."
The intent of the mission statement should be the driving force behind any company strategic decision making process.
The mission statement should say it all in a nutshell while incorporating the desired company values into its general area of meaning. The following are examples of some mission statements by well-known companies that define the meaning of mission statement.
Mary Kay Cosmetics
To give unlimited opportunity to women."
Wal-Mart
To give ordinary folk the chance to buy the same thing as rich people."
Walt Disney
To make people happy."
Although it is commonly perceived that these are slogans rather than mission statements, the reality is that the simple nature of these statements make them ideal mission statements. This is evidenced by several factors, each of these statements provides an implicit goal for these companies that goes beyond profits, growth or any other nebulas factor, but rather focuses at a core level what these companies define themselves by. These mission statements are long-term in nature and targets what employees themselves feel captures the essence of their business.
Analysis
The Disney mission statement is a classic example of what a mission statement can set the stage for within a company. The mission statement incorporates the vision of the company and adds the method by which it plans to fulfill that vision.
Disney's mission statement is simply "to make people happy!." This vision statement, although very short goes into the heart of what the company prides itself on. As a roadmap to the future of the organization, it simply means that anything Disney does will move it closer towards giving people happiness and joy. Also at its core, this mission statement explains precisely what differentiates Disney from all other companies in the world. it's only focus in all of its acquisitions, adventure parks, television shows, etc. is to make people happy. In effect this simply statement is the justification for why Disney as an organization continues to exist.
The employer dedication of the mission statement provides the world with the understanding that the company plans to value its workforce and treat its employees with respect. This is an important factor to consider when making a mission statement in light of the many critical groups that are currently working to attack large corporations like Wal-Mart.
Overall, the mission statement of Disney is an excellent example of how mission statements should be constructed. While it does not have a substantial amount of detail, it cuts to the very core of what Disney plans to do with every decision. It also reduces the value addition of the company into one easy statement that anyone can understand and appreciate. More than anything else, it provides a triumphant summary of an entire organization's philosophy in five words.
Summary
The mission statement is a statement that provides a hint of how the vision statement will be attained. It allows the company to place actual values and priorities on the methods the company plans to use to bring the vision statement and image to completion.
It is flexible in the sense that it can be changed however, it is better to provide a mission...
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