Mission Statements

last updated 2005 Sept 26
see also GOPST - Goals, Objectives, Plans, Strategies and Tactics
www.witiger.com/ecommerce/GOPSTSWOT.htm
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For the students of Prof. W. Tim G. Richardson, Toronto, Canada

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MISSION  STATEMENTS according to Wong et al in the MRK 106 text

Mission Statements - "an organizations basic purpose of being" It orients the company - it supplies guidelines for senior managers when they are facing difficult problems or tackling new marketing situations Mission Statements can change  - they may have to be adapted as new marketing situation arise, eg. Honda's switch from motorcycles to cars to SUVs, Mark's Workwearhouse, changed from focusing on Men's work clothes, to women's leisure clothes see  www.stfrancis.edu/ba/ghkickul/stuwebs/btopics/works/mission.htm  by Leann Cardani of St. Francis University "Creating a mission is one of the first actions an organization should take. ...By defining a mission an organization is making a statement of organizational purpose.

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GOALS vs MISSION  STATEMENTS

Sometimes companies also have Mission Statements in addition to a Goal. One of the big differences between a Mission Statement and a Goal is that a Mission Statement is often worded in such a way that it can be used in advertising and P.R. For example - the corporate Goal might be  "To be the largest forest products company in Canada"  the Mission Statement might be  "Contributing to our Environment, through Responsible Harvesting".  They don't like to convey the image of "cutting down trees", so they use a euphemistic phrase "harvesting". WTGR

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GOPST explained GOALS

Goals-- Goals are the ultimate thing you want to achieve. Usually a Goal is a single thing, but in some cases it can be two things. If there are more than three Goals - then maybe they aren't Goals, but rather Objectives. Goal are the statements that a company uses to motivate employees and statements used to judge and measure challenges that you face.  Goals are supposed to be what you end up with , if you have achieved your objectives. Excellently worded goals should include statements indicating something that can be accomplished from Objectives that are met. Examples:  To be the largest on-line cosmetics retail site on the planet.

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Vision vs Mission statements

Some people get a vision statement confused with a mission statement. "A vision statement pushes the association toward some future goal or achievement, while a mission statement guides current, critical, strategic decision making," (Drohan, 1999).

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