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Organization Mission Statement

For larger firms this may already exist in a public way (e.g., found in annual report, found on corporate website) but for many others this may need to be formulated.
The organization mission statement consists of a short, finely-honed paragraph that considers the following issues (Length: 1 paragraph):

  • Identifies a stable (i.e., not dramatically changing every year), long-run vision of the organization that can answer such questions as:
    • Why is the company in business?
    • What markets do we serve and why do we serve these markets?
    • In general terms, what are the main benefits we offer our customers?
      • e.g., a low price software provider may state they offer “practical and highly affordable business solutions”
    • What does this company want to be known for?
    • What is the company out to prove to the industry, customers, partners, employees, etc.?
    • What is the general corporate philosophy for doing business?
    • What products/services does the company offer?
  • In developing the vision presented in the mission statement consider:
    • Company History
      • How company started and major events of the company, products, markets served, etc.
    • Resources and Competencies
      • Consider what the company currently possesses by answering the following:
        • What are we good at?
        • What is special about us compared to current and future competitors (in general terms do not need to mention names)?
        • What do we do that gives us a competitive advantage?
      • Consider the questions above in terms of:
        • people, products, financial position, technical and research capabilities, partnership/supply chain relations, others
    • Environment
      • Consider the conditions in which company operates including:
        • physical (e.g., facilities), equipment, political regulatory, competitive, economic, technological, others
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1 Comment

  1. Annie makes this comment

    October 12, 2010

    I have been struggling to get interest in my website taking note of the adage, If you fail to plan you plan to fail. I didn't know where to start with a marketing plan. Thank you so much.

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