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):
1. 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?


2. 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
Purpose of the Marketing Plan
Part 2: Situational Analysis