QS Study

Mission: Defines the fundamental purpose of an organization or an enterprise, succinctly describing why it exists and what it does to achieve its vision. For example, the charity above might have a mission statement as “providing jobs for the homeless and unemployed”.

The setting of organizational objectives is the starting point of managerial actions. An organization’s end results for which an organization strives is termed as “mission”, purpose, objective, goal, target etc.

Ideal Contents of organization’s mission statement: Defines the present state or purpose of an organization. Answers three questions about why an organization exists –

  • What do we do?
  • For whom do we do it?
  • What is the impact?

Examples of effective Mission statements include:

Erie Insurance: “To provide our policyholders with as near perfect protection, as near perfect service as is humanly possible and to do so at the lowest possible cost.”

NatureAir: “To offer travelers a reliable, innovative, and fun airline to travel in Central America.”

Nissan: “Nissan provides unique and innovative automotive products and services that deliver superior, measurable values to all stakeholders in alliance with Renault.”

Ideal contents of a mission statement: Mission statement should include the following components. These are as follows:-

  • Target customers and markets;
  • Principal products and service;
  • Geographic domain;
  • Core technologies;
  • Concern for survival, growth, and profitability;
  • Organizational self-concept;
  • Desire public image;
  • Obligation stakeholders;
  • The scope of the business;
  • Sources of competitive advantages;
  • View of the future.