HPS 604
Mission Statements
Components of a Mission Statement
What?



What goals do we actually want to accomplish?
What overall image do we wish to protect and support?
What distinguishes our products and/or services?
How?

How do we accomplish our overall goals?
Why?


Why are we trying to accomplish these overall goals?
Why will people work to achieve superior performance?
Results?


In what measurable way will our members benefit?
In what ways will the people we serve benefit?
The Mission Statement
Convert your answers into powerful statements you can weave together into one compelling
mission statement. Ultimately, no longer than one clear, meaningful sentence.
COMPONENTS OF AN EFFECTIVE MISSION STATEMENT
Mission statements can and do vary in length, content, format and specificity. Most
practitioners and academicians of strategic management consider an effectively written
mission statement to exhibit nine characteristics or mission statement components. Since a
mission statement is often the most visible and public part of the strategic management
process, it is important that it include most, if not all, of these essential components.
Components and corresponding questions that a mission statement should answer are
given here.
1. Customers: Who are the enterprise's customers?
2. Products or services: What are the firm's major products or services?
3. Markets: Where does the firm compete?
1
HPS 604
Mission Statements
4. Technology: What is the firm's basic technology?
5. Concern for survival, growth, and profitability: What is the firm's commitment towards
economic objectives?
6. Philosophy: What are the basic beliefs, core values, aspirations and philosophical
priorities of the firm?
7. Self-concept: What are the firm's major strengths and competitive advantages?
8. Concern for public image: What is the firm's public image?
9. Concern for employees: What is the firm's attitude/orientation towards employees?
Examples of mission Statement
Following are the mission statements of some top class Companies.
Wells Fargo Mission Statement
“Our product: SERVICE. Our value-added: FINANCIAL ADVICE. Our competitive advantage:
OUR PEOPLE”
Ford Motors Mission Statement
“To become the world’s leading consumer company for automotive products and services.”
Dell Mission Statement
“To be the most successful computer company in the world at delivering the best customer
experience in markets we serve.”
Wikipedia Mission Statement
The mission of the Wikipedia Foundation is to empower and engage people around the world to
collect and develop educational content under a free license or in the public domain, and to
disseminate it effectively and globally. …the Foundation provides the essential infrastructure and
an organizational framework for the support and development of multilingual wiki projects and
other endeavors which serve this mission. The Foundation will make and keep useful
information from its projects available on the Internet free of charge, in perpetuity.”
UW-Madison Athletics Mission Statement
http://www.uwbadgers.com/athletic-dept/mission-statement.html
The Division of Intercollegiate Athletics at the University of Wisconsin-Madison dedicates itself
to the mission of providing athletic opportunities to a wide range of students and an environment
in which all student-athletes can achieve their academic and competitive goals. The Division
strives to provide equitable opportunities for all student-athletes and staff, regardless of gender or
2
HPS 604
Mission Statements
ethnic backgrounds. To honor its academic mission and that of the University, the Division
supports the educational aspirations, academic progress and general welfare of the studentathlete. In competition, the Division fosters principles of sportsmanship, respect, fair play and
athletic excellence. In all of its activities, the Division insists on integrity, ethical conduct and
accountability. Adopted October 26, 2001.
NMHU Mission Statement
http://www.nmhu.edu/FacultyStaff/institutionalresearch/missionstatement.aspx
The vision of New Mexico Highlands University will provide an inspiring multicultural learning
environment that promotes excellence, empowerment, transformation, and global understanding.
The mission of New Mexico Highlands University is: Education through teaching, research, and
service.
The core values are: advancement of knowledge, student success, a diversity of ideas, accessible
education, community, individual well-being, sustainable practices, and multiculturalism.
New Mexico Highlands University’s primary mission is to advance student knowledge and
promote student success. In order to achieve this, all members of the university community will
endeavor to promote a respectful and stimulating living and learning environment. To succeed in
meeting and, more importantly, maintaining these goals, we will develop effective and effcient
academic and administrative processes, systems, and structures that support continuous
improvement.
We realize that our responsibility as an institution of higher learning extends beyond the confines
of the campus. To meet this responsibility, we will promote the educational, social, cultural, and
economic advancement as well as the environmental sustainability of the region. Through these
outreach activities, we seek to enhance the University’s reputation and external
support. Finally, if all of the goals and objectives are successfully met, student enrollment at
NMHU will increase.
The Power Plant: Mission Statement
http://thepowerplantnv.com/mission-statement
The Power Plant NV (TPP) is a health and fitness corporation. We are committed to providing
you with unparalleled services and amenities to help you achieve all of your life, fitness and
3
HPS 604
Mission Statements
health goals. TPP exemplifies modern State of the Art fitness programs, cutting-edge equipment,
nationally certified personal trainers, and innovative group exercise programs - all created to
inspire you, challenge you, build and surpass your every expectation. Our goal is to promote
health and wellness with an earth friendly philosophy that encourages the reduction of our
carbon footprint, as well as marketing and promoting our brand of fitness through an
environmentally conscious company.
APS’s Mission Statement
http://www.aps.edu/about-us/policies-and-procedural-directives/policies/a.-foundations-andbasic-commitments/a.01-mission-statement
The Albuquerque Public Schools Board of Education in collaboration with the superintendent
and staff will work together and in partnership with families and the community in a systematic
way to ensure that all students succeed.
Mission Statement – LSU Department of Athletics
http://www.lsusports.net/ViewArticle.dbml?DB_OEM_ID=5200&ATCLID=177234
The Louisiana State University Department of Athletics seeks to inspire academic and athletic
excellence in student-athletes by challenging them to achieve the highest level of intellectual and
personal development. LSU seeks to create an environment conducive to the development of
student-athletes with strong core values and personal integrity that will contribute to success
throughout their lives and to provide the resources necessary to pursue championships, to
graduate and to become productive citizens. LSU will show exemplary leadership in compliance
with governing rules, policies and procedures, commits to strong fiscal responsibility and
pledges to be steadfast in the encouragement of cultural, ethnic and gender diversity. LSU seeks
to honor the history and traditions of the athletics program in order to perpetuate excellence in
athletics and academics and to engage external constituencies in the world beyond the campus
through innovation and creativity.
DEVELOPING QUALITY LIVES
4
HPS 604
Mission Statements
LSU’s commitment: To create an environment conducive to the development of student-athletes
with strong core values, personal integrity, high standards of sportsmanship and adherence to
codes of fairness and respect that will contribute to success throughout their lives.
ACADEMIC & ATHLETIC EXCELLENCE
LSU’s commitment: To provide the physical and human resources necessary for student-athletes
to strive for the highest level of academic and athletic achievement by providing exceptional
academic support and a superior opportunity to compete for championships.
COMPLIANCE AND ETHICS
LSU’s commitment: To act with exemplary leadership in compliance with the rules, policies and
procedures of the State of Louisiana, the University, the Southeastern Conference and the
NCAA.
FINANCIAL RESPONSIBILITY
LSU’s commitment: To maintain strong fiscal responsibility as a self-sustaining auxiliary of the
University by making responsible financial decisions, maximizing fundraising opportunities and
capitalizing on sponsorship assets.
DIVERSITY, INCLUSION AND EQUITY
LSU’s commitment: To be steadfast in the encouragement of cultural, ethnic and gender equity
and diversity.
TRADITION AND HISTORY
LSU’s commitment: To honor the history and traditions of the athletics program in order to
perpetuate excellence in athletics and academics, honoring the historical accomplishments of our
past teams and former student-athletes.
SERVICE AND COMMUNICATION
5
HPS 604
Mission Statements
LSU’s commitment: To engage the many external constituencies in the world beyond the
campus through innovation and creativity, consistent communication and superior customer
service.
6