Farren Williamson
Professor Cooper
Intro to Management
October 19, 2012
1. EVALUATED MISSION STATEMENTS (see chart on last page for further details)
PepsiCo
In its mission statement, PepsiCo states that its aim is “to increase the value of our
shareholders’ investment” – achieving this by growing sales, controlling costs, and using
investment resources. It goes on to discuss that value, quality, and environmental
responsibility are important to PepsiCo. These sentences do seem to discuss PepsiCo’s
philosophy and concern for survival, but seem to merely suggest its technology and
concern for public image (which mentioned in extremely broad terms). In addition, it is
lacking a clear discussion of their geographic domain and self-concept. Most
surprisingly, there is no clear statement of its consumer-market, or its product-service.
Therefore, I think this mission statement is lacking important (if not, the most important)
information.
Ben & Jerry’s
Ben & Jerry’s first sentence of their mission statement is clear in stating their
philosophy, technology, and product, striving “to make, distribute, and sell the finest
quality all-natural ice cream and related products in a wide variety of innovative flavors
made from Vermont dairy products.” In addition, this statement also suggests their focus
on quality (mentioning more natural ingredients), although not explicitly stated. In the
following sentences, it discusses how they wish to expand and achieve their goals (their
concern for survival). The final sentence recognizes the importance of community,
saying that they employ “innovative” techniques “to improve the quality of life of a broad
community – local, national, and international.” This also hints at the scale of the
company. Nowhere in this mission statement did they clearly state the company’s
customer base/market or their self-concept. However, overall, I think this is a strong
mission statement.
Institute of Management Accountants
IMA starts its mission statement by discussing its philosophy, service, and
technology – wanting “to provide members personal and professional development
opportunities” by means of education, association, and certification. This implies that its
customer is someone in a professional field, but does not make it obvious who, in fact,
would benefit from IMA. It goes on to describe IMA as being globally recognized and
respected, mentioning that it has influenced “the concepts and ethical practices of
management accounting and financial management” – somewhat of a discussion of their
self-concept and concern for public image (but mainly the professional community’s
view of them). This also hints at the fact they are a global company, yet they could have
emphasized this positive feature more. Additionally, this mission statement does not
clearly mention its concern for survival or its view on quality. Overall, this is a fairly
comprehensive mission statement, but it could use some improvement.
Genentech, Inc.
Genentech, Inc.’s first sentence of their mission statement asserts their philosophy
and product/service as wanting to be “the leading biotechnology company, using human
genetic information to develop, manufacture, and market pharmaceuticals that address
significant unmet medical needs.” It does not, however, state their consumer-market (we
must assume it is healthcare professionals), geographic domain, self-concept, or concern
for public image. It does touch on its commitment to “high standards of integrity,” but
this is not clearly a discussion about its quality. Finally, by briefly expressing its
“continued pursuit of excellent science,” that could be considered an acknowledgment of
their plan for surviving and growing. Nevertheless, I generally think this mission
statement is lacking in important information.
Barrett Memorial Hospital
Barrett Memorial Hospital’s mission is “to operate a high-quality health care
facility, providing an appropriate mix of services to the residents of Beaverhead County
and surrounding areas.” This first sentence clearly states their consumer-market, service,
geographic domain, and philosophy, while also mentioning their aim to provide quality
health care. In addition, it notes their concern for “patients, medical staff, hospital staff,
and the community,” which includes coordination and development of health resources in
the community. It is, however, lacking a clear discussion of their technology, concern for
survival, and self-concept. Despite this, I feel the mission statement of Barrett Memorial
Hospital is strong.
Dell Computer
Dell begins its mission statement by discussing its philosophy, and hinting at its
geographic domain, quality, and service by wanting “to be the most successful computer
company in the world at delivering the best customer experience in markets we serve.”
Subsequently, it further discusses Dell’s self-concept, as well as its devotion to providing
quality goods, services, and support. Nowhere in this mission statement, however, does it
openly express its plans to grow and survive, its dedication to its public image, or even its
consumer-market (a very important aspect of a mission statement). Therefore, I think
Dell’s mission statement is solid in some areas, but is, overall, somewhat vague, and
needs to address the parts that are lacking.
2. IMPROVED MISSION STATEMENT
PepsiCo
PepsiCo’s mission is to provide shoppers of all ages with convenient and high
quality snack foods and beverages, while increasing the value of our shareholders’
investment. We do this through sales growth, cost controls, and wise investment
resources. We are a multi-industry, multinational corporation that prides itself on
manufacturing, marketing and distribution of its products. We believe our commercial
success depends upon offering quality and value to our consumers and customers locally,
nationally, and internationally; providing products that are safe, wholesome,
economically efficient, and environmentally sound, benefiting both our customers and the
surrounding communities; and providing a fair return to our investors while adhering to
the highest standards of integrity.
Ben & Jerry's
Institute of Management Accountants
Genentech, Inc.
Barrett Memorial Hospital
Empty Field – Not Satisfied;
Quality
Concern for
Public Image
Self-Concept
Philosophy
Concern for
Survival
Technology
Geographic
Domain
☐  
PepsiCo
Dell Computer
ProductService
ConsumerMarket
Mission Statement Evaluation At-A-Glance
☐ 
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☐  ☐ 
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 ☐ 
☐
  
☐☐☐
☐ – Fairly Satisfied;  – Fully Satisfied
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