Mission Statement

Declaration of what a business aspires
to be.
– Business reason for being
– Why it exists
– Clarifies who it serves
– Expression of what it hopes to achieve in
the future
Mission Statement

Visionary – vision for business
– “to be the best”,
– “the highest quality”
Broad – should not limit a company’s
area of service or expertise
 Realistic – must be practical, workable,
direct and powerful
 Motivational – inspires commitment
among employees, customers, partners

Mission Statement
Foundation of any marketing plan
 Answers the question:

– “What business are we in?”

"To be the world's leading sports and
fitness company."
– Nike’s Mission Statement
Mission Statement

Short & concise – no longer than 25
words
– Employees should be able to remember
and repeat it

Easily understood – use plain language
that is convincing and easy to
understand
– Would your grandmother remember
what your company is about if she read it?
Sample Mission
Statements
McDonalds: “McDonald’s vision is to be the
world’s best quick service restaurant
experience. Being the best means providing
outstanding quality,service, cleanliness, and
value, so that we make every customer in
every restaurant smile.
 Levi-Strauss: “We will market the most
appealing and widely worn casual clothing in
the world. We will clothe the world.”

Questions to ask when creating a
mission statement
What is the purpose of your business?
 Who do you serve? Who are your
customers?
 What needs do you fulfill?
 Define your product or service clearly

More Questions to Ask:
Define your ideal customer
 What benefits do you offer the
customer?
 What makes your products or services
different from your competitors?
 Describe WHY customers will buy from
you
