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Mission Statement
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What is mission statement and what are the characteristic to make an effective mission statement.
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By: niwasreddy • 2 year ago
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A mission statement, provides a baseline that guides and unifies the decision making (Pearce,1986), which cannot solely portrayed company’s desire. Jovano (2014), argued that a mission
statement explicates company’s business, its goals and approaches by delineating company’s
bright future and accentuate what makes the company stand out. This clear, concise and
enduring statement of organizations existence (Horwath, 2005) goes hand in hand with vision
statement. While the mission statement answers “What is the purpose today?” the vision
statement answers “Where is our purpose headed in the future?”. The mission statement should
be brief enough to easily bear in mind. In other word, mission statement works as a remarkable
navigation tool lead company to its target future destination. According to Braun et al. (2012),
the aim of developing and implementing a mission statement are to establish consistency and
reflect company value, belief and culture. A mission statement is a powerful action-oriented
message. Following are the mission statement of five companies in South Africa:
Johnson & Johnson: We will delight our consumers, treating each person who contacts us as
if they are our only consumer, providing them with a response which is evidence of our interest
and that leaves them with the clear understanding that they are important to us.
Coca cola: To refresh the world in mind, body, and spirit, to inspire moments of optimism and
happiness through our brands and actions, and to create value and make a difference.
Lancet Laboratories: We value and respect our customers, making every effort to provide
great customer service. From our friendly and professional healthcare team, efficient courier
network and responsive customer-care service, we aim to provide a first-class pathology
experience.
Clover: To reach the group’s widely dispersed customers daily, and to provide trusting
consumers with quality products through our extensive network. We take care to develop or
acquire brands which have the potential to occupy the number one or two in its chosen
segments. To focus on way better operations across the supply chain including services to the
trade, and to deliver sustainable shareholders value by being a responsible corporate citizen
and preferred employer.
PetroSA: leading provider of hydrocarbons and related quality products by leveraging its proven
technologies and harnessing its human capital for the benefit of its stakeholders.
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