Mintzberg defines a mission as follows:

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Mintzberg defines a mission as follows

• A mission describes the organizations basic
• function in society,in terms of the products
• and services it provides for its customers.

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Mission
The organizations reason for existance
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A clear business mission should have each of the
following elements
Purpose Why the business exists
Strategy Scope What business and how
Values What management Believes in
Standards Behaviours The rules that guide How
the business operates
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A companys mission is concerned with

• Who we are
• What we are
• What we do
• Why we are here

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A mission statement focuses on current business
activities --who we are and what we
doCurrent product and service
offeringsCustomer needs being
served Technological and business capabilities
A strategic vision Concerns a firms Future
business path --where we are going Markets to
be pursued Future technology- product-customer
focus Kind of company that management is
trying to create
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A mission statement usually provides information
about

• Companys present products
• Companys present services
• Types of customers it serves
• Technological and business capabilities

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• By offering our drinks
• To Refresh the World...in body, mind, and spirit.
  
• To Inspire Moments of Optimism...through our
  brands and our actions.
• To Create Value and Make a Difference...everywhere
  we engage.

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Ford Motor Company (early 1900's)
Ford will democratize the automobile"
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Ford t-model

• Oasis

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Sony (early 1950's)
"Become the company most known for changing the
worldwide poor-quality image of Japanese
products"
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Boeing (1950)
"Become the dominant player in commercial
aircraft and bring the world into the jet age"
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• BOEING 787

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Google's mission is to organize the world's
information and make it universally accessible
and useful.
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Ben Jerrys Ice Cream
"To make, distribute sell the finest quality
all natural ice cream euphoric concoctions
with a continued commitment to incorporating
wholesome, natural ingredients and promoting
Business practices that respect the Earth and
the Environment
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Sun Microsystems
Solve complex network computing problems for
governments,enterprises, and service providers
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Otis Elevator
Our mission is to provide any customer a means
of moving people and things up, down, and
sideways over short distances with higher
reliability than any similar enterprise in the
world
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Warning
Making profit is the obvious intent of every
commercial enterprise, and mission
statements structured around making a profit
reveal nothing valuable about a companys
business or the market arena in which it
operates.
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3 Keys of Meaningful Mission Statements

• Pass the Mother Test
• A mission statement must be a concise paragraph
  describing what your company does and for whom.
  Show your mission to your mother, if she does not
  understand it, start again.
• Self-Igniting
• Your mission is for you and your business. It
  does not have to be an earth moving statement. It
  can be whatever inspires you.
• Value Alignment
• Forget the money. A meaningful mission goes
  beyond the dollars and cents. If your small
  business is creative, focus your mission on
  creativity. Try to be what your core competency
  is.