Mission statement with Example

1. Strategy Management, MBA 6th/Krishna Kumar Paul

2. Existing Vision Statement
Our vision is to expand our locations both
domestic and overseas by being the largest and
most profitable airline company, to achieve
both short- and long-haul carriers efficiently
and with low cost. Also to be an airline carrier
that has the most productive workforce, to
guarantee the best flight possible for each and
every passenger.
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3. Existing Mission Statement
The mission of Southwest Airlines is dedication to the highest quality of Customer Service
delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.
TO OUR EMPLOYEES
We are committed to provide our Employees a stable work environment with
equal opportunity for learning and personal growth. Creativity and innovation are
encouraged for improving the effectiveness of Southwest Airlines. Above all,
Employees will be provided the same concern, respect, and caring attitude within
the organization that they are expected to share externally with every Southwest
Customer.
TO OUR COMMUNITIES
Our goal is to be the hometown airline of every community we serve, and because
those communities sustain and nurture us with their support and loyalty, it is vital
that we, as individuals and in groups, embrace each community with the
Southwest Spirit of involvement, service, and caring to make those communities
better places to live and work.
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4. TO OUR PLANET
• We strive to be a good environmental steward across our system in
all of our hometowns, and one component of our stewardship is
efficiency, which, by its very nature, translates to eliminating waste
and conserving resources. Using cost-effective and environmentally
beneficial operating procedures (including facilities and equipment)
allows us to reduce the amount of materials we use and, when
combined with our ability to reuse and recycle material, preserves
these environmental resources.
TO OUR STAKEHOLDERS
• Southwest Airlines’ vision for a sustainable future is one where
there will be a balance in our business model between Employees
and community, the environment, and our financial viability. In
order to protect our world for future generations and uphold our
commitments to our Employees, Customers, and other
Stakeholders, we will strive to lead our industry in innovative
efficiency that conserves natural resources, maintains a creative
and innovative workforce, and gives back to the communities in
which we live and work.

5. Existing Business Strategy
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–Low cost structure, which is designed
to allow it to profitably charge low
fares
–Free checked bags
–Loyal employees

6. New Vision Statement
Become the number one
airline in the world

7. New Mission Statement
Here at Southwest Airlines our mission as a company is to provide affordable
direct flights (1). We want to also accommodate our customers with the best
all around flight service from the moment they arrive at the airport to the
time they arrive at their destination (2). At Southwest our service and
philosophy is to fly safe with high frequency, low-cost flights that allow for
timely arrival with limited travel from the airport(6).
Constantly looking for new ways to satisfy our customers by staying atop
technological advances and services (4). Not only do we look after our
customers but also the planet by limiting waste and recycling used materials
(8). We provide equal employment opportunities and a stable working
environment with room for advancement (9).
Continuing to grow as a company and developing to be the top airline and
meet the demand of consumers is key (3). We believe that air travel should
be provided at an affordable rate in order to satisfy our customers (5).
Providing the lowest fairs and the highest quality service is our guarantee to
customers (7).