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Mission Statements

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An introduction to the concept of the mission statement in business strategy

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Mission Statements
A hierarchy of objectives Increasingly strategic Increasingly detailed
How the hierarchy works ,[object Object],[object Object],[object Object]
Mission…aim…objective ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Mission Statement is… ,[object Object],[object Object],[object Object],[object Object]
The mission model ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Five characteristics of a good mission statement ,[object Object],[object Object],[object Object],[object Object],[object Object]
Other characteristics of a good mission statement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Criticisms of mission statements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mission statement – Luminar Group plc Our mission is to provide the highest levels of service and care to our customers by utilising our assets to create destination entertainment venues capable of delivering a suite of lifestyle products. These products offer different experiences to a variety of people at different times to suit their needs. http://www.luminar.co.uk/default.asp?pageID=16
Mission statement – Esporta Health Clubs Our goal is to be the leading premium health & leisure club organisation in the UK, passionate about service excellence and dedicated to earning the long term loyalty of our members through rapport based relationships-Esporta-continually striving to help you improve the way you look and feel http://www.esporta.com/mission_statement.asp
Mission statement – Levi Strauss People love our clothes and trust our company. We will market the most appealing and widely worn casual clothing in the world. We will clothe the world.
Mission statement – Walt Disney Co The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.
Goals and Values – Sainsbury’s Our goal At Sainsbury's we will deliver an ever-improving quality shopping experience for our customers with great products at fair prices. We aim to exceed customer expectations for healthy, safe, fresh and tasty food, making their lives easier everyday. Our values The values of the Sainsbury’s brand – passion for healthy, safe, fresh and tasty food, our focus on delivering great products at fair prices, a history of innovation and leadership and a strong regard for the social, ethical and environmental effects of our operation – have continued to stand the test of time. http://www.j-sainsbury.co.uk/index.asp?pageid=14
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Mission Statements

  • 2. A hierarchy of objectives Increasingly strategic Increasingly detailed
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  • 10. Mission statement – Luminar Group plc Our mission is to provide the highest levels of service and care to our customers by utilising our assets to create destination entertainment venues capable of delivering a suite of lifestyle products. These products offer different experiences to a variety of people at different times to suit their needs. http://www.luminar.co.uk/default.asp?pageID=16
  • 11. Mission statement – Esporta Health Clubs Our goal is to be the leading premium health & leisure club organisation in the UK, passionate about service excellence and dedicated to earning the long term loyalty of our members through rapport based relationships-Esporta-continually striving to help you improve the way you look and feel http://www.esporta.com/mission_statement.asp
  • 12. Mission statement – Levi Strauss People love our clothes and trust our company. We will market the most appealing and widely worn casual clothing in the world. We will clothe the world.
  • 13. Mission statement – Walt Disney Co The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.
  • 14. Goals and Values – Sainsbury’s Our goal At Sainsbury's we will deliver an ever-improving quality shopping experience for our customers with great products at fair prices. We aim to exceed customer expectations for healthy, safe, fresh and tasty food, making their lives easier everyday. Our values The values of the Sainsbury’s brand – passion for healthy, safe, fresh and tasty food, our focus on delivering great products at fair prices, a history of innovation and leadership and a strong regard for the social, ethical and environmental effects of our operation – have continued to stand the test of time. http://www.j-sainsbury.co.uk/index.asp?pageid=14
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