marketing planning - mission - examples

Introduction

A mission statement is a formal description of the mission of a business.

The mission statement might be published in several places (e.g. at the front of an annual report and accounts, on promotional material, in the board room and on the factory floor).

There is (thankfully) no standard format for a mission statement. However, an effective mission statement should contain the following characteristics:

• Brief – it should be easy to understand and remember
• Flexible – it should be able to accommodate change
• Distinctive – it should make the business stand out

Examples of Mission Statements

Psion plc

Our mission is to grow rapidly and profitably through innovation in mobile internet.
In pursuing this mission, we will deliver value:
- to shareholders through superior returns
- to customers through solutions and devices that enhance their quality of life and
personal effectiveness
- to staff through a stimulating environment that encourages innovation

Sainsbury’s plc

Our mission is to be the consumer’s first choice for food, delivering products of outstanding quality and great service at a competitive cost through working ‘faster, simpler and together’.

Churchill China

To be a leading provider to the tabletop market and deliver value through excellence in design, quality and customer service

Holidaybreak plc

Holidaybreak is the UK’s leading operator of specialist holiday businesses. Group companies retain a distinctive identity whilst sharing expertise and exploiting opportunities in areas of common interest.
Our aim is to achieve continuing profitable growth by developing our existing businesses and market leading brands in the UK and European holiday markets and through acquisitions within the travel sector.

Easyinternetcafe

To be the world's leading Internet café chain that is the cheapest way to get online