Mission statement
Mission statement offers a description of the fundamental purpose of the business. A mission statement can be defined as a sentence or paragraph that indicates the presence of a government organization, company, nonprofit organization, among others. The mission statements are made to answer the question of why the business entity is present or how it exists. A mission statement is inclined on the current state of the company and not the future like a vision statement.
Marketing and mission statement cannot be separated. The mission played a significant role in the marketing plan of any organization. A mission statement is vital to a company’s marketing plan in the following areas.
Purpose
The purpose of any organization depends on how it is marketed. Good marketing will ensure the business of the organization is successful. The mission statement, in this case, offers the right direction since it is the manuscript in which marketing follows to achieve its objectives. The purpose of the organization is clearly stated in the mission statement to help marketing in the planning.
Strategy and Scope
The mission statement of any organization has to state the goods or services the company deals with and the extent of operation of the entity and how it will achieve its targets. That information is essential to marketing since it will provide a means in which marketing will strive to make the organization’s targets. Therefore the mission statement is a path marketing uses to devise strategies to achieve the businesses objectives.
A mission statement is written before the commencement of the business. The entrepreneur wishing to open the business should write the mission statement since they are conversant with the purpose of the business. In companies, the mission statement is written by the founders of the organization or company.
The mission statement is the foundation of any company and therefore, should not be changed. Despite that, there are exceptions like, for example, the business started small, and as it grows, it evolves and diversifies. In this case, it is essential to make changes to the mission statement, but the changes should be kept at a minimum. There are also instances where the company may change the mission statement completely. If a company turns its business entirely, the right thing to do is change the mission statement completely to suit the new business the organization has adopted.
Some of the mission statement that I like are
Amazon: “Our mission is to be Earth’s most customer-centric company.”
Tesla: “To accelerate the world’s transition to sustainable energy.”
Amazon mission is the companies business they try to make the life of ordinary people easy by ensuring they provide them with the necessary products and services without the hustle of going to stores. Therefore the mission is customer-oriented.
Tesla, an automotive company, is realistic in its mission since it is making clean energy and electric vehicles. That means they are trying to change the world through environmentally friendly power.
There is a proper way to write a clear mission statement. The process to write the mission statement should be influenced by several factors, such as defining the market. Identifying the market is knowing why a customer should by what you are selling. The next step is to determine the good the company does to its customers, that can be found when defining the market. The next step is considering the workers of the company in the mission statement. “What does the business do for the employee”. The mission statement should also consider what it benefits the business owner or owners in case of companies. With all that in mind, the last step is to discuss all the steps, polish, review and draft a clear mission statement that considers all those facts.