Your Mission Statement

A mission statement is the what – it outlines the commercial rationale for the company - the businesses that you are in and how you seek to obtain competitive advantage. It answers the questions of what business you are in and what products and services you provide, and what markets you compete in.

It should be readily understandable and address the needs of the variety of stakeholders who have an interest in your company: What other “stakeholders” do we have to address? What do we have to do to satisfy their needs?
Shareholders
Suppliers
Employees
Community

A well-written mission statement helps a company focus on what it does well and provides a guide in making the tough decisions. It should differentiate your company from its competitors and create a challenge for all involved. Like the vision, it should elicit a positive emotional response and be recognizable to all stakeholders.

Here are some good examples of Mission Statements.

Westin
In order to realize our vision, our mission must be to exceed the expectations of our customers, whom we define as guests, partners and fellow employees. We will accomplish this by committing to our shared values and by achieving the highest levels of customer satisfaction, with extraordinary emphasis on the creation of value. In this way we will ensure that our profit, quality and growth goals are met.

Avis
Avis will be recognized as the preeminent company in the rent-a-car industry in the areas of
• Customer service and satisfaction
• Employee participation
• Return to shareholders
•
Saturn
(Our goal is to) market vehicles developed and manufactured in the United States that are world leaders in quality, cost and customer satisfaction through the integration of people, technology and business system and to transfer knowledge, technology and experience throughout General Motors.

Dominos Pizza
Made Fresh, Arrives Fresh

Nordstrom
Exceptional service, selection, quality and selection