A2 Business

Mission statements and objectives

Learning Objectives

All: Be able to define the difference between objectives and

mission statements

Most: Be able to explain the importance of businesses having

objectives

Some: Be able to critical appraised mission statements

So what is a mission statement…

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A mission statement is not suppose to be ..

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Mission and a Hierarchy of objectives
Key Audiences for mission statements

● Employees
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● Customers
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● Investors
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● Society
What makes a good mission statement

A clear sense of business purpose

Excites, inspires, motivates and guides

Easy to understand and remember

Differentiate business from competitors

For all stakeholders- not just stakeholders and managers

Examples of mission statements

Our mission is,

To bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.

Examples of mission statement
Criticism of mission statement

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Activity

Question -Do you agree with the statement that while removing search results is
inconsistent with Google’s mission, providing no information (or a heavily
degraded user experience that amounts to no information) is more inconsistent
with their mission? Justify your view: