THE VISION STATEMENT

The vision of an organisation is concerned with the future picture of an organisation. It is a conscious statement of what
the organisation wants to become or headed to. The vision may lead to the mission and eventually objectives. This is
because an organisation’s vision could be broad and general such that it’s mission and objectives could change due to
environmental challenges, in an attempt to realize the vision. The relevance and appropriateness of a vison statement
could be examined using Henial and Prahaled (1994)’s five criteria:
1. Foresight
2. Breadth
3. Uniqueness
4. Consensus
5. Action ability

THE MISSION STATEMENT

The mission of a company is the fundamental, unique purpose that sets it apart from other companies of its type and
identifies the scope of its operations in product and market terms. The mission also carefully defines what the company
does not do. It is a general statement of the company’s intent and represents the view that the senior managers have for the
future of the company or what they want it to become or achieve.

It is the central purpose for the company’s existence and implies the image the company seeks to project. It reflects the
company’s self- concept and indicates the principal product or service the company attempts to satisfy. Mission statement
defines the aspirations, values, roles, growth, goals, survival and profitability of a company. In short, the mission
describes the products, market and technological areas of emphasis for the business in a way that reflects the priorities of
the strategic decision maker. Rader (1994) enumerates seven characteristics of a powerful mission statement, which are:
a. Engaging the imagination with powerful images of target outcome
b. Employing images that are clear, concise and compelling
c. Expressing strong values and beliefs about the future
d. Providing guidance for actions that must and must not be done
e. Focusing discussion and shaping choices about consequences
f. Challenging one to stretch continually performance beyond current
g. Applying to each and every member of the community.

A company’s mission reflects the firm’s intention to secure its survival through sustained growth and profitability.
JUSTSHOP
Vision Statement
To become a world class leading brand as one stop store for all grocery shoppers home and abroad.

Mission Statement
Our mission is to establish a grocery store that will make available a wide range of grocery items from top
manufacturing / production brands at affordable prices to the residence of Abeokuta, and other cities in the Nigeria where
we intend opening of chains of our grocery stores.