Korbel Foundation College, Inc.

Purok Spring, Brgy. Morales, City of Koronadal

Tel Number 877-2051/0228-1996

Strategic Management

CBMEC 1
Strategic Management

WEEK 4

Prepared by:
Ian Mark B. Cabrera

KFCI-Module 4
 Learning Objectives:

At the end of the Chapters, the students must be able to

• Identify different components of Mission

Statements;
• Understand the relationship of every
components; and
• Discuss how to write and evaluate mission
statements.
 Mission Statement
Components

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Mission Statement Components

Customers Concern for employees

Products or Service
Concern for public

Markets

Self-concept
Technology

Concern for survival, Philosophy

growth and profitability

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Mission Statement Components

1. Customers – Who are the organization’s

customers?
2. Products or Service – What are the firm’s
or organization’s major product or
services
3. Markets – Geographically, where does
the firm compete?
4. Technology – is the firm technologically
current?

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 5. Concern for survival, growth and
profitability – is the firm committed to growth
and financial soundness?
6. Philosophy – what are the basic beliefs,
values, aspirations and ethical priorities of
the firm?
7. Self concept –What is the firm’s distinctive
competence or major competitive
advantage?

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 8. Concern for Public Image – Is the firm
responsive to social, community and
environmental concerns?

9. Concern for Employees – Are employees

valuable asset of the firm?

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A Mission Statement should be -

1. Broad in scope: Do not include monetary

amounts, numbers, percentages, ratios or
objectives
2. Less than 250 words in length
3. Inspiring
4. Identify the utility of the firm’s product

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 5. Reveal that the firm is socially responsible
6. Reveal that the firm is environmentally
responsible
7. Include nine components
8. Reconciliatory
9. Enduring

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Writing and Evaluating Mission Statements

1. Study actual company missions

2. Evaluate the existing mission statement
based on the nine desired components;
3. Consider the characteristics of a Mission
statement
4. No one best mission for one organization
so Good Judgment is required in
evaluating the mission

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 Evaluating mission statements
• The mission statement is clear and
understandable to all personnel, including all
support staff & parents.
• The mission statement is brief enough for most
people to keep it in mind.
• The mission statement should have a primary
focus on one strategic goal.
• The mission statement should reflect the
distinctive competence of the organization.

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 • The mission statement clearly specifies what
business the organization is in. This includes a clear
statement about:
• “what” needs the organization is attempting to
fill, not what services are offered; “who” the
organization’s primary “customers” are; and
“how” the organization plans to go about its
business.
• The mission statement should be broad enough to
allow flexibility in implementation but not so broad as
to permit lack of focus.

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 • The mission statement should serve as a
template and be the means by which
leaders and others in the organization can
make decisions.
• The mission statement must reflect the
values, beliefs, and philosophy of
operations of the organization and reflect
the organizational culture.

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 • The mission statement should reflect
attainable goals.
• The mission statement should be worded
so as to serve as an energy source and
rallying point for the organization. (Does it
show your passion?)

Adapted from applied strategic planning,

Dr. Timothy M. Nolan

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 Highlight Summary
A good mission statement reveals an organization’s
customers; products or services; markets; technology;
concern for survival, growth, and profitability;
philosophy; self-concept; concern for public image;
and concern for employees. These nine basic
components serve as a practical framework for
evaluating and writing mission statements. Without
clear statements of vision and mission, a firm’s short-
term actions can be counterproductive to long-term
interests. Vision and mission statements always
should be subject to revision, but, if carefully
prepared, they will require infrequent major changes.

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