Strategy illustration Strategy theory

Mission

In order to be successful, a business mission should have:purpose;values;standards and behaviours andstrategy and scope.  A mission statement is a reflection of a business’s core purpose and principle aims.Stakeholders, including employees, need to be able to understand the mission in order to help implement the strategy.

In short, a mission statement is the definition of what an organisation is; it’s reason for being. As a basic requirement, a mission statement needs to identify a company’sprimary customers and identify theproducts and services that company produces. A mission statement will need to be revisited periodically in order to make revisions, and a change in mission often reflects growth within the business.



Supporting Documents

These downloads will help to put strategy theory into context using real world examples from real businesses.

Entering a new market with a new product
Experian logo

Learn how Experian used strategy theory to succeed in the financial services industry by downloading our premium case study.

Meeting customers' needs in growth markets - online gaming
BT logo

Learn how BT applied strategy theory to thrive in the telecommunications industry by downloading our premium case study.

Using the marketing mix to drive change
Parcelforce Worldwide logo

Discover how Parcelforce Worldwide employed strategy theory to thrive in the logistics industry by downloading our premium case study.

Meeting customers' needs
Travis Perkins logo

Find out how Travis Perkins applied strategy theory to prosper in the construction industry by downloading our premium case study.

Positioning the brand
Chap Stick logo

Find out how Chap Stick employed strategy theory to thrive in the healthcare industry by downloading our premium case study.