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.

Using the marketing mix in the fashion industry
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Find out how Ben Sherman used strategy theory to prosper in the fashion industry by downloading our premium case study.

Entering a new market with a new product
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Learn how Experian used strategy theory to thrive in the financial services industry by downloading our premium case study.

Re-focussing a company's culture and marketing mix
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Find out how Argos employed strategy theory to prosper in the retail industry by downloading our premium case study.

Meeting customers' needs
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Learn how Travis Perkins used strategy theory to succeed in the construction industry by downloading our premium case study.

Using sponsorship to increase brand awareness
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Find out how Infiniti used strategy theory to succeed in the automotive industry by downloading our premium case study.