The mission of the organization is the unique purpose that distinguishes it from other companies and defines the boundaries of its operations. The mission statement is a proclamation of the organization’s primary objective that encapsulates its core values. The organization’s aims and aspirations are the result of a series of influences(see Figure below).
There are four major sources of influence acting upon the core meaning behind an organization’s existence. Johnson and Scholes (1999)refer to these as:
Influences on an organization’s mission and objectives
Successful mission statements have to demonstrate the following characteristics:
Definitions of the scope of the business based on markets are likely to be safer than a product definition. Particular products and technologies ultimately become obsolete but the consumer’s needs addressed by those products or technologies may endure. There is a danger of marketing myopia developing (Levitt, 1960) if a business’s competitive domain is defined solely according to a product type rather than a market need. Pharmaceutical companies are beginning to redefine their competitive domain in terms of the customer benefits of ‘good health’ rather than in purely product terms of‘drugs’ (Green, 1995). SmithKline Beecham now sees the scope of its business covering four key areas of the healthcare market: prevention, diagnosis,treatment and cure, rather than just research and development of drugs.
Products and services that address these primary market needs may change but the underlying market areas are likely to remain. Stakeholders also have to be considered when developing a mission statement. Stakeholders are individuals or groups who rely on an organization to achieve some of their own personal objectives. At the same time the organization is reliant on these individuals(Johnson and Scholes, 1999). There are a number of different stakeholders that companies try to address and accommodate in a mission statement:
Criticisms of mission statements are that many are too bland an dill-defined and therefore fail to give clarity to the business’s endeavors. This could well be the result of the development of a statement that attempts to satisfy the interests of all stakeholders in the business. On the other hand,mission statements are sometimes too brief to depict clearly the organization’s strategic intent.
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Marketing Strategy Tutorial
The Strategic Perspective
Developing A Future Orientation
Targeting, Positioning And Brand Strategy
Product Development And Innovation
Alliances And Relationships
The Strategic Marketing Plan
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