er in doing so shall take a real life situation and an internationally known company to analyse how it has used its mission statement in the various marketing management strategies and tactics.
A mission statement being the statement that highlights briefly the overall direction that the company wishes to take, stands to be respected and therefore in coming up with it serious consultations should be made as it is to either sell the company’s image or put it at risk forcing the management to change it at some point (Shee & Abratt 1989). The sole aim of having a mission statement is to have the direction that the company is taking clearly set out for both all the stakeholders to know and above all, understand (Leuthesser & Kohli 1997). It has to be brief and to the point giving the intended message using simple but coherent words. It gives the purpose of the company and this is the top line rather than the bottom line. This statement need also to be broad in scope as it stipulates both the short term as well as the long term intent of the company. It should resound to the clients and other people who may be in a position to deal with it and give them the reasons to do so (Knights & Willmott 1992). It is clear that the aim of a business it to make profit as the key purpose but the mission statement is to show how the company in rather general and indirect means aims at going about it. This statement has three distinct parts which are: the business statement, purpose statement and lastly the statement of values held by the company (Leuthesser & Kohli 1997). For the purpose part, the statement shows what the company’s purpose is in explicit terms, the business portion indicates how this purpose will be fulfilled while the value part tells of what values are commonly upheld in the company and their contribution to the business.
A mission statement as earlier mentioned need to be carefully developed to reflect the above mentioned areas with clarity. There are