Mission Statements: define the primary work of a leisure service
organization. Mission statements are direct, pragmatic and focused towards the
types of services to be provided and their associated potential benefits.
Primary elements in a mission statement
- short and direct statements focused on the work and aspirations of an
- focuses on specific types of services, markets, and benefits to be produced
by the organization.
- reflects a focus on quality or standards of excellence that influence the
way services are delivered.
- reflects organizational values that provide overall direction to the
- difficult to measure and quantify because they are written in broad general
The mission statement should be a clear and succinct representation
of the business's purpose. It should include socially meaningful and measurable
criteria addressing moral/ethical principles, public image, target market, types
of products/services, geographic area, expectations of growth and profitability,
The purpose of the Mission Statement should be as a guideline and the first
consideration for any employee evaluating a strategic decision. The statement
can range from a very simple to complex set of ideas.
How Specific Should A Mission Statement Be?
A Mission Statement should represent the broadest perspective of
the enterprise's mission.
For example, a very specific mission statement for a fictitious airline could
Airco, Inc. will be the 'guaranteed' on-time airline. Maintaining the most
efficient equipment in the industry, we will target a customer base of mainly
young businessmen and offer them the lowest cost service on the west coast, with
an objective of a 20% profit before tax and a 30% per year revenue growth.
Or, a more general way of stating Airco's Mission Statement could be:
Airco, Inc. will be recognized as the most progressive enterprise in the
transportation business. We will offer our customers cost effective
transportation service within geographical areas and market segments that can
benefit from our services and will insure a return on investment and growth rate
consistent with current management guidelines.
Mission Statements of Well Known Enterprises
The following are some examples of mission statements from real
"To solve unsolved problems innovatively"
Mary Kay Cosmetics
"To give unlimited opportunity to women."
"To preserve and improve human life."
"To give ordinary folk the chance to buy the same thing as rich people."
"To make people happy."
For example, Merck, a company that produces pharmaceutical products and provides
insurance for pharmacy benefits, publicly states the following values.
|Corporate social responsibility
|Unequivocal excellence in all aspects of the company
|Honesty & integrity
|Profit, but profit from work that benefits humanity|
And Walt Disney, an entertainment business states their values as follows.
|Nurturing and promulgation of "wholesome American values"
|Creativity, dreams and imagination
|Fanatical attention to consistency and detail
|Preservation and control of the Disney "magic"|
Should Your Grasp Exceed Your Reach?
Many believe that the Mission Statement should have a broad scale, be
socially meaningful and be measurable. The following are some examples of
historical Mission Statements that were truly grand in scale.
Ford Motor Company (early 1900's)
"Ford will democratize the automobile"
Sony (early 1950's)
"Become the company most known for changing the worldwide poor-quality image of
"Become the dominant player in commercial aircraft and bring the world into the
"Become a $125 billion company by the year 2000"
So, when you are preparing your Mission Statement remember to make it
clear and succinct, incorporating socially meaningful and measurable criteria
and consider approaching it from a grand scale. As you create your Mission
Statement consider including some or all of the following concepts.
|The moral/ethical position of the enterprise
|The desired public image
|The key strategic influence for the business
|A description of the target market
|A description of the products/services
|The geographic domain
|Expectations of growth and profitability|
Source: Center for Business Planning (nd) Retrieved on September 7, 2--6 from
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