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While speaking about a strategic management issue, it should be pointed out that the mission statement is recognized to be one of the key elements a business organization is based on. Some people see no difference between a vision statement and a mission one. Thus, there is a need to clarify that a vision mission is mostly associated with future aims a company is to achieve; while a mission statement is closely related to strategic decision making.
For instance, lets consider The Walt Disney Companys mission statement. Its main objective is to be one of the worlds leading producers and providers of entertainment and information (Kelsey, 2011, p. 2). I would like to evaluate the mission statement of the company taking into account Andrew Campbells 10-question test.
As far as the Company wants to become the global energy company most admired for its people, partnerships and performance (Kelsey, 2011, p. 3), one can make a conclusion that its inspiring purpose partially avoids playing to the selfish interests of the stakeholders (1 for somewhat ). The statement describes the companys responsibility to its stakeholders, as it tends to create the most profitable experiences (2 for yes ).
The statement defines the business domain, and explains why it is attractive (2 for yes ). The statement describes the strategic positioning that the company prefers in a way that helps to identify the sort of competitive advantage it will look for, as the company seeks to create the most innovative experiences (2 for yes ). The statement partially reflects values that link with the organizations purpose and acts as beliefs with which employees can feel proud (1 for somewhat ).
The values resonate with and reinforce the organizations strategy (2 for yes ). The statement does not describe important behavior standards that serve as beacons of the strategy and the values (0 for no ). The behavior standards are not described in a way that enables individual employees to judge whether they are behaving correctly (0 for no ). The statement gives a portrait of the company, capturing the culture of the organization (2 for yes ). The statement is easy to read (2 for yes ).
Googles mission
Another mission statement, which can be evaluated according to Campbells 10-question test, is Googles mission. Generally, it sounds in the following way: Googles mission is to organize the worlds information and make it universally accessible and useful ( Dont Be Evil, 2011, para. 1).
Taking into account the previous point scale, the following answers can be obtained: 1) Google seeks to satisfy the claims of both consumers and producers (1 for somewhat ); 2) the mission describes the companys responsibility to its stakeholders (2 for yes ); 3) the business domain is defined, but there are no explanations why it is attractive (1 for somewhat ); 4) strategic positioning is partially described (1 for somewhat ); 5) no values are identified (0 for no ); 6) the question has no sense, as it is closely related to the previous issue (0 for no ); 7-8) no important behavioral standards are described (0 for no ); 9) partially, the statement gives a portrait of the company (1 for somewhat ); 10) the statement is easy to read (2 for yes ), but there are no details, which can give an opportunity to consider Googles statement as a guide to behavior.
The Home Depots objective
The third mission statement, which is to be considered, is Home Depots mission. Its objective is to provide the highest level of service, the broadest selection of products and the most competitive prices (Warren, 2012, para. 5).
Generally, it is a values-driven company and its strategic planning of a business organization seems to be the most appropriate; thus, the details of its mission statement provide us with a complete understanding of the companys final aim. The company satisfies the claims of both consumers and stakeholders (1 for somewhat ).
As far as some of the companys core values include creating shareholders values and taking care of all people, the second and third questions will be answered positively (4 in total). Other values, which include excellent customer service, doing the right things, giving back, strong relations development, and respect for all customers, give us an opportunity to answer yes all the other questions.
The third mission strategy is considered to be the most appropriate, as it reflects important factors of the strategic planning.
References:
Dont Be Evil. (2011). Cornell.edu.
Kelsey, C. (2011). Preparing Vision, Mission, and Value Statements. Csub.edu.
Warren, L. (2012). Introduction. New Charter University.
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