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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, let’s consider The Walt Disney Company’s 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 Campbell’s 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 company’s 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 organization’s purpose and acts as beliefs with which employees can feel proud (1 for “somewhat”).
The values resonate with and reinforce the organization’s 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”).
Google’s mission
Another mission statement, which can be evaluated according to Campbell’s 10-question test, is Google’s mission. Generally, it sounds in the following way: “Google’s mission is to organize the world’s information and make it universally accessible and useful” (“Don’t 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 company’s 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 Google’s statement as a guide to behavior.
The Home Depot’s objective
The third mission statement, which is to be considered, is Home Depot’s 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 company’s final aim. The company satisfies the claims of both – consumers and stakeholders (1 for “somewhat”).
As far as some of the company’s 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:
Don’t 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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