Good Mission Statements Have Five Major Characteristics. List and Discuss Each of These. Essay

336 WordsMar 18, 20142 Pages
Good mission statements have five major characteristics. List and discuss each of these. Organization defines its mission with a mission statement which is the guide to its operations and can be considered the most important thing to a company as a whole. A good mission statement should accurately explain to the employees, managers, and customers why their organization exists and what it hopes to achieve in the future. According to Philip Kotler and Kevin Keller, a good and captivating mission statement should have the following characteristics: 1) It should be focused on a limited number of goals. It is important to use only the most important and clear goals. Creating an organization’s mission statement is a process of gathering ideas and suggestions for the mission and honing them into a short, sharply focused phrase. 2) The statement stresses the company's major policies and values. An effective mission statement clearly defines who the customer is and what services and products the business intends to provide. It also serves as a guide for day-to-day operations and as the foundation for future decision-making. 3) Define the major competitive spheres within which the company operates. The mission statement must include summarized information of the industry the company operates in; define the range of products and competences it will master. It must identify the customers the company will serve, the territory where the company will operate, and the number of channel levels in which a company will participate. 4) Take a long term view. A good mission statement must stay relevant for 10-20 years and should be changed once it is not relevant any more. It must be like a dream that is almost impossible to become true but the mission statement must motivate to make it true. 5) Be short, memorable, and as meaningful as possible. A mission statement should be

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