Mission Statement Criteria Essays Examples
Creating an image as well as market share can be achieved through using big-name endorsement, carrying promotional events, as well as having big-budget as ways of connecting with customers in achieving an organization’s mission. Mission statement denotes firm’s purpose. Matters the company wants to achieve in the wider environment (Cram101, 2009). As such, sound mission statement considers value for customers, defines customers of the organization, describes its business, and explains what the business wants to become. Mission statement must be meaningful, definite, and motivating. It must stress the firm’s strengths and dictates how the firm intends to outdo competitors in the market. Mission statement must concentrate on consumers as well as consumer experience the organization seeks to build. Mission statement can be used by an organization to offer customers a window or entry into the globe’s information, anywhere it may be accessed.
The mission statement of Walmart is “Saving customers money so that they may live better” (Dunne, Lusch, Carver, & NRF, 2011). Contrary to the mission statement criteria, the mission statement of Walmart sounds as a slogan rather than a mission statement. It is short and gives only two components: self-concept and customers. It lacks components of markets, technology, products and services, philosophy, concern for survival and public image, as well as workers (Dunne et al., 2011). For that reason, it gives limited information about the main purpose of the firm or business. Moreover, Walmart mission statement addresses few stakeholders. The Walmart's mission has not covered the main objective of a mission. Besides, the firm does not offer any values within the mission, though states them discretely. For the company (Walmart), to use effectively their mission statement as communication technique the organization should offer information on their business and address stakeholders.
Cram101, T. R. (2009). Outlines & Highlights for essentials of strategic management by Charles: 9780547194325. S.l.: Academic Internet Publish.
Dunne, P. M., Lusch, R. F., Carver, J. R., & National Retail Federation (U.S.). (2011). Retailing. Mason, OH: South-Western Cengage Learning.