A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization. (Marketing: an Introduction p.39) Basically meaning that a good mission statement tells the customer what the company is all about in a way that makes the customer want to buy or use your product. E.g. Cold Stone Creamery who’s mission statement is: “to make people happy around the world by selling the highest quality, most creative experience with passion, excellence, and innovation.” (Marketing: an Introduction p.39) The best mission statements don’t simply tell what the product is or what it does but is market oriented. So instead of saying that Home Depot is where you can buy home improvement and home repair it’s mission statement is: “We empower consumers to achieve the homes of their dreams.”
That said some of my favorite mission statements among those made within the class are as follows:
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