1. This can be defined as a practical, clear and meaningful statement of the business that you are building.

   Ideally it is a statement of unique purpose that distinguishes your company from other organisations and defines the boundaries and scope of the company's activities.
   
   

2. It outlines who your company/organisation is, what it does and where it is headed.

   But this is not about stating what business you are in (such a ‘become the largest Garden Centre chain in the UK’). Instead it must focus on the needs of your customers (and other stakeholders).
   
   

Example mission statements.

Tesco

'To create value for customers to earn their lifetime loyalty'

Oxfam

'Oxfam works with others to overcome poverty and suffering'

Coca-Cola

Everything we do is inspired by our enduring mission:

• To refresh the world in body, mind, and spirit.
• To inspire moments of optimism - through our brands and our actions.
• To create value and make a difference everywhere we engage.
  
  

EasyJet

• To provide our customers with safe, good-value, point-to-point air services.
• To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes.
• And to achieve this we will develop our people and establish lasting relationships with our suppliers.
  
  

IBM

'At IBM, we strive to lead in the invention, development, and manufacture of the industry’s most advanced information technologies, including computer systems,  software, storage systems, and microelectronics. We translate these advanced technologies into value for our customers through our professional solutions, services, and consulting businesses worldwide'

JCB

'Our mission is to grow our company by providing innovative, strong, and high-performance products and solutions to meet our global customers’ needs'

Note that a mission statement is different to the company vision.

Key elements of your mission statement.

The mission statement is developed using careful analysis of existing and forecasted market environmental conditions and the resources, assets, competences and technology of the organisation.

Pearce and David (1987) argued that a mission statement should include:

1. Customers

   And how to best deliver their needs.

2. Product/service

   And how to develop them to offer increased customer value and competitive advantage.

3. Employees

   Their needs, and how to maximise the return on their efforts.

4. Geographic markets
5. Technology
6. Growth and profits
7. Company philosophy

   Your values, ethics and beliefs

8. The company’s distinct competence

   Part of your value proposition to customers.