Reading: Mission Statement Examples
Roy Larke
Some Examples of Mission Statements
When looking at what companies do and then comparing those simple facts with their mission statements, it is often easy to see how the mission statement seeks to define the company’s existence in terms of its value to its customers.
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What Starbucks does We sell coffee and snacks. |
Starbuck’s Mission We sell ‘The Starbucks Experience’, one that enriches people’s lives one moment, one human being, one extraordinary cup of coffee at a time. |
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What Instagam does We are a social networking app for posting photos and videos. |
Instagram’s Mission We help people capture and share the world’s moments. |
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What IKEA does We offer a wide range of home furnishing products at low prices |
IKEA’s Mission We help people create a better everyday life at home. |
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What Amazon does We provide a massive global cloud infrastructure that allows you to quickly innovate, experiment and iterate. |
Amazon’s Mission Our mission is to continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything and empower businesses and content creators to maximise their success. We aim to be Earth’s most customer-centric company.
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What Apple does Sells computers and software
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Apple’s Mission Apple is committed to bringing the best user experience to its customers through its innovative hardware, software and services.
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Exercise: University of Waikato Mission Statement
The University of Waikato’s mission statement (University of Waikato Website) is as follows:
Our Mission is to combine the creation of new knowledge through research, scholarship and creative works with the dissemination of knowledge through teaching, publication, and performance for the benefit of society.
How might you re-write this to improve the statement from a marketing point of view?
Mission Statements
All businesses should have a simple mission statement. These inform both employees and external stakeholders what the main goals and philosophy of a business are. Ideally, a good mission statement will explain very clearly and concisely what value the company offers to its customers.
