Definition of mission statement

A mission statement is a statement declaring the purpose of an organization or company

and the reason for this company's existence. A mission statement provides framework and
context to help guide the company's strategies and actions by spelling out the company's
overall goal. These statements serve a dual purpose by helping employees to remain
focused on the tasks at hand, as well as encouraging them to find innovative ways of
moving towards an increasingly productive achievement of company goals. It's important
to note the distinction between a mission statement and a slogan. A mission statement is
not a marketing tool designed to grab attention uickly. !hile it should be catchy and
memorable, a mission statement is a thoughtful declaration designed to articulate the
goals and philosophies of a company.
The !alt "isney #ompany$s mission for example is %to entertain and to bring happiness
to millions&.
Purpose of mission statement
A mission statement has different purposes so as to serve and define the organisational
goals and ob'ectives. Properly crafted mission statements have the following
purposes:
(. It ensures some transparency for investors and employees so that they have
confidence when they are investing capital or labour in an organisation
). It acts as guideline so as to ensure that all stakeholders focused on the same goals and
ob'ectives.
*. It gives the customers an idea on the range of activities the organisation is involved
and focused.
+. It defined the main ob'ectives of an organisation and indicates the organisation future
direction.
,. It clearly indicates which markets will be served and how this will be done
-. It communicates the organisation$s intention and motivates all stakeholders who are
involved in the delivery of good output to promote desired success.
Everything on the earth has a purpose, every disease an herb to cure
it, and every person a mission.

American North West Coast Salish Indian saying.