Company Description and SWOT Analysis

Page 72-73

Company’s Objectives/Statement of Mission

Many, if not most, successful large companies describe the main goal of their internal planning process as articulating and clarifying their “philosophy” or “mission.” The best, most effective Mission Statements are not mere empty words, but principles and objectives that guide all other aspects and activities of the business.

“We are a mission-driven business. We are democratizing organic and fair trade.”

Seth Goldman

Cofounder, Honest Tea

You should be able to sum up the basic objectives and philosophy of your company in just a few sentences. One statement should encapsulate the nature of your business, your business principles, your financial goals, your “corporate culture,” and how you expect to have your company viewed in the marketplace.

A Statement of Mission provides focus for your company and should be the defining concept of your business for at least the next few years. It should be the result of a meaningful examination of the foundations of your company, and virtually every word should be important.

A finished Mission Statement might be: “AAA, Inc., is a spunky, imaginative food products and service company aimed at offering high-quality, moderately priced, occasionally unusual foods using only natural ingredients. We view ourselves as partners with our customers, our employees, our community, and our environment, and we take personal responsibility in our actions toward each. We aim to become a regionally recognized brand name, capitalizing on the sustained interest in Southwestern and Mexican food. Our goal is moderate growth, annual profitability, and maintaining our sense of humor.”

The Statement of Mission worksheet on pages 72–73 helps you outline your company’s objectives.

Statement of Mission

Describe your company’s philosophy in terms of the areas listed below.

· Range/Nature of Products or Services Offered

· Quality

· Price

· Services

· Overall Relationship to Customer

· Management Style / Relationship to Employees

· Nature of Work Environment

· Relationship to Rest of Industry

· Incorporation of New Technology

· Growth/Profitability Goals

· Relationship to Community/Environment/Other Social Responsibility Goals

· Other Personal/Management Goals