Developing Your Mission Statement

A mission statement for your business is one of the most important definitions you can create.  If constructed with thought, it will communicate your business purpose to your customers and guide yourself and your staff in making critical strategic decisions about the direction of your company.


Your mission statement should be a clear overview of your company values and ideals.  A well thought out mission statement can convey your business purpose and reason for existence to your customers, suppliers, employees and shareholders.


Ideally, your mission statement should be no more than three or four sentences long, or a short list of bullet points, and should define the business that you want to be in, not necessarily the business that you are in.  Most importantly, it should contain a summary of your business objectives that allows progress towards them to be measured and it should differentiate your business from other businesses in your industry.


Key Elements of a Mission Statement

What does your business do, what is the reason for your businesses existence?

Who benefits from your business products or services, what are you trying to achieve on behalf of your customers?

Why is it better than other businesses products or services in the marketplace?

What do you do well?

What would you like to be doing better?

Who do you serve best?

Who would you like to serve better?

What actions would you like to be distinguished for?

Where would you like your business to be going?


Mission Statement Examples

‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered’.

'Cadbury has established itself as a company of fairness and integrity, which always attempts to operate as a socially responsible business'.   


Coca Cola
'CCA is becoming a broader based beverage company by being the supplier of choice for both carbonated and non-carbonated beverages.  To achieve the financial targets CCA is focused on the following five pillars of future per capita growth: product and package innovation; cold drink equipment placement; outlet expansion; non-carbonated beverages expansion; customer service improvement'. 


Hungry Jacks

"To be the best Fast Food Hamburger Restaurant in terms of customer satisfaction in both product and service and individual restaurant profitability".


'McDonald's brand mission is to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience -- People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience'.



'As a company, and as individuals, we value integrity, honesty, openness, personal excellence, constructive self-criticism, continual self-improvement, and mutual respect. We are committed to our customers and partners and have a passion for technology. We take on big challenges, and pride ourselves on seeing them through. We hold ourselves accountable to our customers, shareholders, partners, and employees by honoring our commitments, providing results, and striving for the highest quality'.


General Motors
'We are working to create an environment that naturally enables GM employees, suppliers, dealers and communities to fully contribute in the pursuit of total customer enthusiasm'.


'We will become the world's most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live'.


Disney's Environmentality Mission Statement

'The Walt Disney Company is committed to balancing environmental stewardship with its corporate goals and operations throughout the world'.


Dell Computers
'Dell's mission is to be the most successful computer company in the world at delivering the best customer experience in markets we serve.  In doing so, Dell will meet customer expectations of:

  • Highest quality
  • Leading technology
  • Competitive pricing
  • Individual and company accountability
  • Best-in-class service and support
  • Flexible customization capability
  • Superior corporate citizenship
  • Financial stability'

'Google's mission is to organize the world's information and make it universally accessible and useful'.


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