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What is a mission statement?

Let's look at vision statements and how the provide employees and stakeholders with clarity about the organisation.
Jigsaw pieces being held up to the sun.
© Coventry University. CC BY-NC 4.0
From a strategic perspective, in Exploring Strategy: Text and Cases, Johnson et al. (2017: 7) define a mission statement as follows:
‘A mission statement aims to provide employees and stakeholders with clarity about what the organisation is fundamentally there to do.’
What does an inspirational mission statement look like?
Look at the infographic The 24 most inspirational company mission statements available on Unum’s website. A comparison is made between each mission statement and the organisation’s stated brand values.

Your task

Investigate where the mission statements below come from. In step 2.4 ‘Vision’ versus ‘mission’?, you were introduced to the key elements of good mission statements. How good do you think these mission statements are?
1. ‘To be the most reliable global network for customers and suppliers, that delivers value through products and services. To be a responsible value creator for all our stakeholders.’
2. ‘We continue to sustain and improve on our market leadership in Cement Manufacturing, Sugar Milling, Sugar Refining, Flour Milling, Manufacturing of Pasta ( Spaghetti & Macaroni ), Port Operations, Noodles Manufacturing, Packaging Material Production and Salt Refining. In line with our philosophy, we will continue to provide the basic needs of Nigerians.’
3. ‘They strive for exceptional financial performance and growth based on their commitment to the pursuit of a sustainable world through combining long-term economic value, environmental stewardship and social responsibility.’
4. ‘We are a business entity; Oil and gas is our core business; We add value to this resource; We contribute to the wellbeing of the society.’


Johnson, G., Whittington, R., Regnér, P., Scholes, K., and Angwin, D. (2017) Exploring Strategy: Text and Cases. 11th edn. Harlow: Pearson Education Limited.
© Coventry University. CC BY-NC 4.0
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