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All businesses
have certain ideals and values that guide their strategic decisions.
The mission statement for a business is an expression of
the core values, principles and the overall purpose of the business.
It is a concise version of why a business exists and whom it exists
for. An example of a mission statement for a hotel might be: “to
deliver unparalleled customer service and superior comfort to vacationing
families at an affordable price”. There are no rules for writing
a mission statement however - Pepsi's mission statement is simply
"Beat Coke".
A vision
statement is often found accompanying a mission statement. It
outlines the guiding vision of a business, including where it intends
to be in the future, goals that it will strive to achieve and how
it will act in order to reach its vision.
Although most
businesses have mission and vision statements, the extent of their
usefulness is often questioned. Many mission and vision statements
are filled with jargon and phrased in ambiguous terms. They often
state goals that are unrealistic and are similar to those of other
businesses, which defeats their purpose; after all, if every restaurant’s
mission were to provide the best quality food and service, then
all but one would have failed. Saying that you are going to provide
unparalleled service is one thing; providing it is another.
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