2.1.1 Defining a Market-Oriented Mission
An organisation exists to accomplish something.
A mission statement is a statement of the organisation’s purpose – what it wants to accomplish in the larger environment.
To define its mission, the company should address the following questions: What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be?
Some companies define their missions in product or technology terms.
Mission statements should be market oriented.
A market-oriented mission statement defines the business in terms of satisfying basic customer needs.