Cosmetic company mission examples. How to write a company mission? Missions of IT and Social brands
Mission of the company: examples and technologies for creating the Mission
The mission is necessary both for the organization and for each individual. Some manage to find such an organization working in which they manage to realize their own Mission.
The fact that a company has a Mission can be compared to a ship having a guiding star in the sky, which it orients itself to in order to continue its further journey without having an accurate map of the area. The mission of the company is not a panacea for all troubles, but its presence can inspire people, help them feel the meaning and significance of their work, and understand why they should get up in the morning and go to your office. You decide why you exist. The mission and purpose, like a magnet, attract the best people to the company, and gives customers the opportunity to once again be convinced that you really care about them.
Top 100 Missions Western and Russian companies: read below
If your company has , we can help you bring it to all target audiences of the organization. Perhaps you are ripe for an upgrade of your Mission? Then we will be able to suggest you how best to formulate the Vision and Mission of the organization. If you have both, please contact us in order to choose the right strategy for the realization of your Vision and the realization of your Mission! But first, read to the end - and look at examples of the Missions of many successful companies!
Every top manager sooner or later needs to answer the question: which development path to choose: short-term profit or a strategic and socially significant direction? And depending on this choice, top managers and business owners determine their lives as well. The level of stress in the constant search for short-term profits, and participation in fierce competition become unbearable. And the meaning and joy from the activities of such an organization, its creators feel less and less. Therefore, the issues of Meaning, Vision, Mission and the use of tools to bring all these intentions to life become more relevant than ever.
Modern business is characterized by a high level of uncertainty and a high rate of change occurring in almost all industries. , but while we think about it, “now” turns into “yesterday”, and many ideas become either irrelevant or implemented by someone else. The question arises, how to develop a business and how to choose priority areas? Studies of the best companies both abroad and in Russia unequivocally indicate that success is more often achieved by those organizations that have a clearly formulated Mission, which is shared by all its employees.
"Do we need a mission for our organization?, and if needed, what is it? ". Many companies do not look for the answer to this question and as a result their activities are rather chaotic and unsystematic. This kind of activity is aimed at "short-term" or "momentary" profit. Such companies participate in a race where they and their competitors are doing it and they have to “run just to stay put.” Some organizations have a mission slogan that is posted on their website, but none of the employees know it. do such companies really have a Mission, and that in carrying out their activities they act on the basis of the Vision?No!They go with the flow!
So does an efficient business need a Mission or not? If the company's business brings a stable profit even without a Mission, then maybe treat this phenomenon as a fashion trend that will soon pass? The world is changing too fast to be slow. Behind the formulation of the Mission there is always the Uniqueness of the company, and the Values that are important both to the staff of the organization and its managers, shareholders and customers.
“Mission is the glue that keeps a company from falling apart as it grows, decentralizes, diversifies.”
If a company has neither uniqueness nor values, it may just have access to good resources and it will be able to exist carefree for a while (depending on what stage of the life cycle it is in). And then what? The difference between companies that follow their Mission and ordinary companies lies in the quality of their development and in those who have a Mission will realize it and move to a new stage, and companies that go with the flow are likely to lose their bearings and face the problem of self-determination and survival.
100 EXAMPLES OF MISSIONS OF FAMOUS COMPANIES:
Here are examples of the missions of successful companies (their short versions are slogans), which show how in one or two lines you can explain the reason for the existence of the organization:
- Kodak "We help the world create memories and make money."
- Disneyland "We work to ensure that adults and children spend more time together."
- The mission of Castorama stores is to help customers make their homes better and more comfortable, transform the laborious and costly process of repair and improvement into an interesting hobby accessible to everyone.
- "The mission of the Ritz-Carlton hotel chain is tireless care and providing maximum comfort to every guest."
- Mary Kay's mission: "To brighten the lives of women around the world by providing clients with quality products for independent beauty consultants and providing them with unlimited career opportunities, doing everything to ensure that women who encounter Mary Kay can fulfill themselves."
- Google's mission: "to organize the world's information and make it universally accessible and useful."
- Facebook's mission is to "empower people to connect and make the world more open and connected."
- IKEA: "everyday life of ordinary people".
- XEROX: "Sharing Knowledge Through Documents".
- The Bank of New York: We strive to be recognized as the global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.
- Harley-Davidson: We make people's dreams come true with our experience building the best bikes ever!
- Yandex's mission is to help people solve problems and achieve their goals in life.
If your company cannot be recognized by the wording of the Mission, then either your Mission is unsuccessful, or the company needs to determine its Uniqueness!
- Apple mission:“Apple makes Mac computers the best personal computers in the world, along with OS X, iLife, iWork and software. Apple continues the digital music revolution with its iPod and iTunes. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store and is shaping the future of mobile mass media and computing devices with iPad.
- Zappos' mission is to provide customers with the best value possible.
- Amazon's mission is to be "the most customer-conscious company on earth."
- Samsung Mission - We use the human and technological resources of the company to create products and services of superior quality, thereby realizing our own in improving the global state of society.
- Twitter's mission is to enable everyone to share ideas and information instantly, without barriers.
- Sberbank's mission - We give people confidence and reliability, we make their lives better by helping them realize their aspirations and dreams.
- Enter company mission: - We are for the present. Honestly. With love. As for yourself.
- Mission of Citibank - Citi works tirelessly for the benefit of citizens, communities, organizations and nations. With over 200 years of global experience in tackling the toughest challenges and realizing existing opportunities, we strive to provide the best possible value. economic result for our clients by offering simple, creative and responsible financial solutions. We connect over 1,000 cities, 160 countries and millions of people.We are your global bank. We are Citi.
- Mission of JTI Tobacco Company: Our mission is to create a powerful international tobacco company that will operate with the maximum benefit for its shareholders, employees, consumers and society as a whole and strive to become a leader in its industry.
Mission of Apple Computer, Inc. at the beginning of its activity "We offer computers of the highest quality for people all over the world."
Mission of Best Friends Animal Society: better world through kindness to animals.
A company's mission is a stated statement as to why or why the organization exists, other than to make a profit.
Ask a question about the Mission!
- McDonald's Mission: To be our customers' favorite place to eat or drink.And the formula for achieving this is one old McDonald's formula: KKCH and D, which means Quality, Service Culture, Cleanliness and Availability.
- BMW mission: BMW Group is the world's leading provider of premium products and premium services for personal mobility.
- Valio - "To feel good"
- The mission of the Lukoil company: We were created to turn the energy of natural resources into .
- Polaroid's mission: To improve the instant photography and digital market to meet the growing need for people to capture the faces of friends and family, places that are dear to their hearts, and funny moments in life.
- Daria's mission: "To free consumers for a fulfilling life by producing high-quality, easy-to-prepare products."
- Levi-Strauss mission: “We will bring to market the most beautiful and popular casual wear in the world. We will dress the whole world."
- Toyota's mission: To give our customers the pleasure of high-quality Toyota vehicles. We are responsible for every vehicle we sell. We are where Toyota professionals use their years of experience and knowledge of advanced Toyota technologies to meet the needs of our discerning customers. The Company's mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified service.
Mission of the New York Public Library: To inspire lifelong learning, spread knowledge, and strengthen our communities.
Walmart Mission: We save people money so they can.
- Gazprom: OAO Gazprom Gazenergoset, as a specialized operator, OAO Gazprom sees its mission in providing consumers with products from gas and oil refineries of the Gazprom Group, while maintaining a high level of safety and consistently developing activities related to the sale and use of this product.
Unilever's mission is to energize life. We meet people's daily needs for food and hygiene. Our brands help you feel great, look great and enjoy life more.
The mission of the Coca-Cola Company is based on 3 principles, which are formed as follows: Refresh the world, body, mind and spirit; through our drinks and our deeds; Bring meaning to everything we do. Our vision of tasks is based on five words that reflect our values! At the heart of each of them is a word that - coincidentally - begins with the letter "P". This is what the five P's sound like: People, Planet, Products, Partners, Profits!
MegaFon mission: MegaFon will unite Russia by breaking down barriers and developing communications to become the obvious choice for everyone. MegaFon proceeds from the company's social mission, which is to create conditions for people to communicate, without regard to borders and distances.
The mission of Microsoft (Microsoft):Our mission at Microsoft is to help people and businesses around the world fully realize mine To achieve this goal, talented, energetic, bright and creative people are required, with the following virtues: integrity and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.
The mission of Youtube video hosting is to provide quick and easy video access and the ability to share videos frequently.
Lenovo mission (Lenovo): For those who do! For those who do! (as an option, "For those who act!"). At Lenovo, our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business that is respected around the world. This Vision guides us on our mission to become one of the world's greatest technology companies. We will accomplish this via: Personal computers, Convergence and Culture.
Mission of MTS Company: We work to make MTS the best operator for our clients. We want every person who comes to the MTS salon, calls our call center, uses the company's services, to like being an MTS client. Thanks to reliable communication, MTS provides customers with the opportunity to build and improve their lives, to constantly develop. All MTS resources are aimed at making the life of MTS customers richer, more interesting and filled with new opportunities thanks to the company's services.
The mission of the Russian Railways (Russian railways) is to meet the market demand for transportation, increase the efficiency of operations, improve the quality of services and deep integration into the Euro-Asian transport system.RZD brand mission:We are the most important part of the global system of movement of people, goods and technologies. We work for clients, we contribute to the unification of peoples, we integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skill of a team of professionals high level and innovative technologies.
Aeroflot Group's mission: We work to ensure that our customers can quickly and comfortably cover long distances, which means they can be mobile, meet more often, work successfullyand see the world in all its diversity. Vision: Our goal is to remain the undisputed leader in domestic and international air transportation in Russia and to be inamong the best airlines in the world, combining dynamic development and high reliability with quality service.
- Nike's Mission: "Bring inspiration and innovation to every athlete* in the world" ("If you have a body, you are an athlete," said legendary University of Oregon track and field coach and co-founder of Nike, Bill Bowerman)
- Mission: “Sakhalin Energy strives to be the world's leading energy producer. We build our activities on the basis of efficient, reliable and safe production, responsible attitude to social and environmental issues.”Vision: "To be the leading source of energy for the Asia-Pacific region."
- Mission of AQUAART GROUP: We create new value in the lives of people all over the world. We believe that only at home we can get that supply of positive emotions that fill our lives with meaning. Therefore, we have chosen home improvement as our field of activity.
- Wrigley Mission and Vision: Wrigley. Creating simple pleasures to .Our mission: Wrigley is a company without borders. Because that's how we see the world. Whether it's chewing gum that keeps your mouth healthy, fresh and clean, or a handful of our candy puts a smile on your face, we strive to bring goodness to people through our products, and never lose it.Our creativity drives us forward, to new places, with new products, for new occasions, in new ways for the world to enjoy Wrigley.Whenever you want to spice up your day a little and add some freshness to it, we are always at your fingertips, but the choice is always yours.
- Rostelecom mission: More opportunities for everyone. Rostelecom creates more opportunities for people, both through its services and through the implementation of projects and initiatives that touch on topics important to society. Telecommunications can change and improve people's lives, and this is exactly what Rostelecom strives for in relations with everyone who comes into contact with the activities of our company.
- The mission and vision of Benetton. The Benetton Group is future oriented. Her story is built on innovation and seeing what others don't see. The Benetton Group has always been a leader and at the forefront: with colors, with a revolutionary approach to sales, with an absolutely unique production and trading network and with a universal form of communication, which is created as social phenomenon, and as a cultural discussion. The mission of the Benetton group has been global since before the advent of globalization, but the company has always moved in its own way.From the beginning, Benetton envisioned fashion for a global community where young people of every race live. Benetton is moving in its development on high speed, overcoming geographic, political and any ideological boundaries.Benetton is a responsible Group, sensitive to the needs and challenges of today, attentive to the environment, human dignity and the transformation of society. Benetton is focused on growth, not as an end in itself, but as a means to promote progress.
- Yota's mission is to be the leading developer and provider of innovative mobile services that will change the perceptions and experiences of people in the field of communication, entertainment and information consumption even one iota.
- Svyaznoy mission: We work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and an attractive choice.
- Canon's mission is to help people realize the full potential of the image (Power of Image). The European brand slogan You Can ("You can") was launched in 2002 and aims to inspire customers to realize the potential of the image.
- Gillette Mission: Gillette has been at the heart of men's shaving for over 100 years. Every day, more than 800 million people around the world trust their faces and skin with innovative Gillette razors and shaving products. We are committed to providing people with the very best personal care products, including deodorants and body washes. All designed to meet people's unique needs, helping them look great, feel good and perform at their best every day.
Mission of the Holding Company "Constellation of Aquarius":
We see our mission in achieving the best results for shareholders, customers and employees of the Company. Our efforts and our successes are aimed at building a healthy, strong and prosperous state and society as a whole. We strive to be the best, which means: employees are proud of their achievements, we are preferred by customers, authorities, we are respected by competitors, we are respected in society. We define the following goals for the Holding Company: stable profit in the long term from the management of shareholders' assets, the creation of new types of business,
asset restructuring. Our approach to business is based on: using the most effective methods business process management, on creating a favorable, comfortable atmosphere for the work of employees, allowing to form corporate culture and educate team spirit. To evaluate business performance we are looking at: increasing shareholder returns, increasing financial efficiency, increasing competitive advantages,
favorable public opinion, a dedicated team of like-minded people. (This example shows that the mission should contain not only a slogan, but also a decoding of what the company understands by it, namely its success criteria, its goals, approach to business, performance evaluation, and much more! For publication in open sources usually use a short version of the mission, and a more detailed one with specific figures and plans is used to implement strategic management within the organization).
»: We contribute to the development of companies that create the Future!
What should be the mission of the company? If by the wording of the Mission you can guess what kind of company it is, then this Mission deserves attention! When the Mission Statement is vague or does not reflect the deepest intentions of the company, then it very often looks too general. In this case, any company name can be put in such a wording, and such a Mission will look exactly the same. Avoid standard clichés and hackneyed phrases and overly abstract descriptions of why your organization exists.
In the article you will learn what the mission of the company is and why you need it. Examples of the missions of the most successful companies and a step-by-step scheme for creating the mission of your company.
What is a mission and why is it needed
"If your only goal is to become rich, you will not achieve it"
John Rockefeller
In order to build a great company, you need something else, a kind of sailor-like guiding star to which you will lead your company.
To begin with, you choose the direction where you want to lead your campaign and then prescribe the path. This is the essence of the mission.
The mission of the company is a kind of meaning of all actions that the company conducts in social life society.
I understand, somehow it turned out confusing, let's try in simple words.
The mission is what gives you the strength not to leave the business halfway through the routine of everyday problems. This is what will not let you give up. This is what will attract like-minded people to your team with whom you will achieve your goal. This is what will pull customers to your company like a magnet.
Just do not think that the mission is the cure for all business ailments, but when the company has it, this is a huge plus than when it is not.
Before you continue reading, answer one question:- “Have you come to business for a long time or is it like this to “bite”, there little by little “chop” some money?”
I hope your answer is yes, for a long time.
In this case, you need to think about a business development strategy so that your company does not pull from side to side like a frigate during a storm. And the mission of the company is an integral part of this strategy.
You can talk about the mission of your company both in one sentence and in the development program of the organization as a whole.
The main thing: the mission must be accepted by all members of your team, otherwise either rewrite the mission or recruit a new team.
Benefits of the company's mission
When you create a company mission and your team fully supports it, you will fully experience all the benefits of the mission:
- The company will become understandable and attractive to investors and partners at all levels;
- Company management will be more transparent;
- The leadership at all levels will understand the role and contribution of each to the common cause. Thus, you will not have disruptions to the plan and deadlines for unknown reasons;
- You will have your own evangelists among both employees and clients;
- Your employees will feel their involvement in a great cause and ... will try to comply;
- You will be able to determine the corporate values of the company;
- The whole process strategic development will become clear even to a fifth grader;
- Your company will have its own culture of behavior and communication in business;
- You will bring more tangible benefits to your country, people and society as a whole!
Company mission - examples
For convenience, I have divided the missions of companies by industry.
Electronics and high technologies
IBM– turn technology into value for customers through professional implementation of solutions, service and advice around the world. Aiming to be a leader in invention, development and production information technologies: computer systems, data storage systems, microelectronics and software.
XEROX We spread knowledge through documents.
Sony is a group of young people with enough energy for an endless creative search.
Samsung– We contribute to the improvement of the global state of society, using human and technological resources to create products and services of superior quality. Lenovo– become one of the world's greatest technology companies by creating personal devices and inspired by our own culture, through which we build a business that is respected around the world.
Apple– we produce the best personal computers in the Mac world along with professional software OS X, iLife, iWork. We continue to revolutionize the world of digital music with iPod and iTunes. Rediscovering mobile phones with the iPhone and the App Store, and shaping the future of mobile with the iPad. At the beginning of the activity, the mission sounded somewhat simpler - to offer computers of the highest quality to people all over the world.
Microsoft We help people and businesses around the world reach their full potential.
Rostelecom– we create more opportunities for people, both through our services and through the implementation of projects and initiatives that touch on topics important to society.
Uralvagonzavod– we strengthen the defense capability and develop the transport infrastructure of the Russian Federation by creating high-tech innovative products for military, special and civilian purposes.
(manufacturer of the ARMATA tank): Strengthening the defense capability and development of the transport infrastructure of the Russian Federation by creating high-tech innovative products for military, special and civilian purposes.
Telecommunications and IT companies
Yandex We help people solve problems and achieve their goals in life.
Google– organize the information of the world and make it available and useful everywhere
Beeline– we help people to get joy from communication, to feel free in time and space.
Megaphone- unite Russia by breaking down barriers and developing communications to become the obvious choice for everyone. We will create conditions for communication between people, without taking into account borders and distances.
MTS— we are working to make MTS the best operator for our customers. We wish that every person who comes to the MTS salon, calls our call center, uses the services of the company, likes to be our client. Thanks to reliable communication, we provide customers with the opportunity to build and improve their lives, to constantly develop. All our resources are aimed at making the life of MTS customers richer, more interesting and filled with new opportunities thanks to the company's services.
Yota— we will be a leading developer and provider of innovative mobile services that will change even one iota the way people think and experience in the field of communication, entertainment and information consumption.
Tele2 We challenge, act quickly and offer a wide range of Internet-based services at an affordable price.
Svyaznoy We work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and an attractive choice.
Youtube- provide quick and easy video access and the ability to share videos frequently.
Facebook- we give people the opportunity to communicate and make the world more open and united.
Twitter- we give everyone the opportunity to exchange ideas and information instantly, without barriers.
Oil and gas industry
Gazprom— the most efficient and balanced gas supply to Russian consumers, the fulfillment of long-term gas export contracts with a high degree of reliability.
Rosneft— innovative, environmentally safe and cost-effective satisfaction of society's need for energy resources. Thanks to a unique resource base, a high technological level and a team of professionals committed to their work, we ensure sustainable business growth and increase shareholder returns. We contribute to social stability, prosperity and progress of the regions.
Lukoil- created to turn the energy of natural resources for the benefit of man.
Banks
Sberbank— we give people confidence and reliability, make their lives better, helping to realize aspirations and dreams.
Bank opening— we help our clients, employees, contractors and even competitors realize their financial opportunities.
The Bank of New York— strive to be recognized as a global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.
Citibank- a reliable partner for our clients, with due responsibility providing them with financial services that contribute to sustainable development and economic progress. For the benefit of our clients, we invest in sound assets, provide loans, process payments and provide access to capital markets. We help our clients solve the most difficult tasks and make the best use of the opportunities that open up. We connect millions of people in hundreds of countries and cities.
Government agencies and non-profit organizations
Mission of the State Hermitage Volunteer Service- we cultivate a sense of responsibility for the preservation of cultural heritage.
CIA- the eyes and ears of the nation, and sometimes its invisible hand. Achieving the mission in the following way:
— Gathering only the necessary intelligence.
— By providing up-to-date, objective and comprehensive analysis on time.
- Perform protective actions against the President of the United States to prevent threats or to achieve US political goals.
Services sector
Aeroflot– we work so that our customers can quickly and comfortably cover huge distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. We give customers the opportunity to choose thanks to an extensive route network and various air carriers of the Group: from a low-cost airline to a premium airline.
Russian Railways– we work for clients, we contribute to the unification of peoples, we integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skills of a team of high-level professionals and innovative technologies.
First Freight Company— we provide the best quality of transport and logistics services on the market. We will make railway transportation of goods affordable and attractive for the client.
Disneyland— we work so that adults and children spend more time together.
Ritz-Carlton hotel chain– tireless care and ensuring maximum comfort for each guest.
New York Public Library— we inspire continuous learning, spreading knowledge and strengthening our society.
Consulting companies
Solution consulting— we contribute to the growth of domestic companies, helping to implement effective development methods.
McKinsey & Company We help clients make individual, lasting and significant improvements in their operations and build a great company by attracting, inspiring and retaining exceptional people.
The Boston Consulting Group We analyze, learn and then act. We bring together people who can challenge the prevailing notions and bring about the very transformations that are needed. We help clients develop the right competencies and achieve long-term benefits. And we shape the future. Together.
Metallurgical industry
RUSAL— become the most efficient aluminum company in the world, which we and our children can be proud of. Through the success of RUSAL - to the prosperity of each of us and society.
Metalloinvest– we will provide the buyer with high quality metal with the provision of the highest possible level of service.
Cherepovets Metallurgical Plant- a leader in creation.
United Metallurgical Company– we produce metallurgical products and products for the fuel and energy complex that best meet the needs of customers due to the optimal ratio of price and consumer properties.
Distributors, networks and enterprises of trade and e-commerce
PRINT- a link between publishers and readers.
ribbon– we work to ensure that people in Russia live better and richer, saving their money every day.
sportmaster We make sports accessible! We develop a successful and efficient business, offering customers the best range of quality products for sports and outdoor activities with the best level of service. We contribute to the improvement of the population in the countries of our presence, promoting the values healthy lifestyle life, sports and outdoor activities, improving the quality of life of our customers.
Zappos We provide our clients with the best possible service.
SNA– we will be the undisputed leader in the distribution of FMCG products in the CIS countries, providing customers with high-quality products and perfect service, acting in the interests of society and consumers, employees and shareholders.
Protek We care about the beauty and health of people. We value the economic, social and ethical values of society, honestly fulfilling our obligations to people, partners, investors and the state, and thereby setting business standards.
Dixie– we satisfy the daily needs of the majority of Russian residents with the best value for money – Simple, Near, Neighborly
TERVOLINA- high-quality, comfortable shoes and excellent service - to every customer!
walmart We save people money so they can live better.
AUCHAN— offer more and more buyers a wider range of quality products at low prices.
Leroy Merlin East– make it affordable for everyone to repair and improve their home
Castorama— we help buyers to make their homes more perfect and comfortable, to transform the labor-intensive and costly process of repair and improvement into an interesting hobby accessible to everyone.
IKEA Let's change the everyday life of ordinary people for the better.
Amazon— become the most customer-friendly company on Earth.
ebay- provide a global marketplace where anyone can sell or buy almost anything.
Alibaba— remove all barriers between the buyer and the seller.
Producers of consumer goods
Baltic– we create a high-quality product that gives people the joy of communication, makes their life brighter and more interesting.
Coca Cola- Refresh the world, body, mind and spirit. Awakening optimism through our drinks and our deeds. We bring meaning to everything we do. Our vision is based on five words that reflect our values - People, Planet, Products, Partners, Profit!
Darya– we free up the time of consumers for a full life, producing high-quality products of easy preparation.
Wrigley– we create simple pleasures to brighten up every day.
Luxlite— leadership in the Russian lighter market for a long-term partnership.
JTI– we are creating a powerful international tobacco company that would act with maximum benefit for its shareholders, employees, consumers and society as a whole and strive to take a leading position in its industry.
Unilever- Energize life. We meet the daily needs of people in food and hygiene. Our brands help you feel great, look great and enjoy life more.
Mary Kay We decorate the lives of women all over the world by offering quality products to our customers. We open new horizons for independent beauty consultants and provide them with unlimited career opportunities, doing everything so that women who encounter Mary Kay can fulfill themselves.
Levi Strauss We supply the market with the most beautiful and popular casual wear in the world. Let's dress the whole world.
Nike We bring inspiration and innovation to every athlete in the world.
Adidas— we will be the leader among world sports brands. We achieve leadership based on our vision - our passion for sports makes the world a better place. All our work is inspired by the passion for sport that drives us to improve ourselves and the world around us.
Canon We help people realize the full potential of the image.
Polaroid— we are improving the market of instant photography and digital equipment to meet the growing need of people to capture the faces of friends and family, places dear to the heart and funny moments of life.
Gillette Every day, more than 800 million people around the world trust their faces and skin with innovative Gillette razors and shaving products. We strive to give people the best personal care products, including deodorants and body washes. All designed to meet people's unique needs, helping them look great, feel good and perform at their best every day.
Sphere of public catering
Teremok- creating a national network Catering. We will be loved by customers by offering national dishes of a new generation: pancakes, cereals, stews and kvass, with the best taste in Russia. Our products will become available to most of the Russian population. We are always glad to see people of all ages. We give people joy and pleasure.
McDonald's To be our customers' favorite place to eat or drink. And the formula for achieving this goal is one long-standing McDonald's formula: KKCH and D, which means Quality, Service Culture, Cleanliness and Accessibility.
KFC We bring joy to life.
Automotive industry
AvtoVAZ– we create high-quality cars for our customers at affordable prices, bringing stable profits to our shareholders, improving the well-being of our employees and increasing the value of our business for the benefit of the Fatherland.
GAS– We produce commercial vehicles that guarantee the customer the benefits of the purchase due to uncompromising quality and reliable impeccable service, provided by the highest competence of personnel, partner suppliers, innovations in production and products.
URAL– we meet the needs of society in vehicles with a gross weight of 12 to 44 tons and create conditions for maintaining the performance of vehicles during operation.
KAMAZ— we supply automotive equipment and branded services, helping customers achieve inspiring goals.
Ford“We are a global family and are proud of our heritage, providing personal freedom of movement for people around the world.
Toyota– To maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high quality service and qualified service.
bmw“The BMW Group is the world's leading provider of premium products and premium services for individual mobility.
Harley-Davidson- make people's dreams come true, using our experience in creating the best motorcycles!
The development of the company's mission is a fashionable trend that many follow simply because “competitors created it, but why are we worse?”. In reality, this is the ideological foundation for any business. If a business is created with the sole purpose of making money, then the chance of such a business for a long existence tends to zero.
And if an entrepreneur came up with a company to (God forgive me!) make the world a better place, then defining the mission of the company will not be so difficult. Before we talk about why a company needs a mission, let's define some terminology.
A company's mission is not the same as its vision, strategy, goals, and values.
These concepts are often confused, but in fact they mean very different things.
The mission of your company should answer the question of why the company was created, what is its ideological meaning, the philosophical message of its existence.
For example, Alfa-Bank formulates its mission as follows:
Company mission and values
The mission is the basic, fundamental point in the existence of the company. Values, on the other hand, are consistent with the mission and communicate what is important for the company, and in two directions at once: in relation to employees and in relation to customers. Here is what Leroy Merlin writes about itself about this:
Mission and vision of the company
The vision stems from the mission and values of the business and answers the question of what the company will be like in the future. This can be seen in the example of Samsung's mission and vision combined into one picture:
Mission and strategy of the company
A company's strategy communicates what will be done or is being done to achieve the company's mission. For example, Coca-Cola looks like this:
Mission and purpose of the company
A goal is what a company is striving for. The goal can also be called a business idea, as, for example, at IKEA:
The mission and values almost always remain the same, while the vision, strategy, and goal may change slightly or even change significantly over time.
So why do we need a company mission?
The absence of a mission calls into question the long-term existence of a business, just as the lack of ground under one's feet calls into question the ability to walk. But there are other points too:
- A clearly defined mission will allow you to hire people with similar life principles, creating a more cohesive team.
- If you correctly compose the mission of the organization, then it will be easier to build and implement a PR strategy. A company with deep values always commands respect in society.
When the question "why?" solved, you can move on to the next step and try to understand how to create a working mission in the company. Let's get specific.
1. Do not entrust the creation of the mission to subordinates. The head of the company should write the essence. Asking for help in finding better formulations is not prohibited, but the idea should be written to the creator of the case.
2. It is worth writing the mission of the company without mentioning the desire to make a profit. It is clear that any business is created for money, but here it is better to talk about something more important.
3. The mission must be unique. If it can be used for another company just by changing the name, work on how to formulate the mission of the company next.
4. What is written should be easy to understand. Try to keep sentences short and simple.
5. It is important not only how to write the mission of the company, but also how to formalize it. Make sure that everything is beautiful from the point of view of design.
Writing a company mission requires a clear understanding of why the company does what it does. When this does not happen, it turns out "porridge":
All these big words about “the best in the world” look very pretentious, but they do not tell anything in essence. If you write the mission of the organization in this way, then it only confuses and makes you wonder: does the company really see its mission so chaotically? Why then write about it at all?
And here is an example of how to write the mission of the organization and be on top. Coca Cola writes:
As you can see, there is no universal scenario for writing the organization's mission correctly. The key to success is understanding the basic principles on which everything else rests. Knowing them, you can easily figure out how to correctly formulate the mission of the company and use this “more than text” for the benefit of your organization.
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Practical work
Topic - Defining the mission of the organization, developing goals and strategies
The task
1. Get acquainted with the theoretical material
2. Determine the mission of the organization (give two, three options)
3. Develop the goals of the organization, build a tree of goals
Mission of the organization
Mission- this is the meaning of the existence of the organization, which expresses the difference between this organization and others, its social role.
Key elements that make up the mission of the organization.
- Definition of all areas of activity in which the organization plans to work.
- Strategic Goals established by the organization, the definition key indicators that the organization wants to achieve in the future.
- Competence of staff and competitive advantages. The mission establishes the essence of corporate values. These values include special knowledge and skills.
- circle of influence. The mission identifies groups of individuals and organizations, cooperation with which contributes to the development of the organization.
- The main activities of the organization.
- The main competitive advantages that the organization plans to achieve in the future. It is also necessary to identify the main shortcomings that are planned to be eliminated in the first place.
Tasks that the organization's mission contributes to.
- Express what the organization is for.
- Determine how the organization differs from other organizations operating in the same market.
- Determine the criteria for evaluating the activities carried out in the organization.
- Coordinate the interests of all persons associated with the organization.
- Contribute to the creation of a favorable corporate atmosphere.
Creating a mission allows you to establish what a particular organization exists for. As a rule, the mission remains the same throughout the entire life cycle of the organization.
Mission Statement Form: the mission can be formulated both in the form of a single phrase, and in the form of a policy statement by the top management of the organization.
The mission can be used as a representative document for inclusion in the company's annual report to shareholders and as an intra-company founding document.
Peculiarity: the main condition for formulating the mission is understanding and acceptance by the company's personnel. In this regard, it is desirable to involve company employees in the mission development process.
Factors to consider when creating a mission:
- the state of the external and internal environment of the organization;
- organization history;
- resources that the organization uses to achieve its goals;
- existing style of activity;
- distinctive features of the organization.
Preliminary mission statement An idea expressed in one sentence about what an organization does or wants to do.
Mission examples famous companies
Here are examples of the missions of successful companies (their short versions are slogans), which show how in one or two lines you can explain the reason for the existence of the organization:
o Kodak "We help the world create memories and make money."
o Disneyland "We work to ensure that adults and children spend more time together."
o The mission of Castorama stores is to help customers make their homes better and more comfortable, transform the laborious and costly process of repair and improvement into an interesting hobby accessible to everyone.
o "The mission of the Ritz-Carlton hotel chain is tireless care and providing maximum comfort to every guest."
o Mary Kay's Mission: "To brighten the lives of women around the world by offering quality products to customers, opening new horizons for independent beauty consultants and providing them with unlimited career opportunities, doing everything to ensure that women who encounter Mary Kay can fulfill themselves ".
o Google's mission: "to organize the world's information and make it accessible and useful everywhere."
o Facebook's mission is to "empower people to connect and make the world more open and connected."
o IKEA: "Change the daily lives of ordinary people for the better."
o XEROX: "Sharing Knowledge Through Documents."
o The Bank of New York: We strive to be recognized as the global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.
o Harley-Davidson: We make people's dreams come true with our experience building the best motorcycles!
o Yandex's mission is to help people solve problems and achieve their goals in life.
· Nike's mission: "To bring inspiration and innovation to every athlete* in the world" ("If you have a body, then you are an athlete," said the legendary track and field coach of the University of Oregon, and one of the founders of Nike - Bill Bowerman)
- Unilever's mission is to energize life. We meet people's daily needs for food and hygiene. Our brands help you feel great, look great and enjoy life more.
- The mission of the Coca-Cola Company is based on 3 principles, which are formed as follows: Refresh the world, body, mind and spirit; Awaken optimism through our drinks and our deeds; Bring meaning to everything we do. Our vision of tasks is based on five words that reflect our values! Each of them is based on a word that - coincidentally - begins with the letter "P". This is what the five P's sound like: People, Planet, Products, Partners, Profits!
- MegaFon mission: MegaFon will unite Russia by breaking down barriers and developing communications to become the obvious choice for everyone. MegaFon proceeds from a special attitude to the company's social mission, which is to create conditions for people to communicate, without taking into account borders and distances.
- Microsoft Mission (Microsoft): Our mission at Microsoft is to help people and businesses around the world reach their full potential. To achieve this goal, talented, energetic, bright and creative people are required, with the following virtues: integrity and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.
- The mission of Youtube video hosting is to provide quick and easy video access and the ability to share videos frequently.
- The mission of Lenovo (Lenovo): For those who do! For those who do! (as an option, "For those who act!"). At Lenovo, our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business that is respected around the world. This Vision guides us on our mission to become one of the world's greatest technology companies. We will accomplish this through: Personal Computers, Convergence and Culture.
- Mission of MTS Company: We work to make MTS the best operator for our clients. We want every person who comes to the MTS salon, calls our call center, uses the company's services, to like being an MTS client. Thanks to reliable communication, MTS provides customers with the opportunity to build and improve their lives, to constantly develop. All MTS resources are aimed at making the life of MTS customers richer, more interesting and filled with new opportunities thanks to the company's services.
- The mission of Russian Railways (Russian Railways) is to meet the market demand for transportation, improve performance, improve service quality and deep integration into the Euro-Asian transport system. RZD brand mission: We are the most important part of the global system for the movement of people, goods and technologies. We work for clients, we contribute to the unification of peoples, we integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skills of a team of high-level professionals and innovative technologies.
- Aeroflot Group's mission: We work to ensure that our customers can quickly and comfortably cover long distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. Vision: Our goal is to remain the undisputed leader in domestic and international air transportation in Russia and to be among the best airlines in the world, combining dynamic development and high reliability with quality service.
o Mission: “Sakhalin Energy strives to be the world's leading energy producer. We build our activities on the basis of efficient, reliable and safe production, responsible attitude to social and environmental issues.” Vision: "To be the leading source of energy for the Asia-Pacific region."
o Mission of AQUAART GROUP: We create new value in the lives of people all over the world. We believe that only at home we can get that supply of positive emotions that fill our lives with meaning. Therefore, we have chosen home improvement as our field of activity.
o Wrigley Mission and Vision: Wrigley. Creating simple pleasures to brighten up every day. Our mission: Wrigley is a company without borders. Because that's how we see the world. Whether it's chewing gum that keeps your mouth healthy, fresh and clean, or a handful of our candy puts a smile on your face, we strive to bring goodness to people through our products, and never lose it. Our creativity makes us move forward, to new places, with new products, for new occasions, for new ways for the world to enjoy Wrigley. Whenever you want to spice up your day a little and add some freshness to it, we are always We are at your fingertips, but the choice is always on your side.
o Rostelecom's mission: More opportunities for everyone. Rostelecom creates more opportunities for people, both through its services and through the implementation of projects and initiatives that touch on topics important to society. Telecommunications can change and improve people's lives, and this is exactly what Rostelecom strives for in relations with everyone who comes into contact with the activities of our company.
o Benetton's mission and vision. The Benetton Group is future oriented. Her story is built on innovation and seeing what others don't see. The Benetton Group has always been a leader and at the forefront: with colors, with a revolutionary approach to sales, with an absolutely unique production and sales network, and with a universal form of communication that is created as a social phenomenon and as a cultural discussion. The mission of the Benetton group has been global since before the advent of globalization, but the company has always moved in its own way. From the beginning, Benetton envisioned fashion for a global community where young people of every race live. Benetton moves in its development at high speed, overcoming geographic, political and any ideological boundaries. Benetton is a responsible Group, sensitive to the needs and challenges of today, attentive to the environment, human dignity and the transformation of society. Benetton is focused on growth, not as an end in itself, but as a means to promote progress.
A lot of materials have been written about such a concept as a “company mission”, ranging from books on marketing and branding to articles and posts on social networks.
Quite often, these publications are more like a scientific dissertation than a clear and easily applicable step-by-step instruction.
There are still open questions:
- Does every company, business, expert necessarily need a formulated mission?
- What is meant by "mission of the organization"?
- How to formulate the working mission of the brand, and what examples to focus on?
Let's start with the terminology.
What is meant by the "mission of the organization"?
In classical management, the definition of the term "mission" is as follows - this is a statement that reveals the philosophy of the organization's existence and the difference between this company and its similar ones.
This is a very broad understanding of the mission, which is quite easy to get confused. Let's try to make specifics in its essence and content.
The mission of the company should answer a simple question - why was the organization created? Usually, the answer that pops up first is to make a profit.
This is logical, but let's look at the question from a different angle: what is wrong in the world around you, and how does your company (or you personally, as an expert) intend to fix it?
Much clearer, and gives scope to the imagination, right?
Another important concept that is often confused with the mission of the company is the vision of the brand. It answers the question - how do you see the company in the future. Or, to rephrase the mission question, what will the world around you be like when you're done changing it.
Does every company need a mission?
Certainly not. It all depends on your scale, goals and ambitions - this is your personal choice.
The owner of a single tent selling hot dogs, the mission is unlikely to significantly help in business. But if you are an Internet entrepreneur and strive to create a successful and systematic digital business, you should think about developing a brand platform and start with the company's mission.
This, at first glance, a philosophical concept is a powerful tool for promotion, ensuring the loyalty of the target audience, a platform for setting strategic goals and setting priorities, an indicator of the strengths of the brand.
It is important to note that there is simply no single rule on how to formulate the mission of an organization. But this process is quite simple, and below we will try to outline its basic principles step by step.
6 Essential Elements of an Organization's Mission
| 1 | Focus on customer satisfaction | How does your company, you, as an expert, change the life of the buyer for the better? |
| 2 | Uniqueness | Different from what your competitors claim |
| 3 | memorability | Ideally, it should be easy to remember |
| 4 | Transparency | Clear, without ambiguity and room for interpretation |
| 5 | Emphasis on the company's strengths and values | Takes into account the key competitive advantages of the company/product, as well as the values that the brand conveys |
| 6 | Truthfulness | What you declare must match reality, do not try to deceive the buyer's trust |
When starting to form the text of the mission, be sure to consider the presence of at least 5 out of 6 attributes in it. You can sacrifice memorability, but observe the measure and respect for those people who will read your mission. For example, Avon's full mission statement consists of 307 words.
Stages of developing the mission of the organization
Despite the apparent complexity of the process of writing a mission, fundamentally, only 3 stages can be distinguished.
Stage 1. Creation of the mission skeleton
For clarity, we give all 5 key questions in the table with answers using the example of a babysitting agency for children.
| Question | Answer |
| What does the company do (what do we sell)? | Provides babysitting services for children from 2 to 8 years old with full or part-time employment. Weekend babysitting service available. |
| Who is the target audience of the company (to whom do we sell)? | Parents with children from 2 to 8 years old |
| What are the main customer needs we are trying to satisfy? What audience problems are we solving? |
|
| What determines the success of a project or what will make us successful in the future? |
|
| How do we achieve this success? | Our nannies are constantly improving their skills, learning according to the most modern methods. We regularly check the physical, mental state of health, and also constantly interact with those parents who have already used our services. The nannies of our agency strictly adhere to the recommendations of parents, provide continuous visual control of the child, not only teach the child according to the approved program, but also develop talents, learn how to find an approach to modern children, become an interesting teacher and friend for them. |
Feel free to answer in detail - so you can definitely cover all the important points.
Stage 2. Reduction and generalization
The purpose of the second stage is to cut off everything superfluous, leaving only keywords and then summarize them into one sentence.
Stage 3. Check
We return to the table above and check whether all 6 elements of a successful mission are taken into account. You can also discuss the final version of the brand mission with company employees, show it to your friends and listen to their opinion. If there are any shortcomings, we correct them.
The final version of the mission of the agency for nannies after all the transformations is as follows:
“Surround children with care, provide them with professional care and reliable supervision so that the little ones feel comfortable and parents feel calm.”
Agree, creating a brand mission is quite simple. And so that you are convinced of this and always have a sample for inspiration at hand - we will give several options for the mission of organizations.
Examples of missions of well-known companies
Why did we decide to focus on those companies that everyone is talking about? We could take a few Internet business niches and develop examples specifically for this article. But the mission of a company whose product features are unknown to you will be just a beautiful phrase, nothing more.
Therefore, let's consider examples of several of the most successful missions formulated by marketers of well-known brands and startups.
Apple's mission is an example of respect for brand customers and is aimed at understanding them:
"We offer high quality products that free people's lives and work from hard and tedious work, make the world more convenient for life, and ensure the respect and loyalty of consumers."
Dropbox is a startup that few believed in in its early days. Today, the company's value is over a billion dollars, and their mission is:
“We create easy-to-use products based on trust. When people store their files in Dropbox, they can be sure that they are safe. The privacy of user data has always been and will always be our top priority.”
Marketers of the Lukoil oil concern have created a fairly short and capacious mission, which, nevertheless, reflects the purpose of the company's existence on the market:
"We were created to turn the energy of natural resources for the benefit of man."
The mission of the famous Japanese car manufacturer Toyota is more customer-oriented than the achievements of the company itself:
"Our mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high quality service and qualified service."
The mission of the Svyaznoy company:
“We work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and attractive choice.”
And finally, 3 more important advice how to write a successful brand mission:
- Don't talk about the company;
- Don't mention "process" - how responsibly you approach your business;
- focus solely on the result and the benefits that your the target audience will benefit from cooperation with you.
And now that we have dealt with the pitfalls that may lie in wait for you when working on the mission of the organization, write in the comments, how would you formulate the mission for your business? And like if the content was useful to you.