CAMERO, LIZA MARIEL A.

4BSAIS-2 STRATEGIC MANAGEMENT

Developing Criteria for Evaluating Company’s Mission Statement

1. Using the Internet, find the mission statements of three different organizations, which can be
business or not-for-profit.

2. Develop criteria in evaluating company’s vision and mission statement.

3. Evaluate the vision and mission statements of the three different organizations you researched
on via internet using the criteria you have developed?

4. Which vision and mission statement is best? Why?

CRITERIA DESCRIPTION
Informative An excellent mission and vision statement need to be concise and imparts
knowledge to its shareholders, employees and stakeholders. Mission and
vision statement are succinct, which makes it easy for managers and leaders
to communicate and employees to remember.
Memorable In order to have an impact the mission and vision statement must be easily
remembered for the employees to understand the basic value of the
organization.
Originality An original mission and vision should be unique and has its own collective
identity, that leads to standout.
Clear A mission and vision should unite the organization and provide a stable,
transcendent goal. Organization should avoid using jargon and should use
understandable terminology. Organization’s clarity of its mission and vision
statement eliminates risks of misunderstanding on what the business’s
message intends to give out.
Realistic An effective mission and vision statement should be feasible. It is necessary
for the organization to aim high however, it must be realistic and achievable
in order for its shareholders, employees, and stakeholders finds that the
organization is credible and reliable
 CAMERO, LIZA MARIEL A. 4BSAIS-2 STRATEGIC MANAGEMENT

CRITERIA Informative Memorable Originality Clear Realistic TOTAL

APPLE

Mission Statement:
“To bringing the best user experience to its
customers through its innovative hardware,
software, and services” 5 4 4 5 4 22

Vision Statement:
“We believe that we are on the face of the
earth to make great products and that’s not
changing.”
WOMEN’S LEGAL & HUMAN
RIGHTS BUREAU (WLB)

Mission Statement:
“Our MISSION is to actively engage in
feminist legal advocacy with women’s
social movements, other progressive social
movements, and communities to transform
society by engaging the law and the legal
system and its institutions towards support
for women’s dignity, rights and leadership
for the fulfillment of justice and
development.” 5 3 4 4 5 21

Vision Statement:
“We have a VISION of a transformed, self-
determining Philippine society enjoying
equal status with other societies, wherein
people are able to realize their holistic and
full human development through
democratic sharing and sustainable
management of economic resources and
the enjoyment of human rights and
freedoms and respect for diversity, balance
and integration.”
JOLLIBEE
Mission Statement:
“To serve great tasting food, bringing the joy
of eating to everyone.”
5 5 4 5 5 24
Vision Statement:
“To be one of the Top 5 Restaurant Companies
in the World”
Rated from the scale of 1-5, (5 being the highest and 1 being the lowest)
CAMERO, LIZA MARIEL A. 4BSAIS-2 STRATEGIC MANAGEMENT

The organizations that we choose are Apple an international organization, Women’s Legal
& Human Rights Bureau (WLB) a non-profit organization in the Philippines and Jollibee a Fast-
Food Chain originated in the Philippines.

After a thorough evaluation using the criteria that we created, we can evidently see that
the organization that has the best vision and mission statement is Jollibee. Our criteria are
Informative, Memorable, Originality, Clear and Realistic, on the scale of 1-5, 5 being the highest
we rate Jollibee’s mission and vision statement under Informative as 5 because it is concise and
imparts the necessary information to everyone. Under Memorable it is also 5 because the mission
and vision statement of Jollibee are short and easy to remember. On its Originality we rate it as 4
because almost every fast-food chain has the same mission and vision as Jollibee, in Clear we rate
it as 5 because it is very straight forward, simple and most importantly understandable. Under
realistic we rate it as 5 because as for experience Jollibee does bring joy and serve great tasting
food and it is in the process of being one of the Top 5 Restaurant Companies in the world because
currently, they are ranked as Top 15 as of 2022.
CAMERO, LIZA MARIEL A. 4BSAIS-2 STRATEGIC MANAGEMENT

References:
https://discussions.apple.com/thread/251301665
https://fourweekmba.com/apple-mission-statement-vision-
statement/#:~:text=Apple%20mission%20is%20%E2%80%9Cto%20bringing,products%20and
%20that's%20not%20changing.%E2%80%9D
https://www.jollibee.com.ph/vision-and-mission/
https://wlbonline.org/about/#:~:text=Founded%20in%201990%2C%20WLB's%20main,on%20
women's%20issues%2C%20undertaking%20training