Find ten mission statements on the Internet. Evaluate the statements in terms of the nine components.

Services Products/

survival Concern for

public image Concern for

Self-concept
Technology

Philosophy

Employees
Customers

Markets
Bil Company Mission

1. Nestlé …the world’s(3) leading nutrition, health and wellness(7) company. Our mission
of “Good Food, Good Life” is to provide consumers(1) with the best tasting, √ √ √ × × × √ × ×
most nutritious choices in a wide range of food(2) and beverage categories and
eating occasions, from morning to night.”

2. Subway “To provide the tools and knowledge to allow entrepreneurs to compete
successfully in the Fast Food(2,5) industry worldwide(3), by consistently √ √ √ × √ √ √ × ×
offering value to consumers(1) through providing great tasting food(6) that is
good for them and made the way they want it.” (7)

3. Coca Cola “To refresh the world(3) – in mind, body and spirit… To inspire moments of
optimism – through our brands and actions… To create value and make a × × √ × × √ × × ×
difference everywhere we engage”(6)

4. FedEx FedEx Corporation will produce superior financial returns for its shareowners(5)
by providing high-value-added(7) logistics, transportation, and related business √ √ √ × √ √ √ × √
services(2) through focused operating companies. Customer(1) requirements
will be met in the highest quality manner appropriate to each market segment
served(3). FedEx will strive to develop mutually rewarding relationships with its
team members, partners, and suppliers. Safety will be the first consideration in
all operations(9). Corporate activities will be conducted to the highest ethical
and professional standards.(6)

5. SHELL To continuously deliver shareholder(5) value by: Manufacturing and supplying

oil(6) products and services(2) that satisfy the needs of our customers(1). √ √ √ × √ √ × √ √
Constantly achieving operational excellence. Conducting our business in a
safe, environmentally sustainable(8) and economically optimum manner(3) .

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 Employing a diverse(9), innovative and results-oriented team motivated to
deliver excellence

Services Products/

survival Concern for

public image Concern for

Self-concept
Technology

Philosophy

Employees
Customers

Markets
Bil Company Mission

6. Toyota Toyota will lead the way to the future of mobility, enriching lives around the
world(3) with the safest and most responsible(6) ways of moving people(1). √ × √ √ × √ √ √ ×
Through our commitment to quality, constant innovation(4,7) and respect for the
planet(7), we aim to exceed expectations and be rewarded with a smile. We will
meet challenging goals(5) by engaging the talent and passion of people(9),
who believe there is always a better way.(6)

7. PepsiCo “to be the world’s premier(3) consumer products company focused on

convenient foods and beverages(2). We seek to produce financial rewards(5) to × √ √ × √ √ × √ √
investors as we provide opportunities for growth and enrichment to our
employees(9), our business partners and the communities in which we
operate(8). And in everything we do, we strive for honesty, fairness and
integrity.” (6)

8. AirAsia To be the best company to work for whereby employees are treated as part of a
big family(9). Create a globally recognized ASEAN brand(3). To attain the × √ √ √ √ × √ √ √
lowest cost so that everyone can fly with AirAsia(8). Maintain the highest quality
product(5,7), embracing technology(4) to reduce cost and enhance service(2)
levels.

9. McDonald’s “Our mission is to be our customers’(1) favorite place and way to eat & drink(2).
We’re dedicated to being a great place for our people to work(9); to being a √ √ √ × √ √ × √ √
strong, positive presence in your community(8); and to delivering the quality,
service, cleanliness and value our customers(6) have come to expect from the
Golden Arches(5) – a symbol that’s trusted around the world.” (3)

10. Volkswagen “to build long term strategic partnerships(5) with our customers(1). To assist
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them in making the right choices(6) for their business needs, by minimising √ √ √ × √ √ × × ×
fleet costs and providing world class(3) customer service.”(2)

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