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The Five Characteristics of Good Mission Statements

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Five characteristics according to Philip Kotler and Kevin Keller (Marketing Management):
1) they focus on a limited number of goals
2) the statement stresses the company's major policies and values
3) they define the major competitive spheres within which the company operates.
4) they take a long term view
5) should be short, memorable, and meaningful as possible.

Please add discussion for each.

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The solution discusses the five characteristics of good mission statements according to Philip Kotler and Kevin Keller. References included.

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Five characteristics according to Philip Kotler and Kevin Keller (Marketing Management):

1) They focus on a limited number of goals.
The goals are specific and are focused on the important properties of the business. There are only a few goals, not too many as it runs the risk of losing focus. These goals must be integrated with the company's vision and mission and how it is going to help in achieving the vision. The goals are limited as a good mission statement should be short and concise so that it can be easily remembered. Mission statements have to be short and simple yet capturing the essence of what the company wants to accomplish.

2) The statement stresses the company's major policies and values.

The mission statement states the principles and values that the ...

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