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Mission Statements: Effective or Worthless

The case study scenario:
Practically all firms have mission statements to help direct and encourage employees as well as stakeholders as to what is central to the organization. Mission statements are habitually the product of abundant reflection and dialogue. Detractors assert that they lack teeth and specificity and are generic and similar to others in the industry.

Consider the statements:
"Mission statements are crucial to ensure an effective marketing organization."
"Mission statements seldom offer worthwhile marketing value."

Take a stand and justify one statement, supporting it with example(s). This solution supports the statement that mission statements can be effective marketing tools. Included is a thorough analysis of what the statement from Starbucks says to the public, its employees and stakeholders.

Solution Preview

If developed in a manner which truly reflects the "heart" of an organization, mission statements are crucial to ensure effective marketing of the organization. An example of a well written mission statement is Starbucks; "Our mission: to inspire and nurture the human spirit - one person, one cup and one neighborhood at a time." (reference below)

Starbucks follows this mission statement with an extensive list of ...

Solution Summary

This solution is over 250 words and includes a reference. It reflects on two statements: one indicating that mission statements are vital marketing tools and another which indicates they offer little value. The analysis shows, through an example of the mission statement for Starbucks, that there is value.

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