What Is a Mission and Vision Statement? Essay Example

A Mission Statement

This is essentially a short paragraph that will define what the Company function is.  This translated into the markets and a statement that defines the philosophy and business goals of the Company.  It essentially forms the high level representation of the strategic definition of the firm.  The Mission translates into a number of goals which are subsequently implemented by a series of objectives.

A Vision Statement

A vision statement is strategic by nature.  It essentially provides a forward thinking abstraction of where the Company will be in the future.  It is a holistic concept that provides the inspiration for the strategic planning process. Vision Statements may be produced for sections of the Company e.g. Marketing, Production or for the entire Company.  It answers the questions : What direction should we be proceeding in?   and what is our destination?

Coca Cola Mission Statement

“Everything we do is inspired by our enduring mission: To Refresh the World… in body, mind, and spirit. To Inspire Moments of Optimism… through our brands and our actions.To Create Value and Make a Difference… everywhere we engage.” (Coca Cola, 2011).  What has happened here is that Coca Cola have merged the Vision and the Mission statements together.  Hence it becomes a fusion of philosophy, goals and future visioning.  There is nothing wrong with this provided that it is used in the correct context. In this case it is aimed at exploiting and supporting the marketing and selling aspirations of the firm.  It would  require some modification for strategic planning purposes.

References

Coca Cola. (2011, 12 5). Coca Cola Mission Statement. Retrieved from Coca Cola: http://www.samples-help.org.uk/mission-statements/coca-cola-mission-statement.htm