mission Flashcards
what is a mission statement?
A declaration of an organisation’s core purpose, values, and direction.
What should a mission statement do?
Define the organisation’s purpose, guide decision-making, and shape internal culture.
What is the internal and external paradigm of a mission statement?
It shapes internal culture, is extrapolated externally, and reflects back on the organisation.
Who is the mission statement primarily for?
It is mainly for internal use, not external stakeholders.
What role does a mission statement play in corporate correspondence?
It articulates the company’s core purpose and values, serving as a declaration that humanizes a typically brutalist organization.
Why is it important to attribute humanistic traits to a company?
Make the organization more relatable and engaging, enhancing its internal culture and external image.
What is meant by “brand user imagery”?
It refers to the mental visualization where potential customers see themselves with the brand, establishing a strong, personal connection.
What are some other elemnts of mission statements?
Ethos, identity, group membership, focus, core values
What is the customer focus component of Pearce and David’s Eight Key Components?
Clearly identifying the primary customers or target markets.
What is the product/service component of Pearce and David’s Eight Key Components?
Specifying the main goods or services provided by the company.
What is the geographic scope component of Pearce and David’s Eight Key Components?
Indicating the geographic areas where the company operates, with the internet enabling easy global reach.
What is the technology emphasis component of Pearce and David’s Eight Key Components?
Highlighting key technologies utilised by the company.
What is the financial goals component of Pearce and David’s Eight Key Components?
Stating the company’s commitment to profitability and growth.
What is the company values component of Pearce and David’s Eight Key Components?
Expressing core beliefs and principles that guide the organisation.
What is the self-perception component of Pearce and David’s Eight Key Components?
Describing how the company views itself within the market.
What is the public image component of Pearce and David’s Eight Key Components?
Conveying the desired perception of the company to the public.
