Formulating a mission statement and goals of a company represents the first and foundational step in a formal strategic planning process. As a mission statement provides for the major purpose of a company or what it strives to reach, it determines the objectives of the company and the strategies a company will use to achieve competitive advantage. It is important to distinguish a mission statement from a company’s vision. While a vision provides for the desired future state of a company, its mission deals with specific goals and actions a company is performing in a present.
A good example of a mission statement is used by the Apple, Inc. It states that Apple produces Macs, best personal computers at the market, along with professional work software (iLife, iWork); acts as a leader of a digital revolution in music with its iTunes online stores and iPods; recreates mobile phones with its iPhone and defines the future of computer services and mobile media through iPads (Investopedia, 2016). The mission of Apple clearly mentions the key products of the company (Mac, related software, iPod, iTunes, iPhone and iPad) and mentions the impact it seeks to bring about with the help of each device.
While being clear and providing for the room for improvement for each of the devices, the mission statement of Apple does not directly foresee the development of new devices and software. Moreover, it does not contain a specific philosophy, reflected in a general overarching goal of the company, formulated in the mission statement. Therefore, despite the lack of clarity (mentioning specific products), Apple shall consider an initial statement, suggested by Steve Jobs. According to his view, the mission of Apple is to contribute to the world by creating the tools of mind that promote humankind (Investopedia, 2016).
References
Investopedia (2016). What is Apple’s current mission statement and how it differs from Steve Job’s original ideas? Retrieved 4 May 2016 from http://www.investopedia.com/ask/answers/042315/what-apples-current-mission-statement-and-how-does-it-differ-steve-jobs-original-ideals.asp
