Business mission examples. From theses to actions

Each organization pursues its own goals and objectives. They are classified by time periods: short-term (or operational), medium-term, long-term. Organizational goals, department-specific goals, and individual goals can be distinguished. There are goals tied to numerical indicators (for example, an increase in production volume by 15% compared to last year), and goals without quantitative indicators (receiving feedback from production workers). The organization's mission includes all types of goals that the company faces.

What is the essence of the organization's mission?

Mission- This:

the main purpose of the organization;
the basic concepts on which the enterprise is built and the features that distinguish a particular organization from others;
basic definitions that answer why and why this organization conducts its activities.

Mission– this is the general goal of the company, all of whose tasks are aimed at achieving it.

Mission of the organization reveals the essence of the enterprise’s activities and helps answer the question of what is the main overall purpose of the organization. Mission is not a narrow concept; it implies the disclosure of all long-term plans and capabilities of the enterprise.

Not all companies have a mission; some small and medium-sized businesses, for example, beauty salons, service stations, confectionery shops, place the main priority on making a profit, increasing profitability and competitiveness. Small commercial organizations are focused on getting results at the current moment in time and are not ready to develop a long-term strategy. It is also difficult to define the missions of municipal institutions: as a rule, they report to higher authorities and adhere to established tasks. Having a mission is typical for large businesses, holdings and groups of companies, although finding it often becomes the main problem of long-term planning.

Let's look at 3 types of missions.

Mission-destination– in a concise form gives an idea of the main activities, customer needs, distinctive features and social utility; reveals the main goals of creating an enterprise and its functioning.

Mission orientation– a complete concept, clarification of the working principles, credo, orientation, and policy of the enterprise. This is the philosophy that guides the organization's top management and its employees. A form of presentation that reveals the organization’s rules of conduct in relation to partners and clients.

Mission-policy– concentration of the main goals of the enterprise’s development, formulation of the organization’s strategy both in the present and in the future.

An organization can reach new heights and achieve greater results with awareness and understanding of its mission. New horizons will open, the vision of many points that were not previously paid attention will change. Who do we work for? How competitive are we? What can set us apart from others, what are our strengths and weaknesses? What development path do we see in the future? What will help us follow our chosen mission and achieve our goals?

The mission of an organization is the main part of any strategic development plan for an enterprise. It is this that forms the main goal of the organization. The first step in starting the activities of any company is to determine the mission, which is designated by the management of the organization. Over time, due to the expansion of production, coverage areas, and the introduction of new units, the mission fades into the background and is forgotten.

When forming a mission, the interests of the following groups of people should be taken into account.

Owners of the organization– since they receive profit from the activities of the enterprise, they are most interested. Despite the economic situation in the organization, the owners are concerned not only with short-term goals, but also with long-term development.

Enterprise employees– the mission helps ensure that employees comply with basic standards (wages, working conditions, social guarantees), as well as satisfy the needs associated with climbing the social ladder (personal development, promotion, power).

Consumers– using the company’s products or services for a certain price set by the organization. Thus, these products contribute to satisfying the needs of customers.

Business partners– persons interested in cooperation with this enterprise, building long-term relationships in order to receive assistance, resources, benefits or other benefits from such an alliance.

Local community– for this group, the opportunities provided by the organization are of great importance: these could be new jobs, regional development, charity, improvement of living conditions or protection of environmental sites. If an enterprise provides financial support, builds schools, kindergartens and reduces the unemployment rate, then the level of interest in it among the local population increases several times.

Unions– advocate for the rights of workers in labor relations, defend the socio-economic interests of members of the organization.

State– is aimed at obtaining taxes from the activities of an enterprise to improve living and working conditions, develop infrastructure and benefit society, business, and commercial organizations.

One of the main criteria of the organization's mission is to meet the needs of all the above-mentioned groups of people. The percentage of interests reflected in the mission of each group directly depends on the characteristics of the enterprise, field of activity, size, and geographic location. The greatest influence on the mission of the organization is exerted by the owners, personnel of the enterprise and consumers. Consequently, when determining the mission of an organization, the interests of these particular groups of people must certainly be taken into account.

Most organizations have clear mission statements. The mission statement of an organization is a definition of the main goal of the enterprise, the global goals that the company sets for itself. The mission statement is one of the important tools in ensuring the company’s activities; it determines the vector of development of the enterprise, coordinates the actions of employees, giving them more freedom, but also unites them to improve the indicators set for the organization.

Often, when defining their type of activity, organizations rely on the type of goods produced (“composite pool manufacturers”) or the technologies used (“developers”). However, the mission statement must first satisfy the needs of the market.

At first glance, there is nothing complicated in the formulation of the organization’s mission, but if we look at examples of the activities of some enterprises in the domestic market, it turns out that many managers have not fully comprehended the concept of mission and cannot apply it in managing the company both to achieve short-term goals and perspective.

Objectives of the organization's mission

1. First of all, the mission reveals the company's policy, its goals, rules of conduct, credo for those who are not part of it. It also shapes the perception of the organization by society, creates an image and understanding of itself and its activities.

2. The mission unites the company’s employees, forms and maintains the corporate culture. Promotes teamwork to achieve common goals:

the mission reveals to the staff the main goal, the meaning of the company’s activities, thereby directing all employees in one direction to improve the organization’s performance;
the mission helps staff consider themselves part of the organization and becomes a reference point in conducting activities for those employees who position themselves as part of the team;
the mission dictates the standards of behavior in the company and acts as a powerful HR tool. It is through the mission that employees are told about the policies, motto and values accepted in the organization.

3. With the help of a mission, you can increase the efficiency of company management; this is facilitated by a number of reasons:

mission is the basis of the organization’s activities; it forms goals and objectives, avoiding conflict between them. It sets the vector of development, marks the boundaries and develops a development strategy;
helps to correctly distribute all the company’s resources, forms an accounting of their use to support the company’s activities;
reveals to employees the purpose of their activities and provides additional opportunities for motivating staff.

The mission is not a clear plan of action for the organization, it is a guide to the use of resources, it does not contain details. The mission determines the nature and principles of doing business, acts as a “compass” and denotes the standards of employee behavior.

The mission must be clear and understandable both to subjects of the external environment and to its participants: owners, employees, business partners. The mission statement cannot be interpreted in different ways; it must have a single meaning, which at the same time provides an opportunity for a creative approach and development of the company.

Expert opinion

When the number of employees increases, the mission must be fixed

Dmitry Persheev,

General Director of the company "Garant", Moscow

The mission of the Garant organization is as follows: “Providing comprehensive professional legal support using modern information technologies.” The company has been committed to its mission since its inception, from product standards to market promotion. The company's mission was not formed immediately. "Garant" began its activities when a clear definition of the mission had not yet been given. The founders of the company created a mission in their minds and, after years, formalized it.

When the company began to develop and grow rapidly, the number of employees and partners in other regions increased, and it became necessary to formulate and consolidate the mission of the organization. Today Garant is an organization with more than 200 partners in other cities, and the total number of employees exceeds 8 thousand people. In such a situation, a common understanding of the company’s goals, its philosophy and development vector is necessary; each employee must support the rules of conduct and company policies and follow them. In the mid-1990s, the owners realized how much the organization needed a mission, or rather, that the time had come to record it on paper and officially present it to everyone. The company has established a certain algorithm when hiring a new employee; he must be given a personal copy of the “Personnel Regulations”, which describes in detail the mission of the organization and its credo.

What is the strategic mission of the organization?

The basis for determining the organization's mission are key definitions that answer a number of questions. They represent the basis, the implementation of which will ensure its strengthening, as well as contribute to the introduction of the necessary changes and modernization for successful development.

First question: " What?"When answering it, try to rely on the definition of the type of product being produced so that the present and future correspond. The answer to this question shows the competence of the company now and the direction to which it is striving. The product description should not be too broad, but at the same time, its definition should not be too limited. For example, the description “Our company makes cakes” would apply to a small organization with limited resources and no long-term development plan. And the phrase “Cooking of any complexity” for a specific organization will be too broad and not accurate. The most acceptable option in this case would be “Cakes of any complexity in assortment and to order”, such a description shows the existing capabilities of the organization and determines the direction for further development.

Next question: " To whom?» It means: “Who is our target audience?” With this question we segment our place in the market, for whom we produce products, who is our end consumer. The target audience is not the organization's clients, but the end customers who purchase our products for their own purposes and needs.

“Coverage area” is the territory covered by the organization’s activities. It is of great importance for the sale of products, since it determines what percentage of the market the company can cover. Small businesses develop and operate within the region of their existence; they do not have enough resources and capacity to qualify for federal coverage. The right decision would be to operate on your own territory, where your consumers are located. And as the organization expands, the number of employees, equipment and scale increase, the mission and development strategy of the organization will change.

The formulation of an enterprise activity plan, the implementation of short-term and long-term goals that will help increase efficiency, is accompanied by the question: “ How?“It will help you highlight your strengths, how you are superior to your competitors.

The three questions above will help you define your place in the market and shape the perception of your organization to consumers and business partners. Most large Russian companies that have been on the market for quite a long time use the concepts of “experience”, “tradition” and “guarantees” that have been formed during their activities. For newcomers, the image of a modern, developing and innovative organization that will not repeat the mistakes of the previous generation is more suitable. This perception by the external environment must be constantly reinforced, information on the website must be updated, and examples of your work must be provided so as not to create a negative image among possible customers.

Choosing the mission of the organization and requirements for its formulation

The mission statement of the organization should be clear; you should not use either a broad general description or a narrow definition of your activities.

The following is important to the mission of the organization.

Be realistic. For example, a small transport company should not position itself as a large international carrier whose purpose is to monopolize the market.
Be specific. The mission must meet the standards and goals of a particular company. Often, organizations use generalized language to promote themselves in the market or create a certain image, which leads to a loss of direction for the organization. For example, a mission statement that reads “Our goal is to become a leading manufacturer in the market by providing a high level of quality products at the lowest cost” is impersonal and contradictory. It applies to many organizations and does not meet the goals of a particular company. This means that it is not suitable as a guide to action.
Based on specific features. Let's say an organization is developing microchips using innovative technologies, but entering this market will not help this company demonstrate all its features, distinctive features and capabilities that competitors do not have.
Stimulate. The mission must motivate the company's employees. Its wording should be clear and arouse people's interest. You should not define the mission and goals of the organization as growth in revenue, products or services sold. All these are the results of the enterprise's activities, and they have nothing to do with the company's philosophy. For staff, the main factor is awareness of the significance of their activities for the end user. As an example, consider two large corporations: IBM and Apple. At a time when IBM's sales were growing, its president gave a speech that the corporation planned to double its profit growth over the next few years. Apple acted differently: they stated that their main goal for the same period was to ensure the availability of computer innovations in every home.

The mission statement of the organization is the long-term goal of the enterprise and the vector of its development.

The mission cannot be varied periodically; its formulation should not reflect all the changes that occur in the external economic environment. In cases where the organization's mission does not correspond to the company's image, has a negative impact on the perception of the company among clients, does not reflect its policies, its ideals, it must be changed. Similar actions were taken by many global corporations, including Kodak or Siemens, which had to change their mission due to friction with external entities.

Expert opinion

If your company's mission suits others, your company doesn't stand for anything special.

Boris Polgeim,

founder, main shareholder and strategic manager of the Aqua Logo and Business Class companies, Moscow

When defining the mission of your organization, ask yourself about the characteristics of your company, what can it offer to the external environment that other organizations cannot? What competitive advantages does your company have? Will the economic situation change if your company is not on the market? How can your company be useful to society, what is special about you?

If your mission can also be suitable for other companies, then your company is no different from the rest. The mission of the organization should reflect the philosophy of the organization; there is no need to generalize it, thereby reducing its value, as well as to drive it into a narrow framework. Let's consider the unofficial mission of the Aqua Logo organization - it sounds like “Bring beauty to people by creating aquariums.” If you remove the phrase “creating aquariums” from the mission, the meaning will change, the wording will become general, but due to the lack of specifics, the organization has more opportunities to increase the range of activities. The company is now also involved in ponds. When a manager decides to set a course for the development of an organization, his task is to correctly define the mission. It should be clear and give scope for conquering other areas of development.

As for the “Business Class” organization, whose activities are aimed at teaching business processes, its mission could be as follows: “We know how to teach.” But the company's mission is the principle of "Effective Performance Training." It shows a different view of the organization’s activities and reveals the company’s ideology. "Business Class" effectively teaches its students efficiency. The accents are correctly placed in it; they indicate the main principle and feature of the company. When you approach the definition of a mission with a full understanding of what you want to reflect, you get real results, not a corporate motto.

Formation of the organization's mission: 2 approaches

You can select two approaches to define the mission:

wide;
narrow.

In a broad sense The concept of an organization's mission is the credo and main goal of the organization. Considering the mission in this light, we can present it as a standard concept in which there are no references to the type of product, target audience, etc.

The meaning of the mission is shown through the philosophy, rules and norms of behavior, standards and policies of the company, laid as the foundation, and are reflected in the company's activities.

Example.

The mission of one of the design bureaus is as follows: “Our main goal is progress in science and technology, increasing the number of innovative developments, jobs, and environmental protection.”

A broad mission approach guides the organization toward specific outcomes associated with strategic development through the benefits of producing a wide range of products; covering most of the market and all types of clients; demonstrating open-mindedness while leading a company.

With a narrow approach The mission of an organization is a specific definition that reflects the main purpose of the company, which distinguishes the organization from others.

Example.

The mission of the Sukhoi company (AVPK) is: “The Sukhoi aviation complex aims to manufacture military and civil aircraft of the highest quality, including the Su and Be brands, aimed at meeting the needs of the Russian state.”

In a narrow approach, the mission focuses on a specific product line, product, clearly defined target audience, or plans that contribute to meeting the needs of the company. This option helps improve management performance by increasing specificity, which uses the clearest ways to implement strategic plans.

Therefore, using this approach, we can consider the mission of an organization as a stable definition that shows the purpose of creating and carrying out the activities of an enterprise, separating it from all others.

When the mission is defined correctly, it not only reveals the main goal of the organization, but also emphasizes the distinctive features and principles that are unique to a particular company.

Who should develop the organization's mission?

To formulate a mission, the company’s management must appoint a competent person who can convey the main meaning of the organization’s existence.

To find out the attitude of employees of different skill levels in the Russian Federation to the mission of the organization, a special survey was developed. Each manager was asked to answer a series of questions covering such aspects as the role of the mission in their companies, how well the company's employees are familiar with the mission, and whose responsibilities should include creating and developing it.

Below are the results of the last question in percentage terms.

Creating a mission is the task of top management (50% of respondents).
The best option is to involve third-party consultants (14% of respondents).
This is the function of another specialist (31% of respondents).
Formation of a mission is the responsibility of all company personnel, but with the help of invited specialists (5% of respondents).

To summarize this study, the optimal option for developing the organization’s mission is to involve all management levels of the company in this process, who can clearly define the meaning of the organization’s existence. At the same time, the results of such work should be monitored by attracted specialists who have a sufficient level of competence in this matter.

Many people believe that defining the mission is the task of the organization’s top management, since only these employees can correctly define it and their level of competence allows them to independently formulate the organization’s mission. This is one of the key mistakes when defining the mission and goals of the organization.

Another disadvantage of this approach is the non-acceptance by the company’s personnel of a single-handedly developed mission, which in turn can lead to misunderstanding between the manager and employees or escalate and result in direct clashes. Also, a manager cannot draw up a strategic plan or perspective, having only a subjective idea of the company’s position at the current time.

The situation is similar with hired consultants: they cannot formulate the organization’s mission without involving the company’s management and personnel in their work, because they do not have complete information and are not immersed in the process, as a result of which they are not familiar with the specifics of the work and other details.

Step-by-step development of the organization's mission

Stage 1.Understanding the need for a mission.

Forming an organization's mission is not just another process to create a certain image of the company or a new trend in business. This is a labor-intensive event that reflects the main long-term goal of the organization and the direction of its development. A correctly formulated mission of an organization’s strategy is an important point for achieving results, helping in managing and motivating personnel, forming the company’s image among competitors, and perception among consumers. Therefore, the organization’s management needs to:

understand the importance of long-term planning, otherwise there is no point in thinking about the formation of a mission;
be ready to invest your knowledge, effort, time, and take direct part in developing the mission of the organization;
having the necessary experience and qualifications to develop a mission (if a manager has a desire to formulate a mission, has an understanding of why it is needed, but lacks competence, it is worth considering the option of a hired specialist who has the necessary skills and knowledge, and is also ready to provide examples of successfully implemented cases).

Stage 2.Formation of a working group.

To successfully develop a mission, it is necessary to select competent performers. It is worth attracting managers from different levels into the working group and uniting them with one goal. You need to instruct them to monitor the market, find examples of missions of successful corporations, and pay special attention to companies similar to yours. This research will form a foundation and outline a long-term plan for the future that can be used to create the mission of the organization.

Stage 3.Identifying the distinctive features of the organization.

To formulate the mission and goals of the organization, a manager must think objectively and evaluate his company from the point of view of an external entity. It is necessary to highlight your competitive advantages, which are in demand among consumers, and, based on this information, draw up a strategic development plan for the company (see Table 1).

Table 1. Product- and market-oriented business concepts

Organization	From determining the company’s activities through the products (services) produced	Towards defining the mission taking into account the demands of the external environment
	Manufacturer of photographic equipment	Improvement and progress in the field of photographic and digital equipment
	TV company	Thanks to the BBC, people will speak the language of peace to people
"Rapida"	Payment system	Providing individuals and legal entities with a qualitatively new level of non-cash payments
"Sony Corporation"	Manufacturer of audio and video equipment, communications equipment	Energetic young company with fresh ideas and creativity
	We make cars	We produce vehicles of various brands and models used in any industry

Stage 4.Communicating the mission to employees.

Personnel must clearly understand the concept of “company mission”, its purpose and what meaning it contains. Only in this case will the organization be able to achieve its goals and be accepted by consumers.

There are several ways to interpret the mission of an organization for staff. The success of using each of them also depends on the size of the company. In global corporations, it is customary to hold meetings and seminars with the participation of senior management. Small and medium-sized businesses hold meetings. The mission and development strategy of the organization can be hung in the common hall - as a tool for maintaining internal corporate culture. Companies often resort to distributing special materials, which include points such as:

an introductory speech from top management, explaining the purpose and principles of the organization;
philosophy, credo, motto of the enterprise, as well as rules and norms of behavior.

Many organizations began to use similar materials - a printed manual, where all the above-mentioned points are clearly described.

This type of information delivery is convenient for management and also guarantees a positive response among employees, which will undoubtedly affect both the attitude of staff towards the organization and its reputation in the external environment.

Stage 5.Taking into account the environment.

The mission of the organization not only affects the owners and employees, it also affects the entities surrounding the company, including partners, clients, the municipality and others. When forming a mission, it is important not to forget about this. The development of the mission must be determined by 4 types of audiences.

Public – how the organization is useful to society, what it can offer.
Client - does it satisfy the demand in the market.
Organizational (for employees) – does it meet the needs of the system in the company’s field of activity.
Entrepreneurial (for business partners) - whether it meets the set goals and objectives that are aimed at the growth of the organization, whether the requests of owners and shareholders are satisfied.

This method is most used among companies involved in industry and finance. Their activities are directly related to the well-being of the cities where they are located. Industrial enterprises often harm the environment.

Stage 6.Alignment with the reality of the organization's mission.

There are three criteria that make a mission real. They will help balance the expectations of management and the current state of affairs in the organization. You should check to what extent the organization's mission meets these points.

Does the mission correctly convey the rules, philosophy and aspirations of the enterprise?
Is the mission based on the distinctive characteristics of the organization?
Does it meet the needs of the external environment?

When developing a mission statement, it is worth turning to the experience of other companies; such research can help in drawing up your own.

Expert opinion

Employees must be aware of the company's mission

Vadim Kotelnikov,

General Director of the Congress-Prom-Invest company, Moscow

The mission of the organization is of great importance as a tool for motivating staff. When employees do not know what the mission sounds like, their activities turn into routine, there is no incentive to proactively work for the benefit of the company, they are limited only to their functionality. In the East, it is customary to say that you need to put in a lot of effort, but you can achieve your goals only by putting them in the right direction. You also need to clearly understand what you want to achieve and work in this direction. Goals should be high, motivating and inspiring people.

The company's management, in particular the CEO, not only conveys the mission statement of the organization, but also conveys its meaning and content. His area of responsibility includes defining and interpreting the mission as a tool for motivating employees. Unfortunately, not all domestic organizations pay due attention to this fact.

In the course of the study on determining the responsibilities of a leader among the Russian-speaking and other population, the following answers were received:

our compatriots noted that the ability of a leader to motivate people, raise corporate spirit and inspire better results is important to them;
For residents of foreign countries, the main thing is a clear understanding of the company’s activities and its further development.

It turns out that Eastern wisdom teaches us that the task of a leader is to inspire his subordinates to be proactive, and not just point them in the right direction. Consequently, the situation is already changing.

The mission of the organization and its life cycle

Consider the entire mission life cycle.

Search for the components of the mission that make up its definition.
Formulation of the meaning and capabilities of the mission.
Deepening and justifying the role of the organization’s mission, combining its form and content.
Balance and development.
Obsolescence, end of operation.

The beginning of the mission is the appearance of several theses that reflect the paths of development and advancement, a strategic plan for several years ahead, or an understanding of the picture in the long term, or activities to achieve the assigned tasks, as well as the fruits of the work and their significance for the company.

There is a practice when all the theses have already been formed, but have not yet been put together. They usually lack a common message or standards of performance and behavior. They can appear in specific people or in groups of people, often in unexpected ways. Among large corporations, statistics show that the intuitive approach turned out to be more successful than measured moves that were made after analyzing the experience of past years.

There are many ideas, some of them remain ideas, not having time to become the main idea of the mission of any organization. Many of them are not implemented over a long period of time. You can perceive them as missions, but they lack an “addressee”. These include such as “environmental protection”, “improving working conditions” and others.

When developing a mission, it is necessary to take into account the following factors that can determine its capabilities:

correlation between the mission of the organization and the reasons for its creation;
correlation of mission and results, the achievement of which is a priority;
correlation of the company's achieved results with the market and the mobility and flexibility inherent in it.

The organization's mission is clarified taking into account these correlations and a full assessment of the situation within the organization. Both the current situation and plans for the future are taken into account without excessive pessimism. After this, the mission is determined and is in a state of equilibrium. She inspires staff, guides them with a common idea and gives confidence in a successful result. A mission at the state level can be considered a coat of arms, anthem and other symbols. Their main difference is that the mission has a limited life cycle, it changes over time or takes on a different form.

Towards the end of its life cycle, the mission introduces virtually no innovations or changes to the strategic plan for the future, but only consolidates existing methods of solving problems and established processes when building communications. It gradually becomes outdated, its purpose becomes irrelevant, and it pulls the organization back. And then the mission simply ends its activities.

This outcome is found among the missions of many companies. And their existence ceases along with the organization.

Examples of missions of large global companies

Below we will consider the missions of world business leaders who have firmly taken a place in their segment and are considered successful corporations.

The concept of the mission of the Yandex organization: “Help in solving problems on the way to your life goals.”
The vision of the Swedish company IKEA: “We work to make your every day better.”
Disneyland defines its core purpose as: “We are designed to help parents and children spend as much time together as possible.”
The mission of the Mary Kay organization is: “We work to ensure that every woman is satisfied with her life, using only high-quality products, and can also build her own career, become a consultant with her own work schedule and achieve everything she dreamed of.”
As for the mission statement of the Japanese car manufacturer Subaru, it is as follows: “Our company stands for environmental protection. We understand its importance for the whole world and therefore use technologies that do not harm the environment, people and the planet as a whole.”
Sberbank’s mission: “We work so that people live better and can fulfill their dreams and desires. Our organization provides guarantees and instills confidence.”
Unilever's Vision: "We believe that business should grow in an environmentally and socially responsible way and enhance the positive aspirations of society."
Domestic companies have also set their sights on defining their mission. For example, the telecommunications giant Rostelecom defines its mission as follows: “We are developing and providing new services, helping to make people’s lives better.”
Megafon mission: “We erase boundaries, we unite people regardless of their location.”
The fuel company Lukoil sees its main goal as follows: “Our main goal is to achieve the best results in the development of our organization, to improve the lives of our employees and people in the world. We try to make reasonable use of natural resources for the benefit of society.”

Information about the experts

Dmitry Persheev, General Director of the company "Garant", Moscow. The Garant company is one of the largest Russian information companies. The Garant company and the system of the same name created by it have been awarded numerous awards and diplomas at specialized exhibitions and professional competitions. The partner network includes more than 250 centers in our country and abroad. The company employs more than 7.5 thousand employees in 200 cities of Russia. Today, the range of services provided is expanding: seminars are held for clients, legal consultations, and professional magazines are published.

Boris Polgeim, founder, main shareholder and strategic director of the Aqua Logo and Business Class companies, Moscow. The Aqua Logo company was founded in 1995. Specializes in aquarium interior design. The number of employees is about 300 people. Turnover is several million US dollars per year. Currently, it is the largest company in this profile in Russia. The company "Business Class" is engaged in business training for managers. Number of employees – 20 people. Clients: about 500 managers of small and medium-sized enterprises. Turnover is about $1 million per year.

Vadim Kotelnikov, General Director of the Congress-Prom-Invest company, Moscow. The scope of activity of the Congress-Prom-Invest company is the support and development of innovative business. Year of foundation – 2000. Number of employees – 50 people, capitalization – 50 million US dollars.

Every leader periodically has the need to stop and look around, rethink what is happening, analyze the results of activities, and plan for the future.

As a rule, this happens when the company's goals or management methods used previously become irrelevant in the new environment. There is a need to make changes.

Many people think that changes need to start by defining the desired future. But, moving along this path, you can only “draw” a beautiful dream, and not realistic goals. Goals developed in isolation from reality are like castles built on sand.

“Vision without action is a dream. Action without vision is a nightmare."

Japanese proverb

ORGANIZATIONAL DIAGNOSTICS

In order to formulate ambitious but realistic long-term goals and a plan for achieving them, it is first necessary to assess the “health” of the organization.

A comprehensive analysis of all the problems facing the organization and the opportunities for improvement available is critical to the long-term success of senior management's efforts to develop the company.

The data collected during the diagnostic process makes it possible to identify those aspects of the company's work that require improvement, and also allows you to develop an action plan that eliminates not only the symptoms, but also the underlying causes of the identified problems.

DEVELOPING MISSION AND VISION

The mission explains the main purpose of the enterprise's existence. A vision also defines the purpose of the organization, but focuses on objectives and aspirations. It is designed to inspire. The vision is timeless: even if an organization changes its strategy, the vision should remain the same.

Mission is a business concept that reflects the purpose of a business, its main goal. In contrast to the vision, the mission characterizes only the “present” of the organization: the type, scale of activity, differences from competitors, leaving the prospects for business development without attention. The mission details the status of the enterprise and provides guidance for the development of goals and strategies at various organizational levels.

The mission is what the company exists for, and the vision is the future image of the company. Without defining the direction of business development, it is impossible to explain the essence of the activity.

The mission explains the essence of the activity, the specifics of the business and the path of development of the company - everything that distinguishes this company from others in this industry.

Sometimes companies mistakenly define their mission as making a profit. However, profit is the goal and result of the company's activities. The fact that a company seeks to make a profit says nothing about where and how profits are generated. If a company declares its goal to be profitable, it still needs to explain how it achieves this goal. This explanation is the company's mission.

As a rule, people formulate a mission and vision at the stage of creating an organization. However, this does not prevent you from creating a separate mission for each project, department or initiative.

Mission formulation helps to solve the following management problems:

First, the mission forces managers to systematically engage in a comprehensive analysis of the strengths and weaknesses of the organization and its competitors, opportunities and threats, which increases the validity of the strategic decisions made.
Secondly, in the case of large companies, the mission contributes to the integration of local organizational units into one whole, motivation of staff and more effective interaction between managers and subordinates at various levels.
Thirdly, a good mission helps to project a rational and positive image of the company onto business partners, shareholders, investors, on whom the fate of the enterprise depends in various forms and degrees.

The mission statement contains a description of three elements:

Buyer needs, i.e. something that needs to be satisfied.
Buyer groups, i.e. who will be the target of the service.
Actions, technology and knowledge, i.e. How a company creates and delivers customer value and meets the needs of its customers.

Mission examples:

Bristol-Myers Squibb Company (Pharmaceuticals) – “Discover, develop and deliver innovative medicines that help patients overcome serious diseases.”
ConocoPhillips (Gas/Power) – “Our mission is to advance all civilization.”
Nike (Sporting Goods) – “Bringing inspiration and innovation to every athlete in the world.”
Dow Chemical Company (chemicals) – “Innovate at the intersection of chemistry, biology and physics.”

How to formulate a mission?

Step 1: Find an idea that will lead you to victory.

First, define your winning strategy and unique selling proposition. Generally speaking, this is an approach to work that sets your company apart from competitors, the reason why clients will come to you.

Step 2: Clarify the goal.

Next, you need to make a list of tasks that need to be completed to achieve your goal. For example, if your winning strategy is to create innovative products in a specific industry, define a set of steps to implement it. If your idea is to provide a high level of customer service, then identify key indicators of customer satisfaction. You should not look at specific numbers; it is important to have a general idea of the criteria for success.

Next, consolidate winning ideas and solutions into a common but measurable goal. Write a brief mission statement that expresses your ideas, objectives, and desired outcome. Make sure it is short, simple, clear, and free of jargon; the language should be inspiring and avoid getting carried away with complex language.

Organization Vision is a figurative representation of the meaning of the activities and prospects (future) of the organization. It explains and demonstrates to all employees and the public what the organization is, what it should become and what it strives for.

Setting a vision is one of the tasks of top management. Vision horizon, i.e. The period of remoteness in time of the formed image of the enterprise can be different, from several months to several years.

The vision refers only to the future: it loses its relevance when the desired state of the organization is achieved and must be formulated again.

The vision statement should be concise, dynamic, easy to understand (often a slogan), and meet the following requirements: inspire, be as simple as a memory or image, be credible, and provide guidelines that can serve as a basis for developing strategy.

The formation of a strategic vision begins with the creation of its three main components:

The mission of the company, which determines the position and business of the company at the moment.
A long-term course developed based on the mission and defining the strategic path of the company.
Clearly articulating the strategic vision to gain broad support from all employees in the company.

Examples of vision:

Amazon (online retail) – “Our mission is to be the most customer-centric company on Earth. We're where people find and discover everything they want to buy online...at the lowest prices."
Amnesty International (non-profit organization) – “Our mission is to build a world in which every person – regardless of age, religion, ethnicity, sexual orientation or gender identity – enjoys all the human rights contained in the Universal Declaration of Human Rights and other internationally recognized human rights standards."
IKEA (retail) – “Improving the daily lives of many people.”

How to formulate a vision?

Step 1: Find value for people.

You need to unlock real value for people. For example, how will your organization improve people's lives? How can you improve the whole world?

Step 2: Consider the benefits.

Then, consider these desires in terms of the benefits that can be derived from satisfying them.

Examples of values: excellence, integrity, teamwork, originality, equality, honesty, freedom, service and strength.

Step 3: Combine mission and value.

Combine all received thoughts into one competent formulation. This may take a lot of time, but it is necessary to carefully refine the proposal, because it is a matter of getting customers, and therefore profit.

SETTING ORGANIZATIONAL GOALS

Goals- the end result, the desired result that any organization strives to achieve. Goals must be realistically achievable and answer the questions: what do we want to achieve? Who will do this? When will we get the result? Why do we need this?

Setting goals transfers the theoretical part - the development of a strategic vision and direction for the company's development - into the plane of practical application.

The guidelines for the company's activities are only goals that are defined in quantitative or measurable terms and contain specific values that need to be achieved.

Long-term goals determine the strategic intention of the enterprise to occupy a certain place in the business. Defining overall long-term goals is required for each key result that managers consider important to achieving success and creating appropriate competitive advantages for the organization.

Seven key spaces within which an organization defines long-term goals:

Market position. Market goals may be to gain leadership in a certain market segment or increase the organization’s market share to a certain size.
Innovation. Targets in this area are associated with identifying new ways of doing business: developing new markets, using new technologies or methods of organizing production.
Marketing. The main results of activity in this area may be reaching first place in the sale of a certain product, creating a certain image for the product, and improving customer service.
Production. The priority goals in this case are to achieve the highest labor productivity, improve product quality, and reduce production costs compared to main competitors.
Finance. The general goal is to preserve and maintain at the required level all types of financial resources and their rational use.
Personnel Management. Goals regarding personnel may be related to maintaining jobs, ensuring an acceptable level of remuneration, improving working conditions and motivation.
Management. A key goal in this area is to identify critical areas of management influence.

The goals of the organization must have a number of characteristics, which are sometimes called criteria for the quality of the goals set.

Main characteristics (criteria) of the goal:

Specific and measurable. By expressing goals in clear, measurable terms, management creates a basis for making decisions and evaluating progress.
Planning horizon. There are long-term (planning horizon of more than 5 years), medium-term (planning period from 1 to 5 years) and short-term (usually within a year) goals. The narrower the planning horizon, the more specifically the goal should be expressed.
Reachability. Goals are set so that they do not exceed the capabilities of the enterprise. Setting unattainable goals blocks employees' desire for success and reduces work motivation.
Consistency. Actions and decisions necessary to achieve one goal should not interfere with the achievement of others.

Insufficient attention to the process of setting goals or, conversely, putting forward unattainable goals causes damage to the organization.

Achieving strategic goals is necessary to strengthen the company's competitiveness and market position in the long term.

In conclusion, we note that to formulate the mission, vision and goals of the company, use a collaborative format, in which all decisions are developed with the active participation, full understanding and support of key managers who will implement these decisions, which will allow the required changes to be made faster and more efficiently.

Contact the Sales Academy and we will hold a strategic session for you, where together with you we will formulate a mission and vision, and develop an effective strategy for your company.

Follow our publications and stay updated on current issues.

G. Ford defined the mission of the Ford company as providing people with cheap transport. He understood well that the company’s mission should be aimed at the consumer and solve primarily the consumer’s problems, and not the internal problems of the organization, such as ensuring profit, expanding the market, increasing sales, etc.

The mission of the famous Eastman Kodak company is: “To become the world leader in chemical and electronic imaging.” Here we see that the statement outlines the company's main long-term goal - "to become a global leader", but also specifies in which industry. At the same time, despite the fact that we know this company more as a manufacturer of photographic products, the company's management does not limit itself only to these products.

Matsushita Electric's mission is to "contribute to improving the quality of life by providing society with household appliances that are as cheap as water."

Considering this mission, we see that, on the one hand, it is quite specific, because:

the company's field of activity is named - production of electrical household appliances;

a global goal has been outlined - improving the quality of life of society;

It is clear how the company is going to achieve its goal - supplying society with cheap electrical appliances.

But at the same time

the aspiration of Matsushita Electric is formulated very broadly and implies the presence of a variety of projects leading to one global result;

The direction of development is also formulated broadly and gives greater freedom in choosing specific ways to achieve the goal.

The mission statement of Sun Banks, one of the world's largest financial institutions, is a prime example of a mission being the product of careful and serious thought. Sun Banks' mission is to promote the economic development and welfare of the communities served by the company by providing citizens and businesses with quality banking services in a manner and to an extent consistent with high professional and ethical standards, providing fair and appropriate returns to the company's shareholders, and equitable relations with company employees.

Another example of a successful (in the author’s opinion) mission is the mission of the Reyter company. It goes like this: “Providing services to those who seek to improve the management of their company is our only business; customer satisfaction is our main goal.” In stating its mission, the company does not limit itself to a certain set of clients, but is ready to provide its services to all those who need it, with maximum benefit to the consumer.

Despite the fact that Russian companies are just beginning to realize the importance of the mission for the functioning of organizations, many companies still have a mission statement. As an example, here are a few excerpts from the missions of Russian companies.

Dovgan Corporation - “protected quality, protected health.”

The mission of the management and marketing consulting center is to “promote the economic rise of Russia and win its worthy place in the world market through the development of Russian entrepreneurship.”

The Radian company is “providing the region with modern engineering and technical security equipment from leading companies in the world, comprehensive solutions that combine: security and fire alarms, video surveillance systems and restrictions on access to premises, as well as air conditioning and lighting.”

An example of a differentiating mission is Nokia's mission: "By connecting people, we help meet the fundamental human need for connection and social contact. Nokia builds bridges between people - whether they are apart or face to face - and helps people get the information they need." It would seem, which of the things listed in Nokia’s mission are not being done by other mobile communications companies? Motorola, Sony-Ericsson, LG, Panasonic and other players in this market offer absolutely the same things.

For example, the Russian industrial company OAO Severstal, listed by Forbes magazine, uses its mission statement to communicate to employees the company's key priorities and how it relates to them and other stakeholder groups. As a result, if a company employee has a question about what to do in a given situation, whether it is worth looking for non-standard solutions or being content with long-accepted approaches to work, the mission provides answers to these questions.

In addition, being a large company with an extensive structure, Severstal OJSC invests in the development of the infrastructure of the regions in which the company's production is located, which is reflected in its mission and values. Such investments not only contribute to business development, but also have a positive impact on the loyalty of employees to the company - thus they have the opportunity to feel part of something important and greater than just the production of steel products, which they do not even deal with in life.

The mission of Severstal OJSC: “To be the best partner for all stakeholders: to create competitive advantages for its consumers, to generate growing and reliable demand for suppliers, to guarantee an attractive return for shareholders and a decent level of remuneration for the company’s employees, to help unleash the creative potential of employees. Most significant and priority standards of behavior in the company are reflected in the strategic values of Severstal OJSC: continuous improvement by unlocking the creative potential of employees, focus on results, team spirit, trust and honesty, willingness to accept challenges, leadership, customer focus, social responsibility."

Citibank Mission: We help people manage their money effectively.

EBay's Mission: To provide a global marketplace where anyone can buy or sell virtually anything.

Ford Motor Mission: We are a global family and proud of our heritage of bringing personal freedom to people around the world.

Mary Kay Mission: To brighten the lives of women around the world by offering customers quality products, opening new horizons for independent beauty consultants and providing them with unlimited career opportunities, doing everything to ensure that women who come into contact with the Mary Kay company can realize themselves.

focusing the attention of stakeholders on specific aspects of its strategy and specific types of products, customer groups, markets, geographic regions, or ways to achieve business goals. The narrow approach is especially actively used by companies that at one time were the first to introduce a certain innovation to the market, since it is precisely this that is their main competitive advantage and strategic guideline. Or, the mission is formulated narrowly if the success of the company requires an absolutely clear understanding of every aspect of its activities.

Examples of a narrow approach to mission statements include companies and organizations such as IBM, Polaroid, Starbucks, and the CIA, among others.

IBM Mission: We strive to be leaders in the invention, development and production of the industry's most advanced information technologies, including computer systems, software, storage systems and microelectronics. We turn these technologies into value for customers through professional solutions, service and consulting services around the world.

Polaroid's Mission: To advance the instant photography and digital market to meet people's growing need to capture the faces of friends and family, places dear to their hearts, and life's funny moments.

Starbucks Mission: To be the world's leading provider of the world's finest coffees while growing the company through our unwavering principles (a respectful place to work; cultural diversity; coffee excellence; customer satisfaction; community contributions; profitability).

CIA Mission: We are the eyes and ears of a nation, and sometimes its invisible hand. We achieve the mission as follows:

By collecting only the necessary intelligence.

By providing relevant, objective and comprehensive analysis – on time.

Performing protective actions against the President of the United States to prevent threats or to achieve U.S. political objectives.

In the article you will learn what the company’s mission is and why you need it. Examples of missions of the most successful companies and a step-by-step diagram for creating a mission for your company.

What is a mission and why is it needed?

“If your only goal is to become rich, you will not achieve it.”
John Rockefeller

In order to build a great company, you need something else, a kind of guiding star, like the sailors, to which you will lead your company.

To begin with, you choose the direction where you want to take your campaign and then write the path. This is the essence of the mission.

The mission of the company is the unique meaning of all the actions that the company carries out in the social life of society.

I understand it’s somehow confusing, let’s try in simple words.

A mission is what gives you the strength not to give up your business halfway through the routine of everyday problems. This is what will not let you give up. This is what will attract like-minded people into your team with whom you will achieve your goal. This is what will attract clients to your company like a magnet.

Just don’t think that a mission is the cure for all business ills, but when a company has one, it’s a huge plus than when it doesn’t.

Before you continue reading, answer one question:- “Are you in business for a long time, or are you just trying to get some money here and then little by little?”

I hope your answer is yes, for a long time.

In this case, you need to think about a business development strategy so that your company does not sway from side to side like a frigate during a storm. And the company's mission is an integral part of this strategy.

You can talk about the mission of your company both in one sentence and in the development program of the organization as a whole.

Main: The mission must be accepted by all members of your team, otherwise either rewrite the mission or recruit a new team.

Benefits of the company's mission

When you create a company mission and your team fully supports it, you will fully experience all the benefits of the mission:

The company will become understandable and attractive to investors and partners at all levels;
Company management will be more transparent;
Management at all levels will understand the role and contribution of everyone to the common cause. This way you won’t have plans and deadlines missed for unknown reasons;
You will have your own evangelists among both employees and clients;
Your employees will feel involved in a great cause and... will try to live up to it;
You will be able to determine the corporate values of the company;
The entire process of strategic development will become clear even to a fifth grader;
Your company will have its own culture of behavior and communication in business;
You will bring more tangible benefits to your country, people and society as a whole!

Company mission - examples

For convenience, I divided the missions of companies by industry.

Electronics and high technology

IBM– we turn technology into value for clients through professional execution of solutions, service and consultations around the world. We strive to become a leader in the invention, development and production of information technologies: computer systems, data storage systems, microelectronics and software.

XEROX– disseminate knowledge through documents.

Sony– a group of young people with sufficient energy for endless creative search.

Samsung– We contribute to improving the global state of society by using human and technological resources to create goods and services of superior quality. Lenovo– We will become one of the world's greatest technology companies by creating personal devices and being inspired by our own culture, through which we build a business respected around the world.

Apple– we produce the best personal computers in the Mac world along with professional software OS X, iLife, iWork. We continue the revolution in the world of digital music with iPod and iTunes. Rediscovering mobile with iPhone and the App Store and shaping the future of mobility with iPad. At the beginning of our activity, the mission sounded somewhat simpler - we offer the highest quality computers to people all over the world.

Microsoft– We help people and business organizations around the world realize their full potential.

Rostelecom– we create more opportunities for people, both through our services and through the implementation of projects and initiatives that address topics important to society.

Uralvagonzavod– we strengthen the defense capability and develop the transport infrastructure of the Russian Federation by creating high-tech innovative products for military, special and civilian purposes.

(manufacturer of the ARMATA tank): Strengthening the defense capability and development of the transport infrastructure of the Russian Federation by creating high-tech innovative products for military, special and civilian purposes.

Telecommunications and IT companies

Yandex– we help people solve problems and achieve their goals in life.

Google– we organize the world’s information and make it accessible and useful everywhere

Beeline– we help people get joy from communication, feel free in time and space.

Megaphone— let’s unite Russia, breaking down barriers and developing communications to become everyone’s obvious choice. We create conditions for people to communicate, without taking into account borders and distances.

MTS— We are working to make MTS the best operator for its customers. We wish that every person who comes to an MTS salon, calls our call center, or uses the company’s services, enjoys being our client. Thanks to reliable communications, we provide our clients with the opportunity to build and improve their lives and constantly develop. All our resources are aimed at ensuring that, thanks to the company’s services, the lives of MTS clients become more eventful, interesting and filled with new opportunities.

Yota— we will be a leading developer and supplier of innovative mobile services that will change, at least one iota, people’s perceptions and experiences in the field of communication, entertainment and information consumption.

Tele2— We challenge, act quickly and offer a wide range of Internet-based services at an affordable price.

Svyaznoy— we work with people and for people. We create an exciting world of mobile communications and new offers that are understandable and accessible to everyone. We provide simplicity, convenience and attractive choice.

Youtube— We provide quick and easy video access and the ability to frequently share videos.

Facebook— we give people the opportunity to communicate and make the world more open and united.

Twitter— we give everyone the opportunity to exchange ideas and information instantly, without barriers.

Oil and gas industry

Gazprom— the most efficient and balanced gas supply to Russian consumers, implementation of long-term gas export contracts with a high degree of reliability.

Rosneft— innovative, environmentally safe and cost-effective satisfaction of society’s needs for energy resources. Thanks to a unique resource base, high technological level and a team of professionals committed to their work, we ensure sustainable business growth and increased shareholder returns. We contribute to social stability, prosperity and progress of the regions.

Lukoil— created to harness the energy of natural resources for the benefit of humans.

Banks

Sberbank— we give people confidence and reliability, we make their lives better, helping them realize their aspirations and dreams.

Bank opening— we help our clients, employees, counterparties and even competitors realize their financial opportunities.

The Bank of New York We strive to be recognized as a global leader and partner of choice in helping our clients succeed in the world of rapidly evolving financial markets.

Citibank- a reliable partner for our clients, responsibly providing them with financial services that contribute to sustainable development and economic progress. In the interests of clients, we invest in reliable assets, provide borrowed funds, process payments and provide access to capital markets. We help our clients solve their most complex problems and make the best use of emerging opportunities. We connect millions of people in hundreds of countries and cities.

Government agencies and non-profit organizations

Mission of the State Hermitage Volunteer Service— we foster a sense of responsibility for the preservation of cultural heritage.

CIA- the eyes and ears of a nation, and sometimes its invisible hand. We achieve the mission as follows:

— By collecting only the necessary intelligence.

— Providing relevant, objective and comprehensive analysis on time.

— Perform protective actions against the President of the United States to prevent threats or to achieve US political objectives.

Services sector

Aeroflot– we work so that our clients can quickly and comfortably travel vast distances, which means they can be mobile, meet more often, work successfully and see the world in all its diversity. We give customers the opportunity to choose thanks to an extensive route network and various airlines of the Group: from low-cost airlines to premium airlines.

Russian Railways— we work for clients, contribute to the unification of peoples, integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skill of a team of high-level professionals and innovative technologies.

First Freight Company— we provide the best quality transport and logistics services on the market. We will make rail transportation of goods accessible and attractive to the client.

Disneyland— we work to ensure that adults and children spend more time together.

Ritz-Carlton hotel chain— tireless care and provision of maximum comfort to each guest.

New York Public Library— we inspire continuous learning, dissemination of knowledge and strengthening of our society.

Consulting companies

Solution consulting— We promote the growth of domestic companies by helping to implement effective development methods.

McKinsey & Company— We help clients make individual, lasting and significant improvements in their operations and build a great company by attracting, inspiring and retaining exceptional people.

The Boston Consulting Group— we analyze, we understand and then we act. We bring together people who can challenge established ideas and bring about exactly the changes that are needed. We help clients develop the necessary competencies and achieve long-term benefits. And we shape the future. Together.

Metallurgical industry

RUSAL— we will become the most efficient aluminum company in the world, which we and our children can be proud of. Through the success of RUSAL - to the prosperity of each of us and society.

Metalloinvest— we will provide the buyer with high quality metal and provide the highest level of service.

Cherepovets Metallurgical Plant- a leader in creation.

United Metallurgical Company— we produce metallurgical products and products for the fuel and energy complex that best meet the needs of customers due to the optimal ratio of price and consumer properties.

Distributors, networks and trade and e-commerce enterprises

PRINT- a link between publishers and readers.

Ribbon— we work to ensure that people in Russia live better and richer, saving their money every day.

Sportmaster— we make sports accessible! We are developing a successful and efficient business, offering customers an optimal range of quality goods for sports and outdoor activities with an optimal level of service. We contribute to the improvement of population health in the countries where we operate, promoting the values of a healthy lifestyle, sports and active recreation, and improving the quality of life of our clients.

Zappos— We provide our clients with the best service possible.

SNA— we will be the undisputed leader in the distribution of FMCG goods in the CIS countries, providing customers with high-quality goods and ideal service, acting in the interests of society and consumers, employees and shareholders.

Protek— We care about the beauty and health of people. We value the economic, social and ethical values of society, honestly fulfilling our obligations to people, partners, investors and the state and thereby setting standards for doing business.

Dixie— we satisfy the daily needs of the majority of Russian residents with the best price-quality ratio - Simple, Nearby, Neighborly

TERVOLINA- high-quality, comfortable shoes and excellent service - for every customer!

Walmart— We save people money so they can live better.

AUCHAN— We offer more and more customers a wider range of quality products at low prices.

Leroy Merlin East— we will make it affordable for everyone to repair and improve their home

Castorama— we help buyers make their homes more perfect and comfortable, transform the labor-intensive and costly process of repair and improvement into an interesting hobby that is accessible to everyone.

IKEA— we will change the daily lives of ordinary people for the better.

Amazon- Let's become the most customer-friendly company on Earth.

EBay— we will provide a global trading platform where anyone can sell or buy almost anything.

Alibaba— we remove all barriers between the buyer and the seller.

Manufacturers of consumer goods

Baltika— we create a high-quality product that gives people the joy of communication, makes their lives brighter and more interesting.

Coca-Cola— we refresh the world, body, mind and spirit. We awaken optimism through our drinks and our deeds. We bring meaning to everything we do. Our vision of tasks is based on five words that reflect our values - Personnel, Planet, Products, Partners, Profit!

Daria— we free up consumers’ time for a full life by producing high-quality, easy-to-cook products.

Wrigley– creating simple pleasures to brighten every day.

Luxlite— leadership in the Russian lighter market for long-term partnership.

JTI— we are creating a powerful international tobacco company that would operate with maximum benefit for its shareholders, employees, consumers and society as a whole and strive to take a leading position in its industry.

Unilever- We give energy to life. We satisfy people's everyday needs for food and hygiene. Our brands help you feel great, look great and get more pleasure from life.

Mary Kay— we decorate the lives of women all over the world, offering customers quality products. We open new horizons for independent beauty consultants and provide them with unlimited career opportunities, doing everything to ensure that women who come across Mary Kay can realize themselves.

Levi-Strauss— We supply the market with the most beautiful and popular casual clothing in the world. Let's dress the whole world.

Nike— We bring inspiration and innovation to every athlete in the world.

Adidas— We will be a leader among global sports brands. We achieve leadership based on our vision - our passion for sports makes the world a better place. All our work is inspired by the passion for sport that drives us, allowing us to improve ourselves and the world around us.

Canon— we help people realize the full potential of the image.

Polaroid— we are improving the market for instant photography and digital equipment to meet the growing need of people to capture the faces of friends and family, places dear to their hearts and funny moments in life.

Gillette Every day, more than 800 million people around the world trust their faces and skin to Gillette's innovative razors and shaving products. We strive to provide people with the best personal care products, including deodorants and body washes. All of them are designed to meet people's unique needs, helping them look great, feel good and perform at their best every day.

Catering industry

Teremok— We are creating a national public catering network. We will be loved by customers by offering national dishes of a new generation: pancakes, porridges, stews and kvass, with the best taste in Russia. Our products will become available to most of the Russian population. We are always happy to see people of all ages here. We give people joy and pleasure.

McDonald's- To be our customers' favorite place to eat or drink. And the formula for achieving this goal is one old McDonald's formula: KKCH and D, which means Quality, Service Culture, Cleanliness and Availability.

KFC– We bring joy to life.

Automotive industry

AvtoVAZ— we create high-quality cars for our customers at affordable prices, bringing stable profits to our shareholders, improving the well-being of our employees and increasing the value of our business for the benefit of the Fatherland.

GAS— We produce commercial vehicles that guarantee the customer benefits from the purchase thanks to uncompromising quality and reliable, impeccable service, ensured by the highest competence of personnel, partner suppliers, innovations in production and products.

URAL— we satisfy the needs of society for vehicles with a gross weight of 12 to 44 tons and create conditions for maintaining the performance of vehicles during operation.

KamAZ— We supply automotive equipment and branded services, helping clients achieve inspiring goals.

Ford“We are a global family and proud of our heritage of providing personal freedom of movement to people around the world.

Toyota– maximum satisfaction of customer needs by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified maintenance.

BMW— The BMW Group is the world's leading supplier of premium products and premium services for individual mobility.

Harley-Davidson— we make people’s dreams come true, using our experience in creating the best motorcycles!

In this article we want to offer you a selection of missions of large, recognizable companies in leading global markets. The given examples of missions of organizations and manufacturing companies will help you fully understand the meaning and meaning of this concept and will help you create the right vision of the business.

All examples of missions are divided into main product groups and markets.

Missions of IT and Social brands
Missions of food and beverage brands

Retail brand missions

Wallmart Mission:“We help our customers save money to make their lives better”

Target Mission:“Become a desirable shopping destination through innovative solutions, exceptional offers, and exceeding customer expectations.”

The Home Depot Mission:“To provide each customer with the highest level of service, a wide range and competitive prices”

IKEA Mission:"Improving everyone's daily life"

Amazon's Mission: “Make a place where everyone can buy anything they want online”

CVS Mission:“Helping people improve their health”

Best Buy Mission:“We solve the unmet needs of our customers through the resourcefulness of our employees.”

Missions of IT and Social brands

Google's mission:“Comfortably organize all the information in the world and make it accessible and useful to everyone”

Microsoft Mission:“Give everyone the opportunity to realize their own potential one hundred percent”

Skype Mission:“Become a platform for people to communicate in real time”

YouTube Mission:“Provide quick and easy access to video content and provide the ability to share videos together”

Twitter Mission:“Connecting people everywhere at once”

Apple's mission:"To provide students, teachers, creative experts around the world with the best computers through the use of innovative solutions"

Missions of sportswear brands

Adidas Mission:“To become the best sports brand in the world. never associate quantity with quality. The athlete always comes first.”

Nike's Mission:"To provide inspiration and innovative solutions to every athlete in the world"

Umbro's Mission:“Excite and motivate. Let everyone fall in love with the mind-blowing world of football"

Asics Mission:“Becoming number one for sports enthusiasts. To achieve this, we promise to create the best product, focusing on our technological merits, and pushing the boundaries of the body's capabilities."

Missions of food and beverage brands

Coca-Cola Mission:“Refresh the world, body, mind and spirit; Arouse optimism through our drinks and our deeds; Bringing meaning to everything we do."

Pepsi Mission:“To be the world's premier food products company focused on prepared foods and beverages. Everything we do is guided by 3 principles - honesty, consistency and fairness."

Nestlé Mission:“We believe that research and development will help make food better, thereby improving people's lives.”

Danone Mission:“Provide as many people as possible with waking food”

Missions of B2B brands

Cisco Mission:“The company's software, hardware and services are used to create reliable networks that provide easy access to information anywhere, at any time.”

IBM Mission:“To lead in the invention, development and production of information technologies, including software, computers, information storage systems and microelectronics. And help improve the business of our clients around the world with the help of leading technologies.”

Intel Mission:“Create and enhance computer technologies to connect and improve the lives of every person on earth”

General Electric's mission:“We exist to solve the problems of everyone on earth, be it a company or an individual”

British Petroleum's mission:“Promoting human progress through the manifestation of the following qualities: honesty, openness of transactions”