An organization's mission is its reason for existence.
It speaks to the questions: Why does this organization exist? Whom does it serve? By what means does it serve them?
The mission statement is the written expression of the basic goals, characteristics, values, and philosophy that shape the organization and give it purpose. It seeks to distinguish the organization from others by articulating its scope of activities, its products/services and market, and the significant technologies and approaches it uses to meet its goals.
Features of Mission Statements
• A mission statement should say who our company is, what we do, what we stand for and why we do it. • An effective mission statement is best developed with input by all the members of an organization. • The best mission statements tend to be 3-4 sentences long.
Aims and objectives
The organisation is best defined by its aims and objectives as laid down in the constitution of the association. The Association will seek to achieve the aims by means of a range of objectives.
Business activity is focused around the achievement of appropriate business goals. These can be categorised into business aims and business objectives
A business aim is the goal a business wants to achieve. It may have several aims. In the private sector businesses aim to make a profit. Others aim to survive as a primary aim, as survival is necessary for the business to continue. Other aims include: expanding, maximising sales, to be more competitive and to be environmentally friendly.
A business objective is a detailed picture of a step you plan to take in order to achieve a stated aim. These need to be SMART in order for the business to know what progress it has made towards achieving the objective. Production aims for a company like Coca-Cola or Nissan will focus on quality and meeting particular targets and standards.
Marketing aims for a company like Kellogg's or Kraft...