Strategic Management of Anheuser-Busch

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Strategic Management

Mission Statement: What it is all about

The Mission Statement is a vital component in the strategic planning of a business organization. Creating a mission is one of the first actions an organization should take. This can be a building block for an overall strategy and development of more specific functional strategies (Abrahams, 1995). By defining a mission an organization is making a statement of organizational purpose. Christopher Bart a foremost researcher in the art of mission statements articulates, "A good mission statement portrays an organization's unique and lasting reason for being, and energizes stakeholders to follow common goals. It likewise enables a focused allocation of organizational resources since it compels a firm to address some hard questions: What is our business? Why do we exist? What are we trying to accomplish?" (Bart,1998).

A mission statement should be inspiring (Bailey, 1996). The reader should want to be a part of an organization after reading its mission statement. It should be enduring, though not cast in stone. The statement should project a sense of worth, intent, and shared expectations and should state intrinsic value of the firm's products/services (David and David, 2003). Moreover, David and David (2003) suggest that the document should include the following nine components: overall strategy and development of more specific functional strategies. By 1.Customers

3.Geographic Markets
5.Concern for Survival/Growth/ Profits
7.Public Image
9.Distinctive Competence
Anheuser-Busch's operations and resources are focused on beer, adventure park entertainment and packaging (Anheuser-Busch, 2003). Anheuser-Busch also has interests in aluminum beverage container recycling, malt production, rice milling, real estate development, turf farming, metalized paper label printing and...
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