In this article we offer you a selection of missions of large well-known companies in the world's leading markets. The given examples of organization missions and manufacturing enterprises will help you fully understand the meaning and meaning of this concept and help you create the right vision for your business.

All example missions are divided by key product groups and markets.

Retail brand missions

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

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

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

IKEA Mission:"Improving everyone's daily life"

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

CVS Mission:"Helping people improve their health"

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

Missions of IT and Social brands

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

Microsoft Mission:“To give everyone the opportunity to realize their full potential”

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 with each other”

Twitter Mission:"Instantly connect people everywhere"

Apple's mission:"To provide students, educators, creative professionals around the world with the best personal computers thanks to the use of innovative solutions"

Missions of sportswear brands

Adidas Mission:“To become the best sports brand in the world. Never compare 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:“To excite and inspire. Let everyone fall in love amazing world football"

Asics Mission:“Becoming number one for sports enthusiasts. To achieve this, we promise to produce best product, building on our technological advances and pushing the boundaries of what the body can do."

Missions of food and beverage brands

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

Pepsi Mission:“To be the world's best food company focused on prepared foods and beverages. In everything we do, we are guided by three 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 healthy food”

Missions of B2B brands

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

IBM Mission:"Leading in invention, development and production 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 advanced technologies."

Intel Mission:"Create and improve Computer techologies 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 following qualities: honesty, openness of dealings”

Ready solutions

We have ready-made template, with which you can easily apply the theoretical knowledge of this article in practice. You can download a sample for developing the mission of your organization or product in the section.

There are many interpretations of the concept corporate mission– the meaning of existence, the main goal of activity; some higher purpose; expression of the social significance of the activity; the role the company intends to play in the market; high-quality business content, a businessman’s attempt to find the meaning of his professional activity; justification of the organization's non-financial goals.

We dare to add our own definition of mission to this collection.

• Mission (organization, project, institution etc.) - an expression of one’s ability and intentions to satisfy or create socially significant and ethically acceptable needs (demands) of humanity, groups of people (territories, states, peoples, communities, enterprises) and individuals.

And if we get rid of unnecessary complexity, let's say it even simpler:

• COMPANY MISSION is the social benefit that the company intends to bring (or is already bringing) to others.

That is, the mission should be directed outward, toward society, outside the company, and not toward the company and its stakeholders. This is precisely the main criterion when understanding whether the mission is before your eyes or an attempt to justify the purely material interests of the business. A striking negative example of this is the mission of today's Russian banks and insurance companies, most of which have simply forgotten about the interests of the client.

Socially acceptable goals of the mission of modern Russian business can be:

• the formation of a new quality of life that summarizes the consumer properties of the company’s products;
• the desire to improve the already formed quality of life and expand its distribution;
• creating values ​​of a higher level of significance for society than the resources expended;
• qualitative changes in the company itself, as a result of the emergence and mobilization of additional resources and a new attitude towards the world;
• increased adaptation of the company to market requirements and its integration into the global community.

There are many opinions about what the content of an organization's mission should be.
The so-called four-pronged approach involves taking into account the mission statement the following aspects:

• market (products, strategies, competition, enterprise goals, markets),
• social (taking into account the interests of business participants, social groups, mentions of corporate philosophy, culture),
• private (business success from the point of view of the personal interests of the owners),
• qualitative (the desire of business to change the conditions, quality of life of society, properties of the social environment).

• public (contribution to local community, solving specific social problems),
• consumer (satisfying customer requests, taking into account the needs of suppliers and partners),
• administrative-territorial (satisfying the requests of a specific system within the structure of which the company operates),
• entrepreneurial (satisfying the needs of participants and co-owners).

And, for example, on the website of one domestic state university it is stated that “The content of the organization’s mission is:
1) philosophy (basic views, principles and values, system of motives);
2) description of the scope of activity, product of the organization;
3) goals of the organization (current and strategic);
4) characteristics of potential and technologies;
5) description of the internal concept, strengths organization, its competitive advantages, development prospects;
6) characteristics of the market where the organization operates;
7) description of the external image (image) of the organization."
So it’s not clear whether to believe this or smile.

It is up to you to decide which method your company will use to formulate its business mission. Let us add: contrary to some authors, we do not believe that the “Company Mission” is a document “the provisions of which must be followed.” You need to know the mission of the company, it is advisable to share it, be guided by it, follow it, but fulfill its provisions..? It is difficult to agree that a mission is “a corporate ideology, the values ​​of which the company’s employees correspond to, and the philosophy of which is reflected in their work” (the quote is real). A mission is just a mission.

A well-formulated mission of the organization does not require additional explanations or additions, and does not contain any nested, expanding interpretations or provisions. It is a full-fledged, independent document, logically included in a set of documents under the general name “Company Ideology”.

MISSION DEVELOPMENT

In the context of small and medium-sized businesses, the mission of the organization almost always contains the energy and philosophy of the owners and founders. Without their participation, a full-blooded mission rarely appears.

There are many approaches to developing a mission.

Developing a company mission is a fashionable trend that many follow simply because “competitors have created it, but why are we worse?” In reality, this is the ideological foundation for any business. If a business is created for the sole purpose of making money, then the chance of such a business to survive for a long time tends to zero.

And if an entrepreneur came up with a company to (God forgive me!) make the world a better place, then defining the company’s mission will not be so difficult. Before we talk about why a company needs a mission, let's define the terminology.

A company's mission is not the same as its vision, strategy, goals and values.

These concepts are often confused, but in fact they mean completely different things.
The mission of your company should answer the question of why the company was created, what is its ideological meaning, the philosophical message of its existence.
For example, Alfa Bank formulates its mission as follows:

Company mission and values

The mission is the basic, fundamental point in the existence of the company. Values ​​are consistent with the mission and communicate what is important to the company, and in two directions at once: in relation to employees and in relation to customers. Here is what the Leroy Merlin company writes about itself on this matter:

Company mission and vision

Vision stems from the mission and values ​​of a business and answers the question of what the company will be like in the future. This can be seen in the example of Samsung's mission and vision combined into one picture:

Company mission and strategy

A company's strategy tells what will be done or is being done to achieve the company's mission. For example, for Coca-Cola it looks like this:

Mission and purpose of the company

The goal is what the company strives for. A goal can also be called a business idea, as, for example, at IKEA:

The mission and values ​​almost always remain the same, but the vision, strategy and purpose may be slightly adjusted or even changed significantly over time.

So why do you need a company mission?

The lack of a mission calls into question the long-term existence of a business, just as the lack of soil under your feet calls into question the ability to walk. But there are other points:

• A clearly defined mission will allow you to hire people with similar life principles, creating a more cohesive team.
• If you correctly draw up the mission of the organization, then it will be easier to build and implement a PR strategy. A company with deep values ​​always commands respect in society.

When the question “why?” solved, you can move on to the next stage and try to understand how to create a working mission in the company. Let's arm ourselves with specifics.

1. Do not entrust the creation of a mission to subordinates. The head of the company should write the essence. It is not prohibited to ask for help in finding better wording, but the idea should be written to the creator of the case.

2. It is worth writing the company’s mission without mentioning the desire to make a profit. It is clear that any business is created for money, but here it is better to talk about something more important.

3. The mission must be unique. If it can be used for another company by simply changing the name, work on how to articulate the company's mission next.

4. What is written should be easy to understand. Try to keep your sentences short and simple.

5. It is important not only how to write the company’s mission, but also how to formalize it. Make sure that everything is beautiful from a design point of view.

Writing a company mission requires a clear understanding of why the company is doing its business. When this does not happen, the result is “porridge”:

All these big words about “the best in the world” look very pretentious, but do not really communicate anything. If you write the mission of the organization like this, it only confuses and makes you wonder: is the company really so chaotic in its vision of its purpose? Why then write about it at all?
Here's an example of how to write an organization's mission and rise to the occasion. Coca-Cola writes:

As you can see, there is no universal script for correctly writing the mission of an organization. The key to success is understanding basic principles, on which everything else rests. Knowing them, you can easily figure out how to correctly formulate the company’s mission and use this “more than text” for the benefit of your organization.

Are you starting your own internet project? We invite you to an online meeting “How to collect subscribers and turn them into money.” We'll tell you how to create an asset on the Internet that will bring you stable income in just 100 days.

Carry out your mission with pride!

A lot of materials have been written about such a concept as “company mission” - from books on marketing and branding to articles and posts on social networks.

Quite often, these publications look more like a scientific dissertation than clear and easy-to-follow step-by-step instructions.

Questions still remain open:

• Does every company, business, expert necessarily need a formulated mission?
• What should be understood by the “mission of the organization”?
• How to formulate the working mission of a brand, and what examples to focus on?

Let's first understand the terminology.

What is meant by “organizational mission”?

In classical management, the definition of the term “mission” is as follows - this is a statement that reveals the philosophy of the organization’s existence and the difference between a given company and similar ones.

This is a very broad understanding of the mission, in which it is quite easy to get confused. Let's try to bring specificity to its essence and content.

The company's mission should answer a simple question - why was the organization created? Usually the first answer that comes up is to make a profit.

This is logical, but let's look at the question from a different angle: what is wrong in the world around you, and how does your company (or you personally, as an expert) intend to fix it?

Much clearer and gives more room to the imagination, right?

Another important concept that is often confused with a company’s mission is brand vision. It answers the question: what kind of company do you see in the future? Or, if we start from the paraphrased mission question, what will the world around us be like when you finish changing it.

Does every company need a mission?

Certainly not. It all depends on your scale, goals and ambitions - this is your personal choice.

For the owner of a single stand selling hot dogs, the mission is unlikely to significantly help in business. But if you are an Internet entrepreneur and are striving to create a successful and systematic digital business, you should think about developing a brand platform and start with the company’s mission.

This, at first glance, philosophical concept is a powerful tool for promotion, ensuring loyalty of the target audience, a platform for setting strategic goals and prioritizing, and an indicator of the strengths of the brand.

It is important to note that there is simply no single rule on how to formulate the mission of an organization. But this process is quite simple, and below we will try to outline its basic principles step by step.

6 Essential Elements of an Organization's Mission

When starting to formulate the mission text, be sure to take into account the presence of at least 5 out of 6 attributes in it. You can sacrifice memorability, but keep it in moderation and respect the people who will read your mission. For example, Avon's full mission statement consists of 307 words.

Stages of developing an organization's mission

Despite all the apparent complexity of the process of writing a mission, fundamentally only 3 stages can be distinguished.

Stage 1. Creating a Mission Skeleton

For clarity, we present all 5 key questions in a table with answers using the example of a nanny agency for children.

Do not hesitate to answer in detail - this way you will definitely be able to cover all the important points.

Stage 2. Reduction and generalization

The goal of the second stage is to cut off everything unnecessary, leaving only keywords, and then summarize them into one sentence.

Stage 3. Verification

We return to the table above and check whether all 6 elements of a successful mission are taken into account. You can also discuss the final version of the brand mission with company employees, show it to your friends and listen to their opinion. If there are any shortcomings, we correct them.

The final version of the agency’s mission for nannies after all the transformations is as follows:

“Surround children with care, provide them with professional care and reliable supervision, so that the kids feel comfortable and the parents feel calm.”

Agree, creating a brand mission is quite simple. And so that you can be convinced of this and always have a sample for inspiration at hand, we will present several options for the mission of organizations.

Examples of missions of famous companies

Why did we decide to focus on those companies that are on everyone's lips? We could take several internet business niches and develop examples specifically for this article. But the mission of a company whose product features are unknown to you will only be in a beautiful phrase, no more.

Therefore, let’s look at examples of several of the most successful missions formulated by marketers famous brands and startups.

Apple's mission is an example of a respectful attitude towards the brand's customers and is aimed at understanding them:

"We offer products High Quality, which free people’s lives and work from hard and tedious work, make the world a more comfortable place to live, and ensure the respect and loyalty of consumers.”

Dropbox is a startup that few people believed in in its early days. Today the company is worth more than a billion dollars, and their mission is:

“We create easy-to-use products based on trust. When people store their files in Dropbox, they can be sure that they are safe. User privacy has always been and will remain our top priority."

Marketers of the oil concern Lukoil have created a fairly brief and succinct mission, which, nevertheless, reflects the purpose of the company’s existence in the market:

"We are created to give energy natural resources turn for the good of man."

The mission of the famous Japanese car manufacturer Toyota is more focused on the customer than on the achievements of the company itself:

“Our mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified service.”

Mission of the Svyaznoy company:

“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.”

And finally, 3 more important advice How to write a successful brand mission:

1. Don't talk about the company;
2. Don't talk about "process" - how responsibly you approach your business;
3. focus solely on the results and benefits that your the target audience will receive from cooperation with you.

And now that we have step-by-step figured out the pitfalls that may await you when working on an organization’s mission, write in the comments how you would formulate a mission for your business? And like it if the content was useful to you.

But do you know where your company is going? What do you want to achieve? To make every action and decision you make more successful and meaningful, you must constantly keep a clear picture of your main guidelines in your head. “What do I want my business to be?” is the first question an entrepreneur should ask himself when creating the mission of his company. Without a clear vision of your goal, you will never achieve this goal.

Why is a mission needed?

Perhaps every person who decides to start their own business thinks about why some people manage to achieve great success and always stay afloat, while others don’t. Why are some capable of leading thousands of people, while others, having amazing management skills, are left with nothing? The fact is that successful entrepreneurs They clearly know what they want and how to achieve it using all their capabilities. To bring your success closer, you need to formulate the real mission of the company and never deviate from it.

What is the company's mission?

If we consider the company's mission in the broadest sense, then it can be defined as the raison d'être of the business. The mission contains the fundamental purpose of the organization and plays the most significant role in strategic management. When formulating a mission, you first of all describe the company’s values, with the help of which you can achieve your main goal. You can often find the concept “company policy” in business articles. In essence, this is the mission.

Mission is now a very fashionable concept, and many companies associate the level of their prestige with the presence of a beautifully formulated mission. However, if you need a mission only to “boast” about it in business circles, then carefully studying how to formulate it correctly is not necessary. For a truly serious business, the mission should serve as a kind of auxiliary and guiding means of achieving goals and completing tasks.

Mission objectives

First of all, with a clearly defined mission, it will be much easier for company employees to unite to achieve common goals. And the process of attracting the most suitable specialists to the company will be significantly easier. Once, one businessman, answering the question “How were you able to assemble a team of such talented specialists?”, said that after a clear statement of the mission, the issue of personnel selection ceased to be a problem. Specialists began to come to the company on their own, whose values ​​corresponded to the company’s mission.

With the help of a mission, the PR process, both internal and external, is also much easier. Finally, the lack of a mission can lead to a violation of integrity corporate culture in company.

How to write a company mission

The first thing you need to start with is to put everything aside and find a quiet place where no one will distract you from your thoughts. At this moment, one might say, the fate of your business is being decided, so throw everything unnecessary out of your head and focus solely on the formulation of the company's mission. You don't have to write the mission all at once. Most likely, in the next few days you will return to it, make some adjustments in order to ensure that the final picture looks more complete and corresponds to your real goals.

First, you need to create a framework for writing a mission statement. Take a piece of paper and a pen. Describe several main activities of your company (there is no need to describe in detail), as well as the features of your company and its advantages and advantages among competing firms. And most importantly, write down the main values ​​of your company. Don’t rush, it’s better to think everything through carefully so as not to lose sight of any important detail.

Next, looking at what you wrote, answer the following questions: “What do I want to achieve? Where do I want to go? Why do I want this? What is the basis of my aspirations? Can there be people willing to support me in this?” Most often, company missions are formulated from the perspective of the social significance of its activities for society. However, this method of creating a mission statement is not suitable for all types of businesses. For example, for a company producing alcohol or tobacco products, social significance will be extremely difficult to formulate.

Mistakes in mission statement

The most common mistake when writing a mission statement is to mention the profit aspect. Everyone understands that any business, among its goals, has, among other things, obtaining maximum profit. Therefore, in order not to distort the understanding of the mission, it is better not to use the desire for material gain in writing the mission.

The mission turns out to be “empty” if it does not contain any specifics and contains only boilerplate expressions. Also, a mission that is far from the real state of affairs in the organization will be wrong, and the goals described in the mission are not the real goals of the company and are written only for the “pretty picture.”

Requirements for writing a mission statement

There is an informal regulation for writing a company mission. The first and most important thing is the easy perception and understanding of the mission by both company employees and other people. If the employees themselves do not correctly understand what the company’s goals are and where it is going, then it is obvious that they will not be able to take full part in achieving the goals.

The mission should always be relevant to the company. It reflects what the company is doing at a given period, and what it will do in the future. If it happens that the company slightly changes the vector of its activities, then the mission must be rewritten to suit the new conditions. Otherwise, it simply loses its meaning and relevance.

The next requirement for writing a mission concerns its scope. There are no generally accepted norms here. The scope of the mission can be either one sentence or several pages. However, you shouldn’t go to such extremes. It is unlikely that it will be possible to fully reflect the mission by writing just one sentence. And a mission that is a couple of pages long will not be perceived well enough by those who read it. Therefore, the ideal volume of the company’s mission is a few sentences, maximum one small paragraph. Once again we would like to draw your attention to the fact that this requirement is unspoken, and only you can decide how to write and what the scope of your mission will be.

There are also some recommendations for designing a mission. Whoever and wherever you show it, it should have the most presentable appearance. A mission for a company is like a business card for a person. If you place it on a website, make sure it has a beautiful and readable font, and don’t place it somewhere in the corner so that it doesn’t look like some small, not particularly important detail. Carry out your mission with pride. If you present your mission in printed form, it should be a high quality print, and not a piece of paper with dull text. Some companies hang a high-quality mission statement on the walls of their office, placing it in a beautiful frame.

Examples of writing a company mission

To better understand what a mission should look like, we give you several examples of real missions of existing successful companies.

1. “We are going to become the biggest airline, to establish our presence both in our country and in other countries. We want to achieve maximum efficiency and low cost on local and international routes. We want to see in our ranks best employees who can provide best conditions flight for each passenger" (Southwest Airlines) .
2. "To provide inspiration and innovation to every athlete in the world" (Nike) .
3. “We see our mission as quickly and efficiently serving a large number of visitors to our restaurants, using a standard range of food products" (McDonald's) .
4. “Our calling is in continuous creative search to create our own products. And we have enough energy and enthusiasm to do this for you" (Sony Corporation) .
5. “We are dedicated to making women's lives better and more enjoyable with high-quality cosmetic products. We provide the opportunity for every woman to build her career in our company by becoming an independent beauty consultant. We promise that every woman who lets Mary Kay into her life will be able to realize herself to the fullest.” (Mary Kay) .
6. “To become a leading manufacturer of mobile devices using only innovative developments and modern standards. Our goal is to promote the development of high technologies, expanding the scope of their capabilities. HTC is all about new design solutions in which we invest our resources as much as possible." (HTC) .
7. “We improve the quality of life for many people. Our goal is, first of all, to help and care for people who are in difficult situation, and are not able to cope with it on their own" (American Red Cross) .
8. “To enable people to enjoy communication, and to feel freedom from the limitations of time and space. Anticipate people's needs and wishes and translate them into our services mobile communications» (Beeline) .
9. “Rallying efforts and uniting the labor of many people based on the construction of quality cars” (Toyota) .
10. “We bring people together and help them satisfy their need for social connections. We build bridges between people who need to communicate or receive any information" (Nokia) .