This is an award winning business plan by the European Union, for the Enterprise fellowship scheme. Business Plan by Syed Masrur, the Founder of the first English speaking Islamic Television Channe...
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Mission statements, aims and objectives
Mission statement z
A mission statement is a short written statement of the purpose of an organisation. The mission statement should guide the actions of the organisation, spell out its overall goal, provide a sense of direction, and guide decision-making.
Are mission statements useful? Advantages: z Give employees a sense of purpose and something to aim for. z Can be used as a promotional tool – lets external stakeholders know the company’s purpose.
Are mission statements useful? Disadvantages: z Formally stating aims not necessary for success. z Writing aims down does not mean they will be achieved. z Hard to develop in diversified organisations z Just a publicity tool not a true reflection of companies’ aims.
Unilever’s mission statement z
Our mission is to meet everyday needs for nutrition, home hygiene and personal care with brands that help people feel good, look good and get more out of life.
Do you think this is a good mission statement?
Activity z
Write down a list of aims and objectives that you think Unilever are trying to achieve.
Unilever’s objectives Write these into the first column of your table z z
z
z z
z
Increase sales (turnover) Increase market share – competitors (Procter & Gamble, Nestlé, Kraft Foods, Mars Incorporated, Reckitt Benckiser) Increase share price (two share prices Unilever NV and Unilever plc) Increase profits Be socially responsible i.e. ethical e.g. sustainability Expand into overseas’ markets
Activity z
Use the sheet to assess how well Unilever are achieving their objectives.
Exam questions z
z z z z
Key terms – explain the term and give an example Mark scheme 1 mark – definition 1 mark – development 1 mark example
Turnover Mission statement
Exam questions Section A z What is meant by the term ‘objective’. (2) Mark scheme: 1 – Define the term; 1 – further detail or example z Describe two objectives Unilever might have. (4) Mark scheme: For each objective: 1 – state relevant objective; 1 – description of the objective
Key terms noughts and crosses Public Limited Company
