The mission of the project company. How to write a company mission? Examples of missions of companies in the field of high technology, electronics

Maxim Romanov

In this article, we tell you what the mission and values ​​of the company are, when such a subsection on the site is needed, and when it makes no sense.

What is the mission of the company

The mission of the company is the meaning of its existence in addition to making money. Mission is the cause you serve. It forms the values, beliefs and principles of business, reflects the purpose of the company, its positioning (different from other market participants), determines the role that the company wants to play in society.

The subsection with the mission can be called differently: "Philosophy", "Anatomy", "Biology", "Brand DNA", "Company Values" and so on - as far as the imagination of the marketing department is enough.

Variations on a theme:

In Bangladeshi social entrepreneur Yunus Muhammad's book Creating a World Without Poverty. social business and the future of capitalism” is the concept of “corporate social responsibility”. It unites all philosophies, missions and the like under one roof - it is an obligation to do good to people and the world around them, or at least not to harm them.

Why a company does NOT need a mission

Yunus Muhammad, whom I have already referred to and will continue to refer to, says that today's consumers are turning away from companies with a tarnished image. True, while preparing the article, I did not find a single convincing evidence that “negative social positioning of the brand” has a bad effect on commercial performance. If you know of such studies, send links in the comments.

However, there is evidence to the contrary. In an article on the results of Dieselgate, Bloomberg View analyst Leonid Bershidsky argues that Volkswagen not only did not suffer from the environmental scandal of 2015, but also increased its efficiency. Moreover, it was in the "dieselgate" 2015 that the Volkswagen Group displaced the long-term leader Toyota from the first line in terms of sales in the world. And, according to the latest data, VAG is only increasing its advantage, PR has played only in favor.

Another example: let's compare the rating of the largest cosmetics manufacturers from Brand Rankings with the lists of the international organization PETA, which fights for the ethical treatment of animals. For the entire TOP-10 we see the following picture:

Removing animal testing has a commercial effect on cosmetics manufacturers, who are interested in a narrow audience of animal rights activists. For example, for the manufacturer of environmentally friendly cosmetics Bare Escentual.

But for a general audience, this factor does not matter. of great importance. Cruel, but true.

Before you tell your clients about the mission, you need to understand one thing: the mission is not for clients, not for partners, and not for profit, it is personally for the business owner. If he himself wants to live in a "green" world or that sick children have the opportunity to recover, if he is ready to give part of the profits for these purposes, the company will have a mission.

But the cost of a mission is not an advertising budget. You can not expect to invest a certain amount, and then calculate the effectiveness of investments. This is equivalent to giving 100 rubles to a beggar at the entrance to Magnit, and then asking for a discount in the store. I'm so kind, are you sorry or what?

Yunus Muhammad says the same thing: some corporations consider social obligations as a kind of advertising. 1% of the profits are directed to help the poor, and the remaining 99% - to industries where the labor of the same poor is exploited in violation of elementary labor laws. Don't be like that, be honest at least with yourself.

But this does not mean that social projects should be hidden away and shamefully shrugged if someone finds out and asks. Social projects are "white" PR in pure form and Right way in regional and national media. You can and should talk about them, but honestly, without pathos and attempts to manipulate people. This is my personal conviction.

Why is the mission needed then?

To answer this question, you first need to ask yourself another:

To whom do you have obligations?

Social obligations can be held to society as a whole.

Social obligations can be held before certain group of people.

Social obligations can be held to your employees.

The press service of Sela confirmed that the personnel department uses methods to identify personality traits of applicants. If the candidate does not show the required qualities, he will not be hired.

Social obligations can be held to clients.

So the mission is:

1. Increases public interest in business. The logic of "Sportmaster" is clear: more people go in for sports - more buyers of sporting goods.
2. Attracts employees, customers and partners with similar views, tastes, interests. A few years ago, including on this topic, the Xiaomi brand advanced. The manufacturer consistently created a fan environment: starting with the product line (the principle of “powerful and fast hardware for little money”) and ending with the official international MIUI fan site.

1. It stimulates to take actions that in the future may lead to the purchase of a product or service.

1. Activates the emotional factors of choosing a product and service.

Do I need a subsection with the mission of the company on the site

Understand correctly: charity is wonderful, but if you write on your website a few pathos, but without anything behind them, phrases, you will not convince others that you care about world peace.

Reading this, I just want to shout: “Guys, you just sell balls and bicycles!” Seriously, what if your client bought a treadmill from you, drove it for several days and realized that it was too hard and that sport was not for him at all? If he did not become either cheerful, or cheerful, or happy from the purchase, what will you do? Will you take the simulator back and sign up the buyer for body positivity courses?

Less pathos and abstractions, more references to real cases.

Publish certificates and thanks from public organizations and foundations

Taxi service from St. Petersburg "Taksovichkof" transports employees of partner companies free of charge charitable foundations and public organizations. Representative of any social project who needs help with transport can leave a request on the official website. There are several dozens of such certificates in the "Charity" subsection.

Tell us what charitable causes your products go to

Show how your business processes improve the environment

It would seem that there is nothing special here. Many trucking companies are buying gas-powered vehicles and optimizing routes - it's just cheaper than gas and round trips. But "Gruzovichkof" translates its principles into an ecological plane and receives a bonus to karma.

Publish reports on charitable events in the news section on the website

At the same time, you can get into the federal press.

The business camp is divided into 2 groups: some believe that writing a company mission is an empty formality, others see a special power in a small text. My opinion: it all depends on how the mission was written for your company.

If you need such text for the sake of a tick, which will look like thousands of faceless examples on the Web, then, of course, there will be no sense. When goals are taken from the ceiling, and the mission itself is blurred, it's easy.

If your mission is a strong rope, which pulls the whole company along with it and which actually reflects the meaning of the company's existence, then it is worth writing. Such texts are remembered at the level of ideas and meanings, they often say even more than texts, for example.

Today I will tell you how to write a company mission that would really work and become part of your strategy. It doesn't take much to do this. You don't even have to be a great copywriter to do this. It is enough to approach the matter responsibly once, and then everything will work out.

About the general concept of "company mission"

When you write a mission statement for a company, you must answer the following question:

Why was the company created?

It's all. This is the main idea and the skeleton of the mission. In one or several paragraphs (no need to imitate Leo Tolstoy and create multivolumes), you are very clear and specific about why the company was created and what are its motives.

It is clear that in 95% of cases the goal of creating and growing a company is money.. I mean something more, going beyond these limits. We do not mention money, it is “by default”, but we immediately talk about what is “behind the money”.

For example, here are some mission statements for different companies:

• Production of environmentally friendly vehicles that would not pollute the environment;
• Creation of a segment of inexpensive stores where you can buy only natural products;
• in which for very little money you can get serious professional knowledge;
• Set-top box disc exchange network in every district of the city, so you don't have to travel to distant lands;

Unfortunately, when creating a company mission, it is often confused with strategy, vision, and values. This is fundamentally wrong. Of course, no one forbids modernizing the mission by weaving part of the vision or strategy into it, but still, in the classical sense, it has a framework that you should not go beyond.

To avoid confusion, I will try to explain how the mission for the company differs from the vision, strategy and values ​​of the company.

Company's mission answers the question “Why are we created?”.

An example of a company mission:

University of copywriting, where you can get serious professional knowledge for very little money;

Company Vision answers the question “Where does our company see itself in the future?”. Unlike a mission, a vision can change over time and not have a specific deadline. In fact, this is a dream, the desire of the company to become such and such in N years.

An example of a company vision:

In the next 5 years, we want to become the largest centralized copywriting training site in Europe, where each teacher is successful practitioner.

Company strategy answers the question "How are we going to achieve our vision?" Strategy is a more complete decoding of the way to achieve the company's vision.

Strategy example:

In the next 5 years, we want to become the largest centralized copywriting training site in Europe, where every teacher is a successful practitioner. To do this, we will create financial and reputational conditions under which the best copywriters Runet will be profitable to cooperate with us.

Company values answer the question “What is important to us?”. That is, we voice our core values ​​in our work.

An example of company values:

We clearly separate copywriting from any information business. The University of Copywriting is a place of professional systemic education, where the best practices of Runet are taught. It is important for us that you receive real knowledge, and not beautiful dummies from "coaches".

The best solution for the company would be a point division of texts into paragraphs. That is, first we write a good company mission, then the subtitle "Vision", then "Strategy" and "Values". And under each of them, respectively, a bit of meaningful text with specifics. This will make it clearer and easier.

The first question, “What are we created for?”, we have analyzed. Now we ask the second question, namely:

Does your company really need a mission?

The fact is that not everyone needs a mission so much. Of course, even Curtains & Socks, which rents a couple of pavilions on the market, has the right to write a full-fledged version, but does it really need it?

The problem is far from how to write a good company mission, the problem is that there are companies for which it will not be possible to write a good enough mission.

If the purpose of the existence of your company is only profit and enrichment, if there is no clear course of development, then the mission can be neglected.

Example when the mission fails:

If you buy toys in China and then resell them for twice the price in your own country, it's hard to write something like that here. Of course, you can say something like "We are created to make the toy market accessible to everyone."

In fact, you know, it's nonsense. Doesn't sound. Too utilitarian direction of development "swallows" any attempts to create a mission for the company.

Example when the mission succeeds:

You create toys for the domestic market, certifying each to the standards of your country. Then you can say:

“We live in this country and we want our children to play with safe toys made from safe materials. Toys created in accordance with the cultural heritage of our country.”

This is what it sounds like. Here, which is understandable and truthful. Yes, of course, you still do your job and for the sake of profit too, but there is already a motive for which you can cling to.

Summary:

Those companies that have already reached some minimum socially significant level should write their mission. If you really want to, but there is nothing special to say yet, you can combine the mission and vision (dream).

We have already answered two questions, the last one remains:

How to write a mission statement for a company?

No need to look for a single universal rule. Maybe somewhere on the Web this is laid out, but there will be no sense from it for one simple reason: all companies are unique and their missions are also unique. So here, rather, you need to rely on the rules general. And here I will give them to you in full.

Before we start learning the rules, here's another piece of advice:

If the company's mission is so vague and "generalized" that when changing the name it can be applied to any other company, then this is a very weak option. This is garbage, not a mission.

A good company mission is always unique and specific. It cannot be limited to a bunch of empty phrases, the only purpose of which is to somehow fill the place. Specificity is important. No need for pearls like "We are always the best and for world peace."

Template for creating a strong company mission

To write a decent mission statement, answer 5 questions:

• What does your company do?(produces children's bicycles)
• Who is your target customer?(mom, dad, grandma, grandpa)
• What customer needs do we cover?(we make inexpensive, but high-quality and safe children's bicycles)
• How do we help this world?(we make bicycles that parents are not afraid to give to their children)
• Why do we consider ourselves?(because 10% of Russian families have our bikes).

With these inputs, we can quickly create the first sketch. Let's say this:

We are proud that our products have become synonymous with safety and reliability. We exist in order for a young and strong generation to grow up in Russia, sincerely loving cycling .

As you noticed, not all items from the template were used. This is quite normal, the idea should not be too cumbersome. It is very important that the mission of the company is filled with your true aspirations and spirit, and not a bunch of random words.

Time to talk about mission size:

It is recommended to write company missions with a volume of no more than 4-8 sentences. If you look at the examples of Western firms, you will see that even world-class giants get by with one or a few proposals.

Trying to create a company mission on several sheets is tantamount to teaching a first grader descriptive geometry. Do you want an effect? Write succinctly and to the point!

Analysis of your company's mission

Below are the main criteria for analyzing the company's mission, which will help us check it for compliance with GOST requirements and common sense.

Availability of specifics. The mission of "friendly teams", "flexible discounts" and "dynamic companies" will not work. Only specific and unique texts.

Ease of perception. Probably, words like "eschatological" and the like have every right to exist. I don't know, I'm not sure. Still, they should not be used in the mission of the company.

The text should be such that even a schoolboy can understand it. The same applies to sentences: no need to construct complex forms of 30-50 words.

Realistic picture. When reading a text, a person must believe what it says. Or at least allow the possibility of implementing what is written. Absolutely fantastic versions cause only laughter and bewilderment.

memorability. The mission for the company should be written so briefly and clearly that the reader will not forget it after 3 seconds.

Motivation. The mission should not only talk about how wonderful you are, but also called upon. Ideally, if it is known to every employee of the organization. This is normal and even good. When a person has an understanding of the goal, it is always easier for him.

This concludes this short story on how to write a mission statement for a company. You now have all the necessary knowledge and tools to get started. If you have questions or want to show an example of a company mission that you wrote, comments are always open.

Good for you!

Nobody is perfect. We also have typos. If you find an error, please highlight a piece of text and click Ctrl+Enter. Thanks for the help!

Mission is the reason for the existence of a particular business. In addition to making money, of course) Seriously, one-day companies and market leaders differ, among other things, in the presence of prescribed values ​​​​and principles of work.

Of course, this is not the only success factor, but you must agree: a clear understanding by the founders of why they “muddied” this business at all and how they want to achieve their goals motivates them to go forward and saves them from rash decisions. You can say: “that’s all right, but what about a startup where there is only a product idea?”

Startups also need a mission. And the sooner it is done, the better. And even better - printed on paper and hung in a frame in the most prominent place.

In this article, you will see how to create a company mission using the American analytics service Baremetrics as an example, where everything is described - global values, attitude towards the team and customers.

Mission

The mission is like the North Star that guides you at night. This is not a temporary stage and not a goal, but a destination in a global sense.

The mission of Baremetrics is:

“To give companies an analytics tool that will help them grow. Implement, train and optimize all processes with minimal client involvement.”

Baremetrics founder Josh Pigford argues that the decision to do or not to do a new feature in a product is made through the prism of the question: “Will this help customers grow?” In a relationship financial indicators, first of all (ARPU, MRR, etc.)

Values

These are things that allow you to complete the mission day after day. Common for each team member. From the Baremetrics program:

• Think and make decisions like entrepreneurs;
• Set limits to increase creativity. Specific development timelines or a clear financial plan for a month. It encourages you to think faster;
• The highest level of quality. No, this is not perfectionism. Just do what you are doing as well as possible right now. Special attention to the details - they decide the fate of the product as a whole.

Team

• We create an environment of trust - each team member should know that they can ask for help at any time, and secondly, they should not be afraid of mistakes.
• The right to vote - each team member can disagree with this or that idea. We do not reject, but listen carefully to the arguments.
• Responsibility for the timing and results of decisions. Deadlines and commitments must be made consciously and strictly adhered to.
• Focus on the result - no matter what was in the process. What matters is the end result.

Clients

Josh Pigford says, “Without customers, our company cannot exist. Nor can those for whom we work exist. We work for people. Not for abstract business, but for people. And if we didn’t do well to specific people, we didn’t do anything.”

Words that you can only subscribe to and never forget.

Mission of the company: examples and technologies for creating the Mission

The mission is necessary both for the organization and for each individual. Some manage to find such an organization working in which they manage to realize their own Mission.

The fact that a company has a Mission can be compared to a ship having a guiding star in the sky, which it orients itself to in order to continue its further journey without having an accurate map of the area. The mission of the company is not a panacea for all troubles, but its presence can inspire people, help them feel the meaning and significance of their work, and understand why they should get up in the morning and go to your office. You decide why you exist. Mission and purpose, like a magnet, attract to the company the best people, and gives customers the opportunity to once again make sure that you really care about them.

Top 100 Missions Western and Russian companies: read below

If your company has , we can help you bring it to everyone target audiences organizations. Perhaps you are ripe for an upgrade of your Mission? Then we will be able to suggest you how best to formulate the Vision and Mission of the organization. If you have both, please contact us in order to choose the right strategy for the realization of your Vision and the realization of your Mission! But first, read to the end - and look at examples of the Missions of many successful companies!

Every top manager sooner or later needs to answer the question: which development path to choose: short-term profit or a strategic and socially significant direction? And depending on this choice, top managers and business owners determine their lives as well. The level of stress in the constant search for short-term profits, and participation in fierce competition become unbearable. And the meaning and joy from the activities of such an organization, its creators feel less and less. Therefore, the issues of Meaning, Vision, Mission and the use of tools to bring all these intentions to life become more relevant than ever.

Modern business is characterized by a high level of uncertainty and a high rate of change occurring in almost all industries. , but while we think about it, “now” turns into “yesterday”, and many ideas become either irrelevant or implemented by someone else. The question arises, how to develop a business and how to choose priority areas? Research the best companies Both abroad and in Russia clearly indicate that success is more often achieved by those organizations that have a clearly formulated Mission, which is shared by all its employees.

"Do we need a mission for our organization?, and if needed, what is it? ". Many companies do not look for the answer to this question and as a result their activities are rather chaotic and unsystematic. Such activities are aimed at "short-term" or "momentary" profits. Such companies participate in a race where they and their competitors are doing it and they have to “run just to stay put.” Some organizations have a mission slogan that is posted on their website, but none of the employees know it. do such companies really have a Mission, and that in carrying out their activities they act on the basis of the Vision?No!They go with the flow!

So does an efficient business need a Mission or not? If the company's business brings a stable profit even without a Mission, then maybe treat this phenomenon as a fashion trend that will soon pass? The world is changing too fast to be slow. Behind the formulation of the Mission there is always the Uniqueness of the company, and the Values ​​that are important both to the staff of the organization and its leaders, shareholders and customers.

“Mission is the glue that keeps a company from falling apart as it grows, decentralizes, diversifies.”

If a company has neither uniqueness nor values, it may just have access to good resources, and for some time it will be able to exist without cares (depending on at what stage life cycle she is situated). And then what? The difference between companies that follow their Mission and ordinary companies lies in the quality of their development and in those who have the Mission will realize it and switch to new stage, and companies that go with the flow are likely to lose their bearings and face the problem of self-determination and survival.

100 EXAMPLES OF MISSIONS OF FAMOUS COMPANIES:

Here are examples of the missions of successful companies (their short versions are slogans), which show how in one or two lines you can explain the reason for the existence of the organization:

• Kodak "We help the world create memories and make money."
• Disneyland "We work to ensure that adults and children spend more time together."
• The mission of Castorama stores is to help customers make their homes better and more comfortable, transform the laborious and costly process of repair and improvement into an interesting hobby accessible to everyone.
• "The mission of the Ritz-Carlton hotel chain is tireless care and providing maximum comfort to every guest."
• Mary Kay's mission: "To brighten the lives of women around the world by offering quality products to clients, for independent beauty consultants and providing them with unlimited possibilities. career development, doing everything so that women who encounter Mary Kay can fulfill themselves."
• Google's mission: "to organize the world's information and make it universally accessible and useful."

• Facebook's mission is to "empower people to connect and make the world more open and connected."
• IKEA: "everyday life of ordinary people".
• XEROX: "Sharing Knowledge Through Documents".
• The Bank of New York: We strive to be recognized as the global leader and partner of choice in helping our clients succeed in a world of rapidly evolving financial markets.
• Harley-Davidson: We make people's dreams come true with our experience building the best bikes ever!
• Yandex's mission is to help people solve problems and achieve their goals in life.

If your company cannot be recognized by the wording of the Mission, then either your Mission is unsuccessful, or the company needs to determine its Uniqueness!

• Apple mission:“Apple makes Mac computers the best personal computers in the world, along with OS X, iLife, iWork and software. Apple continues the digital music revolution with its iPod and iTunes. Apple rediscovered mobile phone with its revolutionary iPhone and App Store and defines the future of mobile media and computing with the iPad."

Mission of Apple Computer, Inc. at the beginning of its activity "We offer computers of the most High Quality for people all over the world."

• Zappos' mission is to provide customers with the best value possible.
• Amazon's mission is to be "the most customer-conscious company on earth."
• Samsung Mission - We use the human and technological resources of the company to create products and services of superior quality, thereby realizing our own in improving the global state of society.
• Twitter's mission is to enable everyone to share ideas and information instantly, without barriers.
• Sberbank's mission - We give people confidence and reliability, we make their lives better by helping them realize their aspirations and dreams.
• Enter company mission: - We are for the present. Honestly. With love. As for yourself.
• Mission of Citibank - Citi works tirelessly for the benefit of citizens, communities, organizations and nations. With over 200 years of global experience in tackling the toughest challenges and realizing existing opportunities, we strive to provide the best possible value. economic result for our clients by offering simple, creative and responsible financial solutions. We connect over 1,000 cities, 160 countries and millions of people.We are your global bank. We are Citi.

Mission of Best Friends Animal Society: better world through kindness to animals.

• JTI Tobacco Company Mission: Our mission is to build a strong international tobacco company that operates with maximum benefit for its shareholders, employees, consumers and society as a whole and strived to become a leader in its industry.

A company's mission is a stated statement as to why or why the organization exists, other than to make a profit.

Ask a question about the Mission!

Mission of the New York Public Library: To inspire lifelong learning, spread knowledge, and strengthen our communities.

Walmart Mission: We save people money so they can.

• McDonald's Mission: To be our customers' favorite place to eat or drink.And the formula for achieving this is one old McDonald's formula: KKCH and D, which means Quality, Service Culture, Cleanliness and Availability.
• BMW mission: BMW Group is the world's leading provider of premium products and premium services for personal mobility.
• Valio - "To feel good"
• The mission of the Lukoil company: We were created to turn the energy of natural resources into .
• Polaroid's mission: To improve the instant photography and digital market to meet the growing need for people to capture the faces of friends and family, places that are dear to their hearts, and funny moments in life.
• Daria's mission: "To free consumers for a fulfilling life by producing high-quality, easy-to-prepare products."
• Levi-Strauss mission: “We will bring to market the most beautiful and popular casual wear in the world. We will dress the whole world."
• Toyota's mission: To give our customers the pleasure of high-quality Toyota vehicles. We are responsible for every vehicle we sell. We are where Toyota professionals use their years of experience and knowledge of advanced Toyota technologies to meet the needs of our discerning customers. The Company's mission is to maximize customer satisfaction by providing reliable and safe TOYOTA products and providing a network of high-quality service and qualified service.

• Gazprom: OAO Gazprom Gazenergoset, as a specialized operator, OAO Gazprom sees its mission in providing consumers with products from gas and oil refineries of the Gazprom Group, while maintaining a high level of safety and consistently developing activities related to the sale and use of this product.

Unilever's mission is to energize life. We meet people's daily needs for food and hygiene. Our trade marks help you feel great, look great and enjoy life more.

The mission of the Coca-Cola Company is based on 3 principles, which are formed as follows: Refresh the world, body, mind and spirit; through our drinks and our deeds; Bring meaning to everything we do. Our vision of tasks is based on five words that reflect our values! At the heart of each of them is a word that - coincidentally - begins with the letter "P". This is what the five P's sound like: People, Planet, Products, Partners, Profit!

MegaFon mission: MegaFon will unite Russia by breaking down barriers and developing communications to become the obvious choice for everyone. MegaFon proceeds from the company's social mission, which is to create conditions for people to communicate, without regard to borders and distances.

The mission of Microsoft (Microsoft):Our mission at Microsoft is to help people and businesses around the world fully realize mine To achieve this goal, talented, energetic, bright and creative people are required, with the following virtues: integrity and honesty, enthusiasm, openness and respect, willingness to solve complex problems, self-criticism and responsibility.

The mission of Youtube video hosting is to provide quick and easy video access and the ability to share videos frequently.

Lenovo mission (Lenovo): For those who do! For those who do! (as an option, "For those who act!"). At Lenovo, our vision is that Lenovo will create personal devices that inspire more people, inspired by our own culture, and through which we build a business that is respected around the world. This Vision guides us on our mission to become one of the world's greatest technology companies. We will accomplish this through: Personal Computers, Convergence and Culture.

Mission of MTS Company: We work to make MTS the best operator for our clients. We want every person who comes to the MTS salon, calls our call center, uses the company's services, to like being an MTS client. Thanks to reliable communication, MTS provides customers with the opportunity to build and improve their lives, to constantly develop. All MTS resources are aimed at making the life of MTS customers richer, more interesting and filled with new opportunities thanks to the company's services.

The mission of the Russian Railways (Russian railways) is to meet the market demand for transportation, increase the efficiency of operations, improve the quality of services and deep integration into the Euro-Asian transport system.RZD brand mission:We are the most important part of the global system of movement of people, goods and technologies. We work for clients, we contribute to the unification of peoples, we integrate Russia into a single economic space. Our solutions are based on a unique infrastructure, the skills of a team of high-level professionals and innovative technologies.

Aeroflot Group's mission: We work to ensure that our customers can quickly and comfortably cover long distances, which means they can be mobile, meet more often, work successfullyand see the world in all its diversity. Vision: Our goal is to remain the undisputed leader in domestic and international air transportation in Russia and to be inamong the best airlines in the world, combining dynamic development and high reliability with quality service.

• Nike's Mission: "To bring inspiration and innovation to every athlete* in the world" ("If you have a body, you are an athlete," said legendary University of Oregon athletics coach and co-founder of Nike, Bill Bowerman)

• Mission: “Sakhalin Energy strives to be the world's leading energy producer. We build our activities on the basis of efficient, reliable and safe production, responsible attitude to social and environmental issues.”Vision: "To be the leading source of energy for the Asia-Pacific region."
• Mission of AQUAART GROUP: We create new value in the lives of people all over the world. We believe that only at home we can get that supply of positive emotions that fill our lives with meaning. Therefore, we have chosen home improvement as our field of activity.
• Wrigley Mission and Vision: Wrigley. Creating simple pleasures to .Our mission: Wrigley is a company without borders. Because that's how we see the world. Whether it's chewing gum that keeps your mouth healthy, fresh and clean, or a handful of our candy puts a smile on your face, we strive to bring goodness to people through our products, and never lose it.Our creativity drives us forward, to new places, with new products, for new occasions, in new ways for the world to enjoy Wrigley.Whenever you want to spice up your day a little and add some freshness to it, we are always at your fingertips, but the choice is always yours.
• Rostelecom mission: More opportunities for everyone. Rostelecom creates more opportunities for people, both through its services and through the implementation of projects and initiatives that touch on topics important to society. Telecommunications can change and improve people's lives, and this is what Rostelecom strives for in relations with everyone who comes into contact with the activities of our company.
• The mission and vision of Benetton. The Benetton Group is future oriented. Her story is built on innovation and seeing what others don't see. The Benetton Group has always been a leader and at the forefront: with colors, with a revolutionary approach to sales, with an absolutely unique production and trading network and with a universal form of communication, which is created as a social phenomenon, and as a cultural discussion. The mission of the Benetton group has been global since before the advent of globalization, but the company has always moved in its own way.From the beginning, Benetton envisioned fashion for a global community where young people of every race live. Benetton is moving in its development on high speed, overcoming geographic, political and any ideological boundaries.Benetton is a responsible Group, sensitive to the needs and challenges of today, attentive to environment, human dignity and the transformation of society. Benetton is focused on growth, not as an end in itself, but as a means to promote progress.
• Yota's mission is to be the leading developer and provider of innovative mobile services that will change the perceptions and experiences of people in the field of communication, entertainment and information consumption even one iota.
• Svyaznoy mission: 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 an attractive choice.
• Canon's mission is to help people realize the full potential of the image (Power of Image). The European brand slogan You Can ("You can") was launched in 2002 and aims to inspire customers to realize the potential of the image.
• Gillette Mission: Gillette has been at the heart of men's shaving for over 100 years. Every day, more than 800 million people around the world trust their faces and skin with innovative Gillette razors and shaving products. We are committed to providing people with the very best personal care products, including deodorants and body washes. All designed to meet people's unique needs, helping them look great, feel good and perform at their best every day.

Mission of the Holding Company "Constellation of Aquarius":

We see our mission in achieving the best results for shareholders, customers and employees of the Company. Our efforts and our successes are aimed at building a healthy, strong and prosperous state and society as a whole. We strive to be the best, which means: employees are proud of their achievements, we are preferred by customers, authorities, we are respected by competitors, we are respected in society. We define the following goals for the Holding Company: stable profit in the long term from the management of shareholders' assets, the creation of new types of business,

asset restructuring. Our approach to business is based on: using the most effective methods business process management, on creating a favorable, comfortable atmosphere for the work of employees, allowing to form corporate culture and develop team spirit. To evaluate business performance we are looking at: increasing shareholder returns, increasing financial efficiency, increasing competitive advantages,

favorable public opinion, a dedicated team of like-minded people. (This example shows that the mission should contain not only a slogan, but also a decoding of what the company understands by it, namely its success criteria, its goals, approach to business, performance evaluation, and much more! For publication in open sources commonly used short version mission, while a more detailed one with specific figures and plans is used to implement strategic management within the organization).

»: We contribute to the development of companies that create the Future!

You just saw a lot real examples various Company Missions, some of them are really good, some are less clear, some Missions do not cause any feelings at all!

What should be the mission of the company? If by the wording of the Mission you can guess what kind of company it is, then this Mission deserves attention! When the Mission Statement is vague or does not reflect the deepest intentions of the company, then it very often looks too general. In this case, any company name can be put in such a wording, and such a Mission will look exactly the same. Avoid standard clichés and hackneyed phrases and overly abstract descriptions of why your organization exists.

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

All examples of missions are broken down by key product groups and markets.

Retail brand missions

Walmart mission:"We help our customers save money to make their lives better"

Target mission:"Become the preferred shopping destination through innovative solutions, exceptional offerings, exceeding customer expectations."

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

IKEA mission:"Improving Everyone's Daily Life"

Amazon mission: "To create a space where everyone can buy anything they want online"

CVS mission:"Help people improve their health"

Mission of BestBuy:“We solve the unmet needs of our customers with the ingenuity of our employees”

Missions of IT and Social brands

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

Microsoft mission:“Enabling everyone to realize their full potential”

Skype mission:"Become a platform for people to communicate in real time"

Mission of YouTube:"To 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 mission:"To provide students, educators, creative professionals around the world with the best personal computers through the use of innovative solutions"

Sportswear brand missions

Mission of Adidas:“Become the best sports brand in the world. never compare quantity with quality. The athlete always comes first.

Nike mission:"To bring inspiration and innovative solutions to every athlete in the world"

Umbro mission:“Excite and inspire. Let everyone fall in love with the wonderful world of football"

Asics mission:“Become the number one for sports enthusiasts. To achieve this, we promise to produce the best product, based on our technological advances, and push the boundaries of the body.”

Missions of food and beverage brands

Mission of Coca Cola:“Refresh the world, body, mind and spirit; Awaken optimism through our drinks and our deeds; Bring meaning to everything we do.”

Pepsi mission:“To be the world's best food company focused on ready-to-eat 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 healthy foods nutrition"

Missions of B2B brands

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

IBM mission:"Lead in the invention, development and production of information technologies, including software, computers, information storage systems and microelectronics. And help with the help of advanced technologies to improve the business of our customers around the world.

Intel Mission:"Create and improve computer technology to connect and improve the lives of every person on earth"

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

Mission of British Petroleum:"Promotion of human progress through the manifestation of the following qualities: honesty, openness of transactions"

Ready solutions

We have ready 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.