Sometimes called a vision. The emphasis is on ability of the worker to use the mission as a guiding light for action. Activities that conform to the mission should be pursued and encouraged. Activities that don't, departments that don't, should be altered or eliminated. Examples of Mission statements Mission statements should be translatable into goal commitments.
Goals are the actions that fulfill the mission.
There needs to be a line of sight between the mission and the actions of departments and workers. Mission reflects a SWOT analysis Strengths and weaknesses of the firm. Opportunities and threats in the environment. Niche opportunities How to characterize the environment demand structure. Stable v. unstable 4.