Companies are the people who work for them. Good employees and good companies stand for something positive and know why they stand for it. It identifies the goods or services you provide, for whom, where and how. Your mission states unambiguously who you are by what you do. It is your touchstone for decision making.
Strategy connects the present to the future.
It is the particular path you follow to move toward your vision, while you fulfill mission and live your values. Assess your company. Strengths and limitations are internal factors, over which you have some control. Opportunities and threats are external factors, over which you have essentially no control. Select critical issues.