DE LA SALLE UNIVERSITY – DASMARINAS

College of Business Administration and Accountancy

Business Management Department

GROUP NAMES: 1. EMANUELA N. GRANADOZO 2. MELENETH DADO 3. MIKKAELLA BARELLA

4. JOHN LESTER ROXAS 5. __________________________DATE: OCTOBER 14, 2019

EXPERIENTIAL EXERCISES
Mission Statements and Stakeholders

Effective mission statements, which are derived from the firm’s vision, are externally focused in order to speak to
the needs of a range of stakeholders. They focus the firm in a certain direction with respect to products,
customers, and performance. A mission statement has a different meaning for different stakeholders. For each
stakeholder group, though, the mission statement should provide a mental frame in which a group’s members can
evaluate a firm’s actions to verify that they are consistent with the mission.

The mission statements of five pharmaceutical firms are presented in the following table. Each of these mission
statements is posted on the firm’s Web site for all stakeholders to see. In each case, the statement has remained
unchanged for at least three years. Using materials in the chapter and discussions of those materials during class,
evaluate each of the five mission statements and assign a grade of A, B, C, D, or F based on the perspective of
each one of the stakeholder groups. If you give a high grade, be prepared to defend it. If you give a low grade, be
ready to tell what you think is wrong with the statement and how it should be improved.

Stakeholder Group

Capital Market Product Organizational

Firm and Mission Statement Stakeholders***
Stakeholders* Market
Stakeholders**

GlaxoSmithKline
GSK’s mission is to improve the quality of human life by D   C   B  
enabling people to do more, feel better, and live longer.
Bristol-Myers Squibb
Our company’s mission is to extend and enhance human life by D                              F   C  
providing the highest quality of pharmaceuticals and health care
products.
Merck
The mission of Merck is to provide society with superior      
products and services by developing innovations and solutions C   B   C  
that improve the quality of life and satisfy customer needs, and
to provide employees with meaningful work and advancement
opportunities, and investors with a superior rate of return.
Novartis
We want to discover, develop, and successfully market      
innovative products to cure diseases, to ease suffering, and to B   B   C  
enhance the quality of life. We also want to provide a
shareholder return that reflects outstanding performance and to
adequately reward those who invest ideas and work in our
company.
Pfizer
We will become the world’s most valued company to patients,      
customers, colleagues, investors, business partners, and the A   B   B  
communities where we work and live.
Revised Mission Statement (Granadozo, Emanuela)

Our mission is to become the world’s most valued company by

creating high quality health care and medication (2) for all
people worldwide (1) they assured skills and expetise grants
health care quality improvement and development (6,7,9)
operating globally (3) We use latest technology (4) to develop
good health for people at managable cost (5) they corporate
responsibility to the communities where we live and work (8).

*Capital Market Stakeholders

• Survival/growth/profitability
• Public Image

**Product Market Stakeholders

• Customers served
• markets/regions of operation,  

***Organizational Stakeholders
• Products /services offered
• self-concept
• employees
• Philosophy and values
• technology used