Assignment:

Mission statement evaluation of local and

foreign companies
Submitted to:
Mam Shamma Sadaqat
From:
Samra Irfan
(1124-BC-2016)
Local companies

MITCHELL’S FRUIT FARM LIMITED

Mission statement
 To be a leader in the markets we serve by providing quality products to our consumers
while learning from their feedback to set even higher standards.
 To be a company that continuously enhances its superior technological skills to remain
internationally competitive in this day and age of increasing challenges.
 To be a company that attracts and retains competent people by creating a culture that
fosters innovation, promotes individual growth and rewards initiative and performance.
 To be a company which optimally combines its people, technology, management
systems, and market opportunities to achieve profitable growth while providing fair
returns to its shareholders.

Components Organization Description

MITCHELL’S FRUIT
FARM LIMITED
Costumers yes The company targets the customer
satisfaction by providing them high
quality products.
Product service no Mission statement does not describes
the proper set of its products.
Markets no This component is not described in
Mitchell’s mission statement.
Concern for survival, growth yes Mission statement focuses on
and profitability enhances a culture that promotes
innovation, growth and sustainability.
Technology yes Fosters higher technology and
management system.
Philosophy yes Mission statement describes their
higher standards and integrity for
their costumers and consumers.
Self-concept no No proper self-concept is described.
Concern for public image no This component is not present in
company’s mission.
Concern for employees yes Retaining the competent people and
their initiative and performance.
Remarks:
Although Mitchell’s mission statement components are not completed but it seems to present
a good statement that attracts costumers and have sustainability power .
 CHEN ONE
Mission Statement
To be the business house of first choice customers-- To be a change leader--- To produce
innovative, relevant and cost effective products--- Setting and maintaining higher standards—
To earn profit by achieving optimum level of production by using state of the art technologies—
To provide ideal working conditions to employees and to take care in their career planning and
reward them according to their skills and responsibility--- To meet social and cultural
obligations towards the society being a patriotic and conscientious corporate citizen.

Components Organization Description

CHEN ONE
Costumers yes The company targets the first choice
customer by providing them cost
effective and innovative products.
Product service no Mission statement does not describes
the proper set of its products.
Markets no This component is not described in
mission statement.
Concern for survival, growth yes Mission statement focuses on earning
and profitability profits by achieving optimum level of
production.
Technology yes Art technology is used for higher
production and earning profit
Philosophy yes Mission statement describes their
higher standards and integrity
towards the society.
Self-concept no No proper self-concept is described.
Concern for public image no This component is not present in
company’s mission.
Concern for employees yes Mission statement describes to
provide ideal working conditions to
their employees so that they can
enhance their skills and maintain
responsibilities.
Remarks:
Chen one have 5 main components of an effective mission statement that shows its
competitiveness with other companies and make it different from others. Providing customer
satisfaction by giving higher standard products.
 NISHAT MILLS LIMITED
Mission statement
To provide quality products to customers and explore new markets to promote/expand sales of
the company through good governance and foster a sound and dynamic team, so as to achieve
optimum prices of products of the Company for sustainable and equitable growth and
prosperity of the Company.

Components Organization Description

NISHAT MILLS
LIMITED
Costumers yes The company targets the first choice
customer by providing them cost
effective and high quality products.
Product service no Mission statement does not describes
the proper set of its products.
Markets yes Company describes how to explore
new markets through governance
having a competitive advantage to
achieve the best price of the product.
Concern for survival, growth yes Mission statement focuses on earning
and profitability profits by achieving optimum level of
production.
Technology no Any use of technology is not specified.
Philosophy yes Mission statement describes their
higher standards and integrity
towards the society.
Self-concept no No proper self-concept is described.
Concern for public image no This component is not present in
company’s mission.
Concern for employees no Any statement concerning to
employees is not described.
Remarks:
Nishat Mills limited is a well-known brand because of its spectacular quality performance.
Viewing from its mission statement it focuses mainly on customer relationship as well as
retaining the well skilled employees.
Foreign companies

FERRERO ROCHER
Mission statement
High quality, crafted precision, product freshness, careful selection of the finest raw materials,
respect and consideration for our customers. Caring about hygiene, the environment, social
issues and the local communities where the company is present, as well as its own human
resources. The consumer is always at the center of our strategy. Ferrero’s relationship with its
consumers is based on longstanding and mutual trust, built up over the years with expertise,
experience, understanding and intuition. This is a measure of Ferrero’s interest in consumer
needs, and this is a key factor of the company’s success.

Components Organization Description

FERRERO ROCHER
Costumers yes The company attracts the customer by
providing them fresh and highly
quality products.
Product service yes Mission statement gives a slight
information of their hygienic raw
material used in their products.
Markets no This component is not described in
mission statement.
Concern for survival, growth no Mission statement does not describe
and profitability profits or growth of firm as their main
focus is to maintain friendly customer
relationship.
Technology no Any use of technology is not
mentioned.
Philosophy yes Mission statement describes their
higher standards and integrity
towards the customers and the best
use of human resources.
Self-concept yes Firm’s main strengths are their
expertise, experience, understanding
and intuition by which they maintain
the mutual trust with their
consumers.
Concern for public image no This component is not present in
company’s mission.
Concern for employees no No main point is mentioned
concerning to the employees.
Remarks:
Ferrero Rocher mainly targets the consumers. Consumers are their center of strategy. Their
mission statement mainly describe the well-defined relationship between the company and
their consumers. The progress of this company is all depends on the sustained quality of their
products.

NIKE, Inc.
Mission statement
To do everything possible to expand human potential. We do that by creating groundbreaking
sport innovations, by making our products more sustainably, by building a creative and diverse
global team and by making a positive impact in communities where we live and work.

Components Organization Description

NIKE, Inc.
Costumers no Targeted customer is not specified in
this mission statement.
Product service yes Mission statement specifies the
innovative, sustainable products to
expand human potential.
Markets no This component is not described in
mission statement.
Concern for survival, growth no Mission statement does not describe
and profitability profits or growth of firm.
Technology no Any use of technology is not
mentioned.
Philosophy yes Mission statement describes their
positive influence and diversity of
their product to benefit the society.
Self-concept yes Company’s main aim is to provide the
diverse and creative product that
attract the customers and to enhance
the youth potential.
Concern for public image no This component is not present in
company’s mission.
Concern for employees no No main point is mentioned
concerning to the employees.
Remarks:
Nike, Inc. is mainly has a product oriented mission statement that describes the diversity and
quality of the product and their sustainability to benefit the society.
 STARBUCKS
Mission statement
To inspire and nurture the human spirit --- one person, one cup and one neighborhood at a
time.

Components Organization Description

STARBUCKS
Costumers yes The company attracts the customer by
creating a culture of warmth and
belonging.
Product service yes Mission statement gives a slight
information about product by writing
one cup in their mission statement.
Markets no This component is not described in
mission statement.
Concern for survival, growth no Mission statement does not describe
and profitability profits or growth of firm as their main
focus is to maintain friendly customer
relationship.
Technology no Any use of technology is not
mentioned.
Philosophy yes Mission statement shows their actions
with courage and accountability for
results.
Self-concept yes Mission statement reflects their
behavior of being present for the
customers, connecting each other
with transparency, dignity and
respect.
Concern for public image no This component is not present in
company’s mission.
Concern for employees no No main point is mentioned
concerning to the employees.
Remarks:
It is a customer oriented mission statement, mainly reflects the company’s integrity and
belonging to one another.
CONCLUSION:
As of my view, it is important for mission statement to target the customers, having a public
image, philosophy and concern for employees. This attracts the customers as well the
sustainability of company by retaining their best employees. Mission statement should also
shows integrity and core values towards the society.
Therefore, in my aspect, from above chosen companies, MITCHELL’S FRUIT FARM LIMITED
(local) and FERRERO ROCHER (foreign) has the most effective mission statements as it covers all
important components.
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