Business Mission Statement

To deliver great value on premium vodka that consumers ask for by name, made from the highest quality ingredients, a very precise preparation process, and amazing attention to detail.

“Some companies define their missions myopically in product or technology terms (“We make and sell furniture” or “We are a chemical-processing firm”). But mission statements should be market oriented and defined in terms of satisfying basic customer needs.” (Pg. 39) 

I believe what our book is saying is that mission statements have to appeal directly to the target consumer rather than make a blanket statement as to what they’re basically offering. By creating a mission statement that fits the needs and wants of the consumer and is in terms that makes them feel good about their purchase, they may have an easier decision to buy from that company rather than a competitors’.

“Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace.” (Pg. 40)

Consumers like to feel they are a part of something no matter how small of a purchase it is. A good mission statement will make the consumer feel included in the company and possibly make them brand loyal. It can also make them feel empowered to be buying a certain brand of product if it allows the consumer to understand why their product is of better quality or value.