mission statement

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The purpose of this essay is to evaluate the mission statements of three different companies one domestic, one global, and one non-U.S. based company. The evaluation is based on the following components the customer, the products, the market, the technology, the companies’ concern for growth, the companies’ concern for public image, and how the companies address the priorities of the shareholders. Additionally, this report includes the actual mission statements from each of the chosen companies.

The first company that I will discuss is ATK/Bay Area Incorporated. ATK/Bay Area Incorporated is a U.S. based company, which provides remanufactured engines.

· Mission Statement

“ATK/Bay Area Inc. is a truly unique company. We provide an environment where people want to come to work because they can grow both personally and professionally, share in the success of the company and enhance their quality of life. We constantly strive to provide remanufactured engines and related items of a consistently high quality at a market price that reflects a competitive cost for the level of quality and service provided. Mutually beneficial long-term relationships with customers, suppliers and employees is of key importance to us. We constantly look for better ways to support them and will respond to their changing requirements by broadening our capabilities and investing in new technologies. We believe in always doing what we say. If we make a mistake we will admit it, learn from it and carry on. The achievement of our mission will require all involved to constantly strive for improvement in quality, service, cooperation,




communication, mutual respect and trust” (ATK-engines).

ATK/Bay Area, Inc.’s mission statement sends a strong message to the company’s potential customers. The message conveyed suggests that ATK/Bay Area, Inc. will provide high quality products. The mission statement goes on to state, “If we make a mistake we will admit it, learn from it and carry on”. This is designed to set the customer’s mind at ease. When I read this phrase, it reminds me of the old saying, “the customer is always right”.

The mission statement also addresses the company’s emphasis on high quality products, and addresses the issue by stating, “Provide remanufactured engines and related items of a consistently high quality”. This sends a strong message that says quality is of the utmost importance at ATK/Bay Area, Inc.

ATK/Bay Area, Inc. makes a bold statement to the company’s market in its mission statement. The company declares a desire to be known as the “preferred provider” remanufactured engines and parts. If I were a competitor, I would be taking this company seriously. This portion of the mission statement also addresses the company’s aspiration to have a strong public image, and states strongly that the company will correct any mistakes that it makes.

ATK/Bay Area, Inc. clearly suggests a willingness, on the company’s part, to take advantage of new technology. The mission statement states, “broadening our capabilities and investing in new technologies”. This phrase is fearless and exciting. It says that the company is not afraid of change and that if there are new and better ways of doing things, it will not be business as usual at ATK/Bay Area, Inc.

Perhaps the things that I liked best about this company’s mission statement is the way it addresses any concerns the employees may have about where they stand in the big picture. The statement “we provide an environment where people want to come to work because they can grow both personally and professionally” is a powerful statement, which tells a potential employee that he or she can go places in this company.

Although the shareholders are not specifically addressed in the mission statement, I believe the overall attitude of this statement is clearly designed to instill confidence among the shareholders.

I believe that this is a “big company” mission statement from a small company. These statements provide the audience with a clear direction of travel of the company, and I have the feeling that this company wants to go places. It wants to be the best and it is willing to go the extra mile. If ATK/Bay Area, Inc. puts as much effort and thought into the rest of its business venture as it did in the preparation of its mission statement, it will be very successful.

The second company I will discuss is Artic Cleaning. This company is based in Australia and provides cleaning services, performs daily task, and handles period tasks for businesses in Australia.

· Mission Statement

“The mission of Arctic Cleaning is to ensure clients receive optimum value at all times. This will be met through our commitment to strive for total customer satisfaction and achieved by our team who work continually to maintain our high level of quality and service” (Arctic Cleaning).

Artic Cleaning’s mission statement starts out strong. They make a strong appeal to the company’s targeted customers. The mission statement goes on to note, “commitment to strive for total customer satisfaction”. To a potential customer, this sounds a lot like satisfaction guarantee. The company is clearly making a pledge to the customers that they will be happy will the services provided by the company.

Artic Cleaning is also making a strong statement to its employees in its mission statement. The company leaves no room for doubt about where the responsibility for a satisfied customer lies. The statement, “Quality assurance is the central focus for each supervisor and manager in the company, being reflected in his or her job descriptions and job performance criteria” says it all. Managers and supervisors at Artic Cleaning will be held accountable. The company makes a small reference to a team environment; however, I get the feeling that the main focus of the mission and vision statements is geared toward the customers.

Artic Cleaning fails to address some important issues in either of the two statements. There really is not any sense of wanting to create a good public image, except for the quality assurance statements. There is also no mention of expansion or growth within the company’s market. Due to the company’s industry, I really did not expect to find much information about advancing technology; however, something along that same line would have indicated a desire to grow, as a company. After I read Artic Cleaning’s mission statement, I was left wondering where the company was headed. I did not get a sense of what the future holds for Artic Cleaning. The main point that took away from reading this statement is that the customer will be satisfied and the mangers were responsible for the satisfaction. Artic Cleaners mission statement read more like a directive to the mangers than outline of the company’s direction.

The third and final company that I will discuss will be the Ford Motor Company. Ford is a major global automobile manufacture. Interestingly, in addition to a mission statement, the Ford Motor Company also has a value statement, which I have included here.

· Mission Statement

“Our Mission We are a global, diverse family with a proud heritage, passionately committed to providing outstanding products and services” (Ford).

· Values Statement

“Our Values We do the right thing for our people, our environment and our society, but above all for our customers” (Ford).

I was surprised at the vagueness of the Ford Motor Company’s mission and value statements. At first I thought they were elegantly simplistic, straight to the point. However, after further review my opinion has changed. The value statement directly addresses the customers. This is good, but it only says that Ford is committed to doing the right thing for its customers. It makes no mention of how this is going to be accomplished. Neither of the two statements raises the issues of technology or expansion. Public image is addressed briefly in the value statement by the phrase, “we do the right thing for our people, our environment and our society”, however this is marginalized at the end of that same phrase, “but above all for our customers.”

I got the overall message that Ford wants to be the best, but what company does not want to be the best. There were many things left unanswered. Where is Ford heading? What is Ford involved in that makes the world a better place? Why should I work for Ford? How are the employees valued at the Ford Motor Company? I expected more out of a mission statement from a global organization that has been around for as long as Ford has.

Works Cited

Artic Cleaning, Sydney Australia. http//www.arcticcleaning.com/

ATK Rebuilt Engines. 15-00. http//www.atk-engines.com/welcome.html.

Ford Motor Company. 5, May 00. http//ford.com.uk.





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