1. Analyze the mission statement using the nine components

Mission statements vary from one company to another. Some are short while others are long and detailed. These statements are posted in strategic locations within company premises and on the home pages of company websites.

A mission statement declares the company's identity and sets the company apart from its competitors. For the mission to be effective, it should be owned and lived by the members of the company. Thus, it is the task of management to construct a mission statement that is clear enough for employees to understand. It is also imperative that the mission statement inspires confidence among all the members of the company.

While mission statements vary in length and content. There are; however, nine components that are deemed to be ideally found in complete mission statements. These are as follows:

COMPONENT	QUESTION, BRIEF EXPLANATION and EXAMPLES
Customers	"Who are the firm's customers?" The answer to this should be a declaration of the specific customers of the company. Mere mention of the term "customer" does not mean the presence of this component. Examples: households, medical practitioners, coffee drinkers, consuming public
Products or Services	"What are the firm's products and services?" This component should be answered by naming the specific product or service categories offered by the company as well as the unique features that they may have. Examples: tele-computing services, food and beverages, coffee,
Markets	"In what geographical markets do we operate?" Markets refer to scope of business operations or the target customers spelled out in terms of location or geography. Examples: worldwide, ASEAN region, in the Philippines
Technology	"Is the firm technologically current?" This should be answered by describing the kind or level of technology used in producing products or providing services. Examples: state-of-the-art technology; most advanced computing technology; world-class processes and techniques;
Concern for Growth, Survival and Profitability	"Is the firm committed to growth and financial soundness?" This component should be described by stating how the firm commits itself to earning profit and sustaining its operations. Examples: "conduct ourselves with prudence in pursuit of financial sustainability"; "produce healthy financial rewards"
Philosophy	"What are the basic beliefs, values, aspirations, and ethical priorities of the firm?" Considered the heart of the mission statement, this component is described in terms of specific beliefs and values upheld by the firm. Examples: "conduct ourselves with integrity, honesty and fairness"; "act in highest ethical manner and respect the rights and dignity of others:
Self-Concept	"What is the firm's distinctive competence or major competitive advantage?" A self-concept declares what the company is good at or what it considers to be its unique and best features. Examples: "We always provide service with courtesy and a smile"; "of superior quality and value"
Concern for Public Image	"Is the firm responsive social, community, and environmental concerns?" This component declares the firm's intent to protect the community and environment it operates in or describes the way it performs its responsibility to society. Examples: "provide opportunities for growth in our communities"; "ensure the protection and welfare of the environment"
Concern for Employees	"Are employees a valuable asset of the firm?" Often neglected in mission statements, this component should spell out how the firm gives importance to its employees. Examples: "provide opportunities for growth of employees"; "train our employees"; "promote the well-being of our employees"

To check for the presence of these components in a mission statement, specific questions should be answered. The table below shows these questions for mission analysis:

Sample Mission Statement Analysis

Let us take an existing company mission statement and examine whether all the components are present. Our example is from PepsiCo, the makers of Pepsi cola:

"Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity."

ANALYSIS

"Our mission is to be theworld's(market)premier consumer products company focused onconvenient foods and beverages (products/services). We seek toproduce financial rewards to investors (concern for survival, growth and profitability)as weprovide opportunities for growth and enrichment to our employees(concern for employees),our business partners and the communities in which we operate(concern for public image). And in everything we do, westrive for honesty, fairness and integrity (philosophy)."

From the foregoing analysis, we find that six (6) components are present in PepsiCo's mission statement (see underlined and labeled components) while three (3) are missing. These missing components include: customers, self-concept, and technology. While the mission statement is incomplete, PepsiCo was able to emphasize their products clearly. They also highlighted their commitment to growth, public image and concern for employees. Finally, they underlined the values they uphold as a company.

2. Write down the components in a table as follows:

COMPANY: Nestle (Mission Statement of Nestle)

Component	Specific phrase or statement	Recommendation
1. Customers
2. Products or services
3. Markets
4. Technology
5. Concern for survival, growth and profitability
6. Philosophy
7. Self-Concept
8. Concern for public image
9. Concern for employees

3. Construct a Mission Statement Analysis for Nestle. Kindly refer the sample above.

4. Cite references.