Discussion: Mission, Vision, and Values Statements

Pick a passenger Airline carrier based in the United States of America. The Chief Executive Officer (CEO) of this airline has asked you, a renowned Strategic Management expert, to draft a Mission Statement for the company. Your task is to come up with a new Mission Statement and Values Statement that addresses the following:

Provide a background of the company that you have selected:

Do some research in the library on the airline industry. Open the Trident UniversityIBIS Worlddocument and scroll to the bottom of the page. Visit IBIS World in the Library Databases (an organization well known for conducting industry-level research). Run a search on "Airlines in the U.S." in the search window. This will lead you to a detailed and industry-specific report. After familiarizing yourself with the airline industry, write Mission statement.

Develop a new Mission Statement that:

1. States the business the airline is in.
2. Is creative, informative, and simple.

Develop a new Values Statement:

1. Specify at least five specific core values of the airline.
2. Use the Mission Statement as a reference point.
3. State whether the airline is internally focused, externally focused, or both. An internal focus would be oriented toward employee needs or company profits, while an external focus would be oriented towards the needs of the community (e.g., philanthropy).

Be creative. Consider the specific target market of the airline (its passengers or the kind of services it offers), and remember that this airline is in competition with other major airlines.