Question 1

Mission statements can vary in length, content, format and specificity. As it is the most visible and public part of the strategic management process, Fred David (2010) proposed that it should include the nine essential components as follows:

1.Customers - Who are the firm's customers?

2.Products or services - What are the firm's major products or services?

3.Markets - Geographically, where does the firm compete?

4.Technology - Is the firm technologically current?

5.Concern for survival, growth and profitability - Is the firm committed to growth and financial soundness?

6.Philosophy - What are the basic beliefs, values, aspirations and ethical priorities of the firm?

7.Self-concept - What is the firm's distinctive competence or major competitive advantage?

8.Concern for public image - Is the firm responsive to social, community, and environmental concerns?

9.Concern for employees - Are employees a valuable asset of the firm?

Evaluate ONLY ONE of the following mission statements based on the above nine essential components.

CHOICE NUMBER 1

"To enrich our customers' lives through the unique power of mobile communication." (Vodafone.com")

We are optimistic about how technology and connectivity can enhance the future and improve people's lives. Through our business, we aim to build a digital society that enhances socio-economic progress, embraces everyone and does not come at the cost of our planet.

1.Technology - Is the firm technologically current?

CHOICE NUMBER 2

"We strive to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle." (Adidas.com.)

1.Concern for survival, growth and profitability - Is the firm committed to growth and financial soundness?

CHOICE NUMBER 3

"To be a premier health provider of safe, quality and customer friendly care." (Columbia asia)