Prior to beginning this Interactive Assignment, review the sections  of Chapters 5, 8, and 9 in the Abraham’s textbook on Assessing the  Company and Operational and Budget Planning. Also read the onli

MISSION STATEMENT 3

Mission Statement

Joshua Rodgers

Ashford University

10/07/2019

MISSION STATEMENT

The mission statement guides a company in terms of the activities that should be engaged in. It defines the product as well as the target market by pointing out a general path that should be followed by the company in its activities (Rumelt, 2011). It works as a reminder.

The mission statement of Boston Whaler is “To provide customers with the safest, highest quality, most durable boats in the world”.

What do we do? Provision of boats

How do we do it? Not clearly stated in the mission statement

Whom do we do it for? Customers in the world

What value are we bringing? Safety, quality, and durability.

Company rating

The company rating is 3.9 out of 5 stars. This is because it clearly identifies what it does as well as the value that it is bringing to the market. However, the mission statement of Boston Whaler fails to identify the specific customers that the company is targeting as well as how it intends to achieve its mission.

New Mission Statement

“To provide boat enthusiasts across the world with the safest, highest quality, most durable boats whose designs are based on efficiency and effectiveness”.

The new mission statement clearly answers the second question by stating how the company intends to fulfill its mission; focusing on efficiency and effectiveness. It also clearly answers the third question by pinpointing the target customers of the company as boat enthusiasts. An effective mission statement should be able to clearly answer the 4 questions. This ensures there is clear guidance that needs to be followed for the company to deliver what it intends (Hull, 2013).

References

Hull, P. (2013). Answer 4 questions to get a great mission statement. Retrieved from https://www.forbes.com/sites/patrickhull/2013/01/10/answer-4-questions-to-get-a-great-mission-statement/#5257195c67f5

Rumelt, R. (2011). Good Strategy/Bad Strategy: The Difference and Why it Matters. New York: Crown Publishing Group.