In this post I will analyze and compare mission statements of real companies. I will mostly review mission statements of some of the Fortune 500 companies. Here we go.


The Walt Disney Company

The mission of The Walt Disney Company is to be one of the world's leading
producers and providers of entertainment and information. Using our portfolio of
brands to differentiate our content, services and consumer products, we seek to
develop the most creative, innovative and profitable entertainment experiences
and related products in the world.

As you can see, this mission statement emphasizes geographic locations (...the world's leading producers…), products (...entertainment experiences and related products...) and quality (...the most creative, innovative and profitable...).


Nike, Inc.

To Bring Inspiration and innovation to every athlete in the world.

Nike's mission statement is brief but very specific. Global markets are addressed and the customers - every athlete.


Microsoft

At Microsoft, we work to help people and businesses throughout the world realize
their full potential. This is our mission. Everything we do reflects this
mission and the values that make it possible.

Microsoft is one of my favorite companies. Could not really omit their mission statement. Again, we see that the mission statement emphasizes geographic location (…throughout the world…). The mission statement also clearly shows the customers - people and businesses. However, because in the Microsoft's products are targeted to anyone and everyone, there are no specific details. The mission statement also says that the company's every effort reflects their mission and their values.


NWA

Workforce diversity gives us access to a world of different ideas and
perspectives. Northwest Airlines is committed to maintaining a corporate culture
where men and women of all ages, races, physical abilities, preferences and
backgrounds are treated with dignity and respect. At Northwest Airlines we
recognize that when diversity is valued and respected the results are improved
service, customer satisfaction and a positive community image. We believe our
employees make a world of difference and work to maintain an environment where
diversity and inclusion is a critical component of our success. Our Diversity
Vision To build a high performing environment where individual differences and
contributions of employees, customers and business partners are respected and
valued, the result of which is a business organization where fairness, trust and
integrity govern relationships and the way we do business.

NWA's mission statement is one of the most verbose mission statements. The primary focus is made on corporate culture, the company's employees and the diversity.


The McGraw-Hill Companies

We are dedicated to creating a workplace that respects and values people from
diverse backgrounds and enables all employees to do their best work. It is an
inclusive environment where the unique combination of talents, experiences, and
perspectives of each employee makes our business success possible. Respecting
the individual means ensuring that the workplace is free of discrimination and
harassment. Our commitment to equal employment and diversity is a global one as
we serve customers and employ people around the world. We see it as a business
imperative that is essential to thriving in a competitive global marketplace.

Again, this mission statement's major focus is on the company's employees.


Mattel Inc.

Mattel makes a difference in the global community by effectively serving
children in need . Partnering with charitable organizations dedicated to
directly serving children, Mattel creates joy through the Mattel Children's
Foundation, product donations, grant making and the work of employee volunteers.
We also enrich the lives of Mattel employees by identifying diverse volunteer
opportunities and supporting their personal contributions through the matching
gifts program.

Mattel's mission statement addresses the geographic location (…global community…), customers (...children…) and higher motives (…charitable organizations…). At the same time, the mission statement is addressed to the company's employees.

Sometimes along with a mission statement, companies have short slogans and mottos. Mattel Inc. has a really cool motto: The World's Mattel. Again, Matte's motto emphasizes the geographic aspects.


Kelly Services

To serve our customers, employees, shareholders and society by providing a broad
range of staffing services and products.

Here the accent is made on the products and services offered by the company. The mission statement also addresses customers, employees, shareholders and the society in general. The company's motto is: Steffing the World.


JPMorgan Chase

The Corporate Governance & Nominating Committee exercises general oversight
with respect to the governance of the Board of Directors.

This mission statement sounds very formal but hey it's JPMorgan Chase not a toy company. The mission statement addresses company stakeholders. However, their motto, Strengthening communities, addresses customers. However, in my opinion, the motto is quite vague.


IBM

Operating a safe and secure government.

This mission statement is one of the most interesting in my opinion. Yes, it's IBM's mission statement. Did you think anything else?


The Hershey Company

Undisputed Marketplace Leadership

This mission statement emphasizes market leadership. No other information is given. It could be a mission statement of any company. In my opinion, this is one of the worst mission statements. However, I am planning to dedicate a separate post to discuss what it takes to craft a good mission statement, mission statement do's and don’ts.


Fedex Corporation

FedEx will produce superior financial returns for shareowners by providing high
value-added supply chain, transportation, business and related information
services through focused operating companies. Customer requirements will be met
in the highest quality manner appropriate to each market segment served. FedEx
will strive to develop mutually rewarding relationships with its employees,
partners and suppliers. Safety will be the first consideration in all
operations. Corporate activities will be conducted to the highest ethical and
professional standards.

I like Fedex's mission statement very much. It addresses company stakeholders, products (...high value-added supply chain, transportation, business and related information services…), the means to achieve the goals (...through focused operating companies…). The mission statement also emphasizes the company's customers (Customer requirements will be met…) and employees and partners (... develop mutually rewarding relationships with its employees, partners and suppliers…). Corporate ethics and professionalism are also addressed (...the highest ethical and professional standards). In my opinion, Fedex's mission statement is one of the best you can read.


Chevron

At the heart of The Chevron Way is our Vision to be the global energy company
most admired for its people, partnership and performance.

This mission statement emphasizes geographic location and markets (global…), their employees (...admired for its people…) and partners. Their motto is: Human energy.

Barnes & Nobles, Inc

Our mission is to operate the best specialty retail business in America,
regardless of the product we sell. Because the product we sell is books, our
aspirations must be consistent with the promise and the ideals of the volumes
which line our shelves. To say that our mission exists independent of the
product we sell is to demean the importance and the distinction of being
booksellers. As booksellers we are determined to be the very best in our
business, regardless of the size, pedigree or inclinations of our competitors.
We will continue to bring our industry nuances of style and approaches to
bookselling which are consistent with our evolving aspirations. Above all, we
expect to be a credit to the communities we serve, a valuable resource to our
customers, and a place where our dedicated booksellers can grow and prosper.
Toward this end we will not only listen to our customers and booksellers but
embrace the idea that the Company is at their service.

The beginning of the mission statement is very interesting. B&N sells books, yet they say to be best regardless of the product. In my opinion, this mission statement is needlessly verbose and it could rephrased to make it shorter. The mission statement emphasizes mainly the quality of the company, its position on the market. Customers (... a valuable resource to our customers…), partners and suppliers (...a place where our dedicated booksellers...) are also addressed. The motto is made of a single word: Booksellers.

The last mission statement that I will review is not from a business sector. Imagine, even the U.S. Department of State has a mission statement.

U.S. Department of State

Create a more secure, democratic, and prosperous world for the benefit of the
American people and the international community.

I will revew more mission statements in the upcoming posts. Stay tuned and check this blog frequently.