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Mission Statements
"A qualitative statement of an organisation's aims. It is used to motivate employees,
convince customers, suppliers and those outside the firm"
Must have a clear understanding of its purpose
What the company is doing/ought to be doing
Presented in a clear and memorable way…

Page 2

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Corporate Strategies
"General approaches that a company uses and the policies and plans it develops in order
to achieve its corporate aims and objectives.
Corporate strategies are planned by the board of directors but have an impact at
functional level within the firm. ­ MARKET, COMPETITORS and HOW TO COMPETE.…


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