Defining mission/purpose

The setting of the overall mission or purpose of the organisation raises fundamental issues and challenging questions such as: What is our purpose in this business i.e. what do we want to achieve for being in this business/offering this public service/running this charity? The whole purpose or mission statement is that it should not only set out key parameters of the organisations business but to stand the test of time. Mission statement is therefore a public statement on behalf of the organisation which sets out terms of the customer’s needs it intends to satisfy. A feature of a mission statement is that they are broad and elated with such generality that they may not make their point clearly known. These statements are intended to provide a clear vision to the organisation. Example of a mission statement from British Airways:-
“Our mission is to be the best and most successful company in the airline industry.”