Mission statements

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SWOT analysis

Determine organizational mission, goals & objectives

Develop business unit strategies

Provide for implementation, evaluation & control

Mission Statements...

Address the issue of "what business we are in"

Represent clear and concise statements that explain the reason for being

In contrast, vision statements deal with aspirations

Mission Statements Address 5 Issues...

Who are we?

Who are our customers?

What is our operating philosophy? (for example, beliefs, values, ethics, etc.)

What are our core competencies or competitive advantages?

What are our concerns & interests related to our employees, community, social issues or the environment?

Concerns About Mission Statements

If they are too broad, they are meaningless

Overly narrow statements constrain the vision of the company

Mission statements should be changed less frequently than other components of the strategic plan

SWOT analysis

Determine organizational mission, goals & objectives

Develop business unit strategies

Provide for implementation, evaluation & control

Mission Statements...

Address the issue of "what business we are in"

Represent clear and concise statements that explain the reason for being

In contrast, vision statements deal with aspirations

Mission Statements Address 5 Issues...

Who are we?

Who are our customers?

What is our operating philosophy? (for example, beliefs, values, ethics, etc.)

What are our core competencies or competitive advantages?

What are our concerns & interests related to our employees, community, social issues or the environment?

Concerns About Mission Statements

If they are too broad, they are meaningless

Overly narrow statements constrain the vision of the company

Mission statements should be changed less frequently than other components of the strategic plan

Business Philosophy

From its beginning, the company has been an extension of Anita Roddick's personal philosophy and convictions. In her 11 book, Body and Soul Profits With Principles, she states, "I hate the beauty business. It is a monster industry of selling unattainable dreams". Roddick decided early on to contribute to social and environmental change through her company. Her inspiration for producing natural cosmetics came primarily from her travels in Third World countries where she observed women caring for their bodies with substances such as cocoa butter, aloe vera and rhassoul mud. She noted that these women used cosmetics more for cleaning and protecting their bodies than for the pursuit of renewal, beauty, and sexuality. "Anita Roddick visualized a market of women in developed countries who possessed these same countercultural ideas and would be attracted to cosmetics that embodied such values". Her intent was to create a line of cosmetics that required little processing, created minimal waste, and whose profits helped the disadvantaged - especially women living in marginalized areas. Ms. Roddick has often stated, "Let's face it, I can't take a moisture cream too seriously. What really interests me is the revolutionary way in which trade can be used as an instrument for change for the better". Her environmental, social, and political values are reflected in The Body Shop's Mission Statement below

§ "To dedicate our business to the pursuit of social and environmental change.

§ To creatively balance the financial and human needs of our stakeholders, employees, customers, franchisees, suppliers and shareholders.

§ To courageously ensure that our business is ecologically sustainable meeting the needs of the present without compromising the future.

§ To meaningfully contribute to local, national and international communities in which we trade, by adopting a code of conduct which ensures care, honesty, fairness and respect.

§ To passionately campaign for the protection of the environment, human and civil rights, and against animal testing within the cosmetics and toiletries industry.

§ To tirelessly work to narrow the gap between principle and practice, whilst making fun, passion and care part of our daily lives."

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