Question

Topic: Advertising/PR

Mission Statement For Parent Company Of Group

Posted by Anonymous on 2/23/2016 at 7:39 AM ET 125 Points
We have three companies in the group:

1. Providers of electronic test, measurement and calibration equipment
2. Providers of laboratory equipment, corrosion testers, production mixers and environmental test chambers
3. Providers of quality test, monitoring and weighing instruments

... and we require a short, gripping and hard hitting group mission statement outlining our commitment and drive to acquire technology businesses to increase our value to our customers.
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RESPONSES

  • Posted by Mike Steffes on 2/23/2016 at 8:09 AM Member
    What IS the group's mission?
  • Posted on 2/23/2016 at 8:12 AM Author
    Thanks for your reply. I've just updated the question - '...to acquire technology businesses to increase our value to our customers'
  • Posted by Jay Hamilton-Roth on 2/23/2016 at 10:28 AM Accepted
    Who's the target audience for the mission statement? Why do you think they'll care about what you say about your goals vs. what you're doing about them?
  • Posted by Mike Steffes on 2/23/2016 at 10:46 AM Accepted
    Our Mission Statement:
    We will continually grow our business and our technology base to provide world-class economic and technological value to our customers.
  • Posted by mgoodman on 2/23/2016 at 3:16 PM Accepted
    I don't understand. How does it increase your value to customers if you simply acquire more businesses and technology? Is it just current customers for whom you want to increase your value? Or do you want to increase your customer base? What is the perceived value of your company today? Why do customers prefer to do business with you? What items are on customers' wish lists when it comes to dealing with you? Are there some obvious gaps in your offering?

    What is the purpose of the mission statement? Your indication that you want "a short, gripping and hard hitting group mission statement" makes it sound like this is for external consumption. Better to have it meaningful/relevant to your internal audience, I would think.

  • Posted by Gary Bloomer on 2/23/2016 at 7:27 PM Accepted
    Your ability to acquire other businesses adds nothing of value to anyone except you. Mission statements cobbled together with zero knowledge of the company, its culture, history, focus, customer base, or intent are meaningless.
  • Posted on 2/24/2016 at 7:21 AM Author
    Take BAE Systems as an example. Prior to the acquisition of companies 2 and 3, we were limited to suppling general purpose test and measurement equipment. Now, we can provide environmental test chambers, production mixers, monitoring and weighting equipment, in addition (plus others!!). I disagree that this doesn't make us more valuable to BAE. The more technology product an organisation can procure from our group, the stronger our position as a supplier. What i'm looking for is a one line statement which links the collection of companies and extensive portfolio of product... would appreciate your creative ideas please.
  • Posted on 2/24/2016 at 7:26 AM Author
    A lot of customers have said already 'how great that we can now buy that from you!!' We are helping to streamline the purchasing process of an ever growing portfolio of electronic and technology products for big companies. The goal is to create an identity for the group, and to link all the companies together in the mind's of customers.
  • Posted by steveg on 2/24/2016 at 8:18 PM Member
    My advice is to avoid publishing a mission statement until it can be easily and honestly penned at the executive level. Use us for the syntax, not the meaning.
  • Posted by cookmarketing@gmail. on 2/25/2016 at 11:09 AM Accepted
    Mission Statements are internal memos.

    The key, is a slug salesman 2000 miles away understands the Mission Statement.

    You may want to consider who reads it, why it should influence them, how they in-turn morph into what the customer wants to hear (not what you want to say)
  • Posted by telemoxie on 4/4/2016 at 6:59 PM Accepted
    I guess I am confused about how you would use such a mission statement. Is this for internal use only? It sounds to me like you're saying, "our current selection of products is insufficient to meet your needs, so we are looking for more." That sounds like a pretty silly thing to say to customers and prospects.

    Maybe this is the mission or task for your business development department, rather than for your company as a whole.
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