In general, firms have two mission statements. One is an internal guide for employees to understand what the company does, how it is done, and who it is done for. This internal mission statement keeps the employees focused on the realistic goals of the firm. The other mission statement is broadcast externally. An outline for customers, investors, and business partners, the external mission statement lists who the firm is, what it does, how it does what it does, and how it does what it does better than anyone else. This broader statement contains guidance for those outside of the firm who are interested in doing business with the organization, and it contains broader, aspirational goals, for members of the organization.
The broadness of the Coca-Cola Company’s external mission statement is no exception to the general rule. In fact, it is not an exaggeration to state that every living person on the planet is a potential customer, partner, or recipient, directly and indirectly, of a product, opportunity, service, or other benefit that Coca-Cola may offer. The mission statement is divided into three sections: mission, vision, and values. And each of the sections references ideals that the company espouses.
The goals of the company, as defined by the first section of the mission statement, are many:
“To Refresh the World” -- This is a statement that suggests that Coca-Cola produces some sort of food item, which it does, of course.
“To Inspire Moments of Optimism” -- This statement is unclear and does nothing to differentiate Coca-Cola from any other food producer. One of the goals of every firm is to inspire optimism.
“To Create Value and Make a Difference” -- Likewise, this statement, while better defined than the prior statement, simply plays on the reader’s emotions and adds nothing substantive.
The second section of the mission statement, entitled vision, defines the company and the competition much better than the first. And it defines exactly the product that the company makes. This section lists Coca-Cola’s goals to encourage a happy workforce, to be responsible environmentally, to carry refreshing beverages, to be a good business partner, all while completing its responsibilities to its shareholders.
The last section of the mission statement, named “values,” gives the reader an idea of the qualities that Coca-Cola expects of its employees: leadership, passion, integrity, accountability, collaboration, innovation, and quality, all indicate that the company’s expectations of its employees, and likely its business partners, are high.
Overall, Coca-Cola’s mission statement defines its goals, policies, and values and defines the competency of the company. It indicates the company’s scope; the reach of Coca-Cola is world-wide. It does not, however, do a good job of stating why its operation is better than anyone else’s. As a result, it does not define the competitive environment. Most of the ideals that Coca-Cola lists are generic -- every firm wants to do good by its shareholders and its customers. Consequently, the mission statement needs refined if it is to be taken seriously.
The broadness of the Coca-Cola Company’s external mission statement is no exception to the general rule. In fact, it is not an exaggeration to state that every living person on the planet is a potential customer, partner, or recipient, directly and indirectly, of a product, opportunity, service, or other benefit that Coca-Cola may offer. The mission statement is divided into three sections: mission, vision, and values. And each of the sections references ideals that the company espouses.
The goals of the company, as defined by the first section of the mission statement, are many:
“To Refresh the World” -- This is a statement that suggests that Coca-Cola produces some sort of food item, which it does, of course.
“To Inspire Moments of Optimism” -- This statement is unclear and does nothing to differentiate Coca-Cola from any other food producer. One of the goals of every firm is to inspire optimism.
“To Create Value and Make a Difference” -- Likewise, this statement, while better defined than the prior statement, simply plays on the reader’s emotions and adds nothing substantive.
The second section of the mission statement, entitled vision, defines the company and the competition much better than the first. And it defines exactly the product that the company makes. This section lists Coca-Cola’s goals to encourage a happy workforce, to be responsible environmentally, to carry refreshing beverages, to be a good business partner, all while completing its responsibilities to its shareholders.
The last section of the mission statement, named “values,” gives the reader an idea of the qualities that Coca-Cola expects of its employees: leadership, passion, integrity, accountability, collaboration, innovation, and quality, all indicate that the company’s expectations of its employees, and likely its business partners, are high.
Overall, Coca-Cola’s mission statement defines its goals, policies, and values and defines the competency of the company. It indicates the company’s scope; the reach of Coca-Cola is world-wide. It does not, however, do a good job of stating why its operation is better than anyone else’s. As a result, it does not define the competitive environment. Most of the ideals that Coca-Cola lists are generic -- every firm wants to do good by its shareholders and its customers. Consequently, the mission statement needs refined if it is to be taken seriously.
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