A marketoriented purpose or mission statement focuses on the

A market-oriented purpose, or mission statement, focuses on the customer or consumer and not the product. Identify one for-profit and one not-for-profit organization whose mission statement does just this. Discuss the mission statements and their effectiveness from the customer\'s perspective.

Solution

Not for Profit: Red Cross:

The International Committee of the Red Cross (ICRC) is an impartial, neutral and independent organization whose exclusively humanitarian mission is to protect the lives and dignity of victims of armed conflict and other situations of violence and to provide them with assistance. The ICRC also endeavours to prevent suffering by promoting and strengthening humanitarian law and universal humanitarian principles.

For Profit: Unilever

“To add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.”

The Mission statements of both the firms are directed towards customer and consumer. Their aim is consumer welfare irrespective of the product offered.

Mission statements are very essential to state company\'s thought process and what it intends to achieve. It helps to derive the values on which company runs. It provides the direction for the employees of the company and help to align the thinking. It focuses on future of the company and where it projects itself in time to come. It helps to aid in decision making by providing clarity on priorities.

From customer perspective, it is essential as: