A mission statement should focus on goals, clarify issues and outline visions and objectives. It should communicate the essence of the company to the employees, shareholders and to the public (Hassan, M 1988). Similar to this, Doyle (1998) points out, that a mission statement describes the purpose of the business and its essential characters.
A company without a mission statement is like the Cheshire Cat in Alice in Wonderland described; “If you don’t know where you’re going, it doesn’t matter which way you go.”
Most large corporations produce a “mission statement” to give a clear indication of the fundamental aims of the organisation. Whitbread and Headwater are two of those who established a mission statement.
Since 1985, Headwater is in the business of soft adventure travelling which includes guided and independent walking, cycling, canoeing and cross-country skiing in a number of destinations throughout Europe. Its philosophy is to provide customers with......
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Approximate Pages: 9 (260 words per double-spaced page) |