Worksheet - Assessing Mission Statements The Ashridge Mission
Model was devised by Campbell to help develop and evaluate the
effectiveness of a mission statement. The model is shown below and
an example of how to apply it follows. Have a look at the model and
the example and then, from the list given, pick a few mission
statements and apply the model yourself.
Adapted from 12manage.comUsing English Heritages Mission
Statement as an example, we will now assess it using the model.
Mission Statement: To make sure that the historic environment of
England is properly maintained and cared for. By employing some of
the country's very best architects, archaeologists and historians,
we aim to help people understand and appreciate why the historic
buildings and landscapes around them matter. From the first traces
of civilisation, to the most significant buildings of the 20th
century, we want every important historic site to get the care and
attention it deserves.Purpose does it say why the organisation
exists?
Yes, it clearly identifies that its role is to ensure the
historic environment of England is preserved.
Company Values does it convey what the company believes in?
As well as through the overall meaning of the statement itself,
use of words such as properly; care and attention; appreciate;
deserves, conveys English Heritages values clearly. The educational
aspect of their work is also manifest.Employee Values are their
personal values expressed?
There is no direct mention of the employees, however the values
conveyed in the statement allude to their shared status.Policies
and Behaviours are the standards and behaviours which underpin the
value system evident?Standards are conveyed through the use of
words such as very best, properly maintained, whilst policies such
as educating the public whilst preserving heritage are most
evident.
Strategy does the statement give an impression of a distinctive
competence or the competitive position?By making a commitment to
achieving its goals by using the very best architects,
archaeologists and historians, a clear strategy is
demonstrated.Now, pick a few of the mission statements from the
list below and assess them using the Ashridge Mission Model as you
have seen above.OrganisationMission Statement
EasyjetTo provide our customers with safe, good value, point to
point air services. To effect and to offer a consistent and
reliable product and fares appealing to leisure and business
markets on a range of European routes. To achieve this we will
develop our people and establish lasting relationships with our sup
pliers.
StarbucksTo establish (Starbucks) as the premier purveyor of the
finest coffee in the world while maintaining our uncompromising
principles as we grow.
Tussauds GroupTo dazzle visitors with the most captivating city
centre attractions in the world and the most diverse and exciting
portfolio of theme parks in Europe.
MicrosoftTo enable people and businesses throughout the world to
realize their full potential
GoogleOrganize the worlds information and make it universally
accessible and useful
Outward Bound TrustTo inspire young people to fulfil their
potential through challenging outdoor activities
The Football Associationuse the power of football to build a
better future
Asda
To be the UKs best value retailer exceeding customers needs
always.
Sport England
Working with others to create opportunities to get involved in
sport, to stay in sport and to excel and succeed in sport at every
level.
Walt Disney CompanyTo be one of the world's leading producers
and providers of entertainment and information. Using our portfolio
of brands to differentiate our content, services and consumer
products, we seek to develop the most creative, innovative and
profitable entertainment experiences and related products in the
world
Strategy
Policies and Behaviours
Staff Values
Company
Values
Company Purpose
