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Learning Objective:

  • The primary objective is to enable the students to understand the importance of mission statement in business.

Learning Outcome:

  • Students are expected to develop a mission statement by understanding the characteristics and components of a good mission statement.

Instructions to attempt the GDB:

  • Attempt the GDB by yourself, it will be entertained positively.
  • Copying from any material will be marked zero.
  • Solution should be very concise and brief.
  • Irrelevant information should not be provided.



Bismillah sweets & bakers is one of the sweet shops inside the historic walled city of Lahore, Pakistan. Mr. Aslam Ahmed laid down the foundations of Bismillah Sweets in 1990 with a small shop. He has brought an outstanding taste in sweets, bakery items which was praised by local citizens. Today, Bismillah Sweets is being led under the leadership of Mr. Shahzad Ahmed and Mr. Nadeem Ahmed and has expanded to more than 15 branches in Lahore. The current leadership of Bismillah Sweets is adding up new products day by day to increase the range of choices for its new and old customers. As a result, it is now known as the ‘taste developing masters’ in the local region and got its repute as the ‘distinctive traditional taste makers’. They are striving hard to keep this image intact by meeting the expectations of their customers. They have survived well in the competitive market of Lahore because they have never compromised on the quality of their products.


Although Bismillah Sweats has a big name in the market but its products are not as appealing as its competitors like Nirala Sweets, Gourmet Pakistan and Fazal Sweets. They are somewhere implementing poor or bad strategic management. They do not have a proper mission and vision statements. As mission statement plays a very important role in distinguishing one’s business from other similar firms. It clearly demonstrates about the business and also clearly describes about the core values and priorities of an organization. It also communicates employees that what the founders envisioned about the future direction of business.


Mission statements can and do vary in length, content, format, and specificity. Most practitioners and academicians of strategic management feel that an effective statement should include nine components. Because a mission statement is often the most visible and public part of the strategic-management process, it is important that it includes the nine characteristics such as broad in scope, less than 250 words in length, inspiring, identify the utility of a firm’s products, reveal that the firm is socially responsible, reveal that the firm is environmentally responsible, reconciliatory, enduring and include nine components (customers, products or services, markets, technology, concern for survival/growth/ profits, philosophy, self-concept, concern for public image, concern for employees).




Discussion Question:

You are required to develop a mission statement for “Bismillah sweets & bakers” by following the 9 characteristics and components. However, you may include 5 out of 9 components.


Reading Advice:

  • You are advised to watch the video Lectures # 5 & 6. Go to
  • Strategic Management (Concepts & Cases) by Fred R. David 13th Edition.
    • The process of developing vision and mission statements (pg # 46).
    • Importance (benefits) of mission and vision statements (pg # 47).
    • Characteristics of a Mission Statement (pg # 49).
    • Mission statement components (pg # 51).

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Replies to This Discussion

Characteristics of Mission Statement

Organizations legitimize themselves by performing some function that is valued by society. A mission statement defines the basic reason for the existence of that organization. Such a statement reflects the corporate philosophy, identity, character, and image of an organization. It may be defined explicitly or could be deduced from the management’s actions, decisions, or the chief executive’s press statements. When explicitly defined it provides enlightenment to the insiders and outsiders on what the organization stand for. In order to be effective, the following characteristics of mission statement need to be present in an organization.

1. It should be feasible A mission should always aim high but it should not be an impossible statement. It should be realistic and achievable its followers must find it to be credible. But feasibility depends on the resources available to work towards a mission. In the sixties, the US National Aeronautics and Space Administration (NASA) had a mission to land on the moon. It was a feasible mission that was ultimately realized.

yeh complete hein GDB

Any idea about Mission Statement???????????

Please Discuss here about this GDB.Thanks

Our main purpose here discussion not just Solution

We are here with you hands in hands to facilitate your learning and do not appreciate the idea of copying or replicating solutions.

Any body have answer??????????

Dear Students Don’t wait for solution post your problems here and discuss ... after discussion a perfect solution will come in a result. So, Start it now, replies here give your comments according to your knowledge and understandings....

Mgt603 GDb Solution
Characteristics of good Mission Statements:
1. Broad in scope
2. Generate range of feasible strategic alternatives
3. Not excessively specific
4. Reconcile interests among diverse stakeholders
5. Finely balanced between specificity & generality
6. Arouse positive feelings and emotions
7. Motivate readers to action
8. Generate the impression that firm is successful, has direction, and is worthy of time, support, and investment
9. Reflect judgments re: future growth
10. Provide criteria for selecting strategies
11. Basis for generating & screening strategic options ¾ Are dynamic in orientation
Components of Good Mission statements:
1. Customers
2. Products or services
3. Markets
4. Technology
5. Concern for survival, growth, and profitability:
6. Philosophy:
7. Self-concept
8. Concern for public image
9. Concern for employees

I mention characteristic and component of mission statement please combined as your own self thank you


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