American Corporate Mission Statements the American Enterprise

¶ … American Corporate Mission Statements The American enterprise in general is the epitome of organization. From developing processes and systems that work within the organization, none of this is possible without a common goal in mind. With a shared objective and combined effort amongst colleagues, the anticipated results are often more successful than imagined. A corporate mission is that common objective amongst colleagues that helps to create a focus on results for the organization.

It is essential that this mission is communicated between all members of the company, from the top executive officer to the nightly janitor. When people become empowered with being a part of the path to success, their own personal contribution often increases in order to become recognized. As a result, the company as a whole benefits and becomes just that much closer to overall success in the mission. Just as the individuals within an organization have different qualities, personal goals, and ambitions, different organizations possess different goals and objectives.

Whereas a charitable organization may value and work toward eradicating hunger (World Vision, Inc.), a for-profit corporation may value its ability to have the lowest industry prices (Southwest Airlines). As a result, mission statements vary drastically from company to company. Following is an analysis of six different organziations' mission statements to illustrate the vast differences among them.

Company #1: Sara Lee Type of Organization: Manufacturing Mission Statement: "Our mission is to feed, clothe, and care for consumers and their families the world over." Analysis: The statement at Sara Lee is one of benevolence, a common move in corporate America. Whereas the apparent goal of a for-profit organization is one of selling products and making profits, the stated goal of the company reaches to care for people, almost sounding like a non-profit statement. The message to stakeholders is one of continuity.

Sara Lee is an established organization with a great amount of brand recognition, meaning that consumers are not in need of additional information about the products. Rather, consumers as well as the corporate investors feel the broader vision of the organization. A mission to feed and clothe the world is a great one that could only be taken on by a great force - an established and powerful organization. While the mission sounds wonderful and commendable, there is no game plan laid out to attain this mission.

While it appears that the organization has benevolent intentions, an investor would be unable to assess the validity of this statement based on the statements itself. An extension of this mission may be available by other sources, however, which may extend the understanding of the mission.

Company #2: American Red Cross Type of Organization: non-profit Mission Statement: "The American Red Cross, a humanitarian organization led by volunteers, guided by its Congressional Charter and the Fundamental Principles of the International Red Cross Movement, will provide relief to victims of disasters and help people prevent, prepare for, and respond to emergencies." Analysis: The message delivered by the American Red Cross's mission statement provides a sense of security to the reader: it "will" provide relief, prevention, preparation, and responses to the public in a disaster.

Whereas Sara Lee is a profit organization reaching to use their power for good, the American Red Cross exists purely for that purpose, which is clearly stated in the mission. In addition, every American is a stakeholder because in the event of an emergency, we will depend upon the words within the mission statement. A group that functions by volunteers, investors or donators are assured of the Red Cross's mission of benevolence and need only to investigate the accurateness of the statement based on actions taken.

The American Red Cross is an organization of true good will compared to the Sara Lee Corporation which attains to be an organization of good will. The mission statement by the American Red Cross is informative, effective, and helpful to the reader and the decision maker. Company #3: America West Airlines Type of Organization: Transportation Mission Statement: "We will build a winning airline by taking care of our customers." Analysis: This mission statement is quite different than the previous two. Whereas Sara.