Marketing Management

Corporate Mission Statement

Every company has a mission statement. A company’s mission statement describes the purpose of company’s existence which provides direction and opportunity to employees. A best mission statement reflects a vision providing direction to the company. A good mission statement protects the company from being in the state of myopia.

Characteristics of a Good Mission Statement

* Limited number of goals

* Reflects major policies of company

* Describes major competitive sphere

* Reflects vision statement of the company

* Identifies long term goals

NIKE vs. ADIDAS

NIKE’s Mission Statement Analysis

Previous Mission Statements

“Crush Adidas”

“Crush Reebok”

Current Mission Statement

“To bring inspiration and innovation to every athlete in the world. If you have a body you are an athlete.”

Characteristics Analysis

Mission Statements of Nike Company is clear specific having limited number of goals. In previous statements Nike had indeed mission of crushing Adidas and Rebook which shows a compelling goal to become top firm in their industry. The company was focusing on beating their opponents which enabled the company to achieve dominancy in athletic footwear industry. These mission statements have all characteristics of a good mission statement as they give direction to the company, are short and visionary, show refection to company’s policies as well as defines their competitive sphere excellently for long term goals. Beside these qualities company did still need to change their mission statement when they achieved their goal of becoming dominant, the “common enemy” mission statement is no more compelling mission to survive. So, the company changed their mission and moved toward its current mission. Nike supplements its current statement by clarifying the term athlete with a quote from Nike co-founder Bill Bower man, who stated, “If you have a body, you are an athlete”. This mission statement is not a common...