We explain what the business mission is, the factors that must be taken into account when preparing it and what its characteristics are.
What is the business mission?
The corporate mission is the goal and the engine of the company . It is the point through which all the participants of the company must be clear in order to contribute to its realization. This mission can be for-profit or non-profit, but it is clearly related to its planning and premises.
Likewise , every goal will be preceded by a clear structure and objectives that the company has, as well as the profile of the employees that make up said organization .
The elaboration of the precise business mission must be done taking into account all the aforementioned factors as well as the business trajectory, the target audience and the market competition.
Often this goal is made with the help of professionals linked to market research , public opinion, advertising , institutional communicators, company hierarchical personnel as well as employees with more experience. It can also be a slogan, an expression, an image or a diagram.
Characteristics of the business mission :
The business goal does not change no matter how much its members change.
Every business goal is preceded by a clarity of objectives to be met . For this reason the goal is both short, medium and long term. Therefore, once a goal is designated, it does not change, even if its members change.
The business goal frequently asks itself the following questions:
- Where are we currently?
- Where do we want to go?
- How will the destination be reached?
With the answers to these questions , it will be possible to arrive at an approximation of what the company really wants and thus be able to draw up an action plan to meet the objectives.
It is important that every mission takes into account the context in which that company wants to make a business goal, since external conditions can change affecting said goal .
For this same reason , every goal must be reviewed frequently and taking into account the environmental, social, cultural, spatial and temporal conditions.
The philosophy of a company responds to the values and principles of its employees.
Every company has a type of philosophy that is found implicitly in each one of the members . This philosophy responds to the type of beliefs, values and principles of the direct and indirect members of the company. It is important to be able to define the type of philosophy in each one of them, in order to create an adequate business goal.
This means that it must have few words that define it and be clear to all its members, avoiding creating confusion.
It’s a compass
Not only for employees or corporate members, it is also a compass for investors (if any), customers and society in general. Without a correct compass, the company does not have a precise or defined course.
Visibility and transparency
Many times the objectives of a company are of a public nature.
Every business mission must be visible and within the reach of all its members . Frequently, the mission is of a public nature so that not only its members have access to them, but also clients and the general public are aware of it. This characteristic of the business goal generates transparency of values to the company.
It is also important, in terms of preparing a business mission, that it be credible and real. In other words, we should not refer to unfulfillable dreams or objectives in the short, medium or long term.
The mission must be something that, regardless of the context (but taking it into account) can respond to what the client is looking for not only explicitly but also implicitly.
Takes your customers and the community into account
Any goal will always respond to the needs of customers or consumers.
Every goal not only takes into account the opinion of professionals in the area of institutional communication or company personnel. You must also take into account your customers or target audience, since this goal will provide additional information about what that company is in essence in the market . We must never lose sight of the fact that every goal will respond to the needs or desires of certain people (customers or consumers ).
Differentiation of the mission of other competing companies
It must have a different goal in relation to its competitors, highlighting other characteristics so that its members work day by day to achieve said mission.
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