You are about to start a new company that will be entering the microcomputer business. You may choose to be either a supplier or a reseller in this industry. As a supplier, you will choose a production location, build a production facility and produce microcomputers for one or more resellers. As a reseller, you will buy microcomputers from suppliers and market them throughout the world. You will have limited financial resources and complete accounting responsibility. As a supplier, your focus is on achieving the economical and reliable production of microcomputers. You will outsource the marketing and distribution activities to other firms that specialize in market demand creation.

*I was already preselected by the professor to have the “supplier” role.

A company mission is a statement of its overall purpose with respect to its major stakeholders (stockholders, customers, suppliers, and employees), and is concerned with the definition of the boundaries of your firm’s acceptable activities.

The mission statement is one of the highest level strategic decisions a firm must make. It helps to define everything else about the firm.

The mission statement should convey a clear, enthusiastic and motivating message to all of the firm’s stakeholders.

For example, McDonald’s mission was to “Serve a limited menu of hot, tasty food quickly in a clean, friendly restaurant for a good value to a broad base of fast-food customers worldwide.”

In contrast, Ford Motor says in its mission statement, “We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world. We anticipate consumer need and deliver outstanding products and services that improve people’s lives.”

Define the mission of your firm. Keep in mind that this mission statement will be read by your customers, employees, investors, and potentially, your competition.