Worksheet - Assessing Mission Statements The Ashridge Mission Model was devised by Campbell to help develop and evaluate

the effectiveness of a mission statement. The model is shown below and an example of how to apply it follows. Have a look at the model and the example and then, from the list given, pick a few mission statements and apply the model yourself. $ompan" urpose

Sta)) %alues

Strateg"

$ompan" %alues

oli&ies and *eha'iours

Adapted from 12manage.com

Using English Heritages Mission Statement as an example, we will now assess it using the model. Mission Statement: To make sure that the historic environment of !ngland is properly maintained and cared for. "y employing some of the country#s very best architects, archaeologists and historians, we aim to help people understand and appreciate why the historic buildings and landscapes around them matter. $rom the first traces of civilisation, to the most significant buildings of the %&th century, we want every important historic site to get the care and attention it deserves.' urpose ! does it sa" wh" the organisation exists# Yes, it clearly identifies that its role is to ensure the historic environment of England is preserved. $ompan" %alues ! does it &on'e" what the &ompan" (elie'es in# As well as through the overall meaning of the statement itself, use of words such as properly; care and attention; appreciate; deserves, conveys English eritage!s values clearly. "he educational aspect of their wor# is also manifest.

Emplo"ee %alues ! are their personal 'alues expressed# "here is no direct mention of the employees, however the values conveyed in the statement allude to their shared status. oli&ies and *eha'iours ! are the standards and (eha'iours whi&h underpin the 'alue s"stem e'ident# $tandards are conveyed through the use of words such as very %est, properly maintained, whilst policies such as educating the pu%lic whilst preserving heritage are most evident. Strateg" ! does the statement gi'e an impression o) a distin&ti'e &ompeten&e or the &ompetiti'e position# &y ma#ing a commitment to achieving its goals %y using the very %est architects, archaeologists and historians, a clear strategy is demonstrated. +ow, pi&k a )ew o) the mission statements )rom the list (elow and assess them using the Ashridge Mission Model as "ou ha'e seen a(o'e.

,rganisation !asy(et

Mission Statement To provide our customers with safe, good value, point to point air services. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of !uropean routes. To achieve this we will develop our people and establish lasting relationships with our sup pliers. To establish +)tarbucks, as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. To da..le visitors with the most captivating city centre attractions in the world and the most diverse and exciting portfolio of theme parks in !urope. To enable people and businesses throughout the world to reali.e their full potential /rgani.e the world*s information and make it universally accessible and useful To inspire young people to fulfil their potential through challenging outdoor activities use the power of football to build a better future

)tarbuck*s

Tussaud*s -roup

Microsoft -oogle /utward "ound Trust The $ootball Association

Asda )port !ngland

3alt 4isney Company

To be the 01*s best value retailer exceeding customer*s needs 2 always. 3orking with others to create opportunities to get involved in sport, to stay in sport and to excel and succeed in sport at every level. To be one of the world#s leading producers and providers of entertainment and information. 0sing our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world