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A strategic mission describes a firms unique purpose, the scope of operations, the products it intends to produce and the

markets it will serve using its core competencies. It identifies a firms individuality and relevance to its stakeholders. On the basis of this evaluation of a mission statement, evaluate the following mission statements and recommend how these could be made more effective: GlaxoSmith Kline: mission is to improve the quality of human life by enabling people to do more, feel better and live longer GlaxoSmithKline (GSK) is a worlds leading research-based pharmaceutical company with a powerful combination of skills and resources that provides a platform for delivering strong growth in todays rapidly changing healthcare environment.
Customers: All human being seeking healthcare products. Products or Services: Pharmaceutical products Markets: Worldwide Technology: The firm is technologically current. Concern for survival, growth, and profitability: Yes. It is inspired by the constant search for the pursuit of innovation. GlaxoSmithKline attention to performance also made their complete realization and each and every citizen, as a global leader in world-class and unparalleled passion for the success of awareness. Philosophy: -The health and safety of employees, contractors, visitors. - The protection of the environment and communities. - Compliance with laws and GSK standards. Self-Concept : to improve the quality of human life As one of the largest pharmaceutical companies, GlaxoSmithKline has used its vast resources to create the next generation of medicines. The company's innovative new product lineup and expansive list of patent-protected drugs create a secure competitive advantage over its peers. Concern for public image: It focus on improving quality of human life by enabling people to do more, feel better and live longer. Concern for employees: Mission statement does not mention any concern for the employees.

Merck and Co.Inc.: to provide society with superior products by developing innovative solutions that improve the quality of life and satisfy customer needs, to provide employees with meaningful work and growth opportunities and to provide investors with superior rate of return.
Customers: All the people around the world who seek medical and health care products. Products or Services: Pharmaceutical products Markets: Worldwide. Technology: The firm is technologically current. 1

Concern for survival, growth, and profitability: It is one of a leading research-driven healthcare company worldwide and the second biggest US drug maker. Philosophy: Its core values are driven by a desire to improve life, achieve scientific excellence, operate with the highest standards of integrity, expand access to our products and employ a diverse workforce that values collaboration. Self-Concept: Developing innovative solutions satisfying customer needs Concern for public image: It focus on improving quality of life, satisfy customer needs, ensures higher rate of return for the investors and well being of the employee. Concern for employees: Yes employees are valuable assets of a firm. It focus on providing employees with meaningful work and growth opportunities.

Novartis: to discover, develop and market innovative products to cure diseases, to ease suffering, and to enhance the quality of life. We also want to provide shareholder returns that will reflect outstanding performance and to adequately reward those who invest ideas and work in the company.
Customers: All the people who seeks medicine to cure disease and ease suffering. Products or Services: Pharmaceutical products Markets: Worldwide. Technology: The firm is technologically current. Concern for survival, growth, and profitability: Is the firm committed to growth and financial soundness? Yes. It wants to provide shareholder returns that will reflect outstanding performance which ensure better financial position. Philosophy: What are the basic beliefs, values, aspirations, and ethical priorities of the firm? It strives to be innovative, creative, results driven, and customer focused. Self-Concept: What is the firms distinctive competence or major competitive advantage? To discover and develop innovative products that cure diseases. Concern for public image: Is the firm responsive to social, community, and environmental concerns It focuses on enhancing the quality of life. Concern for employees: Are the employees valuable assets of the firm? Yes. It adequately rewards those who invest ideas and work in the company. 2

Pfizer: We will become the most valued company to patients, customers, investors, business partners and the communities where we work and live.
Customers: All the patients around the world. Products or Services: Pharmaceutical products Markets: Worldwide. Technology: Yes the firm is technologically current. Concern for survival, growth, and profitability: It strives to become the most values company to its investors and business partners. Today,

Pfizer is the largest and richest pharmaceutical enterprise in the world. Fortune named Pfizer as the fifth-best wealth-creator in America. The company is a global leader in human pharmaceuticals. It is very much concerned with survival, growth and profitability.
Philosophy: To achieve its purpose and mission, it affirm values of Integrity, Respect for People, Customer Focus, Community, Innovation, Teamwork, Performance, Leadership, and Quality. Self-Concept: What is the firms distinctive competence or major competitive advantage? The mission statement does not specify the distinctive competence. It states to become the most values company but does not specify how to become. Concern for public image: Is the firm responsive to social, community, and environmental concerns Yes. It advocates becoming most valued company to all the people and communities involved with it. Concern for employees: Yes the employees are the valuable assets of the firm.

Astra Zeneca: the people of AZ are dedicated to discovering, developing and delivering innovating pharmaceutical solutions enriching the life of the patients, families, communities and other stake holders, while creating a challenging and rewarding work environment for everyone.
Customers: All the people around the world who seeks pharmaceutical solutions. Products or Services: Pharmaceutical products Markets: Geographically, where does the firm competes? Worldwide. Technology: Is the firm technologically current?

Yes the firm is technologically current that helped firm to continuously discover and develop innovative products. Concern for survival, growth, and profitability: Is the firm committed to growth and financial soundness? Yes. It focuses on enriching the life of its investor which means it strives to become financially sound. Philosophy: What are the basic beliefs, values, aspirations, and ethical priorities of the firm? To enrich the life of its stake holders, employees and the communities. Self-Concept: What is the firms distinctive competence or major competitive advantage? Develop innovative pharmaceutical solutions to enrich the life of patients. Concern for public image: Is the firm responsive to social, community, and environmental concerns Yes. It targets enriching the life of the patients, families, communities and other stake holders. Concern for employees: Are the employees valuable assets of the firm? Yes. It ensures to provide challenging and rewarding work environment for its employees.

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