Strategic

Management
April 17
2012

Components
of Mission
Statement
Department: Business Administration
Student: Adnan Shabbir
Class: MBA 4
th
Semester
Roll No: 10031920-210
Instructor: Sir. Saqib Farid Sheikh

Mission Statements


Adidas the performance brand and multi-sport specialist

Adidas mission is to be the leading sports brand in the world. One major lever to achieve this is
the brands broad and unique product portfolio spanning from apparel and footwear for
professional athletes to premium fashion. It allows Adidas to address multiple consumer needs,
exploit market opportunities from various angles as well as be less affected by one-dimensional
market risks. Adidas commitment to product innovation and its rich heritage differentiates the
brand from competitors and provides a solid platform for future growth.

Adidas Sport Performance play to win
Adidas
1
, 2012




We are a business entity
Petroleum is our core business
Our primary responsibility is to develop and add value to this national resource
Our objective is to contribute to the well-being of the people and the nation
PETRONAS
2
, 2012





BEAUTY FOR ALL

For more than a century, LOral has devoted itself solely to one business: beauty. It is a
business rich in meaning, as it enables all individuals to express their personalities, gain self-
confidence and open up to others.
Beauty is a language.

LOral has set itself the mission of offering all women and men worldwide the best of cosmetics
innovation in terms of quality, efficacy and safety. It pursues this goal by meeting the infinite
diversity of beauty needs and desires all over the world.
Beauty is universal.

Since its creation by a researcher, the group has been pushing back the frontiers of knowledge.
Its unique Research arm enables it to continually explore new territories and invent the products
of the future, while drawing inspiration from beauty rituals the world over.
Beauty is a science.

Providing access to products that enhance well-being, mobilizing its innovative strength to
preserve the beauty of the planet and supporting local communities. These are exacting
challenges, which are a source of inspiration and creativity for LOral.
Beauty is a commitment.
LOral
3
, 2012









Our Mission Statement
To enhance profitability through innovative management strategies while ensuring cost
effectiveness and harnessing creative ideas.
Shell
4
, 2010





MISSION STATEMENT AND COMPANY STRATEGY
Northern Rock is a specialized lender providing funds for residential mortgages, secured
commercial lending and personal finance. We obtain funds from both on-shore and off-shore
personal savings, wholesale money markets and from the securitization of mortgage assets.
Northern Rock's strategy encompasses efficiency, growth and value for both customers and
shareholders.
Efficiency is paramount to this business strategy. Cost efficiency is enhanced by low cost,
effective distribution and enables competitive pricing. Capital efficiency is achieved by
optimizing the use of debt and equity capital.
By growing lending and improving the mix of higher margin products, Northern Rock aims to
grow earnings and improve returns to shareholders, at the same time as providing innovative and
consumer friendly products to our customers.
Northern Rock
5
, 2006



Components of Mission Statement
Companies
Components
Adidas PETRONAS LOral Shell Northern
Rock
Customers

Products

Markets

Technology



Concern for
survival,
growth and
profitability










Philosophy

Self-concept

Concern for
public image

Concern for
employees



References
1. Adidas Group, 2012 retrieved of April 15, 2012
http://www.adidas-group.com/en/investorrelations/strategy/adidas/default.aspx

2. PETRONAS, 2012 retrieved on April 15, 2012
http://www.petronas.com.my/about-us/Pages/vision-mission.aspx

3. LOral, 2012 retrieved on April 15, 2012
http://www.loreal.com/_en/_ww/html/our-company/mission.aspx?

4. Shell, 24/3/2010, retrieved on April 15, 2012
http://www.shelloman.com.om/home/content/omn-
en/aboutshell/who_we_are/shell_in_oman/how_we_work/mission_statement_1112.html

5. Northern Rock 7/20/2006, retrieved on April 15, 2012
http://companyinfo.northernrock.co.uk/downloads/pdfCodeOfConductAndEthics.pdf