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56 PART 2 • STRATEGY FORMULATION

ASSURANCE OF LEARNING EXERCISES

Assurance of Learning Exercise 2A

Evaluating Mission Statements

Purpose
A business mission statement is an integral part of strategic management. It provides direction
for formulating, implementing, and evaluating strategic activities. This exercise will give you
practice evaluating mission statements, a skill that is a prerequisite to writing a good mission
statement.
Instructions
Step 1 On a clean sheet of paper, prepare a 9 × 3 matrix. Place the nine mission statement components
down the left column and the following three companies across the top of your paper.
Step 2 Write Yes or No in each cell of your matrix to indicate whether you feel the particular mission
statement includes the respective component.
Step 3 Turn your paper in to your instructor for a classwork grade.
Mission Statements
General Motors
Our mission is to be the world leader in transportation products and related services. We aim to
maintain this position through enlightened customer enthusiasm and continuous improvement
driven by integrity, teamwork, innovation and individual respect and responsibility of our
employees.
North Carolina Zoo
Our mission is to encourage understanding of and commitment to the conservation of the world’s
wildlife and wild places through recognition of the interdependence of people and nature. We
will do this by creating a sense of enjoyment, wonder and discovery throughout the Park and in
our outreach programs.
Samsonite
Our mission is to be the leader in the travel industry. Samsonite’s ambition is to provide unparal-
leled durability, security and dependability in all of its products, through leading edge function-
ality, features, innovation, technology, contemporary aesthetics and design. In order to fill every
niche in the travel market, Samsonite will seek to create strategic alliances, combining our
strengths with other partners in our brands.

Assurance of Learning Exercise 2B
Writing a Vision and Mission Statement
for McDonald’s Corporation

Purpose
There is always room for improvement in regard to an existing vision and mission statement.
Currently McDonald’s does not have a vision statement or mission statement, so this exercise
will ask you to develop one.