MGT 4750 Business Strategy

Week 2 Discussion Forum - Review of Mission Statements

Team Activity: Mission Statement Revision
Review the Mission Statements of Harley-Davidson, Minolta and Delta Airline reported below.
Each provides a definition of the company's purpose. Circle the letter in questions 1-6 that most
closely matches how you think the statements satisfy the criteria for defining the core purpose in
terms of customer needs and how the statements express the organizations philosophy and
values. Then, as a team, perform activities 7-11.
Minolta:
Harley Davidson:
We will be a broad line supplier of high
We fulfill dreams through the experience of
quality conventional and digital product and
motorcycling, by providing to motorcyclists
service solutions that meet our customers
and to the general public and expanding line
imaging and image distribution needs today
of motorcycle and branded products and
and in the future. We will do this in a way that
services in selected market segments.
is both cost effective for our customers and
profitable for our company.
Delta:
Making Delta, carrier of choice for customers through operational excellence, second mile
service and building emotional connections with the disability community.
Harley-Davidson
Question 1) How closely does the mission statement define Harley-Davidson's core purpose in
terms of customer needs?
A
B
C
No core purpose discussed

Defines core purpose in terms

of product/service provided

Defines core purpose very

well in terms of customer
needs

Question 2) Are statements of the organizations philosophy and values included?

A
B
C
No statement of philosophy
Clearly expresses corporate
Statements are vague
included
philosophy/values
Delta
Question 3) How closely does the mission statement define Delta's core purpose in terms of
customer needs?
A
B
C
Defines core purpose very
Defines core purpose in terms
No core purpose discussed
well in terms of customer
of product/service provided
needs
Question 4) Are statements of the organizations philosophy and values included?
A
B
C
No statement of philosophy
Clearly expresses corporate
Statements are vague
included
philosophy/values

Minolta
Question 5) How closely does the mission statement define Minolta's core purpose in terms of
customer needs?
A
B
C
Defines core purpose in
Defines core purpose very
No core purpose discussed
terms of product/service
well in terms of customer
provided
needs
Question 6) Are statements of the organizations philosophy and values included?
A
B
C
No statement of philosophy
Clearly expresses corporate
Statements are vague
included
philosophy/values
Team Activity: Mission Statement Revision
Names:
______________________________________________________________________________
______________________________________________________________________________
________
1) Transfer each team members ratings onto the charts below
Core Purpose
Philosophy and Values
Team
HarleyHarleyDelta
Minolta
Delta
Minolta
Member
Davidson
Davidson
JIN
B
C
C
A
A
C
MYOUNG

2) Discuss the above individual ratings. Through consensus, develop a new team rating for each
of the mission statements.
Core Purpose
Team
Member

HarleyDavidson

Delta

Minolta

Philosophy and Values

HarleyDavidson

Delta

Minolta

3) Rewrite one of the company statements to incorporate an improved definition of the core
purpose.
Delta
Making Delta, carrier of choice for customers through operational excellence, dedication to
improve the products and services, second mile service and building emotional connections
with the disability community to help them.
4) Pick one of the company statements that could include more information regarding philosophy
and values. Give examples of what might be included.

Harley Davidson
We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to
the general public and expanding line of motorcycle and branded products and services in
selected market segments with our philosophy that serving is happiness.
Safe motorcycling, New models always, Serving is happiness etc.
5) What other characteristics of the statements did your team notice/discuss?
There are key competencies, welfare of customers, technology and markets where products and
services will be offered.