Thursday, March 4, 2010

Mission Statement

Mission statement is a statement of the organization's purpose - what it wants to accomplish in the larger environment. *1

A mission statement should be the driving principle behind the whole organization. The mission statement of the company should be strongly emphasized in, if not embraced by, every employee's mind, regardless of their division in the company. A successful company is a company where the mission statement of the company directly correlates into its marketing decisions, starting from identifying its marketing and business objectives, marketing environment, strategy (which includes segmentation, targeting, and positioning), and implementation.

In the case of google, their mission statement is as follows:

To organize the world's information and make it universally accessible and useful.*2

You can break this statement down into three main goals.

A) Organize the world's information
B) Make the information universally accessible
C) Make the information universally useful

In the following advertisement by google during the third quarter of this year's Superbowl, which was the very first google advertisement on TV ever in the United States, these goals can be identified.

A) Organize the world's information

Even though there is no direct message here that says "you can acess world's information!". the message in this video accomplishes this exact goal by showing that you can go on google and search for any information, whether how to study abroad in paris or where cafes are located in your geographical area of interest. It also suceeds in showing the "world" part of the goal by showing that you can not only search information about your own country, but about anywhere in the world (in this case Paris, France in particular).

B) Make the information universally accessible

By watching this ad, you can easily identify that information available on google is easily accessible. By just going to, you can access tons of information you want to find. Not only that, in the context of this ad this "guy" who is conducting all these searches is believed to be in the United States at one point and in France at another. Thus, it can be seen that google's information is available at various places in the world with just an internet connection.

C) Make the information universally useful

This ad shows how google search engine is an indirect component of the "Parisian Love" that ends in a happy ending. The "guy" accesses google to easily find the information he is looking for easily, in most cases the very first link provided. Also, when the guy types in a search for a flight to Paris, google not only gives him link to the airline websites, but also gives him the flight information right on the search page itself, thus eliminating the need for him to look any further.

Thus, as it can be seen by the case of google, many successful companies implement their mission statement as a basis of their operations. Google has successfully created an advertisement where positive emotions and company's missions are successfully portrayed.

Armstrong, Gary, and Philip Kotler. Marketing: an Introduction. Upper Saddle River, NJ: Pearson Prentice Hall, 2009. Print.
Pg. 37

"Corporate Information - Company Overview." Google. Web. 05 Mar. 2010. .

Samu Shobeiri, Section G

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