Internet Activities 5.1 Mission and Vision Statements

Marketing Strategy

Chapter Reference

Chapter 5: Marketing Strategy


This activity introduces you to the use of mission and vision statements by different organizations and their implications for marketing activities.

Activity Description

Visit the following organizations' web sites and search for their mission and/or vision statement. Remember that they are often known under different names!


•         What do they say about the different organizations?

•         What business is each respective organization in?

•         How are they similar? How are they different?

•         Which mission statement do you believe will lead to "sustainable, profitable growth for the brand or businesses”

Shell is a worldwide group of oil, gas and petrochemical companies with interests in biofuels, wind and solar power and hydrogen.
Toyota is a worldwide vehicle manufacturer.
Greenpeace is an independent global campaigning organization that acts to change attitudes and behaviour, to protect and conserve the environment and to promote peace.
Bridgestone is a worldwide tyre and rubber company both in name and reality.

NB: Note that for many organizations a mission statement goes under a different name.