Strategic Management Of Anheuser-Busch

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Strategic Management


Mission Statement: What it is all about

The Mission Statement is a vital component in the strategic planning of a business organization. Creating a mission is one of the first actions an organization should take. This can be a building block for an overall strategy and development of more specific functional strategies (Abrahams, 1995). By defining a mission an organization is making a statement of organizational purpose.

Christopher Bart a foremost researcher in the art of mission statements articulates,

"A good mission statement portrays an organization's unique and lasting reason for being, and energizes stakeholders to follow common goals. It likewise enables a focused allocation of organizational resources since it compels a firm to address some hard questions: What is our business? Why do we exist? What are we trying to accomplish?" (Bart,1998).

A mission statement should be inspiring (Bailey, 1996). The reader should want to be a part of an organization after reading its mission statement. It should be enduring, though not cast in stone. The statement should project a sense of worth, intent, and shared expectations and should state intrinsic value of the firm's products/services (David and David, 2003).

Moreover, David and David (2003) suggest that the document should include the following nine components: overall strategy and development of more specific functional strategies. By

1. Customers

2. Products/Services

3. Geographic Markets

4. Technology

5. Concern for Survival/Growth/ Profits

6. Philosophy

7. Public Image

8. Employees

9. Distinctive Competence


Anheuser-Busch's operations and resources are focused on beer, adventure park ent...

... middle of paper ...

... best to contribute to life's enjoyment through its products and services.

Based upon these elements, I can say that the company's mission statement is a good one since it incorporates the elements needed for an effective and realistic mission statement.


Abrahams, Jeffrey. (1995). The Mission Statement Book. Berkeley, California: Ten Speed Press.

Anheuser-Busch Companies. (2003). "Vision, Mission, Values." [Online].

Bailey, James. (Dec 1996). "Measuring Your Mission." Management Accounting (USA). v 78 n6 pp44-46. [Online].

Bart, Christopher. (August 1998). "Mission Matters." The CPA Journal. v68 n8 p56-57. [Online].

David, Forest and David, F.R. (2003). It's Time to Redraft Your Mission Statement. Journal of Business Strategy, 24(1), 11-15.
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