A mission statement, by definition, expresses a company's purpose for existing. Though brief and concise, consisting of one or several sentences, the mission statement includes identification of a company's core purpose and focus, its intended direction in the marketplace, and of the various business facets that funnel the purpose, focus and direction into actual business practice and transactions. The mission statement defines how a company's philosophy will be translated into daily actions in policy and standards of conduct and of operation. The essential elements of a mission statement are:
- the nature of products and range of product offerings, which includes competitive position in the marketplace and methods of competing
- the intended customers and intended company-customer relationship
- the marketing considerations of price, quality, customer and product service, geographic range of product marketing
- the nature of relationships with employees and shareholders, suppliers, competitors and with the community at large
adidas' Mission Statement
The mission statement for the adidas Group [note adidas does not capitalize the initial /a/] is posted on the company website under "Careers": adidas-group.com/mission-and-values. It reads:
The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve our competitive position.
We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market.
We are consumer focused and therefore we continuously improve the quality, look, feel, and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value.
We are a global organization that is socially and environmentally responsible, that embraces creativity and diversity, and is financially rewarding for our employees and shareholders.
We are dedicated to consistently delivering outstanding financial results.
Comparing this statement of six sentences to the above definition, adidas identifies the nature of products and the range of products offered: "sporting goods industry with brands built on a passion for sports and a sporting lifestyle."
It identifies adidas' industry and competitive position in the marketplace: "sporting goods industry" "global leader.
It identifies its method of competing: "continuously strengthening our brands and products."
It identifies its intended customers, "athletes of all skill levels," and its customer relationship: "achieve peak performance with every product ... match and exceed consumer expectations and to provide them with the highest value."
It identifies adidas' marketing strategy, "continuously improve the quality, look, feel, and image of our products," and adds "continuously improve ... corporate structure."
It identifies the nature of its relationships with the community at large, its employees and its shareholders: "global organization that is socially and environmentally responsible, "embraces creativity and diversity," "financially rewarding for our employees," and financially rewarding for "shareholders."
Corporate core values are defined as the fixed, unchanging, guiding principles of conduct and ethics that shape and govern the conduct of a company in the business world and the world at large: business practices and strategies endless adapt and change while core values remain fixed and unchanging. Core values are expressed as part of the mission statement: while the concise pronouncement of core values may be brief and undetailed in the mission statement, an addendum may be attached, as is the case with adidas' statements, that elaborates in detail on the core values. adidas' mission statement pronouncement of core values says: "We are a global organization that is socially and environmentally responsible, that embraces creativity and diversity, and is financially rewarding for our employees and shareholders." adidas' expanded statement of core values:
adidas Group [Core] Values
Sport is the foundation for all we do and executional excellence is a core value of our Group.
Passion is at the heart of our company. We are continuously moving forward, innovating, and improving.
We are honest, open, ethical, and fair. People trust us to adhere to our word.
We know it takes people with different ideas, strengths, interests, and cultural backgrounds to make our company succeed. We encourage healthy debate and differences of opinion.
The detail elaborating the concise mission statement of core values ("socially and environmentally responsible, that embraces creativity and diversity, and is financially rewarding for our employees and shareholders") includes education, innovation and improvement, integrity, ethicality, honesty, trust, respect for peoples' and cultures' differences. These details are added to the earlier details of social and environmental responsibility, high value production, and matching or exceeding expectations.
Example of Demonstration of Core Values
While in 1989, adidas denounced and banned the use of ozone-depleting chlorofluorocarbons though acknowledging that the ban would not affect adidas because chlorofluorocarbons have never been used by adidas. This weak example of adhering to their core value of environmental responsibility is off-set by a more recent change, reported in 2012, to waterless injected CO2-based fabric dyes. These environmentally conscious compressed carbon dioxide dyes, called DryDye technology, use no water. Compare this to the 6.6 gallons (25 liters) of water typically used to dye one T-shirt with conventional dyes. Equally importantly, compressed CO2 dyes use 50 percent less dye; that is 50 percent less dye exposure per T-shirt per T-shirt wearer. Another eco-friendly innovation reduced the number of product samples sent in 2012 by 600,000 because of the introduction of virtual technology (electronically generated and transmitted) sample images in "virtual fashion" samples. While the first-generation virtual fashion technology is not stellar, the innovative reduction of resource use is stellar, and it is easier to improve the technology than it is to restore the environment when resource capital is lost or even depleted.