Mission statements often contain the following:
- Purpose and aim of the organization
- The organization's primary stakeholders: clients, stockholders, congregation, etc.
- Responsibilities of the organization toward these stakeholders
- Products and services offered
According to Hill, the mission statement consists of:
- A statement containing the reason for using your product
- A statement of some desired future state (vision)
- A statement of the key values the organization is committed to
- A statement of major goals
The mission statement can be used to resolve differences between business stakeholders. Stakeholders include: employees including managers and executives, stockholders, board of directors, customers, suppliers, distributors, creditors, governments (local, state, federal, etc.), unions, competitors, NGO's, and the general public. Stakeholders affect, and are affected by, the organization's strategies.