Mission versus Market
Mission
The mission defines the organization and its reason for being. The mission is determined by the organization.
Minimum elements:
- Products / services
- Customers
- Markets
- Philosophy
Market
The market statement defines the industry within which the organization competes. The market is determined by the organization, competing firms, and the customer. The definition of specific elements (for example, the products/services) may not be the same in the market definition as they are in the mission.
Minimum elements:
- Products / services
- Geographic area
- Customer
- Level in value chain
- R. S. Kulzick - 08/04/2002 -