Strengths and Weaknesses of the Sears Mission Statement

A company’s mission statement should convey the organization’s overall goal, reflecting the guidelines utilized in all their goals (David et al., 2014). The Sears mission statement states, “To grow our business by providing quality products and services at great value when and where our customers want them, and by building positive, lasting relationships with our customers.”( http://manonamission.blogspot.co.ke/2005/04/sears-mission-statement.html). This paper illuminates the strengths and weaknesses of the statement and reflects on the inadequacies that can be improved.

Firstly, the mission statement fails to inform on what the organization is about adequately. Although the wording should be simple, they should also be informative. One cannot immediately deduce what products and services they are to expect from Sears, which is essential due to the vast array of industries and organizations that have come up over the years. Consequently, the mission statement fails to give a clear indication of whom and what Sears Holdings are.

Secondly, the mission statement is not memorable and is quickly forgotten soon after one reads it. The utilization of descriptive words that inspire action is essential in stimulating employees and decision makers to act. It would be good to know how Sears plans on building these lasting relationships with customers, and have words that set the company’s products and services apart from the rest.

In conclusion, there is room for improvement of the Sears mission statement through the better conveyance of what the organization is about and utilization of fewer words that inspire the employees, decision makers, and clients. For instance, replacing “when and where” with a more descriptive word such as “timely” goes a long way to simplify the statement while making it memorable. A few changes in the wording is essential in improving the statements ability to inform on what the company entails and why their presence makes a difference.

References

David, M. E., David, F. R., & David, F. R. (2014). MISSION STATEMENT THEORY AND PRACTICE: A CONTENT ANALYSIS AND NEW DIRECTION. International Journal of Business, Marketing, & Decision Science, 7(1).

Man on a Mission. (2005, April 30). Sears mission statement [Blog post]. Retrieved from http://manonamission.blogspot.co.ke/2005/04/sears-mission-statement.html