dolution

This exercise presents a somewhat different view of mission statements as compared to concepts. For example, according to Bart, 1997, a mission statement consists of three essential components: 1. Key market—Who is your target client/customer? 2. Contribution—What product or service do you provide to that client? 3. Distinction—What makes your product or service unique, so that the client would choose you? For example, if you locate McDonald’s mission statement on the Internet, Bart’s essential components are covered in the following ways: • Key Market: the fast food customer worldwide • Contribution: tasty and reasonably-priced food prepared in a high-quality manner • Distinction: delivered consistently (world-wide) in a low-key décor and friendly atmosphere.