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HCA 620 Week 2 Discussion Question One

HCA 620 Week 2 Discussion Question One

 

Search the GCU Library on the following topic: Mission Statements. What are some of the potential problems when writing a mission statement? How would you address them?

By definition, a mission statement communicates the fundamental purpose and values of a business or organization. In simpler terms, your mission statement should make it clear why your company exists. It guides decision making and keeps your business on track over the long term when micro- and macro-environmental factors can make it easy to veer off course. For example, marketing

HCA 620 Week 2 Discussion Question One

HCA 620 Week 2 Discussion Question One

messages, brand image and new product development must complement the mission statement. Discord may lead to reduced results or worse — failure.

Even corporate marketing executives have trouble understanding what makes a mission statement useful. Take for instance the following mission statement which belongs to the management company behind a popular airport in the U.S. (Note: The city name has been replaced with “City-Name.”): “Our Mission: Provide safe, secure, customer friendly, affordable transportation services, and facilities that promote the City-Name Experience.”

What’s wrong with this mission statement? It demonstrates several of the most common mistakes that make a mission statement, well, stink. Here are the five primary reasons why mission statements fail, and how you can avoid them.

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Reason 1: Generalization

Insert the name of your local airport into the real airport mission statement above. Does the mission statement work? This mission statement stinks because it could apply to just about any airport in the world. Yours should be specific. A mission statement must be tailored to your company — otherwise it’s useless.

Reason 2: Fluff

There is no room for corporate rhetoric in a mission statement. The airport mission statement example is filled with buzz words that are vague and meaningless. Get to the point. If your employees can’t relate to your mission statement, then it won’t mean much to your customers, either.

Reason 3: Confusion

Did it take dozens of people and meetings to develop your mission statement? Sometimes simplicity is the key to clearly communicating the root of what your business is about. If your mission isn’t obvious from the start, then you should consider going back to the drawing board, because you’re not ready to put it into an official statement yet.

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