'A business mission statement is only important if it directly affects the strategy and tactics of that business.' Discuss this view.

Mark scheme

Marking points from the official mark scheme (May/June 2018). The mark or mark type is shown in brackets.

1. [Definition] Mission statements define the core purpose and focus of an organisation and are designed to motivate all employees.
2. [Definition] Strategy is about the long-term decisions – the focus of senior managers.
3. [Definition] Tactics are short to medium term decisions taken by less senior managers in departments or divisions.
4. [Discussion Point] The view suggests that some mission statements may be little more than 'wish' statements or statements addressing external stakeholders.
5. [Discussion Point] The view suggests that for a mission statement to be significant/important it must become part of the operating focus of decisions at strategic and tactical level.
6. [Impact] It must be the reference point for senior managers making strategic decisions and more junior managers making tactical decisions and affect the motivation, behaviour of all employees at all levels within the organisation.
7. [Example] For example, the mission statement may relate to ethical business operations. This must be accepted at strategic and tactical level as it affects decisions on, say, use of child labour at the strategic level and compromised customer service levels at the tactical level.
8. [Evaluation] Room for evaluative comment on the extent to which a mission statement is more than an 'aspirational wish list'.