Question

QUESTION 1:
A company's mission statement can serve as a tool that guide the formulation and evaluation of
the business strategy and include expectations, plans, performance standards and objectives. The
truth is that most mission statements of companies in Ghana and some parts of Africa have little
practical applicability because they lack uniqueness. There is no much difference from one firm to
another and they contain the same promises.

Required:
(a) Select a company of your choice in Ghana and identify the mission statement of that company.
Describe how well the mission statement is understood by the employees and customers.
(b) Evaluate the mission statement of the company you selected with respect to products or
services, markets and technology.

Answer 1

Answer a:

Let us take into consideration the company “Lion Aluminium products Ltd”

Mission statement of company:

We seek to create and sustain our presence in all parts of Ghana and extend beyond the frontiers of Ghana in order to bring our products to the doorsteps of our target clientele.

The mission statement of the company has been clearly understood by the employees of the company as in order to achieve its target, company has provided training and development to their employees as ensured that it reflects in the attitude of the employees as they perform for the company at their respective jobs. However, company thinks that their mission statement serves least purpose for their customers as their role is up to the purchase of their product. They think that, it is the company who needs to reach the customers according to its mission statement so as to become the global organisation.

Answer b:

Lion Company manufactures the kitchen utensils and its mission is to reach all parts of the domestic market. The domestic market of the company is such that the paying capacity of the customers is less and hence the company is required to customise its product according to the needs of the customers. Another part of the mission statement of the company states that the company wants to be a global product supplier. Company can do so by exporting its product to the foreign markets as many of the countries including Ghana has exciting offers for the business to transfer their products across the borders of the country. Company can increase its market share by supplying its products to the foreign markets and can increase its revenues.