“At Nestlé, we believe that research can help us make better food so that people live a better life. Good Food is the primary source of Good Health throughout life. We strive to bring consumers foods that are safe, of high quality and provide optimal nutrition to meet physiological needs. In addition to Nutrition, Health and Wellness, Nestlé products bring consumers the vital ingredients of taste and pleasure. As consumers continue to make choices regarding foods and beverages they consume, Nestlé helps provide selections for all individual taste and lifestyle preferences. Research is a key part of our heritage at Nestlé and an essential element of our future. We know there is still much to discover about health, wellness and the role of food in our lives, and we continue to search for answers to bring consumers Good Food for Good Life.”
The 5 major characteristics of mission statements are a limited number of goals, emphasis on major policies and values, definition of major competitive spheres, a long-term view, and brevity/easily remembered.
Emphasis on major policies and values: The mission statement is full of jargon and these are difficult to differentiate from the company’s goals. In fact, they appear to be the same: produce quality, healthy food while researching its products to maximize the physiological benefits of their products. The goal of policy emphasis is to limit individual employee discretion, but this mission statement does not achieve that objective.
Definition of major competitive spheres: It appears that every food company and food research company are Nestlé’s competitors. After all, “Nestlé helps provide selections for all individual taste and lifestyle preferences”. Again, this is not credible.
Long-term view: The language of the mission statement is inherently enduring. It speaks of health as an issue spanning a lifetime. Research by its very nature is a long-term pursuit, and this appears to be one of the primary activities...