Mission Statement of an Indian and International Company

Action Group
History
The Action group is one of the India's leading business conglomerates. The group commenced its operations as a source of footwear and its components in domestic and export markets and became the market leader for footwear in India.
Action Shoes was incorporated in the year 1972. The beginning was with a range of footwear made from PVC by the name of , with a vision to serve the average Indian population at that point of time. In the year 1979, the group ventured into sports shoes market by the brand name of Action and made a revolution.
Mission Statement
At Action group our mission is to work together, respecting each other, our skills and knowledge to:-
o Build higher quality of products and services
o Continually strive to enhance customer satisfaction
o Improve customer retention and loyalty
o Gain a competitive advantage and larger market share
o Elimination of scrap, waste, defects and errors  
o To create a great place to work
o Be welcomed in the communities in which we operate

Review
 Through the mission statement it is not possible to identify the products and services that are being offered by the Action Group
 There is no disclosure of the technology & quality standards that are being used by the Action Group in designing and manufacturing footwear
 The Primary market or the customer base that the Action Group caters to or intends catering to, has not been defined properly
 Responsibility towards stakeholders and employees is not specified
 Important components like growth and profitability measures has been missed out
 This statement does not address “Where the company is located?”

Revised Mission Statement
At Action Group, we endeavour to uphold the market position of best footwear brand in India. Action is synonymous with quality shoes for the whole family-ranging from casuals to formals; from daily wear to sportswear and from an elegant collection for ladies to a fun range for kids. We strive to...