Hospitality marketing - Essay Example

579). The statement must offer a description of the organization to create awareness among potential stakeholders such as its consumers. It must also identify the organization’s potential customers. This is particularly essential because the organization must have been established for a product or service delivery and identification of its customers forms a basis towards defining what the organization ought to offer to the target market. The statement must also establish a philosophy upon which the organization operates.

Similarly, the definition of a mission statement involves establishment of the organization’s potentials in its market as well as the organization’s obligations. A mission statement is therefore an expression that offers an organization’s basis for a level of “reliability, tangibility, empathy, and responsiveness” that it would achieve at optimum environmental conditions (Shoemaker and Shaw, p. 48). A vision statement is on the other hand an expression of what an organization intends to be.

It therefore establishes standards that the institution wishes to achieve. As a result, it consists of a number of elements that guides the organization’s stakeholders toward achieving the desired aspects. The definition of a vision statement therefore identifies an ability to inspire stakeholders towards achieving the identified levels as well motivating involved parties towards the organization’s desire. Establishing what an organization intends to achieve also identifies realism in a statement that qualifies it as a vision statement.

The statement must similarly describe the target standards, in a clear manner, which is consistent with the organization’s objective of meeting its customers’ needs (Shoemaker and Shaw, p. 579). A mission statement therefore establishes an enterprise’s scope of operations in an ideal environment