Assignment Overview

In the Module 1 Case study, we will be exploring the Mission, Vision, and Values statements of Microsoft.

Case Assignment

  1. Do some research in the library and on the internet, and find the following:
    1. Five criteria that comprise good (quality) Mission statements; and
    2. Five criteria that comprise good (quality) Vision statements.
  2. Visit the corporate website of Microsoftand read the organization’s Mission and Vision statements:
  3. Using the specific criteria that you listed in Item #1 above, critique the Mission and Vision statements of Microsoft as follows:
    1. Mission Statement: Is the organization’s Mission statement a “good” Mission statement? Why or why not? Justify your answer using your five chosen criteria. Be specific.
    2. Vision Statement: Is the organization’s Vision statement a “good” Vision statement? Why or why not? Justify your answer using your 5 chosen criteria. Be specific.
  4. Finally, find the company’s Values statement: Conclude your paper with an analysis of the company’s Values statement: What do Microsoft’s values say about the organization’s sense of ethics? 

Assignment Expectations

  • The minimum length requirement for this Module Case Assignment is 5 full pages (excluding Title and Reference pages) to include 3 scholarly sources. 
  • Provide an APA-formatted title page. Use theAPA 7 Template.
  • The 5 full-pages will include an introduction, body of work with 3 scholarly sources cited to support your work, and a conclusion (that aligns with your purpose statement, summarizes each section, and then wraps up into a final thought).
  • Provide an APA7-formatted References Page (See APA 7 “Referencessection at ).
  • Upload your paper to the Case Dropbox before the assignment due date.
  • Proofread your work!.

Module 1 – SLP

In this Module, you will be considered a Strategic Management subject matter expert. You will blog about important aspects of the Strategic Management process, using articles about current events pulled from reputable sources (e.g., trade journals, newspapers, or magazines such as The Wall Street Journal, The Economist, Business Week, or Forbes) to support your key arguments.

For the Module 1 SLP, find a recent article that provides an example of an organization that appears to be successful (or that has been unsuccessful) in fulfilling its Mission, Vision, Values, or goals. 

Hint: Visit either ProQuest or EBSCO-Business Source Complete in the library. Type “Mission Statements,” “Vision Statements,” “Values Statements,” or “Goals” in the boxes provided. Then, click on “Subject” in the pull-down menu bar next to each. Make sure to click on “Trade Journals,” “Newspapers,” and/or “Magazines.” You will find plenty of sources from which to choose. Your main article(s) for your blog entry must be no older than 12 months. You may, of course, use older sources to support your discussion and analysis; however, the current event article serving as the main focus of your paper must be no more than 12 months old. 

Remember that you are playing the role of a business expert who is blogging in the context of Strategic Management. The key is to convey to the public the importance of the Mission, Vision, and/or Values statements or organizational goals in a Strategic Management context. You will need to provide examples of an organization that has done particularly well (or one that has done poorly) in fulfilling its stated Mission, Vision, Values statements, or its goals.   

SLP Assignment Expectations

  1. The minimum length requirement for this SLP Assignment is 3 full pages (excluding Title and Reference pages), to include 2 scholarly sources. 
  2. Provide an APA-formatted title page. Use the APA 7 Template
  3. The 3 full-pages will include an introduction, body of work with 2 scholarly sources cited to support your work, and a conclusion (that aligns with your purpose statement, summarizes each section, and then wraps up into a final thought).


Pick a passenger Airline carrier based in the United States of America. The Chief Executive Officer (CEO) of this airline has asked you, a renowned Strategic Management expert, to draft a Mission Statement for the company. Your task is to come up with a new Mission Statement and Values Statement that addresses the following: 

Provide a background of the company that you have selected: 

Do some research in the library on the airline industry. Open the Trident University IBIS World document and scroll to the bottom of the page. Visit IBIS World in the Library Databases (an organization well known for conducting industry-level research). Run a search on “Airlines in the U.S.” in the search window. This will lead you to a detailed and industry-specific report. After familiarizing yourself with the airline industry, write your Mission statement. 

Develop a new Mission Statement that: 

  1. States the business the airline is in.
  2. Is creative, informative, and simple. 

Develop a new Values Statement: 

  1. Specify at least five specific core values of the airline.
  2. Use the Mission Statement as a reference point.
  3. State whether the airline is internally focused, externally focused, or both.  An internal focus would be oriented toward employee needs or company profits, while an external focus would be oriented towards the needs of the community (e.g., philanthropy). 

Be creative. Consider the specific target market of the airline (its passengers or the kind of services it offers), and remember that this airline is in competition with other major airlines. 

Assignment Expectations 

To receive full credit for the discussion, you must complete the following: 

  1. Enter a minimum of 3 quality posts: Your own initial/original post of 200 words or more and responses of at least 100 words to 2 classmates. 
  2. Cite at least one source in your initial post.
  3. Provide a References section at the bottom of your original post in APA 7 style. 


The Organization’s Purpose: Mission, Vision, Values, and Goals


Mission, vision, and values statements are vital components of an organization as they give it an identity and a roadmap for its ethical principles, direction, and purpose. A well-articulated mission statement enunciates the organization’s principal purpose and viewpoint. It forms the basis for the aspired identity of a company. It serves as an orientation for employees and, at the same time, influences public perception. It is thus of central importance for both internal and external communication processes. A vision statement provides a clear picture of a company’s future ambitions. A company’s vision specifies its goal that is to be achieved within a certain period of time. It is the basis for goal setting, strategy, and planning. Besides, an organization’s values statement summarizes its cultural norms and ethical principles, acting as a compass for behavior and decision-making. This paper explores the criteria for good mission and vision statements with reference to Microsoft’s mission and vision statements. It also examines the company values statement to pick up insights into its sense of ethics.

Five criteria that comprise good (quality) Mission statements:

  1. Clear purpose: A quality or good mission statement should clearly define the purpose of an organization and indicate the rationale for its existence and what it wants to achieve.
  2. Inspiring: The statement should inspire both internal and external stakeholders and encourage them to align with the company’s core goals and objectives.
  3. Realistic and achievable: It should be a reflection of the company’s capabilities and be genuinely attainable.
  4. Specificity: The mission statement must be specific and unique enough to distinguish the company from others within the sector or industry.
  5. Timelessness: A quality statement is deemed pertinent and valid over time, even as the company progresses.

Five criteria that comprise good (quality) Vision statements:

  1. Alignment: An organization’s vision statement should align with its mission and values.
  2. Challenging: It should be motivating and ambitious, impelling the employees to strive for the company’s greatness.
  3. Clear and concise: The statement should be easily communicated and understood by all stakeholders.
  4. Future-oriented: A quality vision statement should express the company’s ambitions and goals for the future.
  5. Inspiring: It should stimulate and encourage the organization’s stakeholders and workforce to work towards a mutual dream.

Critique of Microsoft’s Mission Statement

The mission of Microsoft Company is “to empower every person and every organization on the planet to achieve more.” Microsoft’s mission statement clearly conveys its core purpose, which is to empower people and organizations through its information technology products. It evokes a sense of motivation and purpose amongst employees and other stakeholders. The statement reflects Microsoft’s present aspirations and capabilities in a practicable manner. It is specific since it differentiates Microsoft from other technology organizations and describes what differentiates it. This mission statement ensures the company remains relevant despite the evolution of the technology landscape.

Critique of Microsoft’s Vision Statement

The vision of Microsoft Company is “to help people and businesses throughout the world realize their full potential.” Microsoft’s vision is future-oriented since it provides a clear picture of its desired future role in the technology industry. The vision aligns with the company’s mission and reflects its commitment to individuals and organizations. It presents ambitious goals that challenge Microsoft to innovate and revolutionize the technological space. The statement is clear and succinct and is easily understandable to all stakeholders. It ignites enthusiasm and passion amongst stakeholders to be part of something extraordinary.

Analysis of Microsoft’s Values Statement

Microsoft values respect, integrity, and accountability. The company recognizes that the feelings, thoughts, and backgrounds of others are as imperative as theirs. They consider themselves ethical, trustworthy, and honest. Microsoft accepts full responsibility for its decisions, actions, and results. Microsoft’s values statement is a reflection of its ethical principles and organizational culture. By scrutinizing the stated values, we get insight into its ethical outlook. For instance, since Microsoft values integrity, transparency, and respect, it implies that it is committed to honest dealings, ethical behavior, and treating individuals impartially. The values statement suggests the company’s sense of ethics and commitment to upholding high standards of conduct in its relations with partners, customers, employees, and the entire community.

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