Sample Essay

A Mission Statement sets the overall direction or broad strategic objectives of an organization and is shared with employees, stake holders and customers. It sets the roadmap for an organization and guides its purpose. The mission statement of Toys R Us is as follows

“We believe our business is built one customer at a time, and we are committed to making each and every customer happy. Our goal is to be the “Worldwide Authority on Kids, Families and Fun” (, 2003).

Kotler & Keller identify succinctness, meaningfulness and memorableness as three attributes in a good mission statement (2008). Toys R Us’ mission displays these three characteristics in it. It also shows the corporation’s aim to position itself in the minds of its customers. It shows the corporation’s commitment towards valuing its customer-base and its efforts to become an authority on fun filled experiences for children and parents through its product offerings.

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