A company’s mission:

a. Is to make a profit that will please shareholders.

b. Concerns “what our business will be five years from now and how will we have to change.”

c. is defined by the buyer needs it seeks to satisfy, the customer groups and market segments it is endeavoring to serve, and the resources and technologies that it is deploying in trying to please its customers.

d. Describes what business model the company will use to get where it wants to go.

e. Addresses “where we are going and how will we get there.”