Mission Statements of Major Public Companies

Automotive Missions

Source: 2017 Annual Letter from Chairman and CEO
“To deliver with determination, integrity and accountability.”

Source: “About GM” under “Our Company” on main website
“We envision a future of zero crashes, zero emissions and zero congestion, and we have committed ourselves to leading the way toward this future.”

Source: “Vision&Mission” tab of “Our Company” page of investor relations website
“Nissan provides unique and innovative automotive products and services that deliver superior measurable values to all stakeholders in alliance with Renault.”

Source: “Strategy” page under “Group” on main website
“To become a world-leading provider of sustainable mobility.”

Source: Main page of investor relations website
“Tesla’s mission is to accelerate the world’s transition to sustainable energy.”

Source: “About Us” page of Daimler investor relations website
“Our aim is to shape safely and sustainably the future of mobility.”

Source: “Company Profile” on investor relations website
“We believe in ‘Connecting aspirations’, by offering innovative mobility solutions that are in line with customers’ aspirations….Our mission – across our globally dispersed organisation – is to be passionate in anticipating and providing the best vehicles and experiences that excite our global customers.”

Technology & Web Missions

Source: 2018 (most recent) 10-K Annual Filing, Part I, Item 1, Business Strategy
“The Company is committed to bringing the best user experience to its customers through its innovative hardware, software and services.”

Source: “Company Overview & Strategy” page on investor relations website
“Empower every person and every organization on the planet to achieve more.”

Source: “About Paypal” on main page of investor relations website
“We strive to increase our relevance for consumers, merchants, friends and family to access and move their money anywhere in the world, anytime, on any platform and through any device.”

Source: Main page of investor relations website and all over its website and annual report
“Twitter is what’s happening in the world and what people are talking about right now.”

Old mission statement, but could not find in the current website or most recent annual report:
“To give everyone the power to create and share ideas and information instantly, without barriers.”

Source: “FAQ” page on investor relations website
“Facebook’s mission is to give people the power to build community and bring the world closer together. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”

Source: Alphabet Inc. 2017 10-K Annual Report, Part I, Item 1, Overview, “Access and technology for everyone” and Part I, Item 1, Google, “Serving our users”
“At Google, our mission is to make sure that information serves everyone, not just a few.”
“Google’s mission to organize the world’s information and make it universally accessible and useful has always been our North Star.”

Source: Larry Page’s 2015 letter announcing Alphabet
“Alphabet is about businesses prospering through strong leaders and independence.”

Source: “About IBM” page on investor relations website
“IBMers believe in progress — that the application of intelligence, reason and science can improve business, society and the human condition.”

Source: Amazon Jobs website
“To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”
Source: “Netflix Culture” on investor relations website
“Netflix is better entertainment at lower cost and greater scale than the world has ever seen. We want to entertain everyone, and make the world smile.”

Consumer & Retail Missions

Source: Main page of investor relations website
“We create innovative, must-have products. We build deep, personal connections with consumers. And we deliver an integrated marketplace with compelling retail experiences.“

Source: “Our History” page of investor relations website
“Saving people money so they can live better”

Source: Main page of investor relations website
“We inspire healthy habits for real life”

Source: Sustainability website
“To continually provide our members with quality goods and services at the lowest possible prices.”

Source: Under “Corporate Governance” page of investor relations website, then “Global Code of Business Conduct and Ethics”, under the “Our Code is Grounded in Our Values” tab
“lululemon has sought to elevate the world from mediocrity to greatness by creating transformational experiences for people to live long, healthy, and fun lives.”

Source: Main investor relations website
“Our mission is to create a transformational network that empowers a global conscious community.”

Source: “Company Overview” under “Company Information” on main investor relations website
“All things beauty. All in one place.”

Food & Beverage Missions

Source: “Why Invest in Nestle” tab of investor relations website
“Through enhancing quality of life and contributing to a healthier future, we aim to deliver sustainable, industry‑leading financial performance and earn trust.”

Source: “Story” page on the investor relations website
“Elevate life with every glass raised,” and “Build brands that people love.”

Source: “About Us” page of investor relations website
“Our purpose is to empower people to snack right. We will lead the future of snacking around the world by offering the right snack, for the right moment, made the right way. That means delivering a broader range of delicious, high-quality snacks that nourish life’s moments, made with sustainable ingredients and packaging that consumers can feel good about.”

Source: “The Coca-Cola Company” tab in tiny letters at top of main investor relations website, then “Mission, Vision & Values”
“To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference.”

Source: Main page of investor relations website
“For almost 150 years, Brown-Forman Corporation has enriched the experience of life by responsibly building fine quality beverage alcohol brands.”

Source: “Who We Are” tab of investor relations website
“Bringing people together for a better world…We’re building a company to last, brewing beer and building brands that will continue to bring people together for the next 100 years and beyond.”

Restaurant Missions

Source: Corporate Governance page of the investor relations website
“Stand for something good.”

Source: 2017 (most recent) 10-K Annual Filing, Part I, Item 1, General
“Our objective is to maintain Starbucks standing as one of the most recognized and respected brands in the world…We also believe our Starbucks Global Social Impact strategy, commitments related to ethically sourcing high-quality coffee, contributing positively to the communities we do business in and being an employer of choice are contributors to our objective.”

Source: First line of 2017 Shareholder Letter (PDF)
“To cultivate nourished communities where wholesome food is enjoyed every day.”

Source: “Overview” page under “About Us” on main website
“Restaurant Brands International Inc. is committed to growing the TIM HORTONS®, BURGER KING®, and POPEYES® brands by leveraging their respective core values, employee and franchisee relationships, and long track records of community support.”

Source: “Our Values” page under “About” page of investor relations website
“We are committed to using our scale for good: good for people, for our industry, and for the planet.”

Miscellaneous Missions

Source: “Owner’s Manual” on investor relations website
“Although our form is corporate, our attitude is partnership. Charlie Munger and I think of our shareholders as owner-partners, and of ourselves as managing partners. (Because of the size of our shareholdings we are also, for better or worse, controlling partners.) We do not view the company itself as the ultimate owner of our business assets but instead view the company as a conduit through which our shareholders own the assets….In line with Berkshire’s owner-orientation, most of our directors have a significant portion of their net worth invested in the company. We eat our own cooking…Our long-term economic goal (subject to some qualifications mentioned later) is to maximize Berkshire’s average annual rate of gain in intrinsic business value on a per-share basis.”

Source: “Purpose, Vision, Values, and Mission” under “Our Company” tab of investor relations website
Connect People to what’s important in their lives through friendly, reliable, and low-cost air travel.

Source: “Business Principles” under the “About Us” tab of the investor relations website
“The strength of our company has allowed us to always be there for our clients and communities – in good times and in bad times – and this strength enables us to continually invest in building our businesses for the future.”

Source: “What We Do” under “About Us” on the investor relations website
“Shell is an international energy company that aims to meet the world’s growing need for more and cleaner energy solutions in ways that are economically, environmentally and socially responsible.”

Source: Main page of investor relations website
“The Industrial Internet of Things is the next great wave of productivity, one that GE is uniquely positioned to lead. GE today is a digital industrial company.”

Source: 2017 Corporate Social Responsibility Report, Overview
“At Sherwin-Williams we are committed to protecting and developing our greatest assets: our employees, our facilities and the communities where we live and operate. We provide our customers with innovative solutions and products to transform and protect the world around us.”

Source: “About” page on investor relations website
“To improve people’s lives, the planet and our company’s performance by transforming renewable resources into products people depend on every day.”

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