1. customers
2. products or services
3. markets
4. technology
5. concern for survival, growth and profitability
6. philosophy
7. self-concept
8. concern for public image
9. concern for employees
According to Fred David, while vision tells "what do you want to become", mission tells "what is your business". A mission is a declaration of attitude and outlook.
Hence, if for instance a mission statement will pronounce that it is a Filipino-owned company intended to serve the general Filipino society~~in essence, the firm is designed to serve the Filipino citizens, adhere to Filipino customs, practices and will employ or encourage Filipino entrepreneurship for that matter.
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