A mission statement “describes the firm’s product, market, and technological areas of emphasis, and it does so in a way that reflects the values and priorities of the firm’s strategic decision makers.” (Pearce & Robinson, 2015, pg.23). In order to fulfill a strong statement, it is helpful to follow the steps in formulating a mission statement, which I will include in my first strategy. Finding the right mission statement will serve as a guide for all short and long term decisions, for it follows the company’s ultimate beliefs, desires, and aspirations. Although there is no clear mission statement for Blue Bell, they have come up with several slogans such as:
• Blue Bell’s the best ice cream in the country.
• We eat all we can then sell the rest.
• Blue Bell’s better by a country’s smile.
• We’re cranky about flavor.
• Cows think Brenham’s heaven.
• We took the yuk out of yogurt.
• Have yourself a Blue Bell country day.
• Blue Bell tastes just like the good old days.
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• Blue Bell is the state ice cream of Texas.
My personal favorite is “Blue Bell tastes just like the good old days”, for it is what I grew up singing to during television commercials. Blue Bell emphasizes on the memories it wants to share and leave with the customer, which is why it would be important for the company to establish a mission statement.
Although they have no mission statement, I found a quote that could be used to develop one. This quote was located on the Blue Bell website, under the “Our History” tab. They first mention how local farmers established the creamery. Then they credit themselves for how they have grown and distributed into 23 states. Towards the end, reads a the statement:
No matter how much the market grows, quality standards never change and are never diluted or compromised. That's why, people who are lucky enough to live where they can buy Blue Bell Ice Cream, say it's "the best ice cream in the country.
(Blue Bell,