Heinz's Mission and Mission Statement

Business planning is the key to success. Therefore, the mission and the mission statement are useful tools for brand managers. As we saw during the first class, the mission is the identification of the area in which the company wants to be active, the needs they want to fulfill and how they manage to do it. For instance, let’s look at the Heinz Company. They recently modified strategy by defining new program areas. Nowadays, nutrition is not the only field in which Heinz wants to be active, but also diversity and healthy communities. In doing such a change in its strategy, Heinz identified new markets and new goals for them such as health, education, etc.

The mission statement of a company includes the strategic choices and the vision of the future. For instance, 4 elements should take part of the mission statement: the objective, the strategy, the values and the rules of conduct.

Heinz’s mission statement is the following: «As the trusted leader in nutrition and wellness, Heinz – the original Pure Food Company – is dedicated to the sustainable health of people, the planet and our Company». Heinz use strategic positioning by mentioning its position relative to other companies. The company clearly positions itself at the top.

Also, Heinz dedicates an entire page on its website to explain in details the values of its company. Team building and collaboration, innovation, vision, results and integrity are all put forward. These values and their description position the company at an ideal place in the mind of the target groups.

To sum up, even if a product or a company has everything to succeed, planning underlies everything in order to achieve success.

Heinz Website: http://www.heinz.com/our-company/about-heinz/mission-and-values.aspx

SOPHIE MARCOUX