Evaluation of Lidl's Mission Statement and Suggestions for Improvement

This article evaluates Lidl's mission statement using the Ashridge Mission Model and suggests improvements for a better score. The new mission statement includes values, target region, and strategic positioning. The article also discusses the importance of a mission statement for defining a company's principles and day-to-day operations.

Running head: MANAGEMENT
Management
Name of the Student:
Name of the Author:
Author Note:

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About the Company:
Lidl is one of the Supermarket store located in United Kingdom (UK) that is known
for its lower price and quality product (lidl.co.uk 2018).
Mission Statement:
The mission statement of Lidl is mentioned as follows(lidl.co.uk 2018).
 Aims at delivering inimitable customer satisfaction
 Aims to provide market leading quality and value through constant innovation and the
optimization of the efficient process driven by the technology and the people
 Aims at the maintenance of the sustainable relationship with business partners in
making positive contribution towards the local communities
 Aims at achieving long-term success by means of investment in the development,
training and recruitment of the people
Evaluation of Mission Statement through 'Ashridge Mission Model'
The Context of Target
1. Does the mission describe a goal that the organization strives for?
B. The mission describes one or more concrete goals.
Score: 1
2. Does the mission refer to the target groups (customers, staff and shareholders) of the
organization?
B. The mission refers to one or more target groups.
Score: 1
The Context of Value

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3. Does the mission identify values (moral principles), which are of great importance to the
organization?
B. The mission identifies values (moral principles).
Score: 1
4. Does the mission focus on the relationship between the values on the one hand and the goal
and the strategy on the other?
B. The mission has coherence between values and goal / strategy
Score: 1
The Context of Strategy
5. Does the mission define the work area of the organization?
C. The mission defines the activities of the organization.
Score: 2
6. Does the mission describe the way in which the organization positions itself?
A. The mission does not describe the way in which the organization positions itself.
Score: 0
The Context of Corporate Identity
7. Does the mission reflect the identity of the organization?
B. The mission gives a vague view of what the organization is.
Score: 1
8. Does the mission reflect the desired identity of the organization?

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B. The mission briefly describes what the organization wants to be
Score: 1
The Context of Behavioral Standards
9. Does the mission contain behavioral standards that the organization attaches great
importance to?
A. The mission does not contain behavioral standards.
Score: 0
10. Does the mission consider the relationship between the standards of conduct on the one
hand and the strategy and values on the other?
A. There is no correlation between standards of conduct and strategy / values in the mission.
Score: 0
By observing the scores in the various contexts, it can be said that the mission
statement of the company stands at moderate score of 8.
Changes Incorporated to Mission Statement for Better Score
This includes:
Portrayal of the Vision: Adding the values of Lidl to the mission might help in
enhancing the score (David, David and David 2014). The values included as a part of the
company value includes efficiency, eco-consciousness and customer service. Values
important for a firm since it help in defining the principles of the day to day operation.
Mention of the Target Region: The business should identify the region of its best
service and deliver such information through the mission statement for better score

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Addition of the Concept of Strategic Positioning: Mission statements should also
add short description about strategic position of Lidl within market of its operation (Babnik et
al. 2014). This might also help in assigning a better score.
The New Mission Statement:
‘To remain the first choice of the consumer's for the food, delivery of outstanding
quality products along with a greater service at competitive cost by adoption of faster and
simpler means’

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References:
Babnik, K., Breznik, K., Dermol, V. and Trunk Sirca, N., 2014. The mission statement:
organisational culture perspective. Industrial Management & Data Systems, 114(4), pp.612-
627.
David, M.E., David, F.R. and David, F.R., 2014. Mission Statement Theory and Practice: A
Content Analysis and New Direction. International Journal of Business, Marketing, &
Decision Science, 7(1).
lidl.co.uk (2018). [online] Available at: https://www.lidl.co.uk/en/index.htm [Accessed 29
May 2018].
lidl.co.uk (2018). [online] Available at: https://www.lidl.co.uk/en/Vision-and-Mission-
Statement-13338.htm [Accessed 29 May 2018].