Waitrose Mission Statement Evaluation using Ashridge Model

This report provides an in-depth analysis of Waitrose Limited's mission statement using the Ashridge Mission Model. It evaluates the company's current mission, assigning it a score based on the model's criteria. The report identifies areas for improvement, suggesting changes and additions to enhance the mission statement's effectiveness. It also formulates an improved mission statement for Waitrose, incorporating elements such as a defined target region and strategic positioning. The analysis concludes that while Waitrose demonstrates a commitment to British producers, its mission statement achieves only a moderate score, which can be improved through the suggested modifications. Desklib is a platform where you can find similar solved assignments.

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

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Introduction:
The report aims at providing an insight into management of Waitrose Limited in
context of its mission statement. The report with the support of 'Ashridge mission model'
evaluates the company’s mission statement and provides it with a score (Ellis and Miller
2014). The report also adds how changes or additions can help the mission statement in
achieving a better score. There is also formulation of a better mission statement for the
company.
About the Company:
Waitrose represents chain of the British supermarket that helps in shaping the retail
food division of one of the largest employee owned retailer commonly referred as the John
Lewis Partnership (waitrose.com 2018). The company has its head office located in
Berkshire, England. Waitrose has close to 352 branches across United Kingdom that includes
30 little convenience stores with close to 5.1 percent of the market. This makes it stand at the
sixth position amongst the grocery stores of the United Kingdom.
Mission Statement:
The supermarket store follows the mission of championing the British produce
through gradually treading on environment, supporting the responsible sourcing along with
the fair treatment of people (waitrose.com 2018). Waitrose focuses on being powered by the
people and all the partners share profits created through the success.
Evaluation of the Mission Statement Based on 'Ashridge Mission Model'
Target
1. Does the mission describe a goal that the organization strives for?
B. The mission describes one or more concrete goals.

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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
Strategy
3. Does the mission define the work area of the organization?
B. The mission defines in which market the organization is active.
Score: 1
4. 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
Values
5. Does the mission identify values (moral principles), which are of great importance to the
organization?
B. The mission identifies values (moral principles).
Score: 1
6. 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
Behavioral Standards

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7. Does the mission contain behavioral standards that the organization attaches great
importance to?
A. The mission does not contain behavioral standards.
Score: 0
8. 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
Corporate Identity
9. Does the mission reflect the identity of the organization?
B. The mission gives a vague view of what the organization is.
Score: 1
10. Does the mission reflect the desired identity of the organization?
B. The mission briefly describes what the organization wants to be
Score: 1
Thus, the mission statement of the company is seven, which is a moderate score.
Changes Made to the Mission Statement
These include (David, David and David 2014):
Mention of the Target Region: The business should determine the region served best
and pass on the information through a mission statement for a better score. For instance, a
garage limits the target region within the community while a magazine company targets the
whole community

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Inclusion of the criteria for Strategic Positioning: Mission statements should also
include brief description the strategic position of the Waitrose within the market. For
instance, the Supermarket store excels in serving the people of Britain that helps in
maximizing the strategic advantage.
Improved Mission Statement:
The formulated mission is:
“To remain in being highly valued by the clients served and the communities of the
operation including the committed and the loyal staff and the shareholders by being an
innovative and modern company, winning locally and applying the skills globally”
Conclusion:
To conclude one can say although Waitrose Limited remains passionate about
working with the British producers but it scores moderate in terms of its mission statement.
This can however be changed by making certain additions to the mission statement.

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References:
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).
Ellis, J.and Miller, P. 2014. Providing Higher Education in Post-modern Times: what do
university mission statements tell us about what they believe and do?. Research in
Comparative and International Education, 9(1), 83-91.
waitrose.com (2018). [online] Available at:
http://www.waitrose.com/home/inspiration/about_waitrose/the_waitrose_way.html [Accessed
31 May 2018].
waitrose.com 2018 [online] Available at:
http://www.waitrose.com/home/inspiration/about_waitrose.html [Accessed 31 May 2018].