Mission is a fundamental concept in strategic management because it explains the basic reason for an organisation’s existence and provides direction for its activities. It communicates what the organisation seeks to accomplish, whom it intends to serve, what it provides, and the broad values that guide its operations. A mission gives an organisation a clear identity and helps management formulate appropriate strategies. It acts as a link between the organisation’s purpose, objectives, strategies and day-to-day decisions. A mission can be defined as a broad statement describing the organisation’s fundamental reason for existence and its role in society. It identifies the organisation’s present business and the needs it seeks to satisfy. For example, a company may state its mission as providing affordable and reliable products to customers through innovation and efficient operations. Such a statement tells employees and stakeholders what the organisation does and the value it intends to create. In strategic management, a mission is more specific than a general philosophical idea. It provides a framework within which strategic decisions are made. Managers can use the mission to determine which businesses to enter, which markets to serve, what products or services to develop and which activities should receive organisational resources. Thus, mission serves as a guiding principle for strategy formulation and implementation. Mission and purpose are closely related but they are not identical. Purpose refers to the fundamental reason why an organisation exists. It answers the basic question, “Why does the organisation exist?” Purpose is generally broader, more enduring and philosophical in nature. It reflects the organisation’s fundamental contribution to customers, society or other stakeholders. For instance, the