Microsoft Corporation’s Vision Statement & Mission Statement (An Analysis)

Microsoft Corporation vision statement, mission statement, case study, corporate analysis, computer hardware software, pros, cons, recommendations
A Microsoft building in the European Union. Microsoft Corporation’s vision statement and mission statement are highly similar and need improvement through the inclusion of more details. (Photo: Public Domain)

Microsoft Corporation’s success as a global computer technology company is founded on the fulfillment of its mission statement and vision statement. The vision statement directs the development of the business toward a desired future condition. Microsoft’s vision statement includes what the company can do for individual and organizational customers. On the other hand, a company’s mission statement presents the general strategic approach to grow the business and reach the corporate vision. Microsoft’s mission statement specifies what the business aims to do to empower its customers. In this case, the corporate mission is strongly aligned with the vision statement.

Microsoft’s vision statement and mission statement emphasize empowerment that the company’s products can provide to its customers. In this case, the corporate mission statement directly reflects the corporate vision statement of Microsoft’s computer and software business.

Microsoft’s Vision Statement

Microsoft Corporation’s vision statement is “to help individuals and businesses realize their full potential.” This vision statement is based on the value of the company’s computer technology and software products. Microsoft’s vision statement has the following significant components:

  1. Individuals and businesses
  2. Help realize
  3. Full potential

The first component of the vision statement partly defines Microsoft’s target market. For example, instead of selling software products to individual customers only, the company also sells its products to organizations. The second component of Microsoft’s corporate vision statement shows what the business intends to do. For instance, the company aims to provide products that assist customers toward the achievement of their full potential, which is specified in the third component of the corporate vision. Thus, Microsoft’s vision statement presents the target market, what the company’s technology products do, and what customers can achieve through such products.

Microsoft’s Mission Statement

Microsoft Corporation’s mission statement is “to empower every person and every organization on the planet to achieve more.” This mission statement reflects the company’s vision statement on its computer technology and software business. The following components are significant in Microsoft’s mission statement:

  1. Empower
  2. Every person and every organization on the planet
  3. To achieve more

The first component of the corporate mission shows what Microsoft’s products can do for customers. For example, such empowerment can take the form of speedy processing in offices and enhanced information access in homes. The second component of Microsoft’s mission statement specifies the target market, which in this case involves all individuals and organizations worldwide. The company’s mission statement also specifies that its computer technology and software products benefit customers in terms of achieving more. Thus, Microsoft’s mission statement is highly similar to the company’s vision statement, although the corporate mission puts more emphasis on the practical benefit of achieving more.

Microsoft Corporation’s Mission & Vision Statements – Analysis & Recommendations

Microsoft’s vision statement shows the company’s target market and product value. However, the vision is lacking in details to effectively guide the organization’s development. Vision statements must include details on a desired future situation of the organization. However, in Microsoft’s case, the corporate vision does not contain such details. Thus, as a recommendation, the company must revise its vision statement to include information about where the business is heading. For example, Microsoft’s vision statement can present information about its target market leadership for a specific set of computer technology and software products.

Microsoft’s mission statement presents the global market scope of the business and a general idea about the benefit of the business to its customers. However, such information is still not clearly defined to represent the business. Mission statements must provide a general idea about the strategic direction of the business, or about what the organization wants to achieve. In this case, Microsoft’s corporate mission needs improvement. As a recommendation, the company can improve its mission statement by including how the organization will achieve its corporate vision. For example, in terms of growing its computer technology and software business, Microsoft can specify rapid innovation in computing networks and related products. Also, to improve the mission statement, information about Microsoft’s generic strategy may be included.

References
  • Babnik, K., Breznik, K., Dermol, V., & Trunk Sirca, N. (2014). The mission statement: organisational culture perspective. Industrial Management & Data Systems114(4), 612-627.
  • Ekpe, E. O., Eneh, S. I., & Inyang, B. J. (2015). Leveraging Organizational Performance through Effective Mission Statement. International Business Research8(9), 135.
  • Grünig, R., & Kühn, R. (2015). Stakeholder Analysis and Revising the Mission Statement. In The Strategy Planning Process (pp. 77-83). Springer Berlin Heidelberg.
  • King, D. L., Case, C. J., & Premo, K. M. (2014). Does Company Size Affect Mission Statement Content? Academy of Strategic Management Journal, 13(1), 21.
  • Kirkpatrick, S. (2016). Build a Better Vision Statement: Extending Research with Practical Advice. Rowman & Littlefield.
  • Microsoft Corporation, Form 10-K.
  • Williams Jr., R.I., Morrell, D.L., & Mullane, J.V. (2014). Reinvigorating the mission statement through top management commitment. Management Decision52(3), 446-459.