Good mission statements define the major competitive scopes within which company will operate Market-segment scope: The type of market or customers a company will serve Vertical scope: Number of channel levels from raw material to final product and distribution win which a company will participate Geographic ScopeGood Mission Statements define the major competitive scopes within which company will operate Market-segment scope: The type of market or customers a company will serve Vertical scope: Number of channel levels from raw material to final product and distribution win which a company will participate Geographic Scope