i. Evaluation of mission statement We believe: Consumers are our lifeblood, the center of the doughnut. There is no substitute for quality in our service to consumers. Impeccable presentation is critical wherever Krispy Kreme is sold. We must produce a collaborative team effort that is unexcelled. We must cast the best possible image in all that we do. We must never settle for "second best;" we deliver. for “second best;" we deliver on our commitments. We must coach our team to ever-better results Components: Consumers (1) are our lifeblood, the center of the doughnut (2). There is no substitute for quality in our service to consumers. Impeccable presentation is critical (7) wherever Krispy Kreme is sold. We must produce a collaborative team effort that is unexcelled (6). We must cast the best possible image in all that we do (8). We must never settle for "second best;" we deliver on our commitments. We must coach our team (9) to ever-better results. (5) Legends Components 1.Customers Consumers 2. Product or services doughnut 5.Concern for survival, growth and profitability. ever-better results 6. Philosophy produce a collaborative team effort 7. Self-concept Impeccable presentation is critical 8. Public image cast the best possible image 9. Employees coach our team ii. Conclusion of analysis Mission statement of Krispy Kreme Doughnuts is not good since components of a good mission statement is lacking in some points like; (3) Markets: Where does the firm competes is not mentioned. (4) Technology – They have not mentioned any details about the technology. The mission statement is also constructed in a very flowery manner and does not fully answer the question so that we decided to propose a new mission statement. Nine Mission Statement Legends 1.Customers: Who are the firms' customers? 2. Product or services: What are the firms' products and services? 3. Markets: Geographically, where does the firm compete? 4. Technology – Is the firm technologically current? 5. Concern for survival, growth and profitability? – Is the firm/company committed to growth and financial soundness? 6. Philosophy – What is the basic values, belief, values, aspirations and ethical priorities? 7. Self concept – What is the firm's distinctive competence or major competitive advantage? 8. Public image - is the firm responsive to social, community and environmental concerns? 9.employees - are employees a valuable asset of the firm?