MissioneBay Inc. has no existing formal mission statement that would describe what their business is all about. In the case study it presented three mission statements found in the annual reports 2005 to 2007. The basis for our analysis however is the latest mission statement coming from the 2007 annual report that states We intend to continue to work toward our mission of creating the worlds leading ecommerce franchise by investing in our core Marketplaces segment and continuing to build our adjacent Marketplaces businesses.

Mission ComponentsIncludedNot includedDescription

Customers -

Products or Services ecommerce franchise

Markets -

Technology

Concern for Survival, Growth and Profitability Leading ecommerce franchise

Philosophy -

Self-Concept Investing in our core Marketplaces segment and continuing our Marketplaces businesses

Concern for Public Image -

Concern for Employees -

Table 1: Analyzing the eBays Mission Statement Based on the Nine Component

Based on our assessment, there are only 3 components present on eBays statement out of the 9 general characteristics usually found in mission statements. eBay emphasized characteristics products or services, concern for survival, growth and profitability

Mission Statement Evaluation

Key VariablesCase FactsEvaluation

Broad in Scopecreating the worlds leading ecommerce franchiseAcceptable

Length (Less than 250 words)

-Acceptable, but too short.

Inspiring

-Not mentioned

Identify the utility of the firms products

-Not mentioned

Reveal that the firm is socially responsible

-Not mentioned

Reveal that the firm is environmentally responsible

-Not mentioned

Include Nine Component

4 out of 9Unacceptable

Reconciliatory

-Unspecified

Enduring

-Unspecified

Therefore, It is clear to say that EBay does not have complete mission statement because of lacking of 5 components mentioned before. In fact, eBay mission statement is too broad and unspecified.