The mission and goal of the company, also known as the business direction of the enterprise, refers to what activities the enterprise will engage in and what users and markets it will serve for a long period of time. It involves the business scope of an enterprise and its position in the whole social division of labor, which is a sign that this enterprise is different from other types of enterprises.

The mission of the company must be translated into the specific goals of all management and departments. The most common goals are profitability, sales growth, market share expansion, risk diversification and innovation. In order to be easy to adopt, organizational goals should be hierarchical, quantitative, realistic and coordinated.