Mission

The mission of Procter & Gamble:

"We will provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come.
As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper."
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This mission clearly defined what the company currently does
The long term vision
Their competitive advantage
The ideals of the firm