A mission statement explains what the company does and why it exists. Vision statement outlines where the company wants to go in the future and what it aims to achieve long$-$term $($Dess et al$.,2023).$

For this discussion I decided to focus on Ulta Beauty's mission and vision statements.

Ulta's mission statement is: "Every day, we use the power of beauty to bring to life the possibilities that lie within each of us $-$ inspiring every guest and enabling each associate to build a fulfilling career"$($Ulta Beauty, $2023).$

Ulta's vision statement is: $"$To be the most loved beauty destination of our guests and the most admired retailer by our Ulta Beauty associates, communities, partners, and investors" $($Ulta Beauty, $2023).$

Ulta Beauty's mission and vision statements are effective because they are aligned with strategic management principles discussed in the book by Dess et al$.(2023).$ The mission focuses on actionable and everyday impacts. The vision sets long$-$term goals that help inspire and keep stakeholders aligned. These statements are descriptive and help guide Ulta's strategic direction while also helping to create a competitive advantage by fostering competitive advantage, customer loyalty, and stakeholder engagement.