Future$-$oriented:

$$ Explanation: The statement sets a clear future goal for West Pack, South Africa to become the leading retail destination in Southern Africa.

$$ Correlation: It describes a desired future state that the company aims to achieve.

Inspiring and Motivational:

$$ Explanation: It aims to inspire employees, customers and stakeholders by setting a high standard of excellence and impact.

$$ Correlation: The ambition to lead the market and make a positive impact motivates and encourages everyone involved to strive for these goals.

Clear and Concise:

$$ Explanation: The statement is straightforward and easy to understand.

$$ Correlation: It clearly communicates the company$$s aspirations without unnecessary complexity.

Reflects Core Values:

$$ Explanation: It emphasises key values such as exceptional value, customer satisfaction, and social and environmental responsibility.

$$ Correlation: These values are central to the company$$s identity and guide its actions and decisions.

Ambitious yet Achievable:

$$ Explanation: It sets an ambitious goal that is challenging but attainable with strategic effort and commitment.

$$ Correlation: The vision is bold, aiming for market leadership and positive impact, but it is also realistic given the company$$s capabilities and resources.

$3\mathrm{.}4$ Explain the purpose and key characteristics of a mission statement. $(10)$