How do firms determine what their aims should be?

Firms will base their mission statements on :

•  the way that they will make money, their purpose.
• The type of market they are in and its current circumstances, which can change the businesses aims depending the situation in that market, if its in a state of growth or decline.
•  What the the current trends are / whats in season.
• What the owner/s of the business wish to achieve.
• Whether the business wants to focus on the quality of it's products or service.