If you are starting a new business then what you require more is your business plan. Have you done that? When I say "business plan", I mean what we prepare for our growth and what we submit it to the bank to get a loan. Secondly, the industry in which you would like enter is dated one. There are well-established players and standing out from the crowd will be a huge challenge. Howsoever powerful your values or vision/mission may be it does not help you stand out in an industry whose lustre has worn out.
Anyway click the following links to read my replies of past posts which will be helpful to you anyway:
Strategic Marketing Plan
From India, Bangalore
Value , vision, mission statement is very important.these can be very well defined provided one knows the complete concept of the business, its prospective customers,and competitors in the market.
More importantly a business needs a fool proof plan to be laid out & can be implemented with an ease.
Out of this business plan coupled with your business strategy and Policies in that respect will fetch you the vision and mission statements.
When we say we can provide x service to customer it needs to be supported with strong commitment backed up by the credentials of the organisation and its continuous efforts towards keeping the customer satisfied consistently. While Value of your services is when it exceeds customer satisfaction and having the edge over your existing customers.
From India, Vadodara