Unit 02

Ministry of Higher Education
Dunya University
Faculty of Economics
Business Administration Department
Strategic Management
PREPARED BY: HABIB BEHZAD
Unite 02
Vision, Mission, Value and Objectives
Vision Statement
What is a Vision Statement?
• A vision statement is a business document that states the
current and future objectives of an organization.
• In short, a vision statement describes the desired future

state of a business within a 5-10 year timeframe and
guides the direction of the business's efforts.
Characteristics of a great vision statement:
7 steps to write your company's vision statement
1. Identify important stakeholders 3. Answer foundational company questions

• What is our organization’s main purpose?
• Investors
• What are our company’s main strengths?
• Board members
• What are our company values?
• Partner organizations
• How do we want to make a difference as a company?
• Different customer personas
• What is our vision for our company culture?
• Employees
• What are our most ambitious goals?
• Shareholders
• What impact do we want our company to have on the world?
• What are our company wants? What about company needs?
2. Start with a list of keywords 4. Sort your answers by importance

5. Write your company's vision out long form
6. Step back and evaluate
• Is it ambitious enough?
• Is it too ambitious?
• Does it accurately reflect your organization?
• Does it make sense?
7. Write your final vision statement

Write your own vision:
Vision statement examples
Google:
To significantly improve the lives of as many people as possible.
Amazon
To be Earth’s most customer-centric company, where customers
can find and discover anything they might want to buy online.
Mission Statement
What is a Mission Statement?
• A mission statement is a precise statement that defines
what a company does and what purpose it serves.
• A mission statement is used by a company to explain, in
simple and concise terms, its purpose(s) for being.
• A mission statement summarizes why a business exists
and helps a company respond to change and make
decisions that align with its vision.
Steps of Writing Mission Statement:
Step 1: Gather Information, Form a Planning Team and Organize a Meeting
Step 2: Define Whom the Organization Serves
Step 3: Clarify What the Organization Does
Step 4: Explain Why the Organization Does What it Does
Step 5: Describe How the Organization Delivers Products and Services
Step 6: Write the Mission Statement
For writing your Mission Statement of your Organization,
answer the following question carefully:
1. What product or service you are providing?
2. Who are your costumers?

3. What is your scope and in which geographical area you will do your business?
4. Which types of modern technologies are you using?
5. What beliefs, values, aspirations and fundamental moral priorities govern this
organization?
6. What competitive advantages do you have then other companies?
7. How much do you care about the comfort, satisfaction and wishes of your
employees?
8. To what extent is your organization sensitive to social issues and does it care about
the society's mental image of its performance?
9. How much attention is paid to survival, growth and profitability?
By considering the above question and careful answers, now right your
own Mission Statement.
Your Mission Statement:

Mission Statement Examples:
1. Google: Google’s mission is to organize the world’s information and
make it universally accessible and useful.
2. Meta: Giving people the power to build community and bring the
world closer together.
3. Microsoft: To empower every person and every organization on the

planet to achieve more.
4. Tesla: Accelerating the world’s transition to sustainable energy.

The difference between a mission statement and a vision
statement is that:
“A mission statement focuses on a company’s

present state while a vision statement focuses on
a company’s future”
Values Statement
What is value statement?
• Value statement is the core, guiding principles of an
organization; they define what a company believes in and
how people in the organization are expected to behave—
with each other, customers, vendors and other
stakeholders.
• A values statement is, in essence, the moral direction of

the organization that guides how it works, makes
decisions and takes action.
How to define your companies Value?
Defining your company values statements requires a close examination of
your organization’s culture and vision. Think deeply about how to use your
values to illustrate what your company hopes to achieve and represent.
Consider these guidelines when establishing your company core values:
Here are more examples with more traditional values:
Values of some Famous Companies:
Facebook: LinkedIn
• Be Bold • Members first.
• Focus on Impact • Relationships matter.
• Move Fast • Be open, honest and constructive.
• Be Open • Demand excellence.
• Build Social Values • Take intelligent risks.
• Act like an owner.
Strategic Goals and
Objectives
What is Strategic Goals:
• Strategic goals are high-level objectives that define the

vision and overall business strategy of a company.
• They represent a set of objectives that outline the most
desired business outcomes a company wants to achieve for
a given period.
• Strategic goals are formulated after analyzing the current
business environment of a company and addressing
potential opportunities for growth.
Characteristics of Strategic Goals:
How to Set Strategic Goals in 4 Steps?
• Understanding Organizational Strength.
• Making your goals SMART.
• Breaking down strategic objectives into more granular ones.
• Aligning company and team objectives with the strategy and
continuously monitoring the progress.
What are Strategic Objectives?
• Strategic objectives are often one of the most challenging
components of a strategic plan. They create the bridge between
your big, bold vision and the annual goals needed to achieve it.
Business Goals vs Business Objectives
Project Goals and Objectives Template
Goal
S What? When?
Where? Which?
Specific Who? And Why?
Metrics and
M milestones. How
much? And what
Measurable percentage?
Do you have the
A skills and tools to
accomplish this
Achievable objective?
R Does it fit with

your overall
organizational
Relevant objectives?
T Having clear
deadline
Time bound (clear startend)
Objective
01
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Ministry of Higher Education

• In short, a vision statement describes the desired future

1. Identify important stakeholders 3. Answer foundational company questions

2. Start with a list of keywords 4. Sort your answers by importance

7. Write your final vision statement

1. What product or service you are providing?

2. Who are your costumers?

4. Which types of modern technologies are you using?

Your Mission Statement:

3. Microsoft: To empower every person and every organization on the

4. Tesla: Accelerating the world’s transition to sustainable energy.

“A mission statement focuses on a company’s

• A values statement is, in essence, the moral direction of

• Strategic goals are high-level objectives that define the

R Does it fit with

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