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Formulating-Vision-and-Mission-Statements (1)

The document outlines the vision and mission statements of Apple, emphasizing the importance of having clear and comprehensive statements that define an organization's purpose and aspirations. It discusses the process of developing these statements, the benefits they provide, and the characteristics of effective mission statements. Additionally, it highlights the need for stakeholder consideration and social responsibility in crafting mission statements.

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Jeva, Marrian Jane Nool
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18 views

Formulating-Vision-and-Mission-Statements (1)

The document outlines the vision and mission statements of Apple, emphasizing the importance of having clear and comprehensive statements that define an organization's purpose and aspirations. It discusses the process of developing these statements, the benefits they provide, and the characteristics of effective mission statements. Additionally, it highlights the need for stakeholder consideration and social responsibility in crafting mission statements.

Uploaded by

Jeva, Marrian Jane Nool
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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VISION STATEMENT OF APPLE

To make the best products on


earth and to leave the world better
than we found it
Clear business
vision

Comprehensive
mission statement
MISSION STATEMENT

• Statement of the purpose


• A declaration of an organization’s
reason for being
MISSION STATEMENT IS ALSO
CALLED
• Creed statement
• Statement of purpose
• Statement of philosophy
• Statement of beliefs
• Statement of business principles
• “Defining our business”
MISSION STATEMENT OF APPLE

To bring the best user experience


to customers through innovative
hardware, software, and services.
VISION VS
MISSION
VISION AND MISSION
Great benefits can be achieved if an
organization:

q Systematically revisits their vision


and mission statement
q Treats them as living documents
q Considers them to be an integral
part of the firm’s culture
VISION AND MISSION

Shared vision creates


commonality of interests
Developing Vision and Mission

Participation by as many managers


as possible is important in
developing these statements
because through involvement people
become committed to an
organization.
Steps to Developing
Vision and Mission
1. Have managers read related articles
Statements
2. Have managers prepare a vision and
mission statement for the organization
3. Merge the documents into one and
distribute
4. Gather feedback from managers
5. Meet to revise the final document
IMPORTANCE AND BENEFITS OF
VISION ANDofMISSION STATEMENTS
Unanimity
purpose
1 Resource
Focal point of
individuals
Allocation 4
2 Establishment of work
5
Establishment of structure
3 Culture
5 Basis of assessment
and
control
Divergent views can be
revealed and resolved
through the process.
A Declaration of Attitude
A mission statement is more than just a
statement of specific details; it is a
declaration of attitude and outlook.
A good mission statement A mission statement needs
allows for the generation to be broad to effectively
and consideration of range r e c o n c i l e di f f e r e n c e s t o
of feasible alternatives appeal to various and
without unduly stifling diverse stakeholders.
management creativity.
A Customer Orientation

A good mission statement


describes an organization’s
purpose, customers, products or
services, markets, philosophy and
basic technology.
According to Vern McGinnis,
a mission statement should:
1. Define what an organization is and what an
organization aspires to be.
2. Limited enough to exclude some ventures but broad
enough to allow creative growth
3. Distinguish an organization from others
4. Serve as a framework for evaluation current and
prospective activities
5. Stated in sufficiently clear terms to be understood all
throughout the organization.
§ Do not offer me things.
§ Do not offer me clothes. Offer me attractive looks.
§ Do not offer me shoes. Offer me comfort for my feet and
pleasure of walking.
§ Do not offer me house. Offer me security and comfort.
§ Do not offer me books. Offer me hours of pleasure and
benefit of knowledge.
§ Please, do not offer me things.
A Declaration of Social Policy
Social issues mandate that
strategists consider not only what
organization owes to its various
stakeholders but also what
responsibilities the f i r m h a s t o
customers, environment,
communities and other groups.
Mission Statement Components

Customers Technology Self-concept

Survival,
Products or Growth, Public Image
Services Profitability

Markets Philosophy Employees


Characteristics of a Mission
Statement
Broad in scope Reveals the firm is
1 environmentally
Less than 250
words
5 responsible
Includes the nine
2
6
components
Inspiring
3 Identify the utility of
7
Reveals the firm is firm’s products
4
socially responsible
8 Enduring
SEATWORK
On a piece of yellow paper, write
your vision (what you aspire to
achieve or become in the future)
and mission (purpose, what you
do, and why you exist).
GROUP ACTIVITY
Find at least 5-10 vision and
mission statements of companies.
Present to the class why you have
chosen those vision and mission
statements.

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