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    The Business Vision and Mission: Chapter Two

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    Eni Gma
    The document discusses the importance of developing clear vision and mission statements for an organization. It provides examples of effective vision and mission statements and outlines their key characteristics and components. An effective vision statement should concisely describe what the organization wants to become while the mission statement defines the organization's business and whom it serves. Together, well-crafted vision and mission statements can help guide strategy and ensure all employees are working towards common goals.

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    The Business Vision and Mission: Chapter Two

    Uploaded by

    Eni Gma
    17 views24 pages
    The document discusses the importance of developing clear vision and mission statements for an organization. It provides examples of effective vision and mission statements and outlines their key characteristics and components. An effective vision statement should concisely describe what the organization wants to become while the mission statement defines the organization's business and whom it serves. Together, well-crafted vision and mission statements can help guide strategy and ensure all employees are working towards common goals.

    Original Description:

    Strategic Management

    Original Title

    SM-2C

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    The document discusses the importance of developing clear vision and mission statements for an organization. It provides examples of effective vision and mission statements and outlines their key characteristics and components. An effective vision statement should concisely describe what the organization wants to become while the mission statement defines the organization's business and whom it serves. Together, well-crafted vision and mission statements can help guide strategy and ensure all employees are working towards common goals.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    17 views24 pages

    The Business Vision and Mission: Chapter Two

    Uploaded by

    Eni Gma
    The document discusses the importance of developing clear vision and mission statements for an organization. It provides examples of effective vision and mission statements and outlines their key characteristics and components. An effective vision statement should concisely describe what the organization wants to become while the mission statement defines the organization's business and whom it serves. Together, well-crafted vision and mission statements can help guide strategy and ensure all employees are working towards common goals.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 24

    o

    The
    Business
    Vision
    and
    Mission

    What Do We Want to Become?


    A vision statement should answer the basic
    question, What do we want to become?

    2-2

    What Do We Want to Become?


    The vision statement should be short, preferably one sentence,
    and as many managers as possible should have input into
    developing the statement.

    2-3

    Vision Statement Examples

    2-4

    What Is Our Business?


    Mission statement
    a declaration of an organizations reason for being.
    answers the pivotal question What is our

    business?
    essential for effectively establishing objectives and

    formulating strategies

    2-5

    Mission Statement
    reveals what an organization wants to be and whom
    it wants to serve
    Also called a creed statement, a statement of
    purpose, a statement of philosophy, a statement of
    beliefs, and a statement of business principles

    2-6

    A Comprehensive Strategic-Management Model

    2-7

    Vision versus Mission


    Shared vision creates a commonality of interests that
    can lift workers out of the monotony of daily work and
    put them into a new world of opportunity and
    challenge.

    2-8

    The Process of Developing Vision and


    Mission Statements
    Select several articles about these statements and ask

    all managers to read these as background information.


    Ask managers themselves to prepare a vision and

    mission statement for the organization.


    Merge these statements into a single document and

    distribute the draft statements to all managers


    Process should create an emotional bond and sense

    of mission between the organization and its employees


    2-9

    Importance of Vision and Mission


    Statements

    1. To ensure unanimity of purpose within the organization


    2. To provide a basis, or standard, for allocating organizational
    resources
    3. To establish a general tone or organizational climate
    4. To serve as a focal point for individuals to identify with the
    organizations purpose and direction
    5. To facilitate the translation of objectives into a work
    structure
    6. To specify organizational purposes

    2-10

    Characteristics of a Mission
    Statement
    First, a good mission statement allows for the
    generation and consideration of a range of feasible
    alternative objectives and strategies without unduly
    stifling management creativity.
    Second, a mission statement needs to be broad to
    reconcile differences effectively among, and appeal to,
    an organizations diverse stakeholders

    2-11

    Characteristics of a Mission
    Statement
    Stakeholders
    include employees, managers, stockholders, boards
    of directors, customers, suppliers, distributors,
    creditors, governments (local, state, federal, and
    foreign), unions, competitors, environmental
    groups, and the general public.

    2-12

    Benefits of Having a Clear Mission and


    Vision

    2-13

    A Customer Orientation
    A mission statement should:
    define what the organization is and what the organization aspires
    to be
    be limited enough to exclude some ventures and broad enough to
    allow for creative growth
    distinguish a given organization from all others
    A mission statement should also:
    serve as a framework for evaluating both current and prospective
    activities
    be stated in terms sufficiently clear to be widely understood
    throughout the organization
    2-14

    A Customer Orientation
    A good mission statement reflects the anticipations of
    customers.
    The operating philosophy of organizations should be to
    identify customers needs and then provide a product
    or service to fulfill those needs.

    2-15

    Mission Statement Components


    1. CustomersWho are the firms customers?
    2. Products or servicesWhat are the firms major products or
    services?
    3. MarketsGeographically, where does the firm compete?
    4. TechnologyIs the firm technologically current?
    5. Concern for survival, growth, and profitabilityIs the firm
    committed to growth and financial soundness?
    6. PhilosophyWhat are the basic beliefs, values, aspirations,
    and ethical priorities of the firm?
    7. Self-conceptWhat is the firms distinctive competence or
    major competitive advantage?

    2-16

    Mission Statement Components


    8. Concern for public imageIs the firm responsive to social,
    community, and environmental concerns?
    9. Concern for employeesAre employees a valuable asset of
    the firm?

    2-17

    Characteristics of a Mission
    Statement

    2-18

    Example Mission Statements


    Fleetwood Enterprises will lead the recreational vehicle
    and manufactured housing industries (2, 7) in providing
    quality products, with a passion for customer-driven
    innovation (1). We will emphasize training, embrace diversity
    and provide growth opportunities for our associates and our
    dealers (9). We will lead our industries in the application of
    appropriate technologies (4). We will operate at the highest
    levels of ethics and compliance with a focus on exemplary
    corporate governance (6). We will deliver value to our
    2-19
    shareholders, positive operating results and industry-leading

    Example Mission Statements


    We aspire to make PepsiCo the worlds (3) premier
    consumer products company, focused on convenient
    foods and beverages (2). We seek to produce healthy
    financial rewards for investors (5) as we provide
    opportunities for growth and enrichment to our
    employees (9), our business partners and the
    communities (8) in which we operate. And in
    everything we do, we strive to act with honesty,
    openness, fairness and integrity (6).
    2-20

    Example Mission
    Dells
    Statements
    mission is to be the most

    successful computer

    company (2) in the world (3) at delivering the best customer


    experience in markets we serve (1). In doing so, Dell will meet
    customer expectations of highest quality; leading technology
    (4);

    competitive

    pricing;

    individual

    and

    company

    accountability (6); best-in-class service and support (7);


    flexible

    customization

    capability

    (7);

    superior

    citizenship (8); financial stability (5).

    2-21

    corporate

    Example Mission Statements


    Procter & Gamble will provide branded products and
    services of superior quality and value (7) that improve
    the lives of the worlds (3) consumers. As a result,
    consumers (1) will reward us with industry leadership
    in sales, profit (5), and value creation, allowing our
    people (9), our shareholders, and the communities (8)
    in which we live and work to prosper.

    2-22

    Example Mission Statements


    At LOreal, we believe that lasting business success is
    built upon ethical (6) standards which guide growth
    and on a genuine sense of responsibility to our
    employees (9), our consumers, our environment and to
    the communities in which we operate (8).

    2-23

    Thanks

    24

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