1. Section 2 – The Business Vision & Mission
BUSI484 – Strategic Management

2. Importance of Vision and Mission Statements
To ensure unanimity of purpose within the organization
To provide a basis, or standard, for allocating organizational resources
To establish a general tone or organizational climate

3. Importance of Vision and Mission Statements
To serve as a focal point for individuals to identify with the organization’s purpose and direction
To facilitate the translation of objectives into a work structure
To specify organizational purposes

4. What Do We Want to Become?
A vision statement should answer the basic question, “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.

5. Vision Statement Examples

6. What Is Our Business? Mission statement宗旨
a declaration of an organization’s “reason for being.”
answers the pivotal question “What is our business?”
essential for effectively establishing objectives and formulating strategies

7. 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 organization’s diverse stakeholders

8. Attributes of a Mission Statement
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
mitsubishi

9. Attributes of a Mission Statement (con’t)
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

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

11. Dream their buy， 购买产品建立与顾客的梦想实现。预期所扮演的角色

12. 哈雷摩托车和迪士尼在mission statement方面做的很好

13. Example Mission Statements
Fleetwood Enterprises will lead the recreational娱乐 vehicle and manufactured housing industries industries in the application of appropriate technologies. We will operate at the highest levels of ethics and compliance with a focus on exemplary corporate governance. We will deliver value to our shareholders, positive operating results and industry-leading earnings.
Note: The numbers in parentheses correspond to the nine components listed on page 51; author comments also refer to those components.

14. Example Mission Statements
We aspire to make PepsiCo the world’s premier consumer products company, focused on convenient foods and beverages. We seek to produce healthy financial rewards for investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive to act with honesty, openness, fairness and integrity.

15. Example Mission Statements
Dell’s mission is to be the most successful computer company in the world at delivering the best customer experience in markets we serve. In doing so, Dell will meet customer expectations of highest quality; leading technology; competitive pricing; individual and company accountability; best-in-class service and support; flexible customization capability; superior corporate citizenship; financial stability.

16. Example Mission Statements
Procter & Gamble will provide branded products and services of superior quality and value that improve the lives of the world’s consumers. As a result, consumers will reward us with industry leadership in sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.

17. Example Mission Statements
At L’Oreal, we believe that lasting business success is built upon ethical standards which guide growth and on a genuine sense of responsibility to our employees, our consumers, our environment and to the communities in which we operate.

18. Vision & Mission Assignment
Working in your major project groups of 2 or 3 people, using the company the professor assigns you for this task, develop a vision statement and a mission statement for the company
Look on the company website for descriptive words that capture a sense of excitement about the products
Look for words that express emotion
Use your list of words to develop the mission and vision statements