1. PART 3: The Business Vision & Mission

2. Main Learning Objectives: Describe the nature and role of vision and mission statement. Identify the components of vision and mission statement. Evaluate mission statement for different organizations.

3. Vision
Agreement on the basic vision for which the firm strives to achieve in the long run is critically important to the firm’s success.

4. Vision
“What do we want to become?”

5. Comprehensive Mission Statement
Vision
Clear Business Vision
Comprehensive Mission Statement

6. Shared Vision -- Vision & Mission Creates commonalty of interests
Reduce daily routine
Provides opportunity & challenge

7. Vision Statement Examples
A national organization which represents its members in all aspects of poultry and eggs on both a national and international level
-- U.S. Poultry & Egg Association

8. Vision Statement Examples
The Vision of Manley Baptist Church is to be the people of God, on mission with God, motivated by a love for God, and a love for others
-- Manley Baptist Church

9. Vision Statement Examples
The Vision of USGS is to be a world leader in the natural sciences through our scientific excellence and responsiveness to society’s needs
-- U.S. Geological Survey (USGS)

10. Vision Statement Examples
To be the first choice in the printed communications business. The first choice is the best choice, and being the best is what Atlanta Web pledges to work hard at being—every day!
-- Atlanta Web Printers, Inc.

11. Mission Statements
-- 90% of all companies have used a mission statement in the previous five years

12. Mission Statements
“What is our business?”

13. Mission Statements
Enduring (Unchangeable) statement of purpose
Distinguishes one firm from another
Declares the firm’s reason for being

14. Creed (belief) statement Statement of purpose Statement of philosophy
Mission Statements
Also referred to as:
Creed (belief) statement
Statement of purpose
Statement of philosophy
Statement of business principles
Creed عقيدة

16. Mission Statements
Reveal what an organization wants to be and whom it wants to serve

17. Mission Statements
Essential for effectively establishing objectives and formulating strategies

18. Vision & Mission
Many organizations develop both vision & mission statements

19. Vision & Mission
Profit & vision are necessary to effectively motivate a workforce

20. Vision & Mission
Shared vision creates a community of interests

21. Developing Vision & Mission
Clear mission is needed before alternative strategies can be formulated and implemented

22. Developing Vision & Mission
Participation from diverse managers is important in developing the mission
Diverse متنوع , مختلف

23. Mission Statement Examples
Livestrong: To inspire and empower people affected by cancer.
Oxfam: To create lasting solutions to poverty, hunger, and social injustice.
CARE: To serve individuals and families in the poorest communities in the world.
Advocate يدافع عن , يؤيد

24. Mission Statement Examples
Heifer International: To work with communities to end hunger and poverty and care for the Earth.
charity: water: We’re a non-profit organization bringing clean, safe drinking water to people in developing countries.
Amnesty International: To undertake research and action focused on preventing and ending grave abuses of these rights.
Advocate يدافع عن , يؤيد

25. Mission Statement Examples
Human Rights Campaign is America’s largest civil rights organization working to achieve lesbian, gay, bisexual and transgender equality.
Cleveland Clinic: To provide better care of the sick, investigation into their problems, and further education of those who serve.
Save the Children: To inspire breakthroughs in the way the world treats children and to achieve immediate and lasting change in their lives.
Advocate يدافع عن , يؤيد

26. Mission Statement Examples
Doctors without Borders (Médecins Sans Frontières) works in nearly 70 countries providing medical aid to those most in need regardless of their race, religion, or political affiliation.
Mayo Clinic: To inspire hope and contribute to health and well-being by providing the best care to every patient through integrated clinical practice, education and research.
Advocate يدافع عن , يؤيد

27. The researchers proposed the following considerations:
• Is your mission statement longer than 20 words?
• Can you get it below 15? Below 10?
• Design it to clearly communicate what you do in such a way that people can remember it and communicate this to others.
• If you can’t get a mission statement below 15 words, consider also creating a mission tagline (2-6 words) which people can more easily remember.
Advocate يدافع عن , يؤيد

28. Organizational Climate Focal point for work structure
Importance of Mission
Benefits from a strong mission
Unanimity of Purpose
Mission
Resource Allocation
Organizational Climate
Unanimity اجماع
Focal point for work structure

29. Effective Missions Broad in scope Generate strategic alternatives
Not overly (going too far)
specific
Reconciles (bring together)
interests among diverse
stakeholders
Overly بافراط

30. Effective Missions Finely balanced between specificity & generality
Arouse positive feelings &
emotions
Motivate readers to action
Generate favorable
impression of the firm
Arouse يثير , يحث , يوقظ

31. Effective Missions Reflect future growth Provide criteria for strategy
selection
Basis for generating &
evaluating strategic options
Are dynamic in nature

32. Mission & Customer Orientation -Vern McGinnis-
Define what the organization is
Define what it aspires to be
Limited to exclude some ventures
Broad enough to allow for growth
Distinguishes firm from all others
Stated clearly – understood by all
Aspires تتوق , تطمح
Ventures مغامرات , مضاربات

33. Mission & Customer Orientation
An Effective Mission Statement --
Anticipates customer needs
Identifies customer needs
Provides product/service to satisfy customer needs
Anticipates يتوقع

34. Social Policy & Mission
Managerial philosophy shapes social policy --
Affects development of vision & mission
Responsibilities to –
Consumers
Environmentalists
Minorities
Communities

35. Social Policy & Mission
Social policy should be integrated in all strategic-management activities
Mission should convey the social responsibility of the firm

36. Mission Statements 2005 Rated Best in Social Responsibility Fannie Mae
Proctor & Gamble
Intel Corporation
St. Paul Companies
Green Mtn. Coffee
Deer & Company
Avon Products, Inc.
Hewlett-Packard Co.
Agilent Technologies
Ecolab, Inc.
Imation Corp
IBM

37. Vision & Mission
Research results are mixed, however, firms with formal mission statements generally see a:
Double the average return on shareholder’s equity
Positive relationship to company performance
30% higher return on certain financial measures
Equity أسهم

38. Mission Elements Products Services Markets Customers Technology
Employees
Survival
Growth
Profit
Public
Image
Philosophy
Self-Concept