The document discusses the importance of having a clear vision and mission for a business. It provides examples of vision and mission statements from Atlanta Web Printers and The Bellevue Hospital. It also outlines key elements that should be included in a mission statement, such as customers, markets, employees and products. Mission statements can help with resource allocation, organizational climate and acting as a focal point for the business. The mission statement of Ben & Jerry's is also examined, which outlines their goals of producing high-quality ice cream from Vermont dairy products while also improving their local community.

1. Chapter 2 The Business Vision & Mission

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

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

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

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

14. Mission Statement Evaluation Matrix COMPONENTS Organization Customers Products Services Markets Concern for Survival, Growth, Profitability Technology PepsiCo Yes No No Yes No Ben & Jerry's No Yes Yes Yes No

15. Mission Statement Evaluation Matrix COMPONENTS Organization Philosophy Self-Concept Concern for Public Image Concern for Employees PepsiCo Yes No No No Ben & Jerry's No Yes Yes Yes