2. 2
Overview
Developing a company mission and purpose is highly significant
in creating a direction for employees and customers to
understand. We will explore this notion in the first half of this
seminar. We will consider what is the purpose of your
organisation and how you will communicate it to all stakeholders.
Thereafter, we will look to determine the optimal way to take
your company global critically evaluating how to make strategic
choices.
Finally, we will determine the type of key challenges you may
face when moving your business overseas and how you can
overcome them.
3. 3
Learning outcomes of this seminar
• Describe your company mission and vision
• Develop a robust plan to be able to communicate it to key
stakeholders
• Evaluate and articulate how you would make decisions on
where and how to expand your company globally
• Be able to describe the key challenges you may face when
‘going global’
4. Agenda for this seminar
What is your company purpose? How would you articulate and communicate
this to your employees and customers?
Put together a mission statement for your
company
If you were going to ‘go global’ consider how you
would assess which country you would enter
Consider the types of challenges you may face and
how you would overcome these
5. Structure for the session
You will have
15 minutes to
discuss each
question
We will have a
de-brief at the
end of each 15
minutes to hear
your thoughts
on each area
Feel free to ask
questions but
please do not
have separate
conversations
‘we are all in
this together’!
6. What is your company
purpose?
How would you
articulate and
communicate
this to your employees
and customers?
7. Have a mission
A small body of
determined spirits fired
by an unquenchable
faith in their mission can
alter the course of
history
Mahatma Gandhi
8. Ask yourselves: why are we doing this
business?
View video:
http://www.ted.com/talks/simon_sinek_how_great_
leaders_inspire_action
14. Mission and values in everything you do:
A Starbucks Example
To inspire and nurture the human spirit –
one person, one cup and one
neighborhood at a time.
View video:
https://www.youtube.com/watch?v=_-
4EUNa8xQs
BUT
16. Lets assess some 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.
YouTube’s mission is to provide
fast and easy video access and
the ability to share videos
frequently
Skype’s mission is to be the
fabric of real-time
communication on the web.
Amazon’s vision is to be earth’s
most customer centric company;
to build a place where people can
come to find and discover
anything they might want to buy
online.
17. If you were
going to ‘go
global’ consider
how you
would assess
which country
you would enter
18. Macro: Navigating the PEST
Political Economic
• Is the country politically stable?
• Do they have any sanctions that
prevent foreign companies
entering?
• Are their laws favourable?
• Do they encourage/incentivise
foreign companies?
• Is the country fast growing?
• Is their significant economic
impact?
• What is the level of economic
development?
Social Technological
• Does the social trends match with
your companies aspirations?
• Are the countries social conditions
favourable to help grow your
business?
• Have consumers already had
exposure to your products and
demand more?
• Is there adequate infrastructure to
help market your product?
• Will technology help you market
and grow your business more
effectively?
• How will you be able to use it to
your advantage in a particular
country?
