1. THE BUSINESS
VISION AND
MISSION
E S T R AT
M . A L DA N A ‘ 1 6

3. VISION AND MISSION
• Studying the vision and mission of a company, may be done by focusing to the time when the
business first started.
• Starting a new business rests on a set of beliefs that the new organization can offer some
product or service to some customers, in some geographic area, using some type of
technology, at a profitable price.
• A new business owner typically believes that the management philosophy of the new
enterprise will result in a favorable public image and that this concept of the business can be
communicated to, and will be adopted by, important constituencies.When the set of beliefs
about a business at its inception is put into writing,the resulting document mirrors the same
basic ideas that underlie the vision and mission statements.

4. VISION STATEMENT
• It is especially important for managers and executives in any organization to agree on the basic
vision that the firm strives to achieve in the long term.
• A vision statement should answer the basic question,“What do we want to become?” A
clear vision provides the foundation for developing a comprehensive mission statement.
• Many organizations have both a vision and mission statement, but the vision statement should be
established first and foremost.
• The vision statement should be short, preferably one sentence, and as many managers as possible
should have input into developing the statement.

5. MISSION STATEMENT
• Peter Drucker, who is often called “the father of modern management”,“the preeminent
management thinker of our time.”
• “What is our business?” is synonymous with asking the question “What is our mission?”
• An enduring statement of purpose that distinguishes one organization from other similar
enterprises, the mission statement is a declaration of an organization’s “reason for being.”
• It answers the pivotal question “What is our business?” A clear mission statement is essential for
effectively establishing objectives and formulating strategies.

6. MISSION STATEMENT
• Sometimes called a creed statement, a statement of purpose, a statement of philosophy, a statement
of beliefs, a statement of business principles, or a statement “defining our business,” a mission
statement reveals what an organization wants to be and whom it wants to serve.

7. MISSION STATEMENT
• A business mission is the foundation for priorities, strategies, plans, and work assignments. It is
the starting point for the design of managerial jobs and, above all, for the design of managerial
structures. Nothing may seem simpler or more obvious than to know what a company’s
business is.

8. VISION VS. MISSION
• Many organizations develop both a mission statement and a vision statement.Whereas the
mission statement answers the question “What is our business?” the vision statement answers
the question “What do we want to become?” Many organizations have both a mission and
vision statement.
• It can be argued that profit, not mission or vision, is the primary corporate motivator. But
profit alone is not enough to motivate people. Profit is perceived negatively by some
employees in companies. Employees may see profit as something that they earn and
management then uses and even gives away to shareholders.

9. DEVELOPING VISION AND MISSION
STATEMENTS
• As indicated in the strategic-management model, clear vision and mission statements are
needed before alternative strategies can be formulated and implemented.As many managers as
possible should be involved in the process of developing these statements because through
involvement, people become committed to an organization.
• A widely used approach to developing a vision and mission statement is first to select several
articles about these statements and ask all managers to read these as background information.
Then ask managers themselves to prepare a vision and mission statement for the organization.

10. DEVELOPING VISION AND MISSION
STATEMENTS
• A facilitator, or committee of top managers, should then merge these statements into a single
document and distribute the draft statements to all managers. A request for modifications,
additions, and deletions is needed next, along with a meeting to revise the document.To the
extent that all managers have input into and support the final documents, organizations can
more easily obtain managers’ support for other strategy formulation, implementation, and
evaluation activities.Thus, the process of developing a vision and mission statement represents
a great opportunity for strategists to obtain needed support from all managers in the firm.

11. DEVELOPING VISION AND MISSION
STATEMENTS
• During the process of developing vision and mission statements, some organizations use
discussion groups of managers to develop and modify existing statements.
• Some organizations hire an outside consultant or facilitator to manage the process and help
draft the language. Sometimes an outside person with expertise in developing such statements,
who has unbiased views, can manage the process more effectively than an internal group or
committee of managers.
• Decisions on how best to communicate the vision and mission to all managers, employees, and
external constituencies of an organization are needed when the documents are in final form.
Some organizations even develop a videotape to explain the statements, and how they were
developed.

12. DEVELOPING VISION AND MISSION
STATEMENTS
• The process of developing a mission statement should create an “emotional bond” and “sense
of mission” between the organization and its employees.

13. IMPORTANCE (BENEFITS) OF VISION
AND MISSION STATEMENTS
• firms with a formalized mission statement have twice the average return on shareholders’
equity than those firms without a formalized mission statement have;
• a positive relationship between mission statements and organizational performance
• firms using mission statements have a 30 percent higher return on certain financial measures
than those without such statements

14. IMPORTANCE (BENEFITS) 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 organization’s purpose and
direction, and to deter those who cannot from participating further in the organization’s
activities
5. To facilitate the translation of objectives into a work structure involving the assignment of
tasks to responsible elements within the organization
6. To specify organizational purposes and then to translate these purposes into objectives in
such a way that cost, time, and performance parameters can be assessed and controlled.

15. MISSION STATEMENTS AND
DIVERGENT VIEWS
• Another benefit of developing a comprehensive mission statement is that divergent views
among managers can be revealed and resolved through the process.The question “What is our
business?” can create controversy.

16. MISSION STATEMENTS AND
DIVERGENT VIEWS
• “What is our mission?” is a genuine decision; and a genuine decision must be based on
divergent views to have a chance to be a right and effective decision.
• Developing a business mission is always a choice between alternatives, each of which rests on
different assumptions regarding the reality of the business and its environment.
• It is always a high-risk decision. A change in mission always leads to changes in objectives,
strategies, organization, and behavior.

17. CHARACTERISTICS
OF A MISSION
STATEMENT

18. A DECLARATION OF ATTITUDE
• A mission statement is more than a statement of specific details; it is a declaration of attitude
and outlook.
• It usually is broad in scope for at least two major reasons.
– 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, the individuals and groups of individuals who have a special
stake or claim on the company.

19. A DECLARATION OF ATTITUDE
• A mission statement should be reconciliatory. 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. Stakeholders affect and are affected by an organization’s strategies, yet the claims and
concerns of diverse constituencies vary and often conflict.

20. A DECLARATION OF ATTITUDE
• The general public is especially interested in social responsibility, whereas stockholders are
more interested in profitability. Claims on any business literally may number in the thousands,
and they often include clean air, jobs, taxes, investment opportunities, career opportunities,
equal employment opportunities, employee benefits, salaries, wages, clean water, and
community services.
• All stakeholders’ claims on an organization cannot be pursued with equal emphasis.
• A good mission statement indicates the relative attention that an organization will devote to
meeting the claims of various stakeholders.

21. GEORGE STEINER
• Most business statements of mission are expressed at high levels of abstraction.
• Mission statements are not designed to express concrete ends, but rather to provide motivation,
general direction, an image, a tone, and a philosophy to guide the enterprise.
• An excess of detail could prove counterproductive since concrete specification could be the base
for rallying opposition.
• Precision might stifle creativity in the formulation of an acceptable mission or purpose.
• Once an aim is cast in concrete, it creates a rigidity in an organization and resists change.
• Vagueness leaves room for other managers to fill in the details, perhaps even to modify general
patterns.Vagueness permits more flexibility in adapting to changing environments and internal
operations. It facilitates flexibility in implementation.

22. A GOOD MISSION STATEMENT
• In addition to being broad in scope, an effective mission statement should not be too lengthy;
recommended length is less than 250 words.
• An effective mission statement should arouse positive feelings and emotions about an
organization; it should be inspiring in the sense that it motivates readers to action.
• A mission statement should be enduring.
• An effective mission statement generates the impression that a firm is successful, has direction,
and is worthy of time, support, and investment—from all socioeconomic groups of people.

23. A GOOD MISSION STATEMENT
• According toVern McGinnis, a mission statement should (1) define what the organization is
and what the organization aspires to be, (2) be limited enough to exclude some ventures and
broad enough to allow for creative growth, (3) distinguish a given organization from all others,
(4) serve as a framework for evaluating both current and prospective activities, and (5) be
stated in terms sufficiently clear to be widely understood throughout the organization.

24. CUSTOMER ORIENTATION
• A good mission statement describes an organization’s purpose, customers, products or
services, markets, philosophy, and basic technology.
• A good mission statement reflects the anticipations of customers. Rather than developing a
product and then trying to find a market, the operating philosophy of organizations should be
to identify customers’ needs and then provide a product or service to fulfill those needs.
• Good mission statements identify the utility of a firm’s products to its customers.

25. CUSTOMER ORIENTATION
• Do not offer me things.
• Do not offer me clothes. Offer me attractive looks.
• Do not offer me shoes. Offer me comfort for my feet and the pleasure of walking.
• Do not offer me a house. Offer me security, comfort, and a place that is clean and happy.
• Do not offer me books. Offer me hours of pleasure and the benefit of knowledge.
• Do not offer me CDs. Offer me leisure and the sound of music.
• Do not offer me tools. Offer me the benefits and the pleasure that come from making beautiful things.
• Do not offer me furniture. Offer me comfort and the quietness of a cozy place.
• Do not offer me things. Offer me ideas, emotions, ambience, feelings, and benefits.
• Please, do not offer me things.

26. CUSTOMER ORIENTATION
• It is the customer who determines what a business is. It is the customer alone
whose willingness to pay for a good or service converts economic resources
into wealth and things into goods.
• What a business thinks it produces is not of first importance,especially not to
the future of the business and to its success.What the customer thinks he/she
is buying, what he/she considers value, is decisive—it determines what a
business is, what it produces, and whether it will prosper. And what the
customer buys and considers value is never a product. It is always utility,
meaning what a product or service does for him or her.
• The customer is the foundation of a business and keeps it in existence.

27. MISSION STATEMENT COMPONENTS
• 1. Customers—Who are the firm’s customers?
• 2. Products or services—What are the firm’s major products or services?
• 3. Markets—Geographically, where does the firm compete?
• 4. Technology—Is the firm technologically current?
• 5. Concern for survival, growth, and profitability—Is the firm committed to growth and financial
soundness?
• 6. Philosophy—What are the basic beliefs, values, aspirations, and ethical priorities of the firm?
• 7. Self-concept—What is the firm’s distinctive competence or major competitive advantage?
• 8. Concern for public image—Is the firm responsive to social, community, and environmental concerns?
• 9. Concern for employees—Are employees a valuable asset of the firm?

28. TO SUMMARIZE
• Broad in scope; do not include monetary amounts, numbers, percentages, ratios, or objectives
• Less than 250 words in length
• Inspiring
• Identify the utility of a firm’s products
• Reveal that the firm is socially responsible
• Reveal that the firm is environmentally responsible
• Include nine components customers, products or services, markets, technology, concern for survival/growth/
profits, philosophy, self-concept, concern for public image, concern for employees
• Reconciliatory
• Enduring

29. SEATWORK
• Using the Mission Statements you have collected from various
companies, evaluate three Mission Statements according to the
characteristics of a good mission statement and if the essential
components of a mission statement is present of not.
• On a one whole sheet of yellow paper.
• To be submitted 6:00pm July 7, 2016