2. vision&mission

7/31/2019 2. Vision&Mission

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Copyright 2011 Pearson EducationCh 2 -1

Chapter 2The Business Vision & Mission

Strategic Management:Concepts & Cases

13th Edition

Global Edition

Fred David


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The last thing IBM needs right now is avision. (July 1993)

Vision

What IBM needs most right now is avision. (March 1996)

Louis V. Gerstner, Jr., CEO, IBM Corporation


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Vision

Agreement on the basic vision for which thefirm strives to achieve in the long term isespecially important.


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What do we want to become?

Vision


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Vision Statement Examples

Tyson Foods vision is to be the

worlds first choice for proteinsolutions while maximizingshareholder value.


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General Motors vision is to be

the world leader in transportationproducts and related services.



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PepsiCos responsibility is to

continually improve all aspects of theworld in which we operate environment, social, economic creating a better tomorrow than today.



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ComprehensiveMission Statement

Vision

Clear BusinessVision


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Answers the question:

What is our business?

Reveals:

what the organization wants to be

whom we want to serve

Mission Statement


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An enduring statement of purposethat distinguishes one organization

from other similar enterprises A declaration of an organizations

reason for being

Mission Statement


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Mission Statements are also called

Creed statement

Statement of purpose

Statement of philosophy Statement of beliefs

Statement of business principles

A statement defining our business


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CIA Mission:

We are the eyes and ears of the nation and attimes its hidden hand. We accomplish this by

collecting intelligence that matters, providingrelevant, timely, and objective all-sourceanalysis, and conducting covert action at thedirection of the president to avoid threats or

achieve United states policy objectives.

Mission Statement Examples


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Fleetwood Enterprises will lead the recreationalvehicle and manufactured housing industries inproviding quality products with a passion forcustomer-driven innovation. We will emphasizetraining, embrace diversity and provide growth

opportunities for our associates and our dealers. Wewill lead our industry in the application of appropriatetechnologies. We will operate at the highest levels ofethics and compliance with a focus on exemplarycorporate governance. We will deliver value to our

shareholders, positive operating results and industry-leading earnings.



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We aspire to make PepsiCo the worldspremier consumer products company, focusedon convenient foods and beverages. We seekto produce healthy financial rewards for

investors as we provide opportunities forgrowth and enrichment to our employees, ourbusiness partners and the communities inwhich we operate. And in everything we do, we

strive to act with honesty, openness, fairnessand integrity.



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Dells mission is to be the most successfulcomputer company in the world at deliveringthe best customer experience in markets we

serve. In doing so, Dell will meet consumerexpectations of highest quality; leadingtechnology; competitive pricing; individualand company accountability; best-in-class

service and support; flexible customizationcapability; superior corporate citizenship;financial stability.



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Proctor & Gamble will provide brandedproducts and services of superior qualityand value that improve the lives of the

worlds consumers. As a result, consumerswill reward us with industry leadership insales, profit, and value creation, allowingour people, our shareholders, and the

communities in which we live and work toprosper.



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At LOreal, we believe that lasting businesssuccess is built upon ethical standards

which guide growth and on a genuine senseof responsibility to our employees, ourconsumers, our environment and to thecommunities in which we operate.



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57357 Hospital

The Foundation of Children's CancerHospital plan is to provide effective

administrative, financial, and meaningfulaids to ensure and guarantee the survival ofchildren's cancer hospital in a leadership

position for the provision of health care forchildren of cancer patients in Egypt and theMiddle East and Africa.



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Vision & Mission

Great benefits can be achieved if

an organization

Systematically revisits their vision andmission statement

Treats them as living documents

Considers them to be an integral partof the firms culture


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Vision & Mission

Profit & vision are necessary toeffectively motivate a workforce


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Vision & Mission

Shared vision creates a community ofinterests


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Developing Vision & Mission

A clear mission is needed beforealternative strategies can beformulated and implemented


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Developing Vision & Mission

Participation by as many managers aspossible is important in developing the

mission because through involvementpeople become committed to anorganization


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Steps to Developing Vision &

Mission Statements

1. Have managers read related articles

2. Have managers prepare a vision and

mission statement for the organization3. Merge the documents into one and

distribute

4. Gather feedback from managers5. Meet to revise the final document


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Copyright 2011 Pearson Education

Ch 2 -27

Benefits of Mission Statements

Better financial results

Unanimity of purpose

Resource allocation

Establishment of culture

Focal point for individuals

Establishment of work structure

Basis of assessment and control

Resolution of divergent views


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Ch 2 -28


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Ch 2 -29

Resolution of Divergent Views

A genuine decision must be based ondivergent views to have a chance to bea right and effective decision

Considerable disagreement over vision

and mission statements can causetrouble if not resolved


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Ch 2 -30

Vision & Mission Statements

Provide unity of direction

Promote shared expectations

Consolidate values Project a sense of worth and intent

Affirm the companys commitmentto responsible action


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Ch 2 -31

Broad in scope

Generate strategic alternatives

Not overly specific

Reconciles interests amongdiverse stakeholders

Finely balanced between

specificity & generality

Declaration ofAttitude


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Ch 2 -32

Arouse positive feelings &emotions

Motivate readers to action

Generate favorable impressionof the firm



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Ch 2 -33

Reflect future growth

Provide criteria for strategy

selection

Basis for generating &evaluating strategic options

Dynamic in nature



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Ch 2 -34

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

Framework for evaluating activities Stated clearly understood by all

Mission & CustomerOrientation Vern McGinnis


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Ch 2 -35

Mission & Customer Orientation

An effective mission statement:

Anticipates customer needs

Identifies customer needs Provides product/service to satisfy

needs

Identifies the utility of a firms productsto its customers


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Ch 2 -36

Utility of Firms Products to Customers

Do not offer me things.

Do not offer me clothes. Offer me attractivelooks.

Do not offer me shoes. Offer me comfort for myfeet 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 ofpleasure and the benefit of knowledge.


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Ch 2 -37

Utility of Firms Products to Customers

Do not offer me CDs. Offer me leisure and thesound of music.

Do not offer me tools. Offer me the benefits and

the pleasure that come from making beautifulthings.

Do not offer me furniture. Offer me comfort andthe quietness of a cozy place.

Do not offer me things. Offer me ideas,emotions, ambience, feelings, and benefits.

Please, do not offer me THINGS.


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Ch 2 -38

Mission

Components

Customers

Markets

Employees

PublicImage

Self-Concept Philosophy

Survival,Growth,

Profits

Products orServices

Technology


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Ch 2 -40

Mission Statement Evaluation Matrix

Organization

COMPONENT

Customers

Productsl

Services

Markets

Survival,

Growth,

Profitability

Technology

Philosophy

Self-Concept

PublicImage

Employees

Fleetwood Ent.

Ben & Jerry's

Royal Caribbean

Dell

Proctor & Gamble

LOreal


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C i ht 2011 Pearson Education

Ch 2 -41

All rights reserved. No part of this publication may be reproduced, stored in aretrieval system, or transmitted, in any form or by any means, electronic,

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permission of the publisher. Printed in the United States of America.

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