Chapter 3
The Business Vision & Mission
Strategic
Management:
Concepts & Cases
11th Edition
Fred David
Copyright 2007 Prentice Hall Ch 3 -1
Vision & Mission
Mission, the overall main tasks outlined from
the strategic goal to realize the vision of the
organization.
Vision, is a picture of the future conditions of
an organization that is not visible now but is a
concept that can be read by every
organization (member of the organization).
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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.
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Mission Statement
“What is our business?”
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Mission Statements
•Enduring statement of purpose
•Distinguishes one firm from another
•Declares the firm’s reason for being
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Why Is Mission Important?
• Helps to focus more effort on achieving goals.
• Helps prevent conflicts within the organization.
• Establish a framework of responsibility within the company.
• As a basis for developing organizational goals.
• The mission is a message that contains stakeholder expectations for the
company's long-term performance.
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Building a Business Vision &
Mission
Vision - the picture Mission - the path
we want to create we choose (the
in the future chosen track) to
achieve vision.
Every organization must have a vision
and mission, because both will show
what the organization really is, what
will be done in the long term and what
will be achieved in the next 5 or 10
years.
Copyright 2007 Prentice Hall
Question Evaluating Vision
1) Is the focus for future business development?
2) What is the scope of products and markets that will and will not be
considered?
3) What key capabilities are needed to make strategic vision a reality?
4) What effect does vision have on growth and hope?
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Mission Statement Examples
The Bellevue Hospital, with respect,
compassion, integrity, and courage, honors the
individuality and confidentiality of our patients,
employees, and community, and is progressive
in anticipating and providing future health care
services.
-- The Bellevue Hospital
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Importance of Mission
Benefits from a strong mission
Unanimity of Purpose
Resource Allocation
Mission
Organizational Climate
Focal point for work
structure
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Social Policy & Mission
Social policy should be integrated in all
strategic-management activities
Mission should convey the social
responsibility of the firm
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Products
Services Markets
Customers
Technology
Employees
Mission
Elements
Survival
Growth
Profit
Public
Image
Self-Concept Philosophy
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Mission Statement -
Customer
• Customers, Who are the company's
customers?
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Mission Statement - Product
Product, What is the product in the form of
main goods or services produced by the
company?
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Mission Statement - Market
Market, where do companies compete?
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Mission Statement -
Technology
Does the company apply the latest
technology, the most sophisticated? or what
technology is used?
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Mission Statement - Survival
Growth Profit
• Does the company have a commitment to
good survival, growth and finance?
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Mission Statement-
Philoshopy
• what are the basics of beliefs, values,
aspirations and ethical priorities?
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Mission Statement- Self
Concept
• What special abilities or competitive
advantages does the company have?
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Mission Statement - Public
Image
• Is the company responsive to social,
community and environmental thinking?
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Mission Statement -
Employee
• Are employees considered and treated as
valuable assets for the company?
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Ben & Jerry’s Mission
Ben & Jerry’s mission is to make, distribute and sell
the finest quality all-natural ice cream and related
products in a wide variety of innovative flavors
made from Vermont dairy products. To operate
the Company on a sound financial basis of
profitable growth, increasing value for our
shareholders, and creating career opportunities
and financial rewards for our employees. To
operate the Company in a way that actively
recognizes the central role that business plays in
the structure of society by initiating innovative
ways to improve the quality of life of a broad
community—local, national and international.
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Mission Statement Evaluation Matrix
COMPONENTS
Concern for
Survival,
Products Growth,
Organization Customers Services Markets Profitability Technology
Ben & Jerry's No Yes Yes Yes No
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Mission Statement Evaluation Matrix
COMPONENTS
Self- Concern for Concern for
Organization Philosophy Concept Public Image Employees
Ben & Jerry's No Yes Yes Yes
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