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Copyright 2005 Prentice Hall Ch 2 -1

Chapter 2

The Business Vision & Mission

Strategic Management:

Concepts & Cases

10th

EditionFred David

PowerPoint Slides by

Anthony F. ChelteWestern New England College


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Chapter ut!ine

What do we want to become?

What is our business?

Importance o !ision and "ission Statements


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Chapter ut!ine "cont#d$

Characteristics o a mission statement

Components o a mission statement

Writing # e$aluating mission statements


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

Vision

What IBM needs ost right now is a

vision. (Mar!h 199")

%% &ouis !. 'erstner( )r.( CE*( I+" Corporation


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Vision

Agreement on the basic $ision or which the

irm stri$es to achie$e in the long run is

critically important to the irm,s success.


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%hat do 'e 'ant to (ecome)*

Vision


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Comprehensive

Mission Statement

Vision

C!ear Business

Vision


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Shared Vision ++

Creates commonality o interests-educe daily monotony

Pro$ides opportunity # challenge

Vision & Mission


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A national organiation which represents its

members in all aspects o poultry and eggson both a national and international le$el.

Vision Statement E,amp!es

++ -.S. /ou!tr & Egg ssociation


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The Vision o Man!e Baptist Church is to (e

the peop!e o 3od4 on mission 'ith 3od4motivated ( a !ove or 3od4 and a !ove orothers.


++ Man!e Baptist Church


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The Vision o -S3S is to (e a 'or!d !eader in

the natura! sciences through our scientiice,ce!!ence and responsiveness to societ#sneeds.


++ -.S. 3eo!ogica! Surve "-S3S$


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To (e the irst choice in the printed

communications (usiness. The irst choice is the(est choice4 and being the bestis 'hat t!antae(pledgesto 'or5 hard at beingevery day6


++ t!anta e( /rinters4 7nc.


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++ 809 o a!! companies have used a

mission statement in the previous ive

ears.

Mission Statements


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%hat is our (usiness)*

Mission Statement


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Mission Statements

/Enduring statement o purpose

/0istinguishes one irm rom another

/0eclares the irm,s reason or being


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Mission Statements

/Creed statement

/Statement o purpose

/Statement o philosophy

/Statement o business principles

!so reerred to as:


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-e$eal what an organiation wants to be

and whom it wants to ser$e

Mission Statements


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Essential or eecti$ely establishing

ob1ecti$es and ormulating strategies.

Mission Statements


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Vision & Mission

"any organiations de$elop both$ision # mission statements.


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Vision & Mission

Proit # $ision are necessary to eecti$ely

moti$ate a wor2orce


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Vision & Mission

Shared $ision creates a community o

interests


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Deve!oping Vision & Mission

Clear mission is needed beore alternati$e

strategies can be ormulated andimplemented


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Deve!oping Vision & Mission

Participation rom di$erse managers is

important in de$eloping the mission.


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7t is the Ca!iornia Energ Commission#smission to assess4 advocate4 and act tothrough pu(!icprivate partnerships to improveenerg sstems that promote a strongeconom and hea!th environment

Mission Statement E,amp!es

++ Ca!iornia Energ Commission


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The Be!!evue ;ospita!4 'ith respect4compassion4 integrit4 and courage4 honors the

individua!it and conidentia!it o our patients4emp!oees4 and communit4 and is progressivein anticipating and providing uture hea!th careservices.

Mission Statement E,amp!es

++ The Be!!evue ;ospita!


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7mportance o Mission

Mission

>esource !!ocation

-nanimit o /urpose

rgani?ationa! C!imate

Foca! point or 'or5

structure

Beneits rom a strong mission


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Broad in scope

3enerate strategic

a!ternatives

@ot over! speciic

>econci!es interests among

diverse sta5eho!ders

Fine! (a!anced (et'een

speciicit & genera!it

Broad in scope

3enerate strategic

a!ternatives

@ot over! speciic

>econci!es interests among

diverse sta5eho!ders

Fine! (a!anced (et'eenspeciicit & genera!it

Eective Missions


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rouse positive ee!ings &

emotions

Motivate readers to action

3enerate avora(!e

impression o the irm

rouse positive ee!ings &

emotions

Motivate readers to action

3enerate avora(!e

impression o the irm

Eective Missions


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>e!ect uture gro'th

/rovide criteria or strategse!ection

Basis or generating &

eva!uating strategic options

re dnamic in nature

>e!ect uture gro'th

/rovide criteria or strateg

se!ection

Basis or generating &

eva!uating strategic options

re dnamic in nature

Eective Missions


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Deine 'hat the organi?ation is

Deine 'hat it aspires to (e

Aimited to e,c!ude some ventures

Mission & Customer

rientation Vern Mc3innis

Broad enough to a!!o' or gro'th

Distinguishes irm rom a!! others

Stated c!ear! understood ( a!!


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nticipates customer needs 7dentiies customer needs

/rovides productservice to satis needs

Mission & Customer

rientation

n Eective Mission Statement ++


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ects deve!opment o vision & mission

>esponsi(i!ities to Consumers

Environmenta!ists

Minorities

Communities

Socia! /o!ic & Mission

Manageria! phi!osoph shapes socia! po!ic ++


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Socia! /o!ic & Mission

Social policy should be integrated in all

strategic%management acti$ities.

"ission should con$ey the social

responsibility o the irm


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Mission Statements

3. Ale4ander # +aldwin

5. )ohnson # )ohnson

6. American E4press

7. Altria 'roup

8. 9nited Parcel Ser$ice

5::6 -ated +est in Social -esponsibility

;Wall Street )ournal. Procter # 'amble

. Administa

@. "edtronic

3:."erc2


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2, average return on shareho!der#s e=uit /ositive re!ationship to compan perormance

09 high return on certain inancia! measures

Vision & Mission

>esearch resu!ts are mi,ed4 ho'ever4

irms 'ith orma! mission statements ++


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Mission

E!ements

CustomersMar5ets

Emp!oees

/u(!ic7mage

Se!+Concept /hi!osoph

Surviva!

3ro'th

/roit

/roducts

Services

Techno!og


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PepsiCo Mission

PepsiCo,s mission is to increase the $alue o ourshareholders, in$estment. We do this through sales

growth( cost controls( and wise in$estment

resources. We belie$e our commercial success

depends upon oering uality and $alue to ourconsumers and customersB pro$iding products that

are sae( wholesome( economically eicient and

en$ironmentally soundB and pro$iding a air return to

our in$estors while adhering to the higheststandards o integrity.


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Ben & Jerrys Mission

+en # )erry,s mission is to ma2e( distribute and sellthe inest uality all%natural ice cream and relatedproducts in a wide $ariety o inno$ati$e la$ors maderom !ermont dairy products. o operate theCompany on a sound inancial basis o proitable

growth( increasing $alue or our shareholders( andcreating career opportunities and inancial rewardsor our employees. o operate the Company in away that acti$ely recognies the central role that

business plays in the structure o society by initiatinginno$ati$e ways to impro$e the uality o lie o abroad communityDlocal( national and international.


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Mission Statement

Evaluation MatrixCM/@E@TS

Organization Customers

Products

Services Markets

Concern forSurvival,Groth,

Profitability !echnology

/epsiCo es @o @o es @o

Ben &


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Mission Statement

Evaluation MatrixCM/@E@TS

Organization Philosophy Self"Concept Concern forPublic #mage Concern for$mployees

/epsiCo es @o @o @o

Ben &


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ey erms # Concepts

For >evie' "Chapter 2$

Concern or Emp!oees Customers

Concern or /u(!ic 7mage Mar5ets

Surviva!4 3ro'th4 &

/roita(i!it

Mission Statement

Components

Creed Statement Manageria! /hi!osoph


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ey erms # Concepts

For >evie' "Chapter 2$

Se! Concept Sta5eho!ders

Socia! /o!ic Vision Statement

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