Vision

and Mission
Analysis

Chapter Five
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1. Describe the nature and role of vision and mission

statements in strategic management.
2. Discuss why the process of developing a mission
statement is as important as the resulting document.
3. Identify the components of mission statements.
4. Discuss how clear vision and mission statements can
benefit other strategic-management activities.
5. Evaluate mission statements of different organizations.
6. Write good vision and mission statements.

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A vision statement should answer the basic

question, What do we want to become?

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The vision statement should be short,

preferably one sentence, and as many
managers as possible should have input into
developing the statement.

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Mission statement
a declaration of an organizations reason for
being.
answers the pivotal question What is our
business?
essential for effectively establishing objectives
and formulating strategies

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Mission statement
reveals what an organization wants to be and
whom it wants to serve
Also called a creed statement, a statement of
purpose, a statement of philosophy, a statement
of beliefs, and a statement of business principles

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Shared vision creates a commonality of

interests that can lift workers out of the
monotony of daily work and put them into a
new world of opportunity and challenge.

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Proposed Vision Statement

Improved Vision Statement

Starbucks strives to ethically find and roast the highest quality

Arabica coffee in the world. With stores around the world, we are the
premier roaster and retailer of specialty coffee globally

Starbucks vision is to be the most well-known, specialty coffee, tea,

and pastry restaurant in the world, offering sincere customer service,
a welcoming atmosphere, and unequaled quality.

Analysis

Existing= doesnt state what the company wants to become + no

specialty tea offerings
Improved= reveals companys aspirations for future and acknowledge
upscale tea and pastries complement their premium coffee offerings

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Select several articles about these

statements and ask all managers to read
these as background information.
Ask managers themselves to prepare a
vision and mission statement for the
organization.

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Merge these statements into a single

document and distribute the draft statements
to all managers
Process should create an emotional bond
and sense of mission between the
organization and its employees

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The crucial time to ask seriously about

vision and mission is when a company
has been successful not during
crisis
Success always obsolete the very behavior that achieved it,

Success always obsolete the very behavior that achieved it,

always
always create
create new
new realities,
realities, and
and always
always create
create new
new and
and
different
different problems.
problems. Only
Only the
the fairy
fairy tale
tale story
story ends,
ends, They
They lived
lived
happily
happily ever
ever after.
after. It
It is
is never
never popular
popular to
to argue
argue with
with success
success
or
or to
to rock
rock the
the boat.
boat. It
It will
will not
not be
be long
long before
before success
success will
will turn
turn
into
into failure.
failure. Sooner
Sooner or
or later,
later, even
even the
the most
most successful
successful answer
answer
to
to the
the question
question What
What is
is our
our business?
business? becomes
becomes obsolete.
obsolete.

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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.

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Second, a mission statement needs to be

broad to reconcile differences effectively
among, and appeal to, an organizations
diverse stakeholders

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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.

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Mission statement as the guides for

enterprise by:
Provide

motivation
General direction
An image
A tone
A Philosophy

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A mission statement should:

define what the organization is and what the
organization aspires to be
be limited enough to exclude some ventures
and broad enough to allow for creative growth
distinguish a given organization from all
others

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A mission statement should also:

serve as a framework for evaluating both
current and prospective activities
be stated in terms sufficiently clear to be
widely understood throughout the organization

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A good mission statement reflects the

anticipations of customers.
The operating philosophy of organizations
should be to identify customers needs and
then provide a product or service to fulfill
those needs.

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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 that come
from making beautiful things.
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 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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1. CustomersWho are the firms

customers?
2. Products or servicesWhat are the firms
major products or services?
3. MarketsGeographically, where does the
firm compete?
4. TechnologyIs the firm technologically
current?

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5. Concern for survival, growth, and

profitabilityIs the firm committed to
growth and financial soundness?
6. PhilosophyWhat are the basic beliefs,
values, aspirations, and ethical priorities of
the firm?
7. Self-conceptWhat is the firms distinctive
competence or major competitive
advantage?
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8. Concern for public imageIs the firm

responsive to social, community, and
environmental concerns?
9. Concern for employeesAre employees a
valuable asset of the firm?

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Fleetwood Enterprises will lead the recreational vehicle

and manufactured housing industries (2, 7) in providing
quality products, with a passion for customer-driven
innovation (1). We will emphasize training, embrace
diversity and provide growth opportunities for our associates
and our dealers (9). We will lead our industries in the
application of appropriate technologies (4). We will operate
at the highest levels of ethics and compliance with a focus
on exemplary corporate governance (6). We will deliver
value to our shareholders, positive operating results and
industry-leading earnings (5).

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We aspire to make PepsiCo the worlds (_) premier

consumer products company, focused on
convenient foods and beverages (_). We seek to
produce healthy financial rewards for investors (_)
as we provide opportunities for growth and
enrichment to our employees (_), our business
partners and the communities (_) in which we
operate. And in everything we do, we strive to act
with honesty, openness, fairness and integrity (_).

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We aspire to make PepsiCo the worlds (3) premier

consumer products company, focused on
convenient foods and beverages (2). We seek to
produce healthy financial rewards for investors (5)
as we provide opportunities for growth and
enrichment to our employees (9), our business
partners and the communities (8) in which we
operate. And in everything we do, we strive to act
with honesty, openness, fairness and integrity (6).

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We are loyal to Royal Caribbean and Celebrity and strive for

continuous improvement in everything we
do. We always provide service with a friendly greeting and a
smile (7). We anticipate the needs of our
customers and make all efforts to exceed our customers
expectations (1). We take ownership of any
problem that is brought to our attention. We engage in
conduct that enhances our corporate reputation
and employee morale (9). We are committed to act in the
highest ethical manner and respect the rights
and dignity of others. (6).

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Dells mission is to be the most successful computer

company (2) in the world (3) at delivering the best
customer experience in markets we serve (1). In
doing so, Dell will meet customer expectations of
highest quality; leading technology (4); competitive
pricing; individual and company accountability (6);
best-in-class service and support (7); flexible
customization capability (7); superior corporate
citizenship (8); financial stability (5).

x
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Procter & Gamble will provide branded products

and services of superior quality and value (7) that
improve the lives of the worlds (3) consumers. As a
result, consumers (1) will reward us with industry
leadership in sales, profit (5), and value creation,
allowing our people (9), our shareholders, and the
communities (8) in which we live and work to
prosper.

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At LOreal, we believe that lasting business

success is built upon ethical (6) standards which
guide growth and on a genuine sense of
responsibility to our employees (9), our
consumers, our environment and to the
communities in which we operate (8).

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Vision
To be an internationally renowned
institution of higher learning in research,
innovation, publication and teaching.
Mission
To advance knowledge and learning
through quality research and education
for the nation and for humanity.
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Our Vision
To be the premier private College of choice
Our Mission
Sunway College aims to be the College of choice by providing
highest quality education which will instill knowledge, skills,
social and moral values pertinent to students success and the
nations needs. To achieve these ends, we commit ourselves to
excellence, dynamism, professionalism and innovation to
achieve total customer satisfaction.
Sunway College strives to be recognised for its international
academic standards, services and facilities, preferred by
students, parents, employees, employers and other
stakeholders, and respected by local and international
institutions of higher education.

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Vision
Toyota will lead the way to the future of mobility,
enriching lives around the world with the safest
and most responsible ways of moving people.
Through our commitment to quality, constant
innovation and respect for the planet, we aim to
exceed expectations and be rewarded with a
smile. We will meet our challenging goals by
engaging
the talent
and
passion of people, who
Create vehicles that
are popular
with
consumers
believe
there
is always a better way.
Provide world-class safety to protect
the lives
of customers.

Mission
Provide

optimization of energy/infrastructure to local communities.

Put high priority on safety and promote product development with the ultimate goal
of completely eliminating traffic casualties.
Deliver cars that stimulate and even inspire, and earn smiles from our customers.
Address employees education under Genchi-genbutsu philosophy, which is to go
to the source to find the facts to make correct decisions, build consensus and
achieve goals at our best speed.
Through true mutual trust with partners, contribute to the development of new
technology and improved expertise.
Contribute to economic development of local communities with R&D operations
functioning effectively in each region.
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When you go to a Restaurant:

1. List down how many of them
offers free wifi
2.The differences of their layout
(furniture, ambience, colors and etc.)
3.Customers situation; many than
the next doors customer?

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