Module 13 Strategic Management PDF

+-----------------------------------------------------------------------+ | ***Course Code and Title:*** **CBME2 -- Strategic Management** | +=======================================================================+ | **Lesson Number: 13** | +---...

+-----------------------------------------------------------------------+ | ***Course Code and Title:*** **CBME2 -- Strategic Management** | +=======================================================================+ | **Lesson Number: 13** | +-----------------------------------------------------------------------+ | **Topic: Difference Between Vision and Mission Statements: 25 | | Examples** | | | | Organizations summarize their [goals and | | objectives](https://www.diffen.com/difference/Goal_vs_Objective) in * | | *mission | | and vision statements**. Both of these serve different purposes for a | | company but are often confused with each other. While a mission | | statement describes what a company wants to do *now*, a vision | | statement outlines what a company wants to be in the *future*. | | | | The Mission Statement concentrates on the present; it defines the | | customer(s), critical processes and it informs you about the desired | | level of performance. | | | | The Vision Statement focuses on the future; it is a source of | | inspiration and motivation. Often it describes not just the future of | | the organization but the future of the industry or society in which | | the organization hopes to effect change. | | | | Mission Statement versus Vision Statement comparison chart | | | | | | | | | | ------------------------------------------------------------ ------ | | --------------------------------------------------------------------- | | --------------------------------------------------------------------- | | --------------------------------------------------------------------- | | ----------------- --------------------------------------------------- | | --------------------------------------------------------------------- | | --------------------------------------------------------------------- | | ------ | | **Miss | | ion Statement** | | | | | | **Vision Statement** | | **About** A Miss | | ion statement talks about HOW you will get to where you want to be. D | | efines the purpose and primary objectives related to your customer ne | | eds and team values. | | A Vision statement outlines where you want to be. C | | ommunicates both the purpose and values of your business. | | **Answer** It ans | | wers the question, "What do we do? What makes us different?" | | | | | | It answers the question, "Where do we aim to be?" | | **Time** A miss | | ion statement talks about the present leading to its future. | | | | | | A vision statement talks about your future. | | **Function** It lis | | ts the broad goals for which the organization is formed. Its prime fu | | nction is internal; to define the key measure or measures of the orga | | nization\'s success and its prime audience is the leadership, team an | | d stockholders. It lists where you see yourself some years from now | |. It inspires you to give your best. It shapes your understanding of | | why you are working here. | | **Change** Your m | | ission statement may change, but it should still tie back to your cor | | e values, customer needs, and vision. | | | | As your organization evolves, you might feel tempte | | d to change your vision. However, mission or vision statements explai | | n your organization\'s foundation, so change should be kept to a mini | | mum. | | **Developing a statement** What d | | o we do today? For whom do we do it? What is the benefit? In other wo | | rds, Why we do what we do? What, For Whom, and Why? | | | | Where do we want to be going forward? When do we wa | | nt to reach that stage? How do we want to do it? | | **Features of an effective statement** Purpos | | e and values of the organization: Who are the organization\'s primary | | \"clients\" (stakeholders)? What are the responsibilities of the org | | anization towards the clients? | | Clarity and lack of ambiguity: Describing a bright | | future (hope); Memorable and engaging expression; realistic aspiratio | | ns, achievable; alignment with organizational values and culture. | | | | Volume 75 | +-----------------------------------------------------------------------+ | **Learning Objectives:** | | | | At the end of the lesson, the students will be able to: | | | | 1. Define Vision and Mission. | | | | 2. Collect the brands that get it: 25 examples of Vision and Mission | | Statements. | | | | 3. Qualify the 25 Companies that get them right and they have the | | customer loyalty to prove it. | +-----------------------------------------------------------------------+ | **Pre-assessment:** | | | | **Multiple Choices: Pick out the letter of the correct answer and | | write the letter on the space provided before each number.** | | | | a. To identify key employees. | | | | b. To convey what you want to accomplish | | | | c. To talk about why you started the business | | | | d. To develop pricing strategy | | | | \_\_\_\_\_ 2. How does a mission statement differ from a vision | | statement? | | | | a. A mission statement talks about where you see yourself in five | | years. | | | | b. A mission statement explains how and why you started a business. | | | | c. None of the answers are correct; the terms mission and vision | | statements can be used interchangeably. | | | | d. A vision statement explains how and why you started a business.. | | | | \_\_\_\_\_ 3. How does a business aim relate to a vision statement? | | | | a\. Aims are incorporated in the mission statement. | | | | b\. Aims are measurable steps toward a vision. | | | | c\. Aims are incorporated in the vision statement. | | | | d\. Aims are the past achievements of your business. | | | | \_\_\_\_\_ 4. It is an aspiring description of what you would like to | | achieve in the long-term | | | | future. | | | | a\. Vision statement | | | | b\. Mission statement. | | | | c\. Business aims | | | | d\. Business objectives | | | | \_\_\_\_\_ 5. It defines the company business, its objectives and | | approval to reach the vision | | | | (THE HOW). | | | | a\. Vision statement | | | | b\. Mission statement. | | | | c\. Business aims | | | | d\. Business objectives | | | | **Lesson Presentation:** | | | | **Chapter 13 Difference Between Vision and Mission Statements: 25 | | Examples** | | | | ***Definition of vision and mission: A vision statement focuses on | | tomorrow and what an organization wants to ultimately become. A | | mission statement focuses on today and what an organization does to | | achieve it. Both are vital in directing goals.*** | | | | **Mission, vision, values.** We've heard this trio rattled off | | countless times, rapid-fire like they're one catchy phrase --- when, | | in fact, they are three very distinct concepts for organizations. | | | | The lines especially get blurred with vision and mission statements. | | But when it comes to the drive and direction of your company today | | and tomorrow, you don't want to have trouble seeing when you're | | behind the wheel. And, the same rings true for your content | | marketing. | | | | So, we're breaking down the difference between a vision and mission | | statement --- and rounding up stellar examples from top brands --- to | | help you better understand and define your company's essence with | | confidence. | | | | What is the difference between a vision and a mission? | | | | The vision statement focuses on tomorrow and what the organization | | wants to become. The mission statement focuses on today and what the | | organization does. While companies commonly use mission and vision | | statements interchangeably, it's important to have both. One doesn't | | work without the other, because having purpose and meaning are | | critical for any business. | | | | What is a mission statement? | | | | **Your mission statement drives the company.** It is what you do/the | | core of the business, and from it come the objectives and finally, | | what it takes to reach those objectives. It also shapes your | | company's culture. | | | | Mission statement questions look like: | | | | - What do we do? | | | | - Whom do we serve? | | | | - How do we serve them? | | | | This trickle-down effect of a mission statement confirms its value at | | any company. Just by its definition, you can quickly see how a [solid | | mission motivates a team to advance toward a common | | goal](https://www.clearvoice.com/blog/how-to-grow-b2b-blog-traffic-to | | -50k-organic-monthly-pageviews/), | | because they started at the same place and they are working together | | to reach the same end-goal. | | | | On the other hand, a weak mission --- or no mission at all --- can | | have the opposite effect. Picture this: silos, miscommunications, | | flailing, feeling unmotivated. And, imagine what that does to a | | company. Scary, right? | | | | For content marketers | | | | Your [content | | strategy](https://www.clearvoice.com/blog/25-questions-ask-build-cont | | ent-creation-strategy/) supports | | the company's mission statement --- **think of it as the HOW of what | | you do. **This helps you stay on track, true to your brand and true | | to your goals. Every piece of [content you | | create](https://www.clearvoice.com/blog/content-creation-process/) sh | | ould | | be rooted in your mission statement, from the tone of voice to the | | call-to-action. | | | |  | | | | What is a vision statement? | | | | **Your vision statement gives the company direction.** It is the | | future of the business, which then provides the purpose. | | | | The vision statement is about what you want to become. It's | | aspirational. | | | | Vision statement questions look like: | | | | - What are our hopes and dreams? | | | | - What problem are we solving for the greater good? | | | | - Who and what are we inspiring to change? | | | | The vision statement promotes growth, both internally and externally. | | A strong vision helps teams focus on what matters the most for their | | company. It also invites innovation. A purpose-driven company | | envisions success as a whole, because they know what success means | | for their company. | | | | On the flip side, a lack of vision is a road to nowhere for a | | business. Imagine this: stagnation, outdated processes, moving | | without purpose, feeling uninspired. Can a company even survive | | without a clear vision? You know the answer to that one. | | | | For content marketers | | | | The content vision supports the company's vision statement --- this | | is the WHY of what you do. This helps you stay forward-thinking, true | | to your beliefs and true to your purpose. Every piece of content you | | dream up should fly high with your vision statement, from the | | inception of an e-book to [the lofty blog traffic | | milestone](https://www.clearvoice.com/blog/how-to-grow-b2b-blog-traff | | ic-to-50k-organic-monthly-pageviews/). | | | |    | | | | Find a Team to Manage Your Content and Grow Your Vision | | | | Never miss a chance to engage with customers. Create better content, | | faster. With Clear Voice, you can tap into vetted freelance teams who | | can manage your content plans, start to finish. Major content | | projects to enterprise scale. Articles, motion graphics, posts and | | more to fill all your content channels and grow your content vision. | | | | **Brands that get it: 25 examples of vision and mission statements** | | | | So, what do great vision and mission statements look like? Here are | | 25 companies that get them right. And, they have the customer loyalty | | to prove it. | | | |   | | | | Tesla\'s mission and vision | | statements**Company:** [**Tesla**](https://www.tesla.com/about) | | | | **Mission:** To accelerate the world's transition to sustainable | | energy. | | | | **Vision:** To create the most compelling car company of the 21st | | century by driving the world's transition to electric vehicles. | | | | **Why it works: **What better word than "accelerate" in a mission to | | serve as the driving force behind what Tesla does. While boldly | | stating "best in the century" reflects loftier dreams in the vision. | | | |   | | | | **Company:** [**Amazon**](http://panmore | |.com/amazon-com-inc-vision-statement-mission-statement-analysis) | | | | **Mission:** We strive to offer our customers the lowest possible | | prices, the best available selection, and the utmost convenience. | | | | **Vision:** To be Earth's most customer-centric company, where | | customers can find and discover anything they might want to buy | | online. | | | | **Why it works: **Amazon's mission is cut-and-dry about what they | | offer to customers. The vision takes the offerings farther, saying | | their company will offer "anything" customers want. | | | | Patagonia\'s mission and vision | | statements**Company:** [**Patagonia**](https://www.patagonia.com/comp | | any-info.html) | | | | **Mission:** Build the best product, cause no unnecessary harm, use | | business to inspire and implement solutions to the environmental | | crisis. | | | | **Vision:** A love of wild and beautiful places demands participation | | in the fight to save them, and to help reverse the steep decline in | | the overall environmental health of our planet. | | | | **Why it works: **Building and implementation in Patagonia's mission | | convey what they achieve every day. The tone of the vision changes | | dramatically, showing a company who will rise up to protect the | | future. | | | | **Company:** [**TED**](https://www.ted.c | | om/about/our-organization) | | | | **Mission:** Spread ideas. | | | | **Vision:** We believe passionately in the power of ideas to change | | attitudes, lives and, ultimately, the world. | | | | **Why it works: **The TED mission to "spread ideas" is a simple | | demonstration of how they serve. The vision is all about impact, how | | spreading ideas invokes change in the world. | | | |   | | | | LinkedIn\'s mission and vision | | statements**Company:** [**LinkedIn**](https://www.consciousculturegro | | up.com/linkedin-vision-values-insights/) | | | | **Mission:** To connect the world's professionals to make them more | | productive and successful. | | | | **Vision:** To create economic opportunity for every member of the | | global workforce. | | | | **Why it works: **LinkedIn succinctly captures what they do (connect) | | and who they serve (the world's professionals) in their mission. | | While the vision encompasses every working person in the world. | | | |   | | | |   | | | | **Company:** [**Google**](http://panmore | |.com/google-vision-statement-mission-statement) | | | | **Mission:  **To organize the world's information and make it | | universally accessible and useful. | | | | **Vision:** To provide access to the world's information in one | | click. | | | | **Why it works: **Google may seem complex, but its mission clarifies | | that organization and accessibility are what they offer. Their vision | | statement is about improving accessibility in the future "in one | | click." | | | | Uber\'s mission and vision | | statements**Company:** [**Uber**](https://www.uber.com/us/en/about/) | | | | **Mission:** Uber's mission is to bring transportation --- for | | everyone, everywhere. | | | | **Vision:** Smarter transportation with fewer cars and greater | | access. Transportation that's safer, cheaper, and more reliable; | | transportation that creates more job opportunities and higher incomes | | for drivers. | | | | **Why it works: **Uber "transports," so it is the perfect actionable | | verb for their mission. The vision dives deeper into how their | | transportation services exist for the greater good of everyone. | | | | **Company: [AirBnB](https://blog.atairb | | nb.com/)** | | | | **Mission:** Belong anywhere. | | | | **Vision:** Tapping into the universal human yearning to belong---the | | desire to feel welcomed, respected, and appreciated for who you are, | | no matter where you might be. | | | | **Why it works: **In just two words, the Airbnb mission says "we help | | you feel at home." They explore a deeper sense of belonging in the | | vision, tapping into the universal human desire their company aims | | for. | | | | Intel\'s mission and vision | | statements**Company:** [Intel](https://www.intel.com/content/www/us/e | | n/support/articles/000015119/programs.html) | | | | **Mission:** Utilize the power of Moore's Law to bring smart, | | connected devices to every person on earth. | | | | **Vision:** If it is smart and connected, it is best with Intel. | | | | **Why it works: **Intel "brings smart, connected devices" to everyone | | in their mission. Their vision uses more boastful language, | | illustrating great confidence in the future of their solutions. | | | | **Company:** [**Ferrari**](http://corpo | | rate.ferrari.com/en/about-us/ferrari-dna) | | | | **Mission:** We build cars, symbols of Italian excellence the world | | over, and we do so to win on both road and track. Unique creations | | that fuel the Prancing Horse legend and generate a "World of Dreams | | and Emotions." | | | | **Vision:** Ferrari, Italian Excellence that makes the world dream. | | | | **Why it works: **"We build to win" in Ferrari's mission focuses on | | the strength and quality of their product. In this ambitious vision, | | their cars will reach the pinnacle of "Italian Excellence." | | | | GoDaddy\'s mission and vision statements | | **Company:** [**GoDaddy**](https://careers.godaddy.com/culture) | | | | **Mission:** We are here to help our customers kick ass. We do that | | by living our strategy and ruthlessly prioritizing our work to create | | simple elegant technology that delights our customers -- all while | | delivering service that is second to none. Every single day, we join | | forces across teams and groups to break down barriers, build new | | markets and stare down the impossible until the impossible blinks. | | | | **Vision:** We will radically shift the global economy toward small | | business by empowering people to easily start, confidently grow and | | successfully run their own ventures. | | | | **Why it works: **Though cheeky, "helping customers kick ass" wasn't | | enough to explain what GoDaddy does and they ended up creating a | | lengthy mission. The vision uses "radically shift" to convey a | | passion for progress. | | | | **Company:** [**Caterpillar**](https://www. | | caterpillar.com/en/company/sustainability/vision-mission-strategy.htm | | l) | | | | **Mission:** To enable economic growth through infrastructure and | | energy development, and to provide solutions that support communities | | and protect the planet. | | | | **Vision:** Our vision is a world in which all people's basic | | needs---such as shelter, clean water, sanitation, food and reliable | | power---are fulfilled in an environmentally sustainable way and a | | company that improves the quality of the environment and the | | communities where we live and work. | | | | **Why it works: **"Enable" is a fancy word for "give," but | | Caterpillar spells out their "how" concisely. While the vision digs | | more into their "why," that their company will never stop improving | | environments and communities. | | | | Toyota\'s mission and vision statements**Company:** [**Toyota | | USA**](http://toyota.custhelp.com/app/answers/detail/a_id/7654/~/what | | -are-toyotas-mission-and-vision-statements%3F) | | | | **Mission:** To attract and attain customers with high-valued | | products and services and the most satisfying ownership experience in | | America. | | | | **Vision:** To be the most successful and respected car company in | | America. | | | | **Why it works: **Toyota's mission demonstrates what they are known | | for: products and service. Even in a highly competitive industry, | | their vision states that they will become the best car company in the | | country. | | | | **Company:** [**Samsung**](https://www. | | samsung.com/us/aboutsamsung/vision/vision2020/) | | | | **Mission: **Inspire the world with our innovative technologies, | | products and design that enrich people's lives and contribute to | | social prosperity by creating a new future. | | | | **Vision:** Inspire the world. Create the future. | | | | **Why it works: **Samsung has a mixed bag for its mission and vision | | statements. Their vision lies within the mission, where they clarify | | how they "inspire the world" and "create the future." | | | | Wikimedia\'s mission and vision | | statements**Company:** [**Wikimedia**](https://wikimediafoundation.or | | g/about/vision/) | | | | **Mission:** To empower and engage people around the world to collect | | and develop educational content under a free license or in the public | | domain, and to disseminate it effectively and globally. | | | | **Vision:** Imagine a world in which every single human being can | | freely share in the sum of all knowledge. That's our commitment. | | | | **Why it works: **Wikimedia's mission motivates their team to move | | toward a common goal of empowerment and engagement. Their vision | | paints a future world where their company's commitment makes a | | lasting impact. | | | | **Company:** [***Ebay***](https://www.ebayi | | nc.com/our-company/who-we-are/) | | | | **Mission:** To be the world's favorite destination for discovering | | great value and unique selection. | | | | **Vision:** Our vision for commerce is one that is enabled by people, | | powered by technology, and open to everyone. | | | | **Why it works: **Ebay's mission uses "destination" to show their | | virtual company as a real place people come to. An ongoing focus on | | people and technology get into the "why" of their vision. | | | | IKEA\'s mission and vision | | statements**Company:** [**Ikea**](https://www.ikea.com/ms/en_CA/this- | | is-ikea/working-at-the-ikea-group/index.html) | | | | **Mission:** Offer a wide range of well-designed, functional home | | furnishing products at prices so low that as many people as possible | | will be able to afford them. | | | | **Vision:** To create a better everyday life for the many people. | | | | **Why it Works: **The mission here focuses on the functionality of | | IKEA's products and the affordability for their customers. In the | | vision, the IKEA team has a true sense of purpose in "creating a | | better everyday life." | | | | **Company:** [**Cisco**](https://investor.c | | isco.com/investor-relations/resources/faq/default.aspx) | | | | **Mission:** Shape the future of the Internet by creating | | unprecedented value and opportunity for our customers, employees, | | investors, and ecosystem partners. | | | | **Vision:** Changing the way we work, live, play, and learn. | | | | **Why it works: **Cisco decided on a blended mission and vision | | statement. Language like "shape the future" is more vision-oriented, | | but the mission talks about the people they serve. | | | | Sony\'s mission and vision | | statements**Company:** [Sony](https://www.sonynetwork.co.jp/corporati | | on/en/company/vision_mission/) | | | | **Mission:** A company that inspires and fulfills your curiosity. | | | | **Vision:** Using our unlimited passion for technology, content and | | services to deliver groundbreaking new excitement and entertainment, | | as only Sony can. | | | | **Why it works: **Sony gives a customer-focused touch to their | | mission by using "your." The "unlimited passion" and "groundbreaking | | entertainment" messaging in their vision demonstrates innovation. | | | | **Company:** [**Southwest | | Airlines**](http://investors.southwest.com/our-company/purpose-vision | | -values-and-mission) | | | | **Mission:** The mission of Southwest Airlines is dedication to the | | highest quality of customer service delivered with a sense of warmth, | | friendliness, individual pride, and company spirit. | | | | **Vision:** To become the world's most loved, most flown, and most | | profitable airline. | | | | **Why it works: **Southwest Airlines tells us right up front that | | quality customer service is their mission. Their vision is highly | | aspirational across the board in saying they want to be "the most" of | | everything. | | | | ADP\'s Difference Between Mission and | | Vision**Company:** [**ADP**](https://www.adp.com/about-adp/philosophy | |.aspx) | | | | **Mission:** Power organizations with insightful solutions that drive | | business success. | | | | **Vision:** Be the world's authority on helping organizations focus | | on what matters. | | | | **Why it works: **"Power" is a strong mission-focused verb that | | speaks to what ADP does. Becoming "the world's authority" ties a | | lofty statement into their purpose of helping other organizations. | | | | **Company:** [**Kaiser | | Permanente**](https://share.kaiserpermanente.org/about-us/about-kaise | | r-permanente/) | | | | **Mission:** Kaiser Permanente exists to provide high-quality, | | affordable health care services and to improve the health of our | | members and the communities we serve. | | | | **Vision:** We are trusted partners in total health, collaborating | | with people to help them thrive and creating communities that are | | among the healthiest in the nation. | | | | **Why it works: **Saying "exist" sounds more like a vision statement, | | but the rest of the mission says what Kaiser Permanente does. In the | | vision, "thrive" and "healthiest" are big words that show their | | impact. | | | | Coinbase\'s Difference Between Mission and | | Vision**Company:** [**Coinbase**](https://www.coinbase.com/about) | | | | **Mission:** The mission of Coinbase is to create an open financial | | system for the world. | | | | **Vision:** Digital currency will bring about more innovation, | | efficiency, and equality of opportunity in the world by creating an | | open financial system. | | | | **Why it works: **Coinbase didn't sugarcoat what they do in their | | mission statement, did they? And, in the vision, their message speaks | | well to the change their company will bring one day. | | | | **Company:** [**Facebook**](https://www | |.facebook.com/pg/facebookcareers/about/?ref=page_internal) | | | | **Mission:** To give people the power to build community and bring | | the world closer together. | | | | **Vision:** People use Facebook to stay connected with friends and | | family, to discover what's going on in the world, and to share and | | express what matters to them. | | | | **Why it works: **Facebook's mission is focused on the community | | their platform promises. Their vision talks about why community | | matters, interweaving how they will "bring the world closer together" | | from the mission. | | | | Whole Foods Market\'s mission and vision | | statements**Company:** [**Whole | | Foods**](https://www.wholefoodsmarket.com/mission-values/core-values/ | | declaration-interdependence) | | | | **Mission:** Whole Foods Market is a dynamic leader in the quality | | food business. We are a mission-driven company that aims to set the | | standards of excellence for food retailers. We are building a | | business in which high standards permeate all aspects of our company. | | Quality is a state of mind at Whole Foods Market. | | | | **Vision:** Whole foods, Whole People, Whole Planet. | | | | **Why it works: **This mission uses repetition throughout to | | reinforce the quality that Whole Foods is known for. Making | | everything "whole" in their vision binds their company to a set of | | beliefs that they complete people's lives. | | | | [**So, what do great vision and mission statements look like? Here | | are 25 companies that get them right. And, they have the customer | | loyalty to prove it. \#branding | | \#contentmarketing**](https://twitter.com/intent/tweet?url=https://ww | | w.clearvoice.com/blog/difference-between-mission-vision-statement-exa | | mples/&text=So%2C%20what%20do%20great%20vision%20and%20mission%20stat | | ements%20look%20like%3F%20Here%20are%2025%20companies%20that%20get%20 | | them%20right.%20And%2C%20they%20have%20the%20customer%20loyalty%20to% | | 20prove%20it.%20%23branding%20%23contentmarketing&via=ClearVoice&rela | | ted=ClearVoice)Mission | | statements for more top brands: | | | | - [**Adidas **](https://www.adidas-group.com/en/group/strategy-over | | view/)--- | | To be the best sports company in the world. | | | | - [**CalArts **](https://calarts.edu/about)--- CalArts teaches | | artists to develop the skills and personal drive to reach their | | creative potential, question received ideas and expand forms of | | knowledge and experience in the world. CalArts challenges artists | | to create work that matters globally to the state of culture | | today and in the future. | | | | - [**Coca-Cola**](https://www.coca-colacompany.com/company/purpose- | | and-vision) --- | | To refresh the world in mind, body and spirit; to inspire moments | | of optimism and happiness through our brands and actions; to | | create value and make a difference. | | | | - [**Dunkin' | | Donuts **](https://www.dunkindonuts.com/en/about/about-us)--- | | Everything we do is about you. From chefs who create exciting new | | flavors, to crew members who know exactly how you want your | | drink---we prioritize what you need to get you on your way. We | | strive to keep you at your best, and we remain loyal to you, your | | tastes and your time. That's what America runs on. | | | | - [**Goodwill **](https://www.goodwill.org/about-us/)--- Goodwill | | works to enhance people's dignity and quality of life by | | strengthening their communities, eliminating their barriers to | | opportunity, and helping them reach their full potential through | | learning and the power of work. | | | | - [**L'Oréal**](https://www.loreal.com/group/who-we-are/our-mission | | ) --- | | L'Oréal has set itself the mission of offering all women and men | | worldwide the best of cosmetics innovation in terms of quality, | | efficacy and safety. By meeting the infinite diversity of beauty | | needs and desires all over the world. | | | | - [**McDonald's**](https://www.mcdonalds.com/gb/en-gb/help/faq/1851 | | 7-whats-mcdonalds-mission-statement.html) --- | | Our aim is to provide a fun and safe environment where our | | customers can enjoy good food made with quality ingredients at | | affordable prices. | | | | - [**The Met** ](https://www.metmuseum.org/about-the-met)--- The | | mission of The Metropolitan Museum of Art is to collect, | | preserve, study, exhibit, and stimulate appreciation for and | | advance knowledge of works of art that collectively represent the | | broadest spectrum of human achievement at the highest level of | | quality, all in the service of the public and in accordance with | | the highest professional standards. | | | | - [**Microsoft**](https://www.microsoft.com/en-us/about) --- Our | | mission is to empower every person and organization on the planet | | to achieve more. | | | | - [**MIT **](https://web.mit.edu/facts/mission.html)--- The mission | | of MIT is to advance knowledge and educate students in science, | | technology, and other areas of scholarship that will best serve | | the nation and the world in the 21st century. | | | | - **[NASA](https://www.nasa.gov/careers/our-mission-and-values/) (N | | ational | | Aeronautics and Space Administration) **--- It is NASA's mission | | to: explore, use, and enable the development of space for human | | enterprise; advance scientific knowledge and understanding of the | | Earth, the Solar System, and the Universe and use the environment | | of space for research; and research, develop, verify, and | | transfer advanced aeronautics, space, and related technologies. | | | | - **[Nike](https://about.nike.com/) **--- Bring inspiration and | | innovation to every athlete\* in the world. \*If you have a body, | | you are an athlete. | | | | - [**Northwestern | | University**](https://www.northwestern.edu/about/) --- | | Northwestern is committed to excellent teaching, innovative | | research, and the personal and intellectual growth of its | | students in a diverse academic community. | | | | - [**Oprah Winfrey | | Network**](https://www.oprah.com/pressroom/oprah-and-discovery-co | | mmunications-announce-own-the-oprah-w/all) --- | | OWN's mission to create multiple platforms for women, men and | | their families with a purpose and a passion: to celebrate life, | | to inspire and entertain, empowering viewers around the world to | | live their best lives, and by doing so, lift the lives of those | | around them in ever-widening circles. | | | | - **[Pepsi](https://www.pepsico.com/about/mission-and-vision) **--- | | Create more smiles with every sip and every bite. | | | | - [**Shopify **](https://www.shopify.com/about)--- Making commerce | | better for everyone. | | | | - [**Southwest | | Airlines**](https://www.southwest.com/html/about-southwest/index. | | html) --- | | The mission of Southwest Airlines is dedication to the highest | | quality of customer service delivered with a sense of warmth, | | friendliness, individual pride, and company spirit. | | | | - [**Starbucks**](https://www.starbucks.com/about-us/company-inform | | ation/mission-statement) --- | | To inspire and nurture the human spirit -- one person, one cup | | and one neighborhood at a time. | | | | - **[Target](https://corporate.target.com/about/purpose-history) ** | | --- | | To help all families discover the joy of everyday life. | | | | - [**Walt Disney | | Company**](https://thewaltdisneycompany.com/about/) --- The | | mission of The Walt Disney Company is to entertain, inform and | | inspire people around the globe through the power of unparalleled | | storytelling, reflecting the iconic brands, creative minds and | | innovative technologies that make ours the world's premier | | entertainment company. | | | | Mission vs. vision: Know who you are and where you're going | | | | The mission statement focuses on today and what we do, and the vision | | statement focuses on tomorrow and what we want to become. Both are | | important to a company's survival. | | | | Call it the essence, beating heart, or the defining characteristic | | --- whatever you call it, make sure your mission and vision are | | clearly defined and understood for the sake of your content and your | | company. | | | | Get a content mission and a [content vision | | statement](https://www.clearvoice.com/blog/create-a-content-vision/)  | | down | | on paper. Share it with your team members. Then you can measure your | | future content efforts against the two. And although they are | | not [slogans or taglines | | themselves](https://www.clearvoice.com/blog/brand-slogans-and-tagline | | s/), | | they should definitely help inform them and all your content. | | | | Knowing who you are and where you're going is the foundation of an | | organization's success. So, who are you? And, where are you going? | | Get tips on how the nature of planning itself can help your | | envisioned goals materialize | | | | **Generalization:** | | | | The vision, mission, and values statements guide the behaviors of | | people in the organization. But when the statements are not | | supported, people have no guidance. If people in the firm were guided | | by the mission, they could have corrected even the CEO. The | | Countrywide might have avoided disaster. | | | |. A ***vision statement*** is a statement of an organization's | | overarching aspirations of what it hopes to achieve or to become. | | Here some examples of vision statements: | | | | - **Disney:** To make people happy | | | | - **IKEA:** To create a better everyday life for many people. | | | | - **British Broadcasting Company (BBC):** To be the most creative | | organization in the world. | | | | - **Avon:** To be the company that best understands and satisfies | | the product, service, and self-fulfillment needs of women- | | globally. | | | | - **Sony corporation:** To be a company that inspires and fulfills | | your curiosity. | | | | While ***Mission statement*** describes what the organization needs | | to do now to achieve the vision. The vision and mission statements | | must support each other, but the mission statement is more specific. | | It defines how the organization will be different from other | | organizations in its industry. Here examples of mission statements | | from successful businesses: | | | | - **Adidas:** We strive to be the global leader in the sporting | | goods industry with brands built on a passion for sports and a | | sporting lifestyle. | | | | - **Amazon:** We seek to be Earth's most customer-centric company | | for four primary sets: consumers, sellers, enterprises, and | | content creators. | | | | - **Google:** To organize the world's information and make it | | universally accessible and useful. | | | | - **Honest Tea:** To create and promote great-tasting, truly | | healthy, organic beverages. | | | | **Activity/Evaluation:** | | | | **I. Multiple Choice: Pick out the letter of the correct answer and | | write the letter on the space provided before each number.** | | | | ** ** | | | | \_\_1. An organization needs to have a mission statement to: | | | | a. inform stakeholders | | | | b. allocate budget | | | | c. ensure viability | | | | d. set boundaries | | | | \_\_2. **A mission statement contains an organization's** | | | | a. deadlines and targets | | | | b. diversity policy | | | | c. identity and purpose | | | | d. operational plan | | | | \_\_3. **Who in an organization has responsibility for working | | towards the vision /mission /goals?** | | | | a. Employees | | | | b. Employer | | | | c. Everyone who works for the organization | | | | d. Suppliers | | | | \_\_4. **When it comes to developing your organization's mission + | | vision: choose one from below:** | | | | a. Your vision comes first and your mission comes second. | | | | b. Your mission comes first, and your vision comes second. | | | | \_\_5. **A mission statement focuses on today and what an | | organization does to achieve it.** | | | | a. False | | | | b. True | | | | \_\_6. **All staff needs to be aware of their organization's mission/ | | vision/ goals.** | | | | a. False | | | | b. True | | | | \_\_7. **Why is it important to have an environmental business | | objective?** | | | | a. To adhere to government targets | | | | b. To be competitive | | | | c. To keep the customer base | | | | d. To reduce staff turnover | | | | \_\_8. **What is the purpose of organizational aims and objectives?** | | | | a. To provide direction to staff | | | | b. To prevent takeovers | | | | c. To give a brief overview of ideas | | | | d. To set staff limits of authority | | | | \_\_9. **A vision statement focuses on tomorrow and what an | | organization wants to ultimately become.** | | | | a. True | | | | b. False | | | | \_\_10. **A mission statement doesn't usually include:** | | | | a. What we do | | | | b. What we serve | | | | c. How we serve | | | | d. Deadlines for when things will be done | | | | **Reinforcement:** | | | | **I. Essay: Write your answers clearly and legibly. (10 points)** | | | | 1. *How do you analyze the mission and vision of a company?* | | | | 2. *Why are mission and vision important in business?* | | | | **References:** | | | | [[https://www.slideshare.net/opaprb/the-business-vision-and-mission-8 | | 492262]](https://www.slideshare.net/opaprb/the-business-v | | ision-and-mission-8492262) | | | | [[https://www.youtube.com/watch?v=DzhJNiQ3vMM]](https://w | | ww.youtube.com/watch?v=DzhJNiQ3vMM) | | | | https://courses.lumenlearning.com/wm-principlesofmanagement/chapter/r | | eading- | | | | mission-vision-and-values[/] | +-----------------------------------------------------------------------+