Vision , Mission ,

Objectives and Goals

Strategic Intent

1. Vision
2. Mission
3. Objectives

4. Goals

Vision

Defining Vision

description of something in the future

mental perception of the kind of environment
an individual, or an organization, aspires to
create within a broad time horizon and the
underlying conditions for the actualization of
this perception

Vision
Strategic intent should lead to an end.
That end is the vision of an organization or an

individual.
It is what the firm or a person would ultimately

like to become.

Examples
BSNL Vision Statement
To become the largest telecom service provider in
Asia.

Walt Disney vision Statement

Make people happy

Stokes Eye Clinic, Florence, South Carolina

Our vision is to take care of your vision.

Characteristics
1. Vision is developed through sharing
across an organization
2. Methods of convincing the others about
vision
3. Change agents

Benefits of having a vision

Good visions are inspiring and exhilarating.
Good vision foster long term thinking.
Good vision foster risk-taking and experimentation.
Good vision help in the creation of a common identity

and a shared sense of purpose.

Good visions are competitive, original and unique.
Good visions represent integrity, they are truly
genuine and can be used for the benefit of people.

Vision Statement
A vision statement answers the question,
What will success look like?

The pursuit of this image of success is what motivates

people to work together.

Example vision statement

Infosys
Vision
To be a globally respected
corporation that provides best-of-breed
business
solutions,
leveraging
technology, delivered by best-in-class
people."

VISION
Our Vision is to be the worlds mobile
communication leader enriching
customers lives, helping individuals,
businesses and communities be more
connected in a mobile world.

Mission

Mission
Organizations relate their existence to satisfying a
particular need of the society. They do it in terms of
their mission.

Mission is a statement which defines the role

that an organization plays in a society.
It refers to the particular need of that society for
instance, its information needs.

Defining Mission
essential purpose of the organization, concerning
particularly why it is in existence, the nature of the
business it is in, and the customers it seeks to serve
and satisfy.

purpose or
existence.

reason

for

the

organizations

mission is an enduring statement of purpose

that distinguishes one firm from other similar
firm.

In short the mission describes the

product, market and technological areas
of emphasis for the business.

Example Mission Statement:

NewPort News Shipbuilding

We shall build good ships here at

a profit if we can at a loss if we

must but always good ships

Characteristics
1. Feasible

2. Precise
3. Clear
4. Motivating
5. Distinctive
6. Indicates major components of strategy

Need for an explicit mission

To

ensure

unanimity

of

purpose

within

the

organization.
To provide a basis for motivating the use of the
organizations resources.
To develop a basis, or standard, for allocating

organizational resources.
To establish a general tone or organization climate.
To serve as a focal point for those who can identify
with the organizations purpose and direction.

Mission Statement
A

mission

statement

is

an

enduring

statement of purpose that distinguishes one

business from other similar firms. A mission

statement identifies the scope of a firms

operations in product and market terms.

BSNL mission

To provide world class state of art technology

telecom services to its customers on demand at
competitive prices.
To provide world class telecom infrastructure in
its area of operation and to contribute to the
growth of countrys economy.

The mission statement of an organization is normally

short, to the point, and contains the following elements:
Provides

concise

statement

of

why

the

organization exists, and what it is to achieve;

States the purpose and identity of the organization;
Defines the institution's values and philosophy; and
Describes how the organization will serve those
affected by its work.

Formulating mission
1.

What is the basic purpose of your organization?

2. What is unique about your organization?

3. What is in your company that will make it stand
out in a crowd?

4. Who are, and who should be, your principal

customers?
5. What

are

the

basic

beliefs,

philosophical priorities of your firm?

values

and

MISSION
Driving in a wireless world
Vodafone is primarily a user of technology
rather than a developer of it, and this fact is reflected
in the emphasis of our work programme on enabling
new applications of mobile communications, using
new technology for new services, research for
improving operational efficiency and quality of our
networks, and providing technology vision and
leadership that can contribute directly to business
decisions.

Infosys
Mission "To achieve our objectives
in an environment of fairness, honesty,
and courtesy towards our clients,
employees, vendors and society at
large."

A Vision statement describes

organization would like to become.

what

the

A Mission statement describes what the

organization is now.
What the company is providing to society?

Ford sample vision statements

Early 1900s: Democratize the automobile

Current: To become the world's leading Consumer

Company for automotive products and services.
Honda sample vision statements
1970: We will destroy Yamaha

Current: To Be a Company that Our Shareholders,

Customers and Society Want

Example Mission Statements

Wal-Mart "To give ordinary folk the chance to buy

the same thing as rich people."

Mary Kay Cosmetics "To give unlimited opportunity
to women."
3M "To solve unsolved problems innovatively"
Google's mission is to organize the world's
information and make it universally accessible and
useful.

Objectives

Objectives
Objectives represent a managerial commitment to
achieve specified results in a specified period, of time.

They clearly spell out the quantity and quality of

performance to be achieved, the time period, the
process and the person who is responsible for the
achievement of the objective.

Objectives are end results of planned

activity

Objectives state what is to be

accomplished by when and should be
quantified if possible.

Example Objectives
Minnesota Mining & Manufacturing (3M)
Financial objectives
1. To achieve 10% growth in earnings per
share.
2. To achieve 20% - 25% return on equity.
3. To achieve 27% return on capital
employed.

Characteristics

1. Objectives form a hierarchy

2. Objectives form a network
3. Multiplicity of objectives
4. Long and short range objectives

Areas of objectives
1. Markets
2. Productivity
3. Innovation
4. Product
5. Profitability
6. Financial resources
7. Physical facilities
8. Organization structure and activities
9. Manager performance and development
10. Employee performance and attitude
11. Customer service
12. Social responsibility

Importance of objectives
1. Objectives help to define the organization in its
environment
2. Objectives help in coordinating decisions and
decision-maker

3. Objectives help in formulating strategies

4. Objectives

provide

standards

organizational performance

for

assessing

Objectives of BSNL

National Plan Target of 500 million subscriber base for

the country by December 2010.
Broadband customers base of 20 million in the country
by 2010 as per Broadband policy 2004.

Factors affecting Objectives

1. Forces in the environment

2. Internal forces
3. The value systems of the top executives

Goals

Goal

Goal is defined as an intermediate result

to be achieved by a certain time as part of
the grand plan . A plan can, there for have
many goals.

Goals are short term (one year or less) milestones

or bench marks that organizations must achieve in

order for long term long term objectives to be
reached.

Goals

should

be

measurable,

quantitative,

challenging, realistic, consistent and prioritized.

A set of goals is needed for each

objective that is established in an
organization.

Goals have the following features

They:

1. Are derived from objectives

2. Offer a standard for measuring performance
3. Are expressed in concrete terms
4. Are time bound and work oriented.

Goals are important in Strategy

implementation
Objectives are in strategy formulation

Goals are an expected or desired outcome of a

planning process. Goals are usually broad, general
expressions of the guiding principles and aspirations
of an organization.
Objectives are precise targets that are necessary to
achieve goals. Objectives are detailed statements of
quantitatively or qualitatively measurable results the
plan hopes to accomplish.

San Antonio Multi-Service Market

Mission: Maximize Utilization of the Direct Care System in the San
Antonio Multi-Service Market Area

Vision: A World-Class, Multi-Service, Unified Health System Serving San

Antonio and Referred Beneficiary Market
Goals:
Optimize efficiency between direct and private sector care markets
Eliminate duplicate services
Increase synergy and cooperation among San Antonio MTFs
Ensure patient satisfaction with access and quality service
Strengthen Readiness by allocating appropriate mix of resources
Collaborate support functions across the market

Objectives:
Establish the Consult and Appointing Management Office
Increase RWPs / RVUs in the direct care system per the business plan
Consolidate logistical and contracting functions
Realign staff resources to meet patient demand
Establish enrollment sites to meet changing patient demographics
Enroll eligible beneficiaries up to capacity

Thank You