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Chapter3

Chapter 3 discusses the importance of a business's vision and mission, defining mission as the main tasks to achieve the organization's vision and vision as a future concept. It emphasizes that a strong mission helps focus efforts, prevent conflicts, and establish responsibility within the organization. The chapter also provides examples of mission statements and outlines key components necessary for effective mission statements.

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Andres Nurhalim
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2 views

Chapter3

Chapter 3 discusses the importance of a business's vision and mission, defining mission as the main tasks to achieve the organization's vision and vision as a future concept. It emphasizes that a strong mission helps focus efforts, prevent conflicts, and establish responsibility within the organization. The chapter also provides examples of mission statements and outlines key components necessary for effective mission statements.

Uploaded by

Andres Nurhalim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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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).

Copyright 2007 Prentice Hall Ch 3 -2


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.

Copyright 2007 Prentice Hall Ch 3 -3


Mission Statement

“What is our business?”

Copyright 2007 Prentice Hall Ch 3 -4


Mission Statements

•Enduring statement of purpose


•Distinguishes one firm from another
•Declares the firm’s reason for being

Copyright 2007 Prentice Hall Ch 3 -5


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.

Copyright 2007 Prentice Hall Ch 3 -6


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?

Copyright 2007 Prentice Hall Ch 3 -8


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

Copyright 2007 Prentice Hall Ch 3 -9


Importance of Mission

Benefits from a strong mission

Unanimity of Purpose

Resource Allocation
Mission
Organizational Climate

Focal point for work


structure

Copyright 2007 Prentice Hall Ch 3 -10


Social Policy & Mission

Social policy should be integrated in all


strategic-management activities

Mission should convey the social


responsibility of the firm

Copyright 2007 Prentice Hall Ch 3 -11


Products
Services Markets
Customers

Technology

Employees
Mission
Elements

Survival
Growth
Profit
Public
Image
Self-Concept Philosophy

Copyright 2007 Prentice Hall Ch 3 -12


Mission Statement -
Customer
• Customers, Who are the company's
customers?

Copyright 2007 Prentice Hall Ch 3 -13


Mission Statement - Product
Product, What is the product in the form of
main goods or services produced by the
company?

Copyright 2007 Prentice Hall Ch 3 -14


Mission Statement - Market
Market, where do companies compete?

Copyright 2007 Prentice Hall Ch 3 -15


Mission Statement -
Technology
Does the company apply the latest
technology, the most sophisticated? or what
technology is used?

Copyright 2007 Prentice Hall Ch 3 -16


Mission Statement - Survival
Growth Profit
• Does the company have a commitment to
good survival, growth and finance?

Copyright 2007 Prentice Hall Ch 3-17


Mission Statement-
Philoshopy
• what are the basics of beliefs, values,
aspirations and ethical priorities?

Copyright 2007 Prentice Hall Ch 3 -18


Mission Statement- Self
Concept
• What special abilities or competitive
advantages does the company have?

Copyright 2007 Prentice Hall Ch 3 -19


Mission Statement - Public
Image
• Is the company responsive to social,
community and environmental thinking?

Copyright 2007 Prentice Hall Ch 3 -20


Mission Statement -
Employee
• Are employees considered and treated as
valuable assets for the company?

Copyright 2007 Prentice Hall Ch 3 -21


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.
Copyright 2007 Prentice Hall Ch 3 -22
Mission Statement Evaluation Matrix

COMPONENTS

Concern for
Survival,
Products Growth,
Organization Customers Services Markets Profitability Technology

Ben & Jerry's No Yes Yes Yes No

Copyright 2007 Prentice Hall Ch 3 -23


Mission Statement Evaluation Matrix

COMPONENTS

Self- Concern for Concern for


Organization Philosophy Concept Public Image Employees

Ben & Jerry's No Yes Yes Yes

Copyright 2007 Prentice Hall Ch 3 -24

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