Chapter 2
The Business Vision & Mission
Strategic Management:
Concepts & Cases
13th Edition
Fred David
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Ch 2 -1
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Ch 2 -2
Vision
What do we want to become?
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Ch 2 -3
Vision Statement Examples
General Motors vision is to be the
world leader in transportation
products and related services.
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Ch 2 -4
Vision
Clear Business
Vision
Comprehensive
Mission Statement
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Ch 2 -5
Mission Statement
Answers the question:
What is our business?
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Ch 2 -6
Mission Statement
An enduring statement of purpose
that distinguishes one organization
from other similar enterprises
A declaration of an organizations
reason for being
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Ch 2 -7
Mission Statements are also called
Creed statement
Statement of purpose
Statement of philosophy
Statement of beliefs
Statement of business principles
A statement defining our business
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Ch 2 -8
Mission Statement Examples
Proctor & Gamble provides branded
products and services of superior quality
and value that improve the lives of the
worlds consumers. As a result, consumers
reward us with industry leadership in sales,
profit, and value creation, allowing our
people, our shareholders, and the
communities in which we live and work to
prosper.
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Ch 2 -9
Vision & Mission
Great benefits can be achieved if
an organization
Systematically revisits their vision and
mission statement
Treats them as living documents
Considers them to be an integral part
of the firms culture
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Ch 2 -10
Vision & Mission
Shared vision creates a community of
interests
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Ch 2 -11
Developing Vision & Mission
Participation by as many managers as
possible is important in developing the
mission because through involvement
people become committed to an
organization
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Ch 2 -12
Steps to Developing Vision &
Mission Statements
1.
2.
3.
4.
5.
Have managers read related articles
Have managers prepare a vision and
mission statement for the organization
Merge the documents into one and
distribute
Gather feedback from managers
Meet to revise the final document
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Ch 2 -13
Benefits of Mission Statements
Better financial results
Unanimity of purpose
Resource allocation
Establishment of culture
Focal point for individuals
Establishment of work structure
Basis of assessment and control
Resolution of divergent views
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Ch 2 -14
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Ch 2 -15
Vision & Mission Statements
Provide unity of direction
Promote shared expectations
Consolidate values
Project a sense of worth and intent
Affirm the companys commitment
to responsible action
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Ch 2 -16
Mission & Customer Orientation
An effective mission statement:
Anticipates customer needs
Identifies customer needs
Provides product/service to satisfy
needs
Identifies the utility of a firms products
to its customers
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Ch 2 -17
Customers
Employees
Public
Image
Products or
Services
Markets
Mission
Components
Technology
Survival,
Growth,
Profits
Self-Concept
Philosophy
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Ch 2 -18
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Ch 2 -19
