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Beschreibung
Mindmap von Syarina Nabila Mohd Salleh, aktualisiert more than 1 year ago
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Erstellt von Syarina Nabila Mohd Salleh
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Vision and Mission Analysis
- Vision Statement
- “What do we want to become?”
- The vision statement should be short, preferably one sentence, and as many
managers as possible should have input into developing the statement. The
vision statement should reveal the type of business the firm engages.
- EXAMPLES
- General Motors’ vision is to be the world leader in transportation products and related services.
(Author comment: Good statement) PepsiCo’s responsibility is to continually improve all aspects of
the world in which we operate—environment, social, economic—creating a better tomorrow than
today. (Author comment: Statement is too vague; it should reveal how the firm’s food and beverage
business benefits people)
- General Motors’ vision is to be the world leader in transportation products and related services.
(Author comment: Good statement) PepsiCo’s responsibility is to continually improve all aspects of
the world in which we operate—environment, social, economic—creating a better tomorrow than
today. (Author comment: Statement is too vague; it should reveal how the firm’s food and beverage
business benefits people)
- “What do we want to become?”
- Mission Statement
- A declaration of an organization's “reason for being.” It answers the pivotal
question “What is our business?” It is essential for effectively establishing
objectives and formulating strategies. It reveals what an organization wants
to be and whom it wants to serve
- A declaration of an organization's “reason for being.” It answers the pivotal
question “What is our business?” It is essential for effectively establishing
objectives and formulating strategies. It reveals what an organization wants
to be and whom it wants to serve
- Developing Vision &Mission Statements
- A widely used approach includes: 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. A facilitator or committee of top managers should then merge these
statements into a single document and distribute the draft statements to all managers. A request for
modifications, additions, and deletions is needed next, along with a meeting to revise the document.
- A widely used approach includes: 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. A facilitator or committee of top managers should then merge these
statements into a single document and distribute the draft statements to all managers. A request for
modifications, additions, and deletions is needed next, along with a meeting to revise the document.
- Importance of Vision and Mission Statements
- To make sure all employees/managers understand the firm’s purpose or reason for being. To
provide a basis for prioritization of key internal and external factors utilized to formulate feasible
strategies. To provide a basis for the allocation of resources. To provide a basis for organizing work,
departments, activities, and segments around a common purpose.
- To make sure all employees/managers understand the firm’s purpose or reason for being. To
provide a basis for prioritization of key internal and external factors utilized to formulate feasible
strategies. To provide a basis for the allocation of resources. To provide a basis for organizing work,
departments, activities, and segments around a common purpose.
- Benefits of Having a Clear Mission and Vision
- Characteristics of a Mission Statement
- 1. Broad in scope; does not include monetary amounts, numbers, percentages,
ratios, or objectives 2. Fewer than 150 words in length 3. Inspiring 4. Identifies the
utility of a firm’s products 5. Reveals that the firm is socially responsible 6. Reveals
that the firm is environmentally responsible 7. Includes nine components:
customers, products or services, markets, technology, concern for
survival/growth/profits, philosophy, self-concept, concern for public image,
concern for employees 8. Reconciliatory 9. Enduring
- 1. Broad in scope; does not include monetary amounts, numbers, percentages,
ratios, or objectives 2. Fewer than 150 words in length 3. Inspiring 4. Identifies the
utility of a firm’s products 5. Reveals that the firm is socially responsible 6. Reveals
that the firm is environmentally responsible 7. Includes nine components:
customers, products or services, markets, technology, concern for
survival/growth/profits, philosophy, self-concept, concern for public image,
concern for employees 8. Reconciliatory 9. Enduring
- A Customer Orientation
- 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. serve as a framework for evaluating
both current and prospective activities be stated in terms sufficiently
clear to be widely understood throughout the organization
- 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. serve as a framework for evaluating
both current and prospective activities be stated in terms sufficiently
clear to be widely understood throughout the organization
- Considerations
- 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 and
the benefit of knowledge. Do not offer me CDs. Offer me leisure and the sound of music.
- 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 the quietness of a cozy place. Do not offer
me things. Offer me ideas, emotions, ambience, feelings, and benefits. Please, do not offer me
things.
- 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 and
the benefit of knowledge. Do not offer me CDs. Offer me leisure and the sound of music.
- Mission Statement Components
- 1. Customers—Who are the firm’s customers? 2. Products or
services—What are the firm’s major products or services? 3.
Markets—Geographically, where does the firm compete? 4.
Technology—Is the firm technologically current? 5. Survival, growth, and
profitability—Is the firm committed to growth and financial soundness?
- 6. Philosophy—What are the basic beliefs, values,
aspirations, and ethical priorities of the firm? 7.
Self-concept (distinctive competence)—What is the
firm’s major competitive advantage? 8. Public
image—Is the firm responsive to social, community,
and environmental concerns? 9. Employees—Are
employees a valuable asset of the firm?
- 1. Customers—Who are the firm’s customers? 2. Products or
services—What are the firm’s major products or services? 3.
Markets—Geographically, where does the firm compete? 4.
Technology—Is the firm technologically current? 5. Survival, growth, and
profitability—Is the firm committed to growth and financial soundness?
- Example Mission Statements
- PepsiCo We aspire to make PepsiCo the world’s (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). Author comment: Statement lacks three components: Customers
(1), Technology (4), and Distinctive Competence (7); 62 words
- PepsiCo We aspire to make PepsiCo the world’s (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). Author comment: Statement lacks three components: Customers
(1), Technology (4), and Distinctive Competence (7); 62 words
- Exemplary Proposed Mission Statement
- Avon Our mission is to provide women (1) quality fragrances, cosmetics, and jewelry (2) at reasonable
prices backed by outstanding customer service provided by our thousands of door-to-door sales
representatives (7, 9) operating globally (3). We use the latest technology (4) to profitably develop and
market products desired by women all over the world (5). Avon representatives put integrity first (6) in
setting a good example in every community (8) they operate—as they sell beauty. (58 words)
- Avon Our mission is to provide women (1) quality fragrances, cosmetics, and jewelry (2) at reasonable
prices backed by outstanding customer service provided by our thousands of door-to-door sales
representatives (7, 9) operating globally (3). We use the latest technology (4) to profitably develop and
market products desired by women all over the world (5). Avon representatives put integrity first (6) in
setting a good example in every community (8) they operate—as they sell beauty. (58 words)
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