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Vision & mission
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In many companies a written mission statement seems to be a catch phrase on the company’s website and business owners don’t always see the added value of a mission statement. However, a written mission statement is critical because it help the company, its employees and management team to determine its direction; it helps focus the company’s future; it provides a template for decision making and allows executives to delegate the decision making; it forms the basis for alignment with the entire team, organization and helps to direct new hires; it helps to facilitate change and create a culture that welcomes change when warranted; it shapes the company’s strategy; it facilitates evaluation and improvement.
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In many companies a written mission statement seems to be a catch phrase on the company’s website and business owners don’t always see the added value of a mission statement. However, a written mission statement is critical because it help the company, its employees and management team to determine its direction; it helps focus the company’s future; it provides a template for decision making and allows executives to delegate the decision making; it forms the basis for alignment with the entire team, organization and helps to direct new hires; it helps to facilitate change and create a culture that welcomes change when warranted; it shapes the company’s strategy; it facilitates evaluation and improvement.
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The best example of a mission statement will define your company and its purpose in 30 seconds or less. Great ones avoid buzz words, empty phrases, or mission statements that are so general they could apply to many different companies. It’s a challenge, but you want to capture what your company stands for in a brief and memorable way. Sometimes it helps to look at the mission statements of other companies to get a better idea of how to write your own mission statement. Gathered below are the mission statements of the world’s 25 most valuable brands in 2015. We’ve also graded each mission statement to demonstrate how effective they are.
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حمد بوجرادة
Vision is a dream what a company wishes to become or aspire or intend to be in future. Kotler defines it as a “description of something in future.” A vision answers the question “where we want to be”. It gives us a reminder about “what we want to develop”. A vision statement is for the organization & it’s members, unlike the mission statement is for the customers & clients. Example: the vision of “Wal-Mart” is to become the worldwide leader in retailing. Generic Electric: “We bring good things to life”. Ranbaxy Laboratories: “to become a research based international pharmaceutical company”. FEATURES The vision must be clear. It must be unambiguous. It must harmonies with organization’s culture & values. It should be realistic. It should be concise to be memorised. It incorporates a shared understanding about the nature and aim of the organization. It prepares the foundation for mission & describes that on achieving the mission, how the organization would be placed in a particular position in future. Mission is states that “what the company is, why it exists & the unique contribution it can make”. The mission can be defined as the fundamental or unique purpose that makes it apart from other firms of its type. It indicates the nature & scope of business in terms of product, market & technology. The mission states its core ideology which can be divided into two parts: core purpose & core value. Core purpose is the reason for which the firm exists & the firm stands on core values which it holds. The mission can be reflected through the “mission statement”. The Mission Statement distinguishes one business from other similar firms. It is the statement of the role by which an organization intends to serve its stakeholders. It describes why an organization is operating, what the organization does, who all it serves & what makes it unique. It differentiates an organization from others by explaining its broad scope of activities, its products & technologies it uses to achieve its goals & objectives. Example: Microsoft’s mission is to help people and business throughout the world to realize its full potential. Wal-Mart’s mission is to give ordinary folk the chance to buy the same thing as rich people. NTPC: To make available, reliable & quality power in increasingly large quantities. BHEL: A world class innovative, competitive & profitable engineering enterprise providing total business solutions Characteristics of Mission Statement Both vision & mission statement always exist at top level of an organization and flow towards middle and lower level hierarchy. It should be unique or distinct that every one keeps it in mind. It should be feasible & attainable. It should be clear enough so that actions can be taken. It should be inspiring for the management, employees & society a large. It should be precise & analytical. It should be credible for all the stakeholders. The mission statement of the firm wants to maintain its distinct image & characteristics
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vision, mission, goals and objectives
vision, mission, goals and objectives
Vision vs mission
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