1. GOOD MORNING
Mission Statement, Vision
Statement and Aim
By: Ashikin, Elia and Maryam

2. Definition
Mission Statement Vision Statement
• Simple declaration • Outlines a
that broadly states business’s
the underlying aspirations (where
purpose of an it wants to be) in
organization’s the distant future.
existence.

3. Purpose
Mission Statement Vision Statement
• To ensures some • To describe the best
transparency for possible end result. In
investors and reality (visualize
employees alike so they something more
can have some desirable than what you
confidence as to any consider to be the best
potential use of their possible outcome).
resources be they
capital investment or
labour.

4. Mission Statement Vision Statement
• To ensure that all • Designed to motivate,
stakeholders are clear energize, and create a
on the overarching captivating image of
purpose of the where you see your
company so everyone business heading in the
can be focused on the future.
same goals and
objectives.

5. Mission Statement Vision Statement
• When someone reads a • Helps to give you a
mission statement in target for the mission of
a business plan they are the company.
looking to get a feel for • To stretch expectations
the range of activities as well as aspirations
that the company will enabling you to jump
focus on, in other words out of your comfort
its core purpose and zone .
what it stands for. • As a framework for all
excellent planning.

6. Analyze The Role of the Mission
Statement and Vision Statement
• Satisfying Customer Needs
Focused on satisfying customer needs rather
than being focused on the product. Products
and technologies eventually become
outdated, but basic market needs may last
forever. A market-oriented mission statement
defines the business in terms of satisfying
basic customer needs.

7. • “Who” Our Customers are
We target which group of customers that we
want to sell the products or provide the
service. These are relevant because they
indicate the market to be served, the
geographic domain to be covered, and the
types of buyers the firm is going after.

8. • “What” Customer Needs Our Company is
Trying to Satisfy
A company should define the particular needs
of those customers groups it wishes to satisfy.
A product or service becomes a business
when it satisfies a need or a want.
(View from the company)

9. • “How” Our Company will Serve its Customers
A company must know the means or
technology by which it will serve the target
market and satisfy the customer’s needs.
By incorporating Who, What and How the firm
will be perceived and act more customer &
market-oriented. It will be perceived as a
customer-satisfying entity, not a product-
producing entity.

10. • Fits the Current Market Environment
Missions should fit the current market
environment. We need new leaders so now
there are many service that provide soft skills
such as Leadership programme.

11. • Our Competitive Advantage
Competitive advantage arises from leveraging
a firm’s unique skills and resources to
implement value-creating strategy that
competitors cannot implement as effectively.
Our company should base its mission on a
competitively superior internal strength or
resource that the company performs well in
comparison to its competitors.

12. • Distinctive Core Competencies
The organization should base its mission on its
distinctive competencies. A distinctive core
competency is a competitively superior
company resource that the company performs
well in comparison to its competitors. It needs
to stay focused on specific traits; quality,
customer service, and on target or niche
markets.

13. • Motivates and Inspires Employee Commitment
Mission statements should be motivating. It
should not be stated as making more sales or
profits. A company’s employees need to feel that
their work is significant and that it contributes to
people’s lives. Visionary companies set a purpose
beyond making money. Even though profits may
not be part of these companies’ mission
statements, they are the inevitable results.

14. • Make a profit begs the question “What will
we do to make a profit?”
To understand a company’s direction, we must
answer “to make a profit doing what and for
whom?”
We need to be creative an innovative in
creating new product and provide service.
People always eager to try something unic.

15. • Realistic
To avoid making the mission too narrow or too
broad.
• Specific, Short and Sharply Focused
Must be specific. Vague or generic mission
statements lack resonance and meaning. They
won’t be remembered by anyone, and will likely
be dismissed as too difficult to understand. Many
mission statements are written for public
relations purposes and lack specific, workable
guidelines. It is a precise statement of purpose.

16. • Clear and Easily Understood
Develop your mission statement to a “party
level.” A simple, clear, “party level” mission
statement can be used to tell people you meet
at a party or on airplanes why your company
exists. At the same time it needs to give your
company team as a profoundly simple focus
for everything it does as a firm.

17. • What We Want to be Remembered for
A mission statement says what, in the end,
you want to be remembered for. It is actually
an epitaph in present tense. What would you
want your epitaph to read some day? Your
ideal can provide a profoundly simple insight
into your purpose for existing today.

18. Definition of AIMS
• The general long term goals of an
organization.
• Goals which you set for yourself to
achieve in life/ the ultimate goal.
• The goals of the corporation, company or
organization. The long term aims may be
accomplished by meeting annual, month
or weekly goals.

19. Examples of AIMS
1.“to provide high quality education to the
local community”
2.McDonald-
• to serve good food in a friendly and fun
environment
• to be a socially responsible company
• to provide good returns to its shareholders
• to provide its customers with food of a high
standard, quick service and value for money

20. Difference
Aims Objectives
• Aims are what you • Objectives are what you
want to achieve. will do to achieve
E.g. I want to be a them.
millionaire.
• E.g. I want to sell this
stock.
So, an Aim would be the overall
thing you want to eventually
achieve.