1.3 Organisational Objectives 1.3.1 Mission / vision statements IB Unit 1 Business Organisation and Environment

Learning Objectives By the end of this lesson students should: Understand the term mission statement Understand the term vision statement Be able to explain the difference between mission and vision statement and identify examples of each

Vision statements A vision statement outlines a business aspirations (were it wants to be in the future). For example “to be the leading sports brand in the world” is the vision statement of adidas. http://www.youtube.com/watch?v=Y4AItMg70kg

Vision statements As per the ‘I have dream speech’ having a clear vision can bring about dramatic change.

Mission statements Mission statement means to have a clear purpose. It explains in general terms what the business is trying to achieve and outlines the organizations values. They tend to be a simple declaration that broadly states the underlying purpose of an organizations existence. Unlike objectives a mission statements tend to be qualitative and quantitative.

Mission statements A well produced mission statement is clearly defined and realistically achievable. It should serve to unify all people and corporate cultures within the workforce in their attempt to achieve the organizations vision.

Important differences Mission statements are focused upon long term, vision statements can focus upon medium or long term. Vision statements are updated more frequently. Mission statements do not have actual targets. They should what could be. Mission statement highlights beliefs and guiding principals. This sets the tone for staff.

Potential problems / drawbacks Critics state that vision statements / mission statements are no more than PR as deep down all businesses just want to make PROFIT. Even the best mission / vision statements may not be supported by the employees. If this is the case it can be a lengthy procedure in converting people beliefs and behavior.

MOST MOST Analysis Mission Organization’s purpose Objectives Key goals that help achieve the mission. Strategies Options to achieve the objectives. Tactics How the strategies will be put into action. MOST Analysis: Key tool used to examine corporate strategy & strategic planning.

Mission statement or Vision statement? Company Statement Mission or Vision To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference. People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization. Mission Vision

Mission statement or Vision statement? Company Statement Mission or Vision To be valued as the world’s leading supplier of commercial transport solutions. By creating value for our customers, we create value for our shareholders. We use our expertise to create transport-related products and services of superior quality, safety and environmental care for demanding customers in selected segments. We work with energy, passion and respect for the individual. Vision Mission

Mission statement or Vision statement? Company Statement Mission or Vision To make aspirational quality accessible to all. To be the standard against which all others are measured. Mission Vision

Mission statement or Vision statement? Company Statement Mission or Vision To be the most successful coffee business anywhere in the world as measured by customer preference and return on investment.   “To delight more than 1 million customers every day by 2008/09” “Although we are a market leader, at heart we remain a small Italian family business and are as passionate about the welcoming environment we offer our customers, as we are about making great coffee. The interaction between the bean and our people is what differentiates us.” Mission Vision

Mission statement or Vision statement? Company Statement Mission or Vision To establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry To become THE communication entertainment brand. We inspire people to do more than just communicate. We enable everyone to create and participate in entertainment experiences. Experiences that blur the lines between communication and entertainment. Mission Vision