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3. You will need a new section to your folder!
BUSS 4 theory
You will need a new section to your folder!

4. BUSS4 Mission Statements
Corporate Aims and Objectives Understanding Mission, Aims and Objectives
“Organisational values’ always derive from ‘individual’s values’- especially those of the founding fathers and of the very top executives. “
SK Chakraborty
“To last, a company must strive to add long-term value rather than going for the quick buck…it must be guided by the desire for continued relations with its principal constituencies – employees, customers, suppliers, stockholders. “ Charles Koch
Mrs Gordon's notes

5. In this topic you will learn about:
BUSS4 Mission Statements
In this topic you will learn about:
Understanding Mission, Aims and Objectives
Mission statements
Corporate aims and objectives
Corporate strategies
Differing stakeholder perspectives
This follows on from BUSS3 where you studied corporate and functional objectives.
Mrs Gordon's notes

6. Syllabus Aims
Candidates should understand the purpose and nature of corporate strategies and their relationship with aims and objectives.

7. Within BUSS4 you will be studying large organisations.
BUSS4 Mission Statements
Within BUSS4 you will be studying large organisations.
Which organisations do you think each of these statements belong to?
To bring inspiration and innovation to every athlete in the world.
To help people and businesses throughout the world realize their full potential. This is our mission. Everything we do reflects this mission and the values that make it possible.
To ensure the ability of the earth to nurture life in all its diversity.
To be the most innovative and distinctive broadcaster in the UK, to provide effective competition to the BBC, to engage and challenge audiences .
A list of mission statements and companies and a mix and match worksheet is available in the teacher’s folder.
Do you think these statements are a fair reflection of their actions?
BUSS4.1 Mission, Aims and Objectives
Mrs Gordon's notes

8. BUSS4 Mission Statements
“A mission statement is a brief written statement of the purpose of a company or organisation. Ideally, a mission statement guides the actions of the organisation, spells out its overall goal, provides a sense of direction, and guides decision making for all levels of management.” Source: Wikipedia
Why is it important to share a company’s mission statement with employees?
Why is it important for managers to think back to the mission statement when making strategic decisions?
Mrs Gordon's notes

9. Are there any benefits of having a good mission statement?
For the Board of Directors?
For the shareholders?
For the managers?
For the workers?
For the customers?
For the suppliers?
For the community?

10. Mission statement – Levi Strauss
People love our clothes and trust our company. We will market the most appealing and widely worn casual clothing in the world. We will clothe the world.

11. Your task Mix & Match Activity…
Using the following cards mix and match the mission statements to the relevant companies.
In some instances a ‘???’ has been used to replace ‘obvious’ links to the company!

12. Are there any benefits of having a good mission statement?
Extension task…
Are there any benefits of having a good mission statement?
Take one of these company’s mission statements…
For the Board of Directors?
For the shareholders?
For the managers?
For the workers?
For the customers?
For the suppliers?
For the community?

13. Are there any benefits of having a good mission statement?
It focuses your energy and clarifies your purpose. 
You have to really define what you are going to do.
Should motivate board, staff, volunteers, and donors.
It also helps attract people and resources. 
It will be a great public relations tool.

14. Five characteristics of a good mission statement
Contains a formulation of objectives that enables progress towards them to be measured
Differentiates the business from its competitions
Defines the markets or business in which the firm wants to operate
Is relevant to all major stakeholders - not just shareholders and managers
Excites, inspires, motivates & guides

15. Other characteristics of a good mission statement
BUSS4 Mission Statements
Other characteristics of a good mission statement
Brief in length
A very general statement
Flexible-should be able to accommodate change
Business specific and distinctive
Communicates key values
Realistic and achievable
Based on consultation
Supported by senior management
Mrs Gordon's notes 15

16. Criticisms of mission statements
BUSS4 Mission Statements
Criticisms of mission statements
Not always supported by actions of the business
Often too vague and general
Often merely statements of the obvious
Often seen as a PR exercise
Sometimes regarded cynically by staff
Sometimes not a true reflection of reality
To mean anything they must be supported wholeheartedly by senior management
Mrs Gordon's notes 16

17. Exam technique
BUSS4

18. Your Summer exam! The Business Environment and Managing Change
25% of A Level
1 hour 45 minutes examination
80 marks
TWO essay paper
Pre-release research tasks leading to an article linked essay question.
Second section will consist of choice of 3 essays, one .
This is a synoptic paper drawing upon knowledge from all four units.

19. Essay
Starbucks’ is a leading high street coffee retailer established in Seattle in 1971 and now operating across over 40 countries. Its mission statement is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.”
With reference to Starbucks or any other organisations you know, to what extent do you agree that a clear mission statement is crucial to the success of a business?

20. Essay Skills Define key term “Mission Statement”
Give examples of good mission statements that work / fail
Agree that a clear mission statement is crucial to the success of a business – with examples of how it can help
Disagree that a clear mission statement is NOT crucial to the success of a business – with examples of how it doesn’t help
Disagree that a clear mission statement is NOT crucial to the success of a business – with examples of what is needed for a business success…
Overall, what do you think is key to business success… using the company in the essay Q.

21. Corporate aims and objectives
BUSS4 Mission Statements
Corporate aims and objectives
Mission Statement
The overall reason for the business’ existence
Corporate Aims
The long term targets and plans to fulfil the mission statement
Corporate Objectives
The medium to long term quantifiable targets to fulfil the mission statement
Corporate Strategy
The actions to be taken by the business to achieve
Mrs Gordon's notes

22. BUSS4 Mission Statements
Corporate aims
Long term targets of a business
Tend to be qualitative
Provides a direction for the business
Inform corporate objectives and strategies
Performance can be measured against these aims
Look at the Coca Cola web site to see how it has taken the mission statement and translated this into visions or aims.
Mrs Gordon's notes

23. BUSS4 Mission Statements
Corporate objectives
Medium to long term targets of a business
Tend to be quantifiable S M A R T
Coordinate functional areas within the business
Inform corporate strategy
Quantifiable targets against which performance can be measured
Mrs Gordon's notes

24. Main functions of objectives
A clear statement of what needs to be achieved
A focus for all activity
Targets for individual and group achievement
A means of measuring performance

25. How objectives can be used
Implement the mission
Provide a clear focus for decision making
Provide a target
Motivate employees
Facilitate control of actual performance
Provide a criteria for evaluating performance
Reduce uncertainty
Provide a sense of unity

26. Homework
Read The Economist article & complete Q’s