Organization's Mission

second part strategic management Prof. Dr. Majed El-Farra 2009

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Organization's Mission Vision Mission Goals objectives. Strategies Activities


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Comprehensive Strategic Management ModelComprehensive Strategic Management Model

Vision &

Mission Statements

ExternalAudit

InternalAudit

Long-TermObjectives

Generate,Evaluate,

SelectStrategies

ImplementStrategies:

Mgmt Issues

ImplementStrategies:Marketing,Fin/Acct,R&D, CIS

Measure &Evaluate

Performance


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Vision & MissionVision & Mission

That business mission is so rarely given adequate thought is perhaps the most important single cause of business frustration.

—Peter Drucker—


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Vision & Mission (ContVision & Mission (Cont’’d)d)

Mission statement answers the question:

“What is our business?”


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Vision & Mission Vision & Mission (Cont(Cont’’d)d)

Vision statement answers the question:

“What do we want to become?”


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Vision & Mission Vision & Mission (Cont(Cont’’d)d)

Many companies develop bothShared vision can motivate

employeesDevelops a commonality of interestsHelps focus on opportunity &

challenge


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Developing Vision & MissionDeveloping Vision & Mission

Clear mission is needed before alternative strategies can be formulated and implemented

Important to have as broad range of participation as possible among managers in developing the mission


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ExamplesExamples

Vision Statement

“The Bellevue Hospital is to be the LEADER in providing resources necessary to realize the community’s highest level of HEALTH throughout life.”بتحقيق“ نفسها تلزم أن يجب األمه هذه أن أعتقد إني

- العقد- هذا انتهاء قبل القمر هدف على رجل بانزال ” كندي جون األرض إلى سالما .1960وإعادته


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Examples Examples (Cont(Cont’’d)d)

Mission Statement

“The Bellevue Hospital, with respect, compassion, integrity, and courage, honors the individuality and confidentiality of our patients, employees, and community, and is progressive in anticipating and providing future health care services.”


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Vision Statement

“The Vision of USGS is to be a world leader in the natural sciences through our scientific excellence and responsiveness to society’s needs.”

-U.S. Geological Survey (USGS)-


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Examples Examples (Cont(Cont’’d)d)Mission Statement

“The Mission of USGS is to serve the Nation by providing reliable scientific information to

Describe and understand the Earth;Minimize loss of life and property from

natural disasters;Manage water, biological, energy, and

mineral resources; and enhance and protect our quality of life.


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Vision Statement

“It is the vision of the California Energy Commission for Californians to have energy choices that are affordable, reliable, diverse, safe, and environmentally acceptable.”


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Mission Statement

“It is the California Energy Commission’s mission to assess, advocate, and act through public/private partnerships to improve energy systems that promote a strong economy and a healthy environment.”


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GM Mission Statement‘The fundamental purpose of GM is to

provide products and services of such quality that our customers will receive superior value, our employees and business partners will share in our success, and our stockholders will receive a sustained, superior return on their investment.’


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االستثمارى االسالمى سيتي بنك رسالة) البحرين)

يقدم “ بأن االستثمارى االسالمى سيتي بنك يلتزمتوفير خالل من رائدة استثمارية مالية خدماتذات االسالمية المصرفية والخدمات المنتجات

المالية والشركات للمؤسسات المضافة القيمةالشريعة مبادئ حسب وذلك المتميزين والعمالء

” كورب سيتي مؤسسة وسياسة االسالمية

- البلح دير التقنية فلسطين كلية:الرؤـيــــــــــة والوطن باإلنسان ترقى رائدة تقنية جامعة نحو

ويحقق المتجددة المجتمع احتياجات يلبي بماالمستدامة . التنمية


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- البلح دير التقنية فلسطين كلية:الرسالـــــــــــة – ـبتقديم البلح دـير التقنية فلسطين كلية تلتزم

إعداد في تساهم متميزة وأكاديمية تقنية برامجتكنولوجيا وتوظيف مؤهلة وطنية مخرجات

المجتمع لخدمة والتطوير والبحث المعلومات . والتطور الرفعة أجل من وبناءة


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سلطان األمير جامعة االدارة كلية رسالة

علمية أسس على يقوم متـميز تعليم توفير , والمحاسبة والتسويق المالية العلوم في وعملية

لسوق والمتغيرة السريعة بالـمتطلبات يفي , المستويات مختلف على المنطقة في العمل

. القطاعات ولجميع


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strategic management Prof. Dr. Majed El-Farra 2009

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اإلسالمية الجامعة رسالة:الرؤية

والثقافة للمعرفة رائدة علمية منارة اإلسالمية الجامعة. شاملة مجتمعية نهضة إلحداث االنسانية وخدمة

: الجامعة رسالة للنهوض تسعى أكاديمية مؤسسة اإلسالمية الجامعة

المجتمع في والحضارية والثقافية العلمية بالجوانبوالتطور العالي التعليم في الحديثة لالتجاهات مواكبة

في وتساهم العلمي البحث تشجع كما التكنولوجي،اإلسالمية القيم إطار في المجتمع وتنمية األجيال بناء

second part


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Characteristics of a MissionCharacteristics of a MissionAccording to Vern McGinnis, mission should:

Define what the organization is Broad enough to allow for creative growth Distinguish the firm from all others Serve as framework to evaluate current

activities Stated clearly so that it is understood by all


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Characteristics of a Mission Characteristics of a Mission (Cont(Cont’’d)d)

Effective mission statements:

• Broad in scope• Generate range of feasible strategic alternatives• Not excessively specific• Reconcile interests among diverse stakeholders• Finely balanced between specificity & generality


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• Arouse positive feelings and emotions• Motivate readers to action• Generate the impression that firm is

successful, has direction, and is worthy of time, support, and investment


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• Reflect judgments : future growth• Provide criteria for selecting strategies• Basis for generating & screening

strategic options• Are dynamic in orientation


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Customer OrientationCustomer OrientationA good mission statement reflects the

anticipations of customers.

Identify customer needs Provide product/service to satisfy

needsAT&T’s mission focuses on communications,

not telephonesExxon’s mission focuses on energy, not on oil

and gas


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Components of MissionComponents of MissionMission statements vary in…

Length Content Format Specificity

Must include the 9 elements, as the mission statement is the most public and visible part of the strategic-management process.


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Components of Mission Components of Mission (Cont(Cont’’d)d)1. Customers2. Products or services3. Markets4. Technology5. Survival, growth, and profitability6. Philosophy7. Self-concept8. Concern for public image9. Concern for employees


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Components of Mission Components of Mission (Cont(Cont’’d)d)

Components of mission and corresponding questions to be answered:

Customers: “Who are the firm’s customers?”

Products or services:“What are the firm's major products or

services?”


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Markets:“Geographically, where does the firm

compete?”

Technology:“Is the firm technologically current?”


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Concern for survival, growth, and profitability: “Is the firm committed to growth and

financial soundness?”

Philosophy:“What are the basic beliefs, values,

aspirations, and ethical priorities of the firm?”


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Self-concept: “What is the firm’s distinctive competence or

major competitive advantage?”

Concern for public image: “Is the firm responsive to social, community, and

environmental concerns?”

Concern for employees: “Are employees a valuable asset of the firm?”


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When to change mission? Times change, conditions change.


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Global PerspectiveGlobal PerspectiveMajor Challenges in 2000

31%39%24%Incr. flexibility & speed 3%9%26%Competing for talent38%32%28%Engaging emp. in

mission

41%32%29%Reducing costs16%42%30%Managing alliances 3%28%44%Customer loyaltyJapanEurop

eUSA

Organization's Mission

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