second part strategic management Prof. Dr. Majed El-Farra 2009
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Organization's Mission Vision Mission Goals objectives. Strategies Activities
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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—
second part strategic management Prof. Dr. Majed El-Farra 2009
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Vision & Mission (ContVision & Mission (Cont’’d)d)
Mission statement answers the question:
“What is our business?”
second part strategic management Prof. Dr. Majed El-Farra 2009
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Vision & Mission Vision & Mission (Cont(Cont’’d)d)
Vision statement answers the question:
“What do we want to become?”
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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.”
second part strategic management Prof. Dr. Majed El-Farra 2009
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Examples Examples (Cont(Cont’’d)d)
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)-
second part strategic management Prof. Dr. Majed El-Farra 2009
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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.
second part strategic management Prof. Dr. Majed El-Farra 2009
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Examples Examples (Cont(Cont’’d)d)
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.”
second part strategic management Prof. Dr. Majed El-Farra 2009
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Examples Examples (Cont(Cont’’d)d)
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.”
second part strategic management Prof. Dr. Majed El-Farra 2009
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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.’
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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Characteristics of a Mission Characteristics of a Mission (Cont(Cont’’d)d)
Effective mission statements:
• 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
second part strategic management Prof. Dr. Majed El-Farra 2009
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Characteristics of a Mission Characteristics of a Mission (Cont(Cont’’d)d)
Effective mission statements:
• Reflect judgments : future growth• Provide criteria for selecting strategies• Basis for generating & screening
strategic options• Are dynamic in orientation
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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.
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
second part strategic management Prof. Dr. Majed El-Farra 2009
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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?”
second part strategic management Prof. Dr. Majed El-Farra 2009
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Components of Mission Components of Mission (Cont(Cont’’d)d)
Markets:“Geographically, where does the firm
compete?”
Technology:“Is the firm technologically current?”
second part strategic management Prof. Dr. Majed El-Farra 2009
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Components of Mission Components of Mission (Cont(Cont’’d)d)
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?”
second part strategic management Prof. Dr. Majed El-Farra 2009
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Components of Mission Components of Mission (Cont(Cont’’d)d)
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?”
second part strategic management Prof. Dr. Majed El-Farra 2009
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When to change mission? Times change, conditions change.
second part strategic management Prof. Dr. Majed El-Farra 2009
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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
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