Vision, Mission,Objectives and

Goals

https://opentextbc.ca/strategicmana
gement/chapter/vision-mission-and-
goals/
• Good business leaders create a vision,
articulate the vision, passionately own the
vision, and relentlessly drive it to completion.
• -Jack Welch, former CEO of General Electric

• (https://www.izenbridge.com/blog/vision-
mission-objectives-strategies-and-tactics/)
• Vision, Mission and Objectives are frequently
used terms and people use these terms
interchangeably and that make them confuse.
• Therefore they find difficulty to relate
strategies and tactics with these terms and
this is where the things go wrong as it mixes
up the meanings and create confusion
• Vision, Mission, Objectives,– These statements
which form the two aspects of the business-
• What the organizations want to achieve –
reflected by Vision, Mission and Objectives
• And how they are going to achieve the above
“what”: reflected by the Strategies and Tactics
as these are long term and short term
implementation plans respectively.
• A real strength within organizationsis gained
when these statements are defined with
clarity, completeness, and are consistent with
each other.
• This implies that there should be an alignment
between all of these statements. This
alignment can be ensured by the assessment
of:
• Definition: Whether these statements are
defined for the organisation for the
foundation of success?
• Clarity: If these statements provide a direction
and plan for the work, organizational
resourcesare carried out?
• ?
• Communication: Are Organisation resources
aware about these statements and use them
as a context of the work, they do?
• Commitment: Whether these statements
make people supportive to the organizationfor
their intent and whether they are agreed to
the content of these statements
• An organization’s vision describes what the
organization hopes to become in the future.
Well-constructed visions clearly articulate an
organization’s aspirations.
• Google’s mission is to organize the world’s
information and make it universally accessible
and useful (Edwards, 2012).
• Google expands on its mission by listing “Ten
things we know,” including “Focus on the user
and all else will follow,” “It’s best to do one
thing really, really well,” and “Fast is better
than slow” (Google Inc., 2014).
• This brief but powerful statement emphasizes
several aims that are important to Google,
including excellence in customer service, and
setting high standards for employees and
Google’s products.
• McDonald’s brand mission is “to be our
customers’ favorite place and way to eat
• . Our worldwide operations are aligned
around a global strategy called the Plan to
Win, which center on an exceptional customer
experience – People, Products, Place, Price
and Promotion. We are committed to
continuously improving our operations and
enhancing our customers’ experience.”
• To be effective, this mission statement must
filter down to all employees and inspire them
to adopt that mission. (Edwards, 2012).
• This brief but powerful statement emphasizes
several aims that are important to Google,
including excellence in customer service, and
setting high standards for employees and
Google’s products.
• McDonald’s brand mission is “to be our
customers’ favorite place and way to eat.
• Our worldwide operations are aligned around
a global strategy called the Plan to Win, which
center on an exceptional customer experience
– People, Products, Place, Price and
Promotion. We are committed to continuously
improving our operations and enhancing our
customers’ experience.”
• To be effective, this mission statement must
filter down to all employees and inspire them
to adopt that mission. (Edwards, 2012).
• This brief but powerful statement emphasizes
several aims that are important to Google,
including excellence in customer service, and
setting high standards for employees and
Google’s products. McDonald’s brand mission
is “to be our customers’ favorite place and
way to eat.
• Our worldwide operations are aligned around
a global strategy called the Plan to Win, which
center on an exceptional customer experience
– People, Products, Place, Price and
Promotion.
• We are committed to continuously improving
our operations and enhancing our customers’
experience.”
• To be effective, this mission statement must
filter down to all employees and inspire them
to adopt that mission. (Edwards, 2012)
• Vision: A vision is a Big Picture Idea of “What” the
organization wants to achieve. What you want to
achieve, something in — Future
• A vision statement should inspire the people in
organizations, people are excited to be part of “What”,
and motivated to put their energy and time to achieve
the “Future”
• A good vision statement, I found for an agriculture
business:
• “A Vibrant Economy driven by value added agriculture”
Here the Vibrant Economy has the ability to inspire the
people, who are involved in this agricultural business
• 2. Mission: A Mission is about what the
organizationdoes to achieve the vision.
• A mission is an action statement to achieve the
vision. A mission statement is not required to be
inspirational; instead, it provides a clear focus
about what an organization does and what it
doesn’t.
• For example, a mission statement is defined to
achieve the above vision:
• “To create and facilitate the development of
value added agriculture”
• Here “Create and facilitate” are two clear focus
areas where the organization is required to put its
energy. Organization does efforts for the
development (Create) and to make ease
(facilitate) the agriculture business and whatever
is not mentioned here, organization is not
involved – a clear direction about what
organization does and what it doesn’t.
• A mission statement is simple, direct and
operative, a great mission statement is:
• Short: Mission statement should be easy to remember,
each person in organizations should be aware of the
mission statement in order to use in context with the
work he/she does.
• Simple: Mission statement language should be of
everyday life, words like stakeholder values, financial
goals and best practices are not used in daily life. For
example a mission statement – “Help people in
achieving work using best practices” – How many
people dream about best practices? The answer is very
few; doyou really believe, people talk in such language.
The answer is simply ‘NO.’
• Operative: A mission statement should provide a
clear direction and focus about what an
organization does and a clear route about
initiative and resource allocation.
• So what kinds of resources are needed for the
above mentioned mission statement for
agriculture business? – Probably SME, who can
provide their services for the development and
facilitation of the agriculture business, and
farmers who may be involved for the financial
support in the venture.
• A mission statement should help to
understand “Who we are”, “What we do” and
to “which industry we belong to” for example
a mission statement like “Increasing customer
satisfaction” – well, virtually it is impossible,
anyways – does it provide to which industry a
mission belongs to?
• Or what organization control? The answer is
no and hence we cannot claim it as a mission
statement.
• An organization should try to find out a
mission statement, which can drive them
• Objectives: An objective is time sensitive
statement to achieve the goals of the
organization and defined in measurable terms.
• And goals are statements of milepost to
achieve the vision, goals describe – what you
want to achieve through your efforts.
• Goals for the above mentioned vision of
agriculture business can be defined as, but not
limited to:
• Improve profitability
• Increase volume
• Provide stability
• A goal is a broad definition, saying “improve
profitability” – it lacks the specifics and
defined in general and broad terms.
Objectives on the other hand, are quite
specific and further define the goal. To
continue with ‘profitability’ example,
objectives can be defined as:
• 15k$ net profit as % of sale in a year
• Specific: It is entirely job related, in above
example “sales” and “investment” is related to
the job.
• Measurable: Objectives are always defined in
measurable terms, we can measure above
objectives using target of 10k$ and 15k$
profit.
• Attainable: Objectives should be attainable
within provided environment and resources
and organizations need to analyse what is
required to achieve defined objectives and
need to continuously need to make sure it.
• Time Bounded: Objectives should be
achievable within the provided time period
and in our example we identified time ‘a year’.
• So without question, goals and objectives are
similar (not same) and complement each
other – with goals, there is no pressure to be
specific and in fact goals are open ended.
•
• Whenever you want to achieve something –
define goal and then define a series of
objectives to achieve those goals.
• To summarize goals are broad direction setting
statements, objectives are more specific and
both are designed to get you to take an action.
• Setting goals are effective as a broad outline,
however, due to its fundamental nature of
being broad and open ended, these are not
the ideal way to achieve something.