Mission, vision and core values


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Developing Strategy using Mission Statements, Core Values and Vision

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Mission, vision and core values

  1. 1. The MAANZ MXpress Program Developing Strategy Mission, Vision and Core Values Dr Brian Monger Copyright February 2013. This Power Point program and the associated documents remain the intellectual property and the copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These notes may be used only for personal study associated with in the above referenced course and not in anyeducation or training program. Persons and/or corporations wishing to use these notes for any other purpose should contact MAANZ for written permission.
  2. 2. MAANZ International • MAANZ International, is a Not for Profit,  internet based professional and educational institute which has operated for over 25 years. • MAANZ International offers Professional  Memberships; • Marketing Courses (Formal and Short) • And Marketing Publications • www.marketing.org.au  Marketing In Black and White 2
  3. 3. Dr. Brian Monger• Brian Monger is the CEO of MAANZ International and a  Professional marketer and consultant with over 40 years  experience. Marketing In Black and White 3
  4. 4. Organisational Direction • Strategy should begin with a clear concept and vision of what business the organisation is in and what path its development should take.• The mission statement specifies what activities the organisation as a whole intends to pursue now and in the future; it says something about what kind of organisation it is now and is to become and, by omission, what it is not to do and not to become. It depicts an organisation’s character, identity, and scope of activities. MAANZ International 4
  5. 5. Core ideology and visionary goals• The mission statement communicates the firms core ideology and visionary goals.• Vision Statements are often seen as different to Mission statements, although they can in fact be combined. Vision Statements should be more immediate and inspirational. The vision statement expresses the desired destination of the organisation within a certain time-frame. MAANZ International 5
  6. 6. Mission and Vision statements from most  organisations usually lack inspiration • Mission and Vision statements from most organisations are usually run of the mill/ordinary . They lack inspiration and a real understanding of what is needed. They tend make obvious statements about "putting customers first, … valuing employees; making profits"; etc. MAANZ International 6
  7. 7. Mission and Vision statements from most  organisations usually lack inspiration• Good Mission and Vision Statements aremeant not only to provide direction, but shouldalso be inspirational to those who follow them. MAANZ International 7
  8. 8. Core Values ‐ Corporate values  statements• Core values reflect the deeply held values of the organisation and are independent of the current management fads. MAANZ International 8
  9. 9. Similar to Mission and Vision Statements,  Corporate Values Statements provide:  • a vision for your future;• a mission that defines what you are doing; • values that shape your actions;• strategies that zero in on your key success approaches; and• goals and action plans to guide your daily, weekly and monthly actions. MAANZ International 9
  10. 10. Examples of values that some firms have  chosen to be in their core: • excellent customer service • pioneering technology • creativity • integrity • social responsibility• All fine as basics, but they need to be stated in an inspirational and creative way that will stand out and mean something MAANZ International 10
  11. 11. • For more information about MAANZ International and articles  about Marketing, visit: • www.marketing.org.au • http://smartamarketing.wordpress.com • http://smartamarketing2.wordpress.com • .  http://www.linkedin.com/groups/MAANZ‐ SmartaMarketing‐Group‐2650856/about • Email: info@marketing.org.au • Link to this site ‐ ‐ http://www.slideshare.net/bmonger for  further presentations Marketing In Black and White 11
  12. 12. ENDMAANZ International 12