The document discusses the definitions of mission and mission statement and provides examples of effective mission statements. It explains that a mission is a general statement of an entity's objectives while a mission statement may not fully capture the true mission. Effective mission statements are specific, distinctive, realistic, and flexible. A mission translates into strategic objectives that can then be broken down into tactical, operational, group, and individual objectives and targets. The document provides examples of how strategic objectives could be measured for attributes like growth, quality, innovation, and social responsibility. It also lists the PRIME factors that are important for effective strategic planning.

1. Enterprise Strategy/AW/01b
Arj Wignaraja

2. CIMA Official Terminology: MISSION
The fundamental objective(s) of an entity expressed
in general terms.
CIMA Official Terminology: MISSION STATEMENT
A published statement, apparently of the entity‟s
fundamental objective(s). This may or may not
summarise the true mission of the entity.

3. 1. Specific
2. Distinctive
3. Realistic
4. Flexible

4. “To discover, develop and deliver innovative medicines that help patients
prevail over serious diseases.”
“Our goal …is to be the most respected global financial services
company. Like any other public company, we're obligated to deliver
profits and growth to our shareholders. Of equal importance is to deliver
those profits and generate growth responsibly.”
“We are a global family with a proud heritage passionately committed to
providing personal mobility for people around the world.”
“We will provide branded products and services of superior quality and
value that improve the lives of the world's consumers. As a result,
consumers will reward us with leadership sales, profit, and value
creation, allowing our people, our shareholders, and the communities in
which we live and work to prosper.”
“To bring Inspiration and innovation to every athlete in the world.”

5. STRATEGIC OBJECTIVE
A mission is an open-ended statement of the firm's
purposes and strategies. Strategic objectives
translate the mission into strategic milestones for
the business strategy to reach.

6. S
M
A
R
T

7. MISSION STATEMENTS
Translated into a small number of
STRATEGIC OBJECTIVES
reached by following
strategies communicated to
management as numerous
TACTICAL OBJECTIVES
which in turn are implemented and reviewed
through setting a large number of
OPERATIONAL OBJECTIVES
which may be communicated to managers and staff
responsible through their
GROUP AND INDIVIDUAL PERFORMANCE TARGETS

8. GROWTH QUALITY
Attribute Measure Attribute Measure
Sales Volume „000s of units Customer Repeat
Satisfaction purchases
Share of Market % of volume
Defects No. per „000
Asset Base of firm Net Assets
Consistency Adoption of
standards
INNOVATION SOCIAL RESPONSIBILITY
Attribute Measure Attribute Measure
Peer Group Respect Industry awards Non- Workforce
received Discrimination composition
Speed to Market Development Environmental Cubic meters of
time Pollution waste
Successful New % of sales from Safety Reported
Products new products incidents

9. P. Planning
R. Responsibility
I. Integration
M. Motivation
E. Evaluation