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Strategic Intent
Dr. Shruti Ganpule
Strategic Intent…..
Mission Vision
Goals Objectives
Plans
Mission Statement…
 It determines the basic goals and philosophies that will shape it
strategic posture.
 It states the unique purpose that sets a company apart from others.
 It identifies the scope of its operation.
 A company mission is a broadly framed but enduring statement of a
firm’s intent.
 It embodies the business philosophy of the firm’s strategic decision
makers
 It implies the image the firm seeks to project, reflects the firm’s self-
concept.
 It indicates the firms principal product or service areas and the primary
customer needs the firm will attempt to satisfy.
“To be Earth’s most customer-centric company, where
customers can find and discover anything they might want
to buy online, and endeavors to offer its customers the
lowest possible prices.”
“To give people the power to share and make the
world more open and connected.”
“To organize the world’s information and make it
universally accessible and useful.”
“We save people money so they can live better.”
To sustain responsible commercial
Success as a global marketing
Company Of branded apparel
Mission statement…
 It is a statement not of measurable targets but of attitude, outlook, and orientation.
 It addresses the following questions…
 Why is the firm in business?
 What are our economic goals?
 What is our operating philosophy in terms of quality, company image and self concept?
 What are our core competencies and competitive advantage?
 What customers do and can we serve?
 How do we view our responsibilities to stakeholders, employees, communities,
environment, social issues and competitors?
Beliefs for mission statement…
 The benefits from product/ service must be at least equivalent to its price.
 The product / service can satisfy customer’s needs of a specific segment.
 The technology that is to be used in production will provide cost – benefit and
quality competitive advantage to product / service.
 The aim of the business is not to survive but to grow and prosper.
 The business will create a favourable public image.
 It will provide financial and psychological rewards to those who will invest their
labour and money.
 The concept of the entrepreneur will be adopted by the employees and
Vision Statement….
These are aspirations which ultimately turn into inspirations…
It is what an individual or firm would like to become.
This statement acts as a motivator to action.
A vision statement can be defined as a description of something an
organization, a corporate culture, a business, a technology or an activity
in action.
A vision statement can be viewed as the category of intensions that are
broad, all inclusive and forward thinking.
Henry Ford
1903
Walt Disney
1923
Jamshetji Tata
1907
Narayan Murthy
1981
Affordable vehicles must be available for masses
To make people Happy
Dream of self reliant India in steel making
Biggest ITC company in India which can be run
legally and ethically.
Goals and Objectives…
 Goals denote what an organization hopes to accomplish in a
future period of time.
 Objectives are the ends that state specifically how the goals
shall be achieved.
 Any organization always has a potential set of goals.
 It has to exercise a choice from among these goals.
 This choice must be further elaborated and expressed as
operational and measurable objectives.

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Strategic intent

  • 3. Mission Statement…  It determines the basic goals and philosophies that will shape it strategic posture.  It states the unique purpose that sets a company apart from others.  It identifies the scope of its operation.  A company mission is a broadly framed but enduring statement of a firm’s intent.  It embodies the business philosophy of the firm’s strategic decision makers  It implies the image the firm seeks to project, reflects the firm’s self- concept.  It indicates the firms principal product or service areas and the primary customer needs the firm will attempt to satisfy.
  • 4. “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.” “To give people the power to share and make the world more open and connected.” “To organize the world’s information and make it universally accessible and useful.” “We save people money so they can live better.”
  • 5. To sustain responsible commercial Success as a global marketing Company Of branded apparel
  • 6. Mission statement…  It is a statement not of measurable targets but of attitude, outlook, and orientation.  It addresses the following questions…  Why is the firm in business?  What are our economic goals?  What is our operating philosophy in terms of quality, company image and self concept?  What are our core competencies and competitive advantage?  What customers do and can we serve?  How do we view our responsibilities to stakeholders, employees, communities, environment, social issues and competitors?
  • 7. Beliefs for mission statement…  The benefits from product/ service must be at least equivalent to its price.  The product / service can satisfy customer’s needs of a specific segment.  The technology that is to be used in production will provide cost – benefit and quality competitive advantage to product / service.  The aim of the business is not to survive but to grow and prosper.  The business will create a favourable public image.  It will provide financial and psychological rewards to those who will invest their labour and money.  The concept of the entrepreneur will be adopted by the employees and
  • 8. Vision Statement…. These are aspirations which ultimately turn into inspirations… It is what an individual or firm would like to become. This statement acts as a motivator to action. A vision statement can be defined as a description of something an organization, a corporate culture, a business, a technology or an activity in action. A vision statement can be viewed as the category of intensions that are broad, all inclusive and forward thinking.
  • 9. Henry Ford 1903 Walt Disney 1923 Jamshetji Tata 1907 Narayan Murthy 1981 Affordable vehicles must be available for masses To make people Happy Dream of self reliant India in steel making Biggest ITC company in India which can be run legally and ethically.
  • 10. Goals and Objectives…  Goals denote what an organization hopes to accomplish in a future period of time.  Objectives are the ends that state specifically how the goals shall be achieved.  Any organization always has a potential set of goals.  It has to exercise a choice from among these goals.  This choice must be further elaborated and expressed as operational and measurable objectives.