Mission statement


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Mission statement

  1. 1. Mission Statements Recent Data indicate that: – 90% of all companies have used a mission statement sometime in the previous five years.
  2. 2. Mission Statements Mission statement answers the question: “What is our business?”
  3. 3. Mission Statements Mission Statement: – Enduring statement of purpose – Distinguishes one organization from another in similar enterprises – Declaration of an organization’s “reason for being”
  4. 4. Mission Statements Mission Statements also referred to as: – Creed statement – Statement of purpose – Statement of philosophy – Statement of business principles
  5. 5. Mission Statements Mission Statements – Reveal what an organization wants to be and whom it wants to serve
  6. 6. Mission Statements Mission Statements – Essential for effectively establishing objectives and formulating strategies
  7. 7. Vision and Mission • Many organizations develop both vision and mission statements • Profit and vision are necessary to effectively motivate a workforce • Shared vision creates a commonality of interests
  8. 8. Developing 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
  9. 9. Mission Statements 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.”
  10. 10. 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. Mission Statements
  11. 11. “It is the California Energy Commission’s mission to assess, advocate, and act through improve energy systems that promote a strong economy and a healthy environment.” Mission Statements
  12. 12. Importance of Mission • Unanimity of purpose within the organization • Basis for allocating resources • Establish organizational climate • Focal point for direction • Translate objectives into work structure • Cost, time and performance parameters assessed and controlled
  13. 13. Mission Characteristics 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
  14. 14. 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 Mission Characteristics
  15. 15. Effective mission statements: • Reflect judgments re: future growth • Provide criteria for selecting strategies • Basis for generating & screening strategic options • Are dynamic in orientation Mission Characteristics
  16. 16. Customer Orientation According to Vern McGinnis, mission should: • Define what the organization is • Define what the organization aspires to be • Limited to exclude some ventures • 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
  17. 17. A good mission statement reflects the anticipations of customers. • Identify customer needs • Provide product/service to satisfy needs AT&T’s mission focuses on communications, not telephones Exxon’s mission focuses on energy, not on oil and gas Customer Orientation
  18. 18. 1. Customers 2. Products or services 3. Markets 4. Technology 5. Survival, growth, and profitability 6. Philosophy 7. Self-concept 8. Concern for public image 9. Concern for employees Mission Components