Vision is a long term view, sometimes
describing how the organization would
like the world in which it operates to be.
“description of something in the future”
A vision statement answers the question,
Your vision statement is your inspiration, the
framework for all your strategic planning.
Reasons for having a vision statement
o Gets team focused.
o Shows a picture of where the company is going.
o Focus, discipline, and structure within the organization.
o Ensures that team understands company direction.
o Look at vision statements of competitors in
o Use wording that will inspire your team.
How to write a
o State what the organization’s visions itself to
be in terms of values, employees, growth
and contributions to society
Benefits of having a vision
o Good visions are inspiring.
o Help the organization to prepare for the future.
o Clarifies the senior executives views about the companies
long term direction.
o Good vision reduces risk-taking and experimentation.
o Good vision help to motivate of employees.
o Good visions are competitive, original and unique.
A sentence describing a company's function,
markets and competitive advantages; a short
written statement of your business goals and
In short the mission describes the product,
market and technological areas of emphasis for
A mission statement defines what an
organization is, why it exists, its reason for
At a minimum, mission statement should define
who your primary customers are, identify the
products and services you produce, and
describe the geographical location in which you
How to write a Mission?
Ask "What do we do?"; "How do we do it?";
and "For whom do we do it,"
Look at competitors in the industry and use
their mission statements for research
Ask yourself what works and what does not
work. Revise your mission statement as
Get feedback from other members of the
organization once the statement is drafted.
o Purpose and values of the organization
Differences b/w vision and
Mission Statement Vision Statement
About A Mission statement talks about
HOW you will get to where you
want to be..
A Vision statement outlines WHERE you
want to be. Communicates both the
purpose and values of your business.
Answer It answers the question, “What do
we do? What makes us
It answers the question, “Where do we
aim to be?”
Time A mission statement talks about
the present leading to its future.
A vision statement talks about your
Your mission statement may Vision may not change.
oPeople: Be a great place to work where people are inspired to
be the best they can be.
oProductivity: Be a highly effective, and fast-moving
oPortfolio: Bring to the world a portfolio of quality beverage
brands that anticipate and satisfy people's desires and needs.
oProfit: Maximize long-term profit.
o To refresh the world in body, mind and spirit
o To inspire moments of optimism through our
brands and our actions
o To create value and make a difference
everywhere we engage.
oCoca-Cola’s first objective is to maximize
share owner value over time.
oMaximize long-term cash flow.
oTo ensure the strongest and most efficient
production, distribution, and marketing
oConsumer connecting advertisements
oAvailability in every local market
Our mission is to be the world's premier
consumer products company focused on
convenient foods and beverages.
We seek to produce financial rewards to
our investors as we provide
opportunities for growth and
enrichment to our employees
Comparison b/w Coke vs. Pepsi