This document discusses the key concepts of vision, mission, objectives, and goals for management. It defines each term and provides examples. A vision statement describes what an organization would like to become in the future, while a mission statement describes what it currently provides to society. Objectives represent commitments to achieve specific results within a time period, and goals are short-term benchmarks to help achieve long-term objectives. The document emphasizes that these strategic concepts should be clearly defined, measurable, and aligned across an organization to guide its direction and performance.

1. Vision , Mission ,
Objectives and Goals
Dr.Yulihasri.SE.MBA
29 September 2021

2. Strategic Intent
1.Vision
2.Mission
3.Objectives
4.Goals

3. Defining Vision
“description of something in the future”
“mental perception of the kind of
environment an individual, or an
organization, aspires to create within a
broad time horizon and the underlying
conditions for the actualization of this
perception”

4. Vision
Strategic intent should lead to an end.
That end is the vision of an organization or
an individual.
It is what the firm or a person would
ultimately like to become.

5. Examples
BSNL Vision Statement
“To become the largest telecom service
provider in Asia.”
Walt Disney vision Statement
“Make people happy”
Stokes Eye Clinic, Florence, South Carolina
“Our vision is to take care of your vision.”

6. Characteristics
1.Vision is developed through sharing
across an organization
2.Methods of convincing the others
about vision
3.Change agents

7. Vision Statement
A vision statement answers the question,
“ What will success look like?”
The pursuit of this image of success is what
motivates people to work together.

8. Example vision statement
Infosys
Vision “To be a globally respected
corporation that provides best-of-
breed business solutions, leveraging
technology, delivered by best-in-
class people."

9. VISION
Our Vision is to be the world’s mobile
communication leader – enriching
customers’ lives, helping individuals,
businesses and communities be more
connected in a mobile world.

10. Mission

11. Mission
Organizations relate their existence to satisfying
a particular need of the society. They do it in
terms of their mission.
Mission is a statement which defines the
role that an organization plays in a society.
It refers to the particular need of that society for
instance, its information needs.

12. Defining Mission
“essential purpose of the organization, concerning
particularly why it is in existence, the nature of the
business it is in, and the customers it seeks to
serve and satisfy.”
“purpose or reason for the organization’s
existence.”
“mission is an enduring statement of purpose that
distinguishes one firm from other similar firm.”

13. In short the mission describes the
product, market and technological
areas of emphasis for the business.

14. Example Mission Statement:
NewPort News Shipbuilding
“We shall build good ships here –
at a profit if we can – at a loss if we
must – but always good ships”

15. Characteristics
1. Feasible
2. Precise
3. Clear
4. Motivating
5. Distinctive
6. Indicates major components of strategy

16. Mission Statement
“A mission statement is an enduring
statement of purpose that distinguishes
one business from other similar firms. A
mission statement identifies the scope of
a firm’s operations in product and market
terms.”

17. BSNL mission
“To provide world class state of art technology
telecom services to its customers on demand
at competitive prices.
To provide world class telecom infrastructure
in its area of operation and to contribute to the
growth of country’s economy.”

18. MISSION
Driving in a wireless world
Vodafone is primarily a user of technology rather
than a developer of it, and this fact is reflected in the
emphasis of our work programme on enabling new
applications of mobile communications, using new
technology for new services, research for improving
operational efficiency and quality of our networks, and
providing technology vision and leadership that can
contribute directly to business decisions.

19. Infosys
Mission “"To achieve our
objectives in an environment of
fairness, honesty, and courtesy
towards our clients, employees,
vendors and society at large."

20. A Vision statement describes what the
organization would like to become.
A Mission statement describes what the
organization is now.
“What the company is providing to society?”

21. Ford sample vision statements
Early 1900s: Democratize the automobile
Current: To become the world's leading
Consumer Company for automotive products and
services.
Honda sample vision statements
1970: We will destroy Yamaha
Current: To Be a Company that Our
Shareholders, Customers and Society Want

22. Example Mission Statements
Wal-Mart "To give ordinary folk the chance to buy
the same thing as rich people."
Mary Kay Cosmetics "To give unlimited
opportunity to women."
3M "To solve unsolved problems innovatively"
Google's mission is “to organize the world's
information and make it universally accessible
and useful.”

23. Objectives

24. Objectives
Objectives represent a managerial commitment to
achieve specified results in a specified period, of
time. They clearly spell out the quantity and quality
of performance to be achieved, the time period,
the process and the person who is responsible for
the achievement of the objective.

25. Areas of objectives
1. Markets
2. Productivity
3. Innovation
4. Product
5. Profitability
6. Financial resources
7. Physical facilities
8. Organization structure and activities
9. Manager performance and
development
10. Employee performance and attitude
11. Customer service
12. Social responsibility

26. Goals

27. Goal
Goal is defined as an “intermediate result
to be achieved by a certain time as part of
the grand plan . A plan can, there for have
many goals.”

28. Goals are short term (one year or less) milestones
or bench marks that organizations must achieve in
order for long term long term objectives to be
reached.
Goals should be measurable, quantitative,
challenging, realistic, consistent and prioritized.

29. A set of goals is needed for
each objective that is
established in an
organization.

30. Goals have the following features
They:
1. Are derived from objectives
2. Offer a standard for measuring performance
3. Are expressed in concrete terms
4. Are time bound and work oriented.

31. Course Outcome
• Students understand the mission and goals of
management.
• Students became aware about the visionsof
Management in an organization.

32. Topic Outcome
• Students gained basic understanding of
Management
• Students understand the concept of
Management.

33. FAQs
• What is Management?
• What is the importance of Management ?
• What are in an organization?

34. REFERENCES
Strategic Management- A book on business policy / Corporate
planning
Francis Cherunilam
Strategic Management
J. David Hunger & Thomas L Wheelen
Strategic Management
Garth Salonee , Andrea Shepard & Joel Podolny
Article
Vision, Mission and Objectives of Business -
Shanmuga Rao. Pandala
Dr. N. V.S. Suryanarayana