Together, the vision, mission, and values statements provide direction for everything that happens in an organization. They keep everyone focused on where the organization is going and what it is trying to achieve. And they define the core values of the organization and how people are expected to behave. Creating a mission, values and vision makes a statement as to how a company and its personnel will interact with the consumer, its colleagues and even competitors. The value, mission and vision statements of a company are the foundation on which all business is conducted and decisions are made.

1. The Business Vision,
Mission, and Values
(Concepts and Cases)
Seta Ariawuri Wicaksana

2. Agenda
•Importance of Vision and
Mission Statements
•What Do We Want to
Become?
•What Is Our Business?
•Characteristics of a
Mission Statement
•Components of a Mission
Statement
•Writing & Evaluating
Mission Statements

3. A Comprehensive Strategic Management Concept
Ch 2 -3
Copyright © 2011 Pearson Education

6. Vision statement:
• To be the leading provider of
Premier Japanese Casual
Food with organization to
inspire people to do their
best.
• Which business do you think this
might be from?

8. Vision Statement
❖What is the definition of vision ?
❖Where can you find the vision statement of
any organization?
❖ Examples of vision statements .
❖Why the vision is important?

9. Vision is defined as the main
target/goal that any organization
strive to achieve in the long term
Vision statement characteristics :-
• It should answer the question what do we want to
become?
• It provides the foundation for developing a
comprehensive mission
• It should be established first and foremost the mission
• It should be short (one sentence if possible ).
• Participation from many managers is important in
developing the mission statement
• However , most of the Arab companies stated visions
statement , most of them are not well articulated
(results of researches )

10. Where can you find
the vision statement
of any organization ?
• Since the vision of any organization must be
explicit ,it is easy to find it on the website of the
organization in section called (about us – our
profile )

11. Vision Statements examples
• Our vision is to become the largest food and beverage business in Indonesia and
Southeast Asia, with affordable quality products, fast and friendly service, quality
control, and creative business development.
• To become the number one national
fast food restaurant in Indonesia.

12. Vision Statements Benefit
Agreement on the basic vision is critically
important to the firm’s success. Because
the shared established of vision :-
• Creates commonality of interests
• Reduces daily Routine

13. Characteristics of a great vision statement
Ch 2 -13
• Specific – your goals need to be
clear and specific. Specificity lets
you focus on your objectives with
greater precision.
• Measurable – you should be able
to track the progress of your goals.
When you can assess the progress
you’re making, it helps you stay
focused, reach deadlines, and gain
a sense of achievement upon
completing them.
• Attainable – Ideally, your goals
should stretch your skills but still
be achievable. In other words, are
they realistic?
• Relevant – Do the goals you’ve
created align with the needs of
your team and the company as a
whole? If not, you might need to go
back to the drawing board and
come up with something different.
• Time-bound – With a deadline to
focus on, there’s less chance of
everyday tasks taking priority over
the longer-term goals your team
has agreed on.

14. Vision Statement
Writing Tips
• Collaborate - The vision statement should reflect the
character of your entire company, and there's no better
way to accomplish this than to write the statement
alongside key members of your team.
• Write first, edit later - Don't try to write a succinct, well-
crafted vision statement right out of the gate. Put
everything you think of down on paper, no matter how
small.
• Avoid buzzwords and jargon - Plain language is always
more powerful than jargon
• Avoid ambiguity - Vision statements don't have to be
concrete the way a mission statement should be, but
you want to avoid using words that could potentially be
interpreted in a way that changes the entire vision
statement's meaning.

15. 7 steps to write your company's
vision statement
• Identify important stakeholders
• Start with a list of keywords
• Answer foundational company questions (e.g:
organization’s main purpose, main strength,
make a difference, and so on)
• Sort your answers by importance
• Write your company's vision out long-form
• Step back and evaluate
• Write your final vision statement

17. Mission statement:
• Our mission is to spread our passion for
high quality
coffee from Indonesia to the rest of
Asia.
• Which business do you think this might be
from?

19. A mission statement is a short way for a
business to express their main intent
• Creating a trustworthy organization
that is beneficial for Stakeholders.
• To deliver customer satisfaction by
providing comfortable outlet
network, quality products and
friendly services.
• To promote a positive working
environment for employees to grow
and thrive.
• To constantly develop a complete
product range to fulfill all customer
needs
• To provide easy access to global market
through widespread distribution
network
• To deliver quality services to attain
excellent customer experience

20. Mission Statements
A mission statement sets out the purpose and
primary objectives of a business in the present.
A mission statement should be memorable
A mission statement should be inspiring
A corporate vision looks towards the future and
where the business would like to be
• Carrying out business in the
field of food processing,
namely the further processed
chocolate industry (further
chocolate process) and
empowering human resources
to achieve prosperity and
independence.

21. Mission Statements
• What is the definition of mission?
• Where can you find the mission of any
organization?
• Mission examples.
• Why mission is important?

22. A mission statement is defined as a brief
description of a company's fundamental
purpose. It answers the question, "Why do
we exist?"
Mission statement characteristics :
• It answers the question, “ what is our
business ?
• Declares the firm’s reason for being "Why do
we exist?“
• It distinguishes one firm from another
• It articulates the company's purpose both for
those in the organization and for the public.
• 90% of all companies have used a mission
statement in the previous five years.

23. Mission
Statements
Mission statements can also be
referred to as:
• Creed statement
• Statement of purpose
• Statement of philosophy
• Statement of business principles
• It could be founded on the website
of the organization in section
called (about us/ our profile )

24. Mission Statement Examples
• We make top - notch quality
and sevice as high priority in
providing integrity food to
customers We strive to make
better ways in creating value
for stakeholder through
innovation and technology
We commit to our people by
providing an opportunity to
grow and excel
• Provides all hotel fabric
necessities, from bath to
bed linens with the
integrated manufacturer
and uncompromising
premium quality while
maintaining a competitive
price for our customers.

25. Benefits from a strong mission
Mission
Resource Allocation
Unanimity of Purpose
Organizational
Climate
Focal Point for Work
Structure

26. Mission &
vision
differences
Mission
Vision
Focus
What is our
business ?
what do we want to
become? ?
the main Q
Less broad
Broader
Scope
Longer
Must be short
(one sentence if
possible )
Long
The foundation of
objectives , plans ,
strategy ,and
policies.
It is the foundation of
the mission
Role

27. Mission development as a
process
For the mission to be developed a wide approach must be
undertaken:-
1) Reading articles (as background)by managers
2) Preparation of mission statements
3) A facilitator should integrate these statements into a
single documents
4) Distributing the draft mission to all managers
5) Modifications, additions, changes are requested
(evaluation)
Note
Organizations can manage this process internally (by
discussion group) , or externally by consultant or external
facilitator

28. The Effective Missions
requirements
• Broad in scope
• Generate strategic alternatives
• Reconciles interests among diverse stakeholders
• Reflects a balance between specifications &generalizations
• Arouse positive feelings and emotions
• Motivate employees to action
• Generate favorable impression of the firm
• Reflect future growth
• Provide criteria for strategy selection
• Dynamic in nature

29. Importance (Benefits) of
Vision &Mission statements
According the research results, many
benefits can be achieved through the
formalized mission:-
• 2x average return on shareholders’
equity
• Positive relationship to company
performance
• 30% higher return on certain
financial measures
Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
Ch 2 -29

30. Why Must Organizations Carefully
Develop A Written Mission
Statement?
To keep the following benefits:-
➢ To ensure unanimity of purpose within the organization
➢ To provide a basis or standard for maximizing the resources allocation
➢ To establish a general tone or organizational climate
➢ To facilitate putting the objectives and policies into actions
➢ To maximizing the efficiency of resource allocation process

31. Characteristics of a
Mission
• First :A declaration of attitude
• Second :A customer orientation
• Third: A declaration of social Policy

32. A mission statement is a
declaration of attitude
• It must be broad in scope not only a statement of specific details
• It should not be too lengthy, the recommended length is less than 250
words
• It must arouse positive feelings and emotion
• It must generate a good impression that the firm is successful, has
direction, and is worthy of time
• It must imply the growth directions in the future
• It must serve as a framework for evaluating both current and
prospective activities.

33. A mission must be a customer
orientation through what Vern
McGinnis mentioned
• Define what the organization is.
• Define what it aspires to be.
• Broad enough to allow for growth
• Distinguishes firm from all others
• Stated clearly – understood by all

34. To Be Effective Customer
Orientation Mission
• Anticipates customer needs
• Identifies the utility of a firm’s products or
service to the customer (not the clothes- but
the attractive look) (not shoes – but the
comfort) (not the book –but knowledge ) (not
the milk but health care ----etc.)
• Provides product/service to satisfy needs

35. Mission is a
declarative of
social policy
• The term Social policy
embraces managerial
philosophy and thinking at the
highest levels of an organization
• Social policy affects the
development of a business
mission statement
• Mission statement conveys the
social responsibility of the firm
to consumers
,environmentalists ,minorities
,communities…..etc

36. Community Social
Responsible
• J.CO Safari is a form of J.CO's concern for its community. This
program is packaged in the form of an informal education program,
namely learning to process donut and coffee products involving the
J.CO community and J.CO trainers directly at the nearest J.CO outlet.
• Hokben, Educational Support Program for high achieving children
around the Head Office and HokBen Factory located in Ciracas has
been presented rountinely for the 16th time by CSR HokBen. In the
Environmental Scholarship program, HokBen provides scholarship to
60 outstanding students as a proof of love and cares for the
education in Indonesia, especially for the neighborhood around the
HokBen Factory.
• Kenangan PinTer (Smart and Skillful), (A pillar for all programs that
aim to increase the intelligence and skills of people who do not yet
have access to adequate education). This pillar is realized through
the Memories of Learning Coffee program, a free basic coffee training
platform for people in Jakarta, Surabaya and Medan

37. Mission Statement
Components
Mission statements can and do vary in length,
content, format,….but it include the most essential
components from the following
1. Customer, who are the firm’s customers?
2. Products & services, what are the firm’s main
products?
3. Markets, where does the firm compete?
4. Technology, Is the firm technological current?
5. Concern for survival, growth, and profitability
Is the firm committed to growth and financial,
soundness?

38. Mission Statement
Components
6-Philosophy, what are the basic beliefs,
values, and ethical prosperities of the
firm?
7-Self- concept, what is the firm major
competitive advantage?
8-Concern for public image, is the firm
responsive to social, community, and
environmental concerns?
9-Concern for employees, are employees
a valuable asset of the firm?

39. Ch 2 -
39
Mission
Components
Customers
Markets
Employees
Public
Image
Self-
Concept
Philosophy
Survival,
Growth,
Profits
Products
or Services
Technology
Copyright © 2011 Pearson Education

40. Writing & Evaluating Mission
Statement
• There is no one best mission statement for a particular
organization
• Good judgment is required in evaluating the mission
statement
• Not all companies cover all the nine components in their
mission statement.
• The nine basic components serve as a practical
framework for evaluating and writing a mission statement
• The more components are present in the mission
statement, the stronger statement it could be
• Evaluation of a mission statement according to the
presence of the nine components is just the beginning of
the process to assess a statement’s overall

41. Mission Statement Evaluation Matrix
Component
1 Component 2
Component
3 Component 4 Component 5
Compo
nent 6
Compone
nt 7
Component
8 Component 9
Customers
Products or
Services
Markets Technology
Concern for
Survival,
Growth,
Profitability
philos
ophy
Self-
Concept
Concern
for Public
Image
Concern for
Employees
Total out of 9
Organiz
ation
JCO
CFC

42. Ch 2 -
42
Copyright © 2011 Pearson Education

44. Define your Values
• These are the principles and beliefs that drive
your work and define your culture. Your Values
should reflect your passion, your purpose,
and your priorities.
• They should also be aligned with the needs
and expectations of your Stakeholder.
• To define your values, you can use
brainstorming, surveys, focus groups, or other
methods to gather input from your
stakeholders. Then, you can narrow down your
list to the most essential and distinctive values
that represent your organization.

45. Values
• The ‘VALUES’ define what the organization
stands for — they are the organization’s core
rules
• They provide bounds or limits of how the
employees will conduct their activities while
carrying out the vision and mission.
• They are statements about how the
organization will value customers, suppliers,
and the internal community.
• Once defined, the values that are important
to the organization should be reflected in
everything done by the employees

46. Values (contd.)
• Articulating values provides everyone
with guiding lights, ways of choosing
among competing priorities and
guidelines about how people will work
together.
• A values statement reflects the core
ideology of an organization, the deeply
held values that do not change over time.
• Values are what the organization lives,
breathes and reflects in all its activities.

47. Values examples
iCLEAN
• Integrity,
• Convenience,
• Loyalty,
• Excellence,
• Affability,
• Next Level
• Customer centric
• Driving for result
• collaboration,
• Agility,
• Flexibility,
• Constant improvement
• Be exceptional and trustworthy.
• Share knowledge and expertise.
• Contribute to society.
• Foster robust interchange.
• Perpetuate valuable learning.
• Elevate every experience.
I M ELITE
Innovative – Accountable – Mastery – Excellence – Leadership –
Integrity - Enthusiasm

48. To Define Your
Organization Values
• 1. Identify the times when organization were
happiest
• 2. Identify the times when organizations were
most proud
• 3. Identify the times when organization were
most fulfilled and satisfied
• 4. Determine your organization’s top values,
based on your experiences of happiness,
pride, and fulfillment
• 5. Prioritize your organization’s top values
• 6. Reaffirm your organization’s values

49. Align your
Vision,
Mission and
Values

52. Goal and Strategy (next
journey)
• Mission and Vision Statements along with Values set the
general goals and direction for the organization. They help
stakeholders, customers, and employees understand
what the organization is about and what it intends to
achieve
• These statements are far too vague to guide day-to-day
actions and resource allocation decisions
• Mission and Vision Statements are made operational
when they define goal and strategy for how the mission
and vision will be achieved

53. Learning and
Giving for
Better
Indonesia
www.humanikaconsulting.com