The document discusses the importance of developing a clear vision and mission statement for a business. It provides examples of vision and mission statements, and outlines key elements that should be included when creating a mission statement such as customers, products, markets, technology, and concern for survival, growth, and profitability. An effective mission statement should be broadly scoped, generate strategic alternatives, reconcile diverse stakeholder interests, and reflect future growth to guide strategy selection.

1. The Business Vision &
Mission Statement

2.  Three people were working on the construction site
and all were doing the same job, but when each was
asked what his job was, the answers varied.
 Breaking rocks
 Earning a living
 Helping to build a cathedral

3. Good strategists and clear mission
help us find those cathedrals in what
otherwise could be dismal issues and
empty causes.

4. “What do we want to become?”
Vision
Agreement on the basic vision for
which the firm strives to achieve
in the long run is critically
important to the firm’s success.

6. Comprehensive
Mission Statement
Vision
Clear Business
Vision

7. Mission Statement
•Creed or Doctrine
•Statement of belief
•Statement of purpose
•Statement of Philosophy
•Statement of business principles
Also referred to as:

8. Shared Vision and Mission
• Creates commonality of interests
• Reduce daily monotony
• Provides opportunity & challenge
• Enduring statement of purpose
• Distinguishes one firm from another
• Declares the firm’s reason for being
Participation from all managers is important in developing
the mission

9. Mission
Elements
Customers
Markets
Employees
Public
Image
Self-Concept Philosophy
Survival
Growth
Profit
Products
Services
Technology

10.  Customers who are the firms customer
 Products or services what are our major products
 Markets where does the firm compete ?
 Technology are we using the current technology ?
 Concern for Survival, growth, and profitability
 Philosophy basic beliefs, values , aspirations and ethical priorities
 Self-concept what are the distinctive competence
 Concern for public image is the firm responsive to social and
environmental issues
 Concern for employees are employees a valuable assets
Component of Mission Components

11. A national organization which represents its
members in all aspects of poultry and eggs
on both a national and international level.
Vision Statement Examples
-- U.S. Poultry & Egg Association

12. Sample Mission Statements
 IBM
 Our goal is simply stated. We want to be the best service
organization in the world.
 Wal-Mart
 To give ordinary folk the chance to buy the same thing as rich
people.

13. Components of Mission
 Mission statements vary in…
 Length
 Content
 Format
 Specificity

14. The company mission statement is
shaped by five elements
1. History
2. Current preferences of the management and owners
3. The market environment
4. Organizational resources
5. Distinctive competence Industry scope
i. Market segment scope
ii. type of customer it will serve
iii. Vertical scope
iv. the degree to which corporation will produce its own needed supplies
v. Geographic scope
vi. The range of region and countries

15. Broad in scope
Generate strategic
alternatives
Not overly specific
Reconciles interests among
diverse stakeholders
Finely balanced between
specificity & generality
Effective Missions

16. Arouse positive feelings &
emotions
Motivate readers to action
Generate favorable
impression of the firm
Effective Missions

17. Reflect future growth
Provide criteria for strategy
selection
Basis for generating &
evaluating strategic options
Are dynamic in nature
Effective Missions

18. PepsiCo Mission
PepsiCo’s mission is to increase the value of our
shareholders’ investment. We do this through sales
growth, cost controls, and wise investment
resources. We believe our commercial success
depends upon offering quality and value to our
consumers and customers; providing products that
are safe, wholesome, economically efficient and
environmentally sound; and providing a fair return
to our investors while adhering to the highest
standards of integrity.

19. Ben & Jerry’s Mission
Ben & Jerry’s mission is to make, distribute and sell the
finest quality all-natural ice cream and related products in
a wide variety of innovative flavors made from Vermont
dairy products. To operate the Company on a sound
financial basis of profitable growth, increasing value for
our shareholders, and creating career opportunities and
financial rewards for our employees. To operate the
Company in a way that actively recognizes the central role
that business plays in the structure of society by initiating
innovative ways to improve the quality of life of a broad
community—local, national, and international.

20. Mission Statement Evaluation Matrix
COMPONENTS
Organization Customers
Products
Services Markets
Concern for
Survival,
Growth,
Profitability Technology
PepsiCo Yes No No Yes No
Ben & Jerry's No Yes Yes Yes No

21. Mission Statement Evaluation Matrix
COMPONENTS
Organization Philosophy
Self-
Concept
Concern for Public
Image
Concern for
Employees
PepsiCo Yes No No No
Ben & Jerry's No Yes Yes Yes