The document discusses developing a vision, mission, and values for an organization. It provides examples of elements to include in a vision statement like who the organization is, what it provides to customers, and how it operates. It also gives examples of components of a mission statement such as the products/services, customers, and expected results. Finally, it lists examples of organizational values around how employees and customers should be treated and how people in the organization will work. The overall purpose is to provide guidance on defining these key elements to guide an organization's goals and operations.

1. Chapter 2, Vision, Mission
and Values
• “If you don’t know where you are going,
any road will take you there”anon
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2. Figure 2.1, The planning
model
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3. Defining “Stakeholders” so a
“Vision” can be written
• Figure 2.2
STAKEHOLDER RESPONSIBILITY AND ACCOUNTABILITY
Stockholders/ To provide long term financial returns that
Investors fairly compensate investors for risks
To provide high quality and safe products and
Customers services that represent fair value for the price
paid.
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4. Defining “Stakeholders” so a
“Vision” can be written
To provide a safe and nurturing workplace that
fairly compensates people for the value they
Employees bring to the organization and to provide people
with the opportunity to realize their personal
potential.
To provide a professional relationship in
contracting for and purchasing supplies and
Suppliers
services, and a prompt completion of trade
obligations.
To ensure that debts are secure and protected
Creditors
and that payment obligations are met promptly.
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5. Defining “Stakeholders” so a
“Vision” can be written
To observe fair business practices and to treat the
Competitors
competition as the business itself wishes to be treated.
To adhere to the letter and intent of laws governing
business practices such as fair competitive practices
Government
and anti-trust laws, and to honestly calculate and pay
promptly all forms of taxes.
To have employees involved in community initiatives,
Local to employ people from the local community and to
Community conduct business in the best interest of the liveability
of the community
To participate in and contribute to society as a whole
by assuming a fair proportion of the burden of
General Public
government and society and by promoting the growth
of the economic system.
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6. The vision statement should
define:
• Who you are and what business you are in
• What you provide to your customers, not
in terms of specific products, but more in
terms of their experience
• How you provide your products and
services
I wish to be viewed by my stakeholders as..
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7. Example vision statement
for a Sporting Goods Store
• We are aggressive sporting goods
retailers offering the ultimate shopping
experience to our customers through
leading edge distribution channels.
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8. Example vision statement
for a City Management Team
• We strive to have the most appealing,
livable and well managed city in Canada
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9. Example vision statement
for a Dairy Farm
• Quality and freshness are the core of our
business which involves providing the
complete range of dairy products to
wholesale markets.
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10. Developing the Mission
Statement
Organizations develop mission statements
because they want:
• To consolidate efforts around one purpose
• To motivate the effective use of resources, both
financial and non-financial
• To clearly define the planning path
• To provide a framework for decision making and
control
• To set expectations for results and outcomes
• To establish a functional organizational tone and
climate
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11. Defining the Mission
Statement
• The Mission Statement should define:
– Products and services provided
– Customers that will be served
– How the products and services will be
provided
– The results that are expected
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12. Figure 2.3 Elements of a Mission
Statement
• “What We Do, Who We Do It For, How We Do It and Why We Do It”.
What is defined? Example
We sell real estate
We manufacture and sell professional quality
What defines the primary
cameras
we do product or service
We harvest, process, and distribute wood
products
Who defines the customers To customers from world-wide sources who
and the market, who the wish to locate in Vancouver
we do customers are and To customers in every city of the world
it for where they are located To wholesale distributors in western Canada
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13. Elements of a Mission
Statement
By employing the highest ethical principles
defines the principle
By treating every customer with respect
How we technologies used, the
By utilizing e-commerce to its fullest potential
ethics and business
do it principles and the
By valuing employees, their diversity and their
contribution to the organization
organizational
By remaining committed to continuous growth
philosophies
in new markets
Which will maximize the financial value of the
organization for stockholders
Which will minimize the impact of operations on
Why we Defines the results
the natural environment
do it expected from a variety
Which will ensure a solid foundation of satisfied
of dimensions
customers for years to come
Which will maintain our position as leading
edge service providers
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14. Example Sporting Goods
Store
• To provide high quality, leading edge
sports equipment and clothing to the
aggressive North American sports
enthusiast in a convenient, dynamic and
service friendly environment that will
create a loyal and satisfied customer
base, which will ensure the long term
prosperity of the company.
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15. Example City Management
Team
• To protect and enhance the economic and social
well being of the city for generations to come by
engaging in responsible decision-making, being
fiscally accountable, striving for excellence in
program and service delivery and consulting
openly with community stakeholders on every
aspect of our business. We are, above all else,
committed to maximizing the satisfaction of
taxpayers in our city.
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16. Example Dairy Farm
• To create a long range financially stable
organization by effectively using
technologies that minimize operating costs
and maximize product quality and
availability to the local wholesale market
while at the same time exploring revenue
opportunities outside of the local market.
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17. Developing Values
• Figure 2.4 Examples of Organizational Values
EXAMPLE
How employees Employees will be recognized for the contribution they make
will be treated to our success
and how they Employees will be provided with opportunities for
will treat each advancement based on skill and commitment
other Wherever possible promotion will occur from within
We care for and respect the rights of our fellow employees
We ensure that our customer’s positive experience is a
How customers
priority in every encounter
and
We will be consultative in our dealings with stakeholders and
stakeholders
we will listen to their views
will be treated
We will make every effort to operate in the best interest of all
stakeholders
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18. Examples of Values
We will be open with each other so that petty differences don’t
go unresolved
We will strive to keep our work fun
Which values We will challenge what does not make sense
people will use We will be open and receptive to the views of subordinates
to govern how and superiors
they work We will be willing to try everything that makes sense
How the values We will constantly strive to enhance the efficiency and
will relate to effectiveness of our organization
organizational We will nurture and develop our shared values for the benefit
success of the organization
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19. MISSION, VISION AND VALUES, -
Where to from here?
• Using the Vision, Mission and Values we
must now create implementation plans
that deliver measurable results so that we
can become a dynamic and proactive
organization that will take advantage of
opportunities and effectively deal with the
challenges that the future has to offer.
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