This document provides an overview of strategic intent, including key components like vision, mission, business definition, objectives, and goals. It defines vision as a picture of what an organization wants to achieve, and mission as describing an organization's role and the customers it seeks to serve. The hierarchy of strategic intent is explained as including vision, mission, business definition, business model, and objectives. Characteristics of an effective mission and objectives are outlined. The differences between vision and mission are highlighted. Examples of vision and mission statements from companies are also provided.

1. STRATEGIC INTENT
PREPARED BY: MEGHA SHARMA
M.COM SEM-III
C.R.N- 23

2. CONTENTS
1. Acknowledgement 11. Example
2. Strategic management 12. Business definition
3. Strategic intent 13. Business models
4. Hierarchy of strategic intent 14. Objectives
5. Vision 15. Goals and objectives
6. Benefits of vision 16. Features of objectives
7. Example 17. Characteristics of objectives
8. Mission 18. Issues in objective setting
9. Characteristics of mission 19. Factors affecting objectives
10. Difference between vision and mission 20. Bibliography

3. ACKNOWLEDGEMENT
I would like to convey my heartfelt gratitude to Dr. ANJALI for her
tremendous support and assistance in the completion of my
project with the topic STRATEGIC INTENT. I would also like to
thank my parents and friends for the relentless help they kept
providing me throughout the course of this project. The
completion of the project would not have been possible without

4. STRATEGIC MANAGEMENT
Strategic Management is defined as a dynamic
process of formulation, implementation,
evaluation and control of strategies to realize the
organization's strategic intent.

5. STRATEGIC INTENT
It refers to purpose for what organization
strive for. Organization must define “what
they want to do” and “why they want to
do”.

6. HIERARCHY OF STRATEGIC INTENT
● Vision
● Mission
● Business definition
● Business model
● Objective

7. VISION
● A vision statement is a picture of what you want
to achieve.
● Vision as a realistic, credible, and attractive for
an organization.

8. BENEFITS OF VISION
● Good visions are inspiring.
● Good vision foster long term thinking.
● Good vision foster risk-taking and experimentation.
● Vision empowers people and helps focus their efforts.
● Vision brings change and hope for the future.
● Good vision is easily understood by those who are responsible
to convert it into reality.
● Good vision clarifies the direction.

9. EXAMPLE
● BSNL Vision Statement
“To become the largest telecom service
provider in Asia.”

10. MISSION
● Mission is a statement which defines the role that an
organization plays in a society.
“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.”

11. CHARACTERISTICS OF MISSION
● Feasible
● Precise
● Clear
● Motivating
● Distinctive
● Indicates major components of strategy

12. DIFFERENCE BETWEEN VISION AND MISSION
● Vision is forward looking and mission states what
organization is and why it exists.
● Vision emphasis on long term concept with very high
level of achievement and mission deals with products,
service offers, way these are offered.

13. EXAMPLES
1) Infosys: To achieve our objective in an environment of fairness,
honesty and courtesy towards our clients, employees, vendors
and society at large.
2) Tata tea:
a) Achieve market and thought leadership for branded tea in
india
b) Drive long term profitable growth
c) Co create enhanced value for stakeholders
d) Make tata tea a great place for work

14. BUSINESS DEFINITION
❏ Is clear cut statement of the business or a set of business, the
organization engages in presently or wishes to pursue in
future. Then it prescribes the area in which the organization
will play complete.
❏ Business can defined along three dimensions- product,
customer and technology.
❏ Business must reflect two features: focus and differentiation.
❏ Example: HUL business definition: “To meet everyday needs
of people everywhere with branded products.”

15. BUSINESS MODELS
❖ A representation of a firm underlying core logic and
strategic choice for creating and capturing value within
network.
❖ Business models have an intimate relationship with the
strategy of an organization. Strategy result in choices, a
business model can be used to help analyze and
communicate these strategic choice.

16. OBJECTIVE
● Objectives represent a managerial commitment to achieve
specified results in a specified period of time.
● Objectives are end results of planned activity.
“Objectives state what is to be accomplished by
when and should be quantified if possible.”

17. GOALS AND OBJECTIVES
● Goals denote what an organization hopes to accomplish
in a future period of time. They represent the future state
or outcome of effort put in row.
● Objectives are the ends that specifically how the goals
shall be achieved. They are concrete and specific in
contrast to goals that are generalized.

18. FEATURES OF OBJECTIVES
SMART DUMB
S-Specific D-Doable(within power)
M-Measurable U-Understandable
A-Attainable M-Manageable
R-Relevant B-Beneficial
T-Time bound

19. CHARACTERISTICS OF OBJECTIVE
● Objectives should be understandable.
● Objectives should be concrete and specific.
● Objectives should be related to a timeframe.
● Objectives should be measurable and controllable.
● Different objectives should be correlate with each other.
● Objectives should be challenging.

20. ISSUES IN OBJECTIVE SETTING
● Specificity
● Multiplicity
● Periodicity
● Verifiability
● Quality
● Reality

21. FACTORS AFFECTING OBJECTIVES
❖ Forces in the environment.
❖ Reality of enterprise resources and internal power
relationship.
❖ The value systems of the top executives.
❖ Awareness by the management.

22. BIBLIOGRAPHY
For successfully completing my presentation, I have taken
help from the following website links:
● www.google.com
● www.wikipedia.com
● Youtube
● Google images
● BOOK: Strategic Management By: Sahitya Bhawan