This document discusses the concepts of strategy, intent, vision, mission, goals, objectives, and plans within an organization. It emphasizes the importance of defining clear aspirations and directions to inspire stakeholders and achieve competitive advantage. Examples from companies like Infosys and Tata Tea illustrate how these elements are articulated in real-world business contexts.

2. :
It is the composition of two words: Strategy + Intent
Strategy: It is an action that managers take to attain one or more
of the organization’s goals. Strategy can also be defined as “A
general direction set for the company and its various
components to achieve a desired state in the future.
Intent: Having the mind, attention, or will concentrated on
something or some end or purpose.

3. It is the overall direction of a organization’s strategy. It is often an
aspiration target that is difficult or perhaps impossible to achieve. It
serves to inspire, motivate and provide clear direction to stakeholders.
It refers to purpose for what organization strives for. Organization must
define “what they want to do” and “why they want to do”.
The strategic intent of an organization describes how the firm’s energy
and resources are channeled into a focused and unified overall goal.

4. Essence of
winning
Stable over
time
Personal
effort & time
Enormous
creativity

6. Vision is defined as “a realistic, credible and attractive future of
an organization”.
Realistic
Credible
Attractive
Future

7. It should be idealistic and realistic.
Good vision clarifies the direction.
Good vision encourages the organization members
commitment from them.
Good vision reflects uniqueness of organization, its distinct
competence, what it stands for and what it is able to achieve.
Good vision is consistent with organization values and
culture.
Good vision is easily understood by those who are
responsible to convert it into reality.

8. INFOSYS: To be globally respected company that provides
best of breed software solutions by best-in-class people.
TATA TEA To be India’s foremost tea based beverage
company.

9. Mission is defined as “a fundamental unique purpose that sets a
business apart from other firms of its type and identifies its scope
of its operations in product and market terms. It is a statement
which defines the role that organization plays in the society”.

10. Feasible
Precise
Clear
Motivating
Distinctive

11. INFOSYS: To achieve our objectives in a environment of
fairness, honesty and courtesy towards our clients, employees,
vendors and society at large.
HCL: To be a world class competitor.

12. Goals are defined as “what an organization hopes to accomplish
in a future period of time. They represent the future stateor
outcome of effort put in now”.

13. Temporal
Specific in
terms
Focused on
Internal
Environment
Absolute in
terms

14. HCL: To meet everyday needs of people everywhere with
branded products.

15. Objectives are defined as “the ends that state specifically how the
goals shall be achieved. They are concrete and specific in
contrast to goals that are generalized”.

16. Timeless
General in
terms
Focused on
External
Environment
Relative in
terms

17. INFOSYS: To exploit various technologies to provide
effective and cost efficient solutions to their customers. It believe
in working as partners with customers in identifying their needs
& work with them designing solutions to satisfy their business
needs through long term relationship.

18. Define organization’s relationship with its environment.
Help an organization to pursue its vision & mission.
Provide the basis for strategic decision making.
Provides standards for performance appraisal.

19. Specificity
Multiplicity
Periodicity
Verifiability
Reality
Quality

20. SMART DUMB
S • Specific
M • Measurable
A • Attainable
R • Relevant
T • Time Bound
D
• Do-able
U
• Understandable
M
• Manageable
B
• Beneficial

21. Plans are defined as “the detailed steps to achieve objectives. In
other words, they are the steps that are followed to achieve the
objectives laid down by the organization”. It can be short term as
well as long term.

22. Flexible
Economical
Comprehensive
Verifiability
Simple
Clear
Balanced

23. INFOSYS: To bring down Infosys attrition rates.
HUL: To set-up end-to-end digital transformation plan for next
phase of growth.