This document discusses vision and mission statements. It defines a vision statement as an aspirational description of what an organization aims to achieve in the mid or long term future. A mission statement is a written declaration of an organization's core purpose and focus that remains unchanged over time. While a mission focuses on goals to accomplish, a vision pursues goals for accomplishment. Examples of vision and mission statements are provided for several companies including IBM, Pepsico, and ONGC.

1. Vision and Mission Statement
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Vision & Mission Statement
Presented By:
Anupam Kumar
Reader,
School of Management Sciences,
Varanasi
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Vision and Mission Statements
2© Copyright 2013 Anupam Kumar
Vision & Mission Statements
• Vision Statement:
– An aspirational description
– of what an organization would like to achieve or
accomplish
– in the mid-term or long-term future.
• Mission Statement:
– A written declaration of an organization’s core
purpose and focus that normally remains
unchanged over time.
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Vision v/s Mission Statements
• A mission is something to be accomplished,
whereas
• vision is something to be pursued for
accomplishment.
• While:
– Mission is the cause
– Vision is the effect.
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Mission Statement
• What is our business?
• Who is our customer?
• What is value to our
customer?
• What should our
business be?
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Corporate Mission Statement
• The company’s specific mission or purpose is
usually clear when the company is founded.
• Over time the mission may change due to
– Changing market conditions
– Or the corporation makes changes.
– Adds new products and services
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2. Vision and Mission Statement
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Purpose of Mission Statement
• It serves as filters to separate
– what is important
– to the organization
– from what is not.
• It clearly states which markets will be served
and how.
• It communicates a sense of intended direction
to the entire organization.
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Vision Statement
• Vision statement
describes
– What’s happening to the
company and its
competition?
– What they want to do
about it?
– What should guide
decision-making?
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Strategy Formulation
Vision and
Mission
Goals &
Objectives
Strategy: Arena,
Vehicles,
Differentiators,
Economic Logic
Internal &
External
Strategic
Analysis
Implementation
Levers and
Strategic
Leadership
9© Copyright 2013 Anupam Kumar
Oil & Natural Gas Corporation
Vision Statement:
• To be global leader in
integrated energy
business through
sustainable growth,
knowledge excellence
and exemplary
governance practices.
Mission Statement:
• World Class
• Strive for customer
delight through quality
products and services.
• Dominant Indian
Leadership
IBM
Mission Statement:
At IBM, we strive to lead in the invention, development and
manufacture o f the industry’s most advanced information
technologies, including computer systems, software, storage
systems and microelectronics.
We translate these advanced technologies into value for our
customers through our professional solutions, services and
consulting businesses worldwide.
Vision Statement:
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Solutions for a small planet.
Vision Statement
• People: Be a great place to work where people are inspired to
be the best they can be.
• Portfolio: Bring to the world a portfolio of quality
beverage brands that anticipate and satisfy people's desires
and needs.
• Partners: Nurture a winning network of customers and
suppliers, together we create mutual, enduring value.
• Planet: Be a responsible citizen that makes a difference by
helping build and support sustainable communities.
• Profit: Maximize long-term return to shareowners while being
mindful of our overall responsibilities.
• Productivity: Be a highly effective, lean and fast-moving
organization. © Copyright 2013 Anupam Kumar 12

3. Vision and Mission Statement
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Mission Statement
• To refresh the world...
• To inspire moments of optimism and
happiness...
• To create value and make a difference.
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Pepsico
Mission Statement:
• Our mission is to be the world's
premier consumer products
company focused on convenient
foods and beverages.
• We seek to produce financial
rewards to investors as we
provide opportunities for growth
and enrichment to our
employees, our business partners
and the communities in which we
operate.
• And in everything we do, we
strive for honesty, fairness and
integrity.
Vision Statement:
• "PepsiCo's responsibility is to
continually improve all aspects of
the world in which we operate -
environment, social, economic -
creating a better tomorrow than
today."
• Our vision is put into action
through programs and a focus on
environmental stewardship,
activities to benefit society, and a
commitment to build shareholder
value by making PepsiCo a truly
sustainable company.
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Bibliography
• Books:
– Burgelman,R.A., Christensen,C.M.,and Wheelwright,
S.C.,(2009), “Strategic Management of Technology and
Innovation”,FourthEdition,New Delhi: Tata McGraw
Hill.
– Day, G.S., and Reibstein,D.J., (2006), “Wharton on
Dynamic CompetitiveStrategy,” New Delhi: Wiley India
(P) Ltd.
– Johnson,Scholes,and Whittington,(2008), “Exploring
Corporate Strategy: Text & Cases”, Seventh Edition,New
Delhi: DorlingKindersley (I) Pvt. Ltd.,licensee of Pearson
Education Ltd.
– Kazmi,A. (2008), “Strategic Management and Business
Policy,” Third Edition,New Delhi: Tata McGraw Hill
PublishingCompany Ltd.
– Kishore,R.M.,(2010), “Strategic Management”,New
Delhi: Taxmann Publications.
– Porter,M.E..,(200), “Competitive Strategy,” New York:
Free Press.
– Rao, P.S., (2010), “Strategic Management”, New Delhi:
HimalayaPublishingHouse.
– Roy,D., (2010), “Discourseson Strategic Management”,
Second Edition,New Delhi: Asian Books.
• Websites:
– http://smallbusiness.chron.com/shortterm-
mediumterm-longterm-planning-business-60193.html
– http://www.diffen.com/difference/Goal_vs_Objective
– http://www.forbes.com/sites/danschawbel/2013/02/05/
a-g-lafley-develop-a-strategy-to-win-at-business/
• For images and clip arts:
– blog.pac-online.com
– www.taoofdjfuji.com
– walyou.com
– www.superironfoundry.com
– cgnpsolutions.com
– darrenhardy.success.com
– livedwell.blogspot.com
– www.pepsico.com
– analyticsindiamag.com
– www.ongcindia.com
– www.intelligentspeculator.net
– futuredimensionss.com
– kikkidu.com
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For comments and further details,
Contact:
Anupam Kumar
Reader, SMS Varanasi
Email: anupamkr@gmail.com
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