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1. To understand vision and mission statements

2. To compare vision and mission statements for organizations

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• Indicates where an organization is headed in the future

• Should capture the long-term picture of what you want your organization to become

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• Characteristics of a vision statement– should be inspirational– should be memorable– should reflect

the desires of investors

– should be 30 words or less

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• Keep the wording realistic

• Look ahead five to 10 years

• Ensure it is responsive to change

• Keep the vision consistent with the organization’s values

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• When engaging in the visioning process, be alert to the following vision killers

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McDonald’s© Vision Statement

“McDonald’s© vision is to be the world’s best quick service

restaurant experience.”

Source: McDonald’s© Websitewww.mcdonalds.com/corporate/index.html

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State Farm’s© Vision Statement“Our vision for the future is to be the customer’s

first and best choice in the products and services we provide. We will continue to be the leader in the insurance industry, and we will become a leader in the financial services arena. Our customers’ needs will determine

our path. Our values will guide us.”Source: State Farm’s© Website

www.statefarm.com/about/mission.htm

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• Designed to close the gap between what an organization is currently doing and its vision for the future

• Should say something about the way an organization creates value to justify its existence

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• When writing a mission statement, consider three factors:

1. history

2. distinguishing characteristics

3. environment

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1. History– Is the organization a corporation,

partnership or sole proprietorship?– Is the organization for profit or non-profit?– What accomplishments has the organization

achieved?– How will the past affect the future?

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2. Distinguishing characteristics– What does the organization do well?– What market is the organization in?– Does the organization have a niche in the

market?– What makes the organization different from

competitors?

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3. Environment– What changes in the business world will

affect the organization?– Is technology going to change the

organization’s market in the near future?– Will the organization’s geographical location

continue to attract customers and employees?

– What makes the organization different from competitors?

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Achievable• the organization should be able to achieve the mission• the mission should not be too easy or difficult

Motivational• the mission should motivate employees in every sector

of the organization• the mission should be shared and aspired to achieve

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Specific• the mission should provide direction for all employees

within the organization

Market Focus• the mission should focus on the overall

market rather than a specific product

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• Convey your organization’s values• Inspire and motivate your organization toward

objectives, which are fundamental to the image you wish to establish

• Use long-lasting ideals, not fashionable statements

• Keep your statements clear and easy to understand

• Consider the organization’s products, services, markets, values and concern for public image

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HersheyHershey© © Foods’ Mission StatementFoods’ Mission Statement“Our mission is to be a focused food company

in North America and selected international markets and a leader in every aspect of our

business. Our goal is to enhance our #1 position in the North American confectionery

market, be the leader in U.S. chocolate-related grocery products, and to build

leadership positions in selected international markets.”

Source: Hershey© Food’s Websitewww.hersheys.com/about/mission.shtml

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Merck’sMerck’s©© Mission Statement Mission Statement“The mission of Merck is to provide society with

superior products and services by developing innovations and solutions improving the

quality of life and satisfying customer needs, and to provide employees with meaningful work and advancement opportunities and investors with a superior rate of return.”

Source: Merck’s© Websitewww.merck.com/about/mission.html

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1. What is the difference between a vision and a mission statement?

2. What should you consider when writing a mission statement?

3. List the four characteristics a mission statement should have.

4. List two tips for writing a mission statement.

5. List two tips for writing a vision statement.

6. List three vision killers.

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Adams, Don. “The Pillars of Planning: Mission, Values, Vision”. National Endowment for the Arts Publications. http://arts.endow.gov/pub/Lessons/Lessons/ADAMS.html

The Alliance. http://www.allianceonline.org/faqs.html.

McNamara, Carter. “Basics of Developing Mission, Vision and Values Statements”. Management Assistance Program for Non-Profits. http://www.mapnp.org/library/plan_dec/str_plan/stmnts.htm.

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