M ISSION, V ISION, & S TATEMENT OF P URPOSE. MISSION A Mission Statement defines the organization's...

MISSION, VISION, & STATEMENT OF

PURPOSE

MISSION

A Mission Statement defines the organization's purpose and primary objectives. Its prime function is to define the key measure or measures of the organization’s success.

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

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

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

What we do

defines the primary product or service

We sell real estateWe manufacture and sell professional quality camerasWe harvest, process, and distribute wood products

Who we do it

for

defines the customers and the market, who the customers are and where they are located

To customers from world-wide sources who wish to locate in VancouverTo customers in every city of the worldTo wholesale distributors in western Canada

Elements of a Mission Statement

How we do it

defines the principle technologies used, the ethics and business principles and the organizational philosophies

By employing the highest ethical principlesBy treating every customer with respectBy utilizing e-commerce to its fullest potentialBy valuing employees, their diversity and their contribution to the organizationBy remaining committed to continuous growth in new markets

Why we do it

Defines the results expected from a variety of dimensions

Which will maximize the financial value of the organization for stockholdersWhich will minimize the impact of operations on the natural environmentWhich will ensure a solid foundation of satisfied customers for years to comeWhich will maintain our position as leading edge service providers

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.

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.

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.

MISSION STATEMENT CREATION1) First, identify your organization’s “winning idea”-

what makes your organization stand out from its competitors & is the reason that customers will choose your organization over others.

2) Second, identify the key measures of your success. (What is it that your organization has that others don’t?).

3) Create a measurable goal by combining steps 1 & 2.

REMEMBER: A Mission Statement should be concise and precise which expresses your ideas, measures and desired result.

SOURCE: http://www.mindtools.com/pages/article/newLDR_90.htm

EXAMPLE

Winning Idea Farm Freshness Two Key Measures of Success Freshness &

Customer Satisfaction

The mission statement of Farm Fresh Produce is:

“To become the number one produce store in Main Street by selling the highest quality,

freshest farm produce, from farm to customer in under 24 hours on 75% of our

range and with 98% customer satisfaction.”


VISION

Vision Statements also define the organizations purpose, but this time they do so in terms of the organization’s values rather than bottom line measures (values are guiding beliefs about how things should be done.) The vision statement communicates both the purpose and values of the organization.


Defining “Stakeholders” so a “Vision” can be written

STAKEHOLDER RESPONSIBILITY AND ACCOUNTABILITY

Stockholders/Investors

To provide long term financial returns that fairly compensate investors for risks

CustomersTo provide high quality and safe products and services that represent fair value for the price paid.


Employees

To provide a safe and nurturing workplace that fairly compensates people for the value they bring to the organization and to provide people with the opportunity to realize their personal potential.

Suppliers

To provide a professional relationship in contracting for and purchasing supplies and services, and a prompt completion of trade obligations.

CreditorsTo ensure that debts are secure and protected and that payment obligations are met promptly.


CompetitorsTo observe fair business practices and to treat the competition as the business itself wishes to be treated.

Government

To adhere to the letter and intent of laws governing business practices such as fair competitive practices and anti-trust laws, and to honestly calculate and pay promptly all forms of taxes.

Local Community

To have employees involved in community initiatives, to employ people from the local community and to conduct business in the best interest of the liveability of the community

General Public

To participate in and contribute to society as a whole by assuming a fair proportion of the burden of government and society and by promoting the growth of the economic system.

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..

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.

Example vision statement for a City Management Team

We strive to have the most appealing, livable and well managed city in Canada

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.

VISION STATEMENT CREATION

First identify your organization’s mission. Then uncover the real, human value in that mission.

Next, identify what you, your customers and other stakeholders will value most about how your organization will achieve this mission.

Combine your mission and values, and polish the words until you have a vision statement inspiring enough to energize and motivate people inside and outside your organization.


EXAMPLE

Earlier example of produce: 4 most important things owner identifies are:

freshness healthiness tastiness “local-ness” of the produce.

“We help the families of Main Town live happier and healthier lives by providing the freshest, tastiest and most nutritious local produce: From local farms to your table in under 24 hours.”


MORE EXAMPLES… Mission:

“As a non-profit organization, our mission is to build a strong foundation for aspiring young students who wish to achieve their dreams in order to become future leaders. We will accomplish this by building personal relationships with our applicants in a professional yet inviting environment to ensure a successful interview experience.”

Vision: “Our non-profit organization is THE answer for eager

students who are determined, goal-oriented and show strong potential who wish to pursue higher education without the financial burden.”

Source: http://www.timethoughts.com/goalsetting/SampleMissionVisionStatements.htm

STATEMENT OF PURPOSE

Your purpose behind your organization.

Example: “We will provide full scholarships for financially

meritable students who demonstrate a willingness in pursuing higher education and who maintain a minimum grade point average of 2.0 along with a personal letter of interest. We are committed in giving students a positive outlook for their future so they may have the same opportunities and experiences as their peers. In addition, to enhance the changes of receiving this scholarship, a portfolio containing honors or any exceptional work completed over the years would be a great addition to the interview.”

Developing Values

Figure 2.4 Examples of Organizational Values

EXAMPLE

How employees will be treated and how they will treat each

other

Employees will be recognized for the contribution they make to our successEmployees will be provided with opportunities for advancement based on skill and commitmentWherever possible promotion will occur from withinWe care for and respect the rights of our fellow employees

How customers and

stakeholders will be treated

We ensure that our customer’s positive experience is a priority in every encounterWe will be consultative in our dealings with stakeholders and we will listen to their viewsWe will make every effort to operate in the best interest of all stakeholders

Examples of Values

Which values people will use to govern how

they work

We will be open with each other so that petty differences don’t go unresolvedWe will strive to keep our work funWe will challenge what does not make senseWe will be open and receptive to the views of subordinates and superiorsWe will be willing to try everything that makes sense

How the values will relate to

organizational success

We will constantly strive to enhance the efficiency and effectiveness of our organizationWe will nurture and develop our shared values for the benefit of the organization

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.

You can use a company’s mission, vision, & statement of purpose for your Cover Letters and Resume!

Example: If a company’s mission is to:

"To provide high quality products that combine performance with value pricing, while establishing a successful relationship with our customers and our suppliers.”

You should state your past experience with customers & your successful relationship with them from previous jobs/internships.

GREAT WEBSITES!!!

http://www.quickmba.com/strategy/vision/

http://www.timethoughts.com/goalsetting/SampleMissionVisionStatements.htm

Examples

Examples: Mission and Vision Statements

Empower people

through great software

anytime, anyplace, and

on any device.

Microsoft Corporation


Our vision: Getting to a billion connected computers

worldwide, millions of servers, and trillions of dollars

of e-commerce. Intel’s core mission is being the

building block supplier to the Internet economy and

spurring efforts to make the Internet more useful.

Being connected is now at the center of people’s

computing experience. We are helping to expand the

capabilities of the PC platform and the Internet.

Intel


Otis Elevator

Our mission is to provide any customer a means of moving people and things up, down, and sideways over short distances with higher

reliability than any similar enterprise in the world.

Our business is renting cars. Our mission is total customer satisfaction.

Avis Rent-a-Car


Our mission: To give our customers the best food and beverage values that they can find

anywhere and to provide them with the information required for informed buying

decisions. We provide these with a dedication to the highest quality of customer satisfaction

delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit.

(a unique grocery store chain)


The mission of the American Red Cross

is to improve the quality of human life; to

enhance self-reliance and concern for

others; and to help people avoid,

prepare for, and cope with emergencies.

American Red Cross


Our mission is to connect more people and

organizations to information in more innovative,

simple, and reliable ways than any other

networking company in the world. Our vision of

pervasive networking is of a world where

connections are simpler, more powerful, more

affordable, more global, and more available to all.

3Com


The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission.

We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm,

relaxed yet refined ambiance.

The Ritz-Carlton experiences enlivens the senses, instills well-being, and fulfills even the unexpressed

wishes and needs of our guests.

Ritz-Carlton Hotels


To be America’s best quick service restaurant chain. We will provide each guest great tasting, healthful,

reasonably priced fish, seafood, and chicken in a fast, friendly manner on every visit.

The mission is to extend and enhance human life by providing the highest quality health and personal care

products. We intend to be the preeminent global diversified health and personal care company.

Wit Capital(an Internet startup company)

Our mission is to be the premier Internet investment banking firm focused on the offering

and selling of securities to a community of online individual investors.

We are in the picture business.

Eastman Kodak


More examples

Cardinal Health is a leading provider of services supporting health care worldwide.

The company offers a broad array of services for health-care providers and manufacturers to help them improve the efficiency and quality of health care.

These services include pharmaceutical distribution, health-care product manufacturing and distribution, drug delivery systems development, . . . , retail pharmacy franchising, and health-care information systems development.

Business Mission: Cardinal Health

JDS Uniphase is the leading provider of advanced fiber optic components and modules.

These products are sold to the world’s leading telecommunications and cable television system providers . . .

Our products perform both optical-only functions and optoelectronic functions within fiber option networks.

Our products include semiconductor lasers, . . . , and isolators for fiber optic applications.

In addition, we design, manufacture, and market laser subsystems for a broad range of OEM applications, which include . . .

Business Mission:

Russell Corporation is a vertically integrated international designer, manufacturer, and marketer of athletic uniforms, . . . , and a comprehensive line of lightweight, yarn-dyed woven fabrics.

The Company’s manufacturing operations include the entire process of converting raw fibers into finished apparel and fabrics.

Products are marketed to sporting goods dealers, department and specialty stores, mass merchandisers, . . . , and other apparel manufacturers.

Business Mission: Russell Corp.

Business Mission: The McGraw Hill Companies(a diversified firm) The McGraw-Hill Companies is a global publishing,

financial, information and media services company with such renowned brands as Standard & Poor’s, Business Week, and McGraw-Hill educational and professional materials.

The Company provides information via various media platforms: books, magazines and newsletters; on-line; via television, satellite and FM sideband broadcast; and software, videotape, facsimile and CD-ROM products.

The Company now creates more than 90 % of its information on digital platforms and its business units are represented on more than 75 Web sites.

Business Mission: FDX Corporation(a diversified firm)

FDX is composed of a powerful family of companies: FedEx, RPS, Viking Freight, FDX Global Logistics and Roberts Express.

These companies offer logistics and distribution solutions on a regional, national and global scale: fast, reliable, time-definite express delivery; . . . expedited same-day delivery; . . . ; and integrated information and logistics solutions

With all this expertise under one umbrella, the FDX companies can provide businesses with the competitive advantage they need by providing streamlined solutions that are on the cutting edge of technology.

Example: Mission Statement

Pfizer is a research-based, global pharmaceutical company.

We discover and develop innovative, value-added products that improve the quality of life of people

around the world and help them enjoy longer, healthier, and more productive lives.

The company has three business segments: health care, animal health and consumer health care. Our products are available in more than 150 countries.

Pfizer Inc.


Apple Computer, Inc., ignited the personal computer revolution in the 1970s with the Apple II, and

reinvented the personal computer in the 1980s with the Macintosh.

Apple is now committed to its original mission--to bring the best personal computing products and

support to students, educators, designers, scientists, engineers, business persons and consumers in over

140 countries around the world.

Apple Computer


The Gillette Company is a globally focused consumer products company that seeks competitive advantage in

quality, value-added personal care and personal use products. We compete in four large, worldwide businesses:

personal grooming products, consumer portable power products, stationery products and small electrical

appliances.

As a company, we share skills and resources among business units to optimize performance. We are committed

to a plan of sustained sales and profit growth that recognizes and balances both short- and long-term

objectives.

The Gillette Company


Our mission is to achieve or enhance clear leadership, worldwide, in the existing or new core consumer product categories in which we

choose to compete. Current core categories are: Male grooming products - blades and razors, electric shavers,

shaving preparations and deodorants . . . Female grooming products - wet shaving products, hair removal

and hair care appliances and deodorants . . . Alkaline and specialty batteries and cells. Writing instruments and correction products. Certain areas of the oral care market - toothbrushes . . . Selected areas of the high-quality small household appliance

business - coffeemakers . . .

The Gillette Company

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