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Chapter 2

The Business Vision & Mission

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What do we want to become?

Vision

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Comprehensive

Mission Statement

Vision

Clear Business

Vision

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Shared Vision --

Creates commonality of interests Reduce daily monotony

Provides opportunity & challenge

Vision & Mission

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A national organization which represents its

members in all aspects of poultry and eggson both a national and international level.

Vision Statement Examples

-- U.S. Poultry & Egg Association

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The Vision of USGS is to be a world leader in

the natural sciences through our scientificexcellence and responsiveness to societysneeds.

Vision Statement Examples

-- U.S. Geological Survey (USGS)

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What is our business?

Mission Statement

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Mission Statements

Enduring statement of purpose

Distinguishes one firm from another

Declares the firms reason for being

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Mission Statements

Creed statement

Statement of purpose

Statement of philosophy

Statement of business principles

Also referred to as:

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Reveal what an organization wants to be

and whom it wants to serve

Mission Statements

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Essential for effectively establishing

objectives and formulating strategies.

Mission Statements

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Vision & Mission

Shared vision creates a community of

interests

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Developing Vision & Mission

Clear mission is needed before alternative

strategies can be formulated andimplemented

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Developing Vision & Mission

Participation from diverse managers is

important in developing the mission.

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It is the California Energy Commissionsmission to assess, advocate, and act tothrough public/private partnerships to improveenergy systems that promote a strongeconomy and healthy environment

Mission Statement Examples

-- California Energy Commission

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The Bellevue Hospital, with respect,compassion, integrity, and courage, honors the

individuality and confidentiality of our patients,employees, and community, and is progressivein anticipating and providing future health careservices.

Mission Statement Examples

-- The Bellevue Hospital

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Importance of Mission

Mission

Resource Allocation

Unanimity of Purpose

Organizational Climate

Focal point for work

structure

Benefits from a strong mission

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Define what the organization is

Define what it aspires to be

Limited to exclude some ventures

Mission & Customer

Orientation Vern McGinnis

Broad enough to allow for growth

Distinguishes firm from all others

Stated clearly understood by all

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Affects development of vision & mission

Responsibilities to

Consumers

Environmentalists

Minorities

Communities

Social Policy & MissionManagerial philosophy shapes social policy --

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Mission Statements

1. Alexander & Baldwin

2. Johnson & Johnson

3. American Express

4. Altria Group

5. United Parcel Service

2003 Rated Best in Social Responsibility

(Wall Street Journal)

6. BP America

7. Procter & Gamble

8. Administaff

9. Medtronic

10.Merck

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2x average return on shareholders equity Positive relationship to company performance

30% high return on certain financial measures

Vision & MissionResearch results are mixed, however,

firms with formal mission statements --

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Mission

Elements

CustomersMarkets

Employees

PublicImage Self-Concept

(USP)Philosophy

Survival

Growth

Profit

Products

Services

Technology