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Ch 2 -1
Chapter 2The Business Vision & Mission
Ch 2 -2
Chapter Outline
What do we want to become?
What is our business?
Importance of Vision and Mission Statements
Ch 2 -3
Chapter Outline (cont’d)
Characteristics of a mission statement
Components of a mission statement
Writing & evaluating mission statements
Ch 2 -4
Vision
Agreement on the basic vision for which the firm strives to achieve in the long run is critically important to the firm’s success.
Ch 2 -5
“What do we want to become?”
Vision
Ch 2 -6
ComprehensiveMission Statement
Vision
Clear Business Vision
A clear vision provides the foundation for developing a comprehensive mission statement. Many organizations have both a vision and mission statement, but the vision statement should be established first and foremost
Ch 2 -7
“What is our business?”
Mission Statement
Ch 2 -8
Mission statement
Mission statement outlines the broad directions that the organization will follow and briefly summarizes the reasoning and values that lie behind it
The purpose of the mission statement is to communicate to all stakeholders ( 利益相关者) and outside the organization what the company stands for and where it is headed
Ch 2 -9
Mission Statements
•Enduring statement of purpose
•Distinguishes one firm from another
•Declares the firm’s reason for being
•Mission Statements can be also called
•Creed statement
•Statement of purpose
•Statement of philosophy
•Statement of business principles
Ch 2 -10
Reveal what an organization wants to be and whom it wants to serve
Mission Statements
Ch 2 -11
Vision & Mission
Many organizations develop both vision & mission statements.
Ch 2 -12
Shared Vision --Creates commonality of interestsReduce daily monotonyProvides opportunity & challenge
Importance of Vision & Mission
Ch 2 -13
Profit & vision are necessary to effectively motivate a workforce
Importance of Vision & Mission
Ch 2 -14
Essential for effectively establishing objectives and formulating strategies
Importance of Vision & Mission
Clear mission is needed before alternative strategies can be formulated and implemented
Ch 2 -15
Benefits from a strong mission
MissionResource Allocation
Unanimity of Purpose
Organizational Climate
Focal point for work structure
Pay more attention on daily administrative concerns and tactics Overlook the development of vision & mission
Develop vision & mission because feeling fashionable, rather than out of any real commitment
Develop vision & mission only when the company is in trouble
Ch 2 -16
Pitfalls of developing vision & mission
Ch 2 -17
Define what the organization is Define what it aspires to be Limited to exclude some ventures
Writing A Mission statement a mission statement should – Vern McGinnis
Broad enough to allow for growth Distinguishes firm from all others Stated clearly – understood by all
Characteristics of a mission statementA declaration of attitudeA customer orientationA declaration of social policy
Ch 2 -18
Ch 2 -19
Customer Orientation
It is the customer who determines what a business is.
What the customer thinks he/she is buying ,what he/she considers value, is decisive—it determines what a business is
What the customer buys and considers value is never a product. It is always utility, meaning what a product or service does for him or her
Ch 2 -20
Anticipates customer needs Identifies customer needs Provides product/service to satisfy needs
Mission & Customer Orientation
An Effective Mission Statement --
Ch 2 -21
Social policy affects development of vision & mission
Responsibilities to – Consumers Environmentalists Minorities Communities
Social Policy & Mission
Managerial philosophy shapes social policy --
Ch 2 -22
Social Policy & Mission
Social policy should be integrated in all strategic-management activities.
Mission should convey the social responsibility of the firm
Ch 2 -23
Mission Elements
CustomersMarkets
Employees
PublicImage
Self-Concept Philosophy
SurvivalGrowthProfit
ProductsServices
Technology
Ch 2 -24
Developing Vision & Mission
Participation from diverse managers is important in developing the mission.
Ch 2 -25
Key Terms & Concepts
For Review (Chapter 2)
Concern for Employees Customers
Concern for Public Image Markets
Survival, Growth, & Profitability
Mission Statement Components
Creed Statement Managerial Philosophy
Ch 2 -26
Key Terms & Concepts
For Review (Chapter 2)
Self Concept Stakeholders
Social Policy Vision Statement