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STRATEGIC

MANAGEMENT
CHAPTER 2
THE BUSINESS VISION AND MISSION

FRIENDS
Amanisaudah Yahaya
Nur Arfarezza Ahmad
Nur Shazwa Amani Ozman
Norhaniza Ab Rahman
Natasha Musa
Nik Nurmailatul Aqma Mohd Termidzi
Nur Hazimah Bt Mahamad Pozi
Shairah Mat Tahir
Nur Anis Munirah Elias
2

CONTENTS

PAGES

1.0

LEARNING OUTCOMES

2.0

VISION STATEMENT

2.1
3.0

MISSION STATEMENT
3.1
3.2
3.3
3.4

4.0
5.0
6.0
7.0

EXAMPLES

7
10

EXAMPLES
12
MISSION VS VISION
15
CHARACTHERISTICS
16
COMPONENTS
17
3.4.1 EXAMPLE OF COMPONENTS

18

PROCESS OF DEVELOPING MISSION AND VISION


20
BENEFITS OF MISSION AND VISION
21
CASE STUDY
22
PAST YEAR QUESTIONS
28

Describe the nature and role of vision and mission


statements in strategic management.
Discuss why the process of developing a mission
statement is as important as the resulting document.
Identify the components of mission statements.
Discuss how clear vision and mission statements can
benefit other strategic-management activities.
Evaluate mission statements of different organizations.
Write good vision and mission statements.

1.0 LEARNING OUTCOMES


4

Should be established first and foremost.


Short
Preferably one sentence
As many managers as possible should have input into
developing the statement.

WHAT DO WE WANT
TO BECOME?

2.0 VISION STATEMENT


5

Vision

Clear Business
Vision

Comprehensive
Mission Statement
6

Tyson Foods vision is to be the


worlds first choice for protein
solutions while maximizing
shareholder value.

2.1 VISION STATEMENT


EXAMPLES
7

General Motors vision is to be the


world leader in transportation
products and related services.

Kerepeks company vision is to be


the largest kerepek company in the
world.

Simple example
9

Creed
statement

Statement of
beliefs

Statement of
philosophy

Statement of
purpose

Statement of
business
principles

3.0 MISSION STATEMENT


10

A declaration of an organizations reason for being.


Essential for effectively establishing objectives and
formulating strategies.
Reveals what an organization wants to be and whom it
wants to serve

WHAT IS OUR
BUSINESS?

MISSION STATEMENT
11

Proctor & Gamble will provide branded products


and services of superior quality and value that
improve the lives of the worlds consumers. As a
result, consumers will reward us with industry
leadership in sales, profit, and value creation,
allowing our people, our shareholders, and the
communities in which we live and work to
prosper.

3.1 Example of missions


12

At LOreal, we believe that lasting


business success is built upon ethical
standards which guide growth and on a
genuine sense of responsibility to our
employees, our consumers, our
environment and to the communities in
which we operate.

13

Kerepeks company mission is to


prepare the best, delicious,
nutritious and affordable kerepek.

Simple example
14

VISION STATEMENT

Kerepeks company
vision is to be the
largest kerepek
company in the world.

MISSION STATEMENT

Kerepeks company
mission is to prepare
the best, delicious,
nutritious and
affordable kerepek.

3.2 VISION VS MISSION


15

3.3 CHARACTERISTICS OF MISSION STATEMENT


16

Customers
Who are the firms
customers?

Products / services
What are the firms
major products or
services?

Markets
Geographically, where
does the firm compete?

Technology
Is the firm
technologically current?

Concern for survival,


growth, profitability
Is the firm committed to
growth and financial
soundness?

Philosophy
What are the basic
beliefs, values,
aspirations, ethical
priorities of the firm?

Self-concept
What is the firms
distinctive competence
or major competitive
advantage?

Concern for public


image
Is the firm responsive to
social, community,
environmental concerns?

Concern for employees


Are employees a
valuable asset of the
firm?

3.4 STATEMENT COMPONENTS


17

vision
Apple is commited to
bringing the best personal
computing experience to
students ,educators,creative
professionals and
consumers around the
world through its
innovative
hardware,software and
internet offerings.

mission
Apple is committed to protecting
the environment,health and safety
of our employees,customers and
the global communities where we
operate.We recognize that by
integrating sound environmental ,
health and safety management
practices into all aspects of our
business,we can offer
technologically innovative
products and services while
conserving and enhancing
recourses for future generations.

3.4.1 Example of component


18

Apple is commited to bringing the best personal computing


experience to students ,educators,creative professionals and
consumers.(CUSTOMERS)
around the world through its innovative hardware,software and
internet offerings. (TECHNOLOGY)
Apple is committed to protecting the environment,health and safety
of our employees,customers and the global communities.
(CONCERN FOR PUBLIC IMAGE)
recognize that by integrating sound environmental , health and
safety management practices into all aspects of our business.
(PHILOSOPHY)
offer technologically innovative products and services while
conserving and enhancing recourses for future generations.
( PRODUCTS AND SERVICES)

Example of component
19

Select few articles


about these statements

Distribute the draft


statements to all
managers

Request for
modifications, additions
and deletions

Facilitator merge
these statements into
single document

Ask all managers to read


these as background
information

Ask all managers to


prepare vision and
mission statements

Meeting to revise the


document

4.0 PROCESS OF DEVELOPING VISION AND MISSION


STATEMENTS
20

5.0 BENEFITS OF HAVING CLEAR VISION AND MISSION


21

6.0 CASE
STUDY

22

TYPE OF BRAND
1. Food and drinks

23

2. Home Care

24

3. Personal Care

25

Unilever products touch the lives of


people every day

VISION
26

Our mission is to add vitality to life. We


meet everyday needs for nutrition, hygiene
and personal care with brands that help
people look good, feel good and get more
out of life.

MISSION
27

7.0 PAST YEAR QUESTIONS

28

JUNE 2014
PART B - QUESTION 2
Compare and contrast vision and mission of
an organization in terms of its relevance and
importance for strategic management.

20 MARKS
29

MISSION STATEMENT
describe what an organization does
defines the purpose and objectives related to customer
needs and team values
VISION STATEMENT
outline of where an organization wants to be in the
future
communicates both purpose and values of the
business
30

VISION STATEMENT
Provide direction and
helps the company
prepare for the future
Define what you will and
will not do
Provide purpose and as
source of inspiration
Brings change and hope
for the future
Shapes the company's
strategy

MISSION STATEMENT
Provide a basis or
standard for allocating
resources
Inform company's
stockholders about its
plans and goals
Serve as an effective
public relations tool
To guide strategic or daily
decision making
To unify employees' effort
in pursuing company's
goal
31

DEC 2014
There are nine (9) component of an effective
mission statement. Discuss any five (5) component
of a mission statement. Give example of each
component
(15marks)

32

Answer:
Customer who are the firms customers?
Example: Johson & Johson Doctors, nurse, patients, mother and all
other who use that product.
Products or services what are the firms major product or service
Example: Sony Smartphone, laptop, camera television and pendrive.
Market geographically, where does the firm compete?
Example : hardrock cafe all over the world, such as Malaysia, Vietnam
and Singapore.
Technology is the form technologically current?
Example: Control Data business of applying micro-electronic and
computer technology in two general area : computer-related hardware and
computing enhancing services.
Less than 250 words in length
Example: University Teknology Mara (UiTM) To nurture and develop
scholarly and knowledge-seeking learning community that explore all
form and frontiers of knowledge through higher degrees. (20 words)

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