STRATEGIC MANAGEMENT MODEL

Perform
external
audit

Develop
vision and
mission
statement

Establish
long-term
objectives

Generate
evaluate
and select
strategies

Implement
strategies
manageme
nt issues

Implement
strategies
marketing,
finance,
accounting,
R & D, MIS

Measure and
evaluate
performance

Perform
internal
audit
Strategy formulation

Strategy implementation

Strategy evaluation

Fred R. David

The Strategic Management

Process

Ireland. Hoskisson. Hitt.

The Business
Vision

THE BUSINESS VISION

Vision is a picture of what the firm wants
to be and, in broad terms, what it wants to
ultimately achieve.
(Hitt, Ireland, Hoskisson)
A vision statement articulates the ideal
description of an organization and gives shape
to its intended future. In other words, a vision
statement points the firm in the direction of
where it would like to be in the years to come.

THE BUSINESS VISION

Vision is the art of seeing things
invisible.
(Jonathan Swift)

A vision describe aspirations for the

future, without specifying the means
necessary to achieve those desired
ends.
(Tregoe, 1990)

THE BUSINESS VISION

A vision is a form of nonspecific
guidance normally provided to an
organization by its CEO.
It describes where the company is
going, in the most general, conceptual
term, but it must also provide
emotional direction.
(Tichy and De Vanna)

THE BUSINESS VISION

Vision must be inspiring to be
effective: they also must be clear and
challenging.
Most visions of business leaders and
business organizations are aimed to
develop the ability to compete in the
marketplace. The vision lead to the
statement of mission.
(Peters)

THE BUSINESS VISION

A vision statement should answer the
basic question,

What do we want to become?.

A clear vision provides the foundation
for developing a comprehensive
mission statement.
(Fred R. David)

Vision

What do we want to
become?

Copyright 2007 Prentice Hall

Ch 2 -9

THE BUSINESS VISION

Visions must be communicated,
often, to very large numbers of
people.
Communication a vision takes place
in two ways:
1. Through mission statement
2. Through persuasive leadership

Vision

Clear Business
Vision
Comprehensive
Mission Statement

Copyright 2007 Prentice Hall

Ch 2 -11

THE BUSINESS VISION

Visi perusahaan dapat memfokuskan,
mengarahkan,memotivasi,
mempersatukan, dan bahkan
merangsang bisnis untuk mencapai
kinerja yang unggul. Tugas penyusun
strategi adalah mengidentifikasi dan
memproyeksikan sebuah visi yang jelas.
(John Keane)

CONTOH VISI
Tyson Food: Menjadi pilihan pertama di
dunia untuk solusi protein disamping
memaksimalkan nilai pemegang saham.(bagus)

General Motor: Menjadi pemimpin dunia

dalam produk transportasi dan jasa yang
terkait dengannya. (bagus)
Dell: Menciptakan suatu budaya
perusahaan di mana kelestarian
lingkungan menjadi hakikat ke dua.

(tidak jelas)

CONTOH VISI
Universitas Airlangga: Menjadi universitas
yang mandiri, inovatif, terkemuka di
tingkat nasional dan internasional,
pelopor pengembanganh ilmu
pengetahuan, teknologi, dan humaniora
berdasarka moral agama.
Fakultas Ekonomi dan Bisnis Unair:
Menjadi fakultas ekonomi dan bisnis
berkelas dunia, inovatif dan mandiri
berdasarkan moral agama.

The Business
Mission

THE BUSINESS MISSION

A business organizations mission

is viewed as the broadly stated
definition of basic business scope
and operations that distinguishes
it from other organizations of a
similar type.
( Pearce II )

THE BUSINESS MISSION

Drucker says that asking the

question,
What is our business ?
is synonymous with asking the
question,
What is our mission?.

Mission Statements

What is our
business?
Copyright 2007 Prentice Hall

Ch 2 -18

THE BUSINESS MISSION

The mission statement is the

declaration of an organizations
reason for being.
The company mission is a broadly
framed but enduring statement of
a firms intent.

THE BUSINESS MISSION

A mission specifies the business or businesses
in which the firm intends to compete and the
customers it intends to serve.
The firms mission is more concrete than its
vision.
A mission should establish a firms individuality
and should be inspiring and relevant to all
stakeholders.
(Hitt, Ireland, Hoskisson)

THE BUSINESS MISSION

A clear mission statement is

essential for effectively
establishing objectives and
formulating strategies.
An organization can define its
mission in term of its products or
services, the market or customers.

FORMULATING A MISSION
Involve as many managers as possible in
the process of developing a mission
statement, because through involvement,
people become committed to an
organization.
During the process of developing a mission
statement, some organization use
discussion groups of managers to develop
and modify the mission statement.

FORMULATING A MISSION
The process of defining the company
mission for a specific business can
perhaps be best understood by thinking
about the business at its inception.
As the business grows or is forced by
competitive pressures to alter its productmarket-technology, redefining the company
mission my be necessary.
(Pearce II & Robinson)

IMPORTANCE OF VISION AND MISSION

STATEMENT
William R. King and David L. Cleland:
1. To ensure unanimity of purpose within the
organization
2. To provide a basis or standard for allocating
organizations resources
3. To establish a general tone or organizational climate.
4. To serve as a vocal point for individuals to identify
with the organization purpose and direction, and to
deter those who cannot participating further in the
organizations activities

IMPORTANCE OF VISION AND MISSION

STATEMENT
William R. King and David L. Cleland:
5. To facilitate the translation of objectives into a
work structure involving the assignment of
tasks to responsible elements within the
organization.
6. To specify organizational purpose and then to
translate these purposes into objectives in
such a way that cost, time, and performance
parameters can be assessed and controlled.

COMPONENT OF A MISSION STATEMENT

Customer
Products or services
Geographically
Technology
Concern for survival
Philosophy
Self-concept
Concern for public image
Concern for employees

Pernyataan misi yang baik

menunjukkan adanya perhatian
relatif bahwa suatu organisasi akan
mengerahkan usahanya untuk
memenuhi tuntutan sebagai
pemangku kepentingan.
Pernyataan misi yang jelas menjadi
dasar bagi penciptaan dan
pemilahan opsi strategis.

Setiap organisasi memiliki maksud

dan tujuan yang unik. Keunikan
tersebut harus tercermin dalam Visi
dan Misi.
Pernyataan visi dan misi yang
dirancang dengan baik, sangat
penting untuk merumuskan,
menerapkan, dan mengevaluasi
strategi.

Organization
Philosophy and
Policy

ORGANIZATION PHILOSOPHY
An organization philosophy represents
the values, believes, commitments,
and aspirations of the company.
The philosophy serves as a guide for
the behavior of its employees as well
as how the organization conduct its
business. It reflects the culture of the
enterprise.

ORGANIZATION PHILOSOPHY
An organization philosophy set fort
the values and beliefs of the
organization that guide the
behavior of its members in all
aspects of business activities.

ORGANIZATION POLICY
The term policy refers to specific
guidelines, methods, procedures,
rules, forms, and administrative
practices that are established to
support and encourage work
toward stated goals.

ORGANIZATION POLICY
Policy can be viewed as
instruments for strategy
implementation
Policies set boundaries,
constraints, and limitation that can
be taken to reward and sanction
behavior.

ORGANIZATION POLICY

Policies clarify what can and

can not be done in pursuit of
an organizations goal and
objective.