Company Having Clear Directions And Goals Commerce Essay

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What do a company need is to make sure that the company has a clear direction and goal(s), it means that main stakeholders of the company shore up that direction and goal(s), and that the company's physical structure, resources and abilities are allied to make possible stirring in that direction and maximize the company's opportunity to accomplish those goals.If a company believe that it need a mission and/or vision statement, then company in all probability do. However, just having a mission and/or vision statement,does not ensure seccess.

Mission and vision statements are management tools that have the potential to help the company to improve it's probability of success, if used properly. However, it is essential to keep in mind that mission and vision statements are only two of the many tools available to the company in the progress of it's strategy.

In the following lines I am going to discuss the importance of having a Mission and Vission statement for a company and how these statements are adopted by the staff and implemented by different plans and aproaches.

What is a Mission Statement? 

A mission statement is a brief description of the fundamental purpose of a company or organization. The mission statement should guide the actions of the organization, describe its overall goal, destine a sense of direction, and illustrate decision-making. It designates "the chassis or context within which the company's monetarisms are formulated.

A mission statement answers the question, "Why do we exist?"(By Susan Ward)

The mission statement clearly mentions the purpose of the organization both for those in the organization and for the public. A clear mission statement empowers people to set the correct priorities and make the correct decisions.

A true mission is a clear and convincing ambition that focuses people's hard work.  It is corporeal, explicit, crusty, unambiguous and appealing.  It reaches out and grabs people in the raze. 

In summary, a mission is

"What we are here to do"

A clear and compelling goal that serves to unify an organization's efforts

Crisp, clear, engaging, verging on unreasonable.

Mission Statement Examples:

The following represent a list of mission statements for a number of well known companies.

Low cost airline easyjet's mission statement is:

"To provide our customers with safe, good value, point-to-point air services. To effect and to offer a consistent and reliable product and fares appealing to leisure and business markets on a range of European routes. To achieve this we will develop our people and establish lasting relationships with our suppliers."

Google's mission is:

'To organize the world's information and make it universally accessible and useful'.

eBay's mission statement is to:

"Provide a global trading platform where practically anyone can trade practically anything."

Amazon's mission statement is:

"To build a place where people can come to find and discover anything they might want to buy online."

What is a Vision Statement? 

A vision statement represents an image of your business in the future but it is so much further than so as to. It states the goal of the business. A "future" vision; it provides figure and route to overhaul maturity by watercolour an ideal image, stating what the service aspires to become, and extending the organization's potential and reflection of itself. An optimistic statement; it sets in motion in the direction of future aims and successes, defining what will be pursued not how it will be attained. Your vision statement is your stimulation, the skeleton for all your strategic planning.

A vision statement may apply to an intact business or to a single dissection of that business. Whether for all or part of a business, the vision statement answers the question, "Where do we want to go?"

Warren Bennis describes a vision as something you'll never forget.

What you are doing when creating a vision statement is articulating your dreams and hopes for your business. It reflects you of what you are trying to fabricate.

While a vision statement doesn't tell you how you're going to reach your destination, it does set the track for your business forecast. That's why it's essential when you are going to craft a vision statement to give permission your mind's eye go and have the courage to daydream - and why it's important that a vision statement detains your zeal.


Microsoft's vision statement Ñ-Ñ•:

"A personal computer in every home running Microsoft's software."

This straightforward however very dominant expression can be used all the way through the organization (hallways, internal web pages, plaques, etc.) to ring a bell one and all of the vision.

IBM's vision statement Ñ-Ñ•:

"Wе strive tο lead Ñ-n tһе invention, development аnԁ manufacture οf tһе industry's mοѕt advanced information technologies, including computer systems, software, storage systems аnԁ microelectronics. Wе translate tһеѕе advanced technologies Ñ-ntο value fοr οur customers through οur professional solutions, services аnԁ consulting businesses worldwide".


Values Reflect Highest Thought:

Individual values for an individual, industry values for the company, and community values of the society are an indication of the main principal of mind and thinking, and may even be portion of the spiritual realm. Values discharge remarkable potential for success, triumph, and pleasure.

Values of a Company/Organization

The only most significant force in the company for growth, achievement, sensation, and pleasure is its business values.

A value is a belief, a task, or a philosophy that is really having an important effect to the company. An example of a business value is: "Customer Satisfaction." Another example of a value is "Being Ethical and Truthful." Every corporation has one or more values, whether they are consciously wide awake of it or not. Another approach of saying it is that a value is a declaration of the company's aim and dedication to attain a high altitude of recital on a particular qualitative cause.

Power of Values

The inmost composure for a person, business, or society are its values. When values are put into practice or are only just developed, then external state of affairs can fluctuate ten times quicker (and in good health) than simply trying to change things on the shell.

Benefit of Values

An organization think about lesser costs, further access to money, improved commodities, advance technology, etc. the key to progression, prosperity, and achievement in business. Though these should not be undervalued, business values -- like customer pleasure, bottomless unease for the welfare of employees, utmost deployment of resources, modernism, drumming into the rising prospect of culture, etc. ..... have 100 times as much influence to generate such end results.

Benefit of a mission or vision statement:

A well-built corporation that has a unambiguous vision and mission typically has a brawny organization culture. This means they have muscular headship, the employee's significance their assorted positions, and they effort as a unified team to do better than their contestants. As Don Midgett said:

"A family-owned inn had operated for three generations without turning a profit.  The business covered basic expenses, but extra money was always scarce.  Within one year of creating a mission and vision statement, the inn reaped a profit of more than half a million dollars."

"The public works organization for a city benefited from the use of mission and vision statements and applying them.  "It helped me to get a real team sense and feel for our Department" says a Public Works Director of his mission and vision journey.  "I also had more credibility with the team.  I was able to make it work so that it benefited the employees, so they felt good about their position.  It helped give me more credibility with the people I worked with and more cooperation from them - a great win-win situation."

"A director for a non-profit organization describes how this approach helped him sort out the questions to answer.  He says "To see within me the themes repeating themselves caused me to really focus on what I am about.  I found that "catchy" words lost the heart of it.  Because of the process I soon formed the language and passion of the true meaning of what was deep within me."  As the organization continued to align their Mission and Vision Statements with strategic activities and actions, they got results.  They increased in size by 50% and many more satellite organizations resulted, all sharing a common mission and continuing to use the process to refine and reflect their shared vision for the future."

In addition to their importance in strategic planning, effective Mission and Vision Statements have other visible benefits.  These statements:

Help with decision making

Articulate a reason for being

Create organizational unity

Help link diverse organizational units

Provide focus and direction

Motivate organizational members toward a more desirable future

( Don Midgett)

Difference between Mission and Vision Statements:

Mission Statement be full of significant information about a company in a nutshell.The mission statement clearly mentions the purpose of the organization both for those in the organization and for the public. This type of Statement focuses on today.

Unlike the mission statement, Vision Statements hold detail information of the future of a company. A vision statement is for you and the other members of your company, not for your customers or clients. This type of Statement focuses on tomorrow.While a vision statement doesn't tell you how you're going to reach your destination, it does set the track for your business forecast.

Formation of a Mission Statement

To generate your mission statement, first classify your organization's "endearing thought". This is the idea or loom that will make your organization be prominent from its competitors, and is the basis that consumer will get nearer to you and not your competitors.

Next identify the key methods of your achievement. Make sure you select the vital methods.

Combine your endearing thought and success methods into a physical and assessable objective.

Purify the words until you have a to the point and clear-cut statement of your mission, which states your thoughts, measures and required outcome.  

Example: As Anna McGowan and Jan Sykes give the example of a produce store whose winning idea is "farm freshness". The owner identifies two keys measures of her success: freshness and customer satisfaction. She creates her mission statement - which is the action goal that combines the winning idea and measures of success.

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."

Formation of a Vision Statement

Once you've shaped your mission statement, advance to generate your vision statement:

First make out the organization's mission. Then expose the genuine, human worth in that mission.

Next, identify what organization, customers of the organization and other stakeholders will value for the most part about how organization will attain this mission.Rrefine these into the morals that organization has or should have.

Merge mission and morals, and buff up the language until organization have a vision statement inspirational to boost and prompt people inside and outside the organization.

Using the example mission statement developed for Farm Fresh Produce, the owner examines what she, her customers and her employees value about her mission.

The four most important things she identifies are: freshness, healthiness, tastiness and "local-ness" of the produce. (Anna McGowan and Jan Sykes)

Models and Approaches

There are different perspectives, models and approaches used in tactical preparation. The way that a strategic plan is to make way depends on the natural history of the leadership of organization, traditions of the organization, complication of the organization's circumstances, size of the organization, skills of schemers, etc.

" For example, there are a multiplicity of strategic planning models, includin goals-based, issues-based, organic, scenario (some would assert that scenario planning is more a technique than model), etc.

Goals-based planning is probably the most common and starts with focus on the organization's mission (and vision and/or values), goals to work toward the mission, strategies to achieve the goals, and action planning (who will do what and by when).

Issues-based strategic planning often starts by examining issues facing the organization, strategies to address those issues, and action plans.

Organic strategic planning might start by articulating the organization's vision and values and then action plans to achieve the vision while adhering to those values.

Some planners prefer a particular approach to planning, e.g, appreciative inquiry. Some plans are scoped to one year, many to three years, and some to five to ten years into the future. Some plans include only top-level information and no action plans. Some plans are five to eight pages long, while others can be considerably longer." (Carter McNamara MBA, PhD)

"The oftentime hesitation by an organization's leadership is understandable.  By their very nature, Mission and Vision Statements will bring about change and change is typically accompanied by additional costs and risks.  However, rather than fear it, management must embrace the concept.  Some management tools fail to affect any change; but here is one that will do so if properly implemented.  Therefore the focus should be on ensuring that an organization's mission(s) and vision(s) are properly aligned and used so that their benefits can be realized.  Be a vision driven business or organization rather than the typical problem driven business." (Don Midgett)

Visionary organizations are more than a match because they put goals that colligate directly to their mission and vision statements. They communicate their vision and mission statements and goals to the employees and also to the customers.They bring forth with strategic and periodic (daily/weekly/monthly) actions to reach their goals and after all their vision. It is because of this that an organization can check-rein its volume rather than allow outside factors find out a business direction.An oscillating review by the management of organization of your strategic planning actions will tell you that either you have chosen the right direction for your business. Additionally management can also make sure that the activities chosen by the management for the strategic planning implementation are all substantiative of mission and vision statements of the business.


Even though we have come across these definitions are looking simple and sensible, there are two points we have to keep in mind when talking about mission and vision statements throughout the process of strategic planning:

The definition once defined is not the final that a company must accept it.

Determination of a company on the definition it use is more significant than the definition itself.