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Aspirational description of what an organization would like to achieve or accomplish
in mid-term or long term future. It is intended to serve as a clear guide for
choosing current and future courses of action.

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Written declaration of a firm¶s core purpose and focus which normally remain
unchanged, whereas business strategies and practices may frequently be altered to
adopt to the changing circumstance.

As per requirement of question, the organization selected from broadcasting sector

is named as:

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Noor TV (sky channel 819) is a UK based satellite Television channel that is

broadcasting throughout Europe, Africa, Middle East and many parts of Asia via
Euro Bird and Eutelsat satellites. It primarily targets the Muslim youth in around the
world.

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³Noor TV¶s vision is to promote our glorious religion in a very positive and
constructive manner and become a globally recognized channel with a very large
viewership.´

The vision of the channel is to present a balanced, moderate and true face of Islam
to both Muslims and non-Muslims communities across the globe in order to remove
the growing negative stereotypes, held by people in the west towards Islam.

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³Noor TV mission is to provide quality programmes which cover all areas and has an
Islamic impact that teaches all over the Muslims across the globe, the true love
preached by our Prophet (PBUH).´

Noor TV is focused on providing the viewers a quality line up of programmes, which

will provide education, life style, family entertainment, travel shows, historical
documentaries, Sufi wisdom, kids programmes, maghrib & Isha prayers from
Medina, community updates, legal talk and legacies of Islam.

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³To be the world¶s leading Islamic TV channel.´

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‰? Vision statement outlines what the company wants to be.

‰? It is the prediction of the future of the company.
‰? It is a source of inspiration.
‰? It provides us the clear decision making criteria.

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³We will broadcast true Islamic values for all or our worthy viewers to educate and
let them know about the teaching of Islam.´

Being the first channel in Europe to present high quality historical films and
documentaries that focuses on the roots of our Islamic heritage and how the
Islamic civilization prospered and grew in all the different Islamic countries around
the world. These historical documentaries will enable the younger generation to
understand the history of their forefathers so they can truly appreciate the gift of
being a Muslim.

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‰? It concentrates on present; it defines the customers, critical processes.

‰? It informs you about the desired level of performance.


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Step 1 in strategic planning is to ³Develop a vision and mission statement´. These
are enduring statements of purpose that distinguish one organization from other
similar enterprises. Sometimes called a creed statement or statement of purpose,
vision and mission statements are important to insure unanimity of purpose, arouse
positive feelings about the organization, and provide direction. Provide a basis for
objectives and strategies, serve as a focal point and resolve divergent views among
managers.

In every organization, there are divergent views regarding directions and

strategies. Discussing issues in developing a vision and mission statement can help
resolve divergent views and pare the way for consensus on more specific strategies
and objectives.

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A ³vision statement´ answers the question ³What do we want to become´.

Developing a vision statement is often considered the first step in strategic
planning, preceding even development of mission statement. It is especially
important for managers to agree upon the basic vision for which the organization
strives to achieve long term benefits. A clear vision provides the foundation for
development of a comprehensive mission statement.

The vision statement should be short, preferably one sentence. All managers should
have input into developing the statement.

Vision defines the organization¶s sense of future direction, its dream for an ideal
state, and why it should be doing what it is doing. The vision should be meaningful
enough to instigate and inspire action and achievement among employees. All
actions of the organization should be directed toward this vision. The vision
statement that an organization is planning to take into the future. Remember, the
vision statement is just that, a vision. It is one sentence statement about what the
company wants to become.

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The ³mission statement´ should define the organization in a concise and clear
manner. A lay reader, after viewing the statement, should have a vivid picture of
what is unique about the organization and should be inspired to support the
organization. Further, every program and activity in the organization should tie to
its mission.

A mission statement should be less than 200 words. The statement needs to be
longer than a phrase or sentence, but not a two page document. A mission
statement also should not be too specific. In a strategic plan, objectives and
strategies should be specific, but not the mission statement. Too much detail in a
mission statement can alienate managers and stifle creativity. A reader should want
to become a part of the organization after reading the mission statement. A mission
statement should be enduring though not cast in stone. The statement should
project a sense of worth, intent and shared expectations.

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1.? vombines strategic and cultural motivators to guide on organization.

2.? These models are particularly useful to ensure that companies have a clear
mission and it has employees with a strong sense of mission.
3.? Mission models emphasizes the need for a fit between strategy and values.
Additionally the Ash ridge model recognizes the importance of the link
between the organizational shared values and the private values of
employees and managers.
4.? Improves decision making. Raises energy levels. Reduces the needs for
supervision. Promotes constructive behavior. Increases satisfaction and
loyalty.
5.? Puts corporate purpose as the corner stone and starting point of mission.
6.? vommitted employees and terms perform more efficiently and more
effectively and than apathetic employees and teams do.
7.? People connect themselves more easily to values than to abstract strategic
concepts.

A mission must be clearly defined and managed. An intuitive understanding of

mission is not enough.

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