MISSIONS AND OBJECTIVES

MISSIONS AND OBJECTIVES

AT THE END OF THIS MODULE THE LEARNING
OUTCOMES ARE
- IMPORTANCE OF MISSION
- CONSIDERATIONS IN DEVELOPING MISSION
STATEMENT
- NATURE OF OBJECTIVES
 MISSIONS AND OBJECTIVES

SUGGESTED READINGS
1. STRATEGIC MARKETING MANAGEMENT BY
PEARSON & GILLIGAN (CHAPTER 6)
2. STRATEGIC PLANNING BY RAMASWAMI &
NAMKUMARI (CHAPTER 6)
 
 MISSIONS AND OBJECTIVES

MISSIONS AND OBJECTIVES

NEED
- SENSE OF DIRECTION
- BENCHMARK AGAINST WHICH
PERFORMANCE CAN BE MEASURED.
 MISSIONS AND OBJECTIVES
MISSION
- WHAT BUSINESS WE ARE IN
- WHAT BUSINESS WE SHOULD BE IN
- STARTING POINT FOR CORPORATE AND
MARKETING PLANNING.
- AN IDEAL STATEMENT
• WORTHWHILE
• REALISTIC
• SPECIFIES THE BUSINESS DOMAIN IN WHICH
COMPANY WILL OPERATE
• SHOULD MENTION
 MISSIONS AND OBJECTIVES

MISSION (Contd.,)

- CUSTOMER GROUPS SERVED

- CUSTOMER NEEDS THAT WILL BE MET
- TECHNOLOGY THAT WILL SATISFY THESE NEEDS.
 MISSIONS AND OBJECTIVES
INFLUENCES ON MISSION STATEMENT
1. INTERNAL STAKEHOLDERS
• SHAREHOLDERS
• EMPLOYEES
2. EXTERNAL STAKEHOLDERS
• GOVERNMENT.
• FINANCIAL COMMUNITY
• SOCIETY
3. MARKETPLACE STAKEHOLDERS
• CUSTOMERS
• COMPETITORS
• SUPPLIERS
• CREDITORS
 MISSIONS AND OBJECTIVES

CONSIDERATIONS ON MISSION STATEMENT

- FOCUS ON DISTINCTIVE VALUES
- MENTION INDUSTRY SCOPE
• ONE INDUSTRY
• SEVERAL INDUSTRIES
- GEOGRAPHICAL SCOPE
- MARKET SEGMENT SCOPE.
MISSIONS AND OBJECTIVES

MISSION STATEMENT IS DESTINED TO

PROVIDE A SENSE OF VISION AND DIRECTION
FOR THE ORGANIZATION OVER THE NEXT 10
TO 20 YRS.
 MISSIONS AND OBJECTIVES

THE NOKIA MISSION

WE SATISFY THE CUSTOMER'S UNMATCHED BY
OUR COMPETITORS, USING
- INNOVATIVE TECHNOLOGY
- THE NOKIA - WAY OF DOING BUSINESS TO
BRING VALUE TO SHAREHOLDERS,
EMPLOYEES AND SOCIETY
 MISSIONS AND OBJECTIVES

ONGC
TO STIMULATE, CONTINUE AND ACCELERATE
EFFORTS TO DEVELOP AND MAXIMISE THE
CONTRIBUTION OF THE ENERGY SECTOR TO
THE ECONOMY OF THE COUNTRY.
 
BANK OF MADURA
A VIBRANT BANK COMMITED TO
EXCELLENCE IN PERFORMANCE THROUGH
CUSTOMER SATISFACTION.
 MISSIONS AND OBJECTIVES

MISSION OF MODI TELSTRA

IS TO ACHIEVE A LEVEL OF EXCELLANCE IN
THE PROVISION OF MOBILE COMMUNICATION
SERVICES THAT IS BOTH WORLD CLASS AND
THE BENCHMARK IN INDIA.
 MISSIONS AND OBJECTIVES
MISSION OF MARKS AND SPENCER
- TO OFFER OUR CUSTOMERS A SELECTIVE RANGE OF
HIGH QUALITY WELL-DESIGNED AND ATTRACTIVE
MERCHANDISE AT REASONABLE PRICES.
- TO ENCOURAGE OUR SUPPLIERS TO USE THE MOST
MODERN AND EFFICIENT TECHNIQUES OF
PRODUCTION AND QUALITY CONTROL DICTATED BY
THE LATEST DISCOVERIES IN SCIENCE AND
TECHNOLOGY
- WITH THE CO-OPERATION OF OUR SUPPLIERS, TO
ENSURE THE HIGHEST STANDARDS OF QUALITY
CONTROL.
- TO FOSTER GOOD HUMAN RELATIONS WITH
CUSTOMERS, SUPPLIERS AND STAFF.
 MISSIONS AND OBJECTIVES

OBJECTIVES
- SENSE OF DIRECTION
- BENCHMARK FOR PERFORMANCE
- SPECIFIC
- ENDEAVOUR TO QUANTIFY
 MISSIONS AND OBJECTIVES
MARKETING OBJECTIVES
MODI TELSTRA (FOR 96-97)

A. SALES AND MARKET SHARE

- ACHIEVE NET SALES OF 20000 SUBCRIBERS
FOR THE YEAR AND A MARKET SHARE OF
60%

B. AVERAGE TARIFF RECOVERY RATE

- ENSURE THAT THE MINIMUM AVERAGE
TARIFF RECOVERY REMAINS RS 9.50 PER
MINUTE (AIRTIME)
 MISSIONS AND OBJECTIVES
MARKETING OBJECTIVES(Contd.,)
MODI TELSTRA (FOR 96-97)
C. PRODUCT MANAGEMENT
- DEVELOP A SUITE OF PRODUCTS & SERVICES
THAT ENSURES REVENUE PER
SUBSCRIBER OF RS 1000/- PER MONTH
D. BRAND MANAGEMENT
- ENSURE A MINIMUM 70% BRAND AWARENESS
E. COST MANAGEMENT
- ACHIEVE THE ABOVE RESULTS WITHIN (+/-
5%) OF THE BUDGET ALLOCATED.
 MISSIONS AND OBJECTIVES
MODI TELSTRA
SALES AND DISTRIBUTION
OBJECTIVES
1. NEW CONNECTIONS
CONNECT 20000(NET) NEW CUSTOMERS
2. MARKET SHARE
MINIMUM 60%
3. CHURN
ENSURE CHURN FIGURE IS BELOW 5% OF 20000
4. CHANNEL QUALITY
HIGHEST QUALITY IN CALCUTTA
 MISSIONS AND OBJECTIVES

STRATEGIES

1. INCREASE DIRECT AND INDIRECT CHANNEL

STRENGTH
2. MAINTAIN INDIRECT CHANNEL
REMUNERATION AND SALESFORCE
INCENTIVES.
3. ENHANCE DIRECT CHANNEL
- NOMINATED ACCOUNTS STRATEGY
- RETAIL PRESENCE
 MISSIONS AND OBJECTIVES

STRATEGIES(Contd.,)

4. IMPROVE TRAINING AND DEVELOPMENT FOR

SALESFORCE
5. MAINTAIN PRESENCE IN HANDSET MARKET
6. BUDGET MANAGEMENT
 MISSIONS AND OBJECTIVES
NETWORK OPERATIONS
OBJECTIVES
1.NETWORK ROLLOUT
IMPLEMENT STAGE 2 OF THE ROLLOUT
2.BENCHMARK NETWORK
ENSURE A WORLDCLASS NETWORK
3.SITESHARING
TO REDUCE CAPITAL INVESTMENT, EXPLORE THE
POSSIBILITY OF SITE SHARING WITH
COMPETITOR UTML
4. PROCEDURE AND SUBMIT GOVT. RETURNS OUR
PER PRE – DEFINED SCHEDULE.
 MISSIONS AND OBJECTIVES

STRATEGIES - NETWORK OPERATIONS

1. ENSURE GOOD RELATIONS WITH INTERNAL
AND EXTERNAL CUSTOMERS.
2. ENSURE SUPERIOR NETWORK IN TERMS OF
DEPTH AND AREA OF COVERAGE.
3. MINIMISE COST WITHOUT SACRIFICING
QUALITY.
 MISSIONS AND OBJECTIVES

CUSTOMER CARE
OBJECTIVES
1. CUSTOMER SATISFACTION LEVEL
- ENSURE A MINIMUM EATING OF 4 OUT OF 5
FOR EACH OF THE QUARTERLY SURVEYS
UNDERTAKEN THROUGHTOUT THE YEAR .
2. BILLING AND COLLECTIONS
- PROVIDE TIMELY AND ACCURATE BILLS
AND REDUCE BAD DEBTS TO LESS THAN 1 %
OF THE TOTAL BILLINGS.
 MISSIONS AND OBJECTIVES

CUSTOMER CARE (Contd.,)

OBJECTIVES
3. PRODUCTIVITY
- PARTICIPATE IN PRODUCTIVILY BENCH-
MARKETING WITH AT LEAST THREE METRO
OPERATORS,AND ENSURE FIRST RANKING.
4. STAFF DEVELOPMENT / RETENTION
- ENSURE EMPLOYEE TURNOVER IS LESS
THAN 15% FOR THE YEAR.
 MISSIONS AND OBJECTIVES
STRATEGIES
 
1. ENHANCE BILLING SYSTEM TO MEET
MARKETING / CUSTOMER / BUSINESS NEEDS
2. ENSURE STAFFING LEVELS AND SKILLS GROW
TO MEET CUSTOMER NEEDS
- STAFFING NORMS-ONE CUSTOMERS CARE
EXECUTIVE FOR EVERY 1000 CUSTOMERS
- TRAINING AND DEVELOPMENT
 MISSIONS AND OBJECTIVES

STRATEGIES

3. CREDIT CONTROL
- BAD DEBTS LESS THAN 1 % OF THE TOTAL
BILLINGS
- MANAGEMENT BY APPOINTING AND
MONITORING CREDIT COLLECTION
AGENCIES .
4. REVIEW OF DEPARTMENT STRUCTURE
 MISSIONS AND OBJECTIVES
HUMAN RESOURCES AND ADMINISTRATION
OBJECTIVE
1. EMPLOYEE OPINION SURVEY
ENSURE EMPLOYEE SATISFACTION SURVEY DONE
ON A YEARLY BASIS. SCORE IS NOT LESS THAN 75 .
2. TRAINING AND DEVELOPMENT PROGRAM
- IDENTIFY TRAINING NEEDS ACROSS FUNCTION
- HOW TO IMPROVE PERFORMANCE .
3. STAFF TURNOVER
- ENSURE ATTRITION NOT MORE THAN 5 % PA
- EMPLOYEE STRENGTH WITHIN BUDGET
MANAGEMENT
 MISSIONS AND OBJECTIVES
KEY STRATEGIES
1. ENSURE EMPLOYEE STRENGTH WITHIN
BUDGETED FIGURE
2.  IMPLEMENT A GRADUATE ENGINEER AND
MANAGEMENT TRAINEE PROGRAM.
3. REWARD, RECOGNITION AND REMUNERATION
- PROFESSIONAL OF THE MONTH IN ALL MAJOR
AREAS OF OPERATIONS. CEO’S AWARD FOR
THE BEST CONTRIBUTION.
- PROMOTIONS BOARD ON KEY PERFORMANCE
INDICES.
- COMPENSATION BENCHMARKING AND
SURVEY.
 MISSIONS AND OBJECTIVES
KEY STRATEGIES (Contd.,)
4. PERFORMANCE DEVELOPMENT REVIEW
- PERFORMANCE BONUS FOR ALL EMPLOYEES
LINKED TO COMPANY PERFORMANCE,
EMPLOYEE PERFORMANCE.
5. TRAINING AND DEVELOPMENT
6. STAFF MORALE AND COMUNICATIONS .
7. COMPENSATION STRUCTURE REVIEW
- DISCOURAGE EMPLOYEES TO WITHHOLD
TAXES BY DESIGNING SUITABLE
COMPENSATION PACKAGES. GOOD
CORPORATE CITIZEN .
 MISSIONS AND OBJECTIVES
KEY STRATEGIES (Contd.,)
8. ACCOMODATION
- LOOK FOR OWN ACCOMODATION INSTEAD OF
PRESENT LEASE ON A LONG TERM BASIS
9. OCCUPATIONAL HEALTH AND SAFETY.
- EMPLOYEE MEDICAL CHECK UP .
- DRINKING WATER REPORT EVERY MONTH.
- SAFETY AND SECURITY (PARTICULARLY BASE
STATIONS ABOUT 35 NOS IN DIFFERENT PARTS OF
CALCUTTA.)
10. TOTAL QUALITY MANAGEMENT (TQM)
- ENSURE TQM IS APPRECIATED AND IMPLEMENTED
BY CONDUCTING WORKSHOPS FOR ALL
EMPLOYEES BY ROTATION.
 MISSIONS AND OBJECTIVES
INFLUENCES ON OBJECTIVES
1. EXTERNAL INFLUENCES
- SOCIETAL VALUES
- PRESSURE GROUPS
- GOVERNMENT
- LEGISLATION
2. NATURE OF THE BUSINESS
- MARKET SITUATION
- PRODUCTS
- TECHNOLOGY
 MISSIONS AND OBJECTIVES
INFLUENCES ON OBJECTIVES

3. ORGANISATIONAL CULTURE
- HISTORY AND AGE
- LEADERSHIP AND MANAGEMENT STYLE
- STRUCTURE AND SYSTEMS
 
4. INDIVIDUALS AND GROUPS
- EXPECTATION OF STAKEHOLDERS
 MISSIONS AND OBJECTIVES
MARKETING OBJECTIVES
 
THESE COULD MARKETING OBJECTIVES
BE:
- MARKET SHARE GROWTH
- MARKET SHARE MAXIMISATION
- SUSTAINING PROFITABLILITY
- HARVESTING
- ESTABLISHING AN INITIAL MARKET
RESPONSE
 MISSIONS AND OBJECTIVES
ANSOFF GROWTH MATRIX
- MARKET PENETRATION
SELLING EXISTING PRODUCTS TO EXISTING
MARKETS
- PRODUCT DEVELOPMENT
DEVELOPING NEW PRODUCTS FOR EXISTING
MARKETS
- MARKET EXTENSION
SELLING EXISTING PRODUCTS TO NEW
MARKETS.
- DIVERSIFICATION
DEVELOP NEW PRODUCTS FOR NEW MARKETS
E.G. ITC INTO HOTELS, LEISUREWEAR
 MISSIONS AND OBJECTIVES
MARKETING ENVIRONMENT

CONSISTS OF TWO ELEMENTS

1. MICROENVIRONMENT
• CLOSEST TO THE COMPANY
• GREATEST AND MOST DIRECT INFLUENCE
- SUPPLIERS
- DISTRIBUTION NETWORK
- CUSTOMERS
- COMPETITORS
 MISSIONS AND OBJECTIVES
MARKETING ENVIRONMENT

CONSISTS OF TWO ELEMENTS

2. MACROENVIRONMENT
- BROAD SET OF FORCES
• POLITICAL
• ECONOMIC
• SOCIAL
• TECHNOLOGICAL