CHAPTER 3

CORPORATE VISION & MISSION

Mission and vision statements are very important because they communicate
the purpose of the organization to stakeholders. Furthermore, they can be developed into
strategy development. Hence, the company executive develop the measurable objectives to
reach the general success of the organization or company.

Do you
Have
a vision?
Vision and Mission statements tell people what the business is, what the business offers
to the public, and how the business performs. Vision statements tell about how the company
look ahead and what the company goal is. It is future-oriented. This is the direction and
inspiration for the company. See below:
Disney To make people happy.
Microsoft A computer on every desk and in every home; all running
Microsoft software.
Nike To be the number one athletic company in the world.
Wal-Mart Become a $125 billion company by the year 2000.
Ford To become the world’s leading Consumer Company for
automotive products and services.
Avon To be the company that best understands and satisfies the
product, service and self-fulfillment needs of women—
globally.

What is
Your
mission?
Your mission statement explains what your business must do every day to make your

24
vision statement come into reality. It is practical and focuses on the present time. This is just
like the answer to questions such as ”What should I do today? How should I act today?. In
other words, mission is about doing or daily operations. It explains the practical things to
achieve the vision.

Exercise 3.1: Comprehension Questions

1. Translate the underlined text into bahasa Indonesia.
2. What are the three things vision and mission statements tell to the people?
3. Are visions and missions important? Why?

Exercise 3.2: Creating Company Visions and Missions

After you have decided the name, type, address, logo, and motto/slogan of the company,
continue by writing the vision and missions of your company.

Vocabulary Review 1
We have learnt a lot of vocabulary. The table below lists thirty of them. Study them
again for reinforcement.
Liability Debt Allow Available Encourage
Terminate Tax-free Brand Pride Recognition
Undertake Provision Tremendous Recognize Betrayal
Separate Scam Stick to Represent Catchy
Carry on Fraud Make sure Subconscious Retain
Modest Achieve Improvement Founder Memorable

25
26
 CHAPTER 4
COMPANY HISTORY

It is interesting to the company's history and share its story. The history of the
company can inspire leadership, widen our insight about the company, and create motivation
to the further development. Furthermore, it can also maintain the trust in the existing
customer base.
Every company has a story to tell, and it has its own preference of how to tell it. Look
at the table of Harley Davidson company that presents its history in two styles.

Timelines Essay
1870 The history of Harley Davidson
Birth of William A. Davidson, Mil company cannot be separated from
waukee. the births of a couple of brothers:
1876 William A. Davidson (1870), Walter
Davidson (1876), William S. Harley
Birth of Walter Davidson, Milwa
(1880), and Arthur Davidson (1881) in
ukee. Milwaukee.
1880
Birth of William S. Harley, Milwa In 1901 William S. Harley (21)
ukee. completed a blueprint for an engine
1881 designed to fit into a bicycle.
Birth of Arthur Davidson, Milwa
ukee. Harley and Arthur Davidson built

27
 1903
Harley and Arthur Davidson built th
e first production Harley-Davidson i
n 1903. It features a
3-1/8-inch bore and a 3-1/2-inch st
roke yielding 7.07 cubic inches (116
cc). They made a
more powerful motor with the assi
stance of Ole Evinrude.
Harley and Davidson work in a 10 x
15-foot shed on Chestnut Street (la
ter renamed Juneau Avenue) which
is still the address of Harley-
Davidson’s head office.
the first production of the Harley
Davidson in 1930. It featured a
3-1/8-inch bore and a 3-1/2-inch strok
e yielding 7.07 cubic inches (116cc). T
hey made a powerful motor with the
assistance of Ole Evinrude.
Harley and Davidson worked in a 10 x
15-foot shed on Chestnut Street (later
renamed Juneau Avenue) which is
still the address of Harley-Davidson’s
head office.

Adapted from : http://www.motorcycle.com/manufacturer/history-harley-davidson-motorcycle.html

Generally, a company history is written in past forms, but it is possible we can find
some companies write it in simple present form although it happened in the past.
For students to do the exercise in writing a company history, it is advisable they write
it in simple past forms. Here are the following common vocabulary used in company history:
Found A year later In the beginning
Built Establish Later

Exercise 4.1: Translation

Translate the following sentences into English (simple past tense).
1. PT. Harum Mewangi dibangun oleh Triyanta pada tahun 2010.
2. Ripin dan Rupin mendirikan StarBattle Inc. ketika mereka masih di bangku SMA.
3. Tiga tahun kemudian mereka memproduksi tas buatan tangan pertama mereka.
4. Mereka mendaftarkan merek “Supider” di Kemeterian Perdaganan pada tahun 2014.
5. Bu Sri berhasil mengembangkan bisnis makanan tradisional sampai ke Malaysia dua
tahun kemudian.
6. Awalnya produk sepatu kulit “Cibuyut” tidak diterima di daerah Jawa Timur.
7. Orion Ltd didirikan oleh tiga lulusan Jurusan Administrasi Niaga Politeknik Negeri
Malang.
8. Mereka mengembangkan produk baru mereka dengan bantuan ahli dari Jepang.
9. Kami mendapat ide nama perusahaan dari judul film anak-anak.
10. Juremi mengimpor bahan baku dari Laos dan mengekspor barang jadinya ke Timur
Tengah.

Exercise 4.2: Creating Company History

28
 After you have decided the name, type, address, logo, motto/slogan, vision and missions
of the company, continue by writing your company history.

29
 CHAPTER 5
COMPANY ORGANIZATIONAL STRUCTURE

The organizational structure will give employees more clarity, help manage
expectations, enable better decision-making and provide consistency. The structure, which is
translated into organizational charts, also assign responsibility, organize workflow and make
sure important tasks are completed effectively and efficiently.

Types of Business Organizational Structures

Every company, large or small, should have a defined organizational structure. The
good organizational structure clarifies the relationships within the organization so that the flow
of work can be smooth. Let’s study five common organizational structures.

30
1. Matrix Organizational Structure

(taken from Types of Business Organizational Structure pingboard.com)

A matrix structure provides for reporting levels both horizontally and vertically. With
this structure the employees from different departments working together to develop a new
product line. A challenge for this structure arise when employees are given direction from two
different managers who demands priotrity. This structure can also be present in book
publishing companies that have to produce books with several titles together at the same period.

2. Functional Organizational Structure

Director

Marketing Purchasing Office HRD Financial

Manager Manager Manager Manager Manager

The most common organizational structure is functional structure. It has departments

with specific functions. Managers of each department report to one director. The director is
responsible for all operation areas. The problem is present when different departments focus
only on their own responbsibility and are unwilling to support others.

31
3. Product Organizational Structure

PT. FOOD
HOLDING

Noodle Dairy Beverages Snacks Bakery

This structure consists of different product lines. It organizes products by category but
can create completely separate processes from other product lines within the organization.
Another company of this type can be a media corporation that produces newspaper, tabloids,
magazines, and online publication.

4. Customer Organizational Structure

Healthcare industries usually adopt customer organizational structure for better service
to the public. This structure ensures customized service for the customers according to the
patients’ special need.

Hospital
Director

Medical Outpatient Employees Inpatient Volunteer

Staff Vice Vice Vice Vice Vice
President President President President President

(adapted from Types of Business Organizational Structure pingboard.com)

5. Geographic Organizational Structure

Mobile
Phone
Company
President

Sumatra Java Bali Kalimantan Sulawesi NTT, NTB,

Region Region Region Maluku and Papua
Region Region

Organizational structure is suitable for the company that covers a wide span of
geographic regions. It supports logistical demands in geographic customer needs.

32
Exercise 5.1: Comprehension Question

1. Translate the underlined words into bahasa Indonesia.

2. What type of organizational structure is used in your department (Business

Administration Department) and your campus (Polinema)? Explain.

Exercise 5.2: Creating Company Organizational Structure

After you have decided the name, type, address, logo, motto/slogan, vision - mission of
the company, and company history, now continue by writing your company organizational
structure.

Exercise 5.3: Studying Organizational Structures of National Companies

Browse in the internet or study the library books and try to find the organizational
structures of the national companies in the table. Choose of of the companies in the table and
work in twos. Print the organizational structure on an A4 paper and explain it next meeting.

1-5 Bank Indonesia Indofood Nestle PT. Garuda I Gudang Garam

6-10 Telkom TVRI Bank Jatim Unilever Jarum
11-15 Coca Cola RRI PDAM PLN Gramedia
16-20 Pertamina PSSI Kimia Farma Malang Govt. PT. KAI

33
 CHAPTER 6

JOB DESCRIPTION

The company’s job descriptions help ensure the company expectations are established
and met. A well-written and clear job description can establish a reference set of expectations
for employers to communicate to their employees.

Pre-Reading Exercise: Job Description Vocabulary

For better understanding, it is advisable to learn the common verbs used in job
descriptions. Translate the verbs below:
Receive Coordinate Contact Make
Direct Supervise Ensure Inform
Maintain Carry out Lead Socialize
Assist Handle Preside Publish
Develop Be responsible for Manage Send
Organize Report (to) Process Examine
Distribute Check Prepare Purchase

Writing Effective Job Descriptions

Job descriptions are an essential part of hiring and managing your staff. They are in
the form of summaries. They can help employees understand their roles.
A job description should be practical, clear and accurate to effectively
define your needs with proper language. About the grammatical form, because the job title has
been the subject of the job description, it may be eliminated, only pertaining the verb, object,
and adverbs of the sentence. For example, a job description of a secretary might read:
- Receive, direct and relay telephone messages and fax messages

34
 - Maintain the general filing system and file all correspondence
- Assist in the planning and preparation of meetings and conferences
The present forms of verbs should be used, and the verbs used in the job description
must be parallel, if the first description uses “verb 1”, so the following description must use
“verb 1” as the example above.
If the first description uses “verb + ing”, so the following description must use “verb +
ing” as the example below:
- Receiving, directing and relaying telephone messages and fax messages
- Maintaining the general filing system and file all correspondence
- Assisting in the planning and preparation of meetings and conferences
-

If the first description uses “verb + s”, so the following description must use “verb + s”
as the example below:
- Receives, directs and relays telephone messages and fax messages
- Maintains the general filing system and file all correspondence
- Assists in the planning and preparation of meetings and conferences

Exercise 6.1 Comprehension Questions

1. Translate the underlined words into bahasa Indonesia.
2. What are the characteristics of good job descriptions?

35
Exercise 6.2: Correct the verb forms of the following job descriptions
A. Manager Job Duties:
1. Maintains staff by recruiting, selecting, orienting, and training employees
2. Maintain a safe and secure work environment
3. Developing personal growth opportunities.
4. Coaching, counseling, and disciplining employees; developing, coordinating, and enfo
rcing systems, policies,

B. The Job Description of Office Manager:

1. Organize and supervise all of the administrative activities that facilitate the smooth
running of an office
2. carries out a range of administrative and IT-related tasks
3. developing and implementing effective and efficient administrative systems
4. record office expenditure and managing the budget

Exercise 6.3: Translate the following job descriptions

1. Memimpin rapat bulanan dan tahunan
2. Membuat undangan rapat dan mengedarkannya
3. Bertanggung jawab pada kelancaran jalannya administrasi kantor
4. Mengatur jadwal perjalanan, pemesanan tiket, dan pemesanan akomodasi anggota
direksi
5. Mengatur kerja sama dengan departemen terkait untuk perbaikan produktivitas
6. Melakukan negosiasi dengan rekanan bisnis dan membuat nota kesepahaman
7. Memastikan keselamatan kerja di pabrik dan bengkel
8. Membuat laporan keuangan bulanan dan tahunan
9. Merekrut dan melatih karyawan baru
10. Melakukan promosi di berbagai media elektronik dan cetak di setiap daerah

36
Exercise 6.4: Creating Company Job Descriptions
After you have decided the name, type, address, logo, motto/slogan, vision-mission of
the company, company history, and company organizational structure, now continue by writing
your company executives’ job descriptions.

———————————— Speaking Practice ————————————

Rehearse your speaking ability before the formal presentation of your company profile in front
of the whole class with your own team. Talk about your company name, types, address, logo,
meaning of logo, motto/slogan, vision and mission, history, and organizational structure.

37
 CHAPTER 7

PERSONAL PROFILE

Pesonal profiles of company executives are presented briefly with key points of quality.
This account is important to introduce the executives who are in charge in the management
board.
Hari Teguh is the managing director of PT. Terang
Sejahtera. He is also the founder of the company. He
studied business in Polinema and has innovative visions
that make this company survive and develop well until
now.

Juanita Rahman is the financial manager of PT. Terang

Sejahtera. Together with Mr. Hari Teguh she built the
strong foundation of this company. Her expertise in
financial matters helps the company survive monetary
crises in Indonesia.

Putra Yudha is a computer expert and had 3 years of

experience working in a multimedia company before
joining PT. Terang Sejahtera as the IT specialist. His
creative visions are very crucial to drive the company’s
promotion campaign and products packaging.

Exercise 7.1: Match the description in the left columns to the famous businemen figures
as follows:

Oprah Winfrey Tim Berners-Lee Donald Trump

Estee Lauder Ted Turner Phil Knight
Richard Branson Coco Chanel Henry Ford
Thomas Edison Steve Jobs Bill Gates

No. DESCRIPTIONS

1 He filed over 1,000 patents during his life. He made a fortune throught the
electric light bulb and phonograph.

38
 2 He was a high school drop out. He founded the Virgin group of more than
400 companies. It all grew out of a small record shop in London. He said
that he became an entrepreneur by chance because he wanted to have some
fun and do things better than existing firms.

3 He was the co-founder of Apple Computers. He also oversaw the

development of key innovations in the mobile technology revolution such as
iPhone, iPod and iPad.

4 He is the co-founder of Microsoft. He helped the revolution of operating

system for personal computers and became one of richest persons in the
world. He now works full-time for his charitable foundation.

5 He pioneered the use of mass production for motor cars. He helped to

reduce the price and make cars affordable for the average American
consumer.

6 She was a French designer and costume maker. She defined feminine style
and dress in the 20th Century.

7 She was an influential talk show host, who has also created a
successful business empire, including her highly famous book
club. She is considered one of the most influential women in the world.

8 He is a British computer scientist who is credited with inventing World

Wide Web (WWW). He enabled a system to be able to view web pages
(hypertext documents) through the internet. He is also a director for WWW
Consortium (W3C).

9 He is a real estate and media mogul. He is outspoken and controversial. He

is frequently put as a center of attention by media.

10 With her husband, she created America’s biggest cosmetic company in

1946. It specializes in skin care and beauty creams.

11 He is an American media mogul. He is the founder of 24 hour news

channel CNN. He is also one of the largest landowners in the US.

12 He is the founder and CEO of Nike, a famous sport and fitness company. He
is from Oregon, USA. He loves sport. He has a tattoo of his company logo
on his left leg. He is interested in Asia, especially Japan. His company
headquarters are located in Beaverton, Oregon.

A part of this exercise is adapted from : http://www.biographyonline.net/business/top-10-entrepreneurs.html

Exercise 7.2: Creating Company Executive Profiles

You have determined the name, type, address, logo, motto/slogan, vision-mission of
the company, company history, company organizational structure, and your company

39
executives’ job descriptions. Now write the brief company profiles of your company
executives.

Exercise 7.3: (Speaking)

There are many prominent entrepreneurs in our

country. Choose one of them. Print his/her photo on an
A4 paper. Tell about his / her success story and also
your reasons to choose him as the figure of your report.

40
 CHAPTER 8
PRESENTING YOUR COMPANY PROFILE

A company profile presentation is essential because it serves a function like

a company's resume. It outlines the company's goals, achievements, and potential. All
possible company’s highlights and valuable information is mentioned in the presentation.
This information is important for customers and clients.

Pictures taken from: clipart & LSBF Global MBA- Introduction to Organisational Structure & Design (youtube.com)

Making presentations in English

Most students get anxious, worried or even afraid when they have to give a business
presentation in English. Of course, it can seem to be an intimidating task, but with enough
preparation, anyone can make a successful business presentation.
In general, they can start presentation with an introductory phrase like ‘Good morning,
everybody’. Afterwards, they should give a brief overview of the presentation. And then they
explain what the presentation is about and how long it will take. At the end of the presentation,
they will handle questions.
A presentation should be well-structured and easy to follow. Here are some tips to
follow the structure:
1. Divide the content logically.
2. Make good use of visual aids. They enhance the overall value of the presentation
and capture the interest of the audience.
3. Use simple language.

41
 4. While giving the presentation, keep calm. Don’t rush through the presentation: the
audience will have trouble understanding the presenter.
5. Maintain eye contact with the audience.
6. Try to remain enthusiastic about the subject to retain your audience’s interest.
7. Not to miss important points, refer to notes.
8. Restate the main points at the end of the presentation, thank the audience for
listening and invite them to ask questions.

Your audience vary. Unite them to focus with your well-prepared presentation.

Useful language for presentations

Welcoming audience Good morning, Ladies and Gentlemenand.

Hello/ Hi everyone. (less formal)

When people give presentations, students often become nervous and fearful. It is common and
unavoidable. One of the ways to overcome it is by changing our attitude from fear to positive
thinking. Positive attitude can be reflected on the choice of sentences that we use.

42
Appreciating the First of all, let me thank you all for coming here today.
audience (with smile
It’s a pleasure to welcome you today.
– show positive
attitude) I’m happy so many of you could make it today.
It’s good to see you all here.

Introducting yourself Let me introduce myself. I’m Lionel Masri from PT.
Java Sentosa.
Introducing topic Today I’d like to present our company logo.
I’m here today to present the history of our company,
PT. Kerta Jaya Utama.
The topic of my presentation is the organization
structure of our company, Bolderone Ltd.
Today we are going to present our company profile.

Remember:
Do not say, “I will presentate our company profile.” (false, there is
not verb ‘presentate’ in English.)
Instead, say, “I will present our company profile.”
It’s different in the case of V2/V3: We have presented our slides.

Timing Our presentation will take about thirty minutes.

Presentation aid Does everybody have a handout/brochure/copy of the

(handout, file, etc.) Report? Please take one and help me pass them on.

Don’t worry about taking notes. I’ve put all the

important
Statistics on a handout for you.

I’ll be handing out copies of the slides at the end of the

meeting.

I can email the PowerPoint presentation to anybody

who
Wants it.

Telling the My presentation is divided into three main sections.

presentation parts They are the company logo and motto, corporate
history, and organization structure.
Telling about the I would be very happy to answer your questions at the
question – answer end of the session.

43
 session There will be time for questions at the end of the
presentation.
Giving question Please feel free to interrupt me if you have questions.
chances
Inviting questions Are there any questions?
We just have time for a few questions.
And now I’ll be happy to answer any questions you may
have.

To make a good presentation is a skill. A good presentation needs experiences and

practices. If we do not have a lot of experiences and chances for presentation, we can have at
least rehearsals with our own. Rehearsals can improve our real presentation in front of a lot of
people later.
Do not forget to prepare your powerpoint well. There are many design templates in
your computer software, but you can also download from the internet from many of other
alternatives. Make sure that you do not put too much sentences in a slide like the following
(Slide 1):

Company History
We started our company in 2014. There were five of
us: Mr. Michael Swede, Mrs. Mariah Carrie, Miss Avril
Wine, Mr. George Muse, and Mr. David Copperfed.
Our first office was in 69 York St. East London. We
had great difficulties to find market at first. Then we
used brilliant innovative strategies to market our
products. We slipped our brochures in famous
magazines in London. In about two weeks our
products began to be recognized, and the sale
increased significantly. A new problem came. There
were competitors. Other companies copied our
product styles and our marketing strategy. Then our
sale slowly decreased. We started to think about a
new strategy ....

The previous slide (Slide 1) has several weaknesses:

- The display is too “crowded”.
- The audience can read by themselves. They do not pay attention to the presenter.

44
 - The interaction is reduced because the presenter only reads the slide.

Look at the following simplified slide (Slide 2).

Company History
- 2014 Company started.
- Five founders: Mr. Michael Swede, Mrs. Mariah
Carrie, Miss Avril Wine, Mr. George Muse, and Mr.
David Copperfed.
- First office : 69 York St. East London.
- In the beginning : difficulties in marketing
- Slipped brochures > sale increased
- Copy competitors > sale decreased
- A new strategy ....

The slide above has several good points:

- The display is not “crowded” but “clean” and “spacious”.
- The audience will pay attention to the presenter because the slide only gives prompts.
- The interaction is encouraged because the presenter really talks to the audience (He or
she does not read all the time).

Exercise 9.1: Comprehension Questions

1. Translate the underlined words into bahasa Indonesia.
2. Summarize the preparation for a good presentation.
3. People have different ways of overcoming fear and stagefright. What is your solution
for overcoming nervousness?

Exercise 9.2: Preparing the Company Presentation

Now prepare your power point presentation. After you finish with it, consult your
lecturer before presenting in front of the class (other companies). To help you with the key
points of presentation, look at the appendices about two presentation rubrics (See the

45
appendices).

Exercise 9.3: Listening Homework

Your lecturer gives you a youtube file “How to Give an Awesome (PowerPoint)
Presentation (Whiteboard Animation Explainer Video)”. Listen at home. Note down :
1. The difficult or new vocabulary you find in the video file.
2. The outlines of the video content.

Vocabulary Review 2
We have learnt a lot of vocabulary. The table below lists twenty five of them. Study
them again for reinforcement.
Smooth Consist of Summary Beverage Vary
Clarify Ensure Proper Diverse Seasonings
Arise Essential Pertain Dairy anxious
Intimidate Brief Enhance Capture Rush (v)
Refer to Restate Miss (v) Introductory Detailed

§
Everyone is a bore to someone. That is unimportant. The thing to avoid is being a bore to oneself. — Walter
Pulitzer, Cozy Corner Confidences (Dodge)

46