Explain the following key concepts and provide examples where necessary.

1)Vision

2 )Mission

3) goals

Vision – Big picture of what you want to achieve.

Mission – General statement of how you will achieve the vision.

Goal _ is an endpoint, accomplishment or target an organization wants to achieve in the short term or
long term.

1) Vision

A vision statement details where the organization aspires to go.

Here are some of the best examples of inspiring vision statements:

Amazon: “Our vision is to be earth’s most customer-centric company; to build a place where people can
come to find and discover anything they might want to buy online.”

Ben & Jerry’s: “Making the best ice cream in the nicest possible way.”

Caterpillar: “Our vision is a world in which all people’s basic needs – such as shelter, clean water,
sanitation, food, and reliable power – are fulfilled in an environmentally sustainable way, and a
company that improves the quality of the environment and the communities where we live and work.”

Cradles to Crayons: “Provides children from birth through age 12, living in homeless or low-income
situations, with the essential items they need to thrive – at home, at school, and at play.”

Google: “To provide access to the world’s information in one click.”

Habitat for Humanity: “A world where everyone has a decent place to live.”

Hilton Hotels & Resorts: “To fill the earth with the light and warmth of hospitality by delivering
exceptional experiences – every hotel, every guest, every time.”
IKEA: “To create a better everyday life for the many people.”

Intel: “If it’s smart and connected, it’s best with Intel.”

LinkedIn: “Create economic opportunity for every member of the global workforce.”

Oxfam: “To be a self-organized people actively creating a just democratic and sustainable world where
power and resources are shared, everyone lives in dignity, and poverty and inequality are no more.”

Patagonia: “Build the best product, cause no unnecessary harm, use business to inspire and implement
solutions to the environmental crisis.”

Prezi: “To reinvent how people share knowledge, tell stories, and inspire their audiences to act.”

Samsung: “Shape the future with innovation and intelligence.”

Southwest Airlines: “To become the world’s most loved, most flown and most profitable airline.”

Sweetgreen: “To inspire healthier communities by connecting people to real food.”

2) Mission

A mission statement is a brief description of why a company exists. It states the goal of the organization
and describes the nature of the product or service. Every company should have a mission statement to
show its purpose. In order to reveal the goals of an organization, the mission statement should
articulate what the business does, how it operates, and why the business does what it does.

Some Mission Statement Examples of some major companies:

Company Name

Statement
Apple

To bringing the best user experience to its customers through its innovative hardware, software, and
services.

Google

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

Amazon

Serve consumers through online and physical stores and focus on selection, price, and convenience.

Tesla

To accelerate the world's transition to sustainable energy.

Pentagonia

Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to
the environmental crisis.

Facebook

To give people the power to build community and bring the world closer together.

Walmart

To save people money so they can live better.

Nike

Do everything possible to expand human potential.

sweetgreen: “Our mission is to inspire healthier communities by connecting people to real food.”

Nike: “Bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an
athlete.”
Etsy: “Our mission is to Keep Commerce Human.”

LinkedIn: “Connect the world’s professionals to make them more productive and successful.”

3) Goals

A business goal is an endpoint, accomplishment or target an organization wants to achieve in the short
term or long term. Business goals can take many different forms and be aspirational or motivational,
such as driving an organization toward a certain objective like improved customer service. They can also
have very specific objectives, such as reaching a particular revenue target, net income, profit margin,
profit goal or other financial milestone.

Examples of short-term business goals. Here are a few examples of short-term business goals:

Increase product prices by 3% over the next three months.

Hire three new marketing employees over the next five months.

Increase traffic on your company's blog.

Implement monthly giveaways for customers on social media.

Begin an "Employee of the Month" award program.

Examples of long-term business goals. The following are examples of long-term business goals:

Increase the total income of your company by 10% over the next two years.

Reduce production expenses by 5% over the next three years.

Increase overall brand awareness.

Increase your company's share in its market.

Open three new office locations throughout the United States.

Conclusion:
A mission statement is often seen as the definition of an organization's purpose and reason to exist,
which is a form of a business goal. A vision statement is another common way for an organization to
articulate its goals by providing an outlook on where it wants to go.