Course: Strategic Management

Organization Mission and Vision

Dr. Pratima Verma

Email: Pratima@iimk.ac.in

Pratima Verma, Indian Institute of Management, Kozhikode

 Business Definition

 According to the Late Peter Drucker, an important first step in the process of
formulating a mission is to come up with a definition of the organization’s business.

 “What is our business?” a company should define its business in terms of

three dimensions:

 Who is being satisfied (what customer groups),

 What is being satisfied
(what customer needs), and
 How customers’ needs are being satisfied (by what skills,
knowledge, or distinctive competencies).

Pratima Verma, Indian Institute of Management, Kozhikode

 Business Definition

Pratima Verma, Indian Institute of Management, Kozhikode

 Business Definition

This approach stresses the need for a customer-oriented rather than a product-
oriented business definition.

• Business develops products based on

Product Oriented what it is good at doing.

• Business respond to customer needs and

Market Oriented wants- designs products accordingly

Pratima Verma, Indian Institute of Management, Kozhikode

 Business Definition

Pratima Verma, Indian Institute of Management, Kozhikode

 Abell Business Definition

Pratima Verma, Indian Institute of Management, Kozhikode

 Abell Business Definition

Pratima Verma, Indian Institute of Management, Kozhikode

 Business Definition

Three questions play an important part in the formulation of the mission statement:

1. Who are the customers of the organization?

2. How can the organization meet its customer needs?

3. What techniques does the organization use to meet the customer needs?

Pratima Verma, Indian Institute of Management, Kozhikode

 Mission and Vision

Vision
Where?

A Objective
Strategy
Mission Action plan
WHAT ? Values
Why? HOW?

Pratima Verma, Indian Institute of Management, Kozhikode

 Mission Statement

Pratima Verma, Indian Institute of Management, Kozhikode

 Vision Statement

Pratima Verma, Indian Institute of Management, Kozhikode

 Vision statement

To create the most compelling car company of the 21st century by driving the worlds
transition to electric vehicles

1. Most compelling

2. Car company

3. 21st century

4. The world transition to electric vehicles

Pratima Verma, Indian Institute of Management, Kozhikode

 Mission statement

To accelerate the world’s transition to sustainable energy.

1. To accelerate

2. The world’s transition

3. To sustainable energy

Pratima Verma, Indian Institute of Management, Kozhikode

 Thank you!
谢谢你

Xièxiè nǐ

Pratima Verma, Indian Institute of Management, Kozhikode