Vision

Vision statement answers the question:

What do we want to become?

Ch. 2-1
Fred R. David
 Vision

Clear vision

Provides foundation for comprehensive

mission statement

Ch. 2-2
Fred R. David
 Vision & Mission

Vision statement developed first

Short preferably one sentence
Broad management involvement

Ch. 2-3
Fred R. David
 Vision Statement
Atlanta Web Printers, Inc.

To be the first choice in the printed

communications business. The first
choice is the best choice, and being
the best is what Atlanta Web pledges
to work hard at being - every day!

Ch. 2-4
Fred R. David
 Mission Statements

Mission statement answers the question:

What is our business?

Ch. 2-5
Fred R. David
 Mission Statements

Mission Statement:

Enduring statement of purpose

Distinguishes one organization from
another in similar enterprises
Declaration of an organizations reason for
being

Ch. 2-6
Fred R. David
 Mission Statements

Mission Statements

Reveal what an organization wants to be

and whom it wants to serve

Ch. 2-7
Fred R. David
 Mission Statements

Mission Statements

Essential for effectively establishing

objectives and formulating strategies

Ch. 2-8
Fred R. David
 Developing Vision & Mission

Clear mission is needed before

alternative strategies can be formulated
and implemented

Important to have as broad range of

participation as possible among
managers in developing the mission

Ch. 2-9
Fred R. David
 Mission Statement
Atlanta Web Printers, Inc.

To make our clients feel welcome, appreciated, and

worthy of our best efforts in everything we do
each and every day
to be recognized as an exceptional leader in our
industry and community
to conduct all of our relationships with an emphasis
on long-term mutual success and satisfaction,
rather than short-term gain
to earn the trust and respect of all we work with as
being a Company of honesty, integrity, and
responsibility
Ch. 2-10
Fred R. David
 Mission Statement
Atlanta Web Printers, Inc.

1. To provide an environment of positive attitude and

action to accomplish our vision, by increasing
positive feedback and recognition at all levels of
the Company
2. to train and motivate our employees and to develop
cooperation and communication at all levels
3. to use our resources, knowledge, and experience
to create win/win relationships for our clients,
employees, suppliers, and shareholders in terms of
growing compensation, service, and value

Ch. 2-11
Fred R. David
 Importance of Mission

Unanimity of purpose within the organization

Basis for allocating resources
Establish organizational climate
Focal point for direction
Translate objectives into work structure
Cost, time and performance parameters
assessed and controlled

Ch. 2-12
Fred R. David
 Customer Orientation
A good mission statement reflects the
anticipations of customers.

Identify customer needs

Provide product/service to satisfy needs
AT&Ts mission focuses on communications, not
telephones
Exxons mission focuses on energy, not on oil
and gas

Ch. 2-13
Fred R. David
 Social Policy & Mission
Managerial philosophy and thinking at the
highest levels in the organization reflect
social policy.

Affects development of vision & mission

Responsibilities to consumers,
environmentalists, minorities,
communities, & other groups

Ch. 2-14
Fred R. David
 Social Policy & Mission

Social policy should be integrated in all

strategic-management activities.

Mission statement is an effective

instrument for conveying the social
responsibility of the firm.

Ch. 2-15
Fred R. David
 Components of Mission

Components of mission and corresponding

questions to be answered:

Customers:
Who are the firms customers?

Products or services:
What are the firm's major products or
services?
Ch. 2-16
Fred R. David
 Components of Mission

Markets:
Geographically, where does the firm
compete?

Technology:
Is the firm technologically current?

Ch. 2-17
Fred R. David
 Components of Mission
Concern for survival, growth, and
profitability:
Is the firm committed to growth and
financial soundness?

Philosophy:
What are the basic beliefs, values,
aspirations, and ethical priorities of the
firm?
Ch. 2-18
Fred R. David
 Components of Mission
Self-concept:
What is the firms distinctive competence or major
competitive advantage?

Concern for public image:

Is the firm responsive to social, community, and
environmental concerns?

Concern for employees:

Are employees a valuable asset of the firm?

Ch. 2-19
Fred R. David
Importance of Vision & Mission
Although research results are mixed, firms with
formal mission statements

2X average return on shareholders equity

Positive relationship to organizational performance

30% higher return on certain financial measures

Ch. 2-20
Fred R. David