STRATEGIC INTENT-

VISION & MISSION

Presented by: TSERING TUNDUP

Roll no: 1
Semester 4TH
WHAT IS STRATEGY?
 Strategy can also be defined as “A general
direction set for the company and its various
components to achieve a desired state in the
future.
 In simple word, A strategy is a long term plan

on what to do to achieve a certain goal

STRATEGIC INTENT
 It refers to the purpose for what organization
strives for. Organization must define ‘what
they want to do’ ‘why they want to do’.
 This “why they want to do” underlines the end

result, which is known as strategic intent.

 In short strategic intent refers to the

purposes for which the organization strives

for.
Strategic intent has a hierarchy
 VISION
 Burt nanus, a well known expert of
organizational vision has define vision as “a
realistic , credible, and attractive future for an
organization”.

 Realistic, vision must be based on reality to

be meaningful for an organization. It should
not be a merely day dreaming but a dream to
be converted into reality.
 Credible, vision must be believable to be
relevant to the members of the organization.
One of the purpose of the vision is to aspire
those in organization to achieve a level of
excellence.
 Attractive, vision must be attractive as to

inspire and motivate the organization

members. People must want to be part of
future of the organization.
 Future, Vision is always for future
Example of Vision
 BSNL Vision statement

 “To become the Largest telecom service

provider in Asia”
 MISSION
 Mission is define as a fundamental unique
purpose that sets a business apart from
others firm.
 Mission is the essential purpose of the

organization, concerning particularly why it is

in existence, the nature of the business it is
in, and the customers it seeks to serve and
satisfy.
Difference b/w Vision and Mission
 Vision is forward looking and mission states
what organization is and why it exist.

 Vision emphasis on long term concept with

very high level of achievement and mission
deals with products , services offers.
Example of Mission
 Infosys,

 “To achieve our objectives in a

environment of fairness, honesty and
courtesy towards our client, employees,
vendors and society at large”
THANK YOU