2 Mission

MISSION/VISION STATEMENT
Session 2
Professor Hilda L. Teodoro
January 26, Ateneo
2023 Graduate School of Business
LEVELS OF GOALS
Mission
Statement
Strategic Goals
Senior Management
(Organization as a Whole
Tactical Goals/Plans
Middle Management
(Major Divisions)
Operational Goals/Plans
Lower Management
(Departments, Individuals)
HILDA L. TEODORO ATENEO GRADUATE SCHOOL 2

OF BUSINESS
THE VISION STATEMENT
A VISION is a shared image of what the
people in an enterprise aspire for it to become.
It conveys a desired future state.
should answer the basic question, “What do we
want to become?”
should be established first and foremost
should be short, preferably one sentence
should be something vivid that the people can
picture in their minds
should be aspirational yet something that the
people can believe to be realistically possible

OF BUSINESS
MICROSOFT VISION
Microsoft’s Original PC-centric vision:
A computer on every desk and in every
home.
Microsoft’s new vision that embraces the

impact of the Internet on technology
Empower people through great software
anytime, any place and on any device

OF BUSINESS
THE BUSINESS MISSION
A business is not defined by its name,

statutes, or articles of incorporation. It is
defined by the business mission. Only a
clear definition of the mission and purpose
of the organization makes possible clear and
realistic business objectives.
“What is our business?” is synonymous
with asking the question, “What is our
mission?”
Peter Drucker

OF BUSINESS
THE BUSINESS MISSION
A MISSION states an enterprise’s
fundamental reason for being and its
primary commitments to its
stakeholders. It guides an organization
in terms of how it must do business
It usually states an enterprise’s:
Primary purpose
Commitments to its stakeholders
Basic philosophy
Core values
OF BUSINESS
CUSTOMERS
Who are the firm’s customers?
Johnson & Johnson. We believe our first

responsibility is to the doctors, nurses, and
patients, to mothers and all others who use our
products and services.

OF BUSINESS
PRODUCTS OR SERVICES
What are the firm’s major products?
Ben & Jerry’s. To make, distribute, and sell the

finest quality, all natural ice cream and related
products in a wide variety of innovative flavors
made from Vermont dairy products.

OF BUSINESS
MARKETS
Geographically, where does the firm compete?
Corning Glass Works. We are dedicated to the

total success of Corning Glass Works as a
worldwide competitor.

OF BUSINESS
TECHNOLOGY
Is the firm technologically current?
IBM. At IBM, we strive to lead in the creation,

development and manufacture of the industry's
most advanced information technologies,
including computer systems, software,
networking systems, storage devices and
microelectronics.

OF BUSINESS
CONCERN FOR SURVIVAL,
GROWTH & PROFITABILITY
Is the firm committed to growth and financial
soundness?
McGraw-Hill. To serve the worldwide need for

knowledge at a fair profit by gathering,
evaluating, producing and distributing
valuable information in a way that benefits our
customers, employees, authors, investors,
and our society.

OF BUSINESS
PHILOSOPHY
What are the basic beliefs, values, aspirations,
and ethical priorities of the firm?
Sun. We believe human development to be the

worthiest of the goals of civilization and
independence to be the superior condition for
nurturing growth in the capabilities of people.

OF BUSINESS
SELF-CONCEPT
What is the firm’s distinctive competence or
major competitive advantage?
Crown Zellerbach. Crown Zellerbach is

committed to leap-frogging competition within
1,000 days by unleashing the constructive and
creative abilities and energies of each of its
employees.

OF BUSINESS
CONCERN FOR PUBLIC IMAGE
Is the firm responsive to social,
community, and environmental
concerns?
Pfizer. To contribute to the

economic strength of society and
function as a good corporate
citizen on a local, state, and
national basis in all countries in
which we do business.

OF BUSINESS
CONCERN FOR EMPLOYEES
Are employees a valuable asset of the firm?
The Wachovia Corporation. To recruit,

develop, motivate, reward, and retain
personnel of exceptional ability, character and
dedication by providing good working
conditions, superior leadership, compensation
on the basis of performance, an attractive
benefit program, opportunity for growth, and a
high degree of employment security.

OF BUSINESS
CONCERN FOR NATION-BUILDING
Does the company contribute to nation-
building?
Ateneo Graduate School of Business. To form

• individuals rooted in Ignatian values of
excellence, spirituality and engaging the
world.
• individuals aligning themselves and building
community to contribute to nation-building.

OF BUSINESS
Crown Mission
We provide society with superior products and services – innovations and
solutions that satisfy customer needs and improve the quality of life of
people in the Philippines and help them enjoy longer, healthier, and more
productive lives. We are:
A well-spring of leading-edge healthcare products that provide real value
to our customers
An initiator of ethical marketing programs and innovative services that
demonstrate our commitment to the highest standards
An exciting workplace where enlightened leaders and highly skilled,
motivated people share a common purpose; an enabling environment that
fosters capabilities and provides boundless opportunities for people to
create and realize their potential
The industry model for consistent growth
The #1 coxib in the Philippines through the presentation of evidenced-
based clinical studies,
Crown’s Vision
To be the Philippines’ most admired healthcare company.

OF BUSINESS
Crown Mission Customers

to our customers
Crown’s Vision

OF BUSINESS
Crown Mission Products/Services

to our customers
Crown’s Vision

OF BUSINESS
Crown Mission Markets

to our customers
Crown’s Vision

OF BUSINESS
Concern For Survival,
Crown Mission Growth, And
Profitability

to our customers
Crown’s Vision

OF BUSINESS
Crown Mission Technology

to our customers
based clinical studies.
Crown’s Vision

OF BUSINESS
Crown Mission Philosophy

to our customers
Crown’s Vision

OF BUSINESS
Crown Mission Self-Concept

to our customers
Crown’s Vision

OF BUSINESS
Concern For Public
Crown Mission Image

to our customers
Crown’s Vision

OF BUSINESS
Crown Mission Concern For Employees

to our customers
Crown’s Vision

OF BUSINESS
Crown Mission Nation Building

to our customers
Crown’s Vision

OF BUSINESS
Carnival Vision/Mission Evaluation
Criteria Evaluation
Customers  Absolute dedication to understanding and fulfilling our customers’ needs
with the appropriate mix of service, reliability and price for each customer
Products/Services  Our mission is to deliver exceptional vacation experiences through the
world’s best known cruise brands
Markets  We will be the superior choice and the acknowledged leader and innovator in
the cruise travel industry worldwide.
Concern for survival,  Ensuring sustainable and long-term increase in shareholder investment by
growth & profitability maintaining double-digit growth and leveraging on operational efficiencies and
synergies;
Technology  An aggressive shipbuilding program which incorporates state-of-the-art
technology, innovation and mechanical superiority;
Philosophy  A professional organization which conducts its business honestly and with
unquestionable integrity;
Self-concept  cruise brands that cater to a variety of different lifestyles and budgets, all at
an outstanding value unrivaled on land or at sea.
Concern for public  An organization focused in operating environmentally responsible ships and
image committed to preserving the purity of the crystalline waters we call home.
Concern for employees  A work environment that rewards achievement, develops potential, motivates
the collective spirit, and offers each employee superior opportunities for
personal and professional growth.”
Concern
HILDA
for nation-
L. TEODORO An organization
ATENEO focused
GRADUATE
in operating
SCHOOLenvironmentally responsible28 ships and
building committed to preserving
OF BUSINESS
the purity of the crystalline waters we call home.

2 Mission

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MISSION/VISION STATEMENT

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 2

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 3

Microsoft’s new vision that embraces the

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 4

A business is not defined by its name,

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 5

Who are the firm’s customers?

Johnson & Johnson. We believe our first

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 7

What are the firm’s major products?

Ben & Jerry’s. To make, distribute, and sell the

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 8

Geographically, where does the firm compete?

Corning Glass Works. We are dedicated to the

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 9

Is the firm technologically current?

IBM. At IBM, we strive to lead in the creation,

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 10

McGraw-Hill. To serve the worldwide need for

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 11

Sun. We believe human development to be the

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 12

Crown Zellerbach. Crown Zellerbach is

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 13

Pfizer. To contribute to the

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 14

The Wachovia Corporation. To recruit,

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 15

Ateneo Graduate School of Business. To form

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 16

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 17

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 18

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 19

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 20

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 21

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 22

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 23

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 24

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 25

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 26

We provide society with superior products and services – innovations and

HILDA L. TEODORO ATENEO GRADUATE SCHOOL 27

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