Establishing Strategic

Intent

Vision, Mission, Objective

Vision
 A Vision articulates the position that a firm would
like to attain in the distant future.
Vision statement of Tata Steel:
“Our vision is to be the global steel industry
benchmark for value creation and corporate
citizenship”.
Vision statement of State Bank of India:
 My SBI.
 My Customer first.
 My SBI: First in customer satisfaction
 Mission
 Mission is what an organization is and why it exists.
 Mission is a statement which defines the role that an
organization plays in a society.
 Hunger and Wheelen (1999) say that mission is the
“purpose or reason for organizations’ existence”.
Mission
 Vision statement of Tata Steel:
Consistent with the vision and values of the founder
Jamsetji Tata, Tata Steel strives to strengthen India’s
industrial base through the effective utilization of
staff and materials. The means envisaged to achieve
this are high technology and productivity, consistent
with modern management practices.
Mission
 Vision statement of Tata Steel:
We will be prompt, polite and proactive with our customers.
We will speak the language of young India.
We will create products and services that help our customers
achieve their goals.
We will go beyond the call of duty to make our customers feel
valued.
We will be of service even in the remotest part of our country.
We will offer excellence in services to those abroad as much as
we do to those in India.
We will imbibe state of the art technology to drive excellence.
Objective

 Objectives are the ends that state specifically how

the golals shall be achieved.
 Objectives help an organization to pursue its vision
and mission.
 Objectives provides the basis for strategic decision
making.
 Objectives provides the standards for performance
appraisal.
Objective

 Objective in general indicates a place where you

want to reach. In organizational literature it means
the aim which an organization tries to achieve.
 Objectives are predetermined, they provide clear
direction to the activities and results to be obtained
from the planning process.
 Objectives must be SMART (Specific, Measurable,
Achievable, Realistic and Timely).