Review of Mission,

Vision and Goals

Reporter: Mary Antonette L. Lao
 Learning Objectives
01 02 03
Define vision and Know what the Be able to write a
mission and acronym SMART SMART goal.
distinguish represents.
between them.
 Vision
• Is broader and future looking
• Conveys the unique purpose of a company
• Delimits the scope of activities that the company is,
or will be, undertaking
It is especially important for managers and executives in any
organization to agree on the basic vision that the firm strives
to achieve in the long term. A vision statement should
answer the basic question,
“What do we want to become?”
A clear vision provides the foundation for developing a
comprehensive mission statement. Many organizations have
both a vision and mission statement, but the vision statement
should be established first and foremost. The vision
statement should be short, preferably one sentence, and as
many managers as possible should have input into
developing the statement.
As the quote from Jack Welch suggests, “A vision is one key tool available to executives to
inspire the people in an organization.”

An organization’s vision describes what the organization hopes to become in the future.
Well-constructed visions clearly articulate an organization’s aspirations.
As the quote from Jack Welch suggests, “A vision is one key tool available to executives to
inspire the people in an organization.”

An organization’s vision describes what the organization hopes to become in the future.
Well-constructed visions clearly articulate an organization’s aspirations.

Avon’s vision is “to be the company that best understands and

satisfies the product, service, and self-fulfillment needs of
women—globally.” This brief but powerful statement
emphasizes several aims that are important to Avon, including
excellence in customer service, empowering women, and the
intent to be a worldwide player. Like all good visions, Avon sets
a high standard for employees to work collectively toward.
 Procter & Gamble’s vision is to be, and be recognized
as, the best consumer products company in the world.
(Author comment: Statement is too vague and
readability is not that good)

Samsonite’s vision is to provide innovative solutions for the

traveling world.
(Author comment: Statement needs to be more specific,
perhaps mention luggage; statement as is could refer to air
carriers or cruise lines, which is not good)

Royal Caribbean’s vision is to empower and enable our

employees to deliver the best vacation experience for our
guests, thereby generating superior returns for our
shareholders and enhancing the well-being of our
communities.
(Author comment: Statement is good but could end after the
word “guests”)
 Activity:
What is your 5-year
vision for your unit?
Remember:
"A corporate vision can focus, direct,
motivate, unify, and even excite a
business into superior performance. The
job of a strategist is to identify and
project a clear vision." —John Keane
 Mission
• A mission statement is defined as an action-based
statement that declares the purpose of an organization
and how they serve their customers.
• This sometimes includes a description of the company, what it
does, and its objectives.
• A mission statement is a short summary of your company's
purpose.
Every organization will have a purpose for its continued
existence. A mission statement expresses their purpose
and can therefore be a brief statement. It also links with
the idea of Vision – how managers interpret the Mission
for their colleagues.

Mission statements contain two main elements:

- A declaration of the overall mission
- An articulation of key organizational goals
 Characteristics of a Mission Statement
1. A Declaration of Attitude
• A good mission statement allows for the generation and consideration of a range of feasible
alternative objectives and strategies without unduly stifling management creativity. Excess
specificity would limit the potential of creative growth for the organization. However, an
overly general statement that does not exclude any strategy alternatives could be
dysfunctional. Apple Computer’s mission statement, for example, should not open the
possibility for diversification into pesticides—or Ford Motor Company’s into food
processing.

• A mission statement needs to be broad to reconcile differences effectively among, and appeal
to, an organization’s diverse stakeholders, the individuals and groups of individuals who have
a special stake or claim on the company. Thus a mission statement should be reconcilatory. A
good mission statement indicates the relative attention that an organization will devote to
meeting the claims of various stakeholders.
 Characteristics of a Mission Statement
2. A Customer Orientation
• A good mission statement reflects the anticipations of customers. Rather than developing a product and then
trying to find a market, the operating philosophy of organizations should be to identify customers’ needs and
then provide a product or service to fulfill those needs.

• A major reason for developing a business mission statement is to attract customers who give meaning to an
organization. Hotel customers today want to use the Internet, so more and more hotels are providing Internet
service. A classic description of the purpose of a business reveals the relative importance of customers in a
statement of mission: It is the customer who determines what a business is. It is the customer alone whose
willingness to pay for a good or service converts economic resources into wealth and things into goods. What a
business thinks it produces is not of first importance, especially not to the future of the business and to its
success. What the customer thinks he/she is buying, what he/she considers value, is decisive—it determines
what a business is, what it produces, and whether it will prosper. And what the customer buys and considers
value is never a product. It is always utility, meaning what a product or service does for him or her. The
customer is the foundation of a business and keeps it in existence.
 Characteristics of a Mission Statement
3. Mission Statement Components
• Mission statements can and do vary in length, content, format, and specificity. Most practitioners and
academicians of strategic management feel that an effective statement should include nine components. Because
a mission statement is often the most visible and public part of the strategic-management process, it is important
that it includes nine components:
1. Customers—Who are the firm’s customers?
2. Products or services—What are the firm’s major products or services?
3. Markets—Geographically, where does the firm compete?
4. Technology—Is the firm technologically current?
5. Concern for survival, growth, and profitability—Is the firm committed to growth
and financial soundness?
6. Philosophy—What are the basic beliefs, values, aspirations, and ethical priorities of the firm?
7. Self-concept—What is the firm’s distinctive competence or major competitive advantage?
8. Concern for public image—Is the firm responsive to social, community, and environmental concerns?
9. Concern for employees—Are employees a valuable asset of the firm?
1. Customers
2. Products or services Procter & Gamble will provide branded
3. Markets products and services of superior quality and
value (7) that improve the lives of the world’s
4. Technology
(3) consumers. As a result, consumers (1) will
5. Concern for survival, reward us with industry leadership in sales,
growth, and profit (5), and value creation, allowing our
profitability people (9), our shareholders, and the
6. Philosophy communities (8) in which we live and work to
7. Self-concept prosper.
8. Concern for public
image (Author comment: Statement lacks three
components: Products/Services, Technology,
9. Concern for
and Philosophy)
employees
1. Customers
2. Products or services We are loyal to Royal Caribbean and Celebrity and strive for
3. Markets continuous improvement in everything we do. We always
4. Technology provide service with a friendly greeting and a smile (?). We
anticipate the needs of our customers and make all efforts to
5. Concern for survival,
exceed our customers’ expectations (?). We take ownership
growth, and of any problem that is brought to our attention. We engage in
profitability conduct that enhances our corporate reputation and
6. Philosophy employee morale (?). We are committed to act in the highest
7. Self-concept ethical manner and respect the rights and dignity of others
8. Concern for public (?).
image
9. Concern for (Author comment: Statement lacks five components:
Products/Services, Markets, Technology, Concern for
employees
Survival/Growth/Profits, Concern for Public Image)
1. Customers
2. Products or services We are loyal to Royal Caribbean and Celebrity and strive for
3. Markets continuous improvement in everything we do. We always
4. Technology provide service with a friendly greeting and a smile (7). We
anticipate the needs of our customers and make all efforts to
5. Concern for survival,
exceed our customers’ expectations (1). We take ownership
growth, and of any problem that is brought to our attention. We engage in
profitability conduct that enhances our corporate reputation and
6. Philosophy employee morale (9). We are committed to act in the highest
7. Self-concept ethical manner and respect the rights and dignity of others
8. Concern for public (6).
image
9. Concern for (Author comment: Statement lacks five components:
Products/Services, Markets, Technology, Concern for
employees
Survival/Growth/Profits, Concern for Public Image)
 Characteristics of a Mission Statement
• Broad in scope; do not include monetary amounts, numbers, percentages, ratios, or
objectives
• Less than 250 words in length
• Inspiring
• Identify the utility of a firm’s products
• Reveal that the firm is socially responsible
• Reveal that the firm is environmentally responsible
• Include nine components: customers, products or services, markets, technology,
concern for survival/growth/profits, philosophy, self-concept, concern for public
image, concern for employees
• Reconciliatory
• Enduring
Remember:
"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."
—Peter Drucker
 Ten Benefits of Having a Clear Vision and Mission
1. Achieve clarity of purpose among all managers and employees.
2. Provide a basis for all other strategic planning activities, including the internal
and external assessment, establishing objectives, developing strategies, choosing
among alternative strategies, devising policies, establishing organizational
structure, allocating resources, and evaluating performance.
3. Provide direction.
4. Provide a focal point for all stakeholders of the firm.
5. Resolve divergent views among managers.
6. Promote a sense of shared expectations among all managers and employees.
7. Project a sense of worth and intent to all stakeholders.
8. Project an organized, motivated organization worthy of support.
9. Achieve higher organizational performance.
10. Achieve synergy among all managers and employees.
 Table of contents

01 02 03
Business branding Main ideas & goals Organization
You can describe the topic of You can describe the topic of You can describe the topic of
the section here the section here the section here

04 05 06
Growth tracker Product pricing Extras
You can describe the topic of You can describe the topic of You can describe the topic of
the section here the section here the section here
Contents of this template
This is a slide structure based on a social media planner
You can delete this slide when you’re done editing the presentation

Fonts To view this template correctly in PowerPoint, download and install the fonts we used

Used and alternative resources An assortment of graphic resources that are suitable for use in this presentation

Thanks slide You must keep it so that proper credits for our design are given

Colors All the colors used in this presentation

Infographic resources These can be used in the template, and their size and color can be edited

Customizable icons They are sorted by theme so you can use them in all kinds of presentations

For more info: You can visit our sister projects:

SLIDESGO | SLIDESGO SCHOOL | FAQS FREEPIK | FLATICON | STORYSET | WEPIK | VIDFY
 01
Business branding
You can enter a subtitle here if you need it
 Our business values

Trust Politeness
Mercury is the closest
01 02 Venus is the second planet
planet to the Sun from the Sun

Values
Responsiveness Sense of humor
Jupiter is the biggest planet
03 04 It’s composed of hydrogen
of them all and helium
 Our voice

Character Language
Friendly Complex
Warm Fun
Professional Casual
Inspiring Serious

Tone Purpose
Honest Engage
Personal Entertain
Clinical Sell
Humble Educate
Social media mood board
IG feed / Visual mood board Typography
Despite being red, Mars is
actually a cold place

Color

#0077d9 #00215a #fb8c46

Keywords
Venus Mars Jupiter Saturn
 Our target
Age & gender Time spent per user
Women Men
1h 20m
26-35 52% On social media

36-45 32%
20m
46-55 26% On our profiles

Preferred topics Main countries

Lifestyle 60% France 17%
Arts 33% USA 50%
Business 7% Canada 33%

You can use this slide for any social networking site you need, just add its name after “Our target”
02
Main ideas & goals
You can enter a subtitle here if you need it
“This is a quote, words full of wisdom that
someone important said and can make the
reader get inspired.”
—Someone Famous
 Brainstorming ideas

Jupiter Saturn
It’s the biggest planet in the It’s composed mostly of
Solar System hydrogen and helium

Mars Mercury
Despite being red, Mars is Mercury is the closest
actually a cold place planet to the Sun

Neptune Venus
It’s the farthest planet from Venus is the second planet
the Sun from the Sun
 Monthly goals
September Notes
Mon Tue Wed Thu Fri Sat Sun Goal 1
Jupiter is the biggest
planet of them all
01 02 03 04 05 06

07 08 09 10 11 12 13 Goal 2 Mercury is small

14 15 16 17 18 19 20
Goal 3
Mars is actually a cold
21 22 23 24 25 26 27
place
28 29 30

Goal 1 Goal 2 Goal 3

9h 55m 23s
Jupiter's rotation period

333,000
The Sun’s mass compared to Earth’s

386,000 km
Distance between Earth and the Moon
 Organization
You can enter a subtitle here if you need it
03
 Campaign calendar: June
Mon Tue Wed Thu Fri Sat Sun
01 02 03 04 05 06
Campaign #1: Here is your campaign claim
Instagram & Facebook
07 08 09 10 11 12 13

14 15 16 17 18 19 20
Campaign #2: Here is your campaign claim
Instagram & TikTok
21 22 23 24 25 26 27

28 29 30
Campaign #3: Here is your campaign claim
Instagram, Twitter & Facebook
 Posts calendar: June
Mon Tue Wed Thu Fri Sat Sun
01 02 03 04 05 06
Instagram
post #01

07 08 09 10 11 12 13
Instagram Instagram
post #02 post #03

14 Twitter 15 16 17 18 19 20
promotion
#01
21 22 23 24 25 26 27
Push on
Facebook
ads #02
28 29 30
Shared on: Date: 07/05/2021

Post idea: Mercury is a planet Hour: 14:00

Caption Daily resume: Thursday, July 5, 2021

Mercury is the closest planet to the Sun!

Mercury is the smallest planet in the Solar System. This planet's name has nothing to do with the liquid
metal, since Mercury was named after the Roman messenger god
You can add
Hashtags: here your
#Mercury IG
#Small #Planet Call to action: Link in bio!

Check list: postPicture Scheduled Posted

Engagement:
image/design
Likes: 105 Share: 25 Comments:
 Story planner: Sunday, July 7, 2021
Shared on: Posting date: 07/07/2021

Story idea: Mercury is a planet Posting hour: 14:00

Image / Design text:

You can add here
Mercury is the closest planet to the Sun!!
your IG story
design/picture Hashtags: #Mercury #Small #Planet Call to action Swipe up!

Check list: Image / Design Scheduled Posted

Engagement: Shared 150 Impressions: 1500 Follows: 50

 04
Growth tracker
You can enter a subtitle here if you need it
Social media growth metrics
Instagram Facebook Twitter LinkedIn YouTube

Revenue $50,000 $10,000 $5,000 $10,000 $20,000

Impressions 150,000 300,000 25,000 15,000 200,000

Clicks 75,000 170,000 15,000 20,000 100,000

Followers 50,000 30,000 15,000 20,000 80,000

Growth +10% +5% +3% +2% +8%

Shared 5,000 1,000 2,000 5,000 1,000

Growth +5% +3% +10% +15% +35%

Likes 10,000 8,000 5,000 8,000 15,000

Growth +2% +10% +20% +5% +20%

 Growth graph

14,800
New followers

4,000
Mentions

35,000
Interactions

Follow the link in the graph to modify its data and then paste the new one here. For more info, click here
 Product pricing
05 You can enter a subtitle here if you need it
 Budget allocation

20% 30% 50%

Jupiter Mercury Venus
Jupiter is the biggest Mercury is the closest Venus is the second planet
planet of them all planet to the Sun from the Sun
 Our services
Standard Pro Premium
Services $200 $500 $1000

Mars Every two days Except weekends Everyday

Venus 1 3 10

Saturn 2 6 12

Mercury

Start now Start now Start now

 06
Extras
You can enter a subtitle here if you need it
 Today’s checklist
Content management Production
● Direct messages ● Compare prices

● Answer comments ● Find product photos

● Correct hashtags ● Hire campaign models

● Make stories survey ● Record promo video

● Review weekly campaign ● Interview with the specialist

 Notes

To know Reminders Notes

Despite being red, Mars is a ● Write a reminder Venus is the second planet
cold place ● Write a reminder from the Sun. It has a
● Write a reminder beautiful name, but also
extremely high temperatures
 Account passwords

Instagram [email protected] 123456Slidesgo* Venus is hot

Facebook [email protected] 123456Slidesgo@ Mercury is small

LinkedIn [email protected] 123456Slidesgo* Jupiter is a big planet

Twitter [email protected] 123456Slidesgo@ Neptune is far away

TikTok [email protected] 123456Slidesgo* Pluto is a dwarf planet

 Thanks!
Do you have any questions?
[email protected]
+91 620 421 88
yourwebsite.com

CREDITS: This presentation template was created by

Slidesgo, and includes icons by Flaticon and infographics
& images by Freepik
Please keep this slide for attribution
Alternative resources

Here’s an assortment of alternative resources whose style fits

that of this template:

Vectors:
● Gradient dynamic wavy background
Resources

Did you like the resources on this template? Get them for free at
our other websites:

Vectors:
● Gradient dynamic wavy background