creating a global mission and vision statement

copyright 2016 Import Export Institutecopyright 2016 Import Export Institute

Creating a Vision and Mission Statement

A necessity when going global

Dana Smith, CGBPwww.importexportinstitute.com

Dana Smith

copyright 2016 Import Export Institute

Mission Statement vs. Vision Statement

A Vision Statement sets the direction for the organization.Mission Statements tell the world what it is the organization currently does.


What is a Mission Statement?Statement of purpose for the organization.A mission statement tells the world what it is that the business does.Drives everything that your business does.Provides a path.Drives decision-making.


When developing a Mission Statement, ask these questions…What do we do?How do we do it?For whom do we do it?Why do we serve our clients they way we do?Why are we in this industry?Why did we start this business?What image of the business do we want to convey?


Mission Statement should include…

Purpose and aim of the organizationThe organization’s stakeholders – customers, clients, shareholders, etc.How the organization provides value to these stakeholders


The Mission Statement should include…

Key Market – Who is your target?Contribution – What product or service do you provide to that market?Distinction – What make your product or service unique so that your client buys from you?


Example of a Mission Statement…Courtyard by Marriot:“To provide economy and quality minded travelers

with a premier, moderate priced lodging facility which is consistently perceived as clean, comfortable, well-maintained, and attractive, staffed by friendly, attentive and efficient people.”.”Market: economy and quality minded travelersMarket: economy and quality minded travelersContribution: moderately priced lodgingContribution: moderately priced lodgingDistinction: clean, comfortable, well-maintained, Distinction: clean, comfortable, well-maintained, attractive, staffed by friendly, attentive and attractive, staffed by friendly, attentive and efficient peopleefficient people


Live Your Mission Through Your Brand

Nike: “To bring inspiration and innovation to every athlete in the world.”Starbuck’s – “To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.”Amazon: “To be the most customer-centric company in the world, where people can find and discover anything they want to buy online.”Intel: “Delight our customers, employees, and shareholders by relentlessly delivering the platform and technology advancements that become essential to the way we work and live.”Ebay: “Provide a global trading platform where practically anyone can trade practically anything.”


What is a Vision Statement?A description of a company’s long A description of a company’s long term values and goals.term values and goals.Inspirational.Inspirational.Framework for strategic planning.Framework for strategic planning.Answers the question: Where do we Answers the question: Where do we want to go?want to go?Provides a future snapshot, in words, Provides a future snapshot, in words, of where your company wants to be.of where your company wants to be.


Consider these questions when creating a Vision Statement

How can the organizations values be included?How will the group grow in terms of size and effectiveness?Would the world be a better place if the organization was living out its mission?


Examples of Vision StatementsAvon – “To be the company that best understands and satisfies the product, service and self-fulfillment needs of women - globally.”Ford – “To become the world's leading Consumer Company for automotive products and services.”Nike – “To be the number one athletic company in the world.” Pfizer – “We will become the world's most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live.”

creating a global mission and vision statement

Business