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Vision, Mission, Goals & BusinessObjectives
Hareram Kumar
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Strategic intent
Strategic intent envisions a desired
leadership position and establishes the
criterion the organisation will use to char its
progress.Why Japanese firms have overruled American and European firms; since
they believe in having an obsession to win: sometimes having obsession
out of proportion to their resources and capabilities
Hamel & prahlad,1989
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Attributes of strategic intent
Sense of direction
Sense of discovery
Sense of destiny
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vision
mission
goals
objectives
plans
Most
specific
Greatest in
number
Fewest in
numberMostintegrative
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vision
Starting point of expressing an organizations strategic
intent
a mental image of what the future will or could be like
Organizations projections
Acc to Burt Nanus, expert of organizational vision ,vision is
Realistic, credible and attractive future of an
organisation
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Acc to Oren Harari
Vision should describe a set of ideals and priorities, a pictureof the future, a sense of what makes the company special
and unique, a core set of principles that the company standsfor and a broad set of compelling criteria's that will help
define organizational success
Two more dimensions
Core set of principles
Criteria for measuring success
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features
Idealistic
Clear direction
Inspirational Uniqueness
Well articulated
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Role in strategy formulation
Provides clue for an organisation to head for
in future
Place organisation in unique position
Source of inspiration
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RIL
To achieve global leadership in polymers, fibers and resin businesses
through innovative and technology development in materials, products
and applications through efficient, disciplined ,target oriented and cost
effective R&D activities.
Infosys tech.
To be a globally respected company that provides best-in-breed software
solutions by best in class people
TATA tea
To be indias foremost tea based company
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Mission
Reason for existence
Acc to Thompson
mission is the essential purpose of an organisation,concerning particularly why it is in existence ,thenature of businesses it is in and the customers itseeks to serve and satisfy
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Vision vs Mission
Vision is fore ward looking view of organisation what
it wants to become; Mission states what the
organization is and why it exists
Vision emphases on long term concepts; missiondeals with how organization will interact
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Mission and role in strategy
formulation
Deciding direction
Clarify aspirations
Reference point in dealing Integrating organisation and environment
Integrating subsystems
Clear message to outsiders
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Characteristics
Clear
Precise
Feasible
Motivational
Directional
ELEMENTS Organizations self concept
Organizational philosophy
Organizational image
Long term objectives
Nature of business
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Hero-HondaIt is our mission to strive for synergy between technology, systems and
human resources to produce products and services that meet quality,
performance and price aspirations of our customers, while doing so, we
maintain the highest standards of ethics and societal responsibilities. thismission is what drives us to new heights in excellence and helps us to
forge a unique and mutually beneficial relationships with all our
stakeholders. We are committed to move ahead resolutely on this path
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Business definitions
Where to go, what exactly to do.
Focus and differentiation
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textiles
Personal wears Non-wears
Under garmentssareesshirtingssuitings
syntheticssilkcotton
Low pricedHigh priced Medium priced
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Corporate business definitionscompany Business definitionsproducts
Hindustanunilever
Kodak
india
Herocycles
Indian oil
Bharti
airtel
FMCG
CAMERAS
BICYCLES
PETRO
PRODUCTS
TELECOM
To meet everyday needs of people everywherewith branded products
Quality oriented photographic system, appealing
to customers
Functionally valuable bicycles affordable tocommon people
To provide various types of safe and cost
effective energy
To provide multiple forms of reliable, efficient
and inexpensive telecom services.
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Acc. To peter Drucker
1) who is the customer
Where is customer located
How does customer buy
How can customer be reached
2 )what does the customer buy
3)what does customer value
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ABELLS definition
Customer group
Alternatetechnology
Customer function
What is our business is not determined by producer but by consumerby the
want the consumer satisfies when he buys a product/serviceThere is only one boss i.e. customer he can fire anybody in an organisation simply
by spending money somewhere elsesam walton
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Assignment 1
Develop the vision, mission, goals and business
objective along with anticipative and suggestive
plans, for an enterprise of your choice that you arededicated to launch in future. the study needs to be
comprehensive and feasible.
a step towards professional entrepreneurship
THINK LOGICALLY THINK FAST THINK RELIABLY