1. To understand vision and mission
statements
2. To compare vision and mission
statements for organizations
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• Indicates where an organization is headed
in the future
• Should capture the long-term picture of
what you want your organization to
become
3
• Characteristics of a vision statement
– should be inspirational
– should be memorable
– should reflect
the desires of
investors
– should be
30 words or less
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•
•
•
•
5
Keep the wording realistic
Look ahead five to 10 years
Ensure it is responsive to change
Keep the vision consistent with
the organization’s values
• When engaging in the visioning process,
be alert to the following vision killers
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McDonald’s© Vision Statement
“McDonald’s© vision is to be the
world’s best quick service
restaurant experience.”
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Source: McDonald’s© Website
www.mcdonalds.com/corporate/index.html
State Farm’s© Vision Statement
“Our vision for the future is to be the customer’s
first and best choice in the products and
services we provide. We will continue to be
the leader in the insurance industry, and we will
become a leader in the financial services
arena. Our customers’ needs will determine
our path. Our values will guide us.”
Source: State Farm’s© Website
www.statefarm.com/about/mission.htm
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• Designed to close the gap
between what an
organization is currently
doing and its vision for the
future
• Should say something about
the way an organization
creates value to justify its
existence
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•
When writing a mission statement,
consider three factors:
1. history
2. distinguishing
characteristics
3. environment
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1. History
– Is the organization a corporation,
partnership or sole proprietorship?
– Is the organization for profit or non-profit?
– What accomplishments has the organization
achieved?
– How will the past affect the future?
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2. Distinguishing characteristics
– What does the organization do well?
– What market is the organization in?
– Does the organization have a niche in the
market?
– What makes the organization different from
competitors?
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3. Environment
– What changes in the business world will
affect the organization?
– Is technology going to change the
organization’s market in the near future?
– Will the organization’s geographical location
continue to attract customers and
employees?
– What makes the organization different from
competitors?
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Achievable
• the organization should be able to achieve the mission
• the mission should not be too easy or difficult
Motivational
• the mission should motivate employees in every sector
of the organization
• the mission should be shared and aspired to achieve
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Specific
• the mission should provide direction for all employees
within the organization
Market Focus
• the mission should focus on the overall
market rather than a specific product
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• Convey your organization’s values
• Inspire and motivate your organization toward
objectives, which are fundamental to the
image you wish to establish
• Use long-lasting ideals, not fashionable
statements
• Keep your statements clear and easy to
understand
• Consider the organization’s products,
services, markets, values and concern for
public image
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Hershey© Foods’ Mission Statement
“Our mission is to be a focused food company
in North America and selected international
markets and a leader in every aspect of our
business. Our goal is to enhance our #1
position in the North American confectionery
market, be the leader in U.S. chocolaterelated grocery products, and to build
leadership positions in selected international
markets.”
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Source: Hershey© Food’s Website
www.hersheys.com/about/mission.shtml
Merck’s© Mission Statement
“The mission of Merck is to provide society with
superior products and services by developing
innovations and solutions improving the
quality of life and satisfying customer needs,
and to provide employees with meaningful
work and advancement opportunities and
investors with a superior rate of return.”
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Source: Merck’s© Website
www.merck.com/about/mission.html
1. What is the difference between a vision and a
mission statement?
2. What should you consider when writing a
mission statement?
3. List the four characteristics a mission statement
should have.
4. List two tips for writing a mission statement.
5. List two tips for writing a vision statement.
6. List three vision killers.
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Adams, Don. “The Pillars of Planning: Mission, Values, Vision”. National
Endowment for the Arts Publications.
http://arts.endow.gov/pub/Lessons/Lessons/ADAMS.html
The Alliance. http://www.allianceonline.org/faqs.html.
McNamara, Carter. “Basics of Developing Mission, Vision and Values
Statements”. Management Assistance Program for Non-Profits.
http://www.mapnp.org/library/plan_dec/str_plan/stmnts.htm.
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