MISSION, VISION, &
STATEMENT OF PURPOSE
MISSION
A
Mission Statement defines the
organization's purpose and primary
objectives. Its prime function is to
define the key measure or measures
of the organization’s success.
Developing the Mission Statement
Organizations develop mission statements because
they want:





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To consolidate efforts around one purpose
To motivate the effective use of resources, both financial
and non-financial
To clearly define the planning path
To provide a framework for decision making and control
To set expectations for results and outcomes
To establish a functional organizational tone and climate
Defining the Mission Statement

The Mission Statement should define:
Products and services provided
 Customers that will be served
 How the products and services will be provided
 The results that are expected

Elements of a Mission Statement

“What We Do, Who We Do It For, How We Do It and Why We Do It”.
What
we do
Who
we do it
for
What is defined?
Example
defines the primary
product or service
We sell real estate
We manufacture and sell professional quality
cameras
We harvest, process, and distribute wood
products
defines the customers
and the market, who the
customers are and
where they are located
To customers from world-wide sources who
wish to locate in Vancouver
To customers in every city of the world
To wholesale distributors in western Canada
Elements of a Mission Statement
How we
do it
Why we
do it
defines the principle
technologies used, the
ethics and business
principles and the
organizational
philosophies
By employing the highest ethical principles
By treating every customer with respect
By utilizing e-commerce to its fullest potential
By valuing employees, their diversity and their
contribution to the organization
By remaining committed to continuous growth
in new markets
Defines the results
expected from a variety
of dimensions
Which will maximize the financial value of the
organization for stockholders
Which will minimize the impact of operations on
the natural environment
Which will ensure a solid foundation of satisfied
customers for years to come
Which will maintain our position as leading
edge service providers
Example Sporting Goods Store

To provide high quality, leading edge sports
equipment and clothing to the aggressive North
American sports enthusiast in a convenient,
dynamic and service friendly environment that
will create a loyal and satisfied customer base,
which will ensure the long term prosperity of the
company.
Example City Management Team

To protect and enhance the economic and social well being
of the city for generations to come by engaging in
responsible decision-making, being fiscally accountable,
striving for excellence in program and service delivery and
consulting openly with community stakeholders on every
aspect of our business. We are, above all else, committed to
maximizing the satisfaction of taxpayers in our city.
Example Dairy Farm

To create a long range financially stable
organization by effectively using technologies
that minimize operating costs and maximize
product quality and availability to the local
wholesale market while at the same time
exploring revenue opportunities outside of the
local market.
MISSION STATEMENT CREATION
1)
First, identify your organization’s “winning idea”what makes your organization stand out from its
competitors & is the reason that customers will
choose your organization over others.
2)
Second, identify the key measures of your success.
(What is it that your organization has that others
don’t?).
3)
Create a measurable goal by combining steps 1 & 2.

REMEMBER: A Mission Statement should be
concise and precise which expresses your ideas,
measures and desired result.
SOURCE: http://www.mindtools.com/pages/article/newLDR_90.htm
EXAMPLE

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Winning Idea  Farm Freshness
Two Key Measures of Success  Freshness &
Customer Satisfaction
The mission statement of Farm Fresh Produce is:
“To become the number one produce store in Main
Street by selling the highest quality, freshest farm
produce, from farm to customer in under 24 hours
on 75% of our range and with 98% customer
satisfaction.”

SOURCE: http://www.mindtools.com/pages/article/newLDR_90.htm
VISION
 Vision
Statements also define the
organizations purpose, but this time they do
so in terms of the organization’s values
rather than bottom line measures (values are
guiding beliefs about how things should be
done.) The vision statement communicates
both the purpose and values of the
organization.
SOURCE: http://www.mindtools.com/pages/article/newLDR_90.htm
Defining “Stakeholders” so a
“Vision” can be written
STAKEHOLDER
RESPONSIBILITY AND ACCOUNTABILITY
Stockholders/
To provide long term financial returns that fairly
Investors
Customers
compensate investors for risks
To provide high quality and safe products and
services that represent fair value for the price
paid.
Defining “Stakeholders” so a
“Vision” can be written
Employees
To provide a safe and nurturing workplace that
fairly compensates people for the value they
bring to the organization and to provide people
with the opportunity to realize their personal
potential.
Suppliers
To provide a professional relationship in
contracting for and purchasing supplies and
services, and a prompt completion of trade
obligations.
Creditors
To ensure that debts are secure and protected
and that payment obligations are met promptly.
Defining “Stakeholders” so a “Vision” can
be written
Competitors
To observe fair business practices and to treat the
competition as the business itself wishes to be treated.
Government
To adhere to the letter and intent of laws governing
business practices such as fair competitive practices
and anti-trust laws, and to honestly calculate and pay
promptly all forms of taxes.
Local
Community
To have employees involved in community initiatives,
to employ people from the local community and to
conduct business in the best interest of the liveability
of the community
General Public
To participate in and contribute to society as a whole
by assuming a fair proportion of the burden of
government and society and by promoting the growth
of the economic system.
The vision statement should define:
Who you are and what business you are in
 What you provide to your customers, not in terms
of specific products, but more in terms of their
experience
 How you provide your products and services

I wish to be viewed by my stakeholders as..
Example vision statement for a
Sporting Goods Store

We are aggressive sporting goods retailers
offering the ultimate shopping experience to our
customers through leading edge distribution
channels.
Example vision statement for a City
Management Team

We strive to have the most appealing, livable and
well managed city in Canada
Example vision statement for a
Dairy Farm

Quality and freshness are the core of our
business which involves providing the complete
range of dairy products to wholesale markets.
VISION STATEMENT CREATION


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First identify your organization’s mission. Then
uncover the real, human value in that mission.
Next, identify what you, your customers and
other stakeholders will value most about how
your organization will achieve this mission.
Combine your mission and values, and polish the
words until you have a vision statement
inspiring enough to energize and motivate
people inside and outside your organization.
SOURCE: http://www.mindtools.com/pages/article/newLDR_90.htm
EXAMPLE
Earlier example of produce:
 4 most important things owner identifies are:

freshness
 healthiness
 tastiness
 “local-ness” of the produce.

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“We help the families of Main Town live happier
and healthier lives by providing the freshest,
tastiest and most nutritious local produce: From
local farms to your table in under 24 hours.”
SOURCE: http://www.mindtools.com/pages/article/newLDR_90.htm
MORE EXAMPLES…
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Mission:
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“As a non-profit organization, our mission is to build a
strong foundation for aspiring young students who wish to
achieve their dreams in order to become future leaders.
We will accomplish this by building personal relationships
with our applicants in a professional yet inviting
environment to ensure a successful interview experience.”
Vision:

“Our non-profit organization is THE answer for eager
students who are determined, goal-oriented and show
strong potential who wish to pursue higher education
without the financial burden.”
Source: http://www.timethoughts.com/goalsetting/SampleMissionVisionStatements.htm
STATEMENT OF PURPOSE

Your purpose behind your organization.

Example:

“We will provide full scholarships for financially meritable
students who demonstrate a willingness in pursuing higher
education and who maintain a minimum grade point
average of 2.0 along with a personal letter of interest. We
are committed in giving students a positive outlook for
their future so they may have the same opportunities and
experiences as their peers. In addition, to enhance the
changes of receiving this scholarship, a portfolio containing
honors or any exceptional work completed over the years
would be a great addition to the interview.”
Developing Values

Figure 2.4
Examples of Organizational Values
EXAMPLE
How employees
will be treated
and how they
will treat each
other
How customers
and
stakeholders
will be treated
Employees will be recognized for the contribution they make
to our success
Employees will be provided with opportunities for
advancement based on skill and commitment
Wherever possible promotion will occur from within
We care for and respect the rights of our fellow employees
We ensure that our customer’s positive experience is a
priority in every encounter
We will be consultative in our dealings with stakeholders and
we will listen to their views
We will make every effort to operate in the best interest of all
stakeholders
Examples of Values
Which values
people will use
to govern how
they work
How the values
will relate to
organizational
success
We will be open with each other so that petty differences
don’t go unresolved
We will strive to keep our work fun
We will challenge what does not make sense
We will be open and receptive to the views of subordinates
and superiors
We will be willing to try everything that makes sense
We will constantly strive to enhance the efficiency and
effectiveness of our organization
We will nurture and develop our shared values for the benefit
of the organization
MISSION, VISION AND VALUES, - Where to from
here?

Using the Vision, Mission and Values we must
now create implementation plans that deliver
measurable results so that we can become a
dynamic and proactive organization that will
take advantage of opportunities and effectively
deal with the challenges that the future has to
offer.
You can use a company’s mission,
vision, & statement of purpose for
your Cover Letters and Resume!
 Example:
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If a company’s mission is to:
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"To provide high quality products that
combine performance with value
pricing, while establishing a
successful relationship with our
customers and our suppliers.”
You should state your past
experience with customers & your
successful relationship with them
from previous jobs/internships.
GREAT WEBSITES!!!
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
http://www.quickmba.com/strategy/vision/
http://www.timethoughts.com/goalsetting/Sample
MissionVisionStatements.htm
Examples
Examples: Mission and Vision Statements
Microsoft Corporation
Empower people
through great software
anytime, anyplace, and
on any device.
Examples: Mission and Vision Statements
Intel
Our vision: Getting to a billion connected computers
worldwide, millions of servers, and trillions of dollars of
e-commerce. Intel’s core mission is being the building
block supplier to the Internet economy and spurring
efforts to make the Internet more useful. Being
connected is now at the center of people’s computing
experience. We are helping to expand the capabilities
of the PC platform and the Internet.
Examples: Mission and Vision Statements
Otis Elevator
Our mission is to provide any customer a means of
moving people and things up, down, and sideways
over short distances with higher reliability than
any similar enterprise in the world.
Avis Rent-a-Car
Our business is renting cars. Our mission is total
customer satisfaction.
Examples: Mission and Vision Statements
(a unique grocery store chain)
Our mission: To give our customers the best
food and beverage values that they can find
anywhere and to provide them with the
information required for informed buying
decisions. We provide these with a dedication to
the highest quality of customer satisfaction
delivered with a sense of warmth, friendliness,
fun, individual pride, and company spirit.
Examples: Mission and Vision Statements
American Red Cross
The mission of the American Red Cross
is to improve the quality of human life; to
enhance self-reliance and concern for
others; and to help people avoid,
prepare for, and cope with emergencies.
Examples: Mission and Vision Statements
3Com
Our mission is to connect more people and
organizations to information in more innovative,
simple, and reliable ways than any other
networking company in the world. Our vision of
pervasive networking is of a world where
connections are simpler, more powerful, more
affordable, more global, and more available to all.
Examples: Mission and Vision Statements
Ritz-Carlton Hotels
The Ritz-Carlton Hotel is a place where the genuine
care and comfort of our guests is our highest mission.
We pledge to provide the finest personal service and
facilities for our guests who will always enjoy a warm,
relaxed yet refined ambiance.
The Ritz-Carlton experiences enlivens the senses,
instills well-being, and fulfills even the unexpressed
wishes and needs of our guests.
Examples: Mission and Vision Statements
To be America’s best quick service restaurant chain. We
will provide each guest great tasting, healthful,
reasonably priced fish, seafood, and chicken in a fast,
friendly manner on every visit.
The mission is to extend and enhance human life by
providing the highest quality health and personal care
products. We intend to be the preeminent global
diversified health and personal care company.
Examples: Mission and Vision Statements
Eastman Kodak
We are in the picture business.
Wit Capital
(an Internet startup company)
Our mission is to be the premier Internet
investment banking firm focused on the offering
and selling of securities to a community of online
individual investors.
More examples
Business Mission: Cardinal Health
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Cardinal Health is a leading provider of
services supporting health care worldwide.
The company offers a broad array
of services for health-care providers
and manufacturers to help them improve
the efficiency and quality of health care.
These services include pharmaceutical
distribution, health-care product manufacturing
and distribution, drug delivery systems
development, . . . , retail pharmacy franchising,
and health-care information systems
development.
Business Mission:
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JDS Uniphase is the leading provider of advanced
fiber optic components and modules.
These products are sold to the world’s
leading telecommunications and cable
television system providers . . .
Our products perform both optical-only functions
and optoelectronic functions within fiber option
networks.
Our products include semiconductor lasers, . . . , and
isolators for fiber optic applications.
In addition, we design, manufacture, and market
laser subsystems for a broad range of OEM
applications, which include . . .
Business Mission: Russell Corp.
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Russell Corporation is a vertically integrated
international designer, manufacturer, and
marketer of athletic uniforms, . . . , and a
comprehensive line of lightweight, yarn-dyed
woven fabrics.
The Company’s manufacturing operations
include the entire process of converting raw
fibers into finished apparel and fabrics.
Products are marketed to sporting goods
dealers, department and specialty
stores, mass merchandisers, . . . ,
and other apparel manufacturers.
Business Mission: The McGraw Hill Companies
(a diversified firm)

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The McGraw-Hill Companies is a global publishing,
financial, information and media services company
with such renowned brands as Standard & Poor’s,
Business Week, and McGraw-Hill educational
and professional materials.
The Company provides information via various
media platforms: books, magazines and newsletters;
on-line; via television, satellite and FM sideband
broadcast; and software, videotape, facsimile and
CD-ROM products.
The Company now creates more than 90 % of its
information on digital platforms and its business
units are represented on more than 75 Web sites.
Business Mission: FDX Corporation
(a diversified firm)
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FDX is composed of a powerful family of companies: FedEx,
RPS, Viking Freight, FDX Global Logistics and Roberts
Express.
These companies offer logistics and distribution solutions on
a regional, national and global scale: fast, reliable, timedefinite express delivery; . . . expedited same-day delivery; . . .
; and integrated information and logistics solutions
With all this expertise under one umbrella, the FDX
companies can provide businesses with
the
competitive advantage they need by
providing
streamlined solutions that are
on the cutting
edge of technology.
Example: Mission Statement
Pfizer Inc.
Pfizer is a research-based, global pharmaceutical
company.
We discover and develop innovative, value-added
products that improve the quality of life of people
around the world and help them enjoy longer, healthier,
and more productive lives.
The company has three business segments: health
care, animal health and consumer health care. Our
products are available in more than 150 countries.
Example: Mission Statement
Apple Computer
Apple Computer, Inc., ignited the personal computer
revolution in the 1970s with the Apple II, and
reinvented the personal computer in the 1980s with the
Macintosh.
Apple is now committed to its original mission--to
bring the best personal computing products and
support to students, educators, designers, scientists,
engineers, business persons and consumers in over
140 countries around the world.
Example: Mission Statement
The Gillette Company
The Gillette Company is a globally focused consumer
products company that seeks competitive advantage in
quality, value-added personal care and personal use
products. We compete in four large, worldwide businesses:
personal grooming products, consumer portable power
products, stationery products and small electrical
appliances.
As a company, we share skills and resources among
business units to optimize performance. We are committed
to a plan of sustained sales and profit growth that
recognizes and balances both short- and long-term
objectives.
Example: Mission Statement
The Gillette Company
Our mission is to achieve or enhance clear leadership, worldwide, in
the existing or new core consumer product categories in which we
choose to compete. Current core categories are:
 Male grooming products - blades and razors, electric shavers,
shaving preparations and deodorants . . .
 Female grooming products - wet shaving products, hair removal
and hair care appliances and deodorants . . .
 Alkaline and specialty batteries and cells.
 Writing instruments and correction products.
 Certain areas of the oral care market - toothbrushes . . .
 Selected areas of the high-quality small household appliance
business - coffeemakers . . .