Organization Objectives &
Stakeholders
Chapter 3 & 4
1.3 Organizational Objectives
1.4 Stakeholders
Vision Statement
 A statement of what the organization
would like to achieve or accomplish in
the long term.
McDonald’s Vision Statement:
“Where the world buys more
McDonald’s than any other
fast food.”
Mission Statement
 A statement of the business’s core aims,
phrased in a way to motivate
employees and stimulate interest
by outside groups.
McDonald’s Mission Statement:
“McDonald’s aims to be the world’s best quick
service restaurant experience. Being the
best means providing outstanding quality,
service, cleanliness and value so that we
make every customer in every restaurant
smile.”
Difference of Vision vs Mission
Vision statement describes the future if the
mission is accomplished.
Mission statement outlines the purpose of
the organization.
What we do
For whom we do it
What is the benefit
MPHS Mission Statement
We exist to inspire students with a
passion for learning and a commitment
to personal integrity and academic
excellence. Students will be
empowered to become self-confident,
creative, socially responsible and
globally aware for learning.
Objectives
Contain the details of how a company is
going to achieve its mission.
Strategic Objectives
Tactical Objectives
Strategic Objectives
Broadly defined targets, high-risk, longterm, set by board of directors or senior
management, difficult to reverse course
Tactical Objectives
Short or medium-term goals that must be
achieved for an organization to meet its
strategic objectives
SMART
 Effective objectives are SMART
Specific
Measurable
Achievable
Realistic or Relevant
Time Specific
Ethical Objectives
Objectives based upon a moral code for a
business. “Doing the right thing” while
conducting business.
Is a business being socially responsible
and at what cost?

Does ethics guide the
business decisions?
Stakeholders
Not to be confused with Shareholders.
Shareholders own a share in the
company.
Stakeholder is anyone
with an interest in the
business activity.
Stakeholders
 Internal Stakeholders:
Employees
Managers
Shareholders
 External Stakeholders:
Suppliers
Customers
Government
Special Interest Groups
Banks and creditors, pressure groups
Corporate Responsibility
 Environmental Audit:
pollution generation
energy use
recycling programs
 Social Audit:
health and safety records
contributions to community & charities
conducting business with ethical sources
employee benefit schemes

Not included: Financial concerns
Activity
 Go to www.samples-help.org.uk
1. Select a corporate mission statement
2. Evaluate its usefulness
Does it address/answer:
What do we do
For whom do we do it
What is the benefit
3. How will it affect or impact three different
stakeholder groups?