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VISION, MISSION,

GOALS,
OBJECTIVES,
PLANS

LONG TIME
HORIZON

GENERAL (MOST
INTEGRATIVE)

VISION
MISSION
GOALS
OBJECTIVES

PLAN
SPECIFIC

SHORT TIME
HORIZON

VISION
A vision is a goal that is
massively inspiring,
overarching and long
term.
It represents a
destination that is driven
by and evoke passion.
A vision may or may not
succeed; it depends on
whether everything else
happens according to a
firms strategy.

WHY VISION FAILS?

The Walk Doesnt Match the Talk


Irrelevance Unrelated to environmental
threats or opportunities
Not the Holy Grail Only one elusive solution
Too Much Focus Leads to Missed
Opportunities
An Ideal Future Irreconciled with the Present

VISION
To be the happiest
place on earth.

VISION

Become the
Company most
known for changing
the worldwide poorquality image of
Japanese products

VISION
"To bring inspiration
and innovation to
every athlete
in the world"
If you have a
body, you are an
athlete.

VISION FAILS ?
In 1992, Kun-Hee Lee, chairman of South
Koreas Samsung Group, created a bold
strategy to become one of the 10th largest car
manufacturers by 2010. Seduced by the clarify
of vision, Samsung bypassed staged entry
through a joint venture or initial supply
contract. Instead, Samsung borrowed heavily
to build a state-of-the-art research and design
facility and erect a greenfield factory,
complete with cutting edge robotics. Samsung
Auto suffered operating losses and crushing
interest charges from the beginning. And
within a few years the business was divested
for a fraction of the initial investment.

VISION

MISSION
Purpose or reason
It is essential purpose
for the organizations
of organization.
existence

It answers why the


organization is in
Essential purpose of
existence.
the organization,
concerning
It is the basis of
particularly why it is
awareness
of
a
sense
in existence, the
of purpose.
nature of the
business it is in, and It fits its capabilities
the customers it
and the opportunities
seeks to serve and
which the environment
satisfy (Thompson)
offers
(Hynger & Wheelen)

MISSION
Purpose or reason
It is essential purpose
for the organizations
of organization.
existence

It answers why the


organization is in
Essential purpose of
existence.
the organization,
concerning
It is the basis of
particularly why it is
awareness
of
a
sense
in existence, the
of purpose.
nature of the
business it is in, and It fits its capabilities
the customers it
and the opportunities
seeks to serve and
which the environment
satisfy (Thompson)
offers
(Hynger & Wheelen)

MISSION STATEMENTS :

"We create happiness by providing


the finest in entertainment for
people of all ages, everywhere."

"To experience the joy of


advancing and applying
technology for the benefit
of the public."

"To lead in corporate


citizenship through proactive
programs that reflect caring
for the world family of Nike,
our teammates, our
consumers, and those who
provide services to Nike"

GOALS
Goals are statements we make about the
future for your business.
They represent our aspirations for it. We
might say, We seek to be the most
widespread widget maker in the country.
This statement demonstrates that we have
lofty plans for our business, but it does not
say specifically how we can meet our goal.

OBJECTIVES
Objectives are the exact steps our company must take
to reach its goals.
They are written without emotion, and they are
typically measurable and quantifiable.
They also are realistic and attainable and have an
associated timeline.
For example, an objective for the goal statement of
being the most widespread widget maker in the
country might be, We will increase our sales by 3
percent in each quarter of this year in each region in
which we currently operate. Another objective might
be, We will open new branches and plants in two
states per quarter this year.

OBJECTIVES MUST BE

SPECIFIC

MEASURABLE

APPROPRIATE

REALISTIC

TIMELY

bjectives

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