STRATEGIC INTENT

1.VISION

2.MISSION

3.OBJECTIVES

4.GOALS
A Strategic vision is a road map of a
company’s future – providing specifics
about TECHNOLOGY and CUSTOMER
FOCUS, the GEOGRAPHIC AND PRODUCT
MARKETS to be pursued, the capabilities it
plans to develop, and the kind of company
that management is trying to create.
Defining Vision

“description of something in the future”

Vision:
•Vision implies the blueprint of the company’s
future position.
•It describes WHERE the organisation wants
to land.
•It depicts the organisation’s aspirations and
provides a glimps of what the organization
would like to become in future.
•Every sub system of the organization is
required to follow its vision.
 Vision Statement
Amazon’s vision statement is “To be Earth’s most
customer-centric company, where customers can find
and discover anything they might want to buy online.”
This vision statement underscores the organization’s main
aim of becoming the best e-commerce company in the
world.

The following components or characteristics are

emphasized in Amazon’s vision statement:
 Global reach
 Customer prioritization
 Widest selection of products
 vision statement is
“to create the most compelling car company of the
21st century by driving the world’s transition to electric
vehicles.”
This corporate vision emphasizes the company’s focus on
renewable energy. Specifically, the corporation addresses
the electric vehicle market as a major avenue for facilitating
growth of the global renewable energy market. The
following components are significant in Tesla Inc.’s vision
statement:
 Most compelling
 Car company
 21st Century
 The world’s transition to electric vehicles
 Vision Statement
Microsoft Corporation’s vision statement is “to help
individuals and businesses realize their full potential.”
This vision statement is based on the value of the
company’s computer technology and software products.
Microsoft’s vision statement has the following significant
components:
 Individuals and businesses
 Help realize
 Full potential
Essentials of a strategic vision
•The entrepreneurial challenge in developing a strategic
vision is to think creatively about how to prepare a
company for the future.

•Forming a strategic vision is an exercise in intelligent

entrepreneurship.

•A well-articulated strategic vision creates enthusiasm

among the members of the organisation.

•The best-worded vision statement clearly illuminates

the direction in which organization is headed.
1. Value created - A business vision should aim high and represent
the creation of maximum value for its customers.
2. Inspirational, motivational, bold - A business vision statement
should inspire and motivate the business team, partners, and
customers. It should represent a worthy, reach out aspiration.
3. Realistic, feasible aspirations - The vision should be realistic
and compatible with the core competencies of the business.
The team should believe they can deliver on the vision.
4. Futuristic, longevity - The business vision should stand up for a
long time in the face of business and cultural trends.
5. Simple, clear - Business vision statements should be simple and
provide clarity and focus.
6. Unique - A vision should be unique and distinguish the business
from others.
7. Market perception - The vision statement should represent and
promote the business in the market place.
8. Memorable, engaging wording - The wording of the vision
statement should be easy to remember.
Audacious: Your vision represents a dream that’s beyond what you
think is possible. It represents the mountaintop your company is
striving to reach. Visioning takes you out beyond your present
reality.
Capitalizes on core competencies: Your vision builds on your
company’s core competencies. It builds on what you’ve already
established: company history, customer base, strengths, and
unique capabilities, resources, and assets.
Future casting: Your vision provides a picture of what your
business looks like in the future.
Inspiring: Your vision engages language that inspires. It creates a
vivid image in people’s heads that provokes emotion and
excitement. It creates enthusiasm and poses a challenge.
Motivating: Your vision clarifies the direction in which your
organization needs to move and keeps everyone pushing forward
to reach it.
Purpose-driven: Your vision gives employees a larger sense of
purpose, so they see themselves as building a cathedral instead of
laying stones.
BENEFITS OF HAVING A VISION
When communicated effectively a business vision
statement will:
1. Provide guiding requirements for decision
making throughout the business decision
network
2. Create value for all stakeholders, including
customers
3. Build alignment and commitment at all levels of
the organization
4. Facilitate constructive change
5. Serve as a roadmap for future decisions
6. Inspire and motivate action even through tiring
details
7. Prepare the business for the future.
VISION AND MISSION
STATEMENT
 Mission
A company’s mission statement
is typically focused on its present
business scope – “who we are
and what we do”. Mission
statements broadly describe an
organizations present
capabilities, customer focus,
activities, and business makeup.
Mission
Organizations relate their existence to satisfying
a particular need of the society. They do it in
terms of their mission.

Mission is a statement which defines the

role that an organization plays in a society.

 It refers to the particular need of that society

for instance, its information needs.
Defining Mission

“purpose or reason for the

organization’s existence.”

“mission is an enduring statement

of purpose that distinguishes one
firm from other similar firm.”
Tesla’s mission statement was “to accelerate
the world’s transition to sustainable
transport.” However, in mid-2016, under Elon
Musk’s leadership, the company changed the
corporate mission to “to accelerate the world’s
transition to sustainable energy.”

 To accelerate
 The world’s transition
 To sustainable energy
Amazon’s mission statement is as follows: “We
strive to offer our customers the lowest
possible prices, the best available selection,
and the utmost convenience.” This mission
statement promises an attractive e-commerce
service to satisfy customers’ needs. The
following components or features are
identifiable in Amazon’s mission statement:
 Lowest prices
 Best selection
 Utmost convenience
BURGER KING’S mission statement is to
“offer reasonably priced quality food, served
quickly, in attractive, clean surroundings.” This
mission statement indicates the kind of outputs
expectable from the organization. With regard
to Burger King’s business, this mission
statement has the following main points:
oReasonable prices
oQuality food
oQuick service
oAttractive, clean surroundings
Nike official mission statement is “to
bring inspiration and innovation to every
athlete in the world.”
This mission statement represents the
company’s strategic goal of reaching out to the
global sports shoes, apparel and equipment
market. The following main components are in
Nike’s mission statement:
 Inspiration
 Innovation
 Every athlete in the world
Example Mission Statement:

NewPort News Shipbuilding

“We shall build good ships here

– at a profit if we can – at a loss if
we must – but always good ships”
Characteristics
1. Feasible
2. Precise
3. Clear
4. Motivating
5. Distinctive
6. Indicates major components of strategy
Need for an explicit mission
To ensure unanimity of purpose within the
organization.

To provide a basis for

motivating the use of the
organizations resources.
To develop a basis, or
standard, for allocating
organizational resources.

To establish
To serve a general
as a focal point for thosetone or
who can
organization
identify with the organization’s purpose and
climate.
Mission Statement

“A mission statement is an enduring

statement of purpose that distinguishes
one business from other similar firms.
A mission statement identifies the scope
of a firm’s operations in product and
market terms.”
BSNL mission

“To provide world class state of art technology

telecom services to its customers on
demand at competitive prices.

To provide world class telecom

infrastructure in its area of operation and to
contribute to the growth of country’s economy.”
The mission statement of an organization is normally

short, to the point, and contains the following

elements:

Provides a concise statement of

why the

organization exists, and what it is to achieve;

States the purpose and identity

of the organization;

Defines the institution's values and philosophy;

and
Formulating mission

1. What is the basic purpose of your organization?

2.What is unique about your organization?
3.What is in your company that will make it stand
out in a crowd?
4.Whoare, and who should be, your
principal
customers?
5.What are the basic beliefs, values
and philosophical priorities of your firm?
Goals
 Goal

Goal is defined as an “intermediate result

to be achieved by a certain time as part of
the grand plan . A plan can, there for have
many goals.”
Goals are short term (one year or less)
milestones or bench marks that organizations must
achieve in order for long term long term
objectives to be reached.

Goals should be measurable, quantitative,

challenging, realistic, consistent and prioritized.
A set of goals is needed for each
objective that is established in an
organization.
Objectives are organization’s performance targets –
the results and outcomes it wants to achieve. They
function as yardsticks for tracking an organization’s
performance and progress.
following characteristics:
1. Objectives should define the organization’s relationship with its
environment.
2. They should be facilitative towards achievement of mission and
purpose.
3. They should provide the basis for strategic decision-making.
4. They should provide standards for performance appraisal.
5. They should be concrete and specific.
6. They should be related to a time frame.
7. They should be measurable and controllable.
8. They should be challenging.
9. Different objectives should correlate with each other.
A NEED FOR BOTH SHORT-TERM AND LONG-TERM
OBJECTIVES:
Long-term objectives: To achieve long-term prosperity,
strategic planners commonly establish long-term objectives
in seven areas.

Profitability.

Productivity.

Competitive Position.

Employee Development.

Employee Relations.

Technological Leadership.

Public Responsibility.
OBJECTIVES SHOULD BE : OBJECTIVES ARE
Quantitative, COMMONLY
Measurable, STATED IN TERMS
Realistic, SUCH AS:
Understandable, growth in assets,
Challenging, growth in sales,
Hierarchical, profitability,
Obtainable, And market share,
Congruent among nature of
organizational units. diversification,
Each objective should also be degree and nature of
associated with a time line vertical integration,
earnings per share,
social responsibility.