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/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Organization's Mission
Vision Mission Goals objectives. Strategies Activities
Strategy formulation Strategy formulation, often referred to
as strategic planning or long-range planning.
It is developing a corporation’s mission, objectives, strategies, and policies.
It begins with situation analysis: the process of finding a strategic fit between corporation and its environment.
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Comprehensive Strategic Management ModelComprehensive Strategic Management Model
Vision &
Mission Statements
ExternalAudit
InternalAudit
Long-TermObjectives
Generate,Evaluate,
SelectStrategies
ImplementStrategies:
Mgmt Issues
ImplementStrategies:Marketing,Fin/Acct,R&D, CIS
Measure &Evaluate
Performance
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Vision & MissionVision & Mission
That business mission is so rarely given adequate thought is perhaps the most important single cause of business frustration.
—Peter Drucker—
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Vision & Mission (ContVision & Mission (Cont’’d)d)
Mission statement answers the question:
“What is our business?”
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Vision & Mission Vision & Mission (Cont(Cont’’d)d)
Vision statement answers the question:
“What do we want to become?”
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Vision & Mission Vision & Mission (Cont(Cont’’d)d)
Many companies develop bothShared vision can motivate
employeesDevelops a commonality of interestsHelps focus on opportunity &
challenge
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Developing Vision & MissionDeveloping Vision & Mission
Clear mission is needed before alternative strategies can be formulated and implemented
Important to have as broad range of participation as possible among managers in developing the mission
Mission includes:
1. What is the business?2. What it does?3. Who it serves?4. Why they do that?5. what are the values?
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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ExamplesExamples
Vision Statement
“The Bellevue Hospital is to be the LEADER in providing resources necessary to realize the community’s highest level of HEALTH throughout life.”بتحقيق“ نفسها تلزم أن يجب األمه هذه أن أعتقد إني
- العقد- هذا انتهاء قبل القمر هدف على رجل بانزال ” كندي جون األرض إلى سالما .1960وإعادته
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Examples Examples (Cont(Cont’’d)d)
Mission Statement
“The Bellevue Hospital, with respect, compassion, integrity, and courage, honors the individuality and confidentiality of our patients, employees, and community, and is progressive in anticipating and providing future health care services.”
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Examples Examples (Cont(Cont’’d)d)
Vision Statement
“The Vision of USGS is to be a world leader in the natural sciences through our scientific excellence and responsiveness to society’s needs.”
-U.S. Geological Survey (USGS)-
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Examples Examples (Cont(Cont’’d)d)
Mission Statement
“The Mission of USGS is to serve the Nation by providing reliable scientific information to
Describe and understand the Earth;Minimize loss of life and property from
natural disasters;Manage water, biological, energy, and
mineral resources; and enhance and protect our quality of life.
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Examples Examples (Cont(Cont’’d)d)
Vision Statement
“It is the vision of the California Energy Commission for Californians to have energy choices that are affordable, reliable, diverse, safe, and environmentally acceptable.”
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Examples Examples (Cont(Cont’’d)d)
Mission Statement
“It is the California Energy Commission’s mission to assess, advocate, and act through public/private partnerships to improve energy systems that promote a strong economy and a healthy environment.”
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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GM Mission Statement
‘The fundamental purpose of GM is to provide products and services of such quality that our customers will receive superior value, our employees and business partners will share in our success, and our stockholders will receive a sustained, superior return on their investment.’
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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االستثمارى االسالمى سيتي بنك رسالة
) البحرين)
يقدم “ بأن االستثمارى االسالمى سيتي بنك يلتزمتوفير خالل من رائدة استثمارية مالية خدماتذات االسالمية المصرفية والخدمات المنتجات
المالية والشركات للمؤسسات المضافة القيمةالشريعة مبادئ حسب وذلك المتميزين والعمالء
” كورب سيتي مؤسسة وسياسة االسالمية
- البلح دير التقنية فلسطين كلية
:الرؤيــــــــــة والوطن باإلنسان ترقى رائدة تقنية جامعة نحو
ويحقق المتجددة المجتمع احتياجات يلبي بماالمستدامة . التنمية
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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- البلح دير التقنية فلسطين كلية
:الرسالـــــــــــة – بتقديم البلح دير التقنية فلسطين كلية تلتزم
إعداد في تساهم متميزة وأكاديمية تقنية برامجتكنولوجيا وتوظيف مؤهلة وطنية مخرجات
المجتمع لخدمة والتطوير والبحث المعلومات . والتطور الرفعة أجل من وبناءة
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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سلطان األمير جامعة
االدارة كلية رسالةعلمية أسس على يقوم متميز تعليم توفير
, والمحاسبة والتسويق المالية العلوم في وعمليةلسوق والمتغيرة السريعة بالمتطلبات يفي
, المستويات مختلف على المنطقة في العمل . القطاعات ولجميع
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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strategic management Prof. Dr. Majed El-Farra 2013
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اإلسالمية الجامعة رسالة
:الرؤيةوالثقافة للمعرفة رائدة علمية منارة اإلسالمية الجامعة
. شاملة مجتمعية نهضة إلحداث االنسانية وخدمة : الجامعة رسالة للنهوض تسعى أكاديمية مؤسسة اإلسالمية الجامعة
المجتمع في والحضارية والثقافية العلمية بالجوانبوالتطور العالي التعليم في الحديثة لالتجاهات مواكبة
في وتساهم العلمي البحث تشجع كما التكنولوجي،اإلسالمية القيم إطار في المجتمع وتنمية األجيال بناء
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/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Characteristics of a MissionCharacteristics of a Mission
According to Vern McGinnis, mission should:
Define what the organization is Broad enough to allow for creative growth Distinguish the firm from all others Serve as framework to evaluate current
activities Stated clearly so that it is understood by all
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Characteristics of a Mission Characteristics of a Mission (Cont(Cont’’d)d)
Effective mission statements:
• Broad in scope• Generate range of feasible strategic alternatives• Not excessively specific• Reconcile interests among diverse stakeholders• Finely balanced between specificity & generality
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Characteristics of a Mission Characteristics of a Mission (Cont(Cont’’d)d)
Effective mission statements:
• Arouse positive feelings and emotions• Motivate readers to action• Generate the impression that firm is
successful, has direction, and is worthy of time, support, and investment
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Characteristics of a Mission Characteristics of a Mission (Cont(Cont’’d)d)
Effective mission statements:
• Reflect judgments : future growth• Provide criteria for selecting strategies• Basis for generating & screening
strategic options• Are dynamic in orientation
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Customer OrientationCustomer Orientation
A good mission statement reflects the anticipations of customers.
Identify customer needs Provide product/service to satisfy
needsAT&T’s mission focuses on communications,
not telephonesExxon’s mission focuses on energy, not on oil
and gas
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Components of MissionComponents of Mission
Mission statements vary in…
Length Content Format Specificity
Must include the 9 elements, as the mission statement is the most public and visible part of the strategic-management process.
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Components of Mission Components of Mission (Cont(Cont’’d)d)
1. Customers2. Products or services3. Markets4. Technology5. Survival, growth, and profitability6. Philosophy7. Self-concept8. Concern for public image9. Concern for employees
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Components of Mission Components of Mission (Cont(Cont’’d)d)
Components of mission and corresponding questions to be answered:
Customers: “Who are the firm’s customers?”
Products or services:“What are the firm's major products or
services?”
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Components of Mission Components of Mission (Cont(Cont’’d)d)
Markets:“Geographically, where does the firm
compete?”
Technology:“Is the firm technologically current?”
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Components of Mission Components of Mission (Cont(Cont’’d)d)
Concern for survival, growth, and profitability: “Is the firm committed to growth and
financial soundness?”
Philosophy:“What are the basic beliefs, values,
aspirations, and ethical priorities of the firm?”
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Components of Mission Components of Mission (Cont(Cont’’d)d)
Self-concept: “What is the firm’s distinctive competence or
major competitive advantage?”
Concern for public image: “Is the firm responsive to social, community, and
environmental concerns?”
Concern for employees: “Are employees a valuable asset of the firm?”
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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When to change mission?
Times change, conditions change.
/ /١٤٤٤ ١٠ ١ strategic management Prof. Dr. Majed El-Farra 2013
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Global PerspectiveGlobal Perspective
Major Challenges in 2000
31%39%24%Incr. flexibility & speed
3%9%26%Competing for talent
38%32%28%Engaging emp. in mission
41%32%29%Reducing costs
16%42%30%Managing alliances
3%28%44%Customer loyalty
JapanEurope
USA
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