内容教程成果mission and objectives pre

ACFI3213Week5Lecture

DarrenSparkesMission&ObjectivesReading:IrelandandHitt(1992)‘MissionStatements:Importance,Challenge,andmendationsforDevelopment’(availableonBb,LearningMaterials,AdditionalInformation)Johnson,WhittingtonandScholes(2014)‘ExploringStrategy’,tenthedition,pp107-111PositionAuditMission&ObjectivesEnvironmentalAnalysisCorporateAppraisalStrategicOptionGenerationStrategyEvaluation&ChoiceStrategyImplemen-tationReview&ControlTheRationalPlanningModel3LearningesEvaluatetheroleandcontentsoforganisationalMissionandObjectivesConstructamissionstatementandobjectivesforanorganisationJohnson,Whittington&Scholes

Strategy

‘thelong-termdirectionofanorganisation’

Mission&Objectives“Ifyoudon’tknowwhereyouaregoing,itdoesn’tmattermuchhowyougetthere.”

Direction6InvestorsManagementCommunityGovernmentEmployeesCustomersSuppliersOrganisationalMission&ObjectivesUnionsCompetitorsStakeholders7TERMDEFINITIONEXAMPLE–GETTINGFITMissionOverridingpurposeBehealthyandfitVisionDesiredfuturestateCrossingthefinishlineattheLondonMarathonGoalGeneralstatementofaimorpurposeLoseweight&strengthenmusclesObjectiveQuantificationormoreprecisestatementofgoalLose5Kg’sby31stMarch&runmarathonnextyearStrategyLong-termdirectionExerciseregularly,runlocal½marathons,appropriatedietControlThemonitoringofactionstepstoassesseffectivenessMonitorweight,distances×AHierarchyofObjectives(AdaptedfromJohnson,ScholesandWhittington2005)“Aneffectivemissionstatementdescribesthefirm’sfundamental,uniquepurpose.Animportantpartofthisdescriptionindicateshowafirmisuniqueinitsscopeofoperationsanditsproductorserviceofferings.…Thisproclamationindicateswhattheorganisationintendstoplish,identifiesthemarket(s)inwhichthefirmintendstooperate,andreflectsthephilosophicalpremisesthataretoguideactions.Missionstatementsarealsointendedtoprovidemotivation,generaldirection,animageofthecompany’scharacter,andatone,orsetofattitudes,throughwhichactionsareguided.”Mission(IrelandandHitt(1992)‘MissionStatements:Importance,Challenge,andmendationsforDevelopment’,p35)MissionStatementsPurposeStrategyPolicies&StandardsValuesAshridgeManagementCentre-MissionStatements10FedEx–MissionStatementFedExwillproducesuperiorfinancialreturnsforshareownersbyprovidinghighvalue-addedsupplychain,transportation,businessandrelatedinformationservicesthroughfocusedoperatingcompanies.Customerrequirementswillbemetinthehighestqualitymannerappropriatetoeachmarketsegmentserved.FedExwillstrivetodevelopmutuallyrewardingrelationshipswithitsemployees,partnersandsuppliers.Safetywillbethefirstconsiderationinalloperations.Corporateactivitieswillbeconductedtothehighestethicalandprofessionalstandards.(Accessed16.09.2013)EsteeLauder–MissionStatementTheguidingvisionofTheEsteeLauderCompaniesis"Bringingthebesttoeveryonewetouch".By"Thebest",wemeanthebestproducts,thebestpeopleandthebestideas.ThesethreepillarshavebeenthehallmarksofourCompanysinceitwasfoundedbyMrs.EsteeLauderin1946.Theyremainthefoundationuponwhichwecontinuetobuildoursuccesstoday.(Accessed16.09.2013)AvonCosmetics–MissionStatementTheGlobalBeautyLeaderWewillbuildauniqueportfolioofBeautyandrelatedbrands,strivingtosurpassourcompetitorsinquality,innovationandvalue,andelevatingourimagetoetheBeautycompanymostwomenturntoworldwide.TheWomen'sChoiceforBuyingWewillethedestinationstoreforwomen,offeringtheconvenienceofmultiplebrandsandchannels,andprovidingapersonalhightouchshoppingexperiencethathelpscreatelifelongcustomerrelationships.ThePremierDirectSellerWewillexpandourpresenceindirectsellingandleadthereinventionofthechannel,offeringanentrepreneurialopportunitythatdeliverssuperiorearnings,recognition,serviceandsupport,makingiteasyandrewardingtobeaffiliatedwithAvonandelevatingtheimageofourindustry.(Accessed16.09.2013)AvonCosmetics-continuedTheBestPlacetoWorkWewillbeknownforourleadershipedge,throughourpassionforhighstandards,ourrespectfordiversityandourcommitmenttocreateexceptionalopportunitiesforprofessionalgrowthsothatassociatescanfulfilltheirhighestpotential.TheLargestWomen'sFoundationWewillbeacommittedglobalchampionforthehealthandwell-beingofwomenthroughphilanthropiceffortsthateliminatebreastcancerfromthefaceoftheearth,andthatempowerwomentoachieveeconomicindependence.TheMostAdmiredCompanyWewilldeliversuperiorreturnstoourshareholdersbytirelesslypursuingnewgrowthopportunitieswhilecontinuallyimprovingourprofitability,asociallyresponsible,ethicalcompanythatiswatchedandemulatedasamodelofsuccess.(Accessed16.09.2013)Citigroup–MissionStatement

OurgoalforCitigroupistobethemostrespectedglobalfinancialservicescompany.Likeanyotherpubliccompany,we'reobligatedtodeliverprofitsandgrowthtoourshareholders.Ofequalimportanceistodeliverthoseprofitsandgenerategrowthresponsibly.UndisputedMarketplaceLeadershipHershey–MissionStatement(Accessed16.09.2013)VikingChildCareCenter–

MissionStatementThemissionoftheVikingChildCareCenteristoprovidesafe,affordable,highqualitychildcareforthestudentsofHudsonValleyCommunityCollegeandthecommunity.Indoingso,wesupportfamiliesintheireffortstoreachtheirgoals.TheVikingchildCareCenterprovidesacognitivelybasedprogramforchildrenagessixweekstofiveyears.Weprovideahomelikeenvironmentwherechildrenareencouragedtodevelopattheirownpace.TheVikingstaffiscommittedtothefamiliesweserve,providingsupportandencouragement.(Accessed16.09.2013)Microsoft–MissionStatementAtMicrosoft,weworktohelppeopleandbusinessesthroughouttheworldrealizetheirfullpotential.Thisisourmission.Everythingwedoreflectsthismissionandthevaluesthatmakeitpossible.ThemissionofTheWaltDisneyCompanyistobeoneoftheworld'sleadingproducersandprovidersofentertainmentandinformation.Usingourportfolioofbrandstodifferentiateourcontent,servicesandconsumerproducts,weseektodevelopthemostcreative,innovativeandprofitableentertainmentexperiencesandrelatedproductsintheworld.WaltDisneyCo.–MissionStatement(Accessed16.09.2013)“doingtherightthing...demonstratingacommitmenttoexcellence...demonstratingsmartriskmanagement...actingalwayswithownershipmentality...maximisingshareholdervalue...“(CitedbyJohnson,WhittingtonandScholes,2011,p121)Thisisanextractfromthemissionstatementofwhichcompany???18MissionStatements‘PanAmtakesgoodcareofyou.MarksandSpencer’slovesyou.Securicorcares.IBMsaysthecustomerisking.AtAmstrad,wewantyourmoney.’SirAlanSugar,AmstradandTheApprentice19“...Missionstatementshavenotbeendevelopedinmanyorganisations.Severalfactorsmayaccountforthefailuretodevelopmissionstatements.”Pleaseread:IrelandandHitt(1992)‘MissionStatements:Importance,Challenge,andmendationsforDevelopment’Thiswillhelpyoutoidentifythefactorsthatmayaccountforthefailuretodevelopmissionstatementsandgivesmendationsfordevelopingeffectivemissionstatements.MissionPurposeStrategyPolicies&standardsValuesObjectivesSpecificMeasurableAchievableRelevantTimebasedCONGRUENCEMission&Objectives“Onlyafteramissionstatementhasbeendevelopedcanobjectivesandappropriatestrategiesbeformedproperly…”(Ireland&Hitt,1992)21UniversityCollegeCorkVision:Tobeaworld-classuniversitythatlinkstheregiontotheglobe.Mission:Inanenvironmentwhichgivesparityofesteemtoteaching,learningandresearchandwherestudentsareourhighestpriority,theUniversity’scentralrolesaretocreate,preserveandcommunicateknowledgeandtoenhanceintellectual,cultural,socialandeconomiclifelocally,regionallyandglobally.(Source:Johnson,WhittingtonandScholes2011)UniversityCollegeCorkTargets:Achievefirstyearretentionrateof93%orgreaterIncreasetheproportionofstudentsatpost-graduatelevelfrom19%to30%Increaseflexible/part-timeprovisionto15%ofundergraduateentrants(Source:Johnson,WhittingtonandScholes2011)AretheseSMARTtargets???BritishAirwaysVision:‘TheBAWay’–ServicethatmattersforpeoplewhovaluehowtheyflyGoals/Objectives:‘TheBAWay’outlinesfiveover-ridinggoalswithassociatedmeasures:Profitability,intermsofoperatingmargin(10%target)Customeradvocacy(thenumberofcustomerswhome