Mission
The term
mission has a specific meaning as applied to corporate or strategic management. A
mission is the purpose of an organization - the reason why the organization exists.
Experts on strategic management advice companies to thing seriously about and what their
mission and document in a mission statement. Such a mission statement could
include:
- A Vision: This is the a picture of the
kind of future the company envisages for itself for a significant period of
time.
- Strategic Intent: A statement
of the desired future state or aspirations of the company that motivates all the
employees of the company. - Main Activities of the
organization and the kind of position it wants to attain. The position to be attained
may be described in terms as the 'leader' or the
'best'. - Key values of the organization: This will
describe in particular its attitude toward different stakeholder
groups.
Goal
In
strategic management the term goal is used to refer to a general aim. This goal needs to
be in line with the company's mission statement. It could be stated in general terms or
can be more specific and stated in quantitative
terms.
Given below are Mission statement and of British
Airway (Johnson and Scholes, 2004, p.
14).
Mission
To
be undisputed leaders in the world travel. We are passionately committed to excellence
and to the highest level of customer
satisfaction.
Goals
- The
customers' choice - the airlines of first choice in our key
markets. - Strong profitability - meeting investor
expectations and securing the future. - Truly global -
global network, global outlook: recognized everywhere for superior value in the
world. - Inspired people - inspired team of people,
building and benefiting from the company's
success.
Reference:
Johnson,
G and Scholes, K. 2004, Exploring Corporate Strategy, Sixth Edition, Prentice-Hall, New
Delhi.
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