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    Manajemen Stratejik PPT 2

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    Aaron jonathan
    The document discusses mission statements, their purpose, characteristics, and components. A mission statement declares an organization's reason for existing and answers what business it is in. Good mission statements are broad enough to allow flexibility but specific enough to provide guidance. They consider an organization's diverse stakeholders and are enduring but not overly detailed. The document also provides examples of mission statements and evaluates them based on commonly used components such as customers, products, markets, and commitment to employees and communities.

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    Manajemen Stratejik PPT 2

    Uploaded by

    Aaron jonathan
    10 views4 pages
    The document discusses mission statements, their purpose, characteristics, and components. A mission statement declares an organization's reason for existing and answers what business it is in. Good mission statements are broad enough to allow flexibility but specific enough to provide guidance. They consider an organization's diverse stakeholders and are enduring but not overly detailed. The document also provides examples of mission statements and evaluates them based on commonly used components such as customers, products, markets, and commitment to employees and communities.

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    Manajemen Stratejik ppt 2

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    The document discusses mission statements, their purpose, characteristics, and components. A mission statement declares an organization's reason for existing and answers what business it is in. Good mission statements are broad enough to allow flexibility but specific enough to provide guidance. They consider an organization's diverse stakeholders and are enduring but not overly detailed. The document also provides examples of mission statements and evaluates them based on commonly used components such as customers, products, markets, and commitment to employees and communities.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    10 views4 pages

    Manajemen Stratejik PPT 2

    Uploaded by

    Aaron jonathan
    The document discusses mission statements, their purpose, characteristics, and components. A mission statement declares an organization's reason for existing and answers what business it is in. Good mission statements are broad enough to allow flexibility but specific enough to provide guidance. They consider an organization's diverse stakeholders and are enduring but not overly detailed. The document also provides examples of mission statements and evaluates them based on commonly used components such as customers, products, markets, and commitment to employees and communities.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    • Mission Statement (1 of 2)

    • A declaration of an organization’s “reason for being.”

    • It answers the pivotal question “What is our business?”

    • It is essential for effectively establishing objectives and formulating strategies.

    • Mission Statement (2 of 2)

    • It reveals what an organization wants to be and whom it wants to serve

    • It is also called a creed statement, a statement of purpose, a statement of philosophy, a


    statement of beliefs, and a statement of business principles

    • Characteristics of a Mission Statement (1 of 4)

    • A good mission statement allows for the generation and consideration of a range of feasible
    alternative objectives and strategies without unduly stifling management creativity.

    • A mission statement needs to be broad to reconcile differences effectively among, and


    appeal to, an organization's diverse stakeholders

    • Characteristics of a Mission Statement (2 of 4)

    • Stakeholders

    – include employees, managers, stockholders, boards of directors, customers,


    suppliers, distributors, creditors, governments (local, state, federal, and foreign),
    unions, competitors, environmental groups, and the general public.

    • Characteristics of a Mission Statement (3 of 4)

    1. Broad in scope; does not include monetary amounts, numbers, percentages, ratios, or
    objectives

    2. Fewer than 150 words in length

    3. Inspiring

    4. Identifies the utility of a firm’s products

    5. Reveals that the firm is socially responsible

    6. Reveals that the firm is environmentally responsible

    • Characteristics of a Mission Statement (4 of 4)

    7. Includes nine components: customers, products or services, markets, technology, concern


    for survival/growth/profits, philosophy, self-concept, concern for public image, concern for
    employees

    8. Reconciliatory

    9. Enduring

    • Insight on Scope of Mission Statement


    Mission statements are not designed to express concrete ends, but rather to provide motivation,
    general direction, an image, a tone, and a philosophy to guide the enterprise. An excess of detail
    could prove counterproductive since concrete specification could be the base for rallying opposition;
    all in the firm need to be onboard with the firm’s mission.

    • Considerations (1 of 2)

    • Do not offer me things.

    • Do not offer me clothes. Offer me attractive looks.

    • Do not offer me shoes. Offer me comfort for my feet and the pleasure of walking.

    • Do not offer me a house. Offer me security, comfort, and a place that is clean and happy.

    • Do not offer me books. Offer me hours of pleasure and the benefit of knowledge.

    • Do not offer me C Ds. Offer me leisure and the sound of music.

    • Considerations (2 of 2)

    • Do not offer me tools. Offer me the benefits and the pleasure that come from making
    beautiful things.

    • Do not offer me furniture. Offer me comfort and the quietness of a cozy place.

    • Do not offer me things. Offer me ideas, emotions, ambience, feelings, and benefits.

    • Please, do not offer me things.

    • Mission Statement Components (1 of 2)

    1. Customers-Who are the firm’s customers?

    2. Products or services-What are the firm’s major products or services?

    3. Markets-Geographically, where does the firm compete?

    4. Technology-Is the firm technologically current?

    5. Survival, growth, and profitability-Is the firm committed to growth and financial soundness?

    • Mission Statement Components (2 of 2)

    6. Philosophy-What are the basic beliefs, values, aspirations, and ethical priorities of the firm?

    7. Distinctive competence-What is the firm’s major competitive advantage?

    8. Public image-Is the firm responsive to social, community, and environmental concerns?

    9. Employees-Are employees a valuable asset of the firm?

    • Importance of Vision and Mission Statements

    • To make sure all employees/managers understand the firm’s purpose or reason for being.

    • To provide a basis for prioritization of key internal and external factors utilized to formulate
    feasible strategies.

    • To provide a basis for the allocation of resources.


    • To provide a basis for organizing work, departments, activities, and segments around a
    common purpose.

    • Table 2.5 Ten Benefits of Having a Clear Mission and Vision

    • Developing Vision and Mission Statements

    A widely used approach includes:

    • Select several articles about these statements and ask all managers to read these as
    background information.

    • Ask managers themselves to prepare a vision and mission statement for the organization.

    • A facilitator or committee of top managers should then merge these statements into a single
    document and distribute the draft statements to all managers.

    • A request for modifications, additions, and deletions is needed next, along with a meeting to
    revise the document.

    • Example Mission Statements (1 of 2)

    Hershey

    • We bring sweet moments (2) of Hershey happiness (6) to the world (3) every day.

    • Author comment: Statement lacks six components: Customers (1), Technology (4),
    Survival/Growth/Profits (5), Distinctive Competence (7), Public Image (8), and Employees
    (9); 12 words

    • Example Mission Statements (2 of 2)

    A Proposed Mission Statement for Hershey

    • We aim to serve consumers of all ages and lifestyles (1) by providing high-quality chocolate,
    candy, and snack products (2) globally (3). We intend to grow and expand our product
    offerings (5) using robotics and business analytics (4). We are dedicated to supporting all
    communities where we operate (8), especially to the boys and girls in the Milton Hershey
    School (6). Through our friendly and well-trained employees (9), we provide consumers the
    best chocolate anywhere and wrapped in Hershey Happiness (7).

    • 73 words

    • Exemplary Proposed Mission Statement (1 of 2)

    Rite Aid

    • We are on a mission to offer the best possible drugstore experience for people of all ages (1)
    around the United States (3). We have a state-of-the-art information system (4) that
    provides our pharmacists (9) with warnings of any possible drug interactions to help ensure
    better customer safety (8). We are determined to improve our customers’ overall health
    through our wellness programs (5). We offer an extensive line of other beauty, food, drink,
    cosmetic, and vitamin products through our alliance with GNC (2). We believe in treating our
    customers like family (6) and strive to maintain our reputation as the most personable
    drugstore (7). (88 words)
    • Exemplary Proposed Mission Statement (2 of 2)

    United Parcel Service (UPS)

    • We strive to be the most timely and dependable parcel and freight forwarding delivery
    service (2) in the world (3). By implementing the latest tracking technology (4), we are able
    to profitably grow (5) by offering individuals and businesses (1) dependable and accurate
    delivery times (7). We promote from within to improve morale among all employees (9). Our
    philosophy (6) is to responsibly balance the needs of our customers, employees,
    shareholders, and communities (8) in an exemplary manner. (68 words)

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