Mission Qs Strategic Management Process/Vision, Goals, Objectives

Mission Qs Strategic Management Process/Vision, Goals, Objectives Effective Criteria for a Mission Statement Specific Relevant Meaningful Supplies Direction Reflects Goals of Stakeholders Effective Criteria for a Vision Statement States what the organization hopes to become. Future Oriented Based on Values Concise Inspiring Although it may seem as if all modern companies have a mission and vision statement to support their operations, this is not always the case.

In fact, one survey found that out of one hundred CEOs that sixty percent had no mission statement and eight percent had no statement of values (Welch & Welch, 2008). There is a sense among many organizations that the mission and vision statement are useless relics that are merely promoted by business schools. However, the mission and vision can be one of the most fundamental pieces of information in which every employee can internalize and drive organizational goals.

This brief analysis will consider the top five criterions for creating a mission and vision statement as well as justify their selection. The mission and vision statement are among the first steps in any strategic management process. It allows the organization to collaborate and understand exactly what the nature of the business model is and relay this information to all the stakeholders. However, it is common for many organizations to use generic language and cookie-cutter, pre-manufactured language which deprives the mission and vision of any meaning.

The mission statement should be specific to the organization and their business model. This acts to make the mission statement relevant and meaningful. If the mission statement is both relevant and meaningful then it can supply the direction for the organization.

Furthermore, the mission needs to be comprehensive enough to paint an accurate picture of the organization so that stakeholders can quickly read it and now what the organization is about and what it wishes to become.Figure 1 - Strategic Planning (QuickMBA, n.d.) The vision statement is all about the future and the values that will drive the company towards its organizational goals. The idea embodied in a vision statement is the set of values that will set the framework in which the organization can fulfill its mission.

Thus these statements must have a strong aspect of future orientation. Further a vision statement should be as concise as possible so that it is easy to internalize. If employees internalize the vision then it will get their organizational behavior, whether they realize it or not. Nike's vision statement, for example, fully relays the company's aggressiveness and does it in a way that that is concise and easy to internalize (Aspire, 2009). "Nike's vision is to experience the emotions of winning and crushing the competition.".