Vision, Mission,

Goals, & Objectives

HIERARCHY OF STRATEGIC
INTENT
1) A broad vision of what the organization

should be,
2) The organizations mission,
3) Business definition & business model,&
4) The strategic goals & specific objectives to
be pursued relentlessly.

vision
Mission
Objective &
goal

Hierarchy of strategic intent

VISION
DEFINITION
According to kotter,

vision is a
description of something (an organization,
corporate culture, a business, a technology,
an activity) in the future.
According to miller & dess, vision is
the category of intention that are broad, allinclusive, & forward thinking.

FEATURES OF STRATEGIC
VISION
Selects the target market
Constitutes organizations objectives & focus
Reflects future plans
Dynamic & flexible
Comprehensive
Time-bound
Effective
Orientation
Well-defined

ELEMENT OF A STRATEGIC
VISION
1) Coming up with a mission statement
2) Using the mission statement
3) Communicating the strategic vision

PROCESS OF FORMULATING
VISSION
Understand
the
organization

Generate
alternative
vision

Conduct
vision audit

Develop
future
scenarios

Target vision

Set the
context

Choose the
final vision

BENEFITS OF VISION
Good visions are inspiring & exhilarating.
Good visions help in the creation of a

common identity & a shared sense of

purpose.
Good visions foster long-term thinking.

LIMITATION OF VISION
STATEMENT
Incomplete
Bland
Not distinctive
Too reliant

MISSION
DEFINITION

Mission is a statement which defines the role

that an organization plays in a society.

According to hunger & wheelen,
mission is the purpose or reason for the
organizations existence.
According to john pearce, mission is an
enduring statement of purpose that distinguishes
one firm from other similar firms.

CHARACTERISTICS OF MISSION
STATEMENT
Feasibility
Clarity
Motivation
Distinctiveness
Reflection of major strategy

COMPONENTS OF MISSION
STATEMENT
1) Customers
2) Products or services
3) Markets
4) Technology
5) Concern for survival, growth, & profitability
6) Concern for public image
7) Concern for employees

FORMULATION OF ORGANIZATIONAL
MISSION
Key decision
makers policy

Visionary longterm concept

Organizational
mission

GOAL
Goals denote what an organization hopes to

accomplish in future period of times.

They represent a future state or an outcome
of the effort put in now
Broad categories of financial & non
financial issues are addressed by the goals
that a firm sets for itself.

FEATURES OF GOALS
Goal addresses
Realistic & challenging
Specific time period

TYPES OF GOALS
1) Official goals
2) Operative goals
3) Operational goals

OBJECTIVES
DEFINITION
According to H. Igor Ansoff, objectives are

decision rules which enable management to guide &

measure the firms performance towards its purpose.
According to Russell L. Ackoff, objectives are
states or outcomes of behavior that are desired. An
organization may desire either to obtain something that it
does not currently have or to retain something it already
has. Hence, objectives may be either acquisitive or
retentive.

CHARACTERISTICS OF
OBJECTIVES
Objectives should be understandable
Objectives should be concrete & specific
Objectives should be related to a time frame
Objective should be challenging
Organizational objectives can be changed

CLASSIFICATION OF
OBJECTIVES
Primary objectives
Secondary objectives
Short-term objectives
Long-term objectives
Equilibrium objectives
Individual objectives
Social objectives
Performance objectives

Significance of objectives
Objectives serve the process of revival
Objectives ensure growth
Objectives act as base for business

decisions.
Objectives set standards for performance
Objectives decide the status of company in
external environment