Chapter 2

Developing Vision
And
Mission
Chapter-2
2.1 Meaning of Vision
Organizations use vision as a kind of statement for future direction, which is
needed to motivate and guide the efforts of employees in the organization.
Vision is a future-oriented concept of the business. It provides a company the
sense of ‘where it is headed’ or ‘where we are going’.
An organization’s vision is designed to express the fundamental reason for the
organization's existence.
A vision is organization specific. It helps a company create a distinctive identify.
Vision must be shared and believed by all in the organization. If not, it will be
counterproductive.
Examples of Vision
Vision statement of an NGO: BRAC

A world free from all forms of exploitation and discrimination where
everyone has the opportunity to realize their potential.
Vision statement of Grameenphone

We provide the power of digital communication, enabling everyone to
improve their lives, build societies and secure a better future for all.
Vision statement of Apple Computer Inc.To make the best products on

earth and to leave the world better than we found it.“
2.2 Characteristics of an Effective Vision
All stakeholders should be involved in developing an organization's vision to ensure
an effectively worded statement. Some characteristics of an effective vision are-
• Graphic
• Directional
• Focused
• Flexible
• Feasible
• Desirable
• Easy to Communicate
2.3 Necessity of Vision
• Provides a clear direction about where the organization is heading

• Has strategy making value
• Helps managers in strategic thinking about the advent of new
technology, available market opportunities and other factors
• Provides insights to managers
2.4 Vision of an Organization is not Rhetoric
It is very important as a leader that

he/she creates a climate where there
Vision is very essential will be a passionate sharing of the
for an organization. An vision.
organization cannot For the realization of the vision, a
survive without its Japanese sharing can be followed,
vision. that is- ‘hoshin kanri’- meaning,
coordination of the hearts, minds and
actions of the people in an
organization.
2.5 Changing the Vision
• Since a vision is created as a dream that might
take long time to realize, it should have a high
degree of stability. However, it does not
necessarily mean that vision cannot be
changed.
• In today’s volatile world where environment is
changing rapidly, it may be necessary for a firm
to ‘redefine’ its future. In fact, in strategic
management, nothing is static.
2.5 Changing the Vision (Example)
• Around 1980, Bill Gates gave Microsoft, the company he founded, a
clear vision: "A computer on every desk and in every home.“
• Around 1990, Microsoft’s vision was” giving people the power to do
what they want, where and when they want, on any device.
• As a consequence of this change in vision, Microsoft has expanded its lines of
business well (PDAs, mobile phone, video games etc) beyond computers;
• Now: “to help people and businesses throughout the world realize their
full potential.”
• This vision statement shows that the company presents its computing products
as tools that people and business organizations can use for their personal or
organizational development.
Vision Timelines of Bangladesh
• The Government of Bangladesh has declared 'Vision 2021' with

a target to make Bangladesh as a middle-income country using
Information and Communication Technology (ICT) and
development of favorable business environment for innovative
companies. ICT has been considered as a thrust sector.
• The 'Vision 2041' has been adopted in line of 'Vision 2021' to

provide stimulus to the development dream of the nation. Its
aim is to end absolute poverty and to be graduated into higher
middle-income status by 2031 and eliminate poverty on way to
becoming a developed nation by 2041.
2.6 Mission
• A mission is derived from the vision.
• The mission statement must convey “who we are, what we do and where we
are now.”
• There are three dimensions that define a business of a company. These
dimensions indicate that business definition need to incorporate the customer
groups targeted by the company, the needs of the customers, and the skills or
competencies the company has to use for satisfying the needs of targeted
customer groups. These dimensions are-
• Who is being satisfied?
• What is being satisfied?
• How are customers’ needs being satisfied?
2.7 What is Mission?
• Mission provides a sense of direction to all
employees.
• It acts as a guide to decision making for all levels
of management.
• Mission should define
• the organization’s line/lines of business,
• identify its products and services,
• should be customer-focused.
• specify the market it serves at present and
the near future and
2.8 Ideal Contents of a
Mission Statement
A mission statement needs to include some common

issues such as-
• Customer needs (i.e., what is being satisfied)
• Customer groups (i.e., who is being satisfied)
• Firm's activities, technologies and competencies
(i.e., how the firm goes about creating values for
customers and satisfying their needs)
2.8 Ideal Contents of a Mission
Statement
Pearce and David identifies eight basic components of a typical corporate
mission statement-
1. Target customers and markets
2. Products or services
3. Geographical domain
4. Technology
5. Concern for survival
6. Philosophy
7. Company's self concept
8. Concern for public image
Mission
Statement of
“To bringing the best user
Apple experience to customers
Computer through innovative hardware,
software, and services.”
2.10 Changing a Mission
Statement
• Change in company mission is inevitable due to continuous
changes in the environment. Sometimes, the original
mission formulated long ago may not work due to many
reasons. In that case, mission should be modified or
created anew.
• As the successful firm grows, its mission statement will
broaden, reflecting its growing competences and view of
opportunity as well as possibly including several
dimensions.
• However, it should not be a practice to change or modify
mission statement too frequently.
To enlist employee commitment, the vision needs to be
communicated to all employees.
Company should communicate their mission in words
that convey a sense of organization’s purpose.
2.11 A well communicated mission statement should-
Communicating 1. Motivate all key stakeholders to develop firm
the Vision and commitment in themselves
Mission 2. Facilitate focused decision making
3. Help departmental managers develop missions,
objectives and strategies for the department
4. Create a sense of pride in employees
2.12 Integrating Vision and Mission
• Should vision and mission be integrated and
formulated together without any separation?
• The question is simple but the answer is difficult.

Some organizations are found to have integrated these
two in to one. They have formulated vision and
mission together with no demarcation line between
the two.
Thank you

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Developing Vision

Vision statement of an NGO: BRAC

Vision statement of Grameenphone

Vision statement of Apple Computer Inc.To make the best products on

• Provides a clear direction about where the organization is heading

It is very important as a leader that

• The Government of Bangladesh has declared 'Vision 2021' with

• The 'Vision 2041' has been adopted in line of 'Vision 2021' to

A mission statement needs to include some common

• The question is simple but the answer is difficult.

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