Aims and objectives
Mission statements – an organisations mission is a broad statement of its aims and values.
It is a crucial part in strategic planning of a business’s organisation.
By defining a mission an organisation is making a clear statement of its purpose.
Reason for a mission statement:
Ensures that all stakeholders are clear on the purpose of the business.
Helps with strategic planning this allows the business to plan ahead and understand the
goals of the business.
Transparency for investors – shows investors your motive, values and aims.
helps consumers understand the ethics and objectives of a company.
Advantages:
makes an organisation cohesive, so that everyone in the organisation from the CEO to the
worker on the shop floor has a set of common aims.
If its small and simple, its often easy to remember and follow.
If its more related to the consumer it makes the consumer feel more united with the brand.
Nurtures the human spirit.
Underlying meanings of expansion show the firms wants to expand, grow and shows its
aspirational.
A cohesive statement makes it easy for everyone to follow.
Disadvantages:
vague – as it is often too ambitious, aspirational and unattainable.
Some statements are unrealistic hence fail to be achieved.
If the statement is too complicated and long with big words, it can make it difficult for
people to understand hence may become irrelevant for consumers.
Overall, it depends on how specific the statement is, as it would make it more attainable if it’s easy
to follow.
Vision statement – is a description of what a business sets out to achieve in the medium ot long
term.
Vision statement examples:
Amazon – ‘to be the world’s most customer-centric company.’
Google – ‘to organize the worlds information and make it universally accessible and useful.’
Mission statements – an organisations mission is a broad statement of its aims and values.
It is a crucial part in strategic planning of a business’s organisation.
By defining a mission an organisation is making a clear statement of its purpose.
Reason for a mission statement:
Ensures that all stakeholders are clear on the purpose of the business.
Helps with strategic planning this allows the business to plan ahead and understand the
goals of the business.
Transparency for investors – shows investors your motive, values and aims.
helps consumers understand the ethics and objectives of a company.
Advantages:
makes an organisation cohesive, so that everyone in the organisation from the CEO to the
worker on the shop floor has a set of common aims.
If its small and simple, its often easy to remember and follow.
If its more related to the consumer it makes the consumer feel more united with the brand.
Nurtures the human spirit.
Underlying meanings of expansion show the firms wants to expand, grow and shows its
aspirational.
A cohesive statement makes it easy for everyone to follow.
Disadvantages:
vague – as it is often too ambitious, aspirational and unattainable.
Some statements are unrealistic hence fail to be achieved.
If the statement is too complicated and long with big words, it can make it difficult for
people to understand hence may become irrelevant for consumers.
Overall, it depends on how specific the statement is, as it would make it more attainable if it’s easy
to follow.
Vision statement – is a description of what a business sets out to achieve in the medium ot long
term.
Vision statement examples:
Amazon – ‘to be the world’s most customer-centric company.’
Google – ‘to organize the worlds information and make it universally accessible and useful.’
