VISION MISSION OBJECTIVE &

STRATEGY
Unit 2
VIII Semester
BBA/B.B.M.
Vision:
•"To be the leading provider of sustainable energy solutions, creating a
greener planet for future generations."
This reflects the company’s long-term aspiration and purpose.
Mission:
•"To deliver affordable and innovative renewable energy products,
empowering communities to transition to sustainable living."
This outlines what the company does and why it exists, focusing on its
current actions and goals.
Objectives:
1.Increase renewable energy production capacity by 30% within three
years.
2.Expand market reach to 10 new countries by 2026.
3.Reduce operational carbon emissions by 25% within five years.
These are specific, measurable targets to achieve the mission and work
toward the vision.
Strategies:
1.Invest in cutting-edge solar and wind energy technology.
2.Partner with governments and NGOs to promote renewable energy
adoption.
3.Launch an educational campaign to raise awareness about the benefits of
renewable energy.
These are actionable plans to achieve the stated objectives.
 VISION
• Vision is the picture of expected future. It shows what the
firm ultimately wants to achieve. A vision presents the
firm’s strategic intent that focuses on the energies and
resources of the company on achieving a desirable future.
It reflects a firm’s values and aspirations.
• It provides leadership views to the company’s stakeholders
in an industry. Hence, it expresses the aspiration of the
executives’ leadership. It is often stated in a single
sentences that reflects an ultimate destination of the firm.
• A strategic vision provides understanding of what
management wants its business to look like and provide
managers with a reference point in making strategic
decision and preparing the firms for the future.
 Benefits of Vision
• Provides Directions
• Guides for decisions
• Shapes strategy
• Sets priorities
• Align people and activities
• Reflection core value and beliefs
 Developing Strategic Vision
• The following points to be considered while developing
the strategic vision and mission:
• The key factors such as internal strength and
weaknesses, external changes and trends, emerging
trend and expectations of customer should be reviewed
consciously. It should be external and market oriented
and expressed in inspirational way to all stakeholders.
• All the managers from top to lower level should be
involved in the process of developing vision. It enhance
commitment towards the organization. It facilitates
formulation and implementation of strategy .
• The managers should be asked to review
related literature on the statement and
prepare,
• The statement prepared by different
managers should be merged into a single
document and distribute the draft statements
to all managers for modification, additions
and removal if needed and revised it.
 An overview of steps in
development of Vision
1. Understand Your Core Purpose (Why You Exist):
•Identify the fundamental reason for the organization's
existence beyond profit-making.
Example: "To innovate healthcare solutions for a healthier
world.“
2. Analyze the Current Environment:
•Assess your internal strengths and weaknesses.
•Consider external opportunities and threats, including market
trends, competition, and technological advancements.
Example: "Growing demand for renewable energy due to
environmental concerns."
3. Define Long-Term Aspirations (Where You Want to
Be):
•Envision what the organization will look like in 10–20
years.
•Keep it ambitious yet realistic.
Example: "To be the world's most trusted provider of
sustainable energy."
4. Align with Core Values and Culture:
•Ensure the vision reflects the organization's
fundamental principles and the culture you want to
foster.
Example: "Driven by innovation, collaboration, and
environmental stewardship."
5. Engage Stakeholders:
•Involve employees, customers, partners, and other
stakeholders in crafting the vision to ensure inclusivity
and buy-in.
Example: Conduct surveys or workshops to gather input.
6. Create a Vision Statement:
•Draft a concise, inspiring statement that communicates
your aspirations.
Example: "To empower communities worldwide with
affordable and clean energy solutions."
7. Communicate the Vision:
•Share the vision across all levels of the
organization using various channels.
•Reinforce it in strategic planning, branding, and
day-to-day decisions.
 Communicating the Strategic Vision
• The strategic vision should be well communicated to all managers,
employees and external stakeholders.
• A clearly communicated strategic vision provides long term
direction to the firm.
• Communication strategic vision must be rational.The management
of the firm must be able to convince the stakeholders about the
strategic vision. The frontline employees should understand the
strategic vision is reasonable and beneficial.
• Effective communication of strategic vision can help to win the
support of firm’s stakeholders. A well understood strategic vision
remains as the base for winning the support and commitment of
employees towards actions that get the firm moving in the
intended direction.
• It also helps employees in the strategic planning process.
 Communicating the Strategic
Vision
• Simple story telling
• Use multiple channels
• Authenticity in leadership
• Solicit feedback
• Communicate repeatedly
• Act consistently
• Map the path
 Crafting a Mission statement
• Concept of Mission
• A mission statement defines the business in
terms of the customer, employees, suppliers
and the community. It reflects every fact of
the business: the range and nature of the
products the business offers, pricing, quality
service, market place positioning, growth
potential, use of technology, and the
relationships with the customer, employees
supplier competitors and the community. It
clarify the scope and objective of business
An organization’s mission is the
purpose or reasons for the
organization’s existence.
(Wheelen Hunger)
 Difference between VISION and MISSION Statement

Basis of difference VISION STATEMENT MISSION STATEMENT

Objective It aims is to show whee the It aims to show how the firm will get
firm wants to be in future. to where it wants to be.

Answer It answer the questions, It answer the questions, “What do

“Where do we aim to be?“ we do? What makes us different?”

Time A vision statement talks A mission statement talks about the

about future present leading to its future.

Change A vision statement does not A mission statement changes with

change even if the market the change in market conditions.
conditions change

Functions It describes where the A mission statement lists the broad

organizations sees itself years goals for which the organization is
from now. formed.
• Crafting a Mission statement
• Crafting a mission is a step by step process of
developing a mission statement of the
business firm. The following are the
techniques of crafting a mission Statement
• 1. Define the purpose- A mission statement
shows why the organization exists . It should
be crafted to communicate the purpose of the
organization in terms of customers,
employees and stakeholders.
• 2. Make it broad in scope- The mission statement
determines the scope of organizations. It answer the
questions, “What do we do? What makes us
different?” It clear about the product and the
market of business. It provide the base for the
formulation of the goals and strategies.
• 3. Precise- A mission statement should be presented
in a precise brief and short, but should cover every
aspects of organization.
• 4. Inspiring- A mission statement should inspire all
the stakeholders and encourage them to involve in
the organization in a rigorous way.
• 5.Distinctive- A mission statement should make the
organization different to others. It helps to build the
image.
• Considerations for crafting
• 1. All the managers should be involved in the process.
• 2. Review the literature of statement
• 3.Merge the statement to single document and distribute
it to all managers.
• 4. Revise the document through modification additions
and removal if any
• 5. Group discussion may encourage to develop
• 6. Out side consultant or facilitator may be hired for
drafting
•
Linking Vision and Mission with company Values
• Vision is a picture of what the firm wants to be. It
is an ideal description on an organization and
gives shape to its intended future . It points the
direction of the firm. It should be simple, positive
and emotional.
• A mission is the specification of the business in
which it intends to compete and customer it
intends to serve. The vision is the foundation for
the firm’s mission. The firms mission is more
concrete than its vision.
• Values are the guiding principles that dictates
behaviour and action of person and
organization. Company values can help people
to know what is right from the wrong, they
can help companies to determines if they are
on the right path and fulfilling their business
goals. They serve as the guiding principles of
organizational activities. Company values
serve as the foundation for the mission and
vision.
• There is a close linkage between vision, mission and
company values. Vision is intended future on an
organization which is developed by the CEO as the most
important and prominent strategic leader.
• The vision is the foundation of the firm’s mission.
• A mission statement defines the business in terms of
the customer , employees, suppliers, investors and the
community. It reflect every facet of the business the
range and nature of the products the business offers,
pricing, quality, service, market place position, growth
and potential use of technology, and the relationship
with customer, employees, suppliers and the
community.
• Finally to achieve the vision a company needs to
have the purpose of its existence which is
mission. Again to realise the vision and mission, it
must have some guiding principles which are
called values. Hence synchronization among
these components leads to achieve the
organizational objectives.
Core value + Mission = Vision
What do we Why do we exists Where do we
belief in ? want to
go ?
 Objectives
• Expected outcomes of the organization are
objectives. Objectives provides direction to the
organization. It also fix the priorities of
organization activities and establish coordination.
It also reflect the interest of the stakeholders.
• Objectives are end results of planned activity.
( Wheelen and Hunger).
• Objectives can be defined as specific results that
an organization seeks to achieve in pursuing its
basic mission. (David)
 Benefits of objectives
• Provide guidance
• Promote good planning
• Source of motivation
• Evaluation and control
• Provide distinct image
• Direct integration
 Levels of Objectives
• Corporate level objective – The objective that sets the
desired outcome of the whole organization is corporate
level objectives. This is the top level objective and
provides the overall direction to the organization. It
derived from the vision and mission statement of the
organization.
• Business level objective- The objective which is set for a
particular strategic business unit is called business level
objective. More simply, the desired out come of a
particular strategic business unit with in a certain period
is business level objective. It is related to
product ,service, competitive position according to
business opportunities.
• Functional level objective- The objectives set for each
function is called functional level objective. They are
related to production, marketing , finance human
resource research and development etc. These objectives
are related to reduction of cost, market growth,
customer satisfaction, sales promotion, new product
development.

• Individual level objective- The objectives that are set for

the individual employee of a business are called
individual level objective. They are basically related to
performance of employees within certain period of time.
These objectives are derived from the functional
objectives. Mainly related to output and sales.
 Example ‘CG foods’
• Corporate-Level Objective
• Dominate the instant noodles market in South Asia,
achieving 40% market share by 2026 and increasing
global exports by 30%.
• Business-Level Objective
• Expand Wai Wai production facilities in Nepal and
India to meet rising demand, increasing annual output
by 25% by the end of 2025.
• Introduce two new health-focused instant noodle
flavors within the next year.
• Functional-Level Objectives
1. Operations Team:
1.Upgrade manufacturing plants in Nawalparasi and
India to boost capacity by 15% within 18 months.
2. R&D Team:
1.Develop two new flavors with reduced sodium and
high protein content by Q3 2025.
3. Marketing Team:
1.Launch a digital campaign targeting urban youth,
achieving a 20% increase in brand engagement
within six months.
4. Distribution Team:
1.Expand distribution networks to rural areas in
Nepal, ensuring Wai Wai availability in 90% of retail
stores by 2025.
• Individual-Level Objectives
1. Plant Manager:
1. Oversee the installation of new production lines, ensuring they are
operational within the next year.
2. R&D Specialist:
1. Complete recipe development and consumer testing for one new
flavor by Q2 2025.
3. Digital Marketing Specialist:
1. Create five engaging ad campaigns for social media, achieving 50,000
impressions per post.
4. Regional Sales Representative:
1. Add 200 new retail points in the mid-western region of Nepal within
six months.
 Crafting Objectives
• Crafting the objectives – The objectives is the
expected outcome of the organization over a
period of time. Crafting objectives means the
framing or to create or to construct the
objective of the organization. The process of
crafting objective should be linked with the
mission statement of the organization.The
following are the consideration for crafting
objectives:
• 1. Specific
• 2. Measurable
• 3. Achievable
• 4. Realistic
• 5. Timely
• 6. Motivating
• 7. Flexible
• 8. Hierarchal
• 9. Congruent across the department
END OF CHAPTER
II
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