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Strategic Plan Hierarchy
Strategic Goals
Objectives
Action Plans
Performance Measures
Strategic Plan
Mission
Vision
Action PlansWhy we exist/What we do
What we want to be
What we must achieve to get there
Specific outcomes
Planned actions to achieve objectives
Indicators of success
ValuesWhat we believe in.
Vision: Where do we want to go?
What constitutes an “effective” or
“ineffective” vision statement ?
The Vision• What do we want to be?• “A coherent description of
a preferred future”.
CHARACHTERISTICS…. Of an effectively worded Vision Statement
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
SHORTCOMINGS…. In Vision Statements!
1• Bland or Uninspiring
2• Vague or Incomplete
3• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
“Be the global leader in customer value”Caterpillar
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
1• Bland or Uninspiring
2• Vague or Incomplete
3• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
“Be the global leader in customer value”Caterpillar
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
1• Bland or Uninspiring
2• Vague or Incomplete
3• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
“Provide a global trading platform where practically anyone can trade practically anything”
eBay
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
1• Bland or Uninspiring
2• Vague or Incomplete
3• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
“Provide a global trading platform where practically anyone can trade practically anything”
eBay
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
1• Bland or Uninspiring
2• Vague or Incomplete
3• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
“to land a man on the moon and return him safely to earth before the end of the decade”
US President John f Kennedy, 1961
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
1• Bland or Uninspiring
2• Vague or Incomplete
3• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
“to land a man on the moon and return him safely to earth before the end of the decade”
US President John f Kennedy, 1961
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
1• Bland or Uninspiring
2• Vague or Incomplete
3• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
“Crush Adidas”Nike, 1960
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
1• Bland or Uninspiring
2• Vague or Incomplete
3• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
“to be the number one athletic company in the world””
Nike, Present
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
1• Bland or Uninspiring
2• Vague or Incomplete
3• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
Your Organisation!
1• Inspiring
2• Paint a Clear Picture
3• Desirable
4• Unique
5• Focused
6• Feasible
7• Easy to Communicate
1• Bland or Uninspiring
2• Vague or Incomplete
3
• Not Forward Looking
4• Not Distinctive
5• Too Broad or too Specific
6• Too Reliant on Superlatives
7• Difficult to Communicate
Check out:http://www.skills2lead.com/sample-vision-statements.html for lots of examples, and test them out with this model!
Mission: what do we do?
A mission is an enduring statement of purpose that
distinguishes one organisation from other similar enterprises.
The mission statement is a declaration of an organisation’s
“reason for being.”
Peter Drucker says that asking the question, “What is our business?” is synonymous with asking the question, “What is our mission?
Mission Statement
Why Bother? The benefits of a Mission Statement.
1. Ensures unanimity of purpose. 2. Provides a basis for allocating resources. 3. Establishes a general tone, culture or climate. 4. Gets employees to identify with the purpose and direction. 5. Clearly specifies the organisations purpose6. Enables the translation of these purposes into objectives.6. Facilitate the translation of objectives into a work activities
Effective Mission Statement: Components Customers Who are the organisations customers?
Products or services What are the organisations major products or services?
Markets Geographically, where does the organisation compete?
technology Is the organisation technologically current?
Concern for survival, growth, profitability
Is the organisation committed to growth and financial soundness?
Philosophy What are the basic beliefs, values, aspirations, and ethical priorities of the organisation?
Self-concept What is the firm’s distinctive competence or major competitive advantage?
Concern for public imageIs the organisation responsive to social, community, and environmental concerns?
Concern for employees Are employees a valuable asset of the organisation?
Applying the criteria: ExampleFleetwood Enterprises will lead the recreational vehicle and manufactured housing industries (2, 7) in providing quality products with a passion for customer driven innovation (1). We will emphasise training , embrace diversity and provide growth opportunities for our associates and our dealers (9). We will lead our industries in the application of appropriate technologies (4). We will operate at the highest level of ethics and compliance with a focus on exemplary corporate governance (6). We will deliver value to our customers, positive operating results and industry leading earnings (5)
Statement lacks two components: markets and concern for public image
Applying the Criteria: PepsiCo
We aspire to make PepsiCo the worlds premier consumer products company, focussed on convenient foods and
beverages. We seek to produce healthy financial rewards for investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive to act with honesty, openness fairness
and integrity.
Applying the Criteria: PepsiCo
We aspire to make PepsiCo the worlds (3) premier consumer products company, focussed on convenient foods and beverages (2). We seek to produce healthy financial rewards for investors (5) as we provide opportunities for growth and enrichment to our employees (9), our business partners and the communities (8) in which we operate. And in everything we do, we strive to act with honesty, openness fairness and integrity (6)
Statement lacks 3 components; (1) customers, (4) technology and (7) self-concept
Applying the Criteria
Dell’s mission is to become the most successful computer company in the world at delivering the best customer experience in markets we serve. In doing so , Dell will meet customer expectations of highest quality, leading technology , competitive pricing; individual and company accountability; best in class service and support ; superior corporate citizenship ; financial stability
Applying the Criteria
Dell’s mission is to become the most successful computer company (2) in the world (3) at delivering the best customer experience in markets we serve (1). In doing so , Dell will meet customer expectations of highest quality, leading technology (4), competitive pricing; individual and company accountability (6); best in class service and support (7); superior corporate citizenship (8); financial stability
Statement lacks one component – (9) concern for employees.
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