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Mission, Goals and Strategies (B.1.1)
Creating and Presenting Strategic Plans
•Not guaranteed
•Free
•Not logical, i.e. stupid
•Unwritten
•Barons will be displaced by insurgentsVision
First: Intentions
Prior to 2008• The
countryIrelan
d•The industry Severe problems:
18% sales decline for many years Industry unsustainable (FT)
An Example of Vision, Strategy and Delivery
•Its performance
Outstanding
•The company
Now Irish leader
New company
Post 2008
www.paddypowerplc.co
m/investo
rs
Remember that?
The Annual Mission
Mission Statements
Mission Statements
• We define innovation• We create experiences• We live responsibility
• We shape Audi
We delight customers worldwide
The BMW Group is the world's leading provider of premium products and premium services for individual mobility.
Mission Statements
What Drives Us• The audacity to reject compromise• The instinct to protect what matters• The commitment to honor a legacy• The vision to consider every detail• The foresight to take responsibility
• The ingenuity to outperform expectations
Mission Statements
Mission Statements
Nissan provides unique and innovative automotive products and services that
deliver superior measurable values to all stakeholders in alliance with Renault.
• Authenticity: act with integrity• Excellence: amaze, with passion and speed• Learning: listen and learn• Caring for our people: belief, investment and empower• Performing as one: always teams• Winning with our customers: the heart of our work
Coke Mission and Values
Vision • Undisputed leader in all our markets
Mission
• Refresh our consumers• Partner with our customers• Reward our stakeholders and• Enrich the lives of our local communities.
• Motivate our employees to improve business and society.Purpose
Values
http://www.coca-colahellenic.com/aboutus/missionandvalues
Competitive position
Distinctive competencies
Strategy Values
What it believes in
Behaviour
Policies and behaviours
underpinningstrategy and
values
Purpose
Why it exists
Ashridge Model
Coke and Ashridge
Appears to be strongly aligned
How Annual Targets Derive from Mission
Mission: long run many years; never achieved
Goals: long run several years
Overall Strategies: Many years
Product Market Strategies: 2 years +
Annual Targets
Many years
1 Year
•Communicating
•Inspiring
•Knowing the rules
•Optimism
•Vision
•Tireless striving
•Galloping
Core Drivers in all Firms
The end