12/08/2021

BSR@ENT 1
 Vision, Mission and
Values

 “If you don’t know where you are going, any road
will take you there”

BSR@ENT 2


BSR@ENT 3
 Defining “Stakeholders” so a “Vision” can be
written

STAKEHOLDER

RESPONSIBILITY AND ACCOUNTABILITY

Stockholders/ To provide long term financial returns that fairly

Investors compensate investors for risks

To provide high quality and safe products and

Customers services that represent fair value for the price
paid.

BSR@ENT 4
Defining “Stakeholders” so a “Vision” can be
written

To provide a safe and nurturing workplace that
fairly compensates people for the value they bring
Employees
to the organization and to provide people with the
opportunity to realize their personal potential.

To provide a professional relationship in

contracting for and purchasing supplies and
Suppliers
services, and a prompt completion of trade
obligations.

To ensure that debts are secure and protected

Creditors
and that payment obligations are met promptly.

BSR@ENT 5
Defining “Stakeholders” so a “Vision” can be
written

Competitors 
To observe fair business practices and to treat the
competition as the business itself wishes to be treated.

To adhere to the letter and intent of laws governing

business practices such as fair competitive practices
Government
and anti-trust laws, and to honestly calculate and pay
promptly all forms of taxes.

To have employees involved in community initiatives,

Local to employ people from the local community and to
Community conduct business in the best interest of the liveability
of the community

To participate in and contribute to society as a whole by

assuming a fair proportion of the burden of government
General Public
and society and by promoting the growth of the
economic system.

BSR@ENT 6
 The vision statement
should define:

 Who you are and what business you are in
 What you provide to your customers, not in terms of
specific products, but more in terms of their
experience
 How you provide your products and services

I wish to be viewed by my stakeholders as..

BSR@ENT 7
 Example vision statement
for a Sporting Goods Store

 We are aggressive sporting goods retailers offering the
ultimate shopping experience to our customers through
leading edge distribution channels.

BSR@ENT 8
 Example vision statement
for a City Management

Team
 We strive to have the most appealing, livable and well
managed city in Canada

BSR@ENT 9
 Example vision statement
for a Dairy Farm

 Quality and freshness are the core of our business which
involves providing the complete range of dairy products
to wholesale markets.

BSR@ENT 10
 Developing the Mission
Statement

Organizations develop mission statements because they
want:
 To consolidate efforts around one purpose
 To motivate the effective use of resources, both
financial and non-financial
 To clearly define the planning path
 To provide a framework for decision making
and control
 To set expectations for results and outcomes
 To establish a functional organizational tone and
climate
BSR@ENT 11
 Defining the Mission
Statement

 The Mission Statement should define:
 Products and services provided
 Customers that will be served
 How the products and services will be provided
 The results that are expected

BSR@ENT 12
 Figure 2.3 Elements of a Mission
Statement

 “What We Do, Who We Do It For, How We Do It and Why We Do It”.
 
What is defined? Example

We sell real estate

We manufacture and sell professional quality
What defines the primary
cameras
we do product or service
We harvest, process, and distribute wood
products

Who defines the customers To customers from world-wide sources who

and the market, who the wish to locate in Vancouver
we do it customers are and To customers in every city of the world
for where they are located To wholesale distributors in western Canada
BSR@ENT 13
 Elements of a Mission
Statement
defines the principle

By employing the highest ethical principles
By treating every customer with respect
How we technologies used, the
By utilizing e-commerce to its fullest potential
ethics and business
do it principles and the
By valuing employees, their diversity and their
contribution to the organization
organizational
By remaining committed to continuous growth
philosophies
in new markets

Which will maximize the financial value of the

organization for stockholders
Why we Which will minimize the impact of operations on
Defines the results
the natural environment
do it expected from a variety
Which will ensure a solid foundation of satisfied
of dimensions
customers for years to come
Which will maintain our position as leading
edge service providers
BSR@ENT 14
 Example Sporting Goods
Store

 To provide high quality, leading edge sports
equipment and clothing to the aggressive North
American sports enthusiast in a convenient, dynamic
and service friendly environment that will create a
loyal and satisfied customer base, which will ensure
the long term prosperity of the company.

BSR@ENT 15
Example City Management
Team

 To protect and enhance the economic and social
well being of the city for generations to come by
engaging in responsible decision-making, being
fiscally accountable, striving for excellence in
program and service delivery and consulting
openly with community stakeholders on every
aspect of our business. We are, above all else,
committed to maximizing the satisfaction of
taxpayers in our city.
BSR@ENT 16
 Example Dairy Farm

 To create a long range financially stable organization
by effectively using technologies that minimize
operating costs and maximize product quality and
availability to the local wholesale market while at the
same time exploring revenue opportunities outside
of the local market.

BSR@ENT 17
 Developing Values
Organizational Values
Examples of
 Figure 2.4

 
EXAMPLE

How employees  Employees will be recognized for the contribution they

will be treated make to our success
and how they  Employees will be provided with opportunities for
will treat each advancement based on skill and commitment
other  Wherever possible promotion will occur from within
 We care for and respect the rights of our fellow employees

 We ensure that our customer’s positive experience is a

How customers
priority in every encounter
and
 We will be consultative in our dealings with stakeholders
stakeholders
and we will listen to their views
will be treated
 We will make every effort to operate in the best interest of
all stakeholders
BSR@ENT 18
 Examples of Values

 We will be open with each other so that petty differences
don’t go unresolved
 We will strive to keep our work fun
Which values  We will challenge what does not make sense
people will use  We will be open and receptive to the views of subordinates
to govern how and superiors
they work  We will be willing to try everything that makes sense

How the values  We will constantly strive to enhance the efficiency and
will relate to effectiveness of our organization
organizational  We will nurture and develop our shared values for the
success benefit of the organization

BSR@ENT 19
 Example

Take a Look at Cognizant

BSR@ENT 20
MISSION, VISION AND VALUES, - Where to
from here?

 Using the Vision, Mission and Values we must now
create implementation plans that deliver measurable
results so that we can become a dynamic and
proactive organization that will take advantage of
opportunities and effectively deal with the
challenges that the future has to offer.

BSR@ENT 21
 NIKE

 to bring inspiration and innovation to every athlete
in the world.”
 its mission statement is to “do everything possible to
expand human potential. We do that by creating
ground breaking sport innovations, by making our
products more sustainably, by building a creative
and diverse global team and by making a positive
impact in communities where we live and work.”

BSR@ENT 22
 Elements of Mission st

 Inspiration: as a consumer company Nike has
learned how to leverage marketing to generate and
stimulate demand. This is at the core of
Nike business model. Indeed, Nike spends billions of
dollars each year to boost demand for its products

BSR@ENT 23
 Cont..

 Innovation: Nike positions itself as an innovative
company that is willing to innovate its products over
and over.
 This is another critical element as innovation implies
substitution of the old for the new.
 Thus it enhances its sales over time, this is part
of Nike flywheel
 Flywheel: that leverages on customer experience to
drive traffic to the platform and third-party sellers.

BSR@ENT 24
 Cont…

 To every athlete: Who’s an athlete for the company?
 According to Nike “if you have a body, you are an
athlete.”
 This connects to the inspirational element.
 Most of Nike slogan follow an inspirational tone, and
that is part of its demand generation strategy

BSR@ENT 25
 Can you please…

 Search and find out VIT’s
 Vision statement
 Mission
 Values

BSR@ENT 26