Is the original vision still applicable given the present circumstances?
Leaders must communicate their initial vision of the organization’s purpose: what was the original goal that evokes a powerful and compelling mental image of a shared future, one that would be massively inspiring, overarching, and long-term, that represented a destination that is driven by and evokes passion? Is the original vision still applicable given the present circumstances?
McDonald’s
Q1. Strategy Concept, cont.
- Mission statements
- Purpose of the company
- Scope of operations
- Basis of competition and competitive advantages
- More specific than vision
- Focused on the means by which the firm will compete
- Reflects an organization’s enduring, overarching strategic priorities and competitive positioning
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The organizational mission also needs to be considered: a mission encompasses both the purpose of the company as well as the basis for competition and competitive advantages. In writing a mission statement, it is important to understand the definition of the business: 1) who are its customers, 2) what customer need is the organization trying to fulfill, and 3) how does the business create and deliver value to customers and satisfy their needs. Organizations must respond to multiple constituencies if they are to survive and prosper, and the mission provides a means of communicating to diverse organizational stakeholders. Although vision statements tend to be quite enduring and seldom change, a firm’s mission can and should change when competitive conditions dramatically change or the firm is faced with new threats or opportunities.
McDonald’s
Q1. Strategy Concept, cont.
- Strategic objectives
- Operationalize the mission statement
- Provide guidance on how the organization can fulfill or move toward the “higher goals”
- Specific, measurable, appropriate, realistic
- Cover a more well-defined time frame
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Anticipating that things might change, an organization’s leadership must then establish strategic objectives to operationalize the mission statement with specific yardsticks. That is, objectives help to provide guidance on how the organization can fulfill or move toward the “higher goals” in the goal hierarchy—the mission and vision.
McDonald’s
Q1. Strategy Concept, cont.
- McDonald’s original vision was to provide local customers with a quality meal at a fair price through a quick and convenient service delivery.
- Mission became to deliver this service consistently, providing an all-around enjoyable experience for the whole family
- Cantalupo’s objective was to inspire employees and franchisees to “put the smile back into the McDonald’s experience”
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