 |
“ MISSION MANAGEMENT : A GLOBAL VIEW ” By- J.K Nanda
 |
Is the mission statement a true,
strategic management tool or a symbol of some company's or some
chief executive's ego ? The truth is most organizations enter the
process of developing a formal mission statement with the belief
that those efforts are going to produce an enterprise that is for
more successful than that which exists today. But how successful
these mission statement programme are ? Before we talk about their
success, let's analyze the mission statement and its various
components. |
Description of business should include a description of the organisation's customers, it products and services, and the geographical locations in which it does business. In general, it is better to describe 'the statement of the business is in' from the organization's own perspective. It's Elevator Company, part of United Technologies, manage to produce a much shorter yet very accurate statement in one of its internal strategic plans and one which is easy to remember : 'making people and material move vertically and horizontally over relatively short distances'. And the Knwloon Canton Railway Corporation : 'To provide quality transport and related services in Hong Kong and within China in a safe, reliable, caring, cost effective and environmentally responsible manner'.
The mission, at its best a short description of the strategic intent, reflects the organization's ultimate and long-term goals without getting into details. Sometimes, these statements of interest are specific, such as 'To become the worldwide standard for international factoring' (factors Chain International); and 'To became the acknowledged global leader in the express delivery of documents and packages'. (DHL worldwide express). Sometimes they are less specific, as the following example of Mastsushita, dating back to may 1932 : 'the real mission of peace and prosperity throughout the land. Another not very specific example is that of Luthansa : 'Our aim is to provide the best possible quality. Our performance and efficiency are based on a modern fleet and dedicated personnel. These alone safeguard our future'. The mission must be attractive enough for people to buy into, yet far-reaching enough to drive the organization for a longer period of time. Burson - Marsteller, the international public relations' firm, describes it as 'a journey without end, but with a district destination'. British Telecom says : 'To become the most successful worldwide telecommunication group'.
Key strengths are better defined as invisible assets. Some organizations are very specific in listing these although it always remains to seen if they really are key strengths, particularly since unique strengths often are implicit weaknesses. These strengths can play a major role as corporate resources : corporate culture, brand image, consumer trust, distribution and management skill : 'We will combine entrepreneurial zeal with prudent management to assure continued stability' (AKZO). They may be more powerful than some of the traditional visible assets, such as workers, inventory and capital, although these remain important to many entities : 'our people and their determination from the cornerstone of our success' our people and their determination from the cornerstone of our success' (Philips Dictation System).
Another important part of the mission statement is core strategies which are a logical reflection of the organization's positioning in the market place. People who have a stake in the organisation, such as employees, Customers, investors, supplier etc. must have the knowledge of how the company's management will 'get there'. These strategies are sometimes well defined, such as those laid down by Bank of America : Corporate (business scope, customer focus, service emphasis, competitive approach, financial strategy, resource allocation) and Retail (California, national expansion). Ciba classifies its strategies, into three areas : the product area, the market place and the organisation. Other organisation use different wards to describe their strategies : 'basic concepts' (Anderson consulting), 'priorities' (Johnson & Johnson) or even more direct : 'our costs must come down' and 'we must invest heavily in modern equipment and network's (British Telecom).
Values represent the last and final element of mission statement. Generally, management will agree on a set of value they believes are necessary for success but often they do not represent the values the organisation currently adheres to. And listing values which just sound nine is dangerous, because for many employees they are the most important. This is because management states what it expects and what it is willing to give. But for some organisations expect everything and does not think about giving anything. Though chemical statement of core values state that employees are the source of Dow's success. We treat them with respect, promote teamwork, and encourage personal freedom and growth and growth. Excellence in performance is sought and rewarded". The problem with some value statement is that employees read them and then look around. And it is here where most mission statement programmes are being killed. This is because management is judged constantly and its behavious is benchmarked all the time against the values. Often there is no visible change in the behaviour of top management and so employees are encouraged to do the same.
Although many mission statements look alike, they're unique because they do reflect the vision and thinking of top management. Some are more intent oriented, others are more values oriented. Lifetime employment, which may have been an element, or a value, in mission statements of organisations which truly believed in that concept will never appear again, because of the change in time. And so one can notice a shift in values, depending of the state of the global economy. 'Grand' abstract visions can be too inspirational. The company may wind up making more poetry than product', writes Gerhard H Langeler, President of the Systems Groups of Mentor Graphics Corporation, in a revealing articile in the March/April 1992 issue of Harvard Business Review. The title of the article. 'The Vision Trap' warns readers to be very careful when developing mission statements because they may become too grandiose and beyond anyone's power, and as consequence may not be 'bought' by the organisation's employees. Then they're bound to fail. And that's not quite what you're aiming for when you craft your mission statement. Listing below are missions statements of some of the reputed companies. You are decide whether they are the pictures of successful mission management or not.
1. American Express (Travel Related Services), U.S.A.
"DON'T LEAVE HOME WITHOUT IT"
All our activities and decisions must be based on and guided by, these values : interests of clients and customers first, a continuous quest for quality in everything we do, treating our people with respect and dignity, conduct that reflects the highest standards o integrity, team work-from the smallest unit to the enterprise as whole.
2. Anderson consulting (Management consultants).
"METAMORPHOSIS IN A WORLD OF CHANGE"
To help our clients change to be more successful.
3. Apple Computer (Computer), U.S.A.
"THE POWER TO SUCCEED"
It is apple's mission to help people transform the way they work, learn and communicate by providing exceptional personal computing products and innovative customer service.
4. Automobile Association (Association), U.K.
"WE 'RE ALL YOU NEED TO KNOW"
Our vision is to make Automobiles Association membership truly irresistible. Its mission is to be the UK's leading and most successful motoring and personal assistance organisation.
5. BAA pic (Airports) U.K.
"THE WORLD'S LEADING INTERNATIONAL AIRPORT GROUP"
Its mission is to make BAA the most successful Airport company in the world by focusing on its customer's needs and safety, by seeking continuous improvements in the costs and quality of our services and by enabling its employees to give of their best.
6. BASS pic (Brewer) U.K.
"BASS SINCE 1876"
The Bass group intends to be the preferred choice for customers in each of its markets by offering superior quality, service and value. The group's aim is to obtain attractive and increasing returns for shareholders.
7. Bayer AG (Chemicals), Germany.
"EXPERTISE WITH RESPONSIBILITY"
Its is duty is to use its expertise to benefit mankind and to play its part in solving the major problems of its time. Moreover, it is its responsibility to ensure the safety of its operations and minimize their impact on the environment, while efficiently utilizing natural resources.
8. BBA Group pic (Industries) U.K.
"BBA - CORPORATE PHILOSOPHY"
The inertia of history is a powerful influence on corporate philosophy. BBA in its 100+ years of existence has stayed little from Yorkshire paternalism, weaving of heavy textiles and friction technology via woven or pressed resin media.
9. The Boots Company plc (Drug retailing) U.K.
"WHO CARES" ?
While vigorously pursuing its commercial interests it will, at all times, seek to enhance its reputation as a well managed, ethical and social responsible company.
10. British Airways plc (Airline) U.K.
"THE WORLD'S FAVOURIE AIRLINE"
Its mission is be best and most successful company in the airline industry.
11. The British Library (Library) U.K.
"THE WORLD'S LEADING RESOURCE FOR SCHOLARSHIP, RESEARCH AND INNOVATION" its mission is to serve scholarship, research and enterprise with a purpose to promote the advance of knowledge through the communication of information and idea.
12. British Midland (Airline) U.K.
"THE SERIOUS ALTERNATIVE"
Its mission is to improve its service to meet the customer's needs, allowing its to expand its business throughout Europe and in doing so, generate the necessary profit to develop the company.
13. British Telecom (Telecommunications), U.K.
"ITS YOU WE ANSWER TO"
its mission is to provide world-class telecommunications and information products and services. To develop and exploit its networks, at home and overseas.
14. BUPA (Healthcare providers) U.K.
"PURELY FOR THE BENEFIT OF YOUR HEALTH"
We will be pre-eminent in independent health care, delivering best value, highest quality, personal service to our customers in a carrying manner.
15. Burton - Marsteller (Public Relations)
"IMAGINATION WITH SUBSTANCE, EXECUTION WITH STYLE"
Brunson Marsteller has embarked on an adventure in communications. A journey without end; but one with a distinct destination.
16. The Coca-Cola Company (Soft drinks) U.S.A.
"COKE IS IT !"
Our journey to the year 2000 requires that our brands, systems, capital and people grow and change to meet our goal and thus realise our opportunity. To borrow a recent popular phase, we see six billion points of light in thirsty world - six billion consumers in the world of the year 2000 - all being refreshed as never before by the Coca Cola system. This is a wonderful goal we all can share and strive for us we move together - toward 2000.
17. Coopers & Lybrand (Accountants) U.S.A.
"SOLUTIONS FOR BUSINESS"
Our mission is to be the leading business advisers.
18. Factors Chain International (Association), The Netherlands.
"FCI : THE STANDARD IN INTERNATIONAL FACTORING"
FCI is a global network of leading factoring companies, whose common aim is to facilitate international trade through factoring and related financial services. FCI's mission is to become the worldwide standard for international factoring.
19. Federal Express (Air Couries) U.S.A.
"WHEN IT ABSOLUTELY, POSITIVELY, HAS TO BE THERE IN TIME"
Federal Express is committed to our people - service - profit philosophy. We will produce outstanding financial returns by providing totally reliable, competitively superior, global air ground transportation of high priority goods. Equally important, positive control of each package will be maintained utilizing real time electronic tracking and tracing systems. We will be helpful, courteous and professional to each other and the public. We will strive to have a completely satisfied customer at the end of each transaction.
20. Ford Motor Company Ltd. (Cars), U.K.
"EVERYTHING WE DO IS DRIVEN BY YOU"
FMC is worldwide leader in automatics and automotive related Products and services as well as in newer industries such as aerospace, communications and financial services. Our mission is to improve continually our products and services to meet our customer's needs, allowing us to prosper as a business and to provide a reasonable returns for our share holders, the owners of our business.
21. Forte plac (Hotels & Catering), U.K.
"HOST TO THE WORLD"
To increase profitability and earning per share each year and to give complete customer satisfaction by efficient service with value for money.
22. Hertz (UK) Ltd. (Cars rental) U.K.
"YOU DON'T JUST RENT A CAR, YOU RENT A COMPANY"
Our mission is to exceed our customer's expectations by delivering the rental experience that is second to none.
23. Honda Motor Company (Cars) Janpan
"PROGRESS WITH DISTINCTION"
Maintaining an international viewpoint, we are dedicated to supplying products of the highest efficiency at a reasonable price for worldwide customer's satisfaction.
24. IBM UK Ltd. (Computers) U.K.
"I THINK THEREFORM IBM"
It fulfills IBM's basis beliefs of respect for the individual, service to the customer, pursuit of excellence, establishes as a market-driven company.
25. Lloyd Ban plc (Banking) U.K.
"THE THOROUGHBRED BANK"
Our aim is to be the best and most successful company in the financial services industry best in customer service, best to work for, best in creating value for our shareholders. But superior performance does not come easily.
26. Mc Donald's Restaurants Ltd. (Fast Food) U.K.
"THERE IS NOTHING QUITE LIKE A MCDONALD'S"
To be the UK's number one and favorite quick service restaurant. The company will be led by the needs of our customers and committed to the welfare and development of our staff.
27. Microsoft (Software) U.S.A.
"MAKING IT ALL MAKE SENSE"
We shall work with our customers to deliver superior products and services, making it easier for anyone to harness the power of personal computing to their best advantage.
28. Philips Dictation System (Office equipment) Austria
"THE SIGN OF A BETTER MANAGER"
At Philips Dictation Systems we serve people and organisation around the world in their need to capture ideas, thoughts or information and prepare these for communications and reference.
29. Reuters Holdings plc (Information Services) U.K.
"MAKING THE BEST INFORMATION WORK HARDER"
Reuters informs the world instantly by the latest electronic means. We help our customers to analyse the facts and trade on them. We dedicate the bulk of our resources to serving banks brokers and other organisations involved in financial markets inseparable from this is the company's other main activity the supply of news services to the world's media.
30. Rockwell International (Aerospace, electronics, automotive, graphics), U.S.A.
"WHERE SCIENCE GETS DOWN TO BUSINESS"
We believe maximizing the satisfaction of our customers is our most important concern as a means warranting their continued royalty.
31. RTZ Corporation plc (Mining) U.K.
"BRINGING OUT THE BEST IN THE WORLD"
RTZ accepts and welcomes the responsibilities which accompany leadership in supplying the essential natural resources which are major contributors to economic and social prosperity.
32. The Scout Association (Association) U.K.
"BE PREPARED"
The aim is to promote the development of young people in achieving their full physical, intellectual, social and spiritual potentials as individuals, as responsible citizens and as members of their local, national and international communities.
33. Toshiba (Electronics) Japan
"IN TOUCH WITH TOMORROW"
Toshiba Group companies is based on total commitment to people and to the future, determined to help create a higher quality of life for all people and to do its part to help ensure that progress continues within the world community.
Careerorissa.Com © 2007 All rights Reserved