MISSION, VISION,GOALS, AND OBJECTIVES

 

 Mission, vision, goals, and objectives

Mission, vision, goals, and objectives are the components of a proper business plan . Vision is the destination that an organization wants to achieve in the remote future.

Vision:



A vision should be very motivating, realistic, and achievable in long term. A vision statement is created by the owners or the heads of organizations. This statement guides the entire organization towards its purpose.

Mission:

Mission expresses the vison of an organization in a broader way. It explains the purpose of an organization, helps to identify the target markets, the operations of a firm plan. A mission statement is generated to bring uniformity among the staffs who hold different skills and opinions, to share the scarce resources effectively. A business should focus on the factors like the product that they produce, their customers, technology, public image while preparing a mission statement. 

Goals:

Goals are the long-term targets which are milestones an organization expects in a certain range of time. Goals should be comprehensible, acceptable, easy to work, and appropriate to focus on.



Objectives:

Objectives are the short-term action plans which explains what activities should be completed in order to achieve the goals of an organization. The size, culture, the social accountability of the organization should also be considered while preparing the objectives of the organization. Objectives should be Specific, Measured, Achievable, Realistic, Time bounded (SMART).

 Example:  

Unilever plc is an established company which is one of the largest consumer goods manufacturing companies in the world ("At a glance | Unilever", 2021).  Their vision, mission, goals, and objectives are as follows: 

Vision: “To make sustainable living commonplace. We believe this is the best long-term way for our business to grow.” Mission: “To add vitality to life. We meet every day needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.” ("Unilever puts vitality at core of new mission", n.d.) ("Unilever’s Vision Statement & Mission Statement (An Analysis) - Panmore Institute", 2017)

Goals: The company is working on eliminating direct greenhouse gas emissions from their operations and aims to achieve net zero emissions from their products up to point of sale by 2039. Their goals are: “Net zero emissions from all our products (from sourcing to point of sale) by 2039”, “Halve greenhouse gas impact of our products across the lifecycle by 2030”, “Zero emissions in our operations by 2030”, “Replace fossil-fuel derived carbon with renewable or recycled carbon in all our cleaning and laundry products by 2030” “Share the carbon footprint of every product we sell.”

Objectives: “Create net zero carbon products”, “Take action on climate change”, “Decarbonize the business” ("Strategy and goals | Unilever", n.d.)

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