The vision, mission and the values of a company are its DNA or corporate identity, which gives it coherence, authenticity and originality as a brand.
Currently, there is too much rush in the process of starting a company or business and the need to define these 3 basic concepts is overlooked.
Along with having these aspects defined, it is important to have the SWOT analysis as a continuous feedback tool, since it allows the company strategy to be clearly identified.
How to define these 3 basic concepts?
To be an entrepreneur or businessman, you must be clear at least about the mission and vision of your company and from there, grow your business. The importance of knowing how to correctly develop the Vision and Mission is fundamental, as these will help us to create new, innovative and important goals in order to become what we want to be.
Any company that wants to be successful and seeks profit must undergo a formal strategic management system, that is, select and perfectly define its values within the company's value chain that will make it stand out from the competition.
Strategic direction can be divided into three phases:
- Definition of strategic objectives:
- Define the philosophy and mission of the company or business unit.
- Establish short and long-term objectives to achieve the mission of the company, which defines the present and future business activities of an organization.
- Strategic planning:
- Formulate various possible strategies and choose the one that will be most appropriate to achieve the objectives established in the mission of the company.
- Develop an organizational structure to achieve the strategy.
- Strategic implementation:
- Ensuring the activities necessary to ensure that the strategy is carried out effectively.
- Control the effectiveness of the strategy to achieve the objectives of the organization.
What is the mission of a company
Considered by Philip Kotler and Gary Armstrong (Marketing, 2004) as “an important element of strategic planning”.
The Mission of a company describes the activity, said identity is key in the organization to achieve its vision, which are the goals or achievements that constitute the reason for being of the company.
It is the fundamental reason for a business and the objective that it always has in the long term.
The concept of mission is fundamental and must be fully in line with the vision of the future that we want to achieve.
A simple way to explain what the mission is, would be to find the answer to why.
Now I leave you a series of questions to help you shape the mission of a company.
1.- What do you want to offer?
- Why do you want to create this business?
3.- What is the user profile you want to attract?
4.- What business image do you want to communicate?
5.- What factors determine the price and quality of your products and / or services?
6.- What relationship will you have with your employees?
7.- What is your differentiating aspect that makes you stand out from your competition?
8.- Can our business be really competitive?
Having found the answer to these and other questions, we will be able to get closer to the fundamental reasons why we have created this business and what are the objectives we want to achieve.
What is the vision of a company
Defined by Fleitman Jack in his work "Successful Business" (McGraw Hill, 2000) as "the path to which the company is headed in the long term and serves as a direction and incentive to guide strategic growth decisions along with competitiveness".
The Vision of a company We could call it the DREAM, it is a statement of the aspirations of the company in the medium or long term, it is the future image of how we want the company to be in the future. Its purpose is to be the engine and guide of the organization to achieve the desired state.
It starts from the idea of drawing on a paper what is the current moment in which your business is and then tries to draw the future mental image of it.
Ultimately, it is about finding what we need to achieve in order to obtain greater sustainability and growth of the business. As I did with the Mission, I leave you a series of questions to help you shape the Vision of a company.
1.- What will your company be like in a few years?
2.- What are your short, medium and long term goals?
3.- What will be the key values and attitudes of the company?
4.- What do you want the people of your company to say in the future?
5.- What aspects of growth would you like to achieve?
Whenever we work on a business plan, we must be able to draw how we would like to see our business with 2 and 4 years in sight, but keep in mind that a plan is never a static and fixed element, rather it is an element that must grow and vary depending on of the evolution that the company is having.
How to define the values of a company
This intangible that is so important at the same time helps us to define the ethical principles of our company or business.
I will tell you an anecdote, which can also help you define the values of a company; About 5 years ago when I was working at a university, they made a change of rector, leaving out a magnificent professional and bringing in a politician as rector, because in the first meeting I had with him he told me and I quote verbatim “We have to achieve the objectives no matter how many students, no ethics, no morals or milk ”, to which I logically replied that I would never abandon my ethics and morals, much less for a job, so I decided that I did not want to continue working in a company with that lack so important stock.
A company with values attracts and retains professional talent, which leads to more sales and better results.
Never betray your values because you will be severely punished by users. Some questions you might ask yourself are;
1.- What is the value proposition of your business?
2.- What is the Organization's strategy, and how does it contribute to its achievement?
3.- What are the corporate values that distinguish your Organization over others?
4.- How do you fit into the organization?
5.- What are my ethical principles?
Sadly, the values are the great forgotten or they are not assigned the same importance as the two factors, which is a tremendous mistake, and I firmly believe this because I believe that ethical values should be the compass of all companies and that they respect the ethics and moral values of all employees of the corporation.
Some examples of large companies in relation to the terms of Mission, Vision and Values can be analyzed below:
Mission, vision and values of Coca Cola
Mission
It lies in the objective of the company Coca Cola in the long term, and it is also constituted as the weighty criterion when making decisions and important actions for the brand to achieve 3 fundamental goals:
- Refresh the world.
- Inspire moments of optimism and happiness.
- Create value and make a difference.
Vision
It is the framework of the work plan and describes what needs to be achieved to achieve maximum sustainability, quality and growth. With it, the aim is to achieve objectives adapted to different areas:
- People: Being a good place to work, that people feel inspired to give their best every day.
- Beverages: Offer a varied portfolio of quality products that anticipate and satisfy the wishes and needs of consumers.
- Partners: Develop a network to create a common and lasting value.
- Planet: Be a responsible citizen who makes a difference by helping to build and support sustainable communities.
- Benefit: Maximize return for shareholders while keeping in mind the general responsibilities of the Company.
- Productivity: Being an efficient and dynamic organization.
Values
It guides the actions and behavior of the Coca Cola company in the world, and they are:
- Leadership: striving to shape a better future.
- Collaboration: enhance collective talent.
- Integrity: be transparent.
- Accountability: be responsible.
- Passion: being committed to the heart and mind.
- Diversity: having a wide range of brands and being as inclusive as them.
- Quality: search for excellence.
GreenPeace Mission, Vision and Values
Mission and vision
Greenpeace is an independent organization, politically and economically, that uses non-violent direct action to attract public attention to global environmental problems and to advance the solutions necessary for a green and peaceful future.
At Greenpeace we work to:
- Protect biodiversity in all its forms.
- Prevent pollution and abuse of the oceans, land, air, and fresh water.
- End all nuclear threats.
- Promote peace, world disarmament and non-violence.
Values
Personal responsibility and non-violence
We take personal responsibility for our actions and call for non-violence. These principles are inspired by the Quaker concept of 'witnessing', which advocates that personal action must be based on personal responsibility. Therefore, we are responsible for our actions, and every Greenpeace activist knows that they will always act with direct non-violent action.
Independence
We are politically and financially independent. We do not accept money from companies or governments. Individual donations, along with our partners' dues, are the only source of our funds. Our independence gives us the authority we need to campaign for real change.
Greenpeace has no permanent friends or enemies
In exposing threats to the environment and in the search for solutions, we have no permanent allies or adversaries. If a company or government is willing to change, we will work with them to achieve their objectives, but if they change their proposals we will also change. What matters is not the words, but the deeds, and our priority is one: the benefit of the environment.
Promoting solutions
At Greenpeace we seek solutions and promote open and informed debate about society's environmental choices. We are not working to address environmental problems, we are working to eliminate them. That is why we developed our roadmap to save the oceans through the establishment of maritime reserves and that is why we want to promote an energy revolution that points the way forward to move to clean energy sources, to name two campaigns. But we are not satisfied with pointing out the problems, we develop, seek and promote concrete actions to achieve a green and peaceful future for all.
Nike mission, vision and values
Vision. "Bring inspiration and innovation to every athlete on the planet."
Mission. «To be the largest seller of shoes and clothing for athletes in the world.
Representation and reliability of shoes, clothing and equipment, new product development, pricing, product identity through the market and promotion as well as customer service and support are important aspects of competition in the tennis wear industry. , clothing and sports equipment… we believe that we are competitive in all these areas ”.
The purpose of the company is: »to give the corporate employee an advantage through proactive programs that reflect the care of the global Nike family; from our teammates, from our customers and from those who provide services to Nike.
Conclusions
As you can see, the large companies that have the best brand always have clearly defined the strategic backbone to function and make all the different organs and elements of the company work in relation to it. I hope this article encourages you to shape these three key aspects: the mission, vision and values of your company, and thus define this very important corporate identity, which will help you make the best decisions in the future.
This analysis will be useful to prepare your SWOT analysis of the company, as well as the personal SWOT of all employees.
Along with all this, you can start with the design of the digital marketing strategy that helps you achieve any objective or goal that you set for yourself.
You already know, do not overlook this analysis if you want to start a business soon or if you have just started it.
How important is the mission, vision and values of a company to you?
Why are values so important for a company and the people who work in it?
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