Developing Strategy using Mission Statements, Core Values and Vision

1. The MAANZ MXpress Program
Developing Strategy
Mission, Vision and Core Values
Dr Brian Monger
Copyright February 2013.
This Power Point program and the associated documents remain the intellectual property and the
copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These
notes may be used only for personal study associated with in the above referenced course and not in any
education or training program. Persons and/or corporations wishing to use these notes for any other purpose
should contact MAANZ for written permission.

2. MAANZ International
• MAANZ International, is a Not for Profit,
internet based professional and educational
institute which has operated for over 25 years.
• MAANZ International offers Professional
Memberships;
• Marketing Courses (Formal and Short)
• And Marketing Publications
• www.marketing.org.au
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3. Dr. Brian Monger
• Brian Monger is the CEO of MAANZ International and a
Professional marketer and consultant with over 40 years
experience.
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4. Organisational Direction
• Strategy should begin with a clear concept and
vision of what business the organisation is in and
what path its development should take.
• The mission statement specifies what activities
the organisation as a whole intends to pursue now
and in the future; it says something about what
kind of organisation it is now and is to become
and, by omission, what it is not to do and not to
become. It depicts an organisation’s character,
identity, and scope of activities.
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5. Core ideology and visionary goals
• The mission statement communicates the firm's
core ideology and visionary goals.
• Vision Statements are often seen as different to
Mission statements, although they can in fact be
combined. Vision Statements should be more
immediate and inspirational. The vision
statement expresses the desired destination of the
organisation within a certain time-frame.
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6. Mission and Vision statements from most
organisations usually lack inspiration
• Mission and Vision statements from most
organisations are usually run of the
mill/ordinary . They lack inspiration and a real
understanding of what is needed. They tend
make obvious statements about "putting
customers first, … valuing employees;
making profits"; etc.
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7. Mission and Vision statements from most
organisations usually lack inspiration
• Good Mission and Vision Statements are
meant not only to provide direction, but should
also be inspirational to those who follow them.
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8. Core Values ‐ Corporate values
statements
• Core values reflect the deeply held values of
the organisation and are independent of the
current management fads.
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9. Similar to Mission and Vision Statements,
Corporate Values Statements provide:
• a vision for your future;
• a mission that defines what you are doing;
• values that shape your actions;
• strategies that zero in on your key success
approaches; and
• goals and action plans to guide your daily,
weekly and monthly actions.
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10. Examples of values that some firms have
chosen to be in their core:
• excellent customer service
• pioneering technology
• creativity
• integrity
• social responsibility
• All fine as basics, but they need to be stated in
an inspirational and creative way that will
stand out and mean something
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11. • For more information about MAANZ International and articles
about Marketing, visit:
• www.marketing.org.au
• http://smartamarketing.wordpress.com
• http://smartamarketing2.wordpress.com
• . http://www.linkedin.com/groups/MAANZ‐
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• Email: info@marketing.org.au
• Link to this site ‐ ‐ http://www.slideshare.net/bmonger for
further presentations
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12. END
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