Corporate Strategy or Strategic Management Concepts and Cases by Fred R. David, Francis Marion University, Florence, South Carolina, & Forest R. David, Strategic Planning Consultant

1. Chapter 2

2. AS IS
ORGANIZATION
TO BE
ORGANIZATION
PROCESS
INFORMATION FLOW
LEADERSHIP
VISION TEAM
CHANGE
CULTURE
WORKERS
TRANSITION
ORGANIZATION

3. SIEMENS: Where technology touches lives
DU PONT: Better things for better living through Chemistry
HYUNDAI: Building a better world through innovative technology
NOKIA: Connecting people
XEROX: The document company
IBM: Solutions for a small planet
PHILIPS: Let's make things better
BPL: Believe in the best
TELENOR: We're here to help

4. 1. Tyson Foods’ vision is to be the world s first choice for protein solutions
while maximizing shareholder value.
2. General Motors’ vision is to be the world leader in transportation products
and related services.
3. Dell’s vision is to create a company culture excellence where
environmental is second nature.
4. PepsiCo’s responsibility is to continually improve all aspects of the world
in which we operate – environment, social, economic – creating a better
tomorrow than today.

5. • Presents where we want to go.
• Easy to read and understand.
• Captures the desired spirit of an organization.
• Gets people's attention.
• Describes a preferred and meaningful future state.
• Gives people a better understanding of how their individual purpose could be realized in
the group.
• Provides a motivating force, even in hard times.
• Is perceived as achievable and at the same time is challenging and compelling,
stretching us beyond what is comfortable.

6. An effective mission statement addresses the following points:
• Broad description of what we do/are.
• With/for whom we do it.
• Our distinctive competence. (How we do it "differently", "better", "more
effectively" than others)
• WHY we do it (Our ultimate end)
The mission statement is a broad description of what we do, with/for
whom we do it, our distinctive competence in doing it, and WHY we do it
(our ultimate end).

7. 1. Define what the organization is
2. Define what the organization aspires to be
3. Limited to exclude some ventures
4. Broad enough to allow for creative growth
5. Distinguish the firm from all others
6. Serve as framework to evaluate current activities
7. Stated clearly so that it is understood by all

8. Mission
Components
Customer
Product
Services
Market
Technology
Survival,
Growth,
Profit
Philosophy
Self-
Concept
Public
Image
Employees

9. Customers: “Who are the firm’s customers?”
Products or services: “What are the firm's major products or services?”
Markets: “Geographically, where does the firm compete?”
Technology: “Is the firm technologically current?”
Concern for survival, growth, and profitability: “Is the firm committed to growth and
financial soundness?”
Philosophy: “What are the basic beliefs, values, aspirations, and ethical priorities of the
firm?”
Self-concept: “What is the firm’s distinctive competence or major competitive advantage?”
Concern for public image: “Is the firm responsive to social, community, and environmental
concerns?”
Concern for employees: “Are employees a valuable asset of the firm?”

11. - A MISSION statement explains what the organization does, for whom and the
benefit. A VISION statement, on the other hand, describes how the future will look if
the organization achieves its mission.
- A MISSION statement concerns what an organization is all about whereas a
VISION statement is what the organization wants to become.
- A MISSION statement gives the overall purpose of an organization, while
a VISION statement describes a picture of the "preferred future."
- A MISSION is what an organization does, its action; a VISION is what an
organization would like to happen as a result of the action that it does.
- MISSION answers the question “What would not happen if we were not here as an
organization?” Or more positively, “What change is achieved because we exist? ,
while VISION answers the question: “What are the results, the ends, the
consequences of our action?”
- MISSION looks at today. VISION looks forward;

12. VISION
Dell’s vision is to create a company culture excellence where environmental
is second nature.
MISSION
Dell’s mission is to be the most successful computer company(2) in the
world at delivering the best customer experience in markets we serve(1). In
doing so, Dell will meet consumer expectations of highest quality; leading
technology(4); competitive pricing; individual and company accountability(6);
best-in-class service and support(7); flexible customization capability(7);
superior corporate citizenship(8); financial stability(5).

13. VISION
PepsiCo’s responsibility is to continually improve all aspects of the
world in which we operate – environment, social, economic – creating
a better tomorrow than today.
MISSION
We aspire to make PepsiCo the world’s(3) premier company consumer
products company, focused on convenient foods and beverages(2).
We seek to produce healthy financial rewards for investors(5) as we
provide opportunities for growth and enrichment to our employees(9),
our business partners and the communities(8) in which we operate.
And in everything we do, we strive to act with honesty, openness,
fairness and integrity(6).

14. VISION
Procter & Gamble’s vision is to be, and be recognized as
MISSION
Procter & Gamble will provide branded products and services of superior quality and
value(7) that improves the lives of the world’s(3) consumers. As a result,
consumers(1) will reward us with industry leadership in sales, profit (5), and value
creation, allowing our people(9), our shareholders, and the communities(8) in which we
live and work to prosper.

15. “The tragedy of life doesn’t lie in not
reaching your goal.
The tragedy lies in having NO goal to
reach.”
Benjamin Mays