## Vision and Mission

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### Vision

Vision implies the blueprint of the company's future position.

Answers the question: "Where do we want to go?"
Reflects top management's views about the company's direction and focus on product–customer–market–technology
Points out a particular direction and moulds organisational identity

#### Essentials of a Good Strategic Vision

1. Requires creative thinking about how to prepare a company for the future — it is an exercise in intelligent entrepreneurship.

2. A well-articulated strategic vision creates enthusiasm among organisation members.

3. The best-worded vision statement clearly illuminates the direction in which the organisation is headed.

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### Mission

Mission explains the reason for the existence of the firm in society.

Answers the basic question: "What business are we in and what do we do?"
Broadly describes an organisation's present capability, customer focus, activities and business makeup

#### Essentials of a Good Mission Statement

1. Should be precise, clear, feasible, distinctive and motivating.

2. Must give the organisation its own special identity, business emphasis and path for development — typically setting it apart from similarly positioned companies.

3. Defines the company's business by:

What needs it is trying to satisfy
Which customer groups it is targeting
What technologies, competencies and activities it uses and performs

4. Good mission statements are unique to the organisation for which they are developed.

#### Why Should an Organisation Have a Mission?

1. To ensure unanimity of purpose within the organisation.

2. To develop standards for allocating organisational resources.

3. To provide a basis for motivating the use of resources.

4. To establish a general tone in the organisation.

5. To serve as a focal point for those who identify with the organisation's purpose and direction.

6. To facilitate translation of objectives and goals into a work structure.

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### Vision vs. Mission — Quick Comparison

Dimension	Vision	Mission
Time orientation	Future	Present
Question answered	Where do we want to go?	What business are we in?
Focus	Direction and aspiration	Purpose and existence
Nature	Inspirational blueprint	Operational definition

Worked example

### Example 1

Vision Example: Microsoft's vision — 'A computer on every desk and in every home.' This was a future-oriented statement that clearly illuminated the direction of the organisation and inspired employees.

Mission Example: Google's mission — 'To organize the world's information and make it universally accessible and useful.' This describes what Google does (organizes information), for whom (everyone — universally), and what value it provides (accessible and useful).

### Example 2

Exam Scenario — Distinguish Vision from Mission:

'To be the world's most loved travel brand' → Vision (future aspiration, where we want to go).

'We provide end-to-end travel solutions to leisure and business travellers in India at affordable prices' → Mission (what business they are in, who they serve, what they offer).

⚠️ Common exam mistakes

Swapping Vision and Mission definitions — remember Vision = future/where we want to go; Mission = present purpose/what business we are in.
Writing that mission and vision are the same thing — they are distinct; Vision is aspirational and future-oriented, Mission is operational and present-oriented.
Forgetting that a good mission statement must define: needs satisfied + customer groups targeted + technologies/competencies used.
In 'Why have a mission?' questions, writing vague points — each reason should be a distinct, specific purpose.

Reference:

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