Essay about Vision, Mission and Purpose of British Airways

1839 Words Oct 7th, 2010 8 Pages
The Strategist’s Choice

Vision, Mission and Purpose of British Airways
Do you know where you are taking your business? Having a sense of vision, mission and purpose provides the underpinning for strategic direction.

established and made explicit sometime in the past. Objectives therefore establish direction and in some cases set specific end points. They should have time-scales or end-dates attached to them. The attainment of them should be measurable in some way and ideally they will encourage and motivate people.

Strategic Direction and Purpose
Business needs direction in terms of where the business owner or strategic leader wants it to go, and how he or she would wish it to develop. This is really related to the mission of
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To be feasible, it had to obtain employee support which it failed to do.

A good mission statement has five characteristics
1. It will contain a

strategic leader should seek to remain informed and aware of what is happening.

2. 3. 4. 5.

Vision
While mission statements have become increasingly popular for business people, vision statements are less prevalent. The lack of a published statement, of course, is not necessarily an indication of a lack of vision. Where they exist they reflect the company's vision of some future state, which ideally a business will achieve. Terminology and themes such as a world-class manufacturer, a quality organisation, a provider of legendary service and a stimulating, rewarding place to work might well appear. The essential elements focus on those values to which the business is committed and appropriate standards of behaviour for all people. Possible improvement paths, employee development and measures or indicators of progress should be established for each element of the vision

formulation of aims that enables progress towards them to be measured. It differentiates the company from its competitors. It defines the business(es) that the company wants to be in, not necessarily is in. It is relevant to all stakeholders in the firm, not just shareholders and managers. It should

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