دانشجویان کارشناسی ارشد مدیریت بازرگانی , دانشگاه آزاد کیش

مدیریت استراتژیک

بیانیه های ماموریت و چشم انداز برندهای معروف دنیا

این مطلب توسط آقای سید حمیدرضا عظیمی نوشته شده است.

بدون شک در رویکرد توصیفی به مدیریت استراتژیک، تعیین Mission (رسالت، ماموریت) و Vision (چشم انداز) از بخشهای مهم یک برنامه ریزی استراتژیک است. اهمیت این موضوع در فرهنگ کسب و کار ژاپنی ها به قدری است که ضرب المثلی با این مضمون دارند : « چشم انداز بدون عمل مثل رویا است و عمل بدون چسم انداز مشابه یک کابوس شبانه خواهد بود » در اینجا نمونه ی چشم انداز و ماموریت چند برند شناخته ی شده ی دنیا آورده شده است، مطالعه این بیانه های ماموریت و چشم انداز کمک شایانی به درک بهتر نحوه ی تدوین چشم انداز و ماموریت برای کسب و کار کوچک و متوسط ما خواهد کرد.

 از آن جا که ترجمه ی این بیانه های ماموریت ممکن بود منجر به از دست رفتن مفهوم اصلی شود ؛ به منظور حفظ تمام محتوای آن، از ترجمه ی آنها خودداری شده است :

Ford Motor Company

Vision Statement

To become the world’s leading Consumer Company for automotive products and services.

Mission Statement

We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world.  We anticipate consumer need and deliver outstanding products and services that improve people’s lives.

Apple Computer

Vision Statement:

To make a contribution to the world by making tools for the mind that advance humankind.

Mission Statement:

"To produce high-quality, low cost, easy to use products that incorporate high technology for the individual. We are proving that high technology does not have to be intimidating for noncomputer experts."

Dell

Mission Statement:

"With the power of direct and Dell's team of talented people, we are able to provide customers with superb value; high-quality, relevant technology; customized systems; superior service and support; and products and services that are easy to buy and use".

Vision Statement:

"To be the most successful computer company in the world at delivering the best customer experience in markets we serve."

General Motors

Vision Statement:

"GM’s vision is to be the world leader in transportation products and related services. We will earn our customers’ enthusiasm through continuous improvement driven by the integrity, teamwork, and innovation of GM people."

Mission Statement:

"G.M. is a multinational corporation engaged in socially responsible operations, worldwide. It is dedicated to provide products and services of such quality that our customers will receive superior value while our employees and business partners will share in our success and our stock-holders will receive a sustained superior return on their investment."

Mc Donalds

Vision Statement:

"McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

Mission Statement:

Be our customers' favorite place and way to eat."

Toyota

Vision Statement:

"To be the most successful and respected car company in America."

Mission Statement:

"To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America."

General Electrics

Vision Statement:

 'We bring good things to life'.

The University of Mississippi School of Education

 Vision Statement:

To be a stellar school dedicated to providing and developing exemplary instruction utilizing research that is relevant, practical, and effective.

FedEx Corporation

Mission Statement:

FedEx will produce superior financial returns for shareowners by providing high value-added supply chain, transportation, business and related information services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards.

بسیاری از شرکت های شناخته ی شده ی دنیا در طور دوران فعالیت خود، ماموریتشان را تغییر داده اند مثلاً ماموریت سونی شرکت شناخته شده ی ژاپنی در اوایل دهه ی 50 بسیار جالب بوده است. آنها در بیانیه ی ماموریت خود گفته اند که می خواهند ذهنیت مردم دنیا نسبت به ژاپن که محصولات بی کیفیتی دارد، تغییر دهند. آیا شما امروز ژاپن را تولید کننده محصولات بی کیفیت می دانید ؟

Sony (early 1950's)

"Become the company most known for changing the worldwide poor-quality image of Japanese products"