Vision, Mission and Purpose of British Airways

Only available on StudyMode
  • Download(s): 7008
  • Published: September 23, 2010
Read full document
Text Preview
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 the business and/or possibly a visionary statement concerning the future. A mission is likely to be stated broadly and generally and it is unlikely that it can ever be achieved completely. Thus, the organization pursues the mission, looking for new opportunities and new ways of building value for customers, dealing with problems and seeking to progress in the chosen direction continuously. Improvements in the overall situation towards the stated mission are the appropriate measure of performance. Managers at all levels are likely to be set specific objectives to achieve. These, logically, are quantifiable targets for sales, profit, productivity or output, and performance against them is measured and evaluated. Objectives then become measurable points which indicate how the organization is making definite progress towards its broad purpose or mission. Vision, Mission and Purpose

Vision …Progress, Values, and Standards of behaviour and Performance Mission…Aims, distinctiveness, purpose resources and values make up

Objectives… Direction, end
points and timescales

Goals and Objectives
Objectives should be set and communicated so that people know where the strategic leader wants the business to be at some time in the future....
tracking img