A mission is the general expression of the overall purpose of the organisation which is in line with the values and expectations of major stakeholders and concerned with the scope and boundaries of the organisation. It is sometimes referred to in terms of what business are we in? E. g. be healthy and fit. The Coca-Cola Company Mission Our Mission is: •To refresh the world – in mind, body and spirit •To inspire moments of optimism – through our brands and actions, and •To create value and make a difference – everywhere we engage Is the desired future state of an organisation. It is an aspiration around which a strategist might seek to focus the attention of members of an organisation. E. g. To run the Dubai marathon. The Coca-Cola Company Vision To achieve our Mission, we have developed a set of goals, which we will work with our bottlers to deliver: Profit: Maximising return to shareowners while being mindful of our overall responsibilities. People: Being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy people’s desires and needs. Partners: Nurturing a winning network of partners and building mutual loyalty. Planet: Being a responsible global citizen that makes a difference. Values represent an individual’s core beliefs and tend to be deep-seated and relatively enduring. They tend to be learnt at an early age and passed on through generations. They form an underlying framework which guides an individuals contraction of the world, and their response to events in it. Typical underlying value systems may include the belief that it is wrong to get into debt; a belief that family is more important than work; and that it is important to be the winner of any competitive event. The term values should be distinguished from value. Economists describe value as the ratio of the benefit arising from product relative to its cost. The distinction between values and value is that an individuals value system influences the value they place on any particular object. A person with a alue system that rates security and reliability highly may place a high value on a car that is solidly built but not particularly attractive. Another person whose value system ranks recognition by others as being more important may place a higher value on a car which is not necessarily reliable, but has street credibility’. Although value systems tend to be deeply ingrained, they have a tendency to change through an individual’s life cycle. So it follows that the value system of a teenager is likely to be different to that of a young adult parent, and different again to an elderly retired person. The Coca-Cola Company Values Our shared values that we are guided by are: •Leadership •Passion •Integrity •Accountability •Collaboration •Innovation •Quality Goal The term goal means general aim in line with mission.
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