The mission of the organization, in the broad sense, in the broadest sense, reflects the meaning of the organization itself. In a narrow sense, it shows how this organization differs from those similar to it.
The most important task of strategic management is to establish a balance of interests between different social institutions, as well as groups of people who are interested in the organization to exist and function.
Social institutions and groups of people include:
The first group is consumers ;
2nd group - this is the employees of the organization;
3rd group - these are the owners of the organization;
4th group - these are business partners;
The 5th group is local communities;
The 6th group is a society as a whole (primarily in the person of the authorities).
The interests of the above six groups, to a greater extent, expresses the mission of the organization. It is a business concept that reflects the purpose of this type of business, as well as its philosophy.
1. What does a specific organization do?
2. What is its essence?
3. What are the scope and prospects of the organization?
4. What is the difference between an organization and competitors?
The mission of the organization will answer these four questions. It will help determine what, in fact, this or that organization is doing.
At the same time, the demands and needs of consumers, and not the goods that the organization produces, are put in the foreground. It is necessary to orient or, more precisely, to subordinate the interests of the organization to the interests of the subjects of the external environment. This is what the mission of the organization allows to do, and it is formed in order to:
Firstly, the subjects of the external environment should have a general idea of what the organization is, about its aspirations, about what means it uses to achieve its own goals.
Secondly, to promote the unity of the organization itself and the creation of a corporate spirit in it.
Thirdly, to create the prerequisites for the successful implementation of strategic management concepts.
Strategic management, in turn, identifies nine factors of the strategy of the enterprise, which has a direct impact on how the company uses its own resources:
- The mission of the enterprise is a clearly articulated reason why the enterprise itself exists.
- Competitive advantages, allowing the most efficient use of available capacity.
- Organization of a business, that is, that organizational structure that makes it possible to use competitive advantages in practice .
- Products that meet the wishes of consumers.
- Markets.
- Ongoing costs and investment.
- Changes in the structure of the enterprise.
- Development programs.
- Management culture, competence.
The mission of the company gives the actions of employees (workers) of the organization meaningfulness, focus, which allow you to better see, be aware of their own activities. Not only what they should do, but also for what they carry out activities. Therefore, the mission should be bright, concise, well understood and reflect the following aspects:
- circle of satisfied needs;
- characteristics of manufactured products, as well as its competitive advantages;
- Prospects for the growth of the business.
The mission sets only general guidelines, directions of activity of the organization (enterprise, company), reflects the meaning of existence. And the specific, final states that the organization (enterprise, firm) seeks are fixed in the form of goals, the achievement of which is highly desirable.
Goals, in turn, must be flexible, achievable, specific, in no case contradict each other, have the status of law for all members of the organization (enterprise, company).