There are several elements that result from the planning stage but for the purpose of this Learning Activity we will focus on the development of long-term goals.  Long-term goals are set by the owners, leaders or upper management depending on the structure, size or type of organization.  Long-term goals reflect the big-picture goals and objectives are directly related to the purpose and vision that the leaders and owners develop.  In today’s change-dominated business environment long-term goals are set to be accomplished in 2-3 years’ time as opposed to the previous century’s 5-10 years.

Long-term goals are often created through planning and strategizing.  The process begins with the vision and mission of the business.  To understand the concepts of vision and mission and their role in the process, you will take the role of the leader and formulate the vision and mission of an organization.

With the addition of a new division and a new product line, senior leadership has determined that the current Mission and Vision statements may not be as relevant as they once were.  Max has tasked the team from GoTo Consulting to present a more relevant Mission and Vision statement to reflect their growing presence but also their desire to be a leader in sustainability and green products.

For this Learning activity, write one paragraph for each statement below:

• In your own words, explain the purpose(s) of a Mission Statement as contrasted from the purpose(s) of a Vision Statement.  In your analysis, explain who the intended audience is for each.
• Then, present your Mission Statement and explain why you took the approach that you took in crafting it.  Your explanation should reflect how your newly-crafted Mission Statement fulfills the purpose(s) of a Mission Statement.
• And finally, present your Vision Statement and explain why you took the approach that you took in crafting it.  Again, your explanation should reflect how your newly-crafted Vision Statement fulfills the purpose(s) of a Vision Statement.