When taking your organization global, an effective mission and vision statement will help to chart your path to global success. See the mission and vision statements of well-known multi-national companies and how they have driven the company forward. fr -

1. copyright 2016 Import Export Institutecopyright 2016 Import Export Institute
Creating a Vision and Mission
Statement
A necessity when going global
Dana Smith, CGBP
www.importexportinstitute.com
Dana Smith

2. copyright 2016 Import Export Institute
Mission Statement vs.
Vision Statement
A Vision Statement sets the direction
for the organization.
Mission Statements tell the world
what it is the organization currently
does.

3. copyright 2016 Import Export Institute
What is a Mission Statement?
Statement of purpose for the
organization.
A mission statement tells the world
what it is that the business does.
Drives everything that your business
does.
Provides a path.
Drives decision-making.

4. copyright 2016 Import Export Institute
When developing a Mission
Statement, ask these questions…
What do we do?
How do we do it?
For whom do we do it?
Why do we serve our clients they way we
do?
Why are we in this industry?
Why did we start this business?
What image of the business do we want to
convey?

5. copyright 2016 Import Export Institute
Mission Statement should
include…
Purpose and aim of the organization
The organization’s stakeholders –
customers, clients, shareholders, etc.
How the organization provides value
to these stakeholders

6. copyright 2016 Import Export Institute
The Mission Statement should
include…
Key Market – Who is your target?
Contribution – What product or
service do you provide to that
market?
Distinction – What make your
product or service unique so that
your client buys from you?

7. copyright 2016 Import Export Institute
Example of a Mission Statement…
Courtyard by Marriot:
“To provide economy and quality minded travelers
with a premier, moderate priced lodging facility
which is consistently perceived as clean,
comfortable, well-maintained, and attractive,
staffed by friendly, attentive and efficient
people.”.”
Market: economy and quality minded travelersMarket: economy and quality minded travelers
Contribution: moderately priced lodgingContribution: moderately priced lodging
Distinction: clean, comfortable, well-maintained,Distinction: clean, comfortable, well-maintained,
attractive, staffed by friendly, attentive andattractive, staffed by friendly, attentive and
efficient peopleefficient people

8. copyright 2016 Import Export Institute
Live Your Mission Through Your
Brand
Nike: “To bring inspiration and innovation to
every athlete in the world.”
Starbuck’s – “To inspire and nurture the human
spirit – one person, one cup, and one
neighborhood at a time.”
Amazon: “To be the most customer-centric
company in the world, where people can find and
discover anything they want to buy online.”
Intel: “Delight our customers, employees, and
shareholders by relentlessly delivering the
platform and technology advancements that
become essential to the way we work and live.”
Ebay: “Provide a global trading platform where
practically anyone can trade practically anything.”

9. copyright 2016 Import Export Institute
What is a Vision Statement?
A description of a company’s longA description of a company’s long
term values and goals.term values and goals.
Inspirational.Inspirational.
Framework for strategic planning.Framework for strategic planning.
Answers the question: Where do weAnswers the question: Where do we
want to go?want to go?
Provides a future snapshot, in words,Provides a future snapshot, in words,
of where your company wants to be.of where your company wants to be.

10. copyright 2016 Import Export Institute
Consider these questions when
creating a Vision Statement
How can the organizations values be
included?
How will the group grow in terms of
size and effectiveness?
Would the world be a better place if
the organization was living out its
mission?

11. copyright 2016 Import Export Institute
Examples of Vision Statements
Avon – “To be the company that best
understands and satisfies the product, service
and self-fulfillment needs of women - globally.”
Ford – “To become the world's leading Consumer
Company for automotive products and services.”
Nike – “To be the number one athletic company
in the world.”
Pfizer – “We will become the world's most valued
company to patients, customers, colleagues,
investors, business partners, and the
communities where we work and live.”