ORGANIZATIONAL DIRECTION: MISSION & OBJECTIVES

DETERMINING ORGANIZATION DIRECTION:

Through an interpretation of information gathered during environmental analysis, managers can determine the direction in which an organization should move.

2 important ingredients of organizational direction are Organizational Mission and Organizational Objectives.

DETERMINING ORGANIZATIONAL MISSION:

The most common initial act in establishing organizational direction is determining an organizational mission.

ORGANIZATIONAL MISSION is the purpose for which the Organization exists.

The firms organizational mission reflects such information as what types of products or services it produces, who its customers tend to be, and what important values it holds.

Organizational Mission is a very broad statement of organizational direction and is based on a thorough analysis of information generated through environmental analysis.

DEVELOPING A MISSION STATEMENT:

A MISSION STATEMENT is a written document developed by management, normally based on input by managers as well as non managers, that describes and explains what the mission of an organization actually is.

The mission is expressed in writing to ensure that all organization members will have easy access to it and thoroughly understand exactly what the organization is trying to accomplish.

IMPORTANCE OF ORGANIZATIONAL MISSION:

An organization mission is very important to an organization because it helps management increase the probability that the organization will be successful.

There are several reasons why it does this.

First, the existence of an organizational mission helps management focus human effort in a common direction.

The mission makes explicit the major targets the organization is trying to reach and helps managers keep these targets in mind as they make decisions.

Second, an organizational mission serves as a sound rationale for allocating resources.

A properly developed mission statement gives managers useful guidelines about how resources should be used to best accomplish organizational purpose.

Third, a mission statement helps management define broad but important job areas within an organization and therefore critical jobs that must be accomplished.

RELATION BETWEEN MISSION & OBJECTIVES:

Sound organizational objectives reflect and flow naturally from the purpose of the organization.

The organization’s purpose is expressed in its mission statement.

Thus organizational objectives must reflect and flow naturally from an organizational mission that, in turn, was designed to reflect and flow naturally from the results of an environmental analysis.

STRATEGY PLANNING – ENVIRONMENTAL ANALYSIS

The 1st step of the strategy management process is environmental analysis. An organization can only be successful if it is appropriately matched to its environment.

ENVIRONMENT ANALYSIS is the study of the organizational environment to pinpoint environmental factors that can significantly influence organizational operations.

MANAGERS commonly perform environmental analyses to help them understand what is happening both inside and outside their organizations and to increase the probability that the organizational strategies they develop will appropriately reflect the organizational environment.

In order to perform an environmental analysis efficiently and effectively, a manager must thoroughly understand how organizational environments are structured.

For purposes of environmental analysis, the environment of an organization is generally divided into 3 distinct levels:

  1. General Environment
  2. Operating Environment
  3. Internal Environment

Managers must be well aware of these 3 organizational environmental levels, understand how each level affects organizational performance and then formulate organizational strategies in response to this understanding.

THE GENERAL ENVIRONMENT:

The components normally considered part of the general environment are:

  • Economic
  • Social: Including Demographics and Social Values
  • Political
  • Legal
  • Technological

THE OPERATING ENVIRONMENT:

The operating Environment includes various components like:

  • Customer
  • Competition
  • Labour
  • Supplier
  • International Issues.

THE INTERNAL ENVIRONMENT:

The level of an organization’s environment that exists inside the organization and normally has immediate and specific implications for managing the organization is the internal environment.

It includes marketing, finance and accounting,planning,organizing, influencing and controlling within the organization.

FUNDAMENTALS OF STRATEGIC PLANNING

STRATEGIC PLANNING:

Strategic Planning is  the long range planning that focuses on the organization as a whole. In doing strategic planning, managers consider the organization as a total unit and ask themselves what must be done in the long term( 3 to 5 years) to attain organizational goals.

In strategic planning, managers try to determine what their organization should do to be successful 3 – 5 years from now. The most successful managers tend to be those who are capable of encouraging innovative strategic thinking within their organization.

STRATEGY:

Strategy is defined as a broad and general plan developed to reach long term objectives.Organizational strategy can and generally does focus on many different organizational areas such as Finance, Sales,Marketing,Production, Research and Development and PR.

It gives broad direction to the organization.

Strategy is actually the end result of strategic planning. Although larger organizations tend to be more precise in  developing organizational strategy than smaller organization, every organization must have a strategy.

For a strategy to be worthwhile, it must be consistent with organizational objectives, which, in turn, must be consistent with organizational purpose.

STRATEGY MANAGEMENT:

Strategy management is the process of ensuring that an organization possesses and benefits from the use of an appropriate organization strategy. An appropriate strategy is one best suited to the needs of an organization at a particular time.

The strategy management process is generally thought to consist of 5 sequential and continuing steps:

  1. Environmental Analysis
  2. Establishment of an Organizational Direction.
  3. Strategy Formulation
  4. Strategy Implementation
  5. Strategic Control