What is a mission? In management, this concept is very vague. It stands for company philosophy. For an enterprise to work stably and provide income, it must be beneficial to people, and not just profit to its owner. That is why today large corporations make their mission the protection of the environment, helping people or improving the quality of life of each individual.
Definition
A management mission is a specific goal that a company wants to achieve. It should be specific, not vague. The goal of a good mission is to improve the quality of life of people. Any business is primarily aimed at the consumer. But it is foolish to assume that the head of any enterprise sets a goal of enrichment. Naturally, people work for money and for the sake of money. But this is not paramount.
Examples of a mission in management are improving the quality of food, living conditions, creating good taste among the population. These are the missions that large corporations set themselves. But the main thing is the implementation of conceived plans. Consumers do not like being deceived. And if a large restaurant, which aims to improve the quality of food, will offer its visitors dishes from second-rate products, then there will be no trust in this institution. The mission should not only be on paper, it must be realized, and every day, and not from time to time.
Formation
Having the concept that the mission in management is improvement and positive changes in people's lives, it is easy to understand how it is formed. Managers and executives of the company are thinking about what benefits they can bring to the population and how it can be “profitably” sold.
To get any business on its feet, you need to come up with a good mission that will form the basis of the company's philosophy. It should be understood that purpose, like goals, may change from time to time. But changes should occur when consumers have such a need, and not when the head decides that his business does not generate income.
Life does not stand still, it changes all the time. Change affects the fashion, whims and desires of people. Accordingly, if yesterday people needed comfort, and today they live well, then something can and should be changed. For example, you can offer not only comfortable conditions of service, but also the speed of service, an individual approach.
All these changes will directly change the brand philosophy and mission in particular. Nevertheless, once having developed a line of behavior, managers and managers must understand that it will need to be adhered to throughout the entire existence of the organization.
Phased mission creation
The mission in management is the philosophical views of the founders and leaders. Nevertheless, any business is designed for people, and it is precisely in accordance with their needs that a brand philosophy should be formed. How the mission in management is developed in stages:
- Meeting. At the first meeting of leaders and founders, it is necessary to work out the goals and objectives of the business being created. A person must understand well what he is going to and what he will come to in a year, two and in 10 years. Planning is mandatory both at the first stage of work, and at all the next steps in the formation of a business.
- Recruitment. If the manager wants his goals and objectives to be carried out as he planned, then you need to carefully select employees. It is advisable to know in advance their character set, philosophical views, achievements in past works, as well as weaknesses.
- Consumer market analysis. It is necessary to conduct a survey and collection of information on the network. Managers should understand what is fashionable and what is in demand today. It makes no sense to offer people something that they absolutely do not need. Of course, it’s good to develop a taste for beauty in people, but nevertheless it should be done imperceptibly. No one will use the services of the company if it does not offer people what they need.
- The final meeting. Having picked up suitable employees and having formed the concept of who the company will work for, it is necessary to form a mission. It may be slightly different from the one that was originally conceived. The main thing is that the company benefits people, and consumers understand that the company works for their benefit.
Difficulties in creating a mission
Creating something new, a person will always face difficulties. The mission and goal of management are necessary so that leaders themselves understand what they are going to. Below, what pitfalls exist when developing a brand philosophy or when rebranding a company:
- History. Starting from scratch is always difficult. The first thing a young firm is faced with is consumer distrust. The right mission helps the company to get its first customers. A bad story or mistakes made in the past can seriously damage your reputation. Therefore, you need to correctly present your shortcomings without masking them. Admitting your mistakes is not scary if the company promises consumers that it will no longer make annoying mistakes.
- Resources. Opening a new company is always costly. The mission in words does not mean anything unless it is confirmed in practice. From the first days of the existence of the company, it should raise the bar very high. This may require additional expenses that will need to be attracted with the help of investors or loans.
- Individuality. It makes no sense to copy competitors. Such an approach will not lead to anything. The new firm must work out its mission and act in accordance with it. The more the company will have differences from competitors, the better. Consumers will understand what they get for their money, and they will also know that they can only provide such services in this company.
Mission and vision
The mission and goal of the management of any company should be transparent. Anyone should have access to this information. What for? Mission transparency and visions build brand confidence. If a person is close to the philosophy of the company, then he will use its services.
What are the differences between mission and vision? The fact that the mission is the main task of the company, which is implemented from the first days of the organization. Vision is what the company plans to become in 10-20 years. Managers should compare the mission with the enterprise development plan. The stated promises at the planning stage of the company must be kept. And to motivate themselves, leaders should not hide such information. If you don’t need to talk about goals and ways to achieve them, then people need to know what the company strives for and what is guided in achieving their desires.
The company's philosophy should be logical and accessible. It should be followed not only by managers, but also by all employees of the company. Each employee should have their own motivation, which will help him quickly achieve a common goal.
Mission focus
Having once developed a company development philosophy, one must relentlessly follow it. The organization’s mission in management is a general idea to improve the lives of its customers. How does the direction of this view develop:
- Meeting the needs of the target audience. It is unrealistic to please everyone, and it is not necessary. Any company has its own audience for which it works. Its mission should be aimed at improving the quality of life of these very people. Moreover, to achieve this goal, it is advisable not to infringe on the interests of those people who are not included in the target audience.
- High performance of products or services. The leader should not only believe that he is producing a good product, but he really must do it.
Components
What the mission and goals of strategic management consist of:
- Produced products and services. The mission should be based and grow precisely from what the company produces or offers.
- The target audience. The mission should be narrowly focused. A company cannot benefit everyone. Of course, it should not harm anyone either, but nevertheless it is quite normal that there will always be dissatisfied people who will condemn the company for its mission and philosophy as a whole.
- Competitive advantages. One component of the mission is that the firm must have advantages. The more there will be, the more potential customers the company will attract.
- Mission is a part of philosophy that is simply necessary for any self-respecting company and brand.
Competition
The concept of the organization’s mission in management is inextricably linked with competition. Due to the fact that the consumer has the opportunity to choose whose goods and services he will use, manufacturers are trying in every possible way to cajole their potential customers. What competition consists of:
- Field of work. Each company specializes in a number of manufactured goods and services. Even major figures rarely try to grasp the immensity and do not try to monopolize the entire market as a whole.
- Directivity. Firms compete only with their direct competitors within the framework of a narrow specialization.
- Modernization. Modern companies set themselves the goal of constantly being in trend. They improve the quality of products, upgrade equipment and spend a lot of money on training their employees.
- Reducing links in the amount of integration. Any large company tries to produce not only products, but also raw materials to create their goods. This allows you to reduce product prices and create something unique.
- Geography. Firms compete in local areas. Large companies oppose nationwide, smaller companies - one city.
Requirements for goals and objectives
Having learned more about the missions, goals and objectives of management, you might think that leaders can come up with anything if their philosophy sounds beautiful. This is actually not the case. The mission has some tasks to which it must submit:
- Specificity. The essence of the mission that the company promotes should not be abstract. It is advisable to state the subject of your judgment in one sentence. Customers do not want to remember for a long time about what the company does and what it offers. The capacious slogan may well pass for a good mission.
- Measurability. It is difficult to achieve peace in the world. Therefore, such a mission will not be real, and no one will believe in it. For clients to trust the company, it must fulfill its promises and confirm this in practice. Therefore, you should choose a mission that can be carried out not in a year, but in a month.
- Coherence. Each team member that the leader is recruiting must know how to interact better. If the team is not interested in strictly following the company's philosophy, it will not work to implement the plans.
Goals
Formation of the mission and goals of management is a complex process. What tasks do managers set themselves:
- Identification of current trends and market analysis.
- Short and long term planning.
- A clear understanding of the main and secondary.
- Setting individual goals for employees to improve the quality of work and greater productivity.
Value
The definition of a mission in management was given above. This understanding gives a person an idea of the tasks that managers pursue, creating the mission of their enterprise:
- Managers are required to systematically compile reports and ensure that the mission is carried out not only in words but also in practice.
- Many disparate collectives that collaborate within the same enterprise are united.
- The mission helps to flourish the image of the company.
Now you know what a mission is and how it can help your business.