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1.3.1 Define the plan's purpose

A Mission is a clear statement of the business of the organisation. It should reflect the products or services and the activities required to successfully compete in a given marketplace.

Without going into extensive depth, organisations can set strategic directions by identifying the strengths, weaknesses, opportunities and threats (SWOT) that impinge upon vision and mission attainment. By undertaking a SWOT analysis organisation's seek to involve employees and management in determining information that will then be translated into priorities addressing internal and external issues that impinge upon strategy setting.

Distinct organisational core competencies are the mix of organisational skills, knowledge and attitude that can unite to provide a unique competitive edge or advantage. Building on these competencies over time can promote a sustainable advantage over business competitors. Such competencies reinforce the strengths and opportunities and permit the organisation to address weaknesses and threats.

Some distinctive competencies may be in price, quality or time factors generated through the application of the organisation's knowledge, skills, attitude and cognitive capabilities. In every successful organisation the development of core competencies in the area of service or product delivery to the customers should be apparent. It is important, therefore, that strategic planning and operational plans support and promote these competencies in both the short term and the long term.

It is part of the strategic planning process to ensue the organisations core competencies are in tune with the customer's shifting requirements. It is also essential that product mix and price continue to move with the market demands. As identified earlier, strategic planning provides the foundations for determining exactly how operational plans can select the product or service that provides the opportunity for the company to best develop a competitive advantage.

To ensure the organisation's objectives are in line with customer requirements, they often identify Key Result Areas or critical success factors. Basically Key Result Areas are the priority objectives considered from the perspective of customer needs. They must reflect not only the organisation's competitiveness but also productivity in terms of customer outcomes.

Activity 3

Some times visions and mission statement are merged. Some planners even suggest the vision and mission are not different. Below is an example of a vision and mission for an international technology and research company.

VISION: To enhance the well being and life for people living in tropical climates.

MISSION : We provide technical advice, pharmacological design and evaluation facilities to medical research seeking to prevent tropical diseases.

Note how these are quite different. Does your organisation - or one you can identify closely with - have a separate vision and mission?

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