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Missions and Values

Winning is desired by all but should always be in a morally correct way- without playing any

dirty games and in compliance with the companys rules andregulations.Undeserving win by

unfair competitions is not upheld - Internal company processesand government regulatory

bodies are a check!

Mission and values are frequently talked about terms, bit abstract,overused but more often

misunderstood.

Mission is where and what weare heading towards. Values is how we successfully fulfil

ourmission and what kind of a behaviour wouldbe required.

Mission statement is a statement of the purpose of a company or organization. The mission

statement should guide the actions of the organization, spell out its overall goal, provide a

path, and guide decision-making. It provides "the framework or context within which thecompany's strategies are formulated". It answers the question, "Why do we exist?" The

mission statement articulates the company's purpose both for those in the organization and for

the public

The company should make smart choices in terms of theiremployees,resources,investments. They should not fall prey to a commonly thought of

mission ietoprovide every possible service to all the customers at all times! Company

should consciously delineate their strengths andweaknesses,to determine the area in

which it can yield profits in terms of lucrative growth and increasing value for the

stake-holders but bold ideas are welcome too, which might at the moment soundimpossible to achieve-something which has the power to

excitepeople,inspirethem,encourage them towards what seems to be impossible. A

mission would aim at balancing the possibleand the impossible.

Creatingmissions that sounded real-not abstract but specific anddescriptive,with aglobal ambition. Practically this would involve examining the different sectors of

work,identifyinggreyareas,fixing themandif need be sell off specified units.The

mission should not be unheard off by the lower layers of themanagement.To sum up,it

shouldbe reflected upon in every meeting, resulting strategies and decisions

thereofshouldbe mission friendly,employees playing a positive role shouldbe

awarded for their efforts and those who donot might as wellbe disregarded. Inputs

should be welcome from every employee,especially the smart ones,from all quarters.

Setting the missionis left to the top management.It should not be entrusted to anyone

but those who ultimately bear the onus.

Every business should have a mission statement, both as a way of ensuring thateveryone in the organization is "on the same page" and to serve as a baseline for

effective business planning.

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Values-define behaviour that will direct us to winning.A value is a belief, a mission, or a

philosophy that is really meaningful to the company. An example of a business value is:

"Customer Satisfaction." Another example of a value is "Being Ethical and Truthful." Every

company has one or more values, whether they are consciously aware of it or not. A value is

a statement of the company's intention and commitment to achieve a high level ofperformance on a specific QUALITATIVE factor.

It is debatable!-In smaller companies it can be taken up for discussions in all themeetings,though it might pose a problem in the larger ones.To deal with the

latter,meetings,training sessions and as much as possible,personal discussions are

held;sometimes the intranet can be a boon too.This eventually provides more

ideas,better insights.

The creation process is iterative-the executive creates a first version of it,which wouldbe open to modifications by employees at all levels of the organisation.

Values should be real- identifiable,tangible. Employees following them should be rewarded,this improves employee

satisfaction,improves financial growth and above all,it gives rise to a force that binds

all!

The missions and values must be mutually reinforcing.There are times when companies have

leaped to a different sector of business but ended up tragically due to forgotten missions and

the values governing them.They more often get driven by fast profit making ideas. failing to

figure out what values and behaviours would be practised to reach such a heady goal and

eventually leading to collapses- loss of jobs for thousands!

Specific missions and values go a long way in making ones enterprise profitable,ignorance inthis regard would only create hindrances on their way to tap their full potential.

Setting up a mission and developing values is a gradual,time consuming process.It might

require long meetings,erratic work hours,prolongeddebates,letting go off employees who

arnt living up to the mission and the existing value system. It is a long and painful process

but given the time and energy,it would be worth it!

To cite an example:

Globally renowned brand McDonalds lives by the mission- to be their customers favouriteplace and way to eat. Their global strategy plan to win focusses on the five Ps: People,

Products, Place, Price and Promotions.

On its way McDonalds has accomplished quite a many milestones. To name a few:

Most Admired Company in the world, awarded for their awe-inspiring Management

quality,Global Competitiveness,Use of Corporate Assets,Best Long-Term

Investment,etc.

The Company strongly believes in keeping its mission in mind in all the meetings,have its

every decision and initiative linked with the mission, rewarding those who contribute and

letting go off those who fail to live up to their mission.

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The Values are etched in every employers mind, they should be encouraged to contribute to

the overall process which in turn creates a healthy working atmosphere where growth is

inevitable.

Some of its core values include:

Placing their customers experience at the core of all they do- providing them food atthe best quality and rates in a healthy and welcoming environment. Their goal is

Quality, Service, Cleanliness and Value for every customer at every time.

Bringing together individuals from different backgrounds, honing different skills,nurturing talents and providing opportunities, rewarding achievements, producing

leaders!

Their Business model is depicted by the 3 legged stool of owners/operators,Suppliers and Company employees .Business must be operated ethically i.e

interests of one and all should be taken care of.

With a Globally recognised name comes a great responsibility, that of contributing tothe society in a positive manner. Funds are collected in Ronald McDonald House

Charities. Every outlets size, scope and resources are leveraged, to do their bit in

making this world a better place to live in.

Providing sustained profitable growth to the stake-holders of the company, keeping inmind their customers wellness and health.

Theres always a room for improvement! Changing customers, employees and systemneeds are dealt with to ensure steady evolution of the system aided by innovation.