Mission Statements & Operating Charters

1. Mission Statements & Operating Charters Chapter One Overview

2. Types of Mission Statements • Corporate • Working • Departmental • Personal

3. Corporate • Usually long and flowery • Pretty as a Hallmark Card • Corporate Feel-Good • Not very useful in day-to-day operations

4. This is Hallmark We believe that our products and services must enrich people’s lives and enhance their relationships. That creativity and quality in our concepts, products and services are essential to our success. That the people of Hallmark are our Company’s most valuable resource. That distinguished financial performance is a must, not as an end unto itself, but as a means to accomplish our broader mission. That our private ownership must be preserved.

5. Working Mission Statements • Define business goals in broad strokes. • Define what you do in a single, clear, crisp and memorable sentence. • Defines what makes you different, better, special.

6. Working Mission of Hallmark To create unique, high-quality products that enrich and enhance relationships To reflect this warm, friendly spirit of Hallmark products in our stores.

7. Department Missions • Defines the role your group plays in the organization. • To assist Coca-Cola marketers worldwide in developing volume-driving initiatives utilizing our sponsorship of the 1996 Summer Olympic Games.

8. Personal Missions • Must be short and able to be memorized. • To be the corporate expert on all-things Olympic. To provide leadership and marketing ideas for fully activating Coca-Cola’s Olympic affiliation.

9. Why Do Multiple Levels of Mission Statements? • DEFINES everyone’s role in the big picture. • SPECIFIES responsibilities. • POINTS to the ultimate objective.

10. Three Steps To Building A Mission Statement • List two or three ideas that sum up your job responsibilities. • List a core principle for which you will stand. • Write down who you are working to help.

11. McDonald’s • Prepare high-quality fast food. • Provide quick and friendly customer service • Operate a clean, safe & inviting restaurant.

12. Try Building One • Walmart • Analyze some that you brought into class……

13. Operating Charters • Foundation of your business plan. • Defines areas you have authority to operate; • Lists the tasks you will accomplish; • Identifies how you will measure success; • Waves warning flags for things out-of-your control which may mess things up.

14. Elements of the Operating Charter • Scope • Primary Objectives • Secondary Objectives • Aspirations • Quantifiable measures of success • Constraints

15. Mission / Charter • Work hand-in-hand. The mission should be the halo under which the charter defines “how” you are going to get where you want to get to.

16. Why Charters Work • Define the chaos of everyday workload. • Help ward off wild-goose chases that inevitably come out of senior management meetings. • Help prioritize what’s important and what’s not. • CAN HELP GET YOU PROMOTED!

17. How? • Gives you quantifiable success stories for your annual personnel review.