VISION
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MISSION ANALYSIS 2.1.
Importance (Benefits) of Vision and Mission Statements
Zara clearly has a formalized mission statement and they are currently striving to achieve their mission through strategies implemented though their objectives in long-term period. According to King and Cleland, taken from Fred David
‘s Strategic Management
book, it is said that there are six benefits of having carefully-developed mission statement: 1.
To ensure unanimity of purpose within the organization 2.
To provide a basis, or standard, for allocating organizational resources 3.
To establish a general tone or organizational climate 4.
To serve as a focal point for individuals to identify with the organization‘s
purpose and direction, and to deter those who cannot from participating further
in the organization‘s
activities 5.
To facilitate the translation of objectives into a work structure involving the assignment of tasks to responsible elements within the organization 6.
To specify organizational purposes and then to translate these purposes into objectives in such a way that cost, time, and performance parameters can be assessed and controlled In case of Zara, their mission statement clearly and firmly emphasizes their purpose, which is to be an environmental-friendly company and contribute to society development. Their purpose is also their base in making allocation to their resources in which we know that Zara allocates more on creating an eco-friendly operations and boosting its supply and value chain other than spending for marketing campaigns. The mission statement, combined with its corporate culture, somehow produces a conducive organizational climate for achieving their objectives.