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Management - Vikhansky OS

Chapter 4 MISSION AND OBJECTIVES OF

There is no fair wind the ship,

whose team does not know where she swims.

Folk wisdom

The previous chapter ended commentary on the fact that no organization can successfully survive in a competitive environment, if it is not clearly defined benchmarks, trends that define something that it seeks what it wants to achieve in its activities. Target beginning in the organization arises not only because it is necessary to have reference points, so as not to die in a changing environment. At the beginning of the first title in the organization occurs because the organization - an association of people pursuing certain goals.

People create organizations in order to use them to solve their problems. This means that from the beginning organizations have designated target orientation. People are in the organization, in order to thereby obtain for themselves a certain result. And it also gives the company a certain target orientation. Finally, people from the external environment (customers, the public, business partners, etc.) as well as those who are masters of the organization or organizations working in the pursuit of their own objectives in cooperation with the organization, give its existence a certain direction and thereby developing the desired start in the organization.

When it comes to target early in the behavior of the organization and, accordingly, about the beginning of the target in the management of the organization, they usually talk about two components: the mission and purposes. The establishment of both, as well as the development of strategies of behavior that ensures the implementation of the mission and achieving the organization's objectives, is one of the main tasks of senior management and, accordingly, is a very important part of strategic management.

1. The mission of the organization

There is a wide and a narrow understanding of the mission. In the case of a broad understanding of the mission is seen as a statement of philosophy and purpose, the meaning of existence of the organization. The philosophy of the organization determines the values, beliefs and principles, according to which the organization intends to carry out its activities. Purpose defines the actions that the organization intends to carry out, and then what kind of organization it is meant to be. The philosophy of the organization is rarely changed. As for the second part of the mission, it may vary depending on the depth of changes that may take place in the organization and in its operation environment.

In the event that there is a narrow understanding of the mission, it is regarded as the above assertion as to why or for what reason the organization exists, ie Mission understood as a statement that reveals the meaning of the existence of the organization, which manifests itself unlike the organization of like her. Correctly formulated mission though is always the general philosophical sense, nevertheless certainly bears something that makes it unique in its kind, it characterizes the organization, in which it was developed. Later in this tutorial mission will be understood as it is understood, when viewed in the narrow sense.

Target beginning in the organization arises as a reflection of the goals and interests of different groups of people, one way or another connected with the organization of activities and involved in the process of its functioning. The main groups of people whose interests influence the activities of the organization, and therefore should be taken into account when determining its destination, are:

• organization proprietors, creating, leading and developing effective organization to organization by assigning performance to solve the problems of life;

• employees of the organization, their work directly to support the activity of the organization, development and product realization and promotion of external resources received by the organization for their work compensation and solved with the help of this compensation the vital issues;

• buyers organization product, give her the resources (usually money) in exchange for the product offered to them by the organization and are satisfied with this product, their needs;

• organization of business partners who are with her in the formal and informal business relationships, providing commercial and noncommercial organizations and services receive the same services from the organization;

• local community, located in the interaction with the organization, which has a multi-faceted content, associated primarily with the formation of the social and ecological environment of the organization;

• society in general, especially in the face of state institutions, collaboration with organizations in the political, legal, economic and other areas of macro-received from the Organization of the created its wealth to ensure social welfare and development, the fruits of which, along with other members of the community also enjoys and organization.

The mission of the organization to a greater or lesser extent, should reflect the interests of all the above six subjects. The degree of manifestation of the mission in the interests of each of these six subjects principally depends on which entity has dimensions in which it is a member of the business and the like where the The most stable, strong and specific impact on the mission of the organization, regardless of what the organization represents, have the interests of owners, employees and customers. Therefore, the mission of the organization should be formulated so that there is necessarily a manifestation of the combination of the interests of these three groups of people.

According to Kotler [3], the mission should be developed based on the following five factors:

• history of the company, during which the company's philosophy was elaborated, formed its profile and style of activity, place on the market, etc .;

• the existing style of behavior and mode of action of owners and management personnel;

• The status of the habitat of the organization;

• resources that it can set in motion in order to achieve their goals;

• features possessed by the organization. Well formulated mission clarifies what is

organization and what it aspires to be, and also shows the difference between the organization from other similar ones. For this mission in the accompanying explanation of the following characteristics of the organization should be reflected:

• targets organizations that reflect that the decision of any tasks directed activities of the organization, and what to aspire to the organization in its activities in the long term;

• the scope of the organization, reflects the organization which product offers the customers and then on what the market organization implements its product;

• philosophy of the organization, which finds expression in the values and beliefs that are accepted in the organization;

• whether and how the implementation of the organization's activities, reflecting what the power of the organization, what are its distinctive capabilities for long-term survival, in what way and using what technology organization doing its job, which for this purpose has the know-how and advanced technology.

Along with the above characteristics of organization during the formation of the organization's mission important is reflected in the content and form of presentation of the image of the mission, which has organization. Mission to a greater or lesser extent always reflects the image of the organization. However, when skilful approach to the formulation of the mission can be achieved that the image is very clearly reflected in it, which has the organization.

So why is it that the mission is stated that it gives to the organization?

Firstly, the mission provides the subjects of the environment a general idea of what constitutes the organization to which she aspires, which means it is ready to use in their work, what is its philosophy, etc. In addition, the Mission contributes to the formation and consolidation of a certain image of the organization in the representation of the subjects of the environment.

Secondly, the mission contributes to the formation of unity within the organization and creation of corporate spirit. This is evident as follows:

• mission makes clear to staff a common goal, the purpose of the organization. As a result, employees of the organization, realizing its mission as to orient their actions in the same direction;

• Mission helps to ensure that staff can easily install his person identification with the organization. For those employees who identify themselves with the organization's mission in favor of the concentration point of attention in the implementation of its activities;

• Mission promotes the establishment of a specific climate in the organization, because through it, people are brought up to the philosophy of the organization, values ​​and principles that underlie the construction and implementation of the organization's activities.

Third, the mission creates an opportunity for more effective management of the organization due to the fact that it:

• is the basis for the establishment of the organization's objectives, provides a consistent set of goals, and also helps the development strategy of the organization, setting direction and allowable boundaries of its operation;

• provides a standards organization for the distribution of resources and provides the basis for assessing the use of resources in the process of functioning of the organization;

• extends to a worker meaning and content of its activities and thus allows for a wider range of motivation techniques.

The mission should not carry the specific instructions about what, how and in what time frame should be made of the organization. It defines the main directions of traffic management, location of the organization's processes and phenomena taking place inside and outside.

It is important that the mission was formulated very clearly in order to make it easily understood by all those interacting with the organization, in particular all members of the organization. This mission must be formulated in such a way as to exclude the possibility raznotolkov, but at the same time leave room for creativity and flexibility of the organization.