Mission Vs Vision Swot Analysis

MISSION VS VISION

Organizations summarize their goals and objectives in both mission and vision statements. Both of these serve different purposes for a company and offer several implications in short and long term. Mission statement strongly described as company behavior and what the wants to do now, a vision statement on the other hand is an outlines of what a company requirement to be in the future (Ebben, 2005).

Vision basically has been seen as a picture of future structure for an organization. It is something that the person, team or organization wants to create in its best possible future (Papulova, 2014). Putri (2007) stated that vision is viewed as a mental picture of a compelling future situation. It originates from creative imagination,

Understanding this environment is fundamental to formulating strategy, decision making and strategic planning. As a result, there is a proliferation of strategic planning tools to enable managers to formulate competitive strategies in line with the requirements of their business environments. Organizations accomplish this balance by evaluating new programs and services with the intent of maximizing organizational performance. Banu Khan (2015) through MindTool pages explain that SWOT Analysis is a useful technique for understanding Strengths and Weaknesses, and for identifying both the Opportunities open and the Threats that might be face by individual or organization. These (SWOT) analyses may well be used more often than any other management technique in the process of decision

Valentin (2001) said that the SWOT analysis is the conventional approach of searching for insights into ways of realizing the desired alignment. The SWOT analysis is no doubt a valuable tool in the field of business strategy because it invites decision makers to consider important aspects of their organization’s environment and helps them organize their thoughts. However, Panagiotou (2003) argued that the open nature and unstructured method of SWOT offer little help to users and planners are left without indication as to where to search for such variables, or what to do after finding them in terms of how best to incorporate them in strategy formulation.

SWOT on the other hand is an analytical framework that can help your company face its greatest challenges and find its most promising new markets (Irwin¸ 1969).

Albert Humphrey (1960) as founder of SWOT matrix model describe that SWOT analysis is aiming to identify the key internal and external factors that are important in achieving the objective. SWOT analysis groups key pieces of information into two main categories:

1. Internal factors: the 'strengths' and 'weaknesses' internal to the