Page 43 - CL How to Read a Case Study

mission is achieved. When Martin Luther King said "I have a

dream" he was making a vision statement, aspirational in
outlook with no defined time limit. In other words vision

statements are not time related nor do they display

specificity or measurability.

The objective of the mission statement is to inspire from top
to bottom within the organisation.

Mission

The mission is the fundamental distinguishing purpose

which the organisation sees as identifying itself from other
organisations. It is generally an enduring statement of the

ethos of the organisation. Strategic planning is, therefore,

conditional upon the mission statement.

Goals

Overall aims of the enterprise couched in quantifiable
and/or qualifiable terms