Organisational objectives 3 On completing this chapter you should be able to: Know and understand

Organisation
Vision statement
Mission statement
Nokia
Our vision is a world where 
everyone is connected
Nokia exists to connect people with 
each other and the information that 
is important to them with easy-to-use 
and innovative products. Nokia aims to 
provide equipment, solutions and services 
for consumers, network operators and 
corporations.
Minnesota Health 
Department (USA)
Keeping all residents healthy
To protect, maintain and improve the 
health of all residents
McDonald’s 
Restaurants
Where the world buys more 
McDonald’s than any other 
fast food
McDonald’s aims to be the world’s best 
quick service restaurant experience. Being 
the best means providing outstanding 
quality, service, cleanliness and value so 
that we make every customer in every 
restaurant smile.
Table 1.3.1 
Comparing vision and mission statements
So what is the link between vision statements, mission statements and strategies? It 
is simple. Without the direction and focus brought to an organisation by vision and 
mission statements, planning new strategies will be like trying to steer a ship with no 
idea of either where it is or the direction it is meant to be heading in. Vision and mission 
statements give the organisation a sense of purpose and can prevent it from drifting 
between the tides and currents of powerful events.

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Organisational objectives
37
THEORY OF KNOWLEDGE
Hewlett-Packard 'loses its way'
Hewlett-Packard has lost its way. The company is in the midst of an existential crisis. 
It continues to be a large and powerful organisation. It is one of America’s largest 
companies with $127 billion in sales and $7 billion in profits. However, its future 
trajectory
is ominous. Those profits, for example, were 19% lower than the previous 
year’s. HP’s business is under siege on almost every front, losing market share and facing 
declining profit margins.
HP is a traumatised organisation. Morale amongst its employees has hit ‘rock bottom’. 
One
top executive says that creativity has been stifled to the point that very little 
meaningful innovation is possible – ‘We don’t know who we are or what we do
any more’.
The company has not produced a single hit consumer product in recent years. Apple has 
shown the riches awaiting those who invent hit devices. However, there were no iPhones 
or iPads in HP’s bland array of products. Apple was not the only rival for HP, whose diverse 
businesses meant it also competed with enterprise hardware and software companies 
such as IBM and Oracle and consultants such as Accenture.
Work in small groups to research the business of Hewlett-Packard.Prepare a presentation 
that answers the following questions: