Vision and Mission
Vision and mission statements play a vital role in the strategic planning of an organization. Aguinis (2013) states defining an organization’s current and future identity are a key component of the strategic planning process. Strategic planning creates a blueprint to chart an organization’s goals and to aid in the division of resources to properly achieve the established goals (Aguinis, 2013). Properly communicating the goals and identity of an organization are essential if employees are to completely understand their purpose and mission to the organization. A review of the vision and mission statements for Harley Davidson reflects certain insights into the identity of the organization but also reflects some areas of improvement in adequately including the eight characteristics of an ideal mission statement.
Characteristics of an Ideal Mission Statement
The mission statement for Harley Davidson is shorter than one might expect based on the components that are contained within an ideal mission statement. The breakdown of the eight characteristics of an ideal mission statement is fairly comprehensive despite the brevity of the statement. Although as will be discussed there is room for improvement in addressing all the components of an ideal mission statement. Aguinis (2013) points out that at times vision and mission statements can blend together; this is evidently the case with Harley Davidson as well as will be discussed.
The basic products or service provided to customers is addressed as is the targeted groups of customers served. The mission statements points out that Harley Davidson provides to (whom) the general public (does what) an expanding line of motorcycles and branded products. The benefit is beautifully articulated as (with what benefits) fulfilling dreams through the experience of motorcycling. The technology component could be argued either way. Although not obviously outlaid, it could be argued that the “expanding line” of products obviously includes new technologies in the production or delivery. To more adequately address this component phrases such as advanced engines or innovative product design or the like could easily be added to the mission statement to more effectively address the technology component.
The mission component that speaks to survival through profitability and growth could again be highlighted more directly, but this component could be argued to exist. The expanding line of products indicates that the company intends to grow, but the statement could be more goal-focused to more adequately address this component. The managerial philosophy could be assumed to be the statement of fulfilling dreams which could work for both the benefits as well as a managerial philosophy, but since the philosophy is a key component, it could be expanded upon to include the values that drive the organization (Jurevicius, 2013).
The public image component could be included in fulfilling...