Professional Documents
Culture Documents
2.2 MISSION
A mission is a purpose. It may be mentioned in a few words. Such as, producing
goods or providing services and so the objectives are communicated through the
mission statement. The mission of an organization is the base and it is that the
strategies are built upon. It focuses on the purpose of an organization through a
statement describing the reason of an organizational existence. Mission can be defined
as the fundamental purpose of an organization or an enterprise, describing why it exists
and what it does to achieve its vision. On the other hand, a mission helps an
organization to define its present nature of business as well as what is should do in the
future. A mission, which is developed based on the organizations vision, is required to
assist management of organization in answering the following two fundamental
questions, what is our business? And what will our business be? (Hashim, Vision,
2008). Mission and vision are both related to an organizations purpose.
For example, missions of AirAsia Berhad are to be the best company to work for
whereby employees are treated as part of a big family, create a globally recognized
ASEAN brand, to attain the lowest cost so that everyone can fly with AirAsia, and
maintain the highest quality product, embracing technology to reduce cost and enhance
service levels. AirAsias mission statement defined on their intention to be the best
company to work for whereby employees are treated as part of a big family, create a
globally recognized ASEAN brand, to attain the lowest cost so that everyone can fly with
AirAsia, and maintain the highest quality product, embracing technology to reduce cost
and enhance service level. AirAsia really put an effort with the companys values on
safety, valuing their people, customer focused, and excellence in performance as the
main components in their business strategy which driven based on safety first, high
aircraft utilization, low fare no frills, streamline operations, lean distribution system, and
point to point network.
2.3 OBJECTIVES
Objective refers to the aim which and organization tries to achieve. Objectives are
generally in plural form. Objectives are predetermined, they provide clear direction to
the activities and results to be obtained from the planning process. Company objectives
need to be breakdown into performance targets for each of the organizations separate
businesses, product lines, functional departments and individual work units. Objective
setting thus a top-down process that must extend to the lowest organization level.
Objectives must be SMART (Specific, Measurable, Achievable, Realistic, and Timely).
Objectives must be clearly defined, so that the works become goal oriented and
unproductive and unsystematic tasks can be avoided.