University of Trent vision, mission, goals, and objectives (VMGO)

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VMGO or University of Trent's Vision case study sheds light on the strategic planning process that helps the management implement pre-planned business strategies. This Vision case study solution will help the higher management at University of Trent better set a direction for their Business and properly strategize it to achieve the desired goals. Down here is a live illustration of a standard Vision case study solution. Ask us for instant help in your custom Vision case solution.  

1. What is Vision, Mission, Goals, and Objectives (VMGO)

Setting a clear vision, mission, goals, and objectives (VMGO) is part of the strategic planning process that helps management in implementing the planned business strategies. Business organizations use VMGO as a comprehensive strategic planning tool to provide a blueprint for translating the dreams into actions. Through VMGO process, organizations build consensus, and direct the efforts towards achieving the assigned objectives that are based on broader goals, and reflect the organization's vision and mission. The VMGO process enables the organizations to emphasize on the short-term objectives, while keeping an eye on the long-term goals, mission, and vision.

There are certain times, when organizations should use this process to provide the right direction. For instance, the VMGO process is important when a news organization is established. Another time is when a new initiative is taken, or an organization starts a large project that may put the business in a new direction. VMGO process is also adopted when an organization enters into a new growth phase.

Vision, mission, goals, and objectives are four legs, and are interconnected in a way that an organization cannot only talk about the vision without communicating its mission, goals, and objectives. Vision is a vivid mental image of a business’s desired future state, mission refers to the core business purpose and drivers that may lead towards achieving the vision, goals are broad targets that businesses strive to achieve over the long-term, and objectives refer to the specific and measurable actions that organization could take to accomplish the broader goals. This article applies the VMGO model to understand the strategic priorities of University of Trent.

2. Model application on University of Trent

2.1 Vision of University of Trent

2.1.1 What is vision?

Vision of an organization is also called the ‘organizational purpose’. It is designed to reflect fundamental reasons for a business’s existence. At University of Trent, the vision is shared and believed by all organizational members. Being a future-oriented concept, vision reflects the University of Trent’s long-term dream. When vision is described in two to three sentences, it forms a vision statement. Vision statement forms a mental image of ‘desired’ future organizational state, and articulates a view of organization’s realistic, attractive and credible future.

2.1.2 Importance of having a vision for University of Trent?

Having a clearly articulated vision is important for University of Trent as it provides necessary direction for business to achieve its purpose. The vision also helps University of Trent in setting the long-term goals. It serves as a guide for management in challenging times, and motivates employees to work towards achievement of shared goals. University of Trent’s vision instills the sense of belongingness to the organizational members, and sets the stage for strategic planning. It illustrates what University of Trent stands for, and why it exists. The vision statement is also important because it forms the inspiration behind all advertising messages and marketing campaigns run by University of Trent.

2.1.3 Key characteristics of University of Trent’s vision statement

2.1.3.1 Future focused

University of Trent’s vision statement is future focused, and has a long-term vision. It describes the University of Trent’s desired future state, and conveys the actions that organization strives to engage to achieve the ‘desired future state. The vision statement of University of Trent also guides organizational leaders in taking the right decisions that are important for achieving the broader vision.

2.1.3.2 Clear and well communicated

University of Trent has developed a clear and well-articulated vision statement that communicates the organizational vision to all stakeholders in an easily understandable manner. At the workplace, management takes appropriate steps to communicate the vision across all hierarchal levels, and communicates how vision is connected with the organizational objectives.

2.1.3.3 Bold

By developing a ‘bold’ vision, University of Trent communicates where the business could go in the future. It gives a broader picture, a map, and a challenge for the business to attain the desired future state.

2.1.3.4 Brevity

University of Trent has developed a succinct vision statement that could be easily communicated and remembered by management, employees, stakeholders, and the general public. The statement is neither too short, nor too long. Whole vision reflects in only three sentences, which could easily be remembered.

2.1.3.5 Illuminates values

University of Trent’s vision statement illuminates the core business values that are strongly connected with the broader organizational purpose.

2.1.3.6 Motivational and vibrant

It is important to develop a vision that is motivational. University of Trent’s vision statement is motivational and vibrant. It pictures the end result of how University of Trent would look like upon fulfilling its core purpose of existence. Without explaining the processes of getting there, the vision statement sets the target. This target then motivates the management to adopt and adjust strategies that may help University of Trent in achieving its vision.

2.2 Mission

2.2.1 What is mission?

Mission statement of University of Trent is a concise description of why the company exists, what it does, how its offerings are different from competitors, who it serves and what is the broader business purpose. University of Trent does not outlines the business outcomes, but highlights the business’s current position and future scenario by explaining target market, product/services and key differentiating factors. This information is provided with a little philosophical touch. Mission keeps the company’s focus on action that may lead towards achievement of core business purpose. It provides an internal direction to University of Trent for the future, and creates enthusiasm among organizational members to achieve business goals.

2.2.2 Importance of having mission for University of Trent?

2.2.2.1 Motivates employees

At University of Trent, mission statement plays a very important role of motivating employees to achieve organizational goals. It helps employees in seeing the work purpose and meaning. Employees get to know ‘how’ their job contributes towards achieving larger business goals. It boosts the employees’ morale, and encourages them to focus on the positive aspects of routine work activities.

2.2.2.2 Improves performance

A well-crafted mission statement develops an environment that motivates organizational members to set high performance standards, and exert full efforts to achieve the business purpose that reflects into the mission statement. University of Trent’s mission statement engages the employees with business’s core values, which ultimately improves the overall business performance.

2.2.2.3 Sets core purpose

The mission statement provides foundation for developing strategies that help University of Trent in defining core business purpose. When combined with the vision statement, it defines why University of Trent exists, and how the business is achieving its core purpose.

2.2.3 Key characteristics of University of Trent’s mission statement

2.2.3.1 Precise and brief

University of Trent’s mission statement is neither too wide, nor too narrow. By keeping the mission statement precise, University of Trent successfully conveys the core business operations, and communicates the overall business goals and objectives at the same time. The mission statement of University of Trent is clear enough to lead to action, and no complex/unclear phrases are added for publicity purpose.

2.2.3.2 Create expectations

A well-designed mission statement creates expectations of targeted audience. University of Trent creates the expectations by targeting the audiences’ ‘most desired’ needs in its mission statement. For instance, University of Trent promises to deliver the best value for money, which creates expectations that customers will receive the ‘best’ value for money every time they will make the purchase decision.

2.2.3.3 Distinct and unique

University of Trent’s mission statement is distinct. The company communicates in its mission statement ‘how’ its offerings are different, and what is University of Trent’s competitive advantage that differentiates itself from competitors. This distinctiveness sets a unique brand image in public’s mind, which means the University of Trent’s mission cannot be generalized for other brands operating in the same industry. High uniqueness makes it harder for other companies to steal the University of Trent’s mission statement, primarily because while crafting the mission statement, University of Trent specifically considered the factors that make the company special and unique.

2.2.3.4 Positive and motivating

The mission statement of University of Trent spreads positive messages by communicating how University of Trent solves the problems of the targeted audience, how it meets the stakeholders’ expectations, and how a business creates an overall positive impact for targeted audience and society in general. Mission statement also motivates the organizational and societal members to feel worthwhile for getting connected with organization as employees or customers.

2.2.3.5 Targeted

University of Trent has a well-targeted mission statement that expresses the brand’s target audience and reflects the audience’s needs and wants. The company knows the importance of tailoring the mission statement to match the audience’s desires.

2.2.3.6 Realistic

Despite being unique and distinct, University of Trent’s mission statement remains realistic. It does not include any overly philosophical phrase that may make the mission statement grandiose to the extent where it loses the touch with reality. The company has grounded its mission statement in what business actually provides.

2.2.4 Components of University of Trent’s mission statement

A well-crafted mission statement has eight key components. University of Trent’s mission statements includes all these components, as explained below:

2.2.4.1 Product/services

University of Trent’s mission statement indicates the products and services that the company offers. All key business offerings are listed in the mission statement to communicate ‘what’ University of Trent offers to its target market.

2.2.4.2 Targeted market

Other than mentioning the products/services, the mission statement of University of Trent describes ‘to whom’ the products and services are offered and ‘what’ are key target market characteristics. Statement reflects a brief customer profile to indicate the type of market University of Trent is serving.

2.2.4.3 Technology

In technological section, the mission statement communicates the technologies that University of Trent is implementing to achieve its business goals. It also demonstrates the University of Trent’s commitment to acquiring better vendors who could help University of Trent in keeping pace with changing technological environment.

2.2.4.4 Philosophy

University of Trent’s mission statement reflects its basic philosophical beliefs, ethical priorities, and aspirations. Company places high importance to bringing innovation and inspiration, taking care of society, adopting customer-centric approach, and creating value for all stakeholders. Company has incorporated all values and beliefs into its mission statement.

2.2.4.5 Policy

University of Trent considers its employees an important internal stakeholder. In its mission statement, the company describes its policies for employees and workforce welfare so that employees may consider themselves a valuable asset of the organization.

2.2.4.6 Self-concept

In its mission statement, University of Trent communicates its competitive advantage and distinctive competencies. University of Trent is committed to enriching the people’s lives around the world by offering a memorable consumption experience with the best value for money. Mission statement also reflects the company’s commitment to environmental welfare, social welfare, quality, and constant innovation.

2.2.4.7 Concern for survival/growth/profitability

An important component of mission statement is reflecting whether company is concerned for survival, growth or profitability. Being a commercial organization, University of Trent clearly reflects its financial objectives within its mission statement, which allows the stakeholders to know company’s strategic priorities and financial motives.

2.2.4.8 Public Image

University of Trent conveys basic business functions and features in its mission statement that sets a positive organizational image in public. By setting the public image, University of Trent employees get guidance about how to behave to comply with the approved public image.

2.3 Goals of University of Trent

2.3.1 What are goals of University of Trent?

Goals are defined as the end point or target that a business wants to achieve in the long run. Goals provide an overall destination that helps the company in realizing the vision. University of Trent has developed motivational and aspirational goals that drive the organization towards achieving desired objectives. Goals include a list of accomplishment that University of Trent has set, and strives to achieve over the long term. Mostly, the University of Trent’s goals have a broad scope, are intangible, and are difficult to measure.

2.3.2 How University of Trent set business goals?

While determining business goals, University of Trent takes care of the following points:

•  Set goals are not complicated, and are well-defined to avoid the ambiguity
• Set goals establish a long-term business strategy
• Goals are ambitious, but realistic and achievable
• Set goals help University of Trent management in visualizing the overall business vision, and the work required to achieve that vision

When goals are set, University of Trent involves all major stakeholders who could share valuable input. It helps University of Trent in gaining the ‘buy in’ for set goals.

2.3.3 Characteristics of University of Trent’s business goals

Effective goals give motivation, clarity, and focus, and have specific characteristics that are mentioned below:

2.3.3.1 Challenging

At University of Trent, goals are set as the vehicles for change rather than the tools of complacent. By assigning challenging goals, University of Trent management motivates the employees to give their best performance. Challenging goals stretch the employees’ mind, and encourage them to think bigger. Although, goals are challenging, but remain attainable to keep the motivation level high.

2.3.3.2 Linked with rewards

It is important to link the goals with rewards to incentivize the goal attainment. At University of Trent, employees who successfully attain goals are rewarded with salary increments, promotions and other tangible and intangible rewards. Rewards enhance the significance and meaning of goals, and strengthen the employees’ commitment with goals.

2.3.3.3 Result oriented

Goals are result oriented. Compared to objectives, goals are broader and have a more generalized focus. Moreover, it is not possible to cover all possible behavioral and organizational performance aspects in assigned goals. So, University of Trent chooses the most important business areas that make highest contribution to the overall business performance. By using balance scorecard approach, University of Trent sets goals that cover the key result areas.

2.3.3.4 Adaptable

Effective goals are flexible and adaptable. As University of Trent operates in quickly changing business environment, flexible goals remain alive over a period of time, and allow University of Trent to adapt with the changing external environment.

2.3.3.5 Inclusive

University of Trent sets business goals that adopt a holistic view, and reflect the expectations of broader stakeholders. Rather than just focusing on wealth maximization for shareholders, University of Trent tends to develop inclusive goals that focus on long-term sustainability. For instance, while setting goals, University of Trent considers the impact on the employees, environment and society.

2.5 Objectives

2.5.1 What are objectives of University of Trent

Business objectives are the results that companies strive to achieve, and include the strategies for getting there. Usually, business objectives include a timeframe within which they could be attained with available resources. While setting objectives, University of Trent considers the SMART criteria that guides the management to ensure that the set objectives are specific, measurable, attainable, realistic and timely.

Some key objectives of University of Trent are to- increase the profit by 15 percent during next 12 months, drive the sales revenue by 25 percent by the end of year and reduce customer complaints by 50 percent during the next 6 months.

2.4.2 Importance of setting clear business objectives for University of Trent

At University of Trent, objectives are mutually set by management and employees and organizational values and goals provide a basic direction during objective setting process. It is important to set the clear business objectives as objectives help company to direct effort and energy for achieving broader goals. When objectives are well-designed and accepted by the employees, they inspire the need to act. Employee involvement in the objective setting is a strong reason behind successful objective achievement at University of Trent.

2.4.3 Characteristics of University of Trent’s SMART business objectives

SMART business objectives allow employees and managers to develop, track and achieve short and long-term goals. SMART objectives are designed by parameters that bring traceability and structure together, and create trajectory with clearly defined milestones within a specific timeline. Here are SMART characteristics of University of Trent’s objectives:

2.5.3.1 Specific

In SMART acronym, ‘S’ refers ‘specific’. Specific objectives provide a clear direction, and employees remain certain about how to act to achieve the set objectives. At University of Trent, management ensures that objectives are not vague, as unclear objectives could harm the business performance. Managers at University of Trent help employees in setting, understanding and achieving the assigned specific objectives.

For instance, instead of assigning an unclear objective of ‘increasing sales’, which does not answer what to sale? How much increase? And by when? Management assigns objective like ‘increasing sales of product ‘A’ this year by 20 percent’. By ensuring the specificity, University of Trent employees get clear idea of what they are expected to achieve and by when to achieve.

2.5.3.2 Measurable

Second SMART acronym ‘M’ refers measurable. University of Trent management assigns measurable objectives that could be tracked to ensure if efforts are being exerted in right direction. Managers assign the quantitative measures to make tracking easier. For instance, another SMART objective of University of Trent is to ‘reduce the waste by 30 percent during next 12 months’. This objective is measurable, and could be tracked along the year to measure the progress.

2.5.3.3 Attainable

Third SMART acronym refers ‘attainable’. A common mistake that companies do is that they assign unachievable objectives. University of Trent understands the importance of assigning attainable objectives to avoid frustration and burnout. Before assigning objectives, management analyzes what has been achieved and what could be achieved in available time if employees exert full efforts. It makes objectives challenging yet attainable.

2.5.3.4 Realistic

Fourth SMART acronym refers ‘realistic’. At University of Trent, management ensures that the organization has all resources that are required for achieving the objectives, and everything is in place from ideation to implementation stage.

2.5.3.5 Timely

Fifth SMART acronym refers ‘timely’. It is important to set the targeted timeframe within which the objectives need to be attained. At University of Trent, management ensures that the assigned objectives are time bound. Setting deadline cultivates a sense of urgency.

2.7 Alignment between vision, mission, goal, and objectives of University of Trent

University of Trent ensures that its vision, mission, goals and objectives share strong alignment. A misalignment between any of these components could negatively affect the University of Trent’s image, and make it difficult for management to achieve desired business objectives. University of Trent considers its goals and objectives as the building blocks for achieving vision and mission. Through goals, University of Trent measures the progress towards achieving mission and vision, and considers objectives as the plan for achieving the goals.

3. Conclusion

VMGO is an important strategic planning process that provides necessary guidance to the businesses about how they could achieve their vision, mission, goals and objectives. University of Trent has developed a clear, well-articulated vision that is strongly connected with its mission statement. The goals and objectives also reflect the organizational vision and mission. Strong alignment between all four components is an important reason for continued business success.

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