1.1. What is a vision statement?

The vision statement for Diageo and East African Breweries Ltd Tapping New Markets for Social Good is its strategic plan for the future – it defines what and where Diageo and East African Breweries Ltd Tapping New Markets for Social Good Company wants to be in the future. The vision statement for Diageo and East African Breweries Ltd Tapping New Markets for Social Good is a document identifying the goals of Diageo and East African Breweries Ltd Tapping New Markets for Social Good to facilitate its strategic, managerial, as well as general decision making processes.

1.2. Components of the vision statement

1.2.1. Concise

The vision statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good is brief and to the point. This means that the company has not used long dialects and dialogues to delivers its opinion ad stance to the public and relevant stakeholders. The vision statement should be brief and comprehensive – it should communicate the essence of the business, and its future plans to help the stakeholders understand its business philosophy and business strategy.

1.2.2. Encompassing description

The vision statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good should be brief but should be holistic in nature. This means that the visions statement should be complete in its description and information of what the company desires, and how it plans to achieve its long term goals strategically. The vision statement should be a comprehensive statement identifying the company’s core strengths, which would enable it to achieve its futuristic goals.

1.3. How to develop a vision statement

The company should identify the following t be able to guide its business decisions towards future success and progress to be able to develop a successful vision statement:

1.3.1. Look at the organizational history

• When did Diageo and East African Breweries Ltd Tapping New Markets for Social Good start the business?
• How many employees did the company have during the beginning?
• The significant milestones that Diageo and East African Breweries Ltd Tapping New Markets for Social Good has achieved since being started, and when were these milestones achieved?
• Include all positive and negative milestones that Diageo and East African Breweries Ltd Tapping New Markets for Social Good has faced, and how it overcame them?
• What does Diageo and East African Breweries Ltd Tapping New Markets for Social Good enjoy the most about its business and why?

These questions will help the management and key decision makers at Diageo and East African Breweries Ltd Tapping New Markets for Social Good to critically assess the history and the various decisions that were made for Diageo and East African Breweries Ltd Tapping New Markets for Social Good and the business. These will be critically reviewed for the positive o the negative consequences they brought, and how that influenced the general business direction or Diageo and East African Breweries Ltd Tapping New Markets for Social Good to have it stand in its present position.

1.3.2. Look at the present

• What is the business landscape for Diageo and East African Breweries Ltd Tapping New Markets for Social Good currently?
• How many employees does the business have currently?
• What is the unique value proposition offered by Diageo and East African Breweries Ltd Tapping New Markets for Social Good
• What are the strengths, weaknesses, opportunities and threats being faced by Diageo and East African Breweries Ltd Tapping New Markets for Social Good in the present?
• What is the financial strength of the company in the present?

These questions will help strategic managers and decision-makers identify the need of the business to progress, as well as identify the resources needed for advancement. In addition, these questions will also help Diageo and East African Breweries Ltd Tapping New Markets for Social Good in deciding the future direction it wants to take on, and how to achieve and realize that direction. Lastly, assessment of present standing for Diageo and East African Breweries Ltd Tapping New Markets for Social Good will help the business identify how it can improve the business with potential changes.

1.3.3. Look at the future of the organization

• What are the long term goals for Diageo and East African Breweries Ltd Tapping New Markets for Social Good?
• What are the short term goals for Diageo and East African Breweries Ltd Tapping New Markets for Social Good?
• How can the company improve its offerings?
• Which processes and ideas can be implemented to help the business gain higher effectivity and efficiency?
• What is the potential for growth for Diageo and East African Breweries Ltd Tapping New Markets for Social Good?
• What are the secondary goals of the business?

These questions will allow managers and decision makers for Diageo and East African Breweries Ltd Tapping New Markets for Social Good to clearly think about where they want the business to be in the future, and how this future and its goals can be achieved and realized.

1.3.4. Identify loopholes

The process of critically assessing the past, present and future of Diageo and East African Breweries Ltd Tapping New Markets for Social Good is important for vision building because:

• It allows identification of gaps and loopholes between the present an the future
• It directs Diageo and East African Breweries Ltd Tapping New Markets for Social Good towards filling those loopholes through correct resource allocation
• It helps idea generation for enhancing business performance
• It allows strategic decision making for fueling business growth

1.4. How to implement a vision statement

1.4.1. Gathering for a meeting and idea generation

• Diageo and East African Breweries Ltd Tapping New Markets for Social Good should gather all employees from different managerial levels in groups
• These groups should work towards generating ideas based on what the organization stands for, and what it offers
• The idea generation should be based on the employee's perception
• The ideas should also involve where the progression of the company should be focused on
• In addition, the employees should also focus their ideas on foreseeing a potential future for Diageo and East African Breweries Ltd Tapping New Markets for Social Good

1.4.2. Grouping similar ideas and developing drafts

• Similar ideas should be grouped
• Senior level employees should develop and compare descriptions for grouped ideas
• The grouped ideas should be categorized according to themes
• The thematic groupings should be prioritized with the organizational offerings and values
• Draft vision statements should be created based on high priority groups of ideas and descriptions

1.4.3. Evaluating the vision statement

• Visions statements should be evaluated on their criteria of matching with the organizational offering and potential
• The vision stamen should also reflect the work environment and business potential of Diageo and East African Breweries Ltd Tapping New Markets for Social Good
• The vision statement should be in line with the values of Diageo and East African Breweries Ltd Tapping New Markets for Social Good

1.4.4. Communication of vision statement

• The visions statement should be communicated to all relevant stakeholders of Diageo and East African Breweries Ltd Tapping New Markets for Social Good
• The visions statement should be incorporated in the annual statement
• The visions statement for Diageo and East African Breweries Ltd Tapping New Markets for Social Good should also be updated, and transparently be drafted within the organization
• The visions statement should be sued to guide the drafting of the mission statement

2. The mission statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good

2.1. What is a mission statement?

The mission statement for Diageo and East African Breweries Ltd Tapping New Markets for Social Good is a public document that details the values and strategic aims of Diageo and East African Breweries Ltd Tapping New Markets for Social Good. The mission statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good also identifies the purpose of the organization existence, highlighting the services and the products it offers. Further, the mission statement also identifies the organization’s operational goals for Diageo and East African Breweries Ltd Tapping New Markets for Social Good, the processes the company uses to achieve those, the target customer groups, and the region where the company operates.

2.2. Components of a mission statement

2.2.1. Customer satisfaction

The mission statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good focuses on addressing issues of customer satisfaction. The mission statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good has identified its target customer groups, and also identified their needs and demands. The mission statement reflects on how its products and services work towards increasing customer satisfaction for its target customers.

2.2.2. Based on core competencies

The mission statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good is based on its integral strengths and competencies. This is important for Diageo and East African Breweries Ltd Tapping New Markets for Social Good as the mission statement will highlight the different systems and processes as well as strategic tactics that the company uses to achieve its organizational and strategic goals. The achievement of the goals will depend on how well Diageo and East African Breweries Ltd Tapping New Markets for Social Good makes use of its core competencies.

2.2.3. Realistic and clear

The mission statement for Diageo and East African Breweries Ltd Tapping New Markets for Social Good is also realistic and clear. This means that Diageo and East African Breweries Ltd Tapping New Markets for Social Good has used simple, string, and easily understood words and phrases in the drafting of its mission statement. Clarity is important so that the mission statement is understood by all relevant stakeholders of Diageo and East African Breweries Ltd Tapping New Markets for Social Good Company. Diageo and East African Breweries Ltd Tapping New Markets for Social Good’s mission statement is also realistic, which makes it able to achieve various set goals and targets.

2.2.4. Motivational and inspirational

The mission statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good is motivational in that it works towards inspiring the employees and the workforce towards giving their optimal best performance towards the goal achievement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good. The mission statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good is also inspirational in that it develops the need for growth and progress in individuals – for the betterment of not only the company but also for their own selves.

2.2.5. Specific and sharp

The mission statement of Diageo and East African Breweries Ltd Tapping New Markets for Social Good is precise and to the point. It is easy to understand and delivers what the audience must know about Diageo and East African Breweries Ltd Tapping New Markets for Social Good’s offerings and operations. It is important to keep the missions statement short, sharp and precise to be able to successfully communicate the company’s standing to stakeholders, instead of dragging it on into long pages with repetition and non-important aspects.

2.2.6. Reflects the company’s offerings

The mission statement of a company should be based on what the company has to offer in terms of products and services. This means that the mission statement for Diageo and East African Breweries Ltd Tapping New Markets for Social Good highlights its offerings, but ensures that this offering is in line with the values that the company stands for. The mission statement for Diageo and East African Breweries Ltd Tapping New Markets for Social Good, therefore, identifies the ethical grounds through which the company systematically works to deliver its offering.

2.3. How to develop a mission statement

It is important to follow the following steps and answer the following questions to be able to develop successful mission statements:

2.3.1. What does Diageo and East African Breweries Ltd Tapping New Markets for Social Good do?

• Define the purpose of Diageo and East African Breweries Ltd Tapping New Markets for Social Good
• Define its brief history
• Define the need for existence for Diageo and East African Breweries Ltd Tapping New Markets for Social Good

2.3.2. How does Diageo and East African Breweries Ltd Tapping New Markets for Social Good manage to achieve its promised offering?

• Explain the systems and operations employed at Diageo and East African Breweries Ltd Tapping New Markets for Social Good
• Identify relevant ethical policies in place at Diageo and East African Breweries Ltd Tapping New Markets for Social Good
• Highlight the use of transparency at Diageo and East African Breweries Ltd Tapping New Markets for Social Good in all matters
• Define the processes that Diageo and East African Breweries Ltd Tapping New Markets for Social Good uses to deliver its promised offering to target customer groups

2.3.3. For whom does Diageo and East African Breweries Ltd Tapping New Markets for Social Good produce offerings?

• Define target market customers for Diageo and East African Breweries Ltd Tapping New Markets for Social Good
• Target market customers from different regions can also be defined
• Diageo and East African Breweries Ltd Tapping New Markets for Social Good can also explore secondary target market groups, and define them in the mission statement

2.3.4. What value is Diageo and East African Breweries Ltd Tapping New Markets for Social Good adding on?

• Define the value additions being brought forward by Diageo and East African Breweries Ltd Tapping New Markets for Social Good in the customer’s life
• Define the purpose of the offerings being delivered by Diageo and East African Breweries Ltd Tapping New Markets for Social Good
• Highlight the importance of Diageo and East African Breweries Ltd Tapping New Markets for Social Good in the lives of its customers

2.4. How to implement the mission statement

2.4.1. Communication

• Diageo and East African Breweries Ltd Tapping New Markets for Social Good should communicate the mission statement to all stakeholders – employees, customers, shareholders, public, government etc.
• Diageo and East African Breweries Ltd Tapping New Markets for Social Good should also keep the mission statement transparent and accessible at all times

2.4.2. Training

• Diageo and East African Breweries Ltd Tapping New Markets for Social Good should encourage its employee force to undergo training if need be to meet the requirements of the mission statement
• Diageo and East African Breweries Ltd Tapping New Markets for Social Good should regularly hold workshops to refine the values being defined in the mission statement and build them in its employee force

2.4.3. Goal setting

• Diageo and East African Breweries Ltd Tapping New Markets for Social Good should develop SMART goals to meet the strategic targets identified in the mission statement
• Diageo and East African Breweries Ltd Tapping New Markets for Social Good should also develop ethical grounds to remain in line with the mission statement
• Diageo and East African Breweries Ltd Tapping New Markets for Social Good should keep goals flexible, but the means to achieve the goals should be stringent and should reflect the values drafted in the mission statement

3. Goals of Diageo and East African Breweries Ltd Tapping New Markets for Social Good

3.1. What are organizational goals

Organizational goals are those business and strategic objectives that define the purpose of Diageo and East African Breweries Ltd Tapping New Markets for Social Good. Organizational goals are strategic targets that Diageo and East African Breweries Ltd Tapping New Markets for Social Good wants to achieve over a period of time. This time period is generally long term. The goals of Diageo and East African Breweries Ltd Tapping New Markets for Social Good help direct its employee behaviour, as well as help in directing the operations of the business in the short term.

3.2. Components of goal

3.2.1. Achievable

The goals set by Diageo and East African Breweries Ltd Tapping New Markets for Social Good should be achievable. This means that Diageo and East African Breweries Ltd Tapping New Markets for Social Good should have the resources and the finances necessary for being able to realize the organizational goals over the long haul. Diageo and East African Breweries Ltd Tapping New Markets for Social Good should also have the strategic leadership to be able to achieve these organizational goals.

3.2.2. Time-frame defined

All goals set by Diageo and East African Breweries Ltd Tapping New Markets for Social Good- even for the long term – have an attached time frame. This is important to ensure that the organization is effective and efficient in realizing its goals.an attached time frame for the goals set for the long term future also helps in establishing a related time frame for the more short term organizational objectives.

3.2.3. Easy to understand

The goals should be fairly simple and should be easily understood by all employees of Diageo and East African Breweries Ltd Tapping New Markets for Social Good. This is important as only when employees are clear about what the goals are, their importance, and the urgency of achieving them will they be able to relate with them and work towards achieving them.

3.2.4. Easy to communicate

The goals set by Diageo and East African Breweries Ltd Tapping New Markets for Social Good should also be easy to communicate. This means that the jargon used for goal setting and goal communication should be clear and precise. These goals should be communicated with all managerial levels, and all employees to allow them a directive path to help the organization achieve these goals.

3.2.5. Pragmatic

The goals set by Diageo and East African Breweries Ltd Tapping New Markets for Social Good should also be realistic in nature. This means that all strategic goals defined by Diageo and East African Breweries Ltd Tapping New Markets for Social Good should take into consideration not only its internal financial position and resources but also the skill set of its employees and the larger macro environment. This will enable the company to set goals that will sue the core competencies of Diageo and East African Breweries Ltd Tapping New Markets for Social Good to help it achieve the strategic goals easily, and realistically.

3.2.6. Relation with job tasks

All goals should be relatable with the employees of Diageo and East African Breweries Ltd Tapping New Markets for Social Good. This means that all goals should directly or indirectly be tied to the job tasks and job nature of employees. This is to ensure that employees don’t feel redundant and use their skills to help the organization progress.

3.3. How to develop goals

3.3.1. Strategic evaluation

• Assess and review the vision statement
• Based on the vision statement and company values, decide where Diageo and East African Breweries Ltd Tapping New Markets for Social Good should be in the next five years

3.3.2. Brainstorming

• Brainstorm goals that will help Diageo and East African Breweries Ltd Tapping New Markets for Social Good achieve its long term direction
• Group goals according to themes
• Cluster the goals, and briefly describe each group and cluster
• Set long term goals for the company according to different clusters and groups

3.3.3. Prioritization

• Prioritize different clusters and groups
• Set and define long term goals based on prioritization
• Prioritization should be based on how soon the different defined goal groups and clusters will help Diageo and East African Breweries Ltd Tapping New Markets for Social Good progress and achieve its desired position in the next five years or so to develop a successful vision statement

3.4. How to implement goals

3.4.1. Communication

• Communicate the goals to all managerial levels
• Goals should also be communicated to all relevant stakeholders – including distributors, shareholders, third-party contractors etc.
• Goals may also be communicated to customers
• Communication of goals will help Diageo and East African Breweries Ltd Tapping New Markets for Social Good achieve goals by defining roles and milestones needed for achievement

3.4.2. Periodic strategic evaluation

• Evaluate the progress of goal attainment periodically
• This evaluation is done at a strategic level and operational level
• Different goals should be set for different departments of Diageo and East African Breweries Ltd Tapping New Markets for Social Good to help it achieve the broader long term goals
• These departmental goals help in directing operations towards the larger strategic goal attainment

3.4.3. Training

• Employee training to develop skills needed and necessary for goal attainment
• Training can be in-house or out-house for employees
• Training for Diageo and East African Breweries Ltd Tapping New Markets for Social Good should be continual and should be consistent with the goals set

4. Objectives of Diageo and East African Breweries Ltd Tapping New Markets for Social Good

4.1. What are organizational objectives

Organizational objectives for Diageo and East African Breweries Ltd Tapping New Markets for Social Good are the short to medium term targets and goals that the organization sets to achieve the bigger strategic goals set for the long term. The organizational objectives are important in shaping resource allocation within Diageo and East African Breweries Ltd Tapping New Markets for Social Good as well as in determining the policies, schedules and processes that are implemented in Diageo and East African Breweries Ltd Tapping New Markets for Social Good.

4.2. Components of objectives

4.2.1. Specific

All objectives set by Diageo and East African Breweries Ltd Tapping New Markets for Social Good are specific and clear. This helps employees, as well as managers, manage and maintain focus on the targets and the end results that need to be achieved. At the same time, specific objectives help managers determine skill development and training needs within their departments as well.

4.2.2. Measurable

Objectives at Diageo and East African Breweries Ltd Tapping New Markets for Social Good are also measurable. This means that all objectives can be tracked for progress. This is important for Diageo and East African Breweries Ltd Tapping New Markets for Social Good as it helps in meeting deadlines. The element of measurability is added in objectives by adding quantifiable criteria for determining progress and objective achievement.

4.2.3. Attainable

The goal should be attainable that even in stretching the abilities of the employees and challenging them, it should remain possible to achieve. The objectives at Diageo and East African Breweries Ltd Tapping New Markets for Social Good are attainable in that they push the employees out of their comfort zones but remain possible to achieve.

4.2.4. Realistic

Objectives at Diageo and East African Breweries Ltd Tapping New Markets for Social Good are also attainable in that they are realistic. This means that Diageo and East African Breweries Ltd Tapping New Markets for Social Good sets objectives keeping in view the organizational resources and constraints to be able to achieve objectives effectively and within time.

4.2.5. Timely

Objectives at Diageo and East African Breweries Ltd Tapping New Markets for Social Good are also time-bound in that they have a specified start and finish date. The timeliness of the objective helps Diageo and East African Breweries Ltd Tapping New Markets for Social Good maintain a sense of urgency in employees, and keep them motivated towards achieving the objective.

4.3. How to develop objectives

4.3.1. Focus on overall strategy

• Objectives should focus on the broader organizational strategy
• This will facilitate the organization in keeping in view the broader purpose and at the same time work towards achieving quantifiable goals and objectives
• By keeping in view strategic focus, Diageo and East African Breweries Ltd Tapping New Markets for Social Good also maintains proximity with the vision of the organization and works towards enhancing the performance of the organization

4.3.2. Focus on goal

• Objectives at Diageo and East African Breweries Ltd Tapping New Markets for Social Good should be set keeping in view the set organizational goals
• Objectives at Diageo and East African Breweries Ltd Tapping New Markets for Social Good should flow from the organizational goals, and work towards helping the company and its departments and operations achieving the set goals
• This is important as it keeps objectives strategically relevant to the organizational processes and systems

4.3.3. Focus on the time frame and skill sets available

• Objectives at Diageo and East African Breweries Ltd Tapping New Markets for Social Good should focus on the time constraints present in terms of resource present, as well as the urgency of the organization and the industry
• Objectives at Diageo and East African Breweries Ltd Tapping New Markets for Social Good should also focus on the skillset of employee and organizational resources available
• Focus on resources and skills is important to ensure that all objectives are attainable
• Focus and relevance with resources and skills will also help Diageo and East African Breweries Ltd Tapping New Markets for Social Good identify gaps that it needs to fill through training

4.4. How to implement objectives

4.4.1. Communication

• Objectives at Diageo and East African Breweries Ltd Tapping New Markets for Social Good should be discussed with employees mutually
• Purpose of the set objectives should be clearly discussed, and communicated with the employees
• This discussion should entail not only the objective, but also the time period within which it is expected to be completed, and the processes and means to achieve it
• Objectives should also include aspects of personal and individual growth and development of employees to make sure that employees remain motivated throughout

4.4.2. Performance appraisal

• The performance appraisal at Diageo and East African Breweries Ltd Tapping New Markets for Social Good helps managers and supervisors keep track of objective achievement and employee performance
• The performance appraisal also helps keep the objectives time bound through regular reviews and discussions
• The performance appraisal also helps identify skills development aspects that employees need and helps the managers develop suitable and needful strategic training programs for skill development and skill improvement