Vision and Mission are the   motivate words for any organisation to find its direction and fulfilling it objectives. Any  company at  present “Endeavour to make the maximum possible profit for its shareholders while recognizing its wider responsibilities to the society”. Inserting   a term like  making profits  is not  appropriate  for an organisation and  in its  mission statement  should be focussed on the   service  factors and  to the   social responsibility.  There must be very clear and consider mission statement for any company according to the contemporary market trends.  There is a difference between mission and vision statements.  Purpose of and primary objectives of the company are defined in mission statement.

 The vision statement is related to the purpose and values of the company for its employees. It gives direction about how they are expected to behave and perform for the benefit of the company and also   to carry out the social responsibilities, customer service and satisfaction. Winning ideas of the company must be identified  in order to create the mission statement and this is the  approach that will make the organisation  deviate from its competitors and  why  the customers are  coming to  the company  without  going to  its competitors.  Then it is necessary to identify the measures of success and choose most significant measures. Next step is to connect   winning ideas and success strategies to    reach a goal.  Company should have a concise and precise vision statement   which expresses desired results, measures and ideas.