a. Vision statement
A vision statement emphasizes what a company strives to be, it focuses on the future and is
inspirational, and should never date.
b. Mission statement
A mission statement outlines what the company is in the present. It details how the company will
get to where it wants to be. It mentions the purpose and primary objectives of the company.
These are the values that guide and govern processes and activities within the company
d. Business goals & objectives
Specific goals that the company wants to achieve/ is working to achieve.
e. Growth strategy
The general growth strategy of the company. E.g. diversification, organic growth, growth by