Corporate Vision

Corporate Vision Free Online Research Papers Vision Content Paper Introduction Vision â€Å"should be a guide, inspiring, directive, and large.† (Leading Authorities, 2009). â€Å"A vision is the preferred future, a desirable state, and ideal state. It is an expression of optimism. A vision is a general statement encompassing the direction an agency wants to take and the desired end result once it gets there. It is the vision of what those involved what their organization to become.† (Associatedcontent.com, 2007) In addition, a vision for an organization needs to be communicated in order to be effective and received the buy-in necessary to carry out its objective. This is also very true when there is a large and profound change the need to occur with the organization such as the one Victoria Hospital Redesign Initiative undertook. This paper will discuss the Victoria’s vision, mission, and strategy for achieving their vision and what they did well and what techniques they could have used to improve the goal. The Vision Victoria’s vision â€Å"was to provide a positive environment with effective results for patients, who would move through the various phases of care†¦in a seamless efficient fashion.† (Leban and Stone, 2008). This vision was integral to the sustainability of the hospital to exist in a highly competitive market. This vision was also required to offset the external environmental factor such as lack of funding by the government and raising cost in health care. In creating a more positive and efficient environment the current internal structure and other resources such as technology will need to be reexamine and redefined to fit into the Victoria’s new vision and mission. Dr. Frelick vision was clear and direct, that is, it wanted to re-engineer the hospital‘s processes, maximize its technology, and create other streams of revenue though entrepreneurial spirit. His vision received initial support, but later succumbed to scrutiny by the board of direct ors and some of his senior staff. To get full acceptance of his vision, Dr. Frelick, will have to persuade and stress the important of the vision to the survival of the organization. Victoria Hospital’s Mission The hospital mission’s statement â€Å"was to provide excellent, compassionate healthcare care for its community; to provide comprehensive health education; and to seek answers though health sciences research.† However, when Dr. Frelick became CEO, he modified the mission to â€Å"develop care plans across the continuum of care; develop new work processes to streamline operations and reduce costs; and focus on delivering quality care directed at meeting patients’ services need.† (Leban and Stone, 2008). This new mission statement helps to support his newly created vision he wanted to implement in order to push Victoria hospital into a better competitive position and profitability while provide excellent service to their patients. Strategy for Vision Success A strategic three point plan had been laid out by Dr. Frelick to achieve his vision for the hospital. His first strategy involved, â€Å"brining the organization structure into line with the way the hospital cared for patients.† (Leban and Stone, 2008). The second strategy required a change in the way they used their technology to meet expected patient outcomes, and deal with resources. The third strategy included entrepreneurial abilities to aid the vision. All three of these strategies requires a plan, therefore, Dr. Frelick assembled a team headed by senior management to develop the plan, thereby involving staff member in the plan. In crafting the vision, the teams brainstormed, developed a prototype interdisciplinary care teams, and developed specific guidelines by which the care teams would follow. Since communication is a key ingredient to get buy-in from everyone involved in the change, he also involved is senior staff in his vision from the beginning and †Å"presented the goals, the strategy for implementation, and the financial targets to the board of directors for information and support.† (Leban and Stone, 2008). He held multiple planning sessions but only receive a modest amount of buy-in from his senior staff. He wasn’t persuasive enough to carry his vision to everyone. He attempted to directly ask for their support and leadership. However, this proved to be a weak approach because the levels of enthusiasm were not consistence. Dr. Frelick gave up too easy in stating the importance of this vision and didn’t align his vision with the hospital’s culture. Lessons Learned In developing and delivering a vision, a change leader must involve the organization’s staff in every facet. They should exercise persuasion to get buy-in for the vision by constantly communicating the vision and its plan over and over again. It is not enough to communicate and provide clarity for the change, but it must be aligned with the organization’s culture and provide a framework for the vision to receive feedback. ? References Leading Authorities, Inc. (2009). â€Å"Charlotte Beers: Legendary Advertising CEO and Former Under Secretary of State†. Video. Retrieved Feb. 14, 2009 from . Leban, Bill Stone, Romuald . (2008). Managing Organization Change (2nd ed.). Hoboken, NJ: John Wiley Sons. Pp. 44, 46 McConnell, Tocarra. (2007). â€Å"What is an Organization Vision?†. Published on Associated Content.com . 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The History of Coca-Cola and John Pemberton

The History of Coca-Cola and John Pemberton In May 1886, Coca-Cola was invented by Doctor John Pemberton, a pharmacist from Atlanta, Georgia. According to the Coca-Cola Company, Pemberton developed the syrup for the famed beverage, which was sampled at the local Jacobs Pharmacy and deemed to be excellent. The syrup was combined with carbonated water to create a new Delicious and Refreshing drink. Pemberton concocted the famed Coca-Cola formula in a three-legged brass kettle in his backyard.   Birth of Coca-Cola The name of Coca-Cola was a suggestion given by Pembertons bookkeeper Frank Robinson. As the recipe for the syrup called for coca leaf extract and caffeine from the kola nut, the name Coca Kola was easy to come up with. However, Robinson, who was known for having excellent penmanship, thought that using two Cs in the name would look striking in advertising. As such kola became cola, and the brand name was born. Robinson can also be credited with creating the first scripted Coca-Cola using the flowing letters that serve as the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacobs Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The first year of business wasnt much of a success, though, as it cost Pemberton over $70 in expenses to create the drink, resulting in a loss. Asa Candler In 1887, another Atlanta pharmacist and businessman, Asa Candler, bought the formula for Coca-Cola from  Pemberton for $2,300. Unfortunately, Pemberton died just a few years later. By the late 1890s, Coca-Cola was one of Americas most popular fountain drinks, largely due to Candlers aggressive marketing of the product. With Candler now at the helm, the Coca-Cola Company increased syrup sales by over 4,000 percent between 1890 and 1900. While the Coca-Cola Company denies this claim, historical evidence shows that it is likely that, until 1905, the soft drink, which was marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. While cocaine wasnt considered illegal until 1914, according to Live Science,  Candler began removing cocaine from the recipe in the early 1900s, and traces of cocaine may have been present in the famous beverage until 1929 when scientists were able to  perfect the removal of  all psychoactive elements from the coca-leaf extract. Advertising was an important factor in the successful sales of Coca-Cola, and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the U.S. soft drink industry is organized on this principle. Death of the Soda Fountain; Rise of the Bottling Industry Until the 1960s, both small-town and big-city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream saloon. Often housed in the drugstore, the soda fountain counter served as a meeting place for people of all ages. Often combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drinks, and fast-food restaurants became popular. The Birth and Death of New Coke On April 23, 1985, the trade secret New Coke formula was launched in response to declining sales thanks to an increasingly competitive cola market.  However, the new recipe was considered a failure. Coca-Cola fans had a negative, some say hostile, reaction to the new recipe, and within three months, the original cola that captured the hearts and tastebuds of the public returned. The return of the original cola taste came with new branding of Coca-Cola Classic. New Coke remained on the shelves, and in 1992 was rebranded Coke II, before finally being discontinued in 2002. As of 2017, Coca-Cola is a publicly-traded Fortune 500 company with more than $41.3 billion in annual revenue. The company has a workforce of 146,200 employees, and  its products are consumed at a rate of more than one billion drinks per day. Advertising Efforts: Id Like to Buy the World a Coke In 1969, The Coca-Cola Company and its advertising agency, McCann-Erickson, ended their popular Things Go Better With Coke campaign, replacing it with a campaign that centered on the slogan Its the Real Thing. Beginning with a hit song, the new campaign featured what proved to be one of the most popular ads ever created. The song Id Like to Buy the World a Coke was the brainchild of Bill Backer, the creative director on the Coca-Cola As he explained to songwriters Billy Davis and Roger Cook, I could see and hear a song that treated the whole world as if it were a person - a person the singer would like to help and get to know. Im not sure how the lyric should start, but I know the last line. With that he pulled out the paper napkin on which he had scribbled the line, Id like to buy the world a Coke and keep it company. On February 12, 1971, Id Like to Buy the World a Coke was shipped to radio stations throughout the United States. It promptly flopped. The Coca-Cola bottlers hated the ad and most refused to buy airtime for it. The few times the ad was played, the public paid no attention. Backer persuaded McCann to convince Coca-Cola executives that the ad was still viable but needed a visual dimension. The company eventually approved more than $250,000 for filming, at the time one of the largest budgets ever devoted to a television commercial. A Commercial Success The television ad Id Like to Buy the World a Coke was released in the United States in July 1971 and the response was immediate and dramatic. By November of that year, Coca-Cola and its bottlers had received more than 100,000 letters about the ad. Demand for the song was so great, many people called radio stations and asked deejays to play the commercial. Id Like to Buy the World a Coke made a lasting connection with the viewing public. Advertising surveys consistently identify it as one of the best commercials of all time, and the sheet music continues to sell more than 30  years after the song was written. A tribute to the success of the campaign, the commercial resurfaced over 40 years after it first launched, making an appearance in the finale of the hit TV show Mad Men in 2015.