GUIDE: Strategic planning, mission, vision and values

Strategic planning, mission, vision and values ​​are words that often lose their true meaning. Remember now the function of each one of them!

When it comes to strategic planning, many entrepreneurs and managers scratch their heads. After all, this is an important job that demands a lot of time and resources that are not always left over from the company.

To help you get organized and be able to make your planning in an agile and objective way, we will present here the main concepts related to it. That is, the definitions of strategic planning, mission, vision and values, as well as examples of the last three and how they are used by large companies in Brazil and around the world.

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Strategic planning, mission, vision and values: what are they?

Whoever wants to create the business plan starts with the mission, vision and values.

But before going into these details, we could not fail to mention the master Philip Kotler when we defined the concept of strategic planning, which we took from his book “Marketing Administration, the Millennium Edition”:

Strategic planning

Market-oriented strategic planning is the managerial process of developing and maintaining a workable fit between an organization’s objectives, skills, and resources and the opportunities of an ever-changing marketplace.

The purpose of strategic planning is to shape a company’s businesses and products so that they deliver the desired profits and growth.

Now, let’s define the mission, vision and values ​​of the business.

Company mission

strategic planning mission vision values

Mission is the company’s raison d’être

Now, when we talk about mission, we turn to Peter Drucker, who recommends that, in order to define the mission, the entrepreneur and the company’s managers must answer the following questions:

  • What is our business?
  • Who is the customer?
  • What is of value to the customer?
  • What will our business be?
  • What should our business be like?

The mission, in short, is to detail the company’s raison d’être and what it intends to offer society through a viable business model. The purpose of formulating a mission statement is to create a direction for employees to follow, making clear the organization’s goals and objectives. Usually, the best formulated company missions are those inspired by a vision of the future.

Business vision

Again, according to Kotler:

Vision is a kind of “impossible dream” that provides the company with direction for the next 10 to 20 years.

The vision often reveals a dream of the company’s founders, who have a vision of the future and want to share it with all their employees.

strategic planning mission vision values

Vision is what the company wants to achieve in 10 or 20 years

Business values

In order to achieve the objectives, fulfill the company’s mission and fulfill the dream of a future vision, it is necessary that the members of the organization support themselves in business values.

That is: behaviors and attitudes that are defended and used by the company. Thus, when having to make certain decisions, both leaders and other employees can base themselves on the company’s values.

Here’s an example of a company’s values ​​being used: a company that has among its values ​​”promoting the health and well-being of the population” is giving guidance to its employees who associate with a tobacco company in a sponsorship of event, for example, is not an acceptable option.

strategic planning mission vision values

Values ​​are the attitudes that the company defends

7 examples of strategic planning, mission, vision and values

We will present below how strategic planning defined the mission, vision and values ​​of some companies. You will notice that not all of them publicly present some of these concepts.

Below are examples of the values ​​of famous companies, as well as their mission and vision.

1. Petrobras


Acting in the oil and gas industry in an ethical, safe and profitable manner, with social and environmental responsibility, providing products that meet the needs of customers and contributing to the development of Brazil and the countries where it operates.

Vision 2030

To be one of the five largest integrated energy companies in the world and preferred by its stakeholders.


  • Sustainable development;
  • Integration;
  • Results;
  • Readiness for change;
  • Entrepreneurship and innovation;
  • Ethics and transparency;
  • Respect for life;
  • Human and cultural diversity;
  • People;
  • Proud to be Petrobras.

2. Bradesco


Meet the needs and investment objectives of our clients, through the work of teams of professionals focused on meeting the specific demands of each investor profile.


To be recognized, nationally and internationally, as a resource manager capable of adding consistent results to its clients’ objectives.


  • Continuous improvement;
  • Constant innovation;
  • Technology pioneering;
  • Ethical conduct;
  • Valuing the well-being and training of employees;
  • Promote social development;
  • Respect the environment.

3. Nestle


Offer the Brazilian consumer products recognized as leaders in quality and nutritional value, which contribute to a healthier and more pleasant diet, always generating business opportunities for the company and value shared with Brazilian society.


  • People first;
  • Quality of our products and services;
  • Security is non-negotiable;
  • Respect for everyone, inside and outside the company;
  • Responsibility in every decision;
  • Passion for what we do.

4. Grupo Pão de Açúcar


Ensuring the best shopping experience for all our customers in each of our stores.


GPA aims to expand its share of the Brazilian retail market and become the most admired company for its profitability, innovation, efficiency, social responsibility and contribution to Brazil’s development.


  • Humility;
  • Subject;
  • Determination and determination;
  • Emotional balance.

5. Ford


We are a globally diverse family with a legacy we are proud of and are committed to providing exceptional products and services.


To become a world leader in automotive products and services.


We do what’s right for people, our environment and society, but most of all, we do what’s right for our customers.

6. Adidas


To be the world’s leading sporting goods brand.


Our passion for sports makes the world a better place.


Passionate, Authentic, Committed, Honest, Innovative and Inspiring.

7. Embraer

Mission (Business)

Embraer’s business is to generate value for its shareholders through the full satisfaction of its customers.

By creating value, it is understood the maximization of the Company’s value and the guarantee of its perpetuity, with integrity of behavior and social and environmental awareness.

The Company focuses on three business areas and markets: Commercial Aviation, Executive Aviation, Defense & Security and Systems.


Embraer will continue to consolidate itself as one of the main global forces in the aeronautical and defense and security markets, being a leader in its operating segments and recognized for the levels of excellence in its business action.


  • Our people are what make us fly;
  • We exist to serve our customers;
  • We strive for business excellence;
  • Boldness and innovation are our hallmarks;
  • Global performance is our frontier;
  • We build a sustainable future.

How to implement and monitor strategic planning?

Now that you’ve seen through examples how strategic planning relates to the company’s mission, vision and values, review these concepts in your business and understand their importance.

Prevent them from becoming just pretty plaques decorating meeting rooms or catchphrases to appear on internet sites. Use the mission, vision and values ​​as tools to guide your strategic planning!

Inspire these examples of well-known company values ​​and create beliefs and attitudes that will define how your company acts and makes decisions.

Devising goals and defining strategies are only part of planning. Implementing what has been defined is equally important.