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ACCA Strategic Professional · Strategic Business Leader · Concepts of strategy

Dalmore Foods, a family-owned biscuit manufacturer, has a statement that reads: 'To be the most trusted source of affordable, wholesome snacks for households across the region.' The board uses it to describe the future position it hopes to reach in ten years. Which element of strategic direction does this statement best represent?

It is a vision statement. It expresses an aspirational future position the board hopes to reach in ten years, rather than describing what the business does today, which would be a mission, or setting a quantified target with a deadline, which would be an objective.

  1. AA vision statement describing a desired future stateCorrect
  2. BA mission statement describing the organisation's current purpose and activities
  3. CA SMART objective setting a measurable target and deadline
  4. DA corporate value describing acceptable behaviour of staff

Explanation

The statement describes an aspirational future position ('to be the most trusted'), which is the defining feature of a vision. A mission would explain why the organisation exists now and what it does. It contains no measure or deadline, so it is not a SMART objective, and it says nothing about behaviour, so it is not a value.

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