Vision and MissionVision and mission play a vital role in the strategic planning of an organization. Aguinis (2013) states that defining an organization's current and future identity is a key component of the strategic planning process. Strategic planning creates a blueprint to track an organization's goals and to aid in the division of resources to adequately achieve established goals (Aguinis, 2013). Correctly communicating an organization's goals and identity is essential if employees are to fully understand their purpose and mission for the organization. A review of Harley Davidson's vision and mission reflects some insights into the organization's identity, but it also reflects some areas for improvement in adequately including the eight characteristics of an ideal mission statement. Characteristics of an Ideal Mission StatementThe mission statement for Harley Davidson is shorter than you might expect based on the components contained in an ideal mission statement. The breakdown of the eight characteristics of an ideal mission statement is quite comprehensive despite the brevity of the statement. However, as will be discussed, there is room for improvement in addressing all components of an ideal mission statement. Aguinis (2013) points out that sometimes vision and mission statements can blend together; this is evidently the case with Harley Davidson and will be discussed. The basic products or services provided to customers will be addressed, as well as the target groups of customers served. The mission statements emphasize that Harley Davidson provides (who) the general public (does what) with an expanding line of branded motorcycles and products. The being…middle of paper…employment and timelines for goals; but when you live the dream you can get lost in the details. Works Cited Aguinis, H. (2013). Performance Management (3rd ed.). Upper Saddle River, NJ: Pearson.Harley Davidson. (2013). Agency. Retrieved from http://www.harley-davidson.com/en_US/Content/Pages/Company/company.html?locale=en_US&bmLocale=en_USJurevicius, O. (2013). Mission statement for success. Retrieved from http://www.strategicmanagementinsight.com/tools/mission-statement.htmlMayhew, B. (2009). Definition and purpose of the mission and vision statement. Retrieved from http://biznik.com/articles/mission-statement-vision-statement-definition-and-scopoSpearmon, S. (2013). Your business vision: If it's complicated it shouldn't be. Retrieved from http://www.forbes.com/sites/johnkotter/2013/10/14/the-reason-most-company-vision-statements-arent-effect