A mission statement defines the organization's purpose and primary objectives, often focusing on

what the organization does and how it operates in the present. In contrast, a vision statement

outlines the long-term aspirations of the organization—what it aims to become in the future. The

mission provided—"To meet or undercut all our competitors' prices"—is focused on price

competitiveness, which is a tactical approach rather than a strategic aspiration.

Let’s analyze each option:

A . To offer the best value office fitting service: While this aligns somewhat with the mission, it is

more of a value proposition or operational goal rather than a visionary statement. It lacks the

aspirational and long-term focus that defines a vision.

B . To reduce the cost of office fitting by 5%: This is a specific, measurable objective, but it is too

narrow and tactical to qualify as a vision. Visions are broader and not tied to specific metrics.

C . To increase the company's market share: Increasing market share is a strategic goal, but it is still

an intermediate step toward achieving something greater. It does not capture the overarching

ambition of the company.

D . To be the premier office fitting company: This option reflects a long-term aspiration and aligns

with the characteristics of a vision statement. It expresses the desire to achieve leadership and

excellence in the industry, which is consistent with the mission of being competitive on price while

aiming for a higher status.

According to the BCS Business Analysis Framework , a vision statement should inspire and guide the

organization toward its ultimate goal. Therefore, D is the most appropriate choice.