Purpose - The organisation's reason for existence., Mission Statement - A statement communicating the purpose and direction to employees, customers, vendors and other stakeholders., Vision Statement - A statement of what the future looks like for the organisation and is an aspiration., Core Values - The shared values and beliefs which support its vision and culture., Aims - Where the business wants to go in the future, its goals., Objectives - The stated, measurable targets of how to achieve business aims.,

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