Assignment 6 – Vision and Mission

Assignment 6 – Vision and Mission

Set: 8 November 2016              Due: 24 November 2016

vision-mission-img

Select 2 sets of vision and mission statements from current organisations. One should be, in your opinion, an excellent and well written vision and mission statement. The second should be poor or generic in nature.

Compare and contrast the contents of both the vision and mission statements.

If possible, rewrite the poor statements into a better version.

 

 

 

 

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27 thoughts on “Assignment 6 – Vision and Mission

  1. Mission Statement
    I think a mission statement is like your Star. A star, is not a place you go, it is a fixed point giving you perspective on where you are going. Your mission statement keeps you headed in the right general direction.A company’s Mission Statement acts as the company’s compass.The mission directs the company to its vision(dream).A mission statement should focused on satisfying customer needs rather than being focused on the product.Products and technologies eventually become outdated, but basic market needs may last forever.My opinion who is being satisfied?A company should define the type of customers it wishes to serve. Customer groups are relevant because they indicate the market to be served and the types of buyers the firm is going after.A company should define the particular needs of those customers groups it wishes to satisfy.A product or service becomes a business when it satisfies a need or a want.
    For example : How customers’ needs are satisfied?
    By incorporating Who, What and How the firm will be perceived and act more customer & market-oriented. It will be perceived as a customer-satisfying entity, not a product-producing entity.Competitive advantage arises from leveraging a firm’s unique skills and resources to implement value-creating strategy that competitors cannot implement as effectively. Mission statements should be motivating. It should not be stated as making more sales or profits. isionary companies set a purpose beyond making money. Even though profits may not be part of these companies’ mission statements, they are the inevitable results.
    Examples : The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business.
    The Boeing Company, Africa Division:
    They are mission is to establish a powerful presence and positive image of The Boeing Company with governments, businesses, and community leaders.
    HEINZ :
    They are vision is to be “the world’s premier food company, offering nutritious, superior tasting foods to people everywhere.” Being the premier food company does not mean being the biggest but it does mean being the best in terms of consumer value, customer service, employee talent and consistent and predictable growth. We are well on our way to realizing this vision but there is more we must do to fully achieve it.

    Compare and contrast the contents of both the vision and mission statements.

    Both of these serve different purposes for a company but are often confused with each other. While a mission statement describes what a company wants to do now, a vision statement outlines what a company wants to be in the future.

    The Mission Statement concentrates on the present; it defines the customers, critical processes and it informs you about the desired level of performance.

    The Vision Statement focuses on the future; it is a source of inspiration and motivation. Often it describes not just the future of the organization but the future of the industry or society in which the organization hopes to effect change.

    Name : Tural Asgarov
    Student number : 20121151
    Department : Tourism & Hotel Management

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  2. Mission Statement
    An organizational mission is an organization’s reason for existence. It often reflects the values and beliefs of top managers in an organization. A good mission statement inspires employees and provides a focus and direction for setting lower level objectives. It should guide employees in making decisions and establish what the organization does. Mission statements are crucial for organizations to prosper and grow. Entrepreneurial businesses are driven by vision and high aspirations. Its primary purpose is to guide the entrepreneur and assist in refining the planning process.
    Examples:
    • IKEA
    The folks at IKEA dream big. Their mission statement could have been a promise for beautiful, affordable furniture, but instead, they decided their mission is to make everyday life better for their customers. It’s a partnership: IKEA finds deals all over the world and buys in bulk, then we choose the furniture and pick it up at a self-service warehouse.
    “So together, we save money for a better everyday life,” they say.
    Using words like “together” and “we” makes a huge company like IKEA much more accessible and appealing to customers.
    • American Red Cross
    Prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors.

    A Vision Statement:
    Vision statement is a statement given by a company saying what they intend to become or achieve. A vision statement for a company or organization focuses on the potential inherent in the company’s future, or what they intend to be. While a vision statement might contain references to how the company intends to make that future into a reality, the “how” is really part of a “mission” statement, while the vision statement is simply a description of the “what,” meaning, what the company intends to become.
    Examples:
    • American Red Cross
    Their vision be recognized by the people and organizations they serve, as well as others in their field, as the provider of choice for blood, plasma and tissue services. This will be accomplished by commitment to quality, safety and use of the best medical, scientific, manufacturing and business practices.
    • IKEA
    Their vision is to create a better everyday life for the many people.

    Comparison mission & vision statements for features of an effective statement:

    Mission Statement:
    It lists the broad goals for which the organization is formed. Its prime function is internal; to define the key measure or measures of the organization’s success and its prime audience is the leadership. Purpose and values of the organization: Who are the organization’s primary “clients” (stakeholders)? What are the responsibilities of the organization towards the clients?

    Vision Statement:
    It lists where you see yourself some years from now. It inspires you to give your best. It shapes your understanding of why you are working here. Clarity and lack of ambiguity: Describing a bright future (hope); realistic aspirations, achievable; alignment with organizational values and culture.

    Thank you

    Name: Madina Sadikova
    Student Number: 20131544
    Department: Business Administration

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  3. Why does it matter if there is confusion about Vision and Mission statements, or if they are written in a certain way? For the same reasons it is fundamental and valuable for any organization to have a strategic plan as a roadmap for success, it is important to develop a plan around a clearly defined and well written Vision and Mission. Both serve important, yet different roles as core elements of a strategic plan.
    The absence of, or poorly written Vision and Mission statements are lost opportunities for:
    • Attracting/engaging/retaining talent;
    • Building organizational culture; and,
    • Increasing productivity while leveraging all resources to successfully implement a strategic plan.

    MISSION STATEMENT OF TOYOTA
    “To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.”
    VISION OF TOYOTA
    “To be the most respected and successful enterprise, delight customers with a wide range of products and solutions in the automobile industry with the best people and best technology.”

    MISSION STATEMENT OF MERCEDES BENZ

    To delight our customers in everything we are doing.

    To continually improve the effectiveness of our Quality Management System and our business processes.

    To continually improve the quality of our products and services.

    To have a team-oriented and open minded corporate culture involving employees through leadership and individual acceptance of delegated responsibility

    To be aware of our environment to have a professional relationship with our partners

    To have a professional relationship with our business partners.

    VISION OF MERCEDES BENZ
    To be the Number 1 in Quality, Image and Profitability in the Automotive Sector in Indonesia
    COMARING THEIR MISSION STATEMENT
    When comparing the mission statement of Toyota and Mercedes benz I discovered that the one for Mercedes benz was quite good and has the whole things that makes a good mission statement like what the company needs to do for its customers, what it does for its employees, what it does for its owners and also what it does for its community and for the world which makes it very perfect and captured all the necessary criteria. And also all the statements statement stated captured their ethics, culture, and norms for decision making compared with that of Toyota which is not societal and does not capture some of this things stated that makes a good mission statement

    COMPARING THEIR VISION
    A carefully crafted vision statement is at the heart of every successful business. This statement clearly and concisely communicates your business’s overall goals, and can serve as a tool for strategic decision-making across the company.
    Comparing the two vision statement, Toyota has a well written vision compared to that of Mercedes Benz because Toyota was brooder in perspective and was stated with passion and focused to the future and also he was solely channeled its vision to customers satisfaction and that would be achieved only with the help of good and committed staff and expertise and latest technology in in place which I think is the major driver to development and productivity but unlike for the Mercedes Benz that was just too narrow with its statement and was not too focused and those not touch these necessary statements that makes a good and efficient company

    REWRITING THE MISSION STATEMENT OF TOYOTA
    To attract and attain customers with high-valued products and services and the most satisfying ownership experience and with the best technology and best people with the intends of meeting the high level of technology for today and the future.

    REWRITING THE VISION STATEMENT OF MERCEDES BENZ
    To be the best in all our production process and provide our customers with the best Quality and in the Automotive Sector in order to gain a high competitive advantage, premium services for individual mobility.

    Name: Linus Ndukwe
    Reg No: 20125012
    Dept: HRM
    Why does it matter if there is confusion about Vision and Mission statements, or if they are written in a certain way? For the same reasons it is fundamental and valuable for any organization to have a strategic plan as a roadmap for success, it is important to develop a plan around a clearly defined and well written Vision and Mission. Both serve important, yet different roles as core elements of a strategic plan.
    The absence of, or poorly written Vision and Mission statements are lost opportunities for:
    • Attracting/engaging/retaining talent;
    • Building organizational culture; and,
    • Increasing productivity while leveraging all resources to successfully implement a strategic plan.

    MISSION STATEMENT OF TOYOTA
    “To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.”
    VISION OF TOYOTA
    “To be the most respected and successful enterprise, delight customers with a wide range of products and solutions in the automobile industry with the best people and best technology.”

    MISSION STATEMENT OF MERCEDES BENZ

    To delight our customers in everything we are doing.

    To continually improve the effectiveness of our Quality Management System and our business processes.

    To continually improve the quality of our products and services.

    To have a team-oriented and open minded corporate culture involving employees through leadership and individual acceptance of delegated responsibility

    To be aware of our environment to have a professional relationship with our partners

    To have a professional relationship with our business partners.

    VISION OF MERCEDES BENZ
    To be the Number 1 in Quality, Image and Profitability in the Automotive Sector in Indonesia
    COMARING THEIR MISSION STATEMENT
    When comparing the mission statement of Toyota and Mercedes benz I discovered that the one for Mercedes benz was quite good and has the whole things that makes a good mission statement like what the company needs to do for its customers, what it does for its employees, what it does for its owners and also what it does for its community and for the world which makes it very perfect and captured all the necessary criteria. And also all the statements statement stated captured their ethics, culture, and norms for decision making compared with that of Toyota which is not societal and does not capture some of this things stated that makes a good mission statement

    COMPARING THEIR VISION
    A carefully crafted vision statement is at the heart of every successful business. This statement clearly and concisely communicates your business’s overall goals, and can serve as a tool for strategic decision-making across the company.
    Comparing the two vision statement, Toyota has a well written vision compared to that of Mercedes Benz because Toyota was brooder in perspective and was stated with passion and focused to the future and also he was solely channeled its vision to customers satisfaction and that would be achieved only with the help of good and committed staff and expertise and latest technology in in place which I think is the major driver to development and productivity but unlike for the Mercedes Benz that was just too narrow with its statement and was not too focused and those not touch these necessary statements that makes a good and efficient company

    REWRITING THE MISSION STATEMENT OF TOYOTA
    To attract and attain customers with high-valued products and services and the most satisfying ownership experience and with the best technology and best people with the intends of meeting the high level of technology for today and the future.

    REWRITING THE VISION STATEMENT OF MERCEDES BENZ
    To be the best in all our production process and provide our customers with the best Quality and in the Automotive Sector in order to gain a high competitive advantage, premium services for individual mobility.

    Name: Linus Ndukwe
    Reg No: 20125012
    Dept: HRM

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  4. I select Ralph Lauren and Louis Vuitton.

    Ralph Lauren Vision:The expansion and growth of Ralph Lauren among the middle east and globally in the long term plan,providing our male customers with the unique,extraordinary clothing and fulfilling their classy appearance.

    Ralph Lauren Mission: At Ralph Lauren we believe living in a luxurious environment is one of our customers needs. therefore we are here to supply the comfortable with our special designs and high quality fabric to satisfy the way they live.We aim to be up-to-date with all the fashion trends and we definitely have a passion towards all our actions and purposes taken.Our customers are respected like any of the employees within Ralph Lauren are. Best customer service will take over not to forget about our competitors out there. Stay classy.

    he LVMH(Louis Vuitton) group did not provide a vision statement, but they do have a mission statement:

    “The mission of the LVMH group is to represent the most refined qualities of Western “Art de Vivre” around the world. LVMH must continue to be synonymous with both elegance and creativity. Our products, and the cultural values they embody, blend tradition and innovation, and kindle dream and fantasy.

    In my opinion first one is better than second one. Because Ralph Lauren company aswered the both questions but Louis Vuitton don’t.When I look first company the vision is write very well.Vision statement must be answered for ‘’What do we want to become ?’’,they explain briefly this question and when wee look the mission statement of Ralph Lauren company they explain the reason for being, what is their business, their aims ,principles about customer and customer service.Its must be good to write more writing about their mission but when we compare the Ralph Lauren and LVMH, Ralph Lauren is well written.

    In second company view of this mission, five priorities reflect the fundamental values shared by all Group stakeholders:- Be creative and innovate- Aim for product excellence – Bolster the image of our brands with passionate determination- Act as entrepreneurs – Strive to be the best in all we do”
    Although they did not provide a vision statement, the first line of the mission statement can act as their vision statement, as it defines the company’s long term goal. With “Are de Vivre” meaning “The art of living”, their overall objective is to give people a taste of the qualities of the art of living. They are an enterprise that owns countless of luxury brands that retail a range of high-quality goods such as champagne, spirits, and apparel, accessories, etc, so the goal they want to achieve is to represent Western luxury living around the world, as they are a multinational corporation.
    As an entire mission statement, it provides more specific information, such as strategies that connect back to the overall goal. For example, their objective is to represent luxury life, so they must “continue to be synonymous with both elegance and creativity”, because luxurious living is often correlated to these two adjectives, and their goods must be elegant and creative in order to symbolize luxury living. They say they must “continue” to be synonymous with both elegance and creativity, so it shows us that they already possess these traits in the present. Also, they listed five of their main strategies that build up to the overall aim. To be the best at representing Western luxury living, they must be creative and innovative so that their goods are unique from others, aim for product excellence so that their goods are the best quality possible, and strengthen the company’s brands with passionate determination, as perseverance of an organization often leads to the best quality of work. They also aim to act as entrepreneurs and strive to be the best in all they do.

    Name: Selma UZUN
    Student Number: 20130463
    Department:Business Administration

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  5. I preferred to choose two Turkish cosmetics brands Flormar and Golden Rose which are well known and have reputation. Both of them have both vision and mission statements. However Golden Rose has more rich, clear and brief vision and mission statement.
    First of all, I would like to give a brief explanation of both vision and mission. Vision statement answers the basic question of “what do we want to become?” and it is a declaration of an organization’s objectives.
    Mission statement is a declaration of an organization’s reason for being or the company’s purpose. It answers the question “what business are we in?”

    Golden Rose
    Vision
    To be the first choice of the women all over the world for the colored cosmetics, to continue our success in being the export leader company in cosmetic sector and to become one of the leader brands in the global cosmetic market as a Turkish brand.
    Mission
    To manufacture high quality products by using modern high-tech and meeting the expectations with a customer oriented approach.
    To contribute the social and economical improvement by obligating legal requirements, respecting the ethical values and raising the level of qualification of our employees with learning organization structure.
    To meet the women from all around the world with different, reliable colored cosmetic products with our innovative R&D approach and affordable products with reasonable pricing policy.

    Flormar
    Flormar’s vision,
    • Gaining at least one loyal customer in every household by offering products that would make people happy,
    • Growing by carrying its success in colorful cosmetics to the other cosmetic areas,
    • Increasing brand awareness in the global cosmetics market by announcing the quality of the Turkish cosmetics to the World,
    • Taking its place in between the first 50 brands/companies by protecting its leadership as a brand that directs trends and tendencies in the global cosmetics market.

    Mission
    With its dynamic and charming team, extensive experience in cosmetics industry and a respectful structure to human being and environment, Flormar’s mission is to,
    • Adding value to the global economy,
    • Generalizing the personal care,
    • Increasing customer satisfaction by corresponding to all the needs of the consumers in the field of cosmetics with quality, reachable products and affordable prices,
    • Carrying product variability and quality to the top levels by following fashion trends and consumer tendencies,
    • Ensuring the continuity and maintainability of the Flormar brand
    • Supporting R&D and ÜRGE activities by following the developments of the technology
    • Using resources effectively and efficiently by highly dedicated and confident work,
    • Creating benefits and value for our shareholders with our activities
    • Creating awareness about our corporate social responsibility and environmental sensitiveness,
    • Training our employees according to this goal in order to have a contribution on their personal development and awareness.

    Flormar’s vision is longer. Generally vision statements are short or one sentence long. Although this vision statement includes the focal points (objectives) that are important for the company it can be written a little bit shorter. Besides, vision is clean and easy to understand as in the Golden Rose’s vision. In my opinion Flormar’s vision could be like that;
    To be the one of the leader cosmetic companies as a Turkish brand in the global/worldwide cosmetics market by continuously improving and selling high quality products.

    Flormar’s mission statement is also quite long. It can be shortened so depriving it from boredom. Also this mission statement didn’t emphasize the market or geographically where the firm competes. But in Golden Rose’s mission statement it is given that it serves to global market (it says ‘To meet the women from all around the world….’). Besides, Flormar’s mission could be like that;
    Increasing customer satisfaction by meeting the all needs of the consumers globally in the field of cosmetics with high quality and variety. Our reachable products are produced in an environmentally friendly and socially responsible way, using the newest technology, and sold at affordable prices and profit. Also employees are continually training in order to contribute both their personal development and awareness.

    Instructor: Dr. Karen E. Howells
    Student Name: Günay İmanova
    Student Number: 20130745
    Department: Business Administration

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  6. Why does a company need a vision statement and a mission statement? At The Marketing Blender, we understand that words have power. In fact, we also took to heart the task of summarizing what we want to be in the future and what we want to do now to achieve it. Vision and mission statements are not just framed words; they can help align your company’s efforts and focus its strengths on goal achievement.
    I want to compare two organizations to explain why is so important to have good and strong vision and mission statements.
    Example of good vision and mission statements:
    Ford Motor Company’s Vision Statement
    Ford’s vision statement is “people working together as a lean, global enterprise for automotive leadership.” The company also explains, “Automotive leadership is measured by the satisfaction of our customers, employees, investors, dealers, suppliers and communities.”
    The global leadership point of the vision statement indicates that Ford Motor Company wants to become the top player in the international automotive market. Ford is currently the fifth biggest in the world, and the second largest U.S.-based automobile manufacturer, behind General Motors. In this regard, Ford still has more to work on to reach its vision statement’s point of global leadership. On the other hand, the vision statement’s emphasis on stakeholders is achieved through Ford’s enhanced HR policies, as well as corporate social responsibility strategies for employees, customers, investors and others.
    Ford’s mission statement :
    “One Team. One Plan. One Goal.” This mission statement is also known as the “One Ford” mission, which is part of the “One Ford” plan that was unveiled in 2008 under CEO Alan Mulally’s leadership
    With the One Ford mission statement, the company now focuses on creating consistency in product and service design and quality globally. The mission statement emphasizes teamwork to achieve synergy at Ford. The One Plan and One Goal components also indicate that the mission statement focuses and unifies Ford’s global organizational efforts to improve business performance and achieve the global leadership point in the company’s vision statement.
    Example of bad vision and mission statements:
    General Motors company’s vision:
    “To become a “world class” maintenance department and be the best in the corporation, the “benchmark” for all others to follow.
    General Motors company’s mission:
    “Making the world’s best vehicles can only happen with the world’s greatest employees. We take great pride in our work, and take great care to deliver exceptional cars and a positive ownership experience to our customers around the world.
    At the new GM, we make a strong commitment to our customers, employees, partners and other important stakeholders. We state proudly our five principles that guide us in everything we do:
    • Safety and Quality First
    • Create Lifelong Customers
    • Innovate
    • Deliver Long-Term Investment Value
    • Make a Positive Difference”
    It is the product-oriented mission that doesn’t include any of the most important values. Product-oriented mission provides less flexibility for the company, has shorter life cycle than customer-oriented mission has and offers limited expansion to other markets. For example, GM would struggle to grow to other product categories, such as motorcycles because it would have to restructure its business model and their mission accordingly. The company should rather focus on moving people around the world or improving world’s mobility as Toyota does. Therefore, GM’s mission is poorly constructed and doesn’t address all the stakeholders properly. Nevertheless, it is clear what GM’s core business is and where the company is heading to.
    Ford’s mission and vision are one of the best. They are simple ,compelling, present a common purpose that people can aspire toward. It’s mission is about getting really clear and staying really focused. and will provide the company right direction, will helps to find the right customers…most profitable customers .General Motor’s statements are not enough good constructed, shall be well and clear determined.

    Alina Trifonoglo
    20135550

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  7. The Mission Statement concentrates on the present; it defines the customer(s), critical processes and it informs you about the desired level of performance.
    The Vision Statement focuses on the future; it is a source of inspiration and motivation. Often it describes not just the future of the organization but the future of the industry or society in which the organization hopes to effect change.

    I selected BMW Motors Company and Mercedes-Benz Company
    BMW Company is the mission statement ; The BMW Group is the worlds leading provider of Premium product and Premium service for individual mobility of the today is drivers. In going so, the BMW Group will exceed customer is expectation for quality, technology and affordability while obtaining sustainable profitability. Our succes will not be complete without our hard working employees and commitment to social responsibility.

    BMW Company vision statement: Three brands,one vision- to become even beter in today’s individual mobility market offering affordable and attractive options for a variety of costumers and providing exceptional costumer service. So Beyond that, each brand of vehicle under the BMW Group umbrella has its own distinct brand identity…

    BMW Brand – “The BMW brand stands for one thing: sheer driving pleasure. Sporting and dynamic performance combined with superb design and exclusive quality.”

    MINI Brand – “The MINI brand wins hearts and turns heads. MINI is refreshingly different: extroverted, spontaneous and in every respect something out of the ordinary.”
    Mercedes-Benz Company vision and mission statement;
    Mercedes-Benz is a multinational division of the German manufacturer Daimler, and the brand is used for luxurry automobiles,buses,coaches and trucks.
    Mission :
    To delight our customers in everything we are doing.

    To continually improve the effectiveness of our Quality Management System and our business processes.

    To continually improve the quality of our products and services.

    To have a team-oriented and open minded corporate culture involving employees through leadership and individual acceptance of delegated responsibility

    To be aware of our environment

    To have a professional relationship with our business partners.

    Vision statement : A Pioneering spirit and power of innovation for sustainable mobility. As the inventors of the automobile, we are equally committed to protection of the climate and the environment and to the safety of our vehicles and accident prevention. Our costumers and all other road users- throughout the world can put their trust in this commitment.

    The vision and mission of BMW company and Mercedes company are similar. The two companies are quite big companies in the market and have improved their vision and mission items with innovative aspects. The Bmw company and the Mercedes company attach great importance to social responsibility projects because my opinion is the most important factor in social responsibility to protect the customer potential in a country. The Mercedes business has taken the necessary measures to prevent the accident and the quality of the Mercedes firm while the BMW company attaches importance to performance.

    Rewrite the poor statements into a better version The vision of the BMW company is bad, the performance of the BMW company is the result of its speed and unique quality. Besides, it does not write about stability, driving pleasure, being a pioneer in quality, protection of the climate and the environment and prevention of the accident. Working spirit and quality, service and quality all over the world. The BMW company has not made any necessary disclosures for the quality of its products.

    Mercedes-Benz is mission and vision are one of the best. Ensuring quality products for the society in front of the society, providing sustainable technology, performance and quality customer and preference in this direction.Company is a source of inspiration and motivation.

    Name : Recep Gündöner
    Student number : 20122072
    Department : Tourism and Hotel Management

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  8. Why? The mission and vision become much more clear as you move through the branding process. As you think about your company’s reason for being, your goals, the image you want to project, and the people you serve, you begin expanding your definition of what you want your company to be. I find just talking to a business owner and asking, “Why did you start this business?” can yield the seeds of a mission or vision statement. They use certain words or phrases over and over again. As you think through the Brand Strategy, certain themes that consistently emerge will be strong clues to your mission and vision.

    Apple’s vision statement and mission statement are bases of the company’s success as one of the most valuable companies in the world. Established in 1976 in Cupertino, California, the firm has become a symbol of innovation and elegance in design. These characteristics are linked to Apple’s mission statement and vision statement, which continue to motivate the company’s employees to support and contribute to innovation for competitive advantage. Apple Inc. has changed its mission statement in recent times, including changes to Steve Jobs’ original mission statement for the company. Also, Tim Cook has introduced Apple’s new vision statement to reflect the current position of the company. Thus, the firm’s mission statement and vision statement evolve over time to address changing organizational and market conditions.

    Vision Statement
    Apple’s current vision statement was introduced by CEO Tim Cook, who stated, “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”

    Apple’s vision statement is considerably detailed and reflects the company’s comprehensive approach in ensuring continued growth and success. For instance, the vision statement enumerates a number of major points, such as the emphasis on innovation, which directly relates with Apple’s rapid innovation strategy. In addition, the vision statement specifies simplicity, which is also an integral aspect of the company’s approach to product design and development. Apple is known for user-friendly and easy-to-use products that help improve daily activities. For instance, the simplicity of the design of iPhone and iOS make it easy to communicate, use apps, and access the Internet. Moreover, Apple’s vision statement shows careful selection of markets. This factor reflects the firm’s use of market research to guide decision-making in product development and strategic formulation. Also, even organizational culture is included in this vision statement. Apple highlights employees’ collaboration and excellence as keys to its business. This detailed vision statement is quite comprehensive in addressing the different aspects of Apple’s business. It effectively shows the holistic approach of the company’s leaders. Thus, based on conventions on vision statement construction, Apple’s vision statement is satisfactory because it clearly shows the direction of the company. This direction is stated for the business as a whole, as well as the various aspects or components of Apple’s organization. Such a detailed vision statement is beneficial to business because it helps guide decision-makers and other employees in working toward the desired condition, which in this case is a condition of Apple’s continued global success based on excellence and innovation.

    Mission Statement
    Apple’s mission statement has also changed over time. The company considers the changing business landscape, which influences the possibilities of what Apple can do. The company recognizes the changing market and industry. Apple’s current mission statement is, “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.”

    Apple’s mission statement is very specific in indicating what the company does and will do. Details about certain product lines are included to show the firm’s current condition. The mission statement mentions Macs, OS X, iLife, iWork, and others. These details are important in recognizing and setting the baseline for future actions that Apple will implement. These future actions are also provided in detail. The mission statement includes details about what Apple intends to do in its various businesses. For example, the firm states that it is “defining the future of mobile media and computing devices.” This part of the mission statement shows that Apple plans to continue focusing its research and development on mobile devices and related media. Such mobile media may include online media via iTunes, which is accessible through mobile devices like iPad and iPhone. These points show that Apple’s mission statement is accurate in depicting the company’s situation and goals. However, the mission statement is quite narrow in representing possibilities for Apple, which is currently in the best position to explore a wider variety of options. It is also worth noting that this mission statement is a departure from Steve Jobs’ original mission for the company: “To make a contribution to the world by making tools for the mind that advance humankind.” Apple’s mission statement has shifted away from a general picture of the business, toward a specific reflection of what it wants to achieve in terms of goods and services.

    Name: Elchin Huseynov
    Student Number: 20112026
    Department: Tourism and Hotel Management

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  9. First of all I want to explain the meanings of vision and mission statement.

    A Mission statement talks about HOW you will get to where you want to be. Defines the purpose and primary objectives related to your customer needs and team values. It answers the question, “What do we do? What makes us different?” A mission statement talks about the present leading to its future.

    A Vision statement outlines WHERE you want to be. It communicates both the purpose and values of your business. It answers the question, “Where do we aim to be?” A vision statement talks about your future.

    Secondly, I want to compare the mission and vision statement of Nestle and Ulker companies;

    Both of them have mission and vision statement, however Nestle have explained them in a more careful and effective manner.

    NESTLÉ’S VISION AND MISSION STATEMENTS:

    Mission:
    Nestlé is…
    …the world’s leading nutrition, health and wellness company. Our mission of “Good Food, Good Life” is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.

    Vision:
    To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen preferred employer preferred supplier selling preferred products.

    ULKER’S VISION AND MISSION STATEMENTS:

    Vision

    The vision of Ülker Bisküvi is to further strengthen its status as the consumer’s brand of choice, and within the next 10 years to be one of the top five companies globally.

    Mission
    All companies affiliated with Yıldız Holding, including our company, were founded with the belief that every child has the right to a good childhood, regardless of the country he/she lives in.

    Ulker‘s vision statement is vague, because, in this vision statement it doesn’t mention about its products, such as its beverages and food. Besides, this vision is clear and good stated.

    Ulker’s vision could be like that;
    Vision:
    The vision of Ülker Bisküvi is to further strengthen its status in nutrition sector as the consumer’s brand of choice, and within the next 10 years to be one of the top five companies globally.

    Ulker’s mission statement doesn’t answers the questions, “What do we do? What makes us different? It can say that we produce both food and beverages. Also it doesn’t mention new technology, financial soundness and their employees.

    Ulker’s mission could be like that;
    Mission:
    All companies affiliated with Yıldız Holding, including our company of nutrition, were founded with the belief that every child has the right to a good childhood, regardless of the country he/she lives in. We produce our product with the latest technology. We supply our employees with support, training and reward so this makes us a profitable company.

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  10. Nestle mission statement;

    Nestle is the world’s leading nutrition, health and wellness company. Our mission of “Good Food, Good Life” is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.
    Nestle vision and values;

    To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, preferred supplier selling preferred products.

    Nestle’s mission has scored 1.5 points out of 4.5, which is a very low score compared to other companies’ missions. The statement includes products and services, markets and self-concept concepts but lacks other 6 essential components. The company doesn’t mention any values, which guides its actions, in the statement but provides them in addition to their vision:
    “To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, preferred supplier selling preferred products.”
    Nestle’s vision and values address more stakeholders than the original mission and should be combined into it to provide more information about the business. The vision and values statement additionally includes concern for survival, public image and employees’ components that the official statement lacks. The combined statement would better communicate Nestle’s ‘reason for being’ in the business to its stakeholders.

    Name: Onur Kurt
    Student Number: 20111378

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  11. I want to mention about the two competitor firm’s mission and vision statement. The name of company’s are PepsiCo & Coca Cola, which I choose. Firstly I want to deal with what is the Mission & Vision Statement?
    Mission Statement is an organisation’s ‘reason for being’. In this statement, we should take an some important things, which is about customers, products & services, markets, technology, employees etc… It should give more detail in mission statement because, some brands must give some information about their.
    Vision Statement seek some answers for this questions, which is ‘What do we want to be in future’. Also especially the key word is future. This statement should be short and mostly given at least one or two sentences.
    It would like to give below Company’s Mission & Vision Statement:
    PEPSI COLA
    Mission
    Our Mission Is To Meet The Needs Of The Customer
    Our Mission Is To Meet The Needs Of The Employees
    Our Mission Is To Meet The Needs Of The Community
    Only Then Will Profitability Follow To Allow Our Survival And Growth
    Vision & Values
    Pepsi – Cola is in business to produce and sell quality products that will make a profit and thereby contribute to the welfare of its employees and to the local communities in which we operate. In order to achieve our Company purposes, we employ capable people, provide training, development, and opportunities for advancement, and offer equitable rewards, pay, and benefits in exchange for their contributions. As an employer, we are interested in the personal advancement, well-being and security of our employees and their families. And, as a result of our cooperative efforts, we are able to provide our customers with products and services that will merit their continuing confidence. This is how we remain competitive and keep growing.
    -Firstly, I give some critical points about mission statement. There should be given more information about the company. A mission statement must be inspiring, identify the utility of a firm’s products, enduring… So for example, we must answer in this question, which is why the company’s¬ exist and reason for being. Especially for this question, it must contain our customers (customers’ expectations), products & services (let’s say transportation, quality), technologies, employees etc… If these information is given in mission statement it will be better than the previous one.
    -Secondly, vision statement is too long. I should not be vague. As I wrote above, vision statement must be understandable about the future conditions. Also it should reveal beverage and food business. I think, if these details (information) is given in mission statement, it would be better.

    COCA COLA
    Our Mission
    Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
    • To refresh the world…
    • To inspire moments of optimism and happiness…
    • To create value and make a difference.
    Our Vision
    Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
    -Firstly, mission statement is good. But it must be given in more detail. Because when we want to look at the company’s mission statement, we should see some points. For example: If we ask what customers’ want from our company? Also we should see the answer, which is the –we expect the needs of our customers and make all enterprise to pass over our customers’ expectations.
    -Secondly, vision statement is good but it must be more clear & short. It does not mention about the special beverages of company’s.
    Finally, I want to compare these two companies. When I look at these statement, I can see Coca Cola Company’s mission statement is better than the PepsiCo. Also vision statement is good. But I think, both of them must be corrected for it will be better.

    Bahar BEYAZ
    Dr. Karen E. HOWELLS
    MAN 407
    Business Administration

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  12. Organizations summarize their goals and objectives in mission and vision statements. Both of these serve different purposes for a company but are often confused with each other. While a mission statement describes what a company wants to do now, a vision statement outlines what a company wants to be in thefuture.
    The Mission Statement concentrates on the present; it defines the customers, critical processes and it informs you about the desired level of performance.
    The Vision Statement focuses on the future; it is a source of inspiration and motivation. Often it describes not just the future of the organization but the future of the industry or society in which the organization hopes to effect change.
    I will compare vision and mission’s of two different models of tyres. One of them is Continental Tyres and the other one is Toyo Tyres.
    CONTINENTAL TYRES
    Vision:
    • Highly developed, intelligent technologies for mobility, transport and processing make up our world.
    • We want to provide the best solutions for each of our customers in each of our markets.
    • All of our stakeholders will thus come to recognize us as the most value creating, highly reliable and respected partner.
    Mission:
    • We are conscientious people who help others around the world fulfill their dreams of mobility. This also comprises the transport of persons, materials and information. We are aware that mobility and transport are fundamental to life, and want to help meet the high expectations in this regard.
    • As a responsible, leading company and the partner of choice, we invent, develop, produce and market indispensable technological solutions that shape in particular the four mega trends, including safety, environment,
    information and affordable cars.
    • We excel in generating value. We do this in the most efficient, effective and innovative way. We maintain the highest of quality standards. We think and act holistically, systemically and in a networked manner. All of which is why we are faster than others with regard to transforming ideas into mass production.
    • With our technologies, systems and service solutions, we make mobility and transport more sustainable, safer, more comfortable, more individual and affordable. Our contributions make driving an exciting experience.
    • Thanks to our solutions, people and society on the whole can benefit from the protection of life and health, a higher quality of life, faster progress, greater respect for the environment, and better personal opportunities for the future.
    TOYO TYRES
    Vision:
    • A company that has strong presence with distinctive technologies and a marketing strategy with a customeroriented perspective
    • A company which is trusted in society, and in which each employee is keen to fulfill its corporate social responsibility
    • A company rich in flexibility thinking, challenging spirit, energy and vitality

    Mission:
    For each of us to give our best where we work, so that our customers will always have a better product at a better price, more today than yesterday.

    ZEKA SALDAM
    20130323
    BUS

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  13. Volkswagen Groups is a German corporation that manufactures passenger cars, commercial vehicles, motorcycles and engines. The company was the largest automaker by output in the world in 2011. Volkswagen Group also offers financial and leasing services. The company owns 13 vehicle brands, including Audi, Volkswagen, Bentley, Porsche, Skoda, Lamborghini, MAN, Scania and motorcycle brand Ducati. It operates in more than 150 countries and is one the largest companies in the world by size and revenue.
    Volkswagen Group doesn’t have an official mission statement. The closest statement that could be called VW Group’s mission is expressed as company’s goal:

    “The Group’s goal is to offer attractive, safe and environmentally sound vehicles which can compete in an increasingly tough market and set world standards in their respective class.”
    There are many versions of VW Group’s mission around the web. Yet, none of them is coming directly from VW Group. One of the versions is popularized by About.com Retail Industry website, but it is incorrect to think that 6 principles, which were set as national guidelines for German vehicle companies could serve as primary mission for each individual company, including VW Group. We identified VW Group’s goal statement as their mission because it most closely resembles the true mission statement.

    We have evaluated the statement 1.6 points, indicating a poor level of the mission. It doesn’t include 4 out of 9 essential components and doesn’t mention any of the 4 values used in our evaluation, so it is unclear as to what guides Volkswagen Group’s actions and decisions. The statement is product-oriented, which reveals that the company focuses on what products to produce and services to offer rather than on how to satisfy customer needs.

    The purpose of the mission is to communicate business’ core purpose to its stakeholders and VW Group poorly achieves this with their statement. It addresses too few stakeholders and provides little important information about their business.

    Bircan Atakoğlu
    20110129

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  14. Vision and mission statements

    Vision and mission statements are the core values of an organization. Not only do they portray a company’s ideals to the consumers but also are the main reason why other organizations want to expand and affiliate themselves with the organization. I have chosen two of the most accomplished and well-known companies of the decade, Coca Cola and Apple. Below I have listed both companies vision and mission statements and have analysed and stated which is per say better then the other.

    Coca cola vision statement:
    Our vision serves as the framework for our Road map and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
    • People: Be a great place to work where people are inspired to be the best they can be.
    • Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people’s desires and needs.
    • Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
    • Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
    • Profit: Maximize long-term return to share owners while being mindful of our overall responsibilities.
    • Productivity: Be a highly effective, lean and fast-moving organization.
    Coca cola mission statement:
    Our Road map starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
    • To refresh the world…
    • To inspire moments of optimism and happiness…
    • To create value and make a difference.

    Apple vision statement:
    “We believe that we are on the face of the earth to make great products and that’s not changing. We are constantly focusing on innovating. We believe in the simple not the complex. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution. We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us. We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”

    Apple mission statement:
    “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.”

    Comparison:
    Although both companies have excellent and strong statements, I personally believe that Apples statements are much thorough and not as generic as Coca Colas. The reason being is because coca cola is a massive company not only being the leading brand in beverages but also one of the pioneer organizations in the field. Now that being said you would expect a much more improved and enriched set of words to portray the company’s values. It cannot get more generic than “Be a great place to work where people are inspired to be the best they can be.” Yes they are one of the oldest companies in the world who have maintained their quality and promises to their consumers, but that doesn’t mean you continue to use them same statement written down years ago. Now if we have a look at the Apple’s vision statement enumerates a number of major points, such as the emphasis on innovation, which directly relates with Apple’s rapid innovation strategy. In addition, the vision statement specifies simplicity, which is also an integral aspect of the company’s approach to product design and development. Now if we look at both companies mission statements again Coca Colas statement is as generic as any other organization, with promises like to refresh the world. Now I am not stating that these promises were never fulfilled but in my opinion they do not sound like something a multi-billion dollar organization will promise. On the other hand we again have Apple’s outstanding mission statement which Apple’s mission statement is very specific in indicating what the company does and will do. Details about certain product lines are included to show the firm’s current condition. The mission statement mentions Macs, OS X, iLife, iWork, and others. These details are important in recognizing and setting the baseline for future actions that Apple will implement. These future actions are also provided in detail. The mission statement includes details about what Apple intends to do in its various businesses. Therefore in conclusion the way I think Coca Cola can improve its statements will be if they edit it and now mention all the new ventures and products they have stepped in and accomplished, in all honestly I think its plainly not smart to mention all your success in your statements since that is what portrays you to the world.

    Name : Abdul Ahad Shafi
    student # 20146859

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  15. Vision & Mission
    Student Name: Tagaev Kursant
    Student №: 20123772
    Department: B & F

    In this my report, I am going to explain the mission and vision statements and their importance, values. Firstly, I will talk about the mission statement. What do we understand under the mission statement? The mission statement is the meaning of its existence beyond making money. Mission is the work that you do. It shapes the values, beliefs and principles of the business, reflects the purpose of the company, its positioning (in contrast to other market participants), and defines the role that the company wants to play in society. The mission also needs to determine that the company WILL NOT DO. The mission says nothing about the direction of the company, future activities, objectives and business plans. It makes strategic sense to the company’s activities, creates the desire for perfection and becomes a platform of motivation. When developing the mission should proceed in the following practical way. First, initially, to formulate the internal mission of the company that are not intended for printing. To do this, owners and managers of the company should answer the following five questions:
    I. What do we do? (What business are we in?).

    II. For whom do we do it?

    III. Where geographically do we do it?

    IV. How do we do it? (What makes your business unique? What are our competitive advantages?)

    V. We do not do and will not do?

    Consider a number of missions of companies from the point of view of their matching the five questions.

    • Mission of jewelry and Art Company: “the Manufacture and sale of articles of precious metals and stones, available in a wide range of consumers with different incomes”.
    Comment: one of the thousands of firms that do not have distinctive features with a strange scale.
    • Mission of Otis Elevator (Production of Elevators) is to provide all customers with a means of moving people and cargo up, down and side to side for a limited distance with reliability, which cannot be achieved by any one other company.
    Comment: a very good definition of the mission statement, from my opinion. It is clear that the company does, for whom, where and most importantly their distinctive from competitors where it has a competitive advantage -reliability.
    Vision statement
    A vision is a dream is the representation of owners and top managers of the company in the future. It is an attractive image of the company in the future, the ideal or dream, which the company seeks to implement. From the vision of the company must be formed prior objectives of the company. Vision brings clarity to ideas about the purpose and direction of the company in perspective, gives meaning and value to everyday activities, and encourages staff to action. The vision is as complete as possible description of the future state of the company, which should be developed iteratively and collectively, with the participation of the owners, managers and leading specialists.
    Japanese say: “There is no point rowing harder if you’re rowing in the wrong direction” and “Vision without action is dream, action without vision is nothing”.
    The basis of the vision are the goals that the company sets itself to move in the desired state. The goal is a subjective image (abstract model) non-existent, but the desired condition of the company or its results of operations. Goals the vision must meet certain requirements SMART:

    • SPECIFIC
    • MEAUSURABLE
    • ACHIEVABLE
    • RELATED
    • TIME BOUND

    Examples:
    • Domino’s Pizza — Fast delivery of hot pizza in less than 30 minutes after acceptance of the order, reasonable prices and profit.
    Comment: set the main factor of company’s activity — the speed of order execution.
    • Atlas Corporation to become a low-cost gold-mining company of the middle scale, to produce not less 3735, 5 kg of gold per year and to create a gold reserve in 424, 5 T.
    Comment: specific indicators, which wants to reach the company. It would seem that the strategic goals already developed strategy. But the difference of indicators in the vision from the strategic objectives of the strategy is that the indicators of vision do not have the exact dates of achievement, not resourced and do not have specific plans to achieve them. This is only a wish (dream) for the next 5-10 years.

    Organizations summarize their goals and objectives in mission and vision statements. Both of these serve different purposes for a company but are often confused with each other. While a mission statement describes what a company wants to do now, a vision statement outlines what a company wants to be in the future.

    • The Mission Statement concentrates on the present; it defines the customer(s), critical processes and it informs you about the desired level of performance.

    • The Vision Statement focuses on the future; it is a source of inspiration and motivation. Often it describes not just the future of the organization but the future of the industry or society in which the organization hopes to effect change.

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  16. The Coca Cola Company Mission
    (STRONG)

    Our mission is:
    •To refresh the world in mind, body and spirit
    •To inspire moments of optimism and happiness through our brands and actions.
    •To create value and make a difference.

    The Coca Cola Company Vision:
    To achieve our mission, we have developed a set of goals, which we will work with our bottlers to deliver:
    People: Inspiring each other to be the best we can be by providing a great place to work
    Portfolio: Offering the world a portfolio of drinks brands that anticipate and satisfy people’s desires and needs
    Partners: Nurturing a winning network of partners and building mutual loyalty
    Planet: Being a responsible global citizen that makes a difference by helping to build and support sustainable communities
    Profit: Maximising long-term return to shareholders, while being mindful of our overall responsibilities
    Productivity: Being a highly effective, lean and fast-moving organisation

    PepsiCo’s
    (WEAK)

    PepsiCo’s mission statement is “to provide consumers around the world with delicious, affordable, convenient and complementary foods and beverages from wholesome breakfasts to healthy and fun daytime snacks and beverages to evening treats.”
    PepsiCo’s vision statement is “to deliver top-tier financial performance over the long term by integrating sustainability into our business strategy, leaving a positive imprint on society and the environment.”

    In my opinion I think coca cola company focuses on the healthy of customers, environment, caring , effectiveness in production, while pepsi focuses on the mission statement on breakfasts and healthy snacks with evening drink as (pepsi) but pepsi forget how much it’s drink is dangerous on the customer healthy!

    At the end mission it is right now, to show to consumer the message of the company while vision it is to work on the mission and develop it on the future , (where the company will be after 5 years ).
    Mahmoud Hammoush/ 20146924

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  17. Apple’s Mission Statement
    , “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software.
    Apple leads the digital music revolution with its iPods and iTunes online store.
    Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.”

    Apple’s Vision Statement
    “We believe that we are on the face of the earth to make great products and that’s not changing.
    We are constantly focusing on innovating.
    We believe in the simple not the complex.
    We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution.
    We believe in saying no to thousands of projects, so that we can really focus on the few that are truly important and meaningful to us.
    We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot. And frankly,
    we don’t settle for anything less than excellence in every group in the company, and we have the self- honesty to admit when we’re wrong and the courage to change. And I think regardless of who is in what job those values are so embedded in this company that Apple will do extremely well.”

    Samsung’s mission statement is :
    “Inspire the world, create the future.” As one of the leading electronics companies in the world, Samsung Electronics is characterized by new technology, creative solutions and innovative products

    This new vision reflects Samsung Electronics’ commitment to inspiring its communities by leveraging Samsung’s three key strengths: “New Technology,” “Innovative Products,” and “Creative Solutions.” — and to promoting new value for Samsung’s core networks — Industry, Partners, and Employees.

    Both of them made something special on last 10 years by founding the smart phone system, But I believe IPhone is more trust full and realistic in it is vision and mission statement and close to our real life.
    IPhone more trustful, easy to use , not easy to hacked , more formal in business places , as well as it is vision came from their mission that they want to make it more simple and easy to use , and in each generation of iPhone mobile we see the difference to be much perfect, IPhone computer the best in the world, not very easy to use but it is special when you use MAc .

    Samsung poor in their products if we need to compare them with their mission and vision because Samsung quickly destroy and die.

    If I get a permission to edit their mission and vision I advice them to make it like that:
    Mission: “we think about poor people, we don’t believe on social classes so our products is for all human beings”

    Vision: “We can make innovative and creativity and it can start from homeless children because they can change the world if we help them to live in a good situations and they will make our profits with no limits”

    Raja El-Majzoub
    20135297

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  18. Timur Galichenko
    20103035
    International Business
    VISION & MISSION

    Vision – is a dream, this representation of owners and top managers of the company in the future. It is an attractive image of the company in the future, the ideal or dream, which the company seeks to implement. From the vision of the company should be formed prior goals of the company. Vision clarifies the notions of purpose and direction of movement, creates a perspective, gives meaning and value of the daily activities, the staff moves to action. Vision – is the fullest possible description of the future state of the company, which should be formed iteratively and collectively, with the participation of owners, managers and leading specialists.
    Intel company vision – billions of computers connecting to the Internet, millions of servers, trillions of dollars of profit from e-commerce.

    Mission – a work which you serve. It forms the values, beliefs and business principles, reflects the purpose of the company, its positioning (unlike other market participants), defines the role that the company wants to play in society. The mission should also determine that the company will not do. Mission says nothing about the company’s development direction of future operations, objectives and business plans. It makes strategic sense in the company’s activities, creates the desire for perfection and becomes a platform for staff motivation.

    Mission Ford: «Our goal is to become the world’s leading company for the production of automotive products and services. The mission of the international company with rich experience we see in the provision of goods and services of the highest quality. Our values: to act for the good of the country, society – all those who are close to us, but above all for the benefit of our customers. ”

    Mission Statement: this mission articulates what the company does, where acts for whom works, but a poor reflection of what, it is a competitive advantage, since quality is now an integral feature of almost all the world’s automobile companies and win the competition, relying only on the quality, is no longer possible today.

    Vision Statement: specific indicators, which the company wants to achieve. It would seem that this strategic objective has developed strategy. But unlike figures in the vision of the strategic goals of the strategy is that the vision of indicators have precise terms of achievement, are not provided with resources and have no concrete plans to achieve them. These are just a wish (dream) for the next 5-10 years. When developing a business plan for 3-5 years, which is a tool of justification strategy, these indicators will be calculated for the duration of the strategy to achieve them-resourced and validated designs.

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  19. mission statement, by definition, expresses a company’s purpose for existing. Though brief and concise, consisting of one or several sentences, the mission statement includes identification of a company’s core purpose and focus, its intended direction in the marketplace, and of the various business facets that funnel the purpose, focus and direction into actual business practice and transactions. The mission statement defines how a company’s philosophy will be translated into daily actions in policy and standards of conduct and of operation.
    Example ;
    Adidais mission ;
    . The essential elements of a mission statement are :
    the nature of products and range of product offerings, which includes competitive position in the marketplace and methods of competing
    the intended customers and intended company-customer relationship
    the marketing considerations of price, quality, customer and product service, geographic range of product marketing
    the nature of relationships with employees and shareholders, suppliers, competitors and with the community at large
    We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market.
    We are consumer focused and therefore we continuously improve the quality, look, feel, and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value.
    We are a global organization that is socially and environmentally responsible, that embraces creativity and diversity, and is financially rewarding for our employees and shareholders.
    Puma mission ;
    MISSION STATEMENT
    At PUMA, we believe that our position as the creative leader in Sport lifestyle gives us the
    opportunity and the responsibility to contribute to a better world for the generations to
    come. A better world in our vision—the PUMA Vision—would be safer, more peaceful,
    and more creative than the world we know today. The 4Keys is the tool we have
    developed to help us stay true to this PUMA Vision, and we use it by constantly asking
    ourselves if we are being Fair, Honest, Positive, and Creative in everything we do. We
    believe that by staying true to our values, inspiring the passion and talent of our people,
    working in sustainable, innovative ways, and doing our best to be Fair, Honest, Positive,
    and Creative, we will keep on making the products our customers love, and at the same
    time bring that vision of a better world a little closer every day.

    Comment ; is very good mission statement it is very clear and and it answers for all the quation and establishing objectives because The adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle. We are committed to continuously strengthening our brands and products to improve competitive position..

    VISION :
    It is those remote case that you want to become them!
    For the
    adidas

    Performance . Passion. Integrity. Diversity.
    These values come from sport and sport is the soul of the adidas Group. It is what links our past and our present. It is what orients us towards the future.

    Because these values are ingrained in all of us at the adidas Group, we:
    Innovate, creating the world’s leading products
    Work collectively, across ethnic and regional differences
    Perform and lead, delivering superior financial results and investment returns, and
    Maintain the highest standards of corporate responsibility in the communities in which we operate.
    PUMA Vision PROGRAMS
    The PUMA Vision looks ahead to a world that is safer, more peaceful and more creative

    Omar Mohamed
    20159413

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  20. Vision and mission statements generally translate the purpose of the company and define the products or services they are providing to customers. Through mission statements, leaders in the organizations push forward the primary purpose and future objectives that the organization aims for. Vision statements on the other hand focus on organizational norms and values that drive the overall purpose the organization is working towards. Establishing effective mission and vision statements ensures great strategic management that drives the overall business practice into a better standing.
    A good effective mission statement will establish the organization’s future goals on a big scale and will build a good reputation among competitors that will also appeal to customers. For example, Apple’s mission statement declares: “We believe that we are on the face of the earth to make great products and that’s not changing. We believe that we need to own and control the primary technologies behind the products that we make, and participate only in markets where we can make a significant contribution.” This proves how Apple is a leader in the industry and delivers the message that they plan to continue being one of the top leaders in the industry. It also conveys the message that they care about their customers’ satisfaction and they aim to always provide them with top quality products and that they wish to make a significant difference with all aspects of their business practices.
    Whereas, a vision statement uses the company’s common norms and values that are established between all stakeholders to build a customer base and inspire people to use their products and services. According to Tim Cook, Apple’s vision statement states: “We don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.” This statement succeeds in incorporating the company’s most important values which are high standards, honesty and courage to do better in order to appeal to the customers and to push forward Apple’s ethical significance.
    Meanwhile, bad or ineffective mission statements will not translate the company’s future goals and common purpose which will lead to some sort of confusion for stakeholders as well as customers. For example, Coca-cola’s mission statement as mentioned on their website declares that their mission is: “To refresh the world. . . To inspire moments of optimism and happiness. . . To create value and make a difference.” Such a vision statement gives a sense of the company however, it is vague and fails to mention future goals for the company. It also lacks a sense of direction.
    Similarly, an ineffective vision statement fails to describe what the company aims to accomplish using its organizational values and norms. Coca-cola’s vision statement states: “Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.” This vision statement speaks about glaring general objectives that any company has and it defeats the purpose of vision statements serving as a method of personalizing the company.

    Remy Al Hafez
    20133817
    Banking & Finance

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  21. SEBASTIAN NLEBEDIM
    Mission statement is a statement showing the purpose of a company, what they do and vision statement shows what the company wants to achieve in the future. And they are clear for people to read and understand what they stand for. Vision statement defines what the company wants to become and what will achieve in the future.
    MISSION OF COCACOLA
    Our roadmap starts with our mission, which is enduring, it declares our purpose as a company and serves as the standard against which we weight our actions and decision;
    To refresh the world
    To inspire moments of optimism and happiness
    To create values and make difference.
    VISION IF COCACOLA
    Our vision serves as the framework for our roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
    MISSION OF PEPSI
    To be the world’s premier consumer products company focused on convenient foods and beverages.
    VISION OF PEPSI
    To put into action, through programs and a focused on environmental stewardship activities.
    COMPARING COCACOLA AND PEPSI’S MISSION STATEMENT
    Coca cola mission statement could apply to any company in any industry. There first two aims are customer oriented and the last one is business oriented. While Pepsi mission statement is formal is more of a business oriented.
    COMPARING COCACOLA AND PEPSI’S VISION STATEMENT
    Coca cola’s vision is not straightforward, it did not point us to the product but more on how to get profit for the business .Pepsi’s vision did not also talk about beverages but how to protect the environment.

    SEBASTIAN NLEBEDIM
    20133593
    Business Administration

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  22. A good mission statement should possess some of this qualities listed below;
    1. Should be short and snappy as possible.
    2. If possible it should be memorable.
    3. Focus on what you strive to do differently.
    4. It should be realistic. It should have all to do with the present and not just the future.
    An example of a good mission statement is that of Nike. Here; “To bring inspiration and innovation to every athlete”.
    The purpose of the organization is stated in just eight words. It is very brief yet explains much about the brand. A more thorough look into the statement tells it does not just limit its expertise into clothe making or shoe making but every other aspect of the athletes’ person. Nike in a brief company detail on site establishes that every human is an athlete, how amazing.
    An example of a poor mission statement; Rolex- “Our mission is to always strive to provide quality of the highest standards, modern design and prompt responses to our valued clients, at the very best price”.
    From this statement I see that they are a lot more interested in profits received from customers rather than the quality of service offered. It also limits its expertise to its customers by saying “to our valued clients”. The mission statement is not quite clear on the manner or medium it intends to provide quality to the clients.
    A better way to have written this might have been thus; “To make your life better with the highest standards of technology”.
    A good vision statement on the other hand should possess such qualities;
    A good vision statement should be able to tell what the company plans to attend in the long-run. A vision statement is more futuristic than concerned with the present state of the business. Some extra qualities are listed below;
    1. It is concise.
    2. It defines the core goal.
    3. Stable and not likely to be affected by changes in technology or market changes.
    4. It has the ability to motivate employees.
    A good example of a vision statement is that of Amazon. Here; “Our [Amazon’s] vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online”.
    The above possesses the qualities of a vision statement.
    On the other hand a poorly written vision statement by Coca- Cola. Thus; “Our vision serves as the framework for our Roadmap and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth.
    Notice that the vision statement is only defined but does not tell the height the company aims to reach.
    A good way to have written it might be as follows; “To become a world leader in providing drinks for refreshment and revitalization”.

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  23. Mission statement; for a mission statement to be good one there has to be qualities considered. The mission statement states who your company is, it also states what we do, the principles we stand for if it is a profit oriented company, charity or others. The problems we need to solve and further more if we are innovative enough to improve with time, the type of business environment we create for our employees to make it comfortable enough to maximise their potential and bring the best out of them. We look at two different companies to see if they meet these criteria:
    Ferrari v Volkswagen
    Ferrari, Italian excellence that makes the world dream
    We build cars symbol of Italian excellence the world over and we do so to win both road and track. Unique creation the fuel prancing horse legend and generate a world of dreams and emotions.
    At Volkswagen it is our mission to build a strategic partnership with our customers to assist them in making right choices for their business needs by minimising fleet cost and providing world class customer service.
    Ferrari is quiet intriguing, the vision and mission not only captivate the mind of anyone that reads it but also shows that class of swagger around it. It clearly states the type of company it is, what they do which is build cars, the symbol of excellence which is what they stand for, it doesn’t really state if they are in it for the profit or not and also it states the motive of its existence, as for their employees they don’t particularly state the interest of its employees which to an extend is a flaw but overall it’s a good one
    Volkswagen on the other hand, aside from the fact that it is popular, they don’t really state who they are; car company and what they do either, however they do state what they stand for and how to solve customer problems, making a right business choice for our business needs is a good one but one the other hand bad one; it shows that it is aimed at the business class and also states how it saves cost but these has restricted them because one can get it not in the business class but can get discouraged as for the cost, for people that think of cost as a major factor of buying something would have it good here cos it clearly explains that. In conclusion I wouldn’t say it is bad or good but I think its below par for a company with that class because it is not so distinct.
    My opinion
    Volkswagen, German engineering that brings the realms of fantasy into reality
    At Volkswagen, our mission is to build a long term partnership with our customers. To offer them the most exquisite taste of innovation by minimising fleet cost and provide world class customer service with our cars.

    Atang Agwom
    20134301
    Business Admin

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  24. Name: Nigel T Muza
    Student number: 20156867
    Department: Tourism hospitality

    Mission statement
    About-A Mission statement talks about HOW you will get to where you want to be. Defines the purpose and primary objectives related to your customer needs and team values.
    Answer: It answers the question, “What do we do? What makes us different?”
    Time : A mission statement talks about the present leading to its future.
    Function: It lists the broad goals for which the organization is formed. Its prime function is internal; to define the key measure or measures of the organization’s success
    Change: Your mission statement may change, but it should still tie back to your core values, customer needs and vision.
    Developing a statement: What do we do today? For whom do we do it? What is the benefit? In other words, why we do what we do? What, For Whom and Why?
    Examples of mission statements
    Nature Air: “To offer travelers a reliable, innovative and fun airline to travel in Central America.”
    Nissan: “Nissan provides unique and innovative automotive products and services that deliver superior, measurable values to all stakeholders in alliance with Renault.”
    Vision statement
    About : A Vision statement outlines WHERE you want to be. Communicates both the purpose and values of your business.
    Answer: It answers the question, “Where do we aim to be?”
    Time : A vision statement talks about your future.
    Function: It lists where you see yourself some years from now.
    Change: As your organization evolves, you might feel tempted to change your vision.
    Developing a statement: Where do we want to be going forward?
    Examples of vision statements
    Alzheimer’s Association: “Our Vision is a world without Alzheimer’s disease.”
    Avon: “To be the company that best understands and satisfies the product, service and self-fulfillment needs of women – globally want to reach that stage?

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  25. MISSION STATEMENT:

    Honest Tea’s mission statement begins with a simple punch line connoting their tea is real, pure, and therefore not full of artificial chemicals. They’re speaking to an audience that’s tired of finding ingredients in their tea they can’t pronounce, who have been searching for a tea that’s exactly what it says it is.
    Not only does Honest Tea have a punny name, but they also center their mission around their clever company name. They even publish a Mission Report every year in an effort to be “transparent about our business practices and live up to our mission to seek to create and promote great-tasting, healthier, organic beverages.”

    Mission statement should be sure to cover what the goals of your business are for three primary components: customers, employees, and owners. Be clear and specific, and you’ll highlight the core of what makes your venture unique and worthwhile.

    VISION STATEMENT:

    1950: Become the dominant player in commercial aircraft and bring the world into the jet age.

    Current: People working together as one global enterprise for aerospace leadership

    People – A company, any company, is nothing more or less than the people who make it up.
    Working – This is about effort. Work. We all have a task to do. We are here to provide value to our shareholders, to Boeing people, and to communities where we work.
    Together – Every organization has forces that try to divide and reduce the impact of the total. Lockheed Martin does. Airbus does. And Boeing does. The more we can pull together, share knowledge, the stronger we will be.
    One – We have a shared destiny. We will succeed or fail together. There is one Boeing stock price. This is a powerful concept. It can make us more efficient and competitive. For example, having a leak in a boat and not helping each other bail out the water is not a successful strategy. Looking for common solutions to problems, sharing facilities, sharing services, are all part of being “One.”
    Global – If we are to compete effectively in next century, we will be a global company. Our team will reflect global backgrounds and global experience.
    Company – A company is a cohesive, inclusive institution. The dictionary uses words like “assemblage,” “fellowship.”
    Aerospace – We are an aerospace company. We are not going to build railcars or boats. We are going to build aerospace products: airplanes, launch vehicles, satellites.
    Leadership – We are not here to be also-rans. We are here to lead, to be the best, nothing less.

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  26. First of all I want to explain the meanings of vision and mission statement.

    A Mission statement talks about HOW you will get to where you want to be. Defines the purpose and primary objectives related to your customer needs and team values. It answers the question, “What do we do? What makes us different?” A mission statement talks about the present leading to its future.

    A Vision statement outlines WHERE you want to be. It communicates both the purpose and values of your business. It answers the question, “Where do we aim to be?” A vision statement talks about your future.

    Compare and contrast the contents of both the vision and mission statements.

    Both of these serve different purposes for a company but are often confused with each other. While a mission statement describes what a company wants to do now, a vision statement outlines what a company wants to be in the future.

    The Mission Statement concentrates on the present; it defines the customers, critical processes and it informs you about the desired level of performance.

    The Vision Statement focuses on the future; it is a source of inspiration and motivation. Often it describes not just the future of the organization but the future of the industry or society in which the organization hopes to effect change.
    Apple’s mission statement is very specific in indicating what the company does and will do. Details about certain product lines are included to show the firm’s current condition. The mission statement mentions Macs, OS X, iLife, iWork, and others. These details are important in recognizing and setting the baseline for future actions that Apple will implement. These future actions are also provided in detail. The mission statement includes details about what Apple intends to do in its various businesses. For example, the firm states that it is “defining the future of mobile media and computing devices.” This part of the mission statement shows that Apple plans to continue focusing its research and development on mobile devices and related media. Such mobile media may include online media via iTunes, which is accessible through mobile devices like iPad and iPhone. These points show that Apple’s mission statement is accurate in depicting the company’s situation and goals. However, the mission statement is quite narrow in representing possibilities for Apple, which is currently in the best position to explore a wider variety of options. It is also worth noting that this mission statement is a departure from Steve Jobs’ original mission for the company: “To make a contribution to the world by making tools for the mind that advance humankind.” Apple’s mission statement has shifted away from a general picture of the business, toward a specific reflection of what it wants to achieve in terms of goods and services.

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