Analysis of Vision and Mission Statements of Companies. 10 Companies That Are Aligned and not Aligned With Their Vision and Mission Statements

1. SUBJECT:
Strategic Marketing Management (SMM)
ASSIGNMENT ON:
Analysis of Vision and Mission Statements of Companies
SUBMITTED TO:
Sir Adnan Pitafi
SUBMITTED BY:
Varda Shaikh___18S-MBA-BS19

2. 5 Companies That Are Aligned With
Their Vision and Mission Statements
A well-crafted vision and mission statement can help align the company’s efforts and focus its
strengths on goal achievement. After all, WORDS HAVE POWER. Here are some examples.
1. The Walt Disney company
 Vision is to be one of the world’s leading producers and providers of entertainment
and information.
 Analysis Walt Disney is fulfilling their vision, they want to be world’s leading
producer as they are producing number of Hollywood movies. Also they want to be a
top player in the global entertainment industry with amusement parks.
 Mission is using our portfolio of brands to differentiate our content, services and
consumer products; we seek to develop the most creative, innovative and profitable
entertainment experiences and related products in the world.
 Analysis they are fulfilling their mission also, the first half is indicating the vision;
the content and services they are offering through their movies to their customers,
also the consumer products; indicating the specialized Disney products in their
amusement parks. The second half is also indicating the vision; they are seeking to be
most creative and innovative in the entertainment industry with their products and
services and yes they want to remain profitable.
2. Starbucks
 Vision is to establish Starbucks as the premier purveyor of the finest coffee in the
world while maintaining our uncompromising principles while we grow.
 Analysis no doubt, it became a leading brand of best coffees in the world as they
wanted to be but without compromising on their core principles as they were the heart
of the company.
 Mission is to inspire and nurture the human spirit – one person, one cup and one
neighborhood at a time.
 Analysis it aimed to inspire and nurture the human spirit, it’s not only for customers
but to the employees also. Each and every stakeholder is important to them. They
want to maintain a strong relationship between its employees and customers with the
one cup and they aimed to grow continually, expand their business gradually in the
different regions/neighborhood.

3. 3. Amazon
 Vision is to be Earth’s most customer-centric company, where customers can find and
discover anything they might want to buy online.
 Analysis undoubtedly it is becoming world’s most customer-centric company; it is
one of the most valid online shopping websites where anyone can find anything.
 Mission is we strive to offer our customers the lowest possible prices, the best
available selection, and the utmost convenience.
 Analysis as it is customer-centric, so they are offering their services and products
with the best discounts on the range of products and it can deliver anywhere in the
world with the convenience.
4. Microsoft Corporation
 Vision is to help individuals and businesses realize their full potential.
 Analysis instead of selling software products to individual customers only, the
company also sells its products to organizations. And with this technology they can
achieve their potential.
 Mission is to empower every person and every organization on the planet to achieve
more.
 Analysis with the latest technology the companies and everyone can attain their goal.
5. Google
 Vision is to provide access to the world’s information in one click.
 Analysis yes it is became the most searched engine in the world.
 Mission is to organize the world’s information and make it universally accessible and
useful.
 Analysis with the one click we can get any information at any time, it is accessible
and useful as well.

4. 5 Companies That Are Not Aligned With
Their Vision and Mission Statements
1. Dell
 Vision it’s the way we do business. It's the way we interact with the community. It's
the way we interpret the world around us-- our customers’ needs, the future of
technology, and the global business climate. Whatever changes the future may bring
our vision.
 Analysis the statement is too vague, it shouldn’t use the words like ‘whatever’, it
should specify. Also the statement is too long, the vision should be unambiguous and
short.
 Mission is to be the most successful computer company in the world at delivering the
best customer experience in markets we serve.
 Analysis the statement is poorly constructed, it’s like the marketer let it all spill out in
incomprehensible way. Also the word ‘computer company’ isn’t suitable; instead of it
they should use the words like ‘technology advancements’ that would make the
statement more appealing.
2. Sony
 Vision using our unlimited passion for technology, content and services to deliver
groundbreaking new excitement and entertainment, as only Sony can.
 Analysis in my opinion, a renowned company like Sony shouldn’t use the phrases
like ‘as only Sony can’. You can’t claim in your vision, its sounds childish.
 Mission is committed to developing a wide range of innovative products and
multimedia services that challenge the way consumer’s access and enjoy digital
entertainment. By ensuring synergy between businesses within the organization, Sony
is constantly striving to create exciting new worlds of entertainment that can be
experienced on a variety of different products.
 Analysis the first half of the statement is actually good. It’s clear and understandable.
But the second half is just a mess, the word ‘exciting new worlds’ is indicating that
they are talking about amusement parks. Really? They need to rephrase it.
3. Enron, energy company
 Vision we treat others as we would like to be treated ourselves. We do not tolerate
abusive or disrespectful treatment. Ruthlessness, callousness, and arrogance don't
belong here.
 Analysis again too long statement. They shouldn’t use harsh words.
 Mission Respect, Integrity, Communication and Excellence.

5.  Analysis the mission statement shouldn’t just be a collection of nice sounding words.
It should help guide your principles, and form how the outside world views your
company.
4. Hershey
 Vision spreading goodness in all the right directions.
 Analysis simple, meaningful and short. I didn’t find any mistake here.
 Mission Undisputed Marketplace Leadership.
 Analysis that’s it, only 3 words Undisputed. Market. Leadership. And the mission
ends here? It’s clear, but it’s vague. They need to explain it more.
5. Albertsons
 Vision is we earn the loyalty of the people we serve through the talents and passion of
employees.
 Analysis it’s fine, I didn’t find any mistake here.
 Mission is to create a shopping experience that pleases our customers; a workplace
that creates opportunities and a great working environment for our associates; and a
business that achieves financial success.
 Analysis as Albertsons is a chain of grocery stores but in mission it doesn’t mention
what it actually does. Here’s a flaw.