Vision
Mission and
Core values
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“If you can
film an idea in
your mind,
follow that
film idea shot
for shot, scene
for scene, that
idea is worth
making.
- Craig Mapp
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The two most important days in your life,
the day you were born,
and the day you figure out why.
The main question
● Where do we want to go?
VMOSA
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VIDEO (1): VISION & MISSION
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Corporate strategy
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VISION
ORGANIZATION’S DREAM OR
HOPE
Vision
“What do we want to become?”
Vision & Mission Ch 2 -11
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2 Vision and mission
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Vision
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s Agreement on the basic vision for which
i the firm strives to achieve in the long
o run is critically important to the firm’s
n success.
Mission
From dawn to dusk, our objective
of "Good Food, Good Life" is to
provide customers with the greatest
quality, most nutritional options
across a wide range of food and
beverage categories and eating
circumstances.
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 Core Values
Respect for Others
Respecting others is about meeting our promises. It’s
about quality in our products, our brands and
Respect for ourselves everything we do
Respect starts with self-respect. Respect for Diversity
Being true to ourselves, while Respect for other ways of thinking,
acting with integrity, fairness and other cultures and all aspects of
authenticity society requires inclusiveness and
openness in all our interactions
Respect for Future Respect for Environment
Respect for the future of our Demonstrated in Climate Actions, Water Stewardship,
planet and future generations Sustainable Packaging, Waste Reduction and Circular
compels us to act with Economy, Sustainable Agriculture, Biodiversity
responsibility and courage, even Conservation & Environmental Management Systems
if it’s difficult.
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Emirates Airlines vision statement
«To be the leader in aviation innovation, environment
protection as well as the best airline in the world with a
global network of coverage thanks to its strict compliance
with flight safety, responsibility, reliability, product and
service quality and competitiveness while making travel
without borders to change the lives for the better».
Vision Mission
Inspire the world with our innovative To devote its talent and technology to
technologies, products and design that enrich creating superior products and services that
people’s lives and contribute to social prosperity contribute to a better global society
by creating a new future.”
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IKEA’s vision
“to create a better everyday life for the many people”
Vision Definition
A vision serves as the framework for the organization
roadmap and guides every aspect of the business by
describing what the organization needs to accomplish
in order to continue achieving sustainable, quality
growth.
Vision & Mission Ch 2 -19
Vision Statement Examples
A national organization which represents its
members in all aspects of poultry and eggs on both
a national and international level.
-- U.S. Poultry & Egg Association
Vision & Mission 20
Vision Statement Examples
The Vision of USGS is to be a world leader in the
natural sciences through our scientific excellence
and responsiveness to society’s needs.
US Geological Survey
-- U.S. Geological Survey (USGS)
Vision & Mission Ch 221
Adelphi University Vision
● Adelphi University will be the leading private university in
the region for undergraduates, graduate students, and
faculty who value excellence in teaching, learning,
research, scholarship, creative activity, and service to
one's community. The University will be known for the
competence of its graduates, its strong programs and
interdisciplinary orientation, its welcoming of the
community onto the campus, and its impact on the
broader society through educational, economic,
intellectual and cultural initiatives.
Vision & Mission Ch 2 -22
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3 Emirates Airlines mission statement
How Emirates will get to the place in the global aviation it wants to be?
To grow as the most envied service worldwide
● To deliver the highest standards of product quality
● Improve the comfort for clients’ pleasure
● To remain a continued growth trends over industry
● Invest in new technologies to satisfy customers
● Zero major accidents/crashes
● Remain the strategy of open sky discovering new frontiers for the
customers
● Eco-efficiency, bio-fuel usage including all the up-to-date
techniques for saving fuel and emissions
● To invest even more in employees providing customers with
competitive staff.
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Emirates Airlines core values
1. CUSTOMER SATISFACTION: Anticipating the exact needs of
customers, thoroughly evaluating and meeting them and operating as a
customer focused company at all times is a part of Emirates goals and
Company culture.
2.LEADERSHIP: Emirates leadership and management process play an
important role for the continuing success of Emirates Airlines. The leaders of
Emirates are democratic and the leadership composes the ability and skills
to motivate and influence the activities and the thoughts of people or
subordinates. Their leaders make a social influence which encourages staff
to achieve common goal.
3.EMOTIONAL ATTACHMENT : Emirates considers the emotional ties
and bonds as the key factors of being the #1 consumers’ choice. Company
delivers its character and emotions through air hostesses and investments in
video and advertising campaigns and uses it as the mediator between
company and customer. Every feature of the brand is called to admire
customers.
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Emirates Airlines core values
1. RELIABILITY: On-time performance, minimum of lost luggage, on-time bags
deliver, the newest airline fleets in the world the core, absence of
accidents/crashes core features in providing the most safe flights to customers
with 100% guarantee of reliability.
2. COMMUNITY ENGAGEMENT: is a pivotal factor in increase of Emirates brand
awareness between customers. Social Media Presence, Sponsorships, Charity
and Donations campaigns, Partnerships, Celebrity Endorsement are the main
tools of Emirates in this process. Brand must be engaged with customers at every
beloved places creating long-term relationships.
3. RESPONSIBILITY: places great value on corporate citizenship and social
responsibility, believes its’ business ethics to be integral to its’ continued success.
Takes a responsibility of environmental pollution and invest in protection of the
last.
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Mission and Vision
Automoti TOYOTA HONDA BMW (Bayerische Motoren KIA TESLA
ve Werke AG)
Industry
• To lead the way to • “To seek • “To be the most successful • “To blend cultures to • To Create the most compelling car
the future of mobility, solution for premium manufacturer in the become the best and company of the 21st century by
Vision enriching lives around harmonious industry.” most innovative driving the world’s transition to electric
the world with the environment, automotive company in vehicles
safest and most shift the social The vision statement shows the world by ensuring
responsible ways of paradigm”. that BMW is: customer first and mutual
moving people. prosperity of people.”
o The most successful
• To exceed o Premium manufacturer • They believe they can
expectations and be achieve their vision by
rewarded with a smile creating the best in
through our everything they do every
commitment to day.
quality, constant
innovation and
respect for the planet.
Mission and Vision
Automoti TOYOTA HONDA BMW (Bayerische Motoren KIA TESLA
ve Werke AG)
Industry
"To attract and attain “ To seek technology “To become the world’s leading “To produce the best “To accelerate the advent of sustainable
Missio customers with low that helps realize true provider of premium products and vehicles exhibiting superior transport by bringing compelling mass-
n cost, high-valued peace and happiness premium services for individual technology, quality, and market electric cars to market as soon as
products and the most on earth”. mobility.” value through a spirit of possible.”
satisfying ownership continuous improvement,
experience and to creativity, teamwork and The mission statement has the
create vehicles that are value-based relationships.” following components:
popular with
consumers.” - Accelerating global transition
- Improving communities
"Rewarded with a - Exceeding expectations
smile by exceeding
your expectations".
Tesla vision statement
“To create the most compelling car company of the 21st century by driving the world’s
transition to electric vehicles.”
Tesla
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Apples mission
● “to bring the best personal computing products and support to students, educators,
designers, scientists, engineers, businesspersons and consumers in over 140
countries around the world.”
● This mission statement considers the changing business landscape that influences
the possibilities of what Apple Inc. can do. For instance, the company recognizes
trends and changes in the consumer electronics market and the industry
environment. Apple’s press releases and official statements point to this corporate
mission as a way of addressing current concerns in the global market.
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Vision Statement of Google
● “To provide access to the world’s information in one click.”
● This vision statement is a reflection of what the company is best known for – giving
its customer easy and speedy access to information without a struggle. In fact, the
predictive elements integrated within the search engine illuminate the meaning of
one click as users get exactly what they are searching for courtesy of this
innovativeness by Google.
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Tesla mission statement (2020)
“To accelerate the world’s transition to sustainable energy.
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MISSION
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Mission Statement
“What is our business?”
The reason for being
Vision & Mission Ch 2 -35
Mission Statements
Also referred to as:
•Creed statement
•Statement of purpose
•Statement of philosophy
•Statement of business principles
Vision & Mission Ch 2 -36
Pepsico Mission 2013
● Our mission is to be the world's
premier consumer products company
focused on convenient foods and
beverages. We seek to produce
financial rewards to investors as we
provide opportunities for growth and
enrichment to our employees, our
business partners and the
communities in which we operate. And
in everything we do, we strive for
honesty, fairness and integrity.
Vision & Mission Ch 2 -37
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i operations are aligned around a global strategy called the Plan to Win, which center
s on an exceptional customer experience – People, Products, Place, Price and
s Promotion. We are committed to continuously improving our operations and
i enhancing our customers' experience.”
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CIA Vision
● We will provide knowledge and
take action to ensure the
national security of the United
States and the presevention of
American life and ideals.
Vision & Mission Ch 2 -39
CIA Mission
● We are the eyes and ears of the nation and at times its hidden hand. We accomplish
this mission by:
○ Collecting intelligence that matters.
○ Providing relevant, timely, and objective all-source analysis.
○ Conducting covert action at the direction of the president to preempt threats or
achieve United states policy objectives.
Vision & Mission 40
CIA Values
● In pursuit of our country’s interests, we put Nation Before Agency, Agency before
unit, and all before self. What we do matters.
○ Our success depends on our ability to act with total discretion and an ability to
protect sources and methods.
○ We provide objective, unbiased information and analysis.
○ Our mission requires complete personal integrity and personal courage,
physical and intellectual.
○ We accomplish things other than cannot, often at great risk. When the stakes
are highest and dangers greatest, we are there and there first.
○ We stand by one another and behind one another. Service, sacrifice, flexibility,
teamwork, and quiet patriotism (loyalty) are our hallmarks.
Vision & Mission 41
Vision & Mission Ch 2 -42
Talaat Moustafa Group
Mission Vision
● Building and operating the most ● Aiming for TMG to become the
exclusive, self-sustained, modern customers number one choice in the
communities and tourism real-estate and tourism
destinations in Egypt and abroad, development industries both in
allowing us to meet and surpass Egypt and abroad, as we present our
customer’s aspirations for a customers with enhanced living,
distinctive lifestyle in housing, provide our shareholders with rapid
tourism, shopping and increase in the value of their
entertainment. investments, not only that, we also
provide TMG employees with
tremendous opportunities of
distinction and success, allowing
them to contribute to the
development and prosperity of our
communities.
Vision & Mission Ch 2 -43
Mountain View
● Mountain View is committed to ● Corporate Values
spreading happiness by providing a ● A beacon of good-doing
comprehensive real estate service ● Spreading happiness to those who
that meets world-class standards surround us
and ensures clients’ satisfaction ● The successful development of our
thanks to a pool of talented, local projects
and international experts. Fully-
dedicated to the highest of quality,
we aim to be the leading regional
real-estate provider, building happy
communities in all the countries we
enter.
Vision & Mission Ch 2 -44
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i Elements of a good mission
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ELEMENTS OF A GOOD MISSION
Customers
Self
concept Markets
Public
Image Products
Good
Mission
Philosophy
People
Profit.
Survival, Technology
Growth
Vision & Mission 47
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i Elements of a Good mission
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o1 Customers Who are the firm’s Adelphi University will be the leading private
n customers? university in the region for undergraduates,
graduate students, and faculty who value
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excellence in teaching, learning, research,
M scholarship, creative activity, and service to one's
i community.
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2 Markets Geographically, where Procter & Gamble will provide branded products and
s does the firm compete? services of superior quality and value that improve
i the lives of the world’s consumers
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n3 Products What are the firm’s Ben & Jerry’s mission is to make, distribute and sell
major products or the finest quality all-natural ice cream and related
services? products in a wide variety of innovative flavors made
from Vermont dairy products.
4 People Are employees a “We are reasonable to our employees, the men and
valuable asset of the women who work with us throughout the world.
firm? Everyone must be considered as an individual.
5 Technology Is the firm The Mitsubishi Electric Group will continually
technologically current? improve its technologies and services by applying
creativity to all aspects of its business.
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Element Meaning Example
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o6 Profit, Is the firm committed to growth To operate the Company on a sound
n Survival, and and financial soundness? financial basis of profitable growth,
& Growth increasing value for our shareholders,
M and creating career opportunities and
i financial rewards for our employees.
s7 Philosophy What are the basic beliefs, We will operate at the highest levels of
s values, aspirations, and ethical ethics and compliance with a focus on
i priorities of the firm? exemplary corporate governance
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n8 Public Image Is the firm responsive to social, To operate the Company in a way that
community, and environmental actively recognizes the central role that
concerns? business plays in the structure of society
by initiating innovative ways to improve
the quality of life of a broad
community—local, national and
international.
9 Self-Concept What is the firm’s distinctive Fleetwood Enterprises will lead the
competence or major competitive recreational vehicle and manufactured
advantage? housing industries
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Fleetwood Enterprises
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M and manufactured housing industries in providing
i quality products, with a passion for customer-driven
s innovation. We will emphasize training, embrace
s diversity and provide growth opportunities for our
i associates and our dealers. We will lead our industries
o in the application of appropriate technologies. We will
n operate at the highest levels of ethics and compliance
with a focus on exemplary corporate governance. We
will deliver value to our shareholders, positive
operating results and industry-leading earnings.
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o Dell’s Mission
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i computer company in the world at delivering the
s best customer experience in markets we serve.
s In doing so, Dell will meet customer expectations
i of highest quality; leading technology;
o competitive pricing; individual and company
n accountability; best-in-class service and support;
flexible customization capability; superior
corporate citizenship; financial stability.
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i Procter & Gamble
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n ● Procter & Gamble will provide
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M branded products and services of
i superior quality and value that
s improve the lives of the world’s
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i consumers. As a result,
o consumers will reward us with
n industry leadership in sales,
profit, and value creation,
allowing our people, our
shareholders, and the
communities in which we live and
work to prosper.
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i ● At L’Oreal, we believe that lasting
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i standards which guide growth and on
o a genuine sense of responsibility to
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our employees, our consumers, our
environment and to the communities
in which we operate.
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i PepsiCo Mission
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i our shareholders’ investment. We do this
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i investment resources. We believe our
o commercial success depends upon offering
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quality and value to our consumers and
customers; providing products that are safe,
wholesome, economically efficient and
environmentally sound; and providing a fair
return to our investors while adhering to the
highest standards of integrity.
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s Ben & Jerry’s Mission
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n Ben & Jerry’s mission is to make, distribute and sell
& the finest quality all-natural ice cream and related
M products in a wide variety of innovative flavors made
i from Vermont dairy products. To operate the
s Company on a sound financial basis of profitable
s growth, increasing value for our shareholders, and
i creating career opportunities and financial rewards for
o our employees. To operate the Company in a way that
n actively recognizes the central role that business plays
in the structure of society by initiating innovative ways
to improve the quality of life of a broad community—
local, national and international.
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Corporate values
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i Coca cola
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n ● People: Be a great place to work where people are inspired to
& be the best they can be.
M ● Portfolio: Bring to the world a portfolio of quality beverage
i brands that anticipate and satisfy people's desires and needs.
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● Partners: Nurture a winning network of customers and
i suppliers, together we create mutual, enduring value.
o ● Planet: Be a responsible citizen that makes a difference by
n helping build and support sustainable communities.
● Profit: Maximize long-term return to shareowners while being
mindful of our overall responsibilities.
● Productivity: Be a highly effective, lean and fast-moving
organization.
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i Johnson & Johnson Credo
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s ● "We believe our first responsibility is to
s the doctors, nurses and patients, to
i mothers and fathers and all others who
o use our products and services.”
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i Johnson & Johnson Credo
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M ● “We are reasonable to our employees, the men and
i women who work with us throughout the world.
s Everyone must be considered as an individual.
s ● We must respect their dignity and recognize their
i merit. They must have a sense of security in their jobs.
o ● Compensation must be fair and adequate, and
n working conditions clean, orderly and safe. We must
be mindful of ways to help our employees fulfill their
family responsibilities.
● Employees must feel free to make suggestions and
complaints. There must be equal opportunity for
employment, development and advancement for those
qualified. We must provide competent management,
and their actions must be just and ethical.”
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i Johnson & Johnson Credo
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i ● We are responsible to the communities in which we
s live and work and to the world community as well.
s ● We must be good citizens - support good works
i and charities and bear our fair share of taxes.
o ● We must encourage civic improvements and better
n health and education.
● We must maintain in good order the property we
are privileged to use, protecting the environment
and natural resources.
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i Corporate values
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M ● 1Give Sustain1ably. Give Responsibly.
i 2. Giving Partnerships
s 3. Identify Communities That Need Shoes
s 4. Give Shoes That Fit
i 5. Help Our Shoes Have a Bigger Impact
o 6. Give Children Shoes As They Grow
n 7. Welcome Feedback and Help Us Improve.
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i The Mitsubishi Electric Group
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& ● The Mitsubishi Electric Group will
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i continually improve its technologies
s and services by applying creativity
s to all aspects of its business. By
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o doing so, we enhance the quality of
n life in our society.
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i The Mitsubishi Electric Group
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o To this end, all members of the Group will pursue the following Seven Guiding
n Principles.
& 1. Trust: Establish relationships with society, customers, shareholders,
M employees, and business partners based on strong mutual trust and respect.
i 2. Quality: Provide the best products and services with unsurpassed quality.
s 3. Technology: Pioneer new markets by promoting research and development,
s and fostering technological innovation.
i 4. Citizenship: As a global player, contribute to the development of communities
o and society as a whole.
n 5. Ethics and Compliance: In all endeavors, conduct ourselves in compliance
with applicable laws and high ethical standards.
6. Environment: Respect nature, and strive to protect and improve the global
environment.
7. Growth: Assure fair earnings to build a foundation for future growth.
