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Vision and Mission Statements Analysis and Company Overview
Colangelo College of Business, Grand Canyon University
MGT-660: Strategic Management
Dr. Mary MacDonald
February 11, 2024
2
Criteria for Improved Vision and Mission Statements
Amazon’s vision statement states it “strives to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work” (Amazon.com, Inc., 2024). This provides a comprehensive answer to the question of who the company wants to become, but
the vision statement could be improved further by adhering more to the core characteristics of a vision statement: to be clear, futuristic, concise, unique, and inspiring (David et al., 2020). A good vision statement should reveal the intended identity of the company for the future, showcase its desired accomplishments for the next five years, and show the company’s competitive advantage while keeping motivational and concise (David et al., 2020). This can perhaps be achieved by being even more concise and emphasizing the dual goals of focusing on the customers and caring for employees, yielding a vision statement that would sound something like this:
Amazon strives to be the customer’s best source for goods and services and the world’s best place to work.
While vision statements show what the company wants to become, they should provide a foundation for developing the mission statement, which shows what the company is currently (David, 2020). The mission statement declares the company’s reason for being and states its purpose, philosophy, beliefs, and principles (David et al., 2020). Furthermore, mission statements may impact organizational performance (David, 2020). Amazon’s mission statement states it is “guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking” (Amazon.com, Inc., 2024). While this mission statement is appropriately broad in scope to allow for a range of strategic management options, it may be too broadly stated to successfully preclude
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Related Questions
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Prob 3: Slattkey Sweets proposes to re-launch one of its mature brands, the Zubirot Bar. The brand
manager has identified the tasks involved and produced the following information about them:
I
Activity
H
A
B
C
D
E
F
Description
Redesign the bar
Redesign the packaging
Build pilot production
line
Trial production run
Consumer panel tests
Main pilot production
Design promotional
material
Test market redesigned
product
Produce report for the
Board
Predecessor
Activity
A, B
C
D
E
E
F, G
H
Optimistic
estimate of
time
(weeks)
5
3
10
1
4
2
8
2
Most likely
estimate of
time
(weeks)
8
4
13
1
1
6
4
10
2
Pessimistic
estimate of
time
(weeks)
10
5
a.
Construct the PERT/CPM network for this problem.
b. What is the expected project completion time? What is the critical path?
c. Determine the mean and the standard deviation for the product re-launch.
d. Ascertain the probability that the project will be finished in 40 weeks.
16
2
1
9
5
15
3
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Activity
Duration
Preceding Activity
Start
A
5
4
C
6
A
E
5
B
F
6.
С, D
End
Е, F
2.
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4
Week 4 -
Managing marketing
information
●
Assessing market
information needs
●
Developing marketing
information
Marketing research
Analyzing marketing
information
The marketplace (Team A)
Café De Carol is a very popular fast-food
chain in Hong Kong.
a. Use the BCG Growth-Share Matrix to
evaluate the market attractiveness of fast-
food industry in Hong Kong.
b. Discuss the strengths, weakness,
opportunities, and threats of Café De
Carol in terms of SWOT analysis in the
fast-food industry in Hong Kong.
c. Comments on the current Marketing
Mix (4P) of Café De Carol and provide
recommendations when needed.
(CIL
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Required elements to include in the Mission and Vision
Paper:
Part I
Select one of the following pairs of companies:
1 Whole Foods and Trader Joe’s
2 Southwest Airlines and Jet Blue Air
3 UPS and FedEx
4 Patagonia Outdoor Clothing and Columbia Sportswear
5 Bank of America and Wells Fargo
6 Google and Yahoo
7 Hilton Hotels and Marriott Hotels
1) Using the companies’ investor Web sites, annual report,
or other reliable web source (not a Wiki file); find the mission statement of
each of the two companies
2) Prepare a well-reasoned analysis of the similarities and
differences of the two organizations based on the mission statement
3) Discuss the quality of each mission statement based on
concepts from the textbook
4) Assess whether the mission statement clearly defines the
organization and drives strategic decisions?
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c. Vertical integration
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2. How responsible is the government in bringing about a robust economy? What is the extent of his responsibility?
3. Why is infrastructure important to the economy of a nation?
4. How should government regulate monopolistic and oligopolistic business entities?
5. How can the government stimulate an otherwise stagnating economy? Give examples.
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2. The Filipino’s spirit of hospitality is expressed through the celebration of town fiestas. Is this a good Filipino trait?
3. When is bayanihan a good Filipino characteristics?
4. Is emphasis on close family ties always a positive trait?
5. Why is mañana habit a bad Filipino practice?
6. When does kanya-kanya become detrimental to our growth as a nation?
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