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The students are expected to learn about the characteristics and components of a good mission
After going through this activity, the students would be able to know that how to develop a mission
and vision statement for an international firm.
It is generally understood that clear mission and vision statement is needed before alternative
strategies can be formulated and implemented. Organization involves many managers in the process
of developing these two statements. Managers are supposed to read the maximum articles on these
statements that enable them to know the background information of developing a vision and mission
statement. Then every manager is supposed to develop a vision and mission statement for the
organization that further merge these statements into a single document after modifications,
addition and deletion by a designated committee of top managers. This is how all the managers
provide their inputs into the support of final documents and suggest the appropriate strategies.
A good mission statement must have to identify the utility of a firm’s products to its customers. This
is why most of the academicians, strategists and practitioners of strategic management feel that an
effective mission statement should include nine components. As the mission statement is the most
visible and public part of a strategic management process, so it is important that it includes nine
characteristics as summarized in Table 1‐1, as well as the following nine components:
Customers—Who are the firm’s customers?
Products or services—What are the firm’s major products or services?
Markets—Geographically, where does the firm compete?
Technology—Is the firm technologically current?
Concern for survival, growth, and profitability—Is the firm committed to growth and financial
Philosophy—What are the basic beliefs, values, aspirations, and ethical priorities of the firm?
Self‐concept—What is the firm’s distinctive competence or major competitive advantage?
Concern for public image—Is the firm responsive to social, community, and environmental concerns?
Concern for employees—Are employees a valuable asset of the firm?
Table 1‐1 Characteristics of a Mission Statement
Broad in scope; do not include monetary amounts, numbers, percentages, ratios, or objectives
Less than 250 words in length
Identify the utility of a firm’s products
Reveal that the firm is socially responsible
Reveal that the firm is environmentally responsible
Include nine components: customers, products or services, markets, technology, concern for
survival/growth/profits, philosophy, self-concept, concern for public image, concern for employees
YES Foods (Pvt) Limited has formally started its operation in fast foods products at local level in 2015.
It is a Chinese based company having its main head office at Beijing (formerly romanized as Peking), a
capital of the People's Republic of China and also known as the world's second most populous city.
Currently, it has its branches in Beijing, Tibet, Xinjiang, Shanxi and Henan.
It offers variety of fast foods products to its local and international customers at its own local
branches with free home delivery. It’s mainly focus on the taste of its best customers and serves the
best that actually demanded. This is why its brand is getting more attention in other regions and
becoming famous day by day. The more valuable part of it, that they are committed to serve every
kind of their customers irrespective of their age, religion, race, nationality and background. It also
offer its services 24/7 with affordable prices including extra gifts, coupons and lucky draws and even
free air tickets to the families in specified countries.
Mr. karl Albrecht, the CEO of the company recently feels that now the company should extend its
branches in other developing countries like Pakistan, Bangladesh and India. While introducing the
same brand at international level, the CEO feels that they are lacking with formal mission and vision
statement of the company. Therefore, he calls a meeting with all of his managers to develop a
mission and vision statement of YES Foods (Pvt) limited that address not only to Pakistani community
but also the other parts of the world.
Being a manager of YES Foods (Pvt) Limited, you are required to suggest:
a. A mission statement (less than 250 words) to YES Foods (Pvt) Limited. (Make sure
that the suggested mission statement must have at least five (5) of the nine (9)
components). (7 MARKS)
b. A one line vision statement to YES Foods (Pvt) Limited. (3 MARKS)
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