MGT657

STRATEGIC
MANAGEMENT
Critique: Companys
Vision & Mission
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Nurul Sariy Zakiah Binti Mohd Yusof

2012523517
NBMMF8B
BM 240
Dr Norzanah Mat Nor

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.

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 shareowners while being mindful of our

overall responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

A vision statement and a mission statement are critical for guiding and
growing your firm. Learn how to develop these two small but mighty
tools and get your team on board.

by Dr. Steven Austin

Stovall
People who know what to do and why to do it deliver better performance;
companies with purposeful employees achieve better results. Based on the the
Coca-Cola Companys vision and mission, they listed three missions and 6 vision
that embodies the company goal and how they are going to achieve it. Vision and
mission will be the driving force of the company, as well as a promise and
commitment to both your employees and the community at large.
In my opinion, I believe that Coca-Cola Company have the vision and mission
statement switched based on the reason that vision is very broad and general, short
and usually only one sentence. Meanwhile mission statement is a statement of the
business principles that describe the future direction of the company. They should
have understand that the three mission they have currently are more relevent to be
used as vision as the statement are general.
Their vision should be named as mission. Statement no 1 are suggesting standard
for individual ethical behaviour in the company which guides the sense of
responsibilities which fits the description of mission statement. They have been
successful in sharing

future direction of the company into their vision mission

statement. It is effective because its distinctive and meaningful, simple but not
simplistic, and manage to make emotional connections to consumer.
Coca-Cola Company has been able to communicate their mission to inspire
moments of optimism and happiness consistently and effectively. Maintaining their
social media presence, advertising and sponsorship, promoting sustainability and
incorporating innovation and new technology to their design was successful remedy

that proves that Coca-Cola Company continues to inspire and bring happiness to the
community.

Although Coca-Cola was successful in bringing to the world a portfolio of quality

beverage brands that anticipate and satisfy people's desires and needs, I believe
that the company could not truly satisfy each and everyone. They have been known
to be involved in controversial environmental issues, animal testing, monopolization
and even health related issue.
Worldwide obesity has nearly doubled since 1980 which has been related to
unhealthy eating habits as well as high sugar intake especially in carbonated drinks.
Coca-Cola company as the largest beverage company and most recognisable brand,
their involvement in recent controversy of funding a non-profit organisation to argue
that a bad diet is not the cause of obesity, has actually made both consumer and
community enraged. The resources that their company owned should be used
efficiently and innovatively towards creating healthier product for consumer, not
just only to maximise profits for the shareholders. Coca-Cola company should also
take the initiatives to educate community for healthy food and drink intakes.
In a nutshell, my opinion is that Coca-Cola Company was confused with their visions
and missions and had them switched. Their visions should be used as mission
statement and vice versa. However, their vision and mission statement are effective
because they stick to the core calue they want to instill into their employee and to
convey the inspiration they want to become in the future. They had become worlds
largest beverage company and having a strong vision and mission statement is
making them focused in what the company want to become in the future.