Laying down a base for strategic planning

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1. Mission statement lays down a base for strategic planning. A well defined mission statement would serve as a message sent by a business to its internal and external environments in which its business philosophy, values, approaches and differences from other business are mentioned. An effective mission statement must also cover values of all stakeholders. A good business statement will serve as a guideline for its employees and will provide directions to the management to earn success.

2. Aim. To Analyze and compare the values, beliefs, and guidelines embedded in the mission statements of the three chosen organizations and discuss the extent to which they address the needs of their key stakeholders, while critically examining the mission statements for indications of the organizations' future direction.

3. Scope. The assignment is dealt in following sequence:-

a. Mission Statement.

b. Mission Statements of three chosen organizations and Analysis of each Mission Statement.

c. Comparison of mission statements.

d. Customers Satisfaction..

e. Future directions.

Organizational Philosophy [1] 

Vision. A Vision statement concentrates on the future and highlights what the organization wants to be, or how it intends the world in which it operates to be. It defines the goals that are to be attained in the future and serves as a source of inspiration. The vision statement provides clear decision-making criteria.

Mission Statement. It is a broad statement of the basic, unique purpose and scope of operations that distinguishes the organization from others of the same type. It explains the primary purpose of the organization by defining the customer and the critical processes. It informs about the desired level of performance.

Purpose.

a. The mission statement serves as a bench mark for the managers, against which the success can be evaluated.

b. It serves as a common purpose for the employees; it nurtures organizational loyalty and helps in fostering a sense of community among the members.

c. The mission statement provides a unique insight into an organization's values and future directions to the external groups. .

7. Values. Values are the beliefs that are shared amongst the stake holders of an organization. They drive an organization's culture and priorities.

Mission Statements of Different Organizations

8. Sui Northern Gas Pipelines Limited (SNGPL) [2] 

a. Vision. To be the leading integrated natural gas provider in the region seeking to improve the quality of life of our customers and achieve maximum benefit for our stakeholders by providing an uninterrupted and environment friendly energy resource.

b. Mission. A commitment to deliver natural gas to all doorsteps in our chosen areas through continuous expansion of our network, by optimally employing technological, human and organizational resources, best practices and high ethical standards.

c. Core Values. Commitment, Courtesy, Competence, Responsibility and Integrity.

9. Analysis of the Mission Statement.

a. Goals in Mission Statement

Identification of Organization. The mission statement specifies the industry in which the company is working.  

Belief to be the Best. The statement does not show an aspiration to lead. However, the company has the vision to be the best.

Competitive Spirit. The statement does not give directions to meet the challenges and competitions.

Customer's Satisfaction. The statement is embedded with values that suggest taking measures to achieve customers' satisfaction.  

Sets Goals for Managers. Goals have been set for the managers. 

Employees Involvement. The statement suggests utilization of optimum resources to achieve its goals.  

Technology. It suggests use of technological resources to meet customers' satisfaction.  

Belief in the Importance of Executing Strategies. The mission statement highlights the strategy that shall be executed by the company in delivering the natural gas.  

Belief in Individualization. The statement does not suggest anything that makes it remarkably distinguishable.  

Belief in Superior Quality and Service. The statement highlights the belief to provide superior quality services at the door steps of its customers.  

Belief in Innovations, and Sustainability. The statement suggests sustainability by employing technological and organizational resources.

Belief in Informality to Enhance Communication. None  

Belief in Economic Growth and Profits. The company has a design to expand its network, thus showing a belief in economic growth and profits.

b. Vision. It shows the aspiration of the company to be the leading natural gas provider in the region by deliberating on customers' satisfaction. The section also highlights SNGPL goals to be environmentally responsible.

c. Values. The "values," gives the reader an idea of the qualities that SNGPL expects of its employees, indicating that the company's expectations from its employees, and probably its business partners, are high.

10. National Bank Of Abu Dhabi [3] 

a. Vision. To be the number One Arab Bank.

b. Mission. To provide our customers with the best services.

c. Values

Value our stakeholders

Accessible to our customers 24 / 7

Loyal to our heritage but global in our outlook

Understand our customers needs

Empower our people

Strive constantly for organizational excellence

Analysis of the Mission Statement.

Goals in Mission Statement. . The mission statement of National Bank Of Abu Dhabi is very brief and is based on only one goal for the organization that is oriented towards providing best services to its customers, however it does not spell out the type of services that would lead to customers satisfaction.

Identification of Organization. The mission statement does not specify the industry in which the organization is working.  

Belief to be the Best. The statement does not show an aspiration to lead. However, the company has the vision to be number one Arab bank.

Competitive Spirit. The statement does not give directions to meet the challenges and competitions.

Customer's Satisfaction. The statement is embedded with values that suggest taking measures to achieve customers' satisfaction.  

Sets Goals for Managers. Other than customers satisfaction, no goal has been set for the managers.

Employees Involvement. The statement does not suggest utilization of organizational resources to achieve its goals.  

Technology. It does not include use of technology.  

Belief in the Importance of Executing Strategies. The mission statement does not highlight the strategy to be number one Arab bank or to achieve customers' satisfaction.  

Belief in Individualization. The statement does not suggest anything that makes it remarkably distinguishable.  

Belief in Superior Quality and Service. The statement highlights the belief to provide superior quality and services at the door steps of its customers.  

Belief in Innovations, and Sustainability. The statement is void of beliefs in innovations and sustainability.

Belief in Informality to Enhance Communication. None  

Belief in Economic Growth and Profits. The statement does not suggest any directions for achieving economic growth and profits.

b. Vision. The vision of the organization is again very brief and restricted to being the best Arab Bank. This highlights that the bank does not have global aspirations and instead has limited its vision to the Arab community only. The vision does not reflect a real challenge for its employees or an attraction for its stake holders, if viewed from a broader perspective.

c. Values. As mentioned earlier, the organization's main emphasis is on providing best services to its customers. However, in the values, the organization has pledged to remain loyal to its Arab heritage yet global in its outlook, which is in contradiction to the goal stated in the vision which asks for making it the number one Arab bank.

12. MAKCO Group of Companies / Mission Statement [4] . To be the leading construction services company and deliver turnkey projects. To maintain Total Quality Management Systems. To meet the needs of our customers in the most efficient and professional yet flexible way and bring prosperity to our stakeholders.

To adopt diversity & equality to attract creative talented people from widest possible recruitment pool and enhance the prosperity of communities in which we operate.

13. Analysis of the Mission Statement.

a. Goals in Mission Statement

Identification of Organization. The mission statement specifies the industry in which the company is working.  

Belief to be the Best. The statement clearly shows an aspiration to lead.

Competitive Spirit. The aspiration to lead would generate a competitive spirit amongst its employees.

Customer's Satisfaction. The statement is embedded with values that suggest taking measures to achieve customers' satisfaction.  

Sets Goals for Managers. Goals have been set for the managers.

Employees Involvement. The statement does not specifically suggest utilization of optimum resources to achieve its goals.  

Technology. Does not set direction to use technology in meeting its objectives.  

Belief in the Importance of Executing Strategies. The mission statement highlights the strategy of ensuring quality and meeting the needs of its customers.  

Belief in Individualization. The statement does not suggest anything that makes it remarkably distinguishable.  

Belief in Superior Quality and Service. The statement highlights the belief to provide superior quality services to its customers.  

Belief in Innovations, and Sustainability. The statement does not suggest use of any innovative method to sustain its hold on market.

Belief in Informality to Enhance Communication. None  

Belief in Economic Growth and Profits. The statement shows a belief in economic growth and profits.

b. Vision. The organization has not listed its vision statement.

c. Values. The mission statement of the company is not supported by values in any form.

Comparison of Mission Statements

14. Sui Northern Gas Pipelines Limited. Overall, SNGPL's mission, vision and value statements define its goals, policies, and values as well as the competency of the company. It indicates the scope and reach of the company. Although the company has the vision to lead yet the mission statement does not show this aspiration. Consequently, it does not define the competitive environment. The company has a belief of serving its customers by employing all possible resources. Most of the ideals that SNGPL lists are generic, which every organization would like to do, for its stake holders. The vision of the company could be described as meeting all the possible needs of the customers and stake holders along with a satisfying customer experience. Along with the customers, the company has a vision to place importance on being environmentally friendly. It does present the company's vision, goals, who it is serving, corporate responsibility, and can easily be understood by all of its employees.

17. National Bank Of Abu Dhabi. Like SNGPL, the National Bank of Dubai gives high importance to its customer's satisfaction by providing best services yet the statement neither generates competition nor has the aspiration to lead. The mission statement of the bank is too simplistic and need to be redefined to make it more competition based and globally forward looking bank.

18. Makco. The mission statement of Makco has the aspiration to lead and serve the customers in a professional manner yet has neither the vision nor the values to support its mission statement. .It does not differentiate it from others in the same field.

PART II

ANALYSIS OF CUSTOMER'S SATISFACTION

General

19. Customer's satisfaction is the most important element which the business organization must strive for to achieve success. Successful organizations always include these values in the mission statement which provides guidelines and directions to the employees and the management in following its strategic pursuits.

Sui Northern Gas Pipeline Limited

20. The mission statement of SNGPL significantly highlights the importance of its customers and its efforts to achieve customers' satisfaction. The aspect is equally included in the vision and the core values of the company. Since SNGPL is a natural Gas provider and the product is required in every house, office or business organization, therefore its clientage is spread all over the country. To meet the requirements and achieve total customers satisfaction, the company has made a commitment to deliver the natural gas to the door steps in defined areas and is continuously expanding its network to widen its customer's base. The company has set its objective/goal to reach the customer instead of customers reaching for the product. Therefore the vision of the company to improve the quality of life of the customers and achieve maximum benefit for its stakeholders by providing an uninterrupted and environment friendly energy resource is being met by reaching out to the customers and providing them with continuous supply of natural gas according to their satisfaction. The customers' satisfaction lies in continuous gas supply at their locations which has been identified and emphasized in the mission statement, vision statement and core values of SNGPL, so as to achieve good will and confidence of its customers.

National Bank of Abu Dhabi

21. Customers satisfaction is the core concept in the mission statement of National Bank of Abu Dhabi. Its vision to become the number one Arab Bank is based on providing best services to its customers, yet customers' satisfaction does not figure out in the vision statement or the mission statement. However, it can be anticipated that by providing best services it would be able to achieve customers satisfaction and therefore it can be said that the statement is embedded with the belief of achieving customers' satisfaction which are being strongly supported by the core values of the organization. While the banks focus is on achieving customers satisfaction, it does not specify who its customers are, are they locally based or the bank has a global reach, what type of services the bank could provide to its customers, the relationship between the bank and the customers and how it is maintained. This all makes the mission statement inconclusive, and despite Bank's desire to attract customers by providing them with best services, the customer would strive to look for something which is unique and cannot be provided by others.

Makco Group of Companies

The mission statement spells out the type of industry in which Makco is operating. Being a construction services company, its main clientage or customers are the construction companies to whom it provides services in form of building designs, providing specialized equipment, spare parts for the construction machinery and manpower. In order to achieve customers satisfaction, the beliefs, values and guidelines are embedded in the mission statement which seeks commitment of providing quality products to its customers and meeting their needs in the most efficient and professional manner. The company seeks prosperity for its stake holders by attending to their requirements and meeting them in the best possible way. The mission statement reflects a sound relationship between the company and its customers. The statement also lays down guidelines and direction for its employees in this regard and customer satisfaction serves as a goal for the management of the company.

PART III

ORGANIZATION'S FUTURE DIRECTIONS

General

23. A complete mission statement also sets future directions for an organization. It helps in creating a forceful vision of the future for an organization which can be used to enhance its effectiveness by providing clarity of purpose, inspiration and motivation, as well as a vehicle for enabling a change.

Sui Northern Gas Pipeline Limited

Pakistan is a country with 180 million people which is divided into urban and rural areas. However, irrespective of the geographic and demographic demarcations, the demand and basic consumption of natural gas is increasing, primarily due to increase in the prices of fuel and other energy resources. While the urban areas are mostly connected with gas pipelines, the rural area are yet to be provided with gas connections and hence the market has a great potential in gas delivery and distribution sector, which will not be affected with changes in market structure. The gas distribution business is in line with the economic development plan and will not decrease with changes in style or fashion. Being a necessity, the customers would continue to rely on SNGPL for gas delivery as presently there is no other competitor in this field. However, with nuclear or solar energy, coming up as a future product in the market, there is a strong possibility that the customers would switch over to the one that is economical and provides better services. Therefore, to maintain its monopoly in the market, SNGPL has to find innovative ways of serving its customers, while delivering the product at most economical and competitive price. SNGPL is in the right business which, in absence of any competitor, has become a profitable organization.

24. Future Directions in Mission Statement. The mission statement has set directions for future business activities by expanding its network to areas which are yet to be served with this facility. It caters for the technological changes and suggests optimum utilization of technology and other organizational resources to meet the growing demand of its potential customers, especially in the rural areas. The vision of the company supports its future designs and serves as guidelines for the management and its employees to meet the challenges of future and be a leading natural gas provider in the region.

National Bank of Abu Dhabi

25. There is lot of potential in the banking sector however, with more focus on economic development, changes in living styles and increased competition in the banking sector, the trend is leaning towards provision of best customer services and facilities, guaranteeing high rates of returns / profits and providing loans on low interest rates. The customers would be attracted where they find better facilities, innovative financial schemes and better financial packages/returns.

26. Future Directions in Mission Statement. Although the bank has the vision to be the number one Arab bank by providing better services to its customers, yet the mission statement or the vision does not provide any guidance / direction to its management and employees to meet the future challenges.

Makco Group of Companies

With emphasis on economic development in Libya, the construction sector offers greater opportunities for the investors and private entrepreneurs. While the development plan has shifted the market trend towards construction side, the scope and market potential for construction Services Company has also increased. The trend is likely to continue for a considerable time and will gain strength with emphasis on economic development in Libya. Makco's major customers are these construction companies; however the company is likely to face competition because of other competitors in the field. The competition would benefit those companies which comes up with innovative ideas, keeping pace with the technology and meeting the customers demand at short notices with quality products and services. The construction companies needs periodic support and maintenance services and Makco, serves them with equipment, spare parts and other services which are not available in the local market. If Makco keeps pace with the technological development, needs of the construction companies and ensures customers satisfaction with quality control and on time delivery, it would continue to earn profits and will be able to continue with its business for a long time.

28. Future Directions in Mission Statement. The mission statement does address the requirement of meeting the need of its customers in a most efficient way. However, besides ensuring quality of products / services being delivered, it does not provide sufficient guidelines to its management and employees in wake of the technological developments and competition in this sector.

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