Running Head: ASSESSMENT 1 - REVIEWING MISSION AND VISION OF MACVILLE

Assessment 1 - Reviewing Mission and Vision of Macville

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Table of Contents

Introduction ..................................................................................................................................... 3

Reviewing Current Mission and Vision Statements ....................................................................... 3

Outlining Changes to Organisational Values and Vision ............................................................... 4

Description of Strategic Planning Process ...................................................................................... 6

Arranging Meeting with Stakeholder.............................................................................................. 8

Summary Notes from Stakeholder Meeting ................................................................................... 8

Drafting E-mail for Stakeholders .................................................................................................... 9

Conclusion .................................................................................................................................... 11

References ..................................................................................................................................... 12
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Introduction

International business integration has propagated chances for business entities to improve

strategic statements for acquiring greater market share and increase competitive advantage. Hence,

evaluation of appropriateness of mission and vision statements is crucial to develop and

demonstrate business plans while communicating with stakeholders. This report is constructed to

review current mission and vision statement of MacVille that operates as an import-export business

centre in Sydney, Australia. The company provides expressor coffee to its hospitality clients and

follows two-year old organisational values to conduct moral and professional business. In this

regard, assessment of mission and vision statements is essential for this company to devise

strategic plan and propose further growth of business.

Reviewing Current Mission and Vision Statements

Evaluation of mission and vision statement enhances opportunity for a business analyst to

comment on strategic plan of an organisation to capture market share (Jones, Hillier & Comfort,

2016). In this particular case study, MacVille has focused on providing expresso coffee machines

to meet business goals. Based on information identified in the given case study, the mission

statement of this company is to meet liability, sustainability and efficiency needs of respective

hospitality clients and ensure significant profit to support communities and stakeholders

through providing espresso coffee machines. On the other hand, the vision statement of this

company can be discussed as to become a national brand and operate as an integral part of

hospitality industry through supporting both small and large hospitality establishments within

coming five years.

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In order to meet mission and vision statements, MacVille has focused on improving

business approaches for attracting the attention of stakeholders as well as increasing profit margin.

It has also focused on delivering espresso coffee machines to small and large hospitality sectors

and cater to sustainability needs for ensuring success of stakeholders and communities. The

company has followed the organisational values developed by the company in time of its

establishment that was two years ago. In case of meeting needs of stakeholders, it has played the

role of a steward and has continuously attempted to improve both moral and professional

standards of conduct.

Moreover, intention to be a national brand has also supported this company to consider

integration of hospitality services and meet community needs. It has considered its community

needs as an essential part of business and hence, prioritised importance of encouraging self-

directed teams. Moreover, the case study reveals that the aforementioned company has highlighted

implication of safety of employees and focused on cultivating leadership. Apart from this,

adoption of strategic environmental practices has facilitated chances for the company to address

mission and vision statements. This has also served as an opportunity to offer value to customers

while acquiring greater market share.

Outlining Changes to Organisational Values and Vision

Rapidly changing behaviour of customers and increasing competition in international

market are liable to present challenges to business entities for restructuring strategic approaches

(Bourne, 2016). In this particular case of MacVille, it has attempted to follow a particular moral

and professional standard to operate in the contemporary market. The case study reveals that

despite applying effective strategies to deliver value to customers and support community needs,

the company is facing issues to meet strategic goals. Considering scenario of past few years,
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business perspectives have been changed significantly that has influenced business corporations

to review and restructure strategies. In this context, lack of expertise to identify new areas of

development has restricted this company to achieve business goals. Moreover, the repercussions

of such changes in business aspects have reflected in operational activities of this company.

The CEO of this company has identified that self-directed team of this organisation has

marked importance of innovation approaches to improve strategic goals. Increasing dependence

of business processes on technology due to its effectiveness to reduce operational cost and required

time has instigated the organisation to focus on adopting innovative approaches. The CEO has also

commented that innovation can significantly improve process efficiency to provide improved

customer solutions. Apart from this, evaluation of business process and strategic approaches have

been marked as a major aspect. According to Tantalo & Priem (2016), focus on analysing business

approaches helps to locate potential areas of development along with identifying business risks for

developing mitigation strategies. In this particular case adoption of MacVille, innovative

approaches can support this organisation to innovate business process and uplift organisational

standards.

Evaluation of the case study highlights that MacVille has managed internal business

through focusing of safety and security of employees while following the organisational values set

in the time of establishment. On the other part, environmental practices have been prioritised to

control external business process and deliver meaningful values to customers. Although the

company has emphasised on cultivation of leadership attributes, lack of changes or innovation in

organisational values has been a reason for the company to revise its mission and vision statements.

In addition, it would also allow the aforesaid company to adopt new business concepts and

ideas while embracing strategic alliances. This can even propagate opportunity for the above-
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mentioned company to identify new partners and reconstruct business strategies. Considering this,

the potential changes that the company can incorporate to improve organisational standards are

essential to discuss. As the company aims to serve the needs of community, it need to develop its

corporate image for understanding and maintaining business responsibilities (Miles & Van Clieaf,

2017). Moreover, focus on improving business standards and organisational values to

contributing to local communities and donating percentage of profit to non-profit organisations

and different communities would be effective for this organisation to maintain corporate social

responsibilities. It would also help to improve ethical and moral standards and deliver values to

customers for achieving competitive advantages (Rauter, Jonker & Baumgartner, 2017).

Based on this the potential changes can be listed as below-

 Identifying needs of community and recognising corporate responsibilities to improve

corporate image

 Improving business standards and organisational values

 Measuring success of hospitality establishment and working as an integral part of

hospitality industry

 Contributing to local communities and delivering values to customers through donating

percentage of profit to non-profit organisations and other communities

Description of Strategic Planning Process

Determining a particular process of strategic planning allows an organisation to develop

and define strategies for supporting decision making and utilising resources to meet business goals

(Bryson, 2018). As identified from the case study, MacVille is aiming at achieving recognition as
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a national brand and hence, strategic planning process would follow several steps. These steps

have been discussed below –

 Demonstrating Vision

Attempt to establish a clear vision for conducting business is essential to devise plans to

acquire market share (Tantalo & Priem, 2016). In this particular case, assessment of contemporary

business scenario would be effective to develop new vision.

 Obtaining and Analysing Information

Identifying areas of development through collecting relevant information is crucial step to

develop strategic plans. Here, communication with stakeholders through e-mail would be effective

to collect information on business prospects. Moreover, it would serve as an essential aspect to

justify community needs and meet strategic goals (Uhl & Gollenia, 2016).

 Developing and Implementing Strategy

The next step would be developing strategy and implementing this to address business

goals. In this context, adoption of innovative approaches would be considered as strategic approach

to attract the attention of customers as well as other stakeholders to improve business standards

and support improvement of organisational values. This would also serve to ensure involvement

of new partners through improving corporate standards and support strategic alliances (Morden,

2016).

 Monitoring and Evaluating Implemented Strategies

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This final step would help MacVille to identify effectiveness of strategic plans for

addressing business goals and locating further areas of development to survive in this competitive

market (Bryson, 2018).

Arranging Meeting with Stakeholder

Since obtaining information on business aspects is crucial to device new strategies, it is

important to communicate with stakeholders for locating potential areas of change (Uhl &

Gollenia, 2016). Hence, organising a meeting with stakeholder can serve as an integral tool to

improve strategic planning process. It can also demonstrate effectiveness of identified areas of

change while presenting perspective from stakeholder to improve corporate image and business

process. This meeting is crucial to comment on implication of strategic planning process through

allowing chances to understand and identify needs of stakeholders.

Summary Notes from Stakeholder Meeting

Based on discussion of with stakeholder following aspects can be summarised to develop

strategic approaches and restructure mission and vision of MacVille –

 Continuous changes in customers has presented challenges to identify new areas of

development

 Those changes are affecting organisational operations resulting in influencing business

outcomes

 Stellar growth of technology has presented opportunity for business entities to adopt

innovation approaches for improving operational efficiency while minimising costs and

reducing time

 Innovation approaches is crucial for improving business process efficiency

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 Inability of MacVille to adopt innovation approaches is affecting effectiveness of customer

solutions

 It is also affecting business approaches of aforementioned company for devising future

strategies

Apart from above-mentioned aspects, the stakeholder meeting has been effective to provide

several recommendations on improvement of business aspects for justifying business goals. These

suggestions can be summarised as below –

 Focus on developing innovative approaches to improve process efficiency

 Prioritising community needs for maintaining corporate responsibilities

 Attracting new partners for improving financial strength and exploring potential for further

business growth while addressing requirements of communities and customers

Drafting E-mail for Stakeholders

[Refer to the e-mail in following page]

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To: paulstark2385@gmail.com

Bcc: paulstark2385@gmail.com, stevewashington1177@gmail.com, luellajones6421@gmail.com

Subject: Mission/Vision Review

Sir,

It is to inform you that MacVille has aimed at acquiring the position of a national brand within five years. However, contemporary issues
in business process due to lack of innovation approaches along with increasing competition in international market has directed this company to
improve strategic plans. Hence, following aspects are to be considered while restructuring strategies and improving business process –

Existing Vision and Mission:

Vision Statement – To become a national brand and operate as an integral part of hospitality industry through supporting both small and large
hospitality establishments within coming five years

Mission statement – To meet liability, sustainability and efficiency needs of respective hospitality clients and ensure significant profit to support
communities and stakeholders through providing espresso coffee machines

Current Approaches:

 Focuses on meeting sustainability, reliability and efficiency needs of customer

 Attempts to prioritise requirements of customers for addressing needs of hospitality clients and delivering values to customers
 Follows organisational values since it has been established and plays the role of steward for its stakeholders
 Ensures maintaining moral and professional standards of conducts for improving organisational values
 Emphasises on encouraging self-directed teams for developing business standards while cultivating leadership and prioritising safety of
community especially employees
 Ensures to deliver value to customers for engaging communities and improving profit margin for further business growth

Revised Vision and Mission:

Vision Statement – To become one of the leading national brands through adopting innovative approaches within coming five years

Mission Statement – To improve corporate image and responsibilities through donating a percentage of profit to non-profit organisations and
support community needs through attracting new partners and embracing strategic collaboration

Organisational Values:

 Incorporating innovation approaches and improving business process efficiency for meeting customers’ needs
 Supporting community needs and donating a percentage of profit to non-profit organisations for improving corporate image
 Ensuring strategic partnership for promoting business collaboration and encouraging new business ideas to increase area of business
 Developing corporate social image to support environmental needs and develop a sustainable business for addressing business goals

Thanking you.

Yours Faithfully

General Manager

MacVille, Sydney
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Conclusion

This report is premised on reviewing mission and vision statements of MacVille that

operates as an import and export business centre for the past two years. Comprehensive analysis

of this report highlights that the current mission statement of the company is to meet liability,

sustainability and efficiency needs of respective hospitality clients and ensure significant profit

to support communities and stakeholders through providing espresso coffee machines while

vision statement is to become a national brand and operate as an integral part of hospitality

industry through supporting both small and large hospitality establishments within coming five

years. The report has also highlighted that the company has adopted effective strategy to meet

stakeholder needs and deliver value to customers. Moreover, safety of employees along with

leadership prospects have been two major aspects of this business. Intention to capture greater

market share has directed this company to encourage self-directed teams and follow a particular

set of moral and professional standard of codes as organisational values.

However, changing organisational aspects and development of technology have facilitated chances

for this company to revise mission and vision statements for addressing business goals. Based on

the business scenario and information gathered from stakeholder meeting, the revised mission

statement has been identified to improve corporate image and responsibilities through donating

a percentage of profit to non-profit organisations and support community needs through

attracting new partners and embracing strategic collaboration. On the other hand, the new vision

statement is to become one of the leading National brands through adopting innovative

approaches within coming five years. Hence, it can be stated that attempt of organisations to

devise strategic planning demands focus on reviewing and analysing appropriateness of mission

and vision statements for reflecting on organisational approaches to address business goals.
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References

Bourne, L. (2016). Stakeholder relationship management: a maturity model for organisational

implementation. Abingdon, United Kingdom: Routledge.

Bryson, J. M. (2018). Strategic planning for public and nonprofit organizations: A guide to

strengthening and sustaining organizational achievement. Hoboken, United States: John

Wiley & Sons.

Jones, P., Hillier, D., & Comfort, D. (2016). Sustainability in the hospitality industry: Some

personal reflections on corporate challenges and research agendas. International Journal of

Contemporary Hospitality Management, 28(1), 36-67. Retrieved from

https://www.emeraldinsight.com/doi/abs/10.1108/IJCHM-11-2014-0572

Miles, S. J., & Van Clieaf, M. (2017). Strategic fit: Key to growing enterprise value through

organizational capital. Business Horizons, 60(1), 55-65. Retrieved from

https://www.sciencedirect.com/science/article/pii/S0007681316300854

Morden, T. (2016). Principles of strategic management. Abingdon, United Kingdom: Routledge.

Rauter, R., Jonker, J., & Baumgartner, R. J. (2017). Going one's own way: drivers in developing

business models for sustainability. Journal of Cleaner Production, 140, 144-154. Retrieved

from https://www.sciencedirect.com/science/article/pii/S0959652615004795

Tantalo, C., & Priem, R. L. (2016). Value creation through stakeholder synergy. Strategic

Management Journal, 37(2), 314-329. Retrieved from

https://onlinelibrary.wiley.com/doi/abs/10.1002/smj.2337
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Uhl, A., & Gollenia, L. A. (Eds.). (2016). A handbook of business transformation management

methodology. Abingdon, United Kingdom: Routledge.