VISION STATEMENT:

“To be the premier Pakistani enterprise with a global reach, passionately pursuing value
creation for all stakeholders.”
Grid of Vision Statement:

S.NO Components Availability

1 Customers Yes
2 Customer needs No
3 Product and Services No
4 Value Yes

Justification:
The vision statement tells us about “who we are and where are we going.” This vision
statement tells us that the company wants to see them in the global market but they are
not very much clear about the customer needs and the products and services that what they
are offering to their customers. Hence, the components (1, 4) are addressed in the above
statement.

RECONSTRUCTED VISION STATEMENT:

“To be the premier Pakistani enterprise in 3(food and dairy products) with 2(high- quality
customer satisfaction), global reach, passionately pursuing value creation for all
stakeholders.”

Justification:
The components (2, 3) are now very clearly addressed after the reconstruction of vision
statement with highlighted colors.
MISSION STATEMENT:
Build branded food business to improve quality life by offering tasty, affordable, and high
nutritional products to our consumers while maximizing stakeholder’s value.

Grid of Mission Statement:

S.NO Components Availability

1 Customer Yes

2 Product and Service Yes

3 Market No

4 Technology No

5 Concern for Survival and Growth Yes

6 Philosophy Yes

7 Self-Concept Yes

8 Public Image No

9 Concern for Employees No

Justification:
Above mission statement doesn’t talk about the few essential components such as Market,
technology, public image and concern for employees.
Customer: The line “by offering tasty, affordable, and high nutritional products to our
consumers” clearly tells us that customers are addressed in the above statement.
Product and Services: “food business” clearly identifies the product.
Market: Not clearly stated in the statement.
Technology: No words usage for technology.
Concern for survival and growth: These words “while maximizing stakeholder’s value”
describes that company is concerned with its maximum survival and growth.

Philosophy: Company has a firm belief “to improve quality of life”.

Self-Concept: “Build branded food business” from these first few words of the statement
competitive advantage is drawn in the context of self-concept.
Public Image: No impression of CSR activity for society.
Concern for employees: Benefit for employees growth is not addressed.

RECONTRUCT THE MISSION STATEMENT:

Build branded food to improve quality of life 3(nationwide as well as globally) by offering tasty,
affordable, and high nutritional products with a firm belief in truth, trust and a relentless
pursuit of excellence for our consumers while maximizing stakeholder’s value, our efforts
will quantifiably 9(improve our lives and those of our colleagues), customers, shareholders
and the 8(communities) on 4(real-time basis) by addressing the most pressing issues of our
time.

Justication:
The components (3, 4, 8, 9) are now clearly stated after the reconstruction of mission
statement with highlighted colors.