Quenie R.

De la Cruz Strategic Management

BSBA-FM4 Blk3 September 15, 2021
QUIZ ASSIGNMENT
Vision and Mission Statement Analysis of Various Well-known Companies
The mission and vision statements of companies are mostly a reflection of their business and its
future. Where a mission statement is considered the reason that a company exists for or the demand
it is trying to fulfill, a vision statement is more like a plan. A vision statement sets the course for the
future helping the brands navigate towards it through changing market situations. Companies also
update their mission statements from time to time. It is just like changing or adjusting your course
when you feel you might have deviated.

STARBUCKS
Vision: “to establish Starbucks as the premier purveyor of the finest coffee in the world while
maintaining our uncompromising principles while we grow.”
Findings/Analysis
Obviously, the Starbucks Vision statement visualize is inspiring, bold, and consumer-friendly,
they have clarified their goal and organizational values. Upon mentioning that they want to be the
premium purveyor of the finest coffee, they have expressed their will to gain superiority in the market.
To make it happen, Starbucks targets provide the best coffee-based beverage, having this clear
focus, they could meet the customers' needs precisely which is known as strength for the company.
The company’s resolve is strengthened by its strong core values such as teamwork, integrity,
cultural respect, and perseverance. Ideally, core values are the principles that take the operations of
a company to prosperity. Based on this, Starbucks has mastered its way towards growth through the
agreement between its mission and vision statement, guided by its values. Starbucks remains true to
its culture towards its customers and everyone it comes in touch with as well as how it behaves. This
is a show of the value the company places in all its customer base.
Mission: “to inspire and nurture the human spirit- one person, one cup, and one
neighborhood at a time.”
Findings/Analysis
From the Mission statement, Starbucks emphasizes building meaningful human relationships. It
is a glimpse of the warmth of the company culture. As we can see, there are two clear portions of this
statement. The first one is about inspiring and nurturing the human spirit. Here, Starbucks presents its
importance on both customer and employee satisfaction. Makes sure that the customer gets only the
best quality products and services they provide, they want the customers to be with it on the journey
actively. Everyone at Starbucks is like a family which has the warmth of a strong bond between them.
Starbucks pays attention to each individual. This trait could be seen in the way they write each
customer’s name on their beverages. This personalization of customer services makes the customers
feel special and wanted.
The second portion of the statement,” one person, one cup and one neighborhood at a time”,
shows a strong organizational objective. Starbucks wants to make strong relationships with the
customers as well as the community they are in. It takes care of its neighborhood, other stores, the
community as well as the environment. Starbucks made it clear that they want to expand while
making every customer feel valued.
NETFLIX Inc.
Mission: “To entertain the world.”
Findings/Analysis
A concise statement that shows its wide view of the target audience. This mission statement
doesn’t portray the three core components of a mission statement explicitly yet it defines the target
market and the purpose of the company crystal clear. A mission statement based on the nature of the
company in providing on-demand movie streaming services. There are two main points of the Netflix
Mission Statement: Entertainment; Mass Audience.
Entertainment: Netflix Inc. has evolved as an on-demand online streaming platform, offering
entertainment service includes movie, series, documentaries, feature films in every category of
motion pictures. As one of their strategy, they don’t specify any particular product or service but give
a glimpse of their served sector. Ensuring a competitive advantage as further business expansion will
not create any incompatibility with the purpose and mission of the company.
Mass Audience: As the mission statement mentioned, Netflix will entertain the world which
indicates its purpose to serve mass people worldwide. Their business model shows it differentiates
services according to a target audience, creating and selecting content to serve different age groups
and distinguish content for mass audiences. Just to provide a delightful experience, Netflix
customizes its service for people to people.
What mission statement Netflix had shown the philosophy of being a worldwide entertainment
service provider.
Vision: “To be the best global entertainment distribution service.”
Findings/Analysis
What the company believes is in innovation and integration. Becoming a trendsetter in the
entertainment industry and having profitable offerings made them a competitive competitor in the
industry. Netflix recognizes technological shift, consumers’ untapped demand, and an uprising quest
for entertaining service. As for that, it shows the pursuit of being the market leader in the global
entertainment industry.
Netflix scatters itself around the world, reporting that in 2016 it entered about 160 new markets
with customized products and services. They operate around the world except for three countries:
China; North Korea; and Syria. Netflix reaches the top of the funnel creating specialized content, with
the help of machine learning and artificial intelligence. “Netflix and Chill” has become a daily used
term in popular culture. Customer satisfaction and increasing demand give the vibe of being the best
in all.
Netflix Mission Statement implies flexibility and future diversification, on the other hand, Vision
Statement drives the business to continued dominance in online media streaming.