University of Dhaka

Department of Organization Strategy and

Leadership
Course: Strategic Management
ASIGNMENT: Mission and Vision analysis
Submitted to -
Sharmeen Akhter
Course Teacher, Strategic Management
Dept. Of Organization Strategy and Leadership
University of Dhaka

Submitted by –
Mostafa Faiad Kamal
Roll: ZR-097-064
OSL 4th Batch (2 Year)
nd
 LOCAL COMPANIES
BEXIMCO

VISION

“We believe that us Bangladeshis deserve more. We believe that everyone's basic needs must be met. Thus, our vision is not only
limited to becoming the premiere LPG provider in the country but also to enrich the lives of every LPG users in Bangladesh by
ensuring they enjoy the safest, smartest and most convenient LPG solution always. Thus, protecting the environment and saving the
valuable natural resources of our nation.”

Analysis: BEXIMCO seems to have a vision to provide their customers of Bangladesh with the best
choice available for buying Liquefied Petroleum Gas (LPG) and protect the environment while conserving
the natural resources of the country. LPG, when used for automotive purposes, is an effective
alternative to traditional fuels. It is an environmentally friendly option and a source of clean energy.
Advantages like these have made LPG a popular alternative fuel among the masses. It is these properties
of LPG that BEXIMCO wishes to take full advantage of and gain a loyal customer base.

MISSION

“Our mission is to become the most trusted, admired and leading LPG solutions provider in the energy sector of Bangladesh with
smart, innovative & safe products along with best-in-class customer service.”

Analysis: BEXIMCO seems to have a mission to become the best and most popular provider of smart,
innovative and safe LPG within its price range. LPG reduces noise pollution in towns and cities compared
to most other fuel. It is an environmentally friendly fuel which emits a low amount of pollutants. It is
also great for mitigating air pollution. A tank of a car can store four times more LPG compared to CNG as
the pressure of LPG is low. The octane rating of LPG is 105 compared to 102 in CNG. As a result, LPG is
better for engines than CNG. It costs for a car Tk 11.23/Kilometers if it uses octane. It is Tk 6.1 for a
diesel-run car and Tk 4 for an LPG-run car. All of these make LPG a great fuel for companies looking to
provide its consumers with a cheap and easy option which is also good for the environment compared
to the other choices available. It’s these benefits of LPG that BEXIMCO is trying to maximize and be
innovative with in order to provide superior customer value compared to its competitors.
 GRAMEENPHONE

VISION

“We provide the power of digital communication, enabling everyone to improve their lives, build
societies and secure a better future for all.”

Analysis: GrameenPhone’s vision is to provide its customer base with a powerful and available medium
which would allow people to digitally communicate with ease. They are hopeful that this would make
people’s lives better and build a promising future. They wish provide their customers with up to date
service for communication. They wish to evolve with the growing times.

MISSION

“We exist to help our customers get the full benefit of being connected. Our success is measured by how passionately they promote us.”

Analysis: The company has a mission to help people to get connected more effectively and efficiently.
They wish to do this with the help of the digital medium of communication. They also wish to evaluate
their own success based on how popular they are among their customers. They seem to more or less
have already achieved that goal. Today they are the leading telecommunications service provider in
Bangladesh, with 83.18 million subscribers (as of August 2021). So they are certainly popular. They have
indeed made life easier by helping them connect better. ‘Skitto’ – for example, is one of its many
services which have made digital communication a lot easier among the public masses. So it could be
said that they are fairly successful in standing firm on their mission.
 NATIONAL BANK LIMITED

VISION

“Ensuring highest standard of clientele services through best application of latest information technology, making due contribution to
the national economy and establishing ourselves firmly at home and abroad as a front ranking bank.”

Analysis: NBL has a vision to become the greatest bank service in Bangladesh and beyond by
taking advantage of the latest information technology. They wish to become the best option for
money transferring, saving etc. in Bangladesh. Not only that, they wish to become established
outside their home country as well. They also wish to contribute to the economy of Bangladesh.

MISSION

“Efforts for expansion of our activities by adding new dimensions to our banking services are being continued unabated. Alongside,
we are also putting highest priority in ensuring transparency, accountability, and improved clientele service as well as to our
commitment to serve the society, through which we want to get closer and closer to the people of all strata. Winning an everlasting
place in the hearts of the people as a caring companion in uplifting the national economic standard through continuous up gradation
and diversification of our clientele services in line with national and international requirements is the desired goal we want to reach.”

Analysis: The apparent mission of NBL is to keep expanding their bank activities while
ensuring better service for its customers. They wish to reach people of all social classes and
continually upgrade their services along with the changing times. It’s the first private sector bank
fully under the ownership of Bangladeshi nationals. The bank was opened on 28 March 1983.
Currently NBL is carrying their business through its 200 branches & Agri Branches spread all
over the country. It seems to be growing with time just like its mission is; to expand. They’ve
reached people of all social classes through their many branches located in many parts of the
country and made their lives better. It is the very first private owned bank and as a result, led the
rest of the private banks into the market. They’ve also upgraded their services over time, just
like their mission statement claims. NBL even offers its customers the opportunity to transfer
money across home and abroad. So NBL has done a marvelous job at staying true to their
mission statement.
 WALTON

VISION

“Aspiring to be a bold leader among the top 5 global E & E brands”

Analysis: WALTON wishes to be among the top five global E & E brands. To do this, it needs
to grow and evolve with time. It has achieved that goal quite successfully in the past years. At
first it was nothing impressive. Many people even doubted if it’d ever be prominent in the
economy of Bangladesh. But today Walton has a workforce of as many as 30,000 in a total of
90 production bases in a factory area of more than 750 acres. It could be said that it has proved
itself to be a promising company to the investors and probably on its way to achieving its vision
sooner than one might think.

MISSION

“Responding to the ever changing consumer and market demands, through responsible innovative brilliance and
recognized quality standards.”

Analysis: WALTON wishes to be innovative and evolve with time. It also wishes to keep its
quality controlled and acceptable to the consumers. It can be safely said that Walton is slowly
achieving its mission in a slow and steady gait. For example, In 2016, WALTON owned more
than 60% market share in the Refrigerators and Home Appliances market. It received a 5-star
rating on energy efficiency and achieved the Best Tax Payer award in 2017. The same year, it
started a compressor and mobile phone manufacturing plant. In 2018, WALTON was awarded
for excellence in export by HSBC and also achieved the National Environment Award.
 AFTAB

VISION

“To be the number one house-hold brand for poultry food to the entire family by providing best in class quality safe food to all
stakeholders.”

Analysis: AFTAB wishes to become the best supplier of safe poultry food to its customers
within a certain price level and thus become the number one household brand for poultry food.
Aftab Bahumukhi Farms Ltd (ABFL) is the only integrated and the largest poultry industry in
Bangladesh that maintains the whole poultry chain from Grand Parent to Further Processed
Chicken. So it can be expected that the company would always be able to provide its customers
with high quality safe poultry products since it supervises the meat at every stage of phase of
production. So the company has a vision that is reasonably attainable for itself.

MISSION

“To provide customers with the highest quality products and services in the retail, food service and quick-service restaurant (QSR)
industries.”

Analysis: The company has a mission to provide its customers with the highest quality products
and services in retail, food service and quick-service restaurant industries. ABFL has more than
22(Twenty two) different processed and further processed products. These products are sold in
two different categories. There are general category for all consumers and customized category.
At present customized products are sold only to KFC.
 INTERNATIONAL COMPANIES
AMD

VISION

“High performance computing is transforming our lives.”

Analysis: AMD wishes to transform people’s lives through bringing high performance
computing devices to the market. They have been beating their prime competitor, INTEL with
ease. They may not have been that successful in the beginning, but today INTEL just can’t beat
AMD anymore. So AMD is definitely realizing its vision.

MISSION

“Build great products that accelerate next-generation computing experiences.”

Analysis: AMD wishes to build products that can enhance people’s computing experiences.
They are certainly staying true to that mission. They have been bringing the best price for value
processors for a very long time while their competitor keeps bringing overpriced CPUs with no
real improvement. The only reason the prime competitor of AMD, INTEL, can still thrive in the
market, is because of the brand loyalty/ customer loyalty. But customer loyalty alone can’t keep
a company successful for long. If INTEL doesn’t bring new competitive advantage to the market,
it’d soon be in deep trouble.
 BERGER PAINTS

VISION

“To be the most admired Indian Paint & Coating Solutions company with globally recognised competencies.”

Analysis: BERGER wants to be the most successful and competent paint and coating solutions
company in India. It wishes to be able to produce top notch paint and coating solutions and get
recognized for it globally.

MISSION

“To maximise shareholder value by developing and delivering innovative and best solutions for our customers, consistently
outperforming our peers and providing a Dynamic & Challenging work environment for our employees.”

Analysis: BERGER wants to provide its customers with the best products and services and
evolve with time. It wishes to persistently outperform its competitors. It also wishes to keep its
employees in a challenging and ever changing climate. Through doing all these, they wish to
increase their appeal in the eyes of the investors which would eventually lead to the success of
the company.
 GILLETTE

VISION

“The Gillette Company’s Vision is to build Total Brand Value by innovating to deliver consumer
value and customer leadership faster, better and more completely than our competition.”

Analysis: GILLETTE wishes to be innovative and keep updating its products along with
changing times. They wish to deliver the best customer value in the market and beat their
competitors.

MISSION

“The Gillette Company is a globally focused consumer products marketer that seeks competitive advantage in quality, value-added
personal care and personal use products. We are committed to building shareholder value through sustained profitable growth.”

Analysis: GILLETTE wishes to take note of the global demand of consumers from varying
backgrounds and cultures and provide their products and services accordingly. They wish to
provide their customers with high quality grooming products. This way they hope to outcompete
the rival companies and build shareholder value.
 SAMSUNG

VISION

“Inspire the world with our innovative technologies, products and design that enrich people’s lives and contribute to social prosperity
by creating a new future.”

Analysis: SAMSUNG wishes to keep coming to the market with new innovative technology
which enhance people’s lives. The way today people search for SAMSUNG whenever they want
to build a PC or buy a TV truly shows how SAMSUNG has truly achieved their vision.

MISSION

“We will devote our human resources and technology to create superior products and services, thereby contributing to a better
global society.”

Analysis: SAMASUNG wishes to devote all of their resources and technology to provide its
consumers with more advanced technology then its competitors and contribute to making the
society better. The company has a powerful influence on South Korea's economic development,
politics, media and culture and has been a major driving force behind the "Miracle on the Han
River". Its affiliate companies produce around a fifth of South Korea's total exports. SAMSUNG's
revenue was equal to 17% of South Korea's $1,082 billion GDP in 2013. So SAMSUNG is
achieving its mission with great success.
 LOGITECH

VISION

“As a company, we’re small and flexible enough for every person to take initiative and make things happen. But we’re big enough in
our portfolio, and reach, for those actions to have a global impact. That’s a pretty sweet spot to be in and we’re always striving to
keep it that way.”

Analysis: LOGITECH wishes to remain in the position where their company is the perfect size
and is extremely flexible. They believe this way they can both ensure creativity and fast action
and have impacts of global proportions.

MISION

“Logitech scrutinizes every surface, every button, every software screen, and every other meticulous detail with the intent of
providing its customers with premium peripherals of unmatched beauty, supreme comfort, and superior performance.”

Analysis: LOGITECH wishes to be prim and proper and build their peripherals with utmost care
and perfectionism so that the consumers get the best experience in the market. Founded in
1981, even though it would have struggled when PC makers began to ship the peripherals as a
standard part of new computer bundles, LOGITECH kept keyboards and mice as its primary
products. The company’s persistence seems to have lead them to success. Today gamers all
around the world always try to go with LOGITECH products since those are among the best in
the market. Starting from budget peripherals to high end gaming chairs; LOGITECH has it all.
So LOGITECH’s mission seems to have greatly benefited them in the long run.
 Based On The Mission Statements Analyzed So Far, The Missions Are Evaluated According To The
MISSION EVALUATION MATRIX:

MISSION STATEMENT EVALUATION MATRIX

Components Customers Products Markets Concern for Technology Philosophy Self- Concern Concern for
or survival Concept For Public employees
Services growth Image
Profitability
Organizations
BEXIMCO YES YES YES NO NO NO NO YES NO
GRAMEENPHONE YES YES NO NO NO YES YES YES NO
NATIONAL BANK YES YES NO YES NO YES YES YES NO
LIMITED
WALTON YES YES YES NO YES YES YES YES NO
AFTAB YES YES YES NO NO YES NO YES NO
AMD NO YES NO NO YES NO NO NO NO
BERGER PAINTS YES YES YES YES YES NO NO NO YES
GILLETTE NO YES YES YES NO NO NO NO NO
SAMSUNG NO YES NO NO YES YES YES NO NO
LOGITECH YES YES NO NO NO YES YES YES NO

THE END