NATIONAL INSTITUTE OF CONSTRUCTION

MANAGEMENT AND RESEARCH, PUNE

Post Graduate Program in Real Estate and Urban

Infrastructure Management
(REUIM-12)

ASSIGNMENT- “Analysis of Vision & Mission of 3 Companies”

SUBJECT
Strategic Management

Submitted to:
Dr. Milind Phadtare

Submitted By:
RP20031 : Mohit Kumar
 Company 1 Nokia
Vision “Our Vision is a world where everyone can be connected. Our vision is to ensure that
5 billion people are always connected at every given point and to achieve 100 fold more
network traffic.
Nokia wants to create a new world; to transform a big planet to a small village. Their vision is
to create, build, and encourage people from all countries to communicate with each other in
order to create a world where everybody is connected.

Mission Connecting People

As Everyone has a need to communicate and share. Nokia helps people to fulfill this
need and we help people feel close to what matters to them.
Nokia's mission, vision & values motivate 67% of Nokia employees. 15% of employees say
that the main reason they stay at Nokia is because of the Nokia company mission. When asked
to whom they feel the most loyal at work, 20% of employees said Nokia's mission and vision.
Comparably data clearly shows that a focused mission statement and cohesive core company
values are vital to maintaining employee alignment.
4P’s of Marketing Mix
Product There was variety, quality and design as Nokia sets are of various design such as
flip sets, slide sets, sets with rotating camera etc.
Price It is a key factor in the selling of a product. Since its entry to Indian mobile market in
1995, it focused on manufacturing of mobile handsets based on GSM technology. Nokia built
a strong brand image with focused marketing and distribution network. It started focusing on
the low-cost mobile phone segment for rural markets in India, but, faced stiff competition from
Sony Erricson, Samsung and Motorola.
Place Nokia mobile phones were very easy to access those days, they were sold in super
markets, Nokia care and other outlets like mobile stores.
Promotion There were sale promotion and advertising also.
In 2012 Market share of Nokia was 19.1% just after Samsung whose market share was 22.0%

Weakness of Nokia
1. Slow reaction to new rivarly
2. Low popularity of Symbian OS
3. Poor design of smart phones
4. Low performance of smart phones
5. Chinese Mobile making copies of Nokia in cheap rates
6. Higher import charges
 Company 2 Adidas
Vision “To be the design leaders with a focus on getting the best out of the athletes with
performance guaranteed products in the sports market globally”.
The vision statement is an illustration of where the company wants to be in a predetermined
future. In this analysis of Adidas, its mission statement reflects on the efforts of the company
to produce products that match to no other in the market. Essentially, the target is on uniqueness
customized to give its customers an advantage in what they do while using them.
The vision statement can be drawn from the operations and the priorities of the company. It
emphasizes on the creativity that characterizes Adidas making it a top brand among the best
players in the niche it operates. Some of the components that relate to this vision statement
include:

Being the design leader: In the first component of this vision statement, Adidas re-
emphasizes that it is not a company that sits back and follows the rest. Instead, it is driven by
the inventiveness and desire to lead the rest by setting a quality bar that meets the needs of its
customers. In fact, its strategy highlights ‘creating new’ as a critical element of the leadership
it brings in the market.

Boost athletes: The progressiveness demonstrated by Adidas in the production of products

that meets the changing needs of the customer shows just how much the company values the
athleticism of its clients. Historically, Adidas leaves nothing to change by aligning the needs
of the clients with everything it does, and in this way, supplies them with exactly what they
need to take their game to the next level.
When it comes to the vision statement, Adidas emphasis is on the leadership position the
company seeks by dominating the market as the most sought-after company in the sector. The
management also incorporates core values to ensure the workers operate in an atmosphere that
favours the achievement of goals in line with the mission and vision statement.
For instance, promotion of integrity, passion, and diversity among other ideologies is
something the company considers integral to its overall success. In fact, proper implementation
and working together of all these components is the key towards Adidas’s achievement of its
vision.

Mission “The Adidas Group strives to be the global leader in the sporting goods industry
with brands built on a passion for sports and a sporting lifestyle. We are committed to
continuously strengthening our brands and products to improve our competitive position”
The statement banks on the boundless capacity of the company to provide the best products for
athletes to boost their performance. It also adds its unwavering resolve to stay abreast of the
market needs in the advancement of these products as a branding tactic. The components in
Adidas’ mission statement include:

Improving sports: In this mission statement, Adidas emphasizes on its role to continuously
lead in offering its customers the best products. For the love of sports, Adidas has a sports-
specific culture embedded in everything about the company. For instance, the Adidas is very
particular when it comes to specifics of what it showcases for each category of sports such as
shoes for men and women, and the respective sports they engage in. Other than in the provision
of sportswear, Adidas is a great supporter of sports through targeted campaigns and
sponsorship programs to support young talents.

Exceeding expectations: The reason Adidas has a reputation that precedes it is simply
because of its uncompromising attitude on quality. Adidas is a brand that one can say demands
little marketing efforts courtesy of the satisfaction it gives its customers wherever they are. And
there is much more to Adidas – the company remains faithful to its sustainable roadmap that
incorporates among other supporting its workers and the environment at large. In this way, it
touches on lives beyond the sports realm making it one of the most responsible businesses of
its time.

Innovations: Adidas clearly shows that creative mindset is at the heart of all its operations
as demonstrated by the constant rollout of incredible sports shoes and other related products.
The designs characterizing its work are precise and tailored to the specific needs of the athlete,
showing just why the company has become a darling in the sports sector.
Adidas mission and vision statements have been gradually changing with the ever-evolving
sports shoes, apparels and other accessories over the years, and this has been instrumental in
securing the leadership position the company is identified with in the current markets.
In fact, Adidas managerial approaches are highly valued for their ability to keep the company
on its best at all times irrespective of the nature of the market forces, something that Adidas
credits its mission and vision statements for. Theoretically, the mission statement of a company
is a definition of the primary objectives that the company seeks to implement to spur its growth.

Company 3 Walmart
Vision “Be the destination for customers to save money, no matter how they want to shop”.
he vision statement echoes the central reasons behind the desire of the company to position
itself as the retail leader. In relation to this vision statement, the following components come
out:
 Affordability
 Convenience
 Customer-oriented
Walmart recognizes the impact cost has in the retail sector, and that is one of the primary
reasons it goes out of its way to attach competitive prices to all its products and services. In
fact, it exploits this approach in its progress towards the achievement of its vision.
The affordability concept is widely captured in the pricing of the products in the company
stores. The strategic positioning adopted by Walmart closely relates to its first component,
while at the same time advancing its need to satisfy the needs of the second component in its
vision statement. It explains the reason Walmart is known as an international retainer owing to
its global reach that meets the customer desire for convenience.
Walmart particularly values tailoring all its services to comply with its third component that
seeks to meet all customer preferences. In fact, its organizational and strategic positioning talks
volumes about the commitment of the company towards meeting this component.

Mission “To save people money so they can live better”

It shows how the company seeks to implement critical strategies that can bring a remarkable
difference in anything it touches. Some of the elements that relate to this mission statement
include:
 Improving people lives
 Financial liberation
 Exceeding expectations
In its first component, Walmart highlights who it values most and the primary objective the
company looks to implement to satisfy their needs. Walmart makes clear how it feels about its
clients and the steps it considers to offer them the best shopping experience. To this end, the
company conducts customer satisfaction surveys from time to time to identify areas in need of
improvement. In fact, the attractive prices reflected in the savings center of the company
emphasizes the determination of Walmart in meeting this component.
The second component is a direct consequence of the first one that focusses on seeing the
customer gain shopping freedom by increasing their saving capacity. The company mission
sees this as a critical strategy for enabling their customers to also enjoy more shopping
experience. Walmart also makes a statement that it is a company that goes the extra mile by
providing its clients with varied options. The range of products and accompanying customer
services prove that Walmart is an extraordinary player in the retail market.

Core Values Walmart’s core values are “customer first, frontline focused, innovative &
agile, listen, inclusive, high performance, accountable, honesty, and fairness” They outline
the elements that guide Walmart operations. With these, the company remains in line with its
mission and vision. They include the following principles:
 Customer first
 Frontline focused
 Listen
 Innovative & agile
 Inclusive
 High performance
 Accountable
 Honesty
 Fairness
The first and the second component of the core values show how the importance the company
places on the customer in all its scope of work. A similar emphasis is reflected in the third
element. Walmart looks to display adaptability and flexibility of the services it offers to its
audience by not only being innovative but also by being inclusive and maintaining a high level
of superiority in the delivery of customer care. To earn the title of the best destination, the
company goes out of its way to do the right things while at the same time displaying the highest
level of fairness and honesty to everyone it interacts with.

Slogan
Walmart’s slogan is: Always low prices