ANALYSIS OF MULTINATIONAL

COMPANY'S VISION & MISSION

SM Entertainment Co., Ltd.

BY :

NADIA SALSABILA 1917041090

COMPANY INTRODUCTION

SM Entertainment, founded in 1995 by Head

Producer Lee Soo Man, is the first company in the
industry to introduce systematic casting, training,
producing, and management systems, and it has been
discovering unique content by pinpointing demands
for music and cultural trends.
 VISION

A vision statement should answer The vision statement should be short,

the basic question, “What do we preferably one sentence, and as many

want to become?” A clear vision managers as possible should have input into

provides the foundation for developing the statement. At a minimum, a

vision statement should reveal the type of
developing a comprehensive
business the firm engages.
mission statement.
 MISSION

Mission statements : “What is our Good mission statements identify the

business?” utility of a firm’s products to its

An enduring statement of purpose that customers.

distinguishes one organization from other

similar enterprises, the mission statement
is a declaration of an organization’s
“reason for being.”
Mission Statement Components Written from a Customer Perspective

1. Customers—Who are the firm’s customers?

2. Products or services—What are the firm’s major products or services?
3. Markets—Geographically, where does the firm compete?
4. Technology—Is the firm technologically current?
5. Survival, growth, and profitability—Is the firm committed to growth and financial soundness?
6. Philosophy—What are the basic beliefs, values, aspirations, and ethical priorities of the firm?
7. Self-concept (distinctive competence)—What is the firm’s major competitive advantage?
8. Public image—Is the firm responsive to social, community, and environmental concerns?
9. Employees—Are employees a valuable asset of the firm?
 SM ENTERTAINMENT MANAGEMENT VISION

Asia’s No.1 Entertainment Group

● It answer the question “What do we want to become?”, to be the number 1 in Asia.

● Short and written in one sentence.
● Reveal the type of business, entertainment business.
 SM ENTERTAINMENT MANAGEMENT MISSION

*The numbers in parentheses correspond to the nine mission statement components.

● Becoming the Best Digital Content Provider to Lead the Internet and Mobile Markets

The Korean Wave has spread quickly throughout the world through new media platforms,
including YouTube, Facebook, and Twitter (4). SM Entertainment will share the ‘Made By SM’
content (2) with the entire world (3) and build a virtual community (8) for the global generation
(1).
 SM ENTERTAINMENT MANAGEMENT MISSION

*The numbers in parentheses correspond to the nine mission statement components.

● A Truly Global Company

SM Entertainment will grow (5) into an entertainment group representing Asia through its
network of global affiliates (7), such as SM Entertainment Japan, SM Entertainment Beijing,
SM True, Dream Maker Entertainment, and SM Entertainment USA, and other entertainment
groups overseas.
 SM ENTERTAINMENT MANAGEMENT PHILOSOPHY

*The numbers in parentheses correspond to the nine mission statement components.

The Future of Culture Technology! As a company that produces the best in cultural content and
entertainers by using state-of-the-art culture technologies, SM Entertainment aims to touch the
people’s hearts and promote Korean culture in every corner of the world with the goal of
contributing to national economic growth and a more affluent life for everyone (6).
Overall, SM Entertainment's vision and mission are in line with the principles contained in
Fred David's book on Vision and Mission Analysis. It's just that in the SM Entertainment
mission there is a lack of the 9th component - Employees.
Thank You
감사합니다