An Analysis of Vision - Mission and Objectives

INTRODUCTION

A Company's Vision, Mission and objectives justify the reason for that company's existence. A clear vision and mission statement, objectives, and business description are important points of departure. The vision is what guides your social enterprise and energizes your stakeholders; it is the "big picture" illustrating what you expect to achieve. The mission statement defines who you are and where you are going.

The objectives give you tangible milestones by which to get there. Vision statements and mission statements convey in a few words, what it is that the organization exists in the world for. Their clarity enables stakeholders to easily remember, imbibe and apply the dreams of the founding fathers of the organization. It also tells you in a few words whether or not an organization is for you or not.

MISSION, VISION AND STRATEGIES OF AN EXISTING COMPANY: SHELL

Our Vision

To be the Top Performing and Most Admired Refinery in Asia

Our Mission

To continuously deliver shareholder value by:

* Manufacturing and supplying oil products and services that satisfy the needs of our customers

* Constantly achieving operational excellence

* Conducting our business in a safe, environmentally sustainable and economically optimum manner

* Employing a diverse, innovative and results-oriented team motivated to deliver excellence

Strategies

We are committed to deliver sustainable excellence in business performance by focusing on the following:

* Benefit our shareholders

* Realise the potential of our people

* Meet our customer requirements

* Maximise refinery margins

* Safeguard asset integrity

* Deliver structural cost reductions

* Sustain a robust management system

* Deliver continuous sustainable Health, Safety, Security and Environmental excellence

Analysis:

Shell's vision and mission lay an emphasis on excellence and a target of being the top refinery. Shell's mission statement lends a complete direction with respect to the importance the company places most importantly on its shareholders, and other stakeholders such as customers, society, environment and human resource. Customer is King is seen from the very beginning of the mission statement and it aims at customer satisfaction and customer ecstasy. Apart from maximizing profits, Shell aims at achieving operational excellence through various cost cutting means. Being an oil refinery, the importance taken by the company to sustainably make use of resources and ensure the environment does not get degraded is of upmost importance. A key feature in Shell's missions' statement is that of employing a diverse workforce. Although most companies do place an emphasis on diversity in the workplace, very few, put it on their mission statement which highlights their commitment to being the top oil refinery.

However, on the flip side, Shell's strategies do not talk about how the company is going to achieve its mission or vision and they are rather guidelines or an extension of the mission statement. Another weakness is that, the statements do not have any time frame in them. Most companies do place a specific time frame in their vision or mission statement to lend a direction to all its stakeholders, which can be updated from time to time.

Mission, Vision And Strategies of Fed Ex

Vision:

FedEx Corporation's vision is a world where goods and information move quickly and seamlessly. A world where businesses source raw materials and parts globally, then move high-value goods quickly between continents and across time zones. A world where global information and transportation networks can shrink time and distance, creating competitive advantages for customers.

Mission:

FedEx Corporation will produce superior financial returns for its shareowners by providing high value-added logistics, transportation and related business services through focused operating companies. Customer requirements will be met in the highest quality manner appropriate to each market segment served. FedEx will strive to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first consideration in all operations. Corporate activities will be conducted to the highest ethical and professional standards.

Strategy

The unique FedEx operating strategy works seamlessly - and simultaneously - on three levels.

* Compete collectively by standing as one brand worldwide and speaking

with one voice.

* Operate independently by focusing on our independent networks to meet

distinct customer needs.

* Manage collaboratively by working together to sustain loyal relationships with our workforce, customers and investors.