Corporate Vision and Mission

Mission Statement is used to define the business concept. A company mission statement
defines the underlying goals (such as making profits) and objectives in broad strategic
terms, including what market is served and what benefits are offered.

Corporate Mission should:

1. Represent the broadest perspective of the corporate mission.
2. Be supported by a set of values that set the performance standards and direct the
mission’s implementation.
3. Be clear and succinct
4. Incorporate meaningful and measurable criteria.

When creating a mission statement, the following concepts have to be considered:

 The moral and ethical position of the enterprise
 The desired public image
 The key strategic influence for the business
 A description of the target market
 A description if the products or services
 The geographic domain
 Expectations of growth and profitability

Examples of well known organizations:

3M To solve unsolved problems innovatively

Mary Kay Cosmetics To give unlimited opportunity to women
Merck To preserve and improve human life
Wal-Mart To give ordinary folk the chance to buy the same thing as rich
people
Walt Disney To make people happy

Mission Statement must reflect:

1- What business you are in
We should ask ourselves what business we are in, and we should not narrow
ourselves down.

2- Customer satisfaction
Learning experts in developing customer satisfaction look to a mission statement
to define customer satisfaction goals. Developing customer care programs
depends on spreading the idea and importance within a company.

Strategic Management course – March 2005 1

To be presented to: Dr. Adel Zayed
Prepared by: Azza Abdel Wahab
 3- Workplace philosophy
Some mission statements also define internal goals, such as maintaining a creative
work environment and building respect for diversity. Experts in employee relation
look immediately to a mission statement for a definition of a company’s stand on
some of theses fundamental issues.

4- Value-Based Marketing
Experts developed the value-based marketing framework to help companies
understand their business better. This framework starts with a business value
proposition, which states what benefits a business offers, to whom, and at what
relative price level. For example, an automobile manufacturer offers reliable, safe
automobiles for families at a relative price premium. A fast food restaurant offers
quick and consistent lunches at a low price.

The following are some examples for the Missions and Visions of big entities in the
world:

I- CIA

"Timely and accurate information about the activities, capabilities, plans, and
intentions of foreign powers, organizations, and persons and their agents, is essential
to the national security of the United States. All reasonable and lawful means must be
used to ensure that the United States will receive the best intelligence available."

Our Vision

To be the keystone of a US Intelligence Community that is pre-eminent in the world,

known for both the high quality of our work and the excellence of our people.

Our Mission

We support the President, the National Security Council, and all who make and
execute US national security policy by:
 Providing accurate, evidence-based, comprehensive, and timely foreign
intelligence related to national security; and
 Conducting counterintelligence activities, special activities, and other functions
related to foreign intelligence and national security as directed by the President.

Our Core Beliefs and Values

What we stand for:

 Intelligence that adds substantial value to the management of crises, the conduct
of war, and the development of policy.

Strategic Management course – March 2005 2

To be presented to: Dr. Adel Zayed
Prepared by: Azza Abdel Wahab
  Objectivity in the substance of intelligence, a deep commitment to the customer in
its form and timing.

How we do our work:

 Personal and organizational integrity
 Teamwork throughout the Agency and the Intelligence Community
 Total participation of an excellent and diverse work force
 Innovating and taking risks to get the job done
 Adapting to both a changing world environment and evolving customer needs
 Accepting accountability for our actions
 Continuous improvement in all that we do

II- Electro Cable Egypt Company

ECE’s Vision

The commitment of ECE to produce the whole gamut of power & telecom cables
and to overall quality, technological developments & engineering excellence coupled
with full support from production, engineering and marketing to ensure the products
reliability, highest level of quality and the customers loyalty.
Our high standards & ISO certified consistency can help for achieving such goals.

ECE’s Mission

To support the success of our customers in their developmental processes by

exceeding their expectations & providing quality
cables products, to support the leadership position of our company
in the market through boosting the industry competence and guarantee growth for
our shareholders.

ECE’s Strategy

 Planning for growth and quality Assurance;

 Enhancing the Capabilities of its Manpower
for competent utilization of their credibility;
 Aggressive marketing plans and activities ;
 Exploring high technology and complementary industries;
 Competent improvement of the operation economics for retaining our
competitive position in local markets as well as major development of Exports.

Strategic Management course – March 2005 3

To be presented to: Dr. Adel Zayed
Prepared by: Azza Abdel Wahab
III- Mobinil

To be the leading mobile service provider in Egypt, providing the best quality
services for the maximum number of customers, the best working environment for
our employees and top value for our shareholders

Strategic Management course – March 2005 4

To be presented to: Dr. Adel Zayed
Prepared by: Azza Abdel Wahab