Go, Anna Bianca N.
Strategic Management
Company : Emperador Inc.
Vision :
“Bring world-class products to the Philippines and Emperador products to the rest of the
Parameters
Does it clearly convey a
message of identity and
what the organization
wants to become?
Is it inspiring and worthy of
one’s commitment?
Is it clear and compelling?
Can it serve as a unifying
focal point of effort?
Is it aspirational yet
something people can
believe to be realistically
possible?
Revised Vision:
“To be the leading distiller and distributor of all world-class alcoholic beverages to the
Philippines and the rest of the world”
Parameters
Does it clearly convey a
message of identity and
what the organization
wants to become?
Is it inspiring and worthy of
one’s commitment?
Is it clear and compelling?
Can it serve as a unifying
focal point of effort?
world”
Yes/No Explanation
No It does not clearly state
what products the
company wants to offer.
Yes It provides a good sense of
direction for the
organization.
No It clearly states what the
company wants to achieve
but lacks inspiration for the
employees.
No It is realistic but lacks
motivation.
Yes/No Explanation
Yes It clearly states that the
company was to create and
distribute world-class of all
alcoholic products.
Yes It provides a good sense of
direction for the
organization.
Yes It clearly shows what the
company wants to achieve
and what the consumers
can expect from them.
Is it aspirational yet Yes It is realistic, achievable and
something people can motivating.
believe to be realistically
possible?

Emperador Inc. is currently the leading distillery and distributor of brandy, whisky and
gin in the Philippines. In the revised vision statement, it will include a beer category in
their current product line. This will enable Emperador to cater to beer consumers.

Mission:

To provide fantastic, superb and iconic drinks to consumer from all walk of life all over
the globe

Values:

Strive to uphold the Filipino values of loyalty, integrity, hard work, excellence, and
passion.

Parameters Yes/No Which line

1. Customers Yes All walks of life
2. Products or services Yes Fantastic, superb, and
iconic drinks
3. Markets Yes All over the globe
4. Technology No
5. Concern for survival, No
growth & profitability
6. Philosophy No
7. Self-concept No
8. Concern for public image Yes Strive to uphold the Filipino
values
9. Concern for employees No
10. Nation building No

Revised Mission

We strive to provide world-class, fantastic, superb and iconic drinks2/7 through excellent
craftsmanship and technology4/6, in the Philippines and the rest of the world3, crafted by
customer-inspired employees to all walks of life1. We will continuously develop and
enrich our talents9 to maintain market leadership5 and contribute to the nation’s
growth10 while upholding Filipino values8.
Parameters Yes/No Which line
1. Customers Yes All walks of life
2. Products or services Yes Fantastic, superb, and
iconic drinks
3. Markets Yes Philippines and globally
4. Technology Yes Through excellent
craftsmanship and
technology
5. Concern for survival, Yes Maintain market leadership
growth & profitability
6. Philosophy Yes Through excellent
craftsmanship and
technology
7. Self-concept Yes World-class, fantastic,
superb and iconic drinks
8. Concern for public image Yes Upholding Filipino values
9. Concern for employees Yes Develop and enrich our
talents
10. Nation building Yes Contribute to the nation’s
growth

The recommended mission statement highlight’s the company’s concern for all of its
stakeholders. Its mission is to improve the well-being of all the people around them.