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It is important as a doctoral learner to know about competitive advantage and the difference mission, vision, and strategies each organization use. Every organization has its own direction of how the company mission and vision. This assignment will explain three different organization mission and vision. The explanation will also address what strategy the companies use to keep their competitive advantage. The first section will explain Walmart mission and vision strategy for its competitive edge. The second section will explain Starbucks mission and vision and how they keep their competitive advantage. Finally, the last section will explain the mission and vision for the Disney Company and how they use strategy to gain a competitive edge.
Walmart Mission and Vision
Walmart mission is based on the principals that the founders Sam Walton founded Walmart 1962 to provide low price for all consumers. Sam Walton philosophy was to make sure people spent the least amount of money so they can afford other necessary expenses in life. Their slogan is “Save money. Live better.” According to Fergusion (2019), “Walmart’s business strategies involve using price as a selling point to attract target consumers” (pg. 2). Walmart save consumers money keeping their prices low comparing to supermarkets, electronics stores, home improvement store, pharmacy, and department stores that higher and the same quality. Walmart mission is to keep the prices lower than the competitors.
Walmart vision is to focus on how to save consumers money throughout the store. Their vision is to be a focus on consumers and employees. Walmart is determining to have business flexibility in making sure consumers are treated with respect. Walmart based their vision of key factors. The key factors are:
- “Values, Moral and Ethical stance”
- Competitive “markets, products, and services”
- Gain a “competitive” advantage
Walmart organization strategy is based on the principle that was established by Sam Walton 57 years ago which is everyday low prices for all customers so they can save money and live better. Walmart completive advantage strategy focuses on three factors that make Walmart so successful and they are:
|Customer flexibility of the Shopping Experience|
Starbucks Mission and Vision
Starbucks mission is inspiring and treat customer as friendly and respectful every service possible and same with the environment the store is located in. This is how the organization establishes its business. Their strategic planning in being competitive is two elements:
- “Inspiring and Nurturing the human spirit”
- Friendly service for customer at a time.
“Starbucks inspires and nurtures the human spirit starts with the employees.” Starbucks may be a big corporation now they want to run the company as a small business, where the employees are friendly and curious to the customers. Starbuck uses the customers first names when giving the order by doing that it communicate with the employee serving them. Friendliness and courtesy are strong indications of the prosomal approach to the customers and employees.
Starbucks vision to establish one of the finest coffees “in the world while maintaining inspiring and nurturing the human spirit one customer, one cup and one community at a time.” That is their principle. Starbucks vision has four elements:
|Premier purveyance = providing the best quality.|
|The “finest coffee in the world”|
Starbucks organization strategy is based on this principle “to inspire and nature the human spirit – one person, one cup and one neighborhood at a time.” Their completive advantage strategy focuses on four factors that make Walmart so successful and they are:
- Offering customers experience- customers can use the Wi-Fi in a relaxed and comfortable environment for work or a student in school. Customers knew the environment is relaxed and comfortable so either they can with friends or by themselves in a peaceful environment.
- Highest quality coffee
- Growth- in total, 2719 new stores opened during the last two years.
- Integrating technology- new technology being developed for the customers for quicker service and Wi-Fi
Disney Company Mission and Vision
Disney Company mission statement is using their portfolio to different the company, they look to develop creative, innovative and great entertainment experience to related Disney around the world. The three factors are:
- Content, services, and consumer products
- Develop imagination, creativity, and new innovation
- Entertainment around the world
For example, content, services, and consumer products mix in Disney’s marketing mix. According to Williams (2019), in relation, these product classifications partially determine the divisions and subsidiaries, such as Pixar, included in Disney’s corporate structure.
Disney vision is “to be the world’s leading producers and providers of entertainment and information.” The three factors are:
|Entertainment and information|
Jurevicius, O. (2013).
I show how the important factors as a doctoral learner to know about competitive advantage and the difference mission, vision, and strategies each organization uses The organization has its own direction of how the company mission and vision. This assignment did explain three different organization mission and vision. The explanation did also address what strategy the companies use to keep their competitive advantage. The first section did explain Walmart mission and vision strategy for their competitive edge. The second section did explain Starbucks mission and vision and how they keep their competitive advantage. Finally, the last section did explain the mission and vision for the Disney Company and how they use strategy to gain a competitive edge.
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- Jurevicius, O. (2013). SWOT analysis of Walt Disney. Strategic Management insight,1-5.
- Olaru, S. (2009). Reconsideration of competitive advantage in marketing. Economics Management & Financial Markets, 4(4), 204-211. Retrieved from http://proxy1.ncu.edu/login?url=https://search.ebscohost.com/login/aspx?direct=true&db=bth&AN=49074732&site=eds-live
- Ulrich, D., & Lake, D. (1991). Organization capability creating competitive advantage. Executive (19389779), 5(1), 77-92. https://doi-org.proxy1.ncu.edu/10.5465/AME.1991.4274728
- Williams, A. (2019). Walt Disney Company’s mission statement & vision statement (An Analysis). Panmore Institute, 1-4.
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