Strategic Management

Name of the members:

DAWLANCE
VISION STATEMENT Make Dawlance A Global Brand by Practicing Reliability: Make Pakistan Proud Of Us
Dos Graphic: Directional: Focused: Flexible: Desirable: Feasible: Easy to communicate:

Donts
Not distinctive

HARLEY DAVIDSON
We fulfill dreams inspired by the many roads of the world by providing remarkable motorcycles and extraordinary customer experiences. We fuel the passion for freedom in our customers to express their own identity. Graphic: It is providing a clear picture to their market segment about their brand uniqueness and product (i.e. Motorcycles). Focused: It focused towards provide memorable customer extraordinary. Flexible: They make customize products as per customer needs and preferences. Desirable: Harley-Davidson is an action-oriented, international company, a leader in its commitment to continuously improve its mutually beneficial relationships with stakeholders (customers, suppliers, employees, shareholders, Government, and society). Feasible:

Vision Statement of GILLETTE

The Gillette Companys Vision is to build Total Brand Value by innovating to deliver consumer value and customer leadership faster, better and more completely than our competition. This Vision is supported by two fundamental principles that provide the foundation for all of our activities: Organizational Excellence and Core Values. Attaining our Vision requires superior and continually improving performance in every area and at every level of the organization. Our performance will be guided by a clear and concise strategic statement for each business unit and by an ongoing Quest for Excellence within all operational and staff functions. This Quest for Excellence requires hiring, developing and retaining a diverse workforce of the highest caliber. To support this Quest, each function employs metrics to define, and implements processes to achieve, world-class status.

Strength of vision statement

Graphic: Gillette is very elaborative about what they strive to be by mentioning that they want to grab a better market share by customer leadership, better and faster than their competitors. Directional: Gillettes vision communicates the sense of directions by stating that their performance is guided by a strategic statement for each SBU which is intended for ongoing quest for excellence in operations as well as for the workforce. Focused: Gillette tends to put an extra emphasis on decisions that provide excellence and continuous improvement to each of its SBU.. Feasible: Gillette claims to provide total brand value through innovation. This can be observed in the real market, where Gillette has already pursued its vision several times by brining in innovation and enjoying the decisive advantage by making its competitor quite irrelevant in the global market.

Weakness of Vision Statement

Too Broad: Vision statements should be complete yet concise. Gillette tends to accompany too much in their vision by bringing in innovation, hiring policies, competitors , organizational excellence as well as core values. The emphasis on internal public tends to be too much repetitive in the vision statement. Too reliant on superlatives: Gillettes Vision is too much patronizing because it is filled with conservative words such as world-class , organizational excellence , better than competitor etc.