SM - Assignment 1-Mission Statement Analysis I have chosen...

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Assignment 1-Mission Statement Analysis I have chosen Malayan Flour Mills Berhad which is the pioneer in the flour milling industry in Malaysia as the company to study. The Vision and Mission statement is as below: Vision Statement: “We aspire to be a leading food manufacturing enterprise in the region” Missions Statement: 1. We are the preferred provider and strategic partner in the food industry 2. We drive operational excellence by embracing a culture of continuous improvement 3. We add value to stakeholders by growing economies of scale. An effective vision statement should envision the firm’s future and it is like 'an image of the future we seek to create'. It should provide a vivid and clear picture of optimal future for the business. Looking at MFM current vision statement, I think that it is vague, less engaging and less memorable to the management since most o the food companies likewise produce the similar vision statement such as“…to be leading enterprise in the region”. A vision statement such as "We envision to preserve our position as the market leader of Flour Mills in the region and to become the leader in the poultry and feeds businesses as well within five years.” may propose a clearer picture of what company should working towards and bridge the company’s present position with the imagination of the future. For mission statement, the company did include few components suggested by Fred R. David, The nine components are Customers, Products or services, Markets, Technology, Concern for survival, growth and profitability, Philosophy, Self-concept, Concern for public image and Concern for employees. The first mission statement incorporates the components of Customer, Product & Services 1
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Assignment 1-Mission Statement Analysis and Market. “The preferred provider and strategic partner in food industry” emphasizes the customer-focus philosophy by providing high quality product and service to the targeted market, but it is not well-elaborated. Component such as technology and concern for survival are included in second mission statement, indicated by words “Operational excellence” and “Continuous Improvement”. Third mission statement, adding value to shareholder suggests the component of “growth and profitability” and this indicates the organization committed to the well beings of our shareholders. Components which are missing in the mission statement are Concern for public image and Concern for employees. Social obligation such as reducing waste and pollution at the flour mills and other plants do not included in the mission statement, From my point of view, social obligation has to be included in the mission statement as to shows that company care in the community and gain some creditability from public. Besides, employee is an important asset for company. As for this reason, a sense of care to the employee about their benefit should be included in the mission statement to motivate, reward and retain the subordinates. Company background
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SM - Assignment 1-Mission Statement Analysis I have chosen...

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