Internal and External   Environments That Affect Strategic Planning

Internal and External   Environments That Affect Strategic Planning

The mission and vision statement of a company is very vital in dictating the overall performance of the company. It creates an appeal to its target market about their product and services, thus marketing the company. Therefore, selecting a vibrant and achievable mission and vision statements requires transparency. It ensures the company’s sustainability in the present and the future as well as outweighing the competitors to the company. Every company has its own goals and strategies, which dramatically is integrated into the mission and vision statement (Crawford, 2015). This paper will base its focus on the Saudi Arabian food industry — specifically, The McDonald Company, which mainly deals with fast-moving foods in Saudi Arabia and its environs. The company has been the most performing company in Saudi Arabia in the food industry. It is attributed that the contributing factor tops their successful performance id due to the formulated and outstanding mission and vision statements. Both statements exhibit the tenacity of the company to the most competitive in Saudi Arabia (Crawford, 2015). The company has adapted to tweaking the statements to sustain the dynamic business landscape. The strategies formulated by the Company fraternity has led to its sustainability and outweighing their level competitors in Saudi Arabia.

Mc Donald Mission statement

            The company mission statement is, “To be our customers’ favorite place and way to eat and drink.” The target market always forms the main subject of the statement, as displayed in the statement as to their esteemed customers. The company has adjusted the mission statement in appealing to the customers on how they are valued as a significant part of making the business run. The company mission statement not only focuses on satisfying the customers’ needs through their food but also to exceed their expectations in exceeding their demands and requirements through quality fast foods to clients. The major components of the testament are improving the health of their products. The company understands the sensitivity of food when dealing with customers. The company has strategies to keep the food fresh that y the policy keeps on changing. The new policy adopted is “burger cooked when you order.” The other component is a favorite place for customers through the creation of a pleasant environment of their customers (Crawford, 2015). For instance, the company has improved its communication portfolio to its customers through the provision of a WI-FI network within the premises. Therefore, the customers enjoy their top-notch food as they stay updated with contemporary happenings. This makes their customers need to take every meal in the company. Finally, the other component the company is using the statement to achieve is exceeding the expectations of the customers. Despite the company providing top-notch food and services globally, it has other lucrative services to improve the customers’ demand and needs. The company has initiates “Play places and Parties,” which bring the customers together to have fun and enjoy meals (Crawford, 2015).

Mc Donald Vision statement

The company vision statement is “to move with velocity to drive profitable growth and become even better Mc Donald serving more customers delicious food each day around the world. This provides the future trajectory of the company in keeping track of its operation in ensuring sustainability as the competitors are concerned. The statement of the company has retained the previous goal of the company, which goes in progressive growth while offering their customers the best products and services. The current vision statement is more specific in that it has critical outlines elements (Crawford, 2015). One of the components is to move towards growth. This shows the company’s ambition to improve in their market structure better than the current market demand. All this is achieved through the company focusing on its strategic plan while diversifying its operations. To make this aspect more vibrant, the company has been venturing into a new market niche while maintaining the company brand at high standards. The acquisition of a new market has been the reason for the growth of the company to reach the global market.

Another component is better at serving customers. The company has never been contented with the quality it has. The company is led by a team of experts in every section to ensure quality fast food meet the customers’ demand and needs. The company market improvement is also an are of its growth through the incorporation of experts who are always on the lookout for new approaches. The company is also in progressive training, thus summing up to the company’s future perfections. These are evidenced through company sustainability as a leader in the market in the past five years in the food industry. The last component is the global market. The presence of the company brand globally adds up to the growth and profitability of the company. Recently, the company has conquered the food industry by setting up a new joint across the globe.

One of McDonald’s competitors is Tasali Snack Foods. The two competing companies have been displayed through their competitive sales in Saudi Arabia. The mission of the companies is the reason for maintaining their competitiveness (Crawford, 2015). The mission of Tasali Snack Foods is to “deliver operational excellence to our customers in each of our restaurants, and achieve enduring profitable growth by expanding the brand and leveraging the strengths of the Tasali Snack Foods system through innovation and technology” (Al Halaseh, & Sundarakani, 2012). However, the mission of the company is vibrant to offer competition to the McDonald company. Its terms of sustainability, the mission of the two companies is dynamic. McDonald’s outweighs its competitors by focusing on the global market other than just the local market, as outlined by Tasali Snack Foods. Therefore, the performance of McDonald’s is higher as compared to Tasali Snacks limited. Focusing on broad market niche i.e., globally, attracts a lot of customers, thus ruling out Tasali Snacks Foods.

Dangers of a flawed mission statement

Considering that the mission for a company is the roadmap of where the company wishes to be in the future, a flawed roadmap will bring about an erroneous destination. The mission of the company always makes sure the company sticks on the right path of its operation through the implementation of vibrant strategies. These missions bring about the sustainability of the company as well as out-competing their significant competitors in the market. When there exists a flawed roadmap in accomplishing the mission of the company, it will not allow the company to attained its objectives (Crawford, 2015). The objectives of the company ensure that the company can keep track of their performance and attain the formulated objectives. However, when the company deviates from its mission due to internal or external factors. For instance, if McDonald Company had a flawed mission, they would not have to stick to their objectives of globalizing their market niche. The mission is so clear that the company is working towards achieving the global market to increases its profitability by setting out joints. However, if the team becomes reluctant together with the company fraternity, all this would be a nightmare, thus reducing the performance of the company.

Also, a flawed mission will pave the way for its competitors to outweigh its market niche. If a company derives a mission which it is impossible to achieve and only exists in theory, then the customers will be depreciating as time progresses, thus reducing the sustainability of the company in the market. For instance, McDonald has formulated a flawed mission decorated with attractive words, at first, the customers would be blindfolded by their vintage mission only to realize after some time that their mission is doomed (Al Halaseh, & Sundarakani, 2012). They would shift since their demand and needs cannot be met to buy the company. As a result, their competitors would take advantage and gain McDonald’s customers; thus, their performance in the market reduces, and the company will be closed down in a period.

References

Crawford, A. (2015). McDonald’s: A case study in glocalization. Journal of Global Business Issues, 9(1), 11.

Al Halaseh, L., & Sundarakani, B. (2012). Study on quality attributes of halal food supply chain. International Journal of Logistics Economics and Globalisation, 4(1-2), 20-34.