Jollibee Company Assignment: Fred David's Vision And Mission Statement

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This chapter will discuss the company‘s vision and mission by analyzing both statements. Furthermore, the vision and mission statement will be revised after the researchers have applied the necessary revisions in line with the prescribed criteria of Fred David‘s nine components for writing a vision and mission statement.

A vision statement defines the optimal desired future state of a company and what it wants to achieve over time. It serves as a guidance and inspiration as to what a company aims to achieve. A mission statement is a statement of the purpose of a company, organization or person, its reason for existing. The mission statement should point the actions of the organization, spell out its overall goal, give a path, and guide decision-making. …show more content…

Jollibee‘s current mission statement is to serve great tasting food, bringing the joy of eating to everyone. The company aims to offer great and affordable food to its customers through products that are made with the highest quality of ingredients such as delicious menu line-up – like its condescending- tasting Chicken Joy, mouth-watering Yum Burger and Champ hamburger, and deliciously satisfying Jollibee Spaghetti – ably accompanied with creative marketing programs, and efficient manufacturing and logistics facilities. It is made possible by devoted teams that work in a culture of integrity and humility, fun and family-like. Every Jollibee outlet greets customers with a clean and warm in-store environment and friendly and efficient service.

The vision statement, a key element of a strategic plan, needs to incorporate many elements. The following list contains elements in an effective vision statement:
• Audacious: A vision represents a dream that‘s beyond what you  think is possible. It depicts the mountaintop your company is attempting to reach. Visioning takes companies out beyond your present …show more content…



Jollibee does not make any mention of any vision statement for their company but only relies on values to guide their operations.

A true mission is a clear and captivating goal that focuses people‘s efforts. In summary, a mission is: a. what a company is here to do; b. a clear and compelling goal that serves to unify an organization‘s efforts; c. crisp, clear, engaging, and verging on unreasonable. Several approaches can be useful to defining a mission such as: a. Targeting set a clear, definable target and aim for it; b. Common Enemy, create a goal focused on defeating a common enemy; c. Role Model, select a well-known success and emulate it.

Insofar as the mission statement is concerned, Jollibee has provided a very brief statement for such. It aims ―to serve great tasting food, bring the joy of eating to everyone. This is a very conservative statement which only complies with three components: customers, product/services, and markets.

Since, Jollibee does not have a vision statement; the researchers created a new vision for the company consistent with its mission and nature of

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