Compare and Contrast between Vision and Mission
Describe about the Introduction of Management for Vision and Mission Statements.
Vision and mission statements are the key elements of strategic planning of an organization. Vision and mission of an organization explain that what and how the organization would achieve the business goals and objectives. Both of these statements seem close to each other, but these are different. Simply, mission statement explains that what a company wants to do now while vision statement describes that what a company wants to be in the future (King et al, 2011). The organizations namely Brambles and Blackmores are different from industry wise. So the vision and mission statements of both organizations are distinct from each other.
Mission of Brambles: The mission statement of Brambles is “To be the world's leading provider of innovative business solutions in support services, and to use our outsourcing expertise to add exceptional value in the eyes of our customers to create superior shareholder value through our people and their enterprising spirit.” Brambles’ mission is to be the world’s leading logistic service provider. In addition to this, it wants to use the outsourcing expertise to create more values in the business (Brambles, 2015).
On the other hand, Blackmores is a manufacturer and distributer of vitamins, minerals and nutritional supplements. These companies operate in different markets and they plan different marketing strategies to compete in the market. The vision statement of Blackmore is “we are passionate about natural health and inspiring people to take control of and invest in their wellbeing. We develop products and services that deliver a more natural approach to health, based on our expertise in vitamins, minerals, herbs and nutrients”. Vision for the Brambles leads to achieve the purpose and goals that helps in fulfilling and satisfying the needs. Blackmores vision statement would help to establish the unique contribution that the organization makes to society. Vision of the company would be the end but the mission of Brambles is the journey for the life.
Every organization has a set of values that guides the perspective of organization as the organization’s actions. The core values of organization help to face the problems and issues. In addition to this, values are the standards that guide our conduct in different manners. Blackmores consider the values as the core business purposes of the company. Organization has behavioral and aspiration values, which are supported by the legal policies and procedures. Organization is integrated and committed towards the personal, professional and business behavior. Nutrition and vitamins manufacturer Brambles is passionate towards the success. The business operations of Blackmores are wholly depended on the customers. Company’s consumer is the key elements that create value for the organization. It is dedicated towards the safety, diversity, people and teamwork. It is bringing innovation in products of nutrition and vitamins to create better image in eyes of customers.
Mission of Brambles
Blackmores offers the resourceful use of nature. Its core values are also linked to the community and environment, where it is operating. Brambles is committed towards the zero harm policy, no environment pollution and no impact on the human rights (Blackmores, 2011). Additionally, both organizations have similarity in integrity and respect for community. Along with this, both organizations are dedicated towards social responsibility. Blackmores has invested in a formal learning program with a focus on innovation. More importantly, Blackmores understands that fully harnessing the skills, ingenuity and passion of its people is critical for becoming a truly innovative health leader. These values support management to take an effective decision.
Corporate social responsibility refers to the operating the business in a manner that accounts for social and environmental responsibility that is sustainable in nature. CSR is the commitment by business to behave ethically and contribute to economic developments while improving the life of employees and their families as well as the local community and society (Klettner et al, 2014). Furthermore, it promotes the vision of organization accountability to stake holders and investors. Blackmores is passionate towards the healthy societal people and environment. It is a manufacturing organization. By its operations, some pollution may be hazardous. So, Blackmores focuses on the better packaging, increasing recycle rates and developing innovative packaging. To support the CSR activities Blackmores used glass for its superior protection in recyclability. Along with this, major product of this organization is packed glasses. It has an employee charitable scheme in which 0.5% of taxable amounts of employees are donated for the wellbeing of society (Blackmore, 2016). Responsibility of organization is integrated into company’s action, which is communicated to the internal and external stakeholders. With this, effective corporate CSR is implemented by company in all brands and products. At the same time, for giving back to the community, Blackmores is associated with many charitable and welfare organization such as Cancer Council, Bilgola Surf Life Saving Club and Heart Research institute. Similarly, Brambles also supports the sustainable living of the organization and community. This organization has been included in Dow Jones sustainability index for second time in 2015. On the basis of a survey of DJSI the all over performance of this company is good from analysis of environmental and social performance, risk management, climate change mitigation, supply chain standards and labor practices. The organization focuses on excellence of information Technology (IT) management, and knowledge regarding to sustainability (Tabara and Chabay, 2013).
Comparison of Values
For CSR policy Brambles uses the inherently sustainability model to contribute in circular economy and make the supply chain system for customers in more sustainable way. Along with this, to overcome the environmental pollution, the company has reduced 3,000 tones wastage, saved 1.38 million trees and 5,500 tones of fuels for airline customers. It has collaboration with CHEP to innovative transportation management (Brambles, 2015). “Brambles” views sustainability in terms of preserving the resources of earth. Furthermore, it addresses the human rights, corporate governance, health and safety environmental effects, working conditions and economic developments in its business operations. The value statements add value in company’s performance and strategic/smart goals of business.
Stakeholder is an internal or external party that is having interest in organization. Stakeholders are directly related with the financial performance, brand image, shareholders values and management of the company. These parties can impact the organization, objectives, strategic policies and operation of the company. Stakeholders are the valuable assets for the company. Main stakeholders of an organization are the creditors, debtors, employees, owners, suppliers and community. In addition to this, falling of relations with any of the stakeholders can create problem for organization.
Brambles is a supply chain company and Blackmores is the nutrition and vitamins manufacturing company. Mainly, these both companies have same stakeholders such as management, customers, suppliers and stakeholders. Blackmores and Brambles have differentiation in customer base because Brambles supplies the logistics to the end customers, which are retailers and whole sellers. On the other hand Blackmores provides the nutrition and vitamins to the consumers. At the same time, the suppliers for both companies also differ from each other. Blackmores gets the raw resources from the local peoples like farmers and local community. Brambles is a supply chain management, so it delivers the service to the customers. Along with this, Brambles follows a code of conduct which helps in proving the legal and ethical frameworks for all the employees of organization. For implementing the code of conducts like CSR, environment policy, risk management and anti bribery and corruption policy, company provides the induction and training to the followers (Brambles, 2016). It also identified that an effective communication process is followed to promote the investors, employees and suppliers.
On the other hand, Blackmores gives importance to the successful management of health safety and environmental issues for employees, customers and community. For investors purpose the company is transparent towards disclosure of the reporting and auditing of company’s financial performance. It has established an audit and risk committee to provide the whole information, which ensures that the problems and risks are effectively managed. This company is successful in making the timely and balanced disclosure policies for investors that all are having equality for information about the position, performance and ownership. Furthermore it respects the rights of shareholders. Blackmores has a fair remuneration policy for workers and has designed committee for managing all responsibilities of towards the remuneration. On the other hand, Brambles provides the service with the collaboration of CHEP and IFCO. It is committed towards flexible working arrangements that help employees to work in efficient environment.
Comparison of Corporate Social Responsibility/ Sustainability
SMART is a practical approach which stands for Specific, Measurable, Attainable, Relevant and time bound. Brambles has the specific objectives for providing the service to the users. The core focus on this company is on making happy and healthy customers and fulfilling the lives of the community. This can be measured by the customer base of the organization and it is reachable by the strategic planning by the management. These objectives are also for a definite period of time in which it would be achieved. On the other hand, Blackmores has the purpose to improve the lives of people by delivering the world’s best natural health solutions. For this organization brand strength, natural health expertise, people values and culture and quality are the value drivers. To achieving the goals and objectives of the company, management frames the strategic planning that includes building a brand, developing the products, extensions of brands into new segments. To gain the objectives, Blackmores develops and trains the people for operational excellence.
Analysis of SMART objectives
SMART objective of Brambles is to provide the service to the users with the care and attention. This company established a system of supply chain management that regulates the entire process of the organization. It is committed towards providing service on time to the customer and to become successful leader in logistics industry.
SMART objective of the Blackmores is to provide the natural healthy and qualitative products that can create the positive image of the company and can attract more customers. The achieving of the objectives would result into a leading company in health products at globe.
Both the organizations have set goals and objectives that are believable by the all consequences that are planned to be achieved. Blackmores has established its brand image in the market and it is providing the quality products. For evidence the organization has selected the most trusted vitamins and supplement brand in 2014 (Blackmore, 2015). This organization has introduced changes in the business structures for achievement of the goals of export service in the market. Blackmores aims is to reach people with better service. This organization is committed towards making the people satisfied and to reach objective of diverse workforce. It is enabling the flexible working environment at its venue. It is also believable that company enhanced the controlling and improved the supply chain management. Brambles has acquired the Ferguson group, which shows that company has an opportunity to enter into new supply chain that would create value for organization. The company believes in culture of innovation to satisfy customers and to meet out the SMART business goals. Furthermore, it is able to pay the debts and dues in business.
On the basis of above analysis, it can be concluded that both companies namely Brambles and Blackmores are successful in their business. Both the companies are effective in achieving the goals and objectives that are specified in their strategic statements. Customer base of both the companies is continuously increasing over the years. Moreover, it can also be concluded that SMART objectives of both Blackmores and Brambles are believable and achievable. These add value in the performance of organization. Brambles is able to provide the high quality service of supply the logistic. Blackmores has made a strong image in the eyes of consumers, which supports its growth.
Klettner, A., Clarke, T. and Boersma, M. 2014. The governance of corporate sustainability: Empirical insights into the development, leadership and implementation of responsible business strategy. Journal of Business Ethics, 122(1), 145-165.
Brambless 2016. Brambless Annual Report 2015. Retrieved from: file:///C:/Users/sd/Desktop/Narpat%20Beniwal/2015_Sustainability_Review%20of%20Bramblesss.pdf
Blackmores 2016. Corporate Governance Statements. Retrieved from: file:///C:/Users/sd/Downloads/The%20Corporate%20Governance%20Statement%202016.pdf
Brambless 2016. Brambless Annual Report 2016. Retrieved from:
Brambles (2015). Brambles Annual Report 2015. Retrieved from:
Ft 2015. Definition of corporate social responsibility. Retrieved from: https://lexicon.ft.com/Term?term=corporate-social-responsibility--(CSR)
Blackmores 2011. integrating sustainability into business practices: a case study approach. Retrieved from: file:///C:/Users/sd/Downloads/Blackmoress%20(2).pdf
Tabara, J.D. and Chabay, I. 2013. Coupling human information and knowledge systems with social–ecological systems change: Reframing research, education, and policy for sustainability. Environmental Science & Policy, 28, 71-81.
King, D.L., Case, C.J. and Premo, K.M. 2011. A mission statement analysis comparing the United States and three other English speaking countries. Academy of Strategic Management Journal, 10, 21.
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