Analysis of Vision and Mission Statements

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Analysis of Vision and Mission Statements


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The A principle value of a company is the belief that the company has embraced values which drives the mission and the vision of that particular company. This definition applies to both principle values of mission and vision statements (Grant, 2015). I am going to analyze the vision and mission statement of yahoo and Google.

Vision statements

Yahoo: “: Our mission is to be the most essential global Internet service for consumers and businesses.” (

Starbucks: “To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.” (

Mission statements

Yahoo: “To connect people to their passions, communities, and the world’s knowledge (

Starbucks :“To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (

According to the two mission statements above, the principle values that can be derived from Yahoo is determination. This is as result of its aggressiveness to innovate and provide alternative internet services to its clients. In addition, another core value that comes out of Yahoo is creativity and motivation. This is supported by their diverse interests to operate in all areas as of the world as supported by their vision statement. This brings out motivation when such missions are achieved.

For Starbucks, the principle value that can be inferred from its vision, which is the belief of the company, is respectful. The company in its mission incorporates an element of uncompromising its principles as it continues to grow in the industry. Commitment is the principle value from its mission and this can be supported by the wording of the vision statement inspiring the human spirit irrespective of the nature of its activities.

When the vision and mission statements of the two companies are compared, some similarities and differences are noticeable. For the mission statement, Yahoo mission involves the strive to provide better internet services to people while Starbucks strives to work hard to make the people benefit out of their services and supporting human rights in the areas they operate to create one neighborhood. It can be noted that the two companies have different missions. The contrasting values between the two companies is that Yahoo values of determination helps the company achieves daily targets by unifying people all over the world and making the whole world operate like a village. For Starbucks, the mission values of respect makes the company earn great support from the clients. Basically the values of each mission statement for the two companies are important based on the nature of the business that each company is engaged in.

Yahoo’s vision statement reveals daily focus of improving the company’s operations in order to keep tract of its achievement. For Starbucks, the key point that comes out clearly is the aim of being the world’s leading purveyor of the finest coffee in the world. The two differ in the sense that as Yahoo focuses on been the best in its operations Starbucks aims to offer the quality coffee to its clients

With regard to companies having comprehensive strategies, this may not necessarily bring about high performance. The key driver of high performance is the leadership of that particular company. Because the company may have a comprehensive mission statement but if there are no proper policies put in place in order to keep the mission in tract, then performance may not be achieved (Hill, Jones & Schilling, 2014). Another key reason why having a comprehensive mission statement may not necessarily bring about high performance is the unity among the employees. This must be dealt with if the company is to achieve its mission, because this is a collective responsibility. An industry specific strategy is a plan by a company on ways to excel in the competitive business world. Therefore, a mission statement is key because it explains the purpose of the company being in business.

A company mission statement normally does not include amounts or numbers or ratios or goals or even objectives, because of one key reason. This reason is measurement. Mission statements cannot be measured neither can it be quantified. Numbers, ratios, amounts, goals and objectives keep changing almost on a regular basis (Gephart & Marsick, 2016). In my opinion, this could be the main reason.

In conclusion therefore, mission and vision statements go hand in hand in terms of its achievement and thus if the mission is not achieved, so the vision will also not be achieved. This requires day to day emphasis on values that will drive the achievement of both.


Grant, R. M. (2015). Contemporary Strategy Analysis 9e Text Only. John Wiley & Sons. Hill, C., Jones, G., & Schilling, M. (2014). Strategic management: theory: an integrated approach. Cengage Learning.

Gephart, M. A., & Marsick, V. J. (2016). Strategic organizational learning. Springer.

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