Analysis of Almarai's Vision, Mission, and Business Strategies Report

This report provides a detailed analysis of Almarai Company's vision and mission statements, examining their impact on employee performance and overall business strategies. It reviews Almarai's vision to be the preferred choice in the food and beverage market and its mission to provide quality, nutritious products. The report delves into the significance of mission statements in guiding employees and achieving organizational goals, highlighting the positive correlation between a clear mission and employee motivation. Furthermore, it critically assesses the dangers of a flawed mission statement, discussing how it can lead to miscommunication, demotivation, and ultimately, organizational failure. The report also explores Almarai's business strategies, including its focus on quality production and client trust, and compares them with those of its competitor, Nadec. The conclusion emphasizes the crucial role of mission and vision in shaping employee behavior and driving organizational success, while also pointing out the need for consistency between the stated mission and actual practices to foster employee engagement and achieve desired outcomes.

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Student’s Details

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Contents
Introduction......................................................................................................................................2
Review of vision and mission statement in the company................................................................2
Company the Mission statement and impacts.................................................................................3
Assess the dangers of having a flawed mission statement..............................................................3
Business Strategies in the company.................................................................................................4
Competitor business strategists and compare of the mission statement..........................................5
Conclusion.......................................................................................................................................5
Bibliography....................................................................................................................................7

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Introduction
Organisational vision and mission play a crucial role in an employee's performance. The
mission and vision statement of an organisation helps to set personal objectives to achieve an
organisational vision and provides a clear path or strategy to attain these goals. The mission and
vision have a direct impact on the employee's mind and provides a direction for employees to
pour their hard afford for organisational and personal growth and success (BC campus, 2020).
Although, it is important for the organisational leaders to set clears vision and mission statement
and follows these statements in daily working life in the organisational culture. Because the
difference between vision and mission statements and in real practices in daily organisational
culture may impact adversely to employee performance.
This study covers a discussion of the vision and mission statements of Almarai Company.
The study also includes a critical analysis of these statements and find out the impact of flawed
mission statements on employee performance.
Review of vision and mission statement in the company
Vision statement: “To be the consumers preferred choice by leading in chosen markets
with superior food & beverage products". The vision statement of the company reflects the
aggressive goals of the organisation. That refers that the organisation wants to be a leading
company in the customer's preference in the superior food & beverage products segment
(Almarai, 2020).
Mission Statement: “To provide quality and nutritious food & beverages which enrich
consumers’ lives every day”. The mission statement of the Almarai Company focuses on quality
and nutrition-rich food & beverages to deliver premium experiences to the customers (Almarai,
2020).

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Company the Mission statement and impacts
A mission statement of an organisation is a brief or summary of organisational core
focus, objectives, and long-term aims. This statement includes a brief outline of organisational
strategies towards the attainment of organisational goals and key objectives. The vision
statements also give a direction to employees to achieve organisational goals. Business research
studies reveal that corporate philosophy and mission statements of an organisation have a
significant positive impact on employee motivation and performance (Craig, 2018).
The mission statement of any organisation inspires employees to achieve in the
organisation. In the Almarai Company, the mission statement of the company gives a direction to
employees to deliver customer-centric services by focusing on the quality and superiority of the
products. Thus, employees in the organisation have a clear path that they have to deliver quality
performance on the customer's end.
Assess the dangers of having a flawed mission statement
As discussed that the mission statement of the company improves employee performance
and meaningful engagement in the organisation by motivating and inspiring them to achieve
targets. But the flawed mission of an organisation or difference between mission statement and
organisational practices lead a negative impact on employee performance as well as the
company's brand image and competitive advantage. Employees of the organisation tend to follow
the mission statement as a guide and path towards the achievements of the objectives. Flawed
vision statements lead vagueness in organisational strategies that directly hit employee’s
motivation, performance and satisfaction level in the organisation (Chiemelie, 2017).
Flawed vision statement is also dangerous for an organisation because this statement sets
a tone to develop the plan and communicate purposes of the organisation. Flawed mission

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statements lead to miscommunication and faulty business development plans that may be causes
of organisational failure. The flawed mission statement also results in the inability of the
statements to guide for certain actions towards organisational goal achievement, and miss
guidance for the employee which may lead organisational threats and failure (Darbi, 2012).
However, the mission statement comprises values, purpose and primary reasons for the
job in the job description, the flawed statement also creates ambiguity in the job description
which ultimately results in poor performance and productivity of the organisation that leads
organisational failure.
Business Strategies in the company
The business model of Almarai’s focused on quality production and client trust. The
company is continually committed to improvement in daily organisational operations. The
business model of the company is helpful for the employees and managers to understand the
business and production interrelated processes that enhance the efficiency of quality output.
Focusing on the core value that is the quality, the company has completed the annual ISO
certificate on-site surveillance audit. The core values of the company are adaptable, sharing,
passionate, innovative, respect, and excellence which are associated with the class quality
management principle of the company (Intertek, 2019).
Hence, for quality management, the company uses premium quality ingredients as raw
material. As the company deals in dairy food, so the company uses fresh farm products such as
milk, butter, yeast, fresh fruits for juices and other ingredients. With quality, the company also
ensures safety, hygiene, and protection from unhealthy and chemical processes. The company
also has adopted some policies that empower the customer to take legal action on the quality
measurement of the product offered by the Almarai Company (Singh & Hagahmoodi, 2017).

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With the delivering of quality the company also keeping lower prices as a competitor. For
example, milk delivered by the Almarai Company has less in price as per to Nadec Milk. The
company also has different pricing products in the same product line.
Besides, the company also has a wide product distribution line. The company has a long
farm channel for the procurement of raw material like wheat, butter, fruit, and other required
material. The company also has a long and wide channel for the selling of these quality products.
Competitor business strategists and compare of the mission statement
Nadec is a closed competitor of Almarai Company. The mission statement of the
company is ‘To provide tasty nutritious food, bringing health and happiness to consumers, and
creating value for our people, shareholders, and communities’. This mission statement of the
Nadec Company focuses on taste, nutrition and customer satisfaction with creating the
shareholders of the company and community. The vision statement of the company is “To be a
leading and most successful food companies in the Middle East and North Africa” (Nadec,
2020).
The company is also committed to being the largest and leading food company in the
Middle East and North Africa. The Nadec Company also focuses on the delivery of quality
services. The employees of the Nadec Company put affords on the taste in the products offered
to the customer. Whereas, the mission statement of the Almarai Company pushes the employees
to bring out the best quality in the produce (Scattergood, 2018).
Conclusion
Mission and vision of any organisation are core statements that create an image in
people's and employee mind that about the core values and focus of the organisation. The
mission statement of the company defines a clear path for the employee to proceed with their

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daily job task in the organisation to accomplishment of organisational goals. A mission statement
of any organisation impacts positively to employees by inspiring and guiding the employee to
achieve personal and organisational.
This study concludes that the mission statement of Almarai Company focuses on quality
production. Thus, the mission statement helps managers and employees to develop business
strategies as well as develop a job description of the employee.
This study also discussed the adverse impact of a flawed mission statement in the
organisation. This study concludes that such flawed statement impact adversely to employee
performance and lead organisational failure.

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Bibliography
Almarai. (2020). Mission, Vision & Values. Retrieved February 4, 2020, from Almarai:
https://www.almarai.com/en/corporate/almarai/mission-vision-values/
BC campus. (2020). Vision, Mission, and Goals. Retrieved February 6, 2020, from BC campus:
https://opentextbc.ca/strategicmanagement/chapter/vision-mission-and-goals/
Chiemelie, B. I. (2017, April 18). Impact of flawed mission statement on a company. Retrieved
Feburary 4, 2020, from Ilokabenneth: http://ilokabenneth.blogspot.com/2017/04/impact-
of-flawed-mission-statement-on.html
Craig, W. (2018, May 15). The Importance Of Having A Mission-Driven Company. Retrieved
February 6, 2020, from Forbes:
https://www.forbes.com/sites/williamcraig/2018/05/15/the-importance-of-having-a-
mission-driven-company/#3d4a9f843a9c
Darbi, P. K. (2012). Of Mission and Vision Statements and Their Potential Impact on Employee
Behaviour and. International Journal of Business and Social Science , 95-109.
Intertek. (2019, June 12). Intertek awards Almarai ISO 9001:2015 certification across Saudi
Arabia. Retrieved February 6, 2020, from Intertek:
https://www.intertek.com/news/2019/06-12-intertek-awards-almarai-iso-9001-2015-
certification-across-saudi-arabia/
Nadec . (2020). Nadec . Retrieved February 6, 2020, from Nadec : https://nadec.com/
Scattergood, G. (2018, April 13). NEDEC strengthenes and hand in dairy battle against Almari
with donone sa Acquisition. Retrieved February 6, 2020, from foodnavigator:
https://www.foodnavigator-asia.com/Article/2018/04/11/NADEC-strengthens-hand-in-
dairy-battle-against-Almarai-with-Danone-SA-acquisition

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Singh, A., & Hagahmoodi. (2017). Performance Measurement of Almarai Products and
Customer Satisfaction. International Journal of Management Science , 1-12.