Comparison Report: Aristocrat Leisure Limited & Fortescue Metals Group

This report offers a comprehensive comparative analysis of Aristocrat Leisure Limited (ALL) and Fortescue Metals Group (FMG). It begins with an executive summary and introduction, then delves into the companies' missions and visions, followed by a SMART analysis of each. The report examines their core values, corporate social responsibility (CSR) initiatives, and stakeholder analyses, highlighting key differences and similarities. The analysis includes an evaluation of the believability and value-added aspects of the companies' statements. The report concludes by summarizing the key findings and emphasizing the role of vision, mission, and CSR in business strategy. References from academic sources are also included.

[ Compare and Contrast between Aristocrat Leisure Limited & Fortescue Metals Group]
2017
Aristocrat Leisure
Limited & Fortescue
Metals Group
xxxxx

Executive Summary
The below report is carried on to emphasize on the differences between the two companies that is the
Aristocrat Leisure Limited and Fortescue Metals Group. They both are two different entities. The main
aim of the report is to understand the visions, missions and social responsibilities amongst other things.
Furthermore it also includes the SMART analysis of both the companies. The various statements of the
companies are analysed and conclusion is drawn from the same.

Contents
Executive Summary.....................................................................................................................................2
Introduction.................................................................................................................................................2
Mission and Vision.......................................................................................................................................2
SMART Analysis-......................................................................................................................................2
Values..........................................................................................................................................................3
SMART Analysis-......................................................................................................................................3
Corporate Social Responsibility...................................................................................................................4
SMART Analysis-......................................................................................................................................4
Stakeholder analysis....................................................................................................................................5
Conclusion...................................................................................................................................................5
REFERENCES................................................................................................................................................6

Introduction
Aristocrat Leisure Limited and Fortescue Metals Group are two very different entities. While Aristocrat
Leisure Limited is a company that manufactures gambling and gaming machines, Fortescue Metals Group
is involved in the mining of metals. In this essay we shall discuss their similarities and differences with
the aim to gain insight into their working, visions, missions and social responsibilities amongst other
things. Below mentioned are the various criteria and characteristics that define these companies, along
with a SMART analysis to the respective criterion. SMART stands for Specific, Measurable, Achievable,
Realistic and Timely and is a test or a tool that can be used to analyse the current situation in any
organization while at the same time increasing its chances of achieving its goals. Also, the below
mentioned statements shall be analysed as to whether they are “believable” or simply add value to the
company.
Mission and Vision
Following are the vision or mission statements of the two companies-
a) Aristocrat Leisure Limited- “To create the world’s greatest gaming experience every day
(Blakeney, 2012) is the mission of this company. The company believes that to render people
with the world’s best gaming experience, one need to have more than just talented people and
using advanced technologies. They give utmost importance to integrity, respect, courage and
passion. According to the company’s beliefs, these characteristics are what define them.
SMART Analysis-
i) The above mentioned statement is very specific as the company knows that they want to
provide their users with the best possible gaming experience ever.
ii) The measurability of the statement is relative in the sense that the company want to “be the
best”. There are no comparable numbers that can be measured.
iii) The goal is definitely achievable. To provide the best services in any field, the company has
to strive for perfection.
iv) The goal is also realistic.
v) The statement doesn’t mention anything related to the completion of their goals within a
fixed period of time.
The company’s goals are believable. In addition to this, they do also add value to the company.
Costumers, when they see that a company is providing quality services and experience, tend to
become permanent clients and have faith in the company. This adds to the brand value of the
company.
b) Fortescue Metals Group- the Company’s vision is that “of being the safest, lowest cost and most
profitable iron ore producer (Romney & Steinbart, 2012) in the world. They give immense
importance to the safety of their workers.

SMART Analysis-
i) The company’s mission is specific as they want to produce iron ore at the most profit in the
lowest cost.
ii) The statement is similar to that of Aristocrat Leisure Limited in the sense that there are no
quantifiable numbers mentioned.
iii) Their vision is achievable. It is possible to produce iron ore at the lowest input cost and earn
maximum possible profits.
iv) Their vision is realistic.
v) There is again a similarity in the visions of both the companies as there is no mention of time-
related issues.
Another similarity emerges in the vision and missions of both the companies. All of the goals or
objectives of Fortescue Metals Group are believable as well as add value to the company’s goodwill
and reputation.
Values
“Values can set a company apart from the competition by clarifying its identity and serving as a rallying
point for employees (Lencioni, 2008)”. Following are the values of both the companies-
a) Aristocrat Leisure Limited- the core values that this company is built on is passion, courage and
respect. They work to incorporate these values into their organization every day and encourage
others to do the same.
b) Fortescue Metals Group- “Safety and family are at the core of our culture and values (Romney &
Steinbart, 2012). Their core values include- safety of all the workers in their company,
empowerment of every individual, caring for one and all, frugality, enthusiasm, courage and
humility.
SMART Analysis-
i) Both the company’s core values are specific. While ALL lays emphasis on passion and
courage to provide an amazing, one of its kind gaming experience, FMG on the other hand,
focuses on the safety of its employees and caring for one another. The difference in the values
of the companies arises due to the fact that both the companies are different from one another
to their core.
ii) The companies vision do not provide any measurable data and rely on words such as “best”,
“lowest” or “most profitable” to describes their goals.
iii) Both the company’s visions are achievable.
iv) The company’s visions are also very realistic. Aristocrat “spends something like $120 million
a year on research and development (Annoynomous., 2013). This is a lot of money. If the
company utilizes its funds properly, it can definitely achieve its goals and objectives in
actuality (Crane, 2008).
v) There is no mention of time related goals or objectives in both the company’s statements of
core values.

The core values of a company are its foundation. This is what the company is built on and what it
stands for. The core value is what some would call “is the soul of the brand and the inner spirit when
building a brand (Xiangyin Li, 2015). Both the company’s core values focus on qualities such as
passion, courage and humility, all of which are “believable”. When a company is associated with
positive characteristics, it adds to its value. Such is also the case of the above companies.
Corporate Social Responsibility
Often abbreviated as CSR, the Corporate Social Responsibility of a company refers to the action of
taking responsibility for its actions by the company, be it related to acting towards the benefit of
society or a company’s moral obligation to not indulge n activities that can prove to be harmful to the
environment or the ecosystem. Following are both the company’s CSR.
a) Aristocrat Leisure Limited- the Company’s website does not mention much about the company’s
CSR towards the environment. However, there is mention of the company being involved in a
number of charities and fund raising events.
b) Fortescue Metals Group- The FMG takes Corporate Social Responsibility very seriously; they are
involved in a number of activities which give back to the environment as well as their
community. A few of these activities include- being responsible for the impact the company’s
manufacturing has on the environment, giving educational grants to those in need and recruiting
aboriginal people in their company.
SMART Analysis-
i) Both the company’s CSR are specific to what they do. While ALL is more involved in doing
charities and fundraising, FMG believes in giving back to the community in other ways.
ii) Social responsibility or sustainability is hard to measure.
iii) All of the actions of sustainability as well as social responsibilities of both the companies are
achievable. The companies have been involved in giving back to the community and the
environment in their own ways.
iv) Both the company’s websites provide data to prove their achievements and how they have
contributed their share to the betterment of the society and environment.
v) The above mentioned activities have been completed within a given time as the companies
thrive to do more and give back as much as possible.

Stakeholder analysis
“Although a rich body of literature surrounds stakeholder theory, a systematic process for identifying
health stakeholders in practice does not exist (Schiller & Winters, 2013). Stakeholders in a company are
people who are directly involved in the working of the organization and have a concern or interest in its
business. Following are the similarities and differences in the 2 company’s stakeholders-
While ALL stakeholders includes is chairman, managing directors, CEO and non executive directors, the
stakeholders of FMG include a long list of investors in addition to the above. “Stakeholders include those
who have some kind of claim on the services of the organization (Lee, 2014)”.
Conclusion
As mentioned above, Aristocrat Leisure Limited and Fortescue Metals Group are two different that are
involved in completely different businesses. However, there are many things that they have in common as
well as some which they don’t. A company’s vision or missions are core entities that form the rest of its
operating structure. A SMART analysis can help in determining the status of a company’s visions and
missions, and assess whether these are realistic and achievable in a given amount of time. This can help a
company to understand its limitations and strengths and act accordingly. From the above mentioned, one
can understand the role a company plays in giving back to the environment and community in more than
one way. It is a company’s social responsibility to act in a way that is beneficial to one and all. Also, the
stakeholders in a company are the most important contributors and people who are involved in tis
working.

REFERENCES
Annoynomous., 2013. Gamblingmachines and the Automation of Desire. PLATFORM:Journal of Media
and Communication, pp.34–51.
Blakeney, M., 2012. Intellectual Property Enforcement: A Commentary on the. - Page 151. 2nd ed. New
York: Cengage. Available at: https://aristocrat.com/about [accessed 19 September 2017].
Crane, A., 2008. The Oxford Handbook of Corporate Social Responsibility. New York: Cengage.
Lee, K., 2014. Who are the stakeholders? The Journal of Technology Studies, pp.2-8.
Lencioni, P.M., 2008. Make Your Values Mean Something. Harvard Business Review.
Romney, M. & Steinbart, P., 2012. Accounting Information Systems Australasian Edition - Page 371. 3rd
ed. London: Springer Publications. Available at: http://www.fmgl.com.au/about-fortescue/our-culture
[accessed 17 September 2017].
Schiller, C. & Winters, M., 2013. A framework for stakeholder identification in concept mapping and
health research: a novel process and its application to older adult mobility and the built environment.
British Columbia: BMC Public Health.
Xiangyin Li, C.S., 2015. A Study on the Core Values of the Brand. Journal of Service Science and
Management, pp.868-73.