Saudi Food Industry: Vision and Mission Statement Analysis - MGT 520

This report critically analyzes the vision and mission statements of Almarai and Nadec, two major companies in the Saudi Arabian food and beverage industry. It begins by outlining Almarai's vision and mission, emphasizing its focus on consumer preference for exceptional food and beverage p...Read More

Running head: COMPANY VISION AND MISSION
Company Vision and Mission
Name of the student
Name of the University
Author note

1COMPANY VISION AND MISSION
Table of Contents
Introduction................................................................................................................................2
Vision and the mission statement of Almarai............................................................................2
Comparison of mission statement of Almarai and Nadec..........................................................3
Effect of flawed mission statement............................................................................................3
Effect of Almarai mission statement flaw..................................................................................4
Conclusion..................................................................................................................................4
References..................................................................................................................................5

2COMPANY VISION AND MISSION
Introduction
Vision statement helps in declaring the objectives of an organization and it helps in
guiding the internal decision-making of a firm. It is a road map of a company and it attracts
and motivates the employees of a company. Almarai Co. refers to largest dairy company
within Saudi Arabia in terms of the market value which is instrumental in operating the dairy
farms (Almarai.com., 2020). The company is also involved in marketing the dairy products
along with the fruit juices that have helped the company in expanding its presence across the
world. This report talks about the vision and the mission statement of Almarai and compares
the mission statement of the company with that of the competitor Nadec. The report discusses
about the main differences in between two statements that can have an effect on the
performance of a firm. This report elucidates on the dangers of the flawed mission statement
and how the flaws can have a detrimental effect on Almarai.
Vision and the mission statement of Almarai
The vision statement of Almarai talks about the fact that the company wants to
become the preferred choice of the consumers with the help of its exceptional food along
with the beverage products. The consumer preference and the taste is an important aspect in
the present age and the company wants to attest to the needs of the consumers so that it can
rise to prominence in the present age (Kirkpatrick, 2017). The mission statement of Almarai
lays emphasis on “quality” and “nutritious” so that it can enrich the lives of the consumers on
the everyday basis. It lays bare the fact that the company is concerned about the health of the
people. It can appeal to the needs of the people that can help the company in becoming
popular in the market. The mission statement reveals crucial details about the intrinsic values
of the company which can help the company in benefitting the stakeholders (Jantz, 2017). It
shows that the people in the company are passionate about their work and they want to strive

3COMPANY VISION AND MISSION
the exceptional results for the company. It can however be added that the mission statement is
not ideal as it does not talk about how the company can bring value for shareholders along
with the communities.
Comparison of mission statement of Almarai and Nadec
The mission statement of Nadec talks about bringing the health along with the
happiness to the consumers that can be instrumental in creating the value for the people. The
company wants to serve the shareholders along with the communities so that it can rise in
popularity among the people (Nadec.com., 2020). Mission statement of the company can be
said to be superior on account of the fact that it lays emphasis on enriching lifestyle of the
community that can help it in its survival in the competitive environment. The sustainability
is an important element that can help a company in becoming popular among the people. The
mission statement of Almarai only harps on providing the nutritious food along with the
beverage but it does not emphasize on being committed to the greater needs of the society
along with the community (Alegre et al., 2018). Nadec wants to abide by the highest quality
standard so that it can become the leading company within Middle East along with the North
Africa. The company is committed to deliver the innovative products so that it can be of
worth for the community along with the stakeholders. The vision of Nadec shows that it is
accountable to the society that can be helpful in driving the performance of the company.
Effect of flawed mission statement
There are dangers in the path of a company in the event of it taking recourse to a
flawed mission statement. The flawed roadmap would prevent the company from reaching its
objectives and it would have an effect on the element of the profitability of a company. It can
ruin the reputation of a company and the company would not be able to attain the objectives
in the event of having a flawed mission statement. It can potentially pave the path for the

4COMPANY VISION AND MISSION
failure of the company as the principles of the company would act as a barrier in the path of
the progress of the company (Gulati et al., 2016). It would not be able to guide actions and
define purpose of company that would not enable the company in attaining the primary
objectives. Mission statement can help a company in targeting the right audience with its
products along with the services and flawed mission statement can act as a barrier in the path
of development of a company.
Effect of Almarai mission statement flaw
The gaps in the mission statement of Almarai can have a detrimental effect on the
performance of the company. The mission statement of a company should be all
encompassing so that it can achieve the long term goals in a strategic manner. Mission
statement should be comprehensive that can help in identifying core strengths of company. It
would prevent the company from achieving the futuristic goals and have a negative effect on
the profits of the company (Taiwo, Lawal & Agwu, 2016). It would have a negative effect on
the return of the investment and the annual revenue that is earned by the company. It would
not be able to guide the business decisions in the organization towards the future success of
the company. The organization would not be able to earn the profits that would give the other
companies with an edge above Almarai.
Conclusion
Vision statement of Almarai emphasizes on the fact that the organization wants to
earn the favour of the people by taking recourse to exceptional food products. Nadec with the
aid of its mission statement wants to create value for customers by bringing happiness in their
lives. It wants to serve shareholders in truest sense so that it can become popular among the
people. Roadmap of company in the event of being flawed can prevent company from

5COMPANY VISION AND MISSION
attainment of the objectives. Almarai would not be able to attain futuristic goals that would
prove to be detrimental for the growth of company.

6COMPANY VISION AND MISSION
References
Almarai.com. (2020). Mission, Vision & Values. Retrieved 23 February 2020, from
https://www.almarai.com/en/corporate/almarai/mission-vision-values/
Alegre, I., Berbegal-Mirabent, J., Guerrero, A., & Mas-Machuca, M. (2018). The real mission
of the mission statement: A systematic review of the literature. Journal of
Management & Organization, 24(4), 456-473.
Gulati, R., Mikhail, O., Morgan, R. O., & Sittig, D. F. (2016). Vision statement quality and
organizational performance in US hospitals. Journal of Healthcare
Management, 61(5), 335-350.
Taiwo, A. A., Lawal, F. A., & Agwu, E. (2016). Vision and Mission in Organization: Myth
or Heuristic Device?. The International Journal of Business & Management, 4(3).
Kirkpatrick, S. A. (2017). Toward a grounded theory: A qualitative study of vision statement
development. Journal of Management Policy and Practice, 18(1), 87-101.
Jantz, R. C. (2017). Vision, innovation, and leadership in research libraries. Library &
Information Science Research, 39(3), 234-241.
Nadec.com. (2020). Retrieved 23 February 2020, from
https://nadec.com/nadec-world/mission-vision-values/