Strategic Management Project: Vision and Mission Analysis Report

This project offers a comprehensive analysis of the vision and mission statements of two prominent universities in the UAE: Zayed University and Khalifa University. The assignment delves into the core components of each university's vision and mission, evaluating their clarity, inspiring qualities, and alignment with strategic objectives. It examines the strengths and weaknesses of each statement, assessing how well they reflect the universities' goals, values, and competitive advantages. Furthermore, the project includes a review of the universities' stated goals and values, as presented in their publications and websites. The analysis encompasses a comparative approach, highlighting the similarities and differences in their strategic approaches to higher education, research, and community engagement. The project is designed to provide insights into strategic management principles, organizational leadership, and the importance of clear vision and mission statements in achieving institutional success. The project also reviews the mission statements, assessing components such as customer focus, products/services, markets, technology, financial soundness, philosophy, self-concept, public image, and employee value. Finally, the assignment evaluates the characteristics of each mission, considering factors like clarity, ambition, realism, uniqueness, memorability, and emotional appeal.

SecondSemester 2017/2018
Instructor: >>>>>>>>>>>>
Course
Title
Strategic Management
Course
Code
0501609
Individual Project
Student Name:
>>>>>>>>>>>>
4th February 2018

VISION AND MISSION 1
Company A
Company Profile:
Name of the
Company
Zayed University (ZU)
Sector Education- Government
Location Abu Dhabi, UAE
website https://www.zu.ac.ae/main/en/explore_zu/index.aspx
Year of
establishmen
t
Founded in 1998
Total Number
of Employees
10,000 students
University
Ranking in
UAE
6 in UAE
48 in Arab World
2370 World Ranking
Source:
http://www.webometrics.info/en/Asia/United
%20Arab%20Emirates%20
Company main products and services:
Main Products:
 The undergraduate & post graduate programs: Bachelor degree and
Master degree.
Services:
1) Library & Learning Commons

VISION AND MISSION 2
2) The Institute for Social and Economic Research (ISER): ISER's principal objective is to undertake
high-quality, independent research that will assist in furthering the social and economic
development in the UAE and the region.
3) The Institute for Community Engagement (ICE): to help support the economic and social
development of the UAE, Continuing
a. Education Programs
 Language Center (Arabic, English, Chinese and Korean)
 Middle East Studies
 Business Education
 IT Education
 Special Projects (Summer Camps, Open Source etc)
b. Professional Development and Training Programs
 Teacher Training (CELTA, TKT)
 Customized Training Programs (Business, IT, Government)
 Standard Training Programs (Individual and Institutional)
 Consultancy Services
 Real-Life Problem Solving through Applied Research
c. Community Service Initiatives
 Voluntary Services (Social and Environmental)
 Further Education and Special Studies
 International Student Services
4) Center for Educational Innovation.
5) Department of Student Accessibility Services (SAS)
6) ZU Research
7) Individual Counseling
8) Group Counseling
9) Psychological Testing
10) Crisis Intervention
11) Psycho-educational workshops
12) Outreach and Advocacy
13) Consultation
First: The Company’s Vision:

VISION AND MISSION 3
Globally recognized as the leading university in the region for excellence in
educational innovation, research, and student leadership development that
serves the changing needs of the nation in economic, social and cultural
advancements
1-Which one of the following sentences reflects precisely the reality of this
vision?
N
o
Choose one of the following answers
2-
1
It explains precisely what the company wants
to become.
2.
2
It explains what the company wants to
become
2.
3
It doesn’t explain what the company wants
to become. 
2-To what degree you agree/disagree with each one of the following features of
the current vision?
Items Completely
Agree
Agree Disagree complet
ely
disagree
3.
1
It is inspiring stakeholders and
energize them. 
3.
2
It helps to return to whenever
we get confused about our
business goal or its
subordinate business
objectives.

3.
3
It says something about us,
our organization, our operating
environment, our dream

3.
4
This vision is short with
memorable and powerful
phrase.

3.
5
It evokes a reader emotion 
3.
6
It helps build a picture, the
same picture, in people’s
minds.

Second;The Company’s Mission Statement:

VISION AND MISSION 4
3-Write down the mission of the company;
Proudly bearing the name of the nation’s founding President, Zayed University
is a federal institution that prepares bilingual graduates to contribute to and
advance all aspects of society. Our mission is carried out from two major
campuses in Abu Dhabi and Dubai.
The University offers diverse and internationally recognized undergraduate
and graduate programs that provide engaging and inclusive student
experiences. Our graduates are prepared to contribute to and promote the
social and economic wellbeing of UAE society and the professions.
Through research, scholarship, creative activities, outreach and continuing
education services, the University provides educational leadership, expands
opportunity, and disseminates knowledge to local, regional, and global
communities.
4- Review the company's mission and explain the degree of each of
the following components is presented;
Mission Statement Components ClearlyMentio
ned
Fairly
Mention
ed
Not
Mention
ed
2.1-Customers;
-Who are the firm’s customers? 
2.2- Products or services;
- What are the firm’s major products or
services?

2.3-Markets;
- Geographically, where does the firm
compete?

2.4- Technology;
- Is the firm technologically current? 
2.5- Survival, growth, and profitability;
- Is the firm committed to growth and
financial soundness?

2.6- Philosophy;
- What are the basic beliefs, values,
aspirations, and ethical priorities of the firm?

2.7- Self-concept (distinctive
competence);
-What is the firm’s major competitive
advantage?

2.8-. Public image;
- Is the firm responsive to social, community,
and environmental concerns?

2.9- Employees;
- Are employees a valuable asset of the firm? 
Third; characteristic of the Company’s Mission:

VISION AND MISSION 5
5-Reveiw the following characteristic contained in the mission of this
company and choose the answer;
Characteristics Completel
y Agree
Agree Dis-
Agree
Completely
Dis Agree
3.1 It tells the reader what is the nature our
business activity. 
3.2 The goals that this mission seeks to achieve
are quite ambitious 
3.3 The goals that this mission seeks to achieve
are realistic and fully in tune with the
capabilities of the company

3.4 In this mission you find many good
perceptions that are difficult to find in
competing organizations.

3.5 people are able to remember the key
elements of this mission 
3.6 It is quite clear and is free of vague terms. 
3.7 Arouses positive feelings and emotions about
the company. 
3.8 It is inspiring in the sense that it motivates
readers to action. 
3.9 This mission is completely compatible and
consistent with the aspirations of the
company vision

Four; Company Goals (objectives)
6-Does the company has written goals and or Values? Yes
If yes, write down these goals /values in the following table and as they appear
on the company publications or its website:
University Values
Zayed University is committed to:
 Professional Ethics
 Leadership
 Excellence
 Collaboration
 Innovation

VISION AND MISSION 6
 Civic Responsibility
 Respect for Diversity
 Positive Educational Environment
Strategic Objectives
 Prepare qualified graduates in an innovative and supportive educational environment
who demonstrate academic excellence and leadership skills
 Enhance the leadership role of the University in scientific research and development
in ways that contribute to a knowledge-based economy
 Demonstrate institutional and academic excellence through national and
international accreditation programs
 Ensure provision of all administrative services in compliance with quality, efficiency
and transparency
 Enhance the culture of innovation and creativity (within institutional environment)
Five: Weaknesses and strengths of the Vision and Mission:
 What is the strengths and weaknesses of the vision?
Strength:
It talks about the organisation
Provides a clear picture of the institute
Applies with the dream of the organisation
Takes care of the development of economy and society
Indicates that the organisation likes challenges
Weakness:
It does not address the stakeholders
It is not short and people cannot relate to it
It does not evoke the emotions of the customers
It does not explain the precise thing that the organisation wants
Does not help in reducing the confusion of the people
 What is the strengths and weaknesses of the mission?
Strength:

VISION AND MISSION 7
Provides details about the geography of the business
Provides details about their organisation
Provides readers about the nature of activity that is done by them
Complements the vision
Is firm of the beliefs and values of the organisation
Weakness:
Does not talk about the services it provides
Lacks knowledge on technical expertise
Lack of commitment of growth and survival
Does not address the employees
Does not address the competitive advantage

VISION AND MISSION 8
Company B
Company Profile:
Name of
the
Company
Khalifa University of Science, Technology and
Research
Sector Education
Location Abu Dhabi, UAE
Website http://www.kustar.ac.ae/source/pdfs/strategic-document-2012-
2017.pdf
Year of
establish
ment
February 2007
Total
Number
of
Employe
328 faculty & 1542 student as at 2015

VISION AND MISSION 9
es
Universit
y
Ranking
4 in UAE
28 in Arab World
2086 World Ranking
Source:
http://www.webometrics.info/en/Asia/United
%20Arab%20Emirates%20
Company main products and services:
Main Products:
 The preparatory program
 The undergraduate & post graduate programs:Bachelor degree, Master
degree and Ph.D. degrees.
Services:
1) Libraries:

VISION AND MISSION 10
2) Center for Teaching and Learning (CTL): The Center for Teaching and Learning is
dedicated to envision, lead and support educational excellence across Khalifa
University.
3) Emirates ICT Innovation Centre – (EBTIC):EBTIC is a jointly established research
and innovation Centre by Etisalat, British Telecom (BT), Khalifa University (KU) and
supported by the Information and Communication Technology (ICT) Fund. The vision
of the Centre is to be an international center of excellence for ICT research and
innovation driven by strong industry-academia and government partnership.
4) Khalifa Semiconductor Research Center (KSRC)
5) Visual Signal Analysis and Processing R&D
6) ICT Research & Development: Founded in Khalifa University, as part of the
Information and Communication Technology (ICT) Research Centered, the
Communication & Information Systems (CIS) center is an international research
group that focuses on key areas of information and communication technology.
7) CT Research & Development
8) United Arab Emirates Advanced Network for Research and Education
(ANKABUT):offering educational institutions and research organizations
connectivityto other education networks around the world.
9) Aerospace Research and Innovation Center (ARIC), perform cutting-edge
research in compositeaerostructures.
10) Nuclear Engineering: engaged in nuclear science, technology and engineering
research in support of the UAE’s growing nuclear power development program.
11) Biomedical Engineering (health Care)
12) Information Security Research Center
13) Robotics Research Institute (KURI)
First: The Company’s Vision:
To be a leading international center of higher education and research in technology and science.
1- Which one of the following sentences reflects precisely the reality of this
vision?
N
o
Choose one of the following answers
2-
1
It explains precisely what the company wants
to become. 
2. It explains what the company wants to

VISION AND MISSION 11
2 become
2.
3
It doesn’t explain what the company wants
to become.
2-To what degree you agree/disagree with each one of the following features of
the current vision?
Items Completely
Agree
Agree disagree completel
y disagree
3.
1
It is inspiring stakeholders and
energize them. 
3.
2
It helps to return to whenever
we get confused about our
business goal or its
subordinate business
objectives.

3.
3
It says something about us,
our organization, our operating
environment, our dream

3.
4
This vision is short with
memorable and powerful
phrase.

3.
5
It evokes a reader emotion 
3.
6
It helps build a picture, the
same picture, in people’s
minds.

Second;The Company’s Mission Statement:
3-Write down the mission of the company;
Khalifa University of Science, Technology and Research is an independent,
non-profit coeducational institution, dedicated to the advancement of
learning through teaching and research and to the discovery and application
of knowledge. It pursues international recognition as a world class research
university, with a strong tradition of inter-disciplinary teaching and research
and of partnering with leading universities around the world.
The University endeavors to serve the Emirate of Abu Dhabi, UAE society,
the region and the world by providing an environment of creative enquiry
within which critical thinking, human values, technical competence and
practical and social skills, business acumen and a capability for lifetime
learning are cultivated and sustained. It sets itself high standards in
providing a caring, rewarding and enriching environment for all of its
students and staff. It ensures that its graduates, on entering the workplace,
form a superlative cadre of engineers, technologists and scientists, capable

VISION AND MISSION 12
of making major contributions to the current and future sectors of UAE
industry and society as leaders and innovators.
The University insists on the highest world class standards of academic
excellence in all that it does. It complements other universities in the region
by providing, in its chosen areas of activity, the best teaching and research
available in the region. It strives to meet demands for expansion while never
compromising on quality.
4- Review the company's mission and explain the degree of each of
the following components is presented;
Mission Statement Components ClearlyMentio
ned
Fairly
Mention
ed
Not
Mention
ed
2.1-Customers;
-Who are the firm’s customers? 
2.2- Products or services;
- What are the firm’s major products or
services?

2.3-Markets;
- Geographically, where does the firm
compete?

2.4- Technology;
- Is the firm technologically current? 
2.5- Survival, growth, and profitability;
- Is the firm committed to growth and
financial soundness?

2.6- Philosophy;
- What are the basic beliefs, values,
aspirations, and ethical priorities of the firm?

2.7- Self-concept (distinctive
competence);
-What is the firm’s major competitive
advantage?

2.8-. Public image;
- Is the firm responsive to social, community,
and environmental concerns?

2.9- Employees;
- Are employees a valuable asset of the firm? 
Third; characteristic of the Company’s Mission:
5-Reveiw the following characteristic contained in the mission of this
company and choose the answer:
Characteristics Completel
y Agree
Agree Dis-Agree Completel
y Dis
Agree

VISION AND MISSION 13
3.1 It tells the reader what is the nature our
business activity. 
3.2 The goals that this mission seeks to achieve
are quite ambitious 
3.3 The goals that this mission seeks to achieve
are realistic and fully in tune with the
capabilities of the company

3.4 In this mission you find many good
perceptions that are difficult to find in
competing organizations.

3.5 people are able to remember the key
elements of this mission 
3.6 It is quite clear and is free of vague terms. 
3.7 Arouses positive feelings and emotions about
the company. 
3.8 It is inspiring in the sense that it motivates
readers to action. 
3.9 This mission is completely compatible and
consistent with the aspirations of the
company vision

Four; Company Goals (objectives)
6-Does the company has written goals and or Values? Yes
If yes, write down these goals /values in the following table and as they
appear on the company publications or its website:
Goals:
1. Create and nurture a culture of research and innovation excellence
focused on challenges of societal and economic importance
2. Foster an enhanced university community
3. Ensure that educational excellence is a top priority in all programs
4. Maintain a top quality external relations function
5. Build a student-centric community and facilities
6. Create a university wide commitment to institutional effectiveness which
ensures that academic and support functions are implemented as efficiently
as possible

VISION AND MISSION 14
Five: Weaknesses and strengths of the Vision and Mission:
What is the strengths and weaknesses of the vision?
Strength:
It is precise
It addresses the stakeholders of the company
The vision is short
It provides an idea about the dreams of the organisation
The statement includes details about the organisational goals
Weakness:
The vision does not provide any clarity
It does not evoke the emotions of the people
It does not create any mental image on the minds of the people
It does not deal with the confusion of the people
The vision statement does not provide any academic contents
What is the strengths and weaknesses of the mission?
Strength:
The target customers are clearly mentioned
The services and products of the institution is stated
Details are provided about the entire organisation and its goals
It is competent with the vision of the organisation
Provides ambitious goals
Weakness:

VISION AND MISSION 15
Too lengthy
Does not address the employees
It is quite vague
Does not address the technological expertise it have
Does not speak about the competitors
Company C
Company Profile:
Name of the
Company
Al Ain City Municipality
Sector Services
Location Al Ain, UAE
website https://dmat.abudhabi.ae/ar/AM/Pages/Home.aspx
Year of
establishment
1967
Total Number
of Employees
??
Company main products and services:
Main Products:
 Lands and Real Estate related services
 Community Services
 Construction Permits
 spatial Data
 Roads & Infrastructure
 organizing society events
 Handling Housing services and projects

VISION AND MISSION 16
Services:
 E-Services
 TAWTHEEQ System for rent contracts registration and update
 Call Center
 CRM
First: The Company’s Vision:
To be recognized as an efficient world class Municipal System ensuring sustainable development and
enhancing the quality of life criteria for the Emirate of Abu Dhabi.
1- Which one of the following sentences reflects precisely the reality of this
vision?
N
o
Choose one of the following answers
2-
1
It explains precisely what the company wants
to become. 
2.
2
It explains what the company wants to
become
2.
3
It doesn’t explain what the company wants
to become.
2-To what degree you agree/disagree with each one of the following features
of the current vision?
Items Completely
Agree
Agree disagree comple
tely
disagre
e
3.
1
It is inspiring stakeholders and
energize them. 
3.
2
It helps to return to whenever
we get confused about our
business goal or its
subordinate business
objectives.

3.
3
It says something about us,
our organization, our operating
environment, our dream

3.
4
This vision is short with
memorable and powerful
phrase.


VISION AND MISSION 17
3.
5
It evokes a reader emotion 
3.
6
It helps build a picture, the
same picture, in people’s
minds.

Second;The Company’s Mission Statement:
3-Write down the mission of the company;
To Deliver Best in-Class Efficient and Customer-Centric Municipal Services by engaging with our
Community & Partners.
4- Review the company's mission and explain the degree of each
of the following components is presented;
Mission Statement Components ClearlyMentio
ned
Fairly
Mention
ed
Not
Mention
ed
2.1-Customers;
-Who are the firm’s customers? 
2.2- Products or services;
- What are the firm’s major products or
services?

2.3-Markets;
- Geographically, where does the firm
compete?

2.4- Technology;
- Is the firm technologically current? 
2.5- Survival, growth, and profitability;
- Is the firm committed to growth and
financial soundness?

2.6- Philosophy;
- What are the basic beliefs, values,
aspirations, and ethical priorities of the
firm?

2.7- Self-concept (distinctive
competence);
-What is the firm’s major competitive
advantage?

2.8-. Public image;
- Is the firm responsive to social,
community, and environmental concerns?

2.9- Employees;
- Are employees a valuable asset of the 

VISION AND MISSION 18
firm?
Third; characteristic of the Company’s Mission:
5-Reveiw the following characteristic contained in the mission of this
company and choose the answer:
Characteristics Completely
Agree
Agree Dis-Agree Complet
ely Dis
Agree
3.1 It tells the reader what is the nature our
business activity. 
3.2 The goals that this mission seeks to achieve
are quite ambitious 
3.3 The goals that this mission seeks to achieve
are realistic and fully in tune with the
capabilities of the company

3.4 In this mission you find many good
perceptions that are difficult to find in
competing organizations.

3.5 people are able to remember the key
elements of this mission 
3.6 It is quite clear and is free of vague terms. 
3.7 Arouses positive feelings and emotions about
the company. 
3.8 It is inspiring in the sense that it motivates
readers to action. 
3.9 This mission is completely compatible and
consistent with the aspirations of the
company vision

Four; Company Goals (objectives)
6-Does the company has written goals and or Values? Yes
If yes, write down these goals /values in the following table and as they
appear on the company publications or its website:
Values:
- Customer service
- Develop our people

VISION AND MISSION 19
- Accountability
- Excellence
- Knowledge sharing
- Collaboration
- Innovation
Five: Weaknesses and strengths of the Vision and Mission:
What is the strengths and weaknesses of the vision?
Strengths:
Provides good explanation about the goal of the organisation
Details of the vision is provided
Takes care of the community
Inspires stakeholders
Strong and inspiring
Weakness:
Lengthy
Consists of tough words
Does not have any memorable phrase
A clear picture cannot be developed
Does not include interest of the customers
What is the strengths and weaknesses of the mission?
Strengths:
Precise with the aim of the organisation
Detailed mission
Talks about stakeholders

VISION AND MISSION 20
Talks about the partnership
Inspirational
Weakness:
Does not talk about the products
Does not talk about the employees
Does not attune with the capabilities of the company
Use of powerful words
Does not provide geographical analysis
Company D
Company Profile:
Name of the
Company
Dubai Municipality
Sector Services
Location Al Ain, UAE
website http://login.dm.gov.ae/wps/portal/home
Year of
establishment 1974
Total Number
of Employees
11,000
Company main products and services:

VISION AND MISSION 21
Main Products:
Government and individual Services:
 Consumer Products Safety and Public Health
 Drainage and Irrigation
 Environment and Waste Services
 Financial and Business Services
 Lab Testing and Accreditation
 Land Planning and Building Services
 Public Markets Services
 Public Parks and Agriculture
 Food safety
Services:
-Smart Tools:
1. DM Mobile application
2. Kharetati: The Electronic System for issuing/renewing maps from
Dubai Municipality
3. IDubai: povides individuals and businesses with lifestyle and business-
centric content and tools to help users improve, maintain and advance
their quality of life in Dubai.
4. Parks and Beaches App
5. Green Buildings App
6. Green Ticket App
7. Najm Suhail: Visualization of the current and historical weather data
for Dubai.
8. Ramsatna: an electronic dictionary contains more than 3000 words of
the local Emirati terms, which belongs to Dubai Municipality.
9. Aleef App:platform for current and prospective pet owners to better
manage the roster of, adoption of and care of animals in Dubai.
10. Makani App: Unique application for providing the official
geographic addressing system adopted in the Emirates of Dubai,
Ajman, Umm Al Quwain, Fujairah&Ras Al Khaimah.
11. Montaji: consumer product registration, enable consumers to
confirm the information and safety of all consumer products
(Cosmetics, Perfumes, Supplements, Detergents and Biocides)
available in Dubai markets.

VISION AND MISSION 22
-E-Services.
-E-Payment.
-Call Center
First: The Company’s Vision:
To Developing a happy and sustainable city
1- Which one of the following sentences reflects precisely the reality of this
vision?
N
o
Choose one of the following answers
2-
1
It explains precisely what the company wants
to become.
2.
2
It explains what the company wants to
become
2.
3
It doesn’t explain what the company wants
to become.

2-To what degree you agree/disagree with each one of the following features of
the current vision?
Items Complete
ly Agree
Agree Disagre
e
completely
disagree
3.
1
It is inspiring stakeholders and
energize them. 
3.
2
It helps to return to whenever
we get confused about our
business goal or its
subordinate business
objectives.

3.
3
It says something about us,
our organization, our operating
environment, our dream

3.
4
This vision is short with
memorable and powerful
phrase.

3.
5
It evokes a reader emotion 
3.
6
It helps build a picture, the
same picture, in people’s
minds.


VISION AND MISSION 23
Second;The Company’s Mission Statement:
3-Write down the mission of the company;
Plan, develop and manage an excellent city that provides the essence of
success and sustainable living.
4- Review the company's mission and explain the degree of each
of the following components is presented;
Mission Statement Components ClearlyMentio
ned
Fairly
Mention
ed
Not
Mention
ed
2.1-Customers;
-Who are the firm’s customers? 
2.2- Products or services;
- What are the firm’s major products or
services?

2.3-Markets;
- Geographically, where does the firm
compete?

2.4- Technology;
- Is the firm technologically current? 
2.5- Survival, growth, and profitability;
- Is the firm committed to growth and
financial soundness?

2.6- Philosophy;
- What are the basic beliefs, values,
aspirations, and ethical priorities of the firm?

2.7- Self-concept (distinctive
competence);
-What is the firm’s major competitive
advantage?

2.8-. Public image;
- Is the firm responsive to social, community,
and environmental concerns?

2.9- Employees;
- Are employees a valuable asset of the firm? 
Third; characteristic of the Company’s Mission:
5-Reveiw the following characteristic contained in the mission of this
company and choose the answer:
Characteristics Completel
y Agree
Agree Dis-
Agree
Completel
y Dis
Agree

VISION AND MISSION 24
3.1 It tells the reader what is the nature our
business activity. 
3.2 The goals that this mission seeks to achieve
are quite ambitious 
3.3 The goals that this mission seeks to achieve
are realistic and fully in tune with the
capabilities of the company

3.4 In this mission you find many good
perceptions that are difficult to find in
competing organizations.

3.5 people are able to remember the key
elements of this mission 
3.6 It is quite clear and is free of vague terms. 
3.7 Arouses positive feelings and emotions about
the company. 
3.8 It is inspiring in the sense that it motivates
readers to action. 
3.9 This mission is completely compatible and
consistent with the aspirations of the
company vision

Four; Company Goals (objectives)
6-Does the company has written goals and or Values? Yes
If yes, write down these goals /values in the following table and as they
appear on the company publications or its website:
Values:
 Accountability: We are accountable towards our government, society,
partners, customers, employees and suppliers; and we instill
accountability principles in our staff at all levels.
 Competitiveness: We are committed to our government’s directive to
achieve first position globally, in all areas of our work.
 Collaboration: We spread positive energy, and encourage teamwork
and effective participation with all stakeholders.
 Creativity: Sustainable innovation is our pathway to withstand
uncertainty and to be at the forefront of future cities.

VISION AND MISSION 25
 Transparency: We embrace transparency and open data in dealing
with stakeholders in the public and private sectors.
 Happiness: We harness our capability and energy for people
happiness, which is a top priority for our wise leadership.
Five: Weaknesses and strengths of the Vision and Mission:
What is the strengths and weaknesses of the vision?
Strengths:
Provides an understanding about the aim of the organisation
Gives an indication that it is socially active
Provides for the development of the city
Ascertains the reader about the business goals
Short length of the vision
Weakness:
Does not provide a clear message
Does not express the thoughts of the company
Does not say anything about the company
Does not help people to build a clear image
Lacks conviction
What is the strengths and weaknesses of the mission?
Strengths:
Provides a process for the development of the city
Provides an idea about the aim of the company
Ambitious goals

VISION AND MISSION 26
Makes people understand about the company
Consistent with the vision
Weakness:
People cannot remember the elements of the mission
Not many good perceptions are found
Lacks the inspiration
Lacks the ability to provide a positive feeling
Does not talk about the internal resources
Rank these four companies from most successful least
successful depending on the finding (vision and mission)
Rank it from 1-4
4 is the most successful
1 is the least successful
company Ranking in terms
of best vision
Ranking in terms of
best Mission
Overall rank of the
company
A
Zayed
University
(ZU)
https://
www.zu.ac.ae/
main/en/
index.aspx
Rank is 3
The institution is
ranked 2, because
unlike the Khalifa
University, Zayed
University does not
address the
stakeholders.
However, Zayed
University provides a
clear picture of the
institution and takes
care of the economy
and society
Rank is 4
The geographical
location of the
institution is clearly
mentioned. It also
allows audiences to
understand the values
and aspirations of the
institution.
Rank is 4
Overall, the institution
provides relevant and required
details for customers. The
vision and mission provide a
clear picture about the aim of
the institution and the
aspirations for the future

VISION AND MISSION 27
B
Khalifa
University of
Science,
Technology
and Research
(KU)
Rank is 4
The vision of the
institute is precise,
short and provides an
idea about the aspects
of the institute. The
organisational goals
is also provided in
the mission statement
Rank is 2
The mission statement is
too lengthy and too
vague. It does not
address the technical
support that the students
may receive. However,
it provides ambitious
goals and addresses the
target audience clearly.
Rank is 3
The vision and mission of the
institution are contradictory to
one another in terms of length
and information supplied. Due
to a vague mission statement,
this institution ranks below
Zayed University
C
Al Ain City
Municipality
Rank is 2
The vision is lengthy
and consists of tough
words that are
difficult to
understand for the
public. It does not
address the interest of
the customers.
However, the
statement inspires the
stakeholders as well
as the community.
For improvement it is
necessary to make the
statement more
precise and short
Rank is 3
The mission statement
talks about the interests
of the stakeholders as
well as the partners with
whom the organisation
conducts business.
However, it does not
talk about the
capabilities of the
institution and uses
powerful words. The
use of words needs to be
simplified so that the
common people can
understand the
institution.
Rank is 2
The vision and mission
complement one another well.
However, there are some
areas that need to be improved
such as the involvement of the
stakeholders and the
capability of the institution
need to be included
D
Dubai
Municipality
Rank is 1
The vision does not
provide a clear
message and does not
say anything about
the company. It lacks
Rank is 1
The mission statement
lacks the inspiration
required for people to
follow the organisation.
It does not provide any
Rank is 1
The organisation needs to
provide a clear vision and
mission statement. The reason
for this being bottom ranked
is because the vision and

VISION AND MISSION 28
conviction and does
not build a clear
image. The
organisation can
change this status by
focusing more on the
employees and
stating the exact
things that the
company provides.
The vision need to
provide the overall
goal of the
organisation within
5-10 years
positive feeling and talk
about the internal
resources. The mission
statement needs to
inspire people in a
manner that helps them
to understand about the
company. A positive
feeling need to be felt
by the people referring
to the website of the
organisation.
mission does not define the
goals and objectives of the
organisation. The goals and
objective along with the time
within which it aims to
improve itself needs to be
provided. Furthermore, the
length of the vision and
mission statement need to be
of accurate length.

VISION AND MISSION 29
Bibliography
Brabet, J., & Klemm, M. (2014). Sharing the vision: company mission statements. Long Range
Planning, 27(1), 84-94.
Collins, J. C., & Porras, J. I. (2016). Building your company's vision. Harvard business
review, 74(5), 65.
Kustar.ac.ae. (2018). Kustar.ac.ae. Retrieved 8 February 2018, from http://www.kustar.ac.ae/
Zu.ac.ae. (2018). Zu.ac.ae. Retrieved 7 February 2018, from
https://www.zu.ac.ae/main/en/explore_zu/index.aspx