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