Fundamental Faults and Comparison between Companies' Visions

Global Companies

1.       Nestle

·         Vision: To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved shareholder value by being a preferred corporate citizen, preferred employer, preferred supplier selling preferred products.

·         Mission: Nestle is the world's leading nutrition, health and wellness company. Our mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night.

2.       Danone

·         Vision: Bringing health through food to as many people as possible

·         Mission: Looking after our health, it’s the biggest responsibility each of us has. More than ever before, nutrition will be an essential tool for improving health.

o   Offering everyone high quality, natural food that helps to build healthy through all of life’s stages.

o   Cultivating a taste or things that are good for you.

o   Feeding young children, and vulnerable people as well as those in good health.

o   Adapting our products to all cultures.

o   Exploring what scientific research can bring to our daily diet.

3.       Cadbury

·         Vision: ’’Working together to make brands people love”

·         Mission: Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon quality; our commitment to continuous improvement will ensure that our promise is delivered.

National Companies

1.       Yıldız Holding

·         Vision: To be the leading food and beverage company by delighting and bringing a smile to consumers, customers, employees and shareholders everyday.

·         Mission: Yıldız Holding will be known as a company that supports vertical integration and other key values, as a company that makes important investments in the foods and beverages sector, and as the leading international Turkish food and beverage company. We will provide reasonably priced high quality products that are accessible to consumers and create a strong partnership with consumers by providing the best possible customer service. We will make investments in businesses that have high potential for financial gain, growth and earnings in fields other than the food and beverage sector. While ensuring sustainable and steady earnings, we will show concern for the health of our employees, our communities and consumers and display respect for the environment.

2.       Eti

·         Vision: Eti is the first brand that comes to consumers’ minds whenever biscuits are mentioned.

·         Mission: Eti is committed to producing high quality biscuits, snacks and chocolate products and making them widely available at reasonable prices so consumers specifically demand Eti products at the point of sale.

3.       Şölen

·         Values:

We Are Passionate To Succeed
We dedicate ourselves to our business in order to achieve visible, noticeable and exceptional successes. We are tied to our business with our brains and hearts, enjoy our expedition and focus on the result. We share the pride of the successful results that we create together with all our shareholders.

We Create Difference 
We take prudent risks with courage and don’t gold off from making mistakes. We create difference in all businesses that we carry out and add value to the society, our consumers, our business partners and employees. We present our superior products to the world and reward our consumers.

We Are Bound To Our Values

We act open, sincere, fair and equitable towards ourselves, our business partners and consumers. We respect our values that come from the past. We cherish the esteem of every individual within our chain of value and take our decisions in the awareness of our responsibility that we bear against them. 

Comparison

In this part we discuss and compare the vision and mission of worldwide and national food companies that include Nestle, Danone, Cadbury, Yıldız Holding (Ülker), ETİ and Şölen. These are well-known and famous brand in the food industry.

First of all, if we look at world’s most popular food company Nestle and Danone, we will easily find that those companies have a common vision and mission. To prove it, we can see in the vision statement of both Nestle and Danone; ‘’To be a leading, competitive, Nutrition, Health and Wellness Company’’ for Nestle and ‘’Bringing health through food to as many people as possible’’ for Danone. These visions explain that both companies are intending to bring health and nutrition to people through food and all of these are not only vision, they also have some great mission to implement their vision, especially Danone it has very structured missions.

However, if we look at Cadbury, we would not find any specific vision belonging to them. In the vision statement they only said that they will work together to gain people’s love and in the mission statement they said that ‘‘Cadbury means quality and this is our promise’’ and also they added a promise to the consumer that they have a commitment to ensure continuous improvement as well as ensuring that their promise is delivered.

Inevitable that every company wants to be first in their field, and this is what domestic firms such as Yıldız Holding (ÜLKER), ETİ and Şölen do. For instance; Yıldız Holding, a major Turkish manufacturer of food product is the only company which has a clear vision and mission statements. In the vision statement, it explained that they want to be the leading food and beverage company by delighting and bringing a smile to consumers, customers, employees and shareholders everyday. Moreover, they also explained how they will do all of their intention in their mission statement.

If we look at ETİ company, we will find that the simplicity of their vision and mission statement is similar to Cadbury company. ETI company has a vision to be the first brand that comes to consumers’ minds whenever biscuits are mentioned. Also, they have a mission to produce high quality biscuits, snacks and chocolate products and making them widely available at reasonable prices.

The most simple between these 6 companies, in my opinion is Şölen company, instead of presenting the vision and mission on the website, they just provide their value of working, and it has 3 values; Passionate, Creativity (Creating differences), bound to values.

Fundamental Fault in each Companies’ vision and mission

                This is the last part of my article, in this part we will mention some of the fundamental fault in each companies’ vision and mission according to my own perspective. There are two fundamental faults will be mentioned below:

                The first one is, fault in providing vision and mission statements in public areas such as websites; While some companies provide their vision and mission statements in website clearly and attractively, some other companies don’t do the same, the placement of vision and mission statement is not strategic, contrariwise it’s complex. As if we had to go into the countryside to find out what their vision and mission are, because of the placement of vision and mission statement in the website is unattainable. ETİ and Şölen company are tend to do this fault, and Danone company is the best example to avoid this fate.

                The second fault is from Yıldız Holding. In their vision, we can understand that one of their visions is ‘bringing a smile to consumers, customers, employees and shareholders everyday’ the question is what is the meaning of ‘bring smile to shareholders’? Is it by raising the price so that shareholders can earn more money?. So in my view, the using of term ‘shareholders’ or giving a support for shareholders is not appropriate in the vision statement. Conversely, a company must convince consumers that they alone benefit in buying their products.

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