The American Association of Retired People (AARP) is a community for old-age people. The mission statement clearly states that the community is there to serve the welfare of the old-aged population in U.S. by providing them an interesting portfolio of services. They have provided the age group i.e. 50 + to define their target potential audience and/or customers.
They have clearly listed the products and services they provide. They have defined their market niche in which they are operating and by their mission statement they have attempted to clarify as to how they are moving to enhance the value of their customers.
Caterpillar is the commonly known manufacturer and worldwide exporter of heavy machinery used for construction, heavy duty power generators and other products of the kind. They clearly define what they will be doing to increase value of their customers in their mission statement. However, they need to rephrase their strategic vision statement which currently seems very vague. They should rather say that “To be the best in rebuilding the Earth”. This strategic vision gives a clearer view of what they will be doing throughout for may be a decade or more.
The CEO has mixed the vision and mission statements. The idea, however, is there that they are a food company striving to provide the best value to their customers even if they are not considered the best in the market. But then the point is that if they can provide their customers with the best value, then they would automatically receive positive ratings and can be said as the best in the market. Their vision is therefore self-contradicting. Another angel can be that they prioritize their customers above their own (company’s) existence, but this is obliviously not true because every company in the market is concerned about the bottom-line i.e. the profit.
The “letter to the shareholders” in the annual report 2003 states that they have been successful in their targets mergers. They also state the increases in their sales and reduction in their debts as compared to previous years. Therefore, as an investor I would be satisfied by what the CEO has been defining about the company and its growth because the figures show that they have been doing the job well.
Heinz Company (2003) Annual Report. Retrieved March 2, 2008, from www. Heinz.com