THE BUSINESS VISION AND MISSION

Mission Statements
Advance Auto Parts, Inc., Headquartered in Richmond, Virginia
It is the Mission of Advance Auto Parts to provide personal vehicle owners and enthusiasts with the vehicle related
products and knowledge that fulfill their wants and needs at the right price. Our friendly, knowledgeable and
professional staff will help inspire, educate and problem-solve for our customers.
Aflac, Inc. Headquartered in Columbus, Georgia
To combine aggressive strategic marketing with quality products and services at competitive prices to provide the
best insurance value for consumers.
Bristol-Myers Squibb Company, Headquartered in New York, NY
To discover, develop and deliver innovative medicines that help patients prevail over serious diseases.
General Motors
Our mission is to be the world leader in transportation products and related services. We aim to maintain this
position through enlightened customer enthusiasm and continuous improvement driven by integrity, teamwork,
innovation and individual respect and responsibility of our employees.
North Carolina Zoo
Our mission is to encourage understanding of and commitment to the conservation of the world’s wildlife and wild
places through recognition of the interdependence of people and nature. We will do this by creating a sense of
enjoyment, wonder and discovery throughout the Park and in our outreach programs.
Samsonite
Our mission is to be the leader in the travel industry. Samsonite’s ambition is to provide unparalleled durability,
security and dependability in all of its products, through leading edge functionality, features, innovation, technology,
contemporary aesthetics and design. In order to fill every niche in the travel market, Samsonite will seek to create
strategic alliances, combining our strengths with other partners in our brands.
Family Dollar Stores
For Our Customers A compelling place to shop. . . by providing convenience and low prices For Our Associates A
compelling place to work. . . by providing exceptional opportunities and rewards for achievement For Our Investors
A compelling place to invest. . . by providing outstanding returns.
FedEx
FedEx will produce superior financial returns for shareowners by providing high value- added supply chain,
transportation, business and related information services through focused operating companies. Customer
requirements will be met in the highest quality manner appropriate to each market segment served. FedEx will strive
to develop mutually rewarding relationships with its employees, partners and suppliers. Safety will be the first
consideration in all operations. Corporate activities will be conducted to the highest ethical and professional
standards.
 Barnes & Noble
Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the
product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which
line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and
the distinction of being booksellers. As booksellers we are determined to be the very best in our business, regardless
of the size, pedigree or inclinations of our competitors. We will continue to bring our industry nuances of style and
approaches to bookselling, which are consistent with our evolving aspirations. Above all, we expect to be a credit to
the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can
grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea
that the Company is at their service.
Estee Lauder
The guiding vision of The Estee Lauder Companies is "Bringing the best to everyone we touch". By "The best", we
mean the best products, the best people and the best ideas.
These three pillars have been the hallmarks of our Company since it was founded by Mrs. Estee Lauder in 1946.
They remain the foundation upon which we continue to build our success today.
Ben & Jerry
Ben & Jerry’s mission is to make, distribute and sell the finest quality all-natural ice cream and related products in a
wide variety of innovative flavors made from Vermont dairy products. To operate the Company on a sound
financial basis of profitable growth, increasing value for our shareholders, and creating career opportunities and
financial rewards for our employees. To operate the Company in a way that actively recognizes the central role that
business plays in the structure of society by initiating innovative ways to improve the quality of life of a broad
community—local, national and international.

General Carolina Ben &

Components Auto Aflac Bmyers Samsonite F Dollar FedEx B&N ELauder
Motors Zoo Jerry

Customers No Yes Yes Yes No Yes Yes Yes Yes Yes No

Products No Yes Yes Yes No Yes Yes Yes No Yes Yes

Markets No No No Yes No Yes No No Yes Yes Yes

Technology No No No Yes No Yes No No No No Yes

Concern Survival,
No No No No No No Yes Yes No No No
Growth, Profitability
Philosophy No No No Yes Yes Yes Yes Yes Yes Yes No

Self-concept No Yes No Yes Yes Yes Yes Yes Yes Yes Yes

Concern public image No No No Yes Yes Yes No Yes Yes Yes Yes

Concern employees No No No Yes No No Yes Yes Yes Yes Yes

Example with Components:
 Fleetwood Enterprises will lead the recreational vehicle and manufactured housing industries (2,
7) in providing quality products, with a passion for customer-driven innovation (1). We will
emphasize training, embrace diversity and provide growth opportunities for our associates and
our dealers (9). We will lead our industries in the application of appropriate technologies (4). We
will operate at the highest levels of ethics and compliance with a focus on exemplary corporate
governance (6). We will deliver value to our shareholders, positive operating results and
industry-leading earnings (5).
 We aspire to make PepsiCo the world’s (3) premier consumer products company, focused on
convenient foods and beverages (2). We seek to produce healthy financial rewards for investors
(5) as we provide opportunities for growth and enrichment to our employees (9), our business
partners and the communities (8) in which we operate. And in everything we do, we strive to act
with honesty, openness, fairness and integrity (6).
 Dell’s mission is to be the most successful computer company (2) in the world (3) at delivering
the best customer experience in markets we serve (1). In doing so, Dell will meet customer
expectations of highest quality; leading technology (4); competitive pricing; individual and
company accountability (6); best-in-class service and support (7); flexible customization
capability (7); superior corporate citizenship (8); financial stability (5).
 Procter & Gamble will provide branded products and services of superior quality and value (7)
that improve the lives of the world’s (3) consumers. As a result, consumers (1) will reward us
with industry leadership in sales, profit (5), and value creation, allowing our people (9), our
shareholders, and the communities (8) in which we live and work to prosper.
 At L’Oreal, we believe that lasting business success is built upon ethical (6) standards which
guide growth and on a genuine sense of responsibility to our employees (9), our consumers, our
environment and to the communities in which we operate (8).
 J. Crew mission statement is “We sell cashmere cardigans, Capri pants, jeans, khakis, and other
high quality clothing products to young professionals around the world (1, 2, 3). We strive to
maximize our shareholders’ value by utilizing the latest technology to monitor consumer trends
and exceed consumer expectations (5, 4). We believe in the golden rule in all that we do, strive to
be exemplary citizens in all communities where we have operations (6, 8). We deeply appreciate
and care for our employees (9). Quality is our highest priority. Always has been, always will be
(7).”
Proposed Mission Statement:
Mission Statement for Fast Food:
Our mission is to serve and delight our customer with quality and varieties of food to all age group
people. We believe in quality and value that we committed to our customer’s. We welcome you to
become part of our growing family who work to make it all possible and make a positive contribution to
economic activities.
Mission Statement for University:
Tulane's purpose is to create, communicate, and conserve knowledge in order to enrich the capacity of
individuals, organizations and communities to think, to learn, and to act and lead with integrity and
wisdom. Tulane pursues this mission by cultivating an environment that focuses on learning and the
generation of new knowledge; by expecting and rewarding teaching and research of extraordinarily high
quality and impact; and by fostering community-building initiatives as well as scientific, cultural and
social understanding that integrate with and strengthen learning and research.. This mission is pursued in
the context of the unique qualities of our location in Bangladesh and our continual aspiration to be a truly
distinctive international university.
Mission Statement for Bank:
We strive to be the best financial institution possible, providing financial security and counseling to
individuals and businesses across the Bangladesh. Our outstanding associates graciously give back to the
communities where they work and help assure long-term excellent returns for our shareholders. We believe
good ethics is good business, and strive to provide the best financial products and services using the best
technology available.
Mission Statement for Beverage Food:
“To be the world's premier consumer Products Company focused on convenient foods and beverages. We
seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to
our employees, our business partners and the communities in which we operate. We strive to use the latest
technology to deliver outstanding products at low prices for our customers. And in everything we do, we
strive for honesty, fairness and integrity.”
Mission Statement for Chocolate Industry:
Our mission is to provide men and women of all ages around the world with the best quality chocolate,
confectionary, and food products, while continuing our long tradition of supporting the Milton Hershey
School and assuring exemplary environmental sustainability. Our dedicated employees adhere to the
highest ethical standards and use the newest technology available to profitably develop and market world
famous chocolate brands such as Reese’s.
Some Example of Vision Statement:
 To help people stay fit and healthy.
 To have our product in every home in the United States.
 To help people enjoy life, by offering an affordable solution to health care.
 To provide delicious, seasonal food and a fun atmosphere that will bring customers
back again and again.
 As we move towards our goal of being a world-class university, we will support
research on a global scale. Locally, our campus will service the research needs of the
learning community, granting access to many informational resources.
 The XYZ Company will inspire its employees to be the best they can be. We will
engage in sustainable practices and anticipate the needs of our customers. We will
maximize return to the stockholders while still maintaining quality in our products.
 Our vision is to bring our students into the 21st century through innovation and
modern technology. Learning will be enhanced with computer software and
educational games that will allow students to proceed at their own rate according to
their ability.
 Our vision is to develop, produce, and sell the best confectionary, chocolate, and food
products in the world.
 To create the best financial institution possible.
 Online Retailer: "We intend to provide our customers with the best online shopping
experience from beginning to end, with a smart, searchable website, easy-to-follow
instructions, clear and secure payment methods, and fast, quality delivery."
 Hair Salon: "Our salon will change the way you think about a haircut. Full service
comfort, friendly staff, a relaxing atmosphere, and the best prices in town give you
an experience that will leave you glowing both inside and out."
 EFE MATRIX
EFE Matrix for Fast Food Industry:
Weighted
OPPORTUNITIES Weight Rating
Score
O1: Anticipated 4% growth rate in QSR industry. 0.06 3 0.18
O2: Low fat, low calorie, healthy hamburger – first on market. 0.07 1 0.07
O3: Many restaurants have outdated appearance. 0.06 3 0.18
O4: Respond to social changes by healthy food innovations. 0.04 3 0.12
O5: Increased beverage options (Gourmet coffees). 0.06 3 0.18
O6: Breakfast not available at 25% of locations. 0.06 3 0.18
O7: Joint ventures with retailers can place new locations in high
0.03 4 0.12
traffic areas at lower capital cost.
O8: Continued focus on corporate social responsibility. 0.02 2 0.04
O9: Int’l expansion into emerging markets. 0.06 3 0.18
O10: Diversify portfolio. 0.03 2 0.06
Weighted
THREATS Weight Rating
Score
T1: More health conscious customers. 0.07 3 0.21
T2: Vulnerability in older, established markets to modern
0.04 3 0.12
upstarts.
T3: Global economic recession = reduced consumer spending. 0.06 4 0.24
T4: Markets in US and EU are mature and saturated. 0.07 3 0.21
T5: Subway and YUM! Brands expanding into developing
0.06 2 0.12
markets at a higher rate.
T6: Litigation 0.03 3 0.09
T7: Brand equity at risk: 80% of restaurants owned by
0.04 3 0.12
franchisees.
T8: Contamination of the food supply could damage sales,
0.04 4 0.16
reputation, etc.
T9: Intense price pressure from competitors. 0.07 4 0.28
T10: Negative public opinion campaigns. 0.03 2 0.06
TOTAL: 1.00 2.92
EFE Matrix for Private University:
Weighted
OPPORTUNITIES Weight Rating
Score
Increase in percentage of minority students enrolling in college .05 3 .15
Growth in adults pursuing higher education .10 3 .30
Potential to reach foreign markets through international and
.10 4 .40
online programs
Development of programs in new disciplines (e.g., homeland
.10 4 .40
security)
Large local firms seek new certification programs from the
0.06 3 0.18
institution
The Bangladesh GDP is rising 1% annually 0.06 3 0.18
Social media use is growing 6% annually 0.03 4 0.12
Weighted
THREATS Weight Rating
Score
Competition for prospective students .15 2 .30
Foreign institutions retaining high ability students .10 2 .20
Potential for governmental funding decreases .10 2 .20
Increased competition for private funding .05 2 .10
Emphasis on career preparation rather than comprehensive
.10 3 .30
education
Commoditization of education .05 2 .10
Potential for federal regulations of learning outcomes .05 1 .05
Disasters that affect operations .05 1 .05
TOTAL: 1.00 2.92
EFE Matrix for Chocolate Industry:
Weighted
OPPORTUNITIES Weight Rating
Score
Per capita disposable income increasing 2.8% annually 0.06 3 0.18
Prices of sugar declining 3% annually 0.07 1 0.07
Northern Europeans consume twice the per capita amount of
0.06 3 0.18
chocolate than southern Europeans
Chocolate imports are growing 6.6% annually 0.04 3 0.12
The candy industry has a 13 percent profitability average. 0.06 3 0.18
West Africa produces 70 percent of the world’s cocoa
0.06 3 0.18
production.
Chocolate consumption is growing 2.6% annually 0.03 4 0.12
Crude oil prices are low and declining 3% annually 0.02 2 0.04
India has overtaken China as the fastest growing country in
0.06 3 0.18
Asia
More than 40% of the chocolate eaten in the world is consumed
0.03 2 0.06
in Europe
Weighted
THREATS Weight Rating
Score
Political unrest in West Africa is jeopardizing cocoa bean
0.07 3 0.21
supply
Cocoa prices rising 10% annually expected to continue 0.04 3 0.12
Per capita sugar and sweetener consumption is decreasing
0.06 4 0.24
annually
Value of the dollar is high and slowly rising further 0.07 3 0.21
M&M Mars and Nestle dominate the European and Asian
0.06 2 0.12
markets
Minimum wages are increasing to $10+/hour in numerous USA
0.03 3 0.09
states
Corporate wellness programs discourage candy and chocolate
0.04 3 0.12
consumption
Nestle has 450 factories compared to Hershey’s 0.04 4 0.16
Candy sales are seasonal, being highest during the 3rd and 4th
0.07 4 0.28
quarters
Diabetes and obesity are on the rise, spurring healthy eating
0.03 2 0.06
globally
TOTAL: 1.00 2.92
 COMPETITIVE PROFILE MATRIX
Competitive Profile Matrix for Fast Food:
McDonald's YUM! Brands Burger King
Critical Success Factors Weight Rating Score Rating Score Rating Score
Global Presence 0.13 4 0.52 3 0.39 2 0.26
Market Share 0.07 4 0.28 3 0.21 3 0.14
Product Quality 0.09 3 0.27 2 0.18 4 0.36
Customer Satisfaction 0.08 2 0.16 3 0.24 4 0.32
Financial Stability 0.14 4 0.56 2 0.28 3 0.42
Technology 0.08 4 0.32 3 0.24 3 0.16
Product Development 0.05 4 0.20 3 0.15 2 0.10
Brand Awareness 0.16 4 0.64 3 0.48 3 0.32
Price Competitiveness 0.13 4 0.52 3 0.39 3 0.26
Diversification 0.07 3 0.21 4 0.28 3 0.14
TOTALS: 1.00 3.68 2.84 2.48

Competitive Profile Matrix for University:

University 1 University 2 University 3
Critical Success Factors Weight Rating Score Rating Score Rating Score
Tuition costs 0.13 4 0.52 3 0.39 2 0.26
Quality of faculty 0.07 4 0.28 3 0.21 3 0.14
Academic reputation 0.09 3 0.27 2 0.18 4 0.36
Average class size 0.08 2 0.16 3 0.24 4 0.32
Campus facilities 0.14 4 0.56 2 0.28 3 0.42
Athletic programs 0.08 4 0.32 3 0.24 3 0.16
Quality of students 0.05 4 0.20 3 0.15 2 0.10
Graduate programs 0.16 4 0.64 3 0.48 3 0.32
Location of campus 0.13 4 0.52 3 0.39 3 0.26
Campus culture 0.07 3 0.21 4 0.28 3 0.14
TOTALS: 1.00 3.68 2.84 2.48