SONY

Vision: “To use our passion for technology, content and services to deliver kando, in ways that only Sony can.”

Suggested changes:

1. Specify the meaning of “kando”

CEO Kazuo Hirai defines as “emotional involvement” or the “power to stimulate emotional response.” The
concept is integrated in product development and innovation processes. The implementation of kando also
supports Sony’s generic strategy and intensive growth strategies.

2. Mention a desired future condition of the business

An ideal vision statement must contain details that describe the company’s target future situation. Thus, a
recommendation for Sony to improve its corporate vision statement is to add information on a future business
state achievable by delivering kando, such as leadership in the electronics, gaming, entertainment, and
financial services markets.

Revised Vision: ’ To use our passion for technology, content and services to deliver kando- the power to
stimulate emotional response, in ways that only Sony can, to maintain market dominance/ leadership in the
company’s chosen business segments.’

Mission: “To be a company that provides customers with kando – to move them emotionally – and inspires
and fulfils their curiosity.”

Suggested changes:

1. Contain more information to guide strategic decision making

Sony’s mission statement gives a general description of what the business does for customers. However, the
corporate mission does not contain enough information to guide strategic decision-making. An ideal mission
statement must include sufficiently specific details on what the company must do in order to achieve the
corporate vision. In the case of Sony, the mission statement is not specific enough to guide strategy
formulation. Thus, a recommendation is to modify the mission statement to include information about the
company’s approach to capturing a larger market share or developing better electronics, gaming, and
entertainment products and financial services.

Revised Mission:

‘To be a company that provides customers with kando – to move them emotionally – and inspires and fulfils
their curiosity by bringing innovation to electronics, gaming, entertainment products and financial services.’
STATE BANK OF INDIA

1. Vision: “Committed to providing simple, responsive and innovative financial solutions”

The vision statement lacks specifics but is forward looking in the sense that they want to commit to innovative
solutions and have been doing the same making use of advanced technology. It is not graphic and doesn’t
paint a very clear picture. It sounds like good business sense, and are on the path they expect to be on. Their
objectives are strategic in nature, focusing more on short term goals. Their strategy includes customer service,
corporate credit revamp, digitisation of banking operations, synergy between subsidiaries, and human
resource.

Revised Vision:

‘We are homegrown, yet aim to be world class. We aspire to combine steady growth, consistent earnings
and are committed to providing simple, responsive, innovative and futureproof financial solutions.’

The above altercations imply that the bank is crystal clear that it wants to world-class and then hints at how it
intends to accomplish that.

It is honest about the work it does (A subtle hint at the ethics angle, perhaps?). It’s a financial institution, not
an amusement park —the bank is committed to generating wealth and providing financial security the picture
seems much clearer, while still being simple and memorable.

2. Mission: “Be the bank of choice for transforming India”

Both the vision statement and mission statements are short and concise, hence memorable. The mission
statement fails to capture the ‘who we are? what we do? why we are here?’. It does not mention their
purpose as such, it just says it wants to be the bank of choice for transforming India, which is vague. There is
no mention about the plans of achieving this transformation. It captures some essence of the Bank’s current
plans but doesn’t talk about how it’s going to achieve it. The strategic directional sense is lacking.

Revised Mission:

‘To be a customer-centric bank that delights and delivers with ever interactions, and in the process
accelerates digital transformation of India’

There is clear idea about how the bank aims to be a customer focused, and constantly interacts to improve
their performance. Customer delight and satisfaction are embedded in the mission. And, by doing all of these,
the bank also implies that they are a major driver in the digital transformation of India. This transformation is
brought about by the simple and innovative solutions the bank provides.

Values: Service | Transparency | Ethics | Politeness |Sustainability