GT30003: STRATEGIC MANAGEMENT & BUSINESS

POLICY

TITLE:
JAKEL TRADING SDN. BHD. MALAYSIA

GROUP MEMBERS:

No NAME MATRIC NUMBER

1 NORWANI BINTI JULIAN BG17110317
2 NORHAIZA BINTI HINDU BG17160475
3 NURERREYANA BINTI JUSI BG17110310
4 PUVANESWARY A/P KANNAN BG17160623
5 SYAHMIRAH BINTI SULAIMAN BG17160673
6 ZUR’NAZIRA BINTI ZUL BG17160485
1. INTRODUCTION
a) Provide a simple introduction of the company.
JAKEL Trading was founded by Mohamed Jakel bin Ahmad on 24 January 1983 in
Muar, Johor. JAKEL Trading is based in Malaysia, with the head office in Kuala Lumpur.
The owner of JAKEL Trading is Datuk Haji Mohamed Faroz, the eldest son of the late
Mohamed Jakel Ahmad. The company was established on March 12, 2009 and
operates in the Miscellaneous Store Retailers industry. The tagline of the company is
“Ingat Kain, Ingat JAKEL”.

With the goal of “ONE BRANCH, ONE STATE”, JAKEL Trading has opened 20
branches throughout Malaysia. It intends to conquer the textile industry from north to
south of Malaysia to provide the best fabric choices. In its early days, the founder started
off a textile wholesale supplier to small retailers around Muar town. After two years,
JAKEL opened a branch in Segamat, Johor. With an additional capital investment of
RM500,000, JAKEL expanded its business through retail trading and expand the supply
of textiles to the government agencies and private suppliers. In 1997, Malaysia has been
hit by the economic crisis.

Fortunately, JAKEL successfully weathered the 1997 economic downturn and continued
to grow from strength to strength. JAKEL has initiated a great change in local
entrepreneurship, while the textile business was once monopolised by foreigners, but it
is now proudly led by Bumiputera entrepreneurs. From its humble beginnings of starting
out the business, the group is today a renowned textile retailer of a broad variety of
textiles.

b) Analyze the goodness of the company vision. Is the vision statement clear,
future and market oriented?
A vision statements describes what a company wants to achieve and what the company
will look like in the future. JAKEL Trading’s vision is “To expand the company and be
established as the largest textile supplier as well as importer in Malaysia”. Based
on this vision, JAKEL Trading vision’s statement are clear and simple because it makes
easier for reader to understand and analyse.

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 The vision statement state what the company wants to become in future. Thus, JAKEL
wants to be the largest textile provider and importer in Malaysia. One of the benefits of
having a clear and simple vision is to make sure all of employees and managers can
understand the company’s purpose. Thus, it will provide direction to the employees and
managers for all planning activities.

Furthermore, a good vision should be achievable and futuristic. It reveals that the
company’s aspirations for the future which is to expand the textiles company by opening
branches or subsidiaries throughout Malaysia. It is proved when Mohamed Faroz
Mohamed JAKEL has successfully expanding his humble company with more than 30
subsidiaries and 6000 employees involved in multiple fields.

Besides, his vision and leadership qualities were recognized by The Federation of the
Gulf Cooperation Council Chambers (GCC) and the American Leadership Development
Association (ALDA) as the Visionary Leader of the Year, which was given recently at
their event in London. The vision statement of market-oriented focuses on the customer
and not the product. Based on the JAKEL’s vision, it does not state or focuses on the
customer. For example, “To be the largest textile supplier”.

However, an effective vision statement should concentrate on what customer needs. It is

must related with the customer needs and preferences. A simple, market-oriented vision
statement could be: “To provide a better quality of textiles in order to meet the
customer’s satisfaction”. Thus, market-oriented vision statement is important to
understand both the expressed and latent needs of their customers.

c) Analyze the goodness of the company mission statement. Is the mission

statement fulfilling a characteristic of good mission statement?
Mission statement is important for every organization as it is a step forward in reaching
their organization’s goals. Since it is the next step in action planning process, several
questions have been stated as the major questions which comply in describing what is
the mission statement it. These questions are included what the organization going to do
and why the organization need to do the act.

Thus, the mission statements must be concise, outcome-oriented and inclusive

[ CITATION Com20 \l 1033 ]. It has to be concise although the mission statement as short
phase as a vision statement, it still need to express what the organization will do. The

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 statement also need to explain what will the organization is working to achieve by not
limiting the strategies or sectors in the community that might be part in the project, in the
future.

Hence, by complying all the nine components of good mission statement, the
organization will a step ahead in reaching their goals. Those nine components [ CITATION
Ovi13 \l 1033 ] are shown in the figure below.

Customers

Products or services

Markets

Technology

Concern for survival

Philosophy

Self-concept

Concern for public image

Concern for employees

Figure 1.C:9 COMPONENTS OF A GOOD MISSION STATEMENT

Along with the listed of the nine components as an above, JAKEL have provided their
own lists of mission statements that the use to sustain their company in the market.
Hence, JAKEL’s mission statements [ CITATION JAK20 \l 1033 ] are as follows:

a) JAKEL aims to provide textiles and fabrics with the highest and guaranteed quality, to
ensure that the needs of individual customers, the government and private sectors are
met.

b) JAKEL aims to consistently and continuously provide the most exquisite fabrics in order
to meet the customer’s satisfaction in terms and style.

c) Consistent with the company’s motto, “CUSTOMER IS OUR MAIN PRIORITY”, JAKEL
aims to practice the concept of “ONE SALESPERSON FOR ONE CUSTOMER” with the
purpose of reaching the customer’s maximum satisfaction.

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d) JAKEL aims to deliver the best service in order for customers and clients to have unique
and unforgettable shopping experiences in all our Textile Galleries.

Thus, from the mission statements listed above, JAKEL only comply seven out of nine
components in good mission statements. The components that they used are includes
customers, product or services, technology, concern for survival, philosophy, self-
concept and concern for employees. However, market and concern for employees are
the components that they left out.

These seven components that they use in their mission statement are explain as below:

I. Customers.

- In customers’ segment, the organization must know who their customers are and
how they will benefit their customer by the way the working with their operation. As
for JAKEL, they have stated clearly the listed of their costumers that they
approached which includes the individual customers, the government and the ones
who work in private sectors. This conclude that they provide their product to their
specific customers that they have been targeting and approaching since day one.

- Also, JAKEL give the benefits for their customers by consistently and continuously
provide the most exquisite fabrics in order to meet their customers satisfactory
including complies with their customers’ styles and demand.

II. Products or services.

- In this component, the organization must explain and stated what is their main
products or services that the organization will deliver to the customers along with
their uniqueness among other organization. Based on JAKEL’s mission statement
above, we can see how they fulfil this component by stating producing fabrics
according with their customers’ style and demand as their main production.

III. Technology.

- By consistently and continuously providing and producing such an exquisite fabrics

and textiles to their customers have proven that the technologies used in JAKEL
are up to date with the current trends, demands and flows. Not only helping the
company understand more about their customer’s style and preferences, but also

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can continuously achieve their highest and guaranteed quality in every piece
produced by them.

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IV. Concern for survival.

- Through this component, JAKEL have proved that through these years they
operating – fulfilling their customers desire to feel better and proper styled in front
of the public – they keep engaging with the customers by understanding very well
on what they request in every textile production which go along with the current
trends without lacking in any ways. Their financial soundness also proved by how
well the opened their branch, mostly in every states in Malaysia to gain more
customers and satisfaction in fulfilling the need of their targeted customers.

V. Philosophy.

- JAKEL come out with a motto in their mission statement above which is
“CUSTOMERS IS OUR MAIN PRIORITY” by practicing with their concept of “ONE
SALESPERSON FOR ONE CUSTOMER” to have a good relationship with their
customers, day by day. Thus, this making JAKEL have their own philosophy to
start their new day and operation until now.

VI. Self-concept.

- The self-concept that JAKEL use in their operation is mainly focus on satisfy their
customer needs in textile and fabrics productions. This can be shown via how well
this company have gone so far by having their kind of development segments of
textile and fabric productions that fulfil the trends requirements nowadays.

VII. Concern for public image.

- JAKEL provides proper attire to different individuals’ need which includes individual
customer, the government and the private sectors. There three type of individual
have their own kind of requirements and demand which later fulfil their need of
working environment and also complies with the outside work too.

Thus, fulfilling all the nine major components of good mission statement not only can drive
the organization towards achieving their goals but also can strengthen the relationship
between the organization and the customers too as well as enhancing the path of success
towards enlarging the market to worldwide. In short, mission statement has proved that by
creating it for the company can helps an organization to achieve higher performance
[ CITATION Ovi13 \l 1033 ] compared to their competitors.

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 d) Identify the objectives of the company. Are all the objectives SMART =
Specific? Measurable? Attainable? Relevant? and Timely? Justify your
judgement.
Having JAKEL‘s objectives [ CITATION Isa15 \l 1033 ] stated as targeting the younger
generation market segment as well as keeping up to date with today’s fashion –
the JAKEL implies all the three kind of objective stated above. JAKEL sees how
important to look after what the younger generation needs in the way of they represent
themselves in the public due to the change of current trends during the time. Thus, by
studying their behavior in changing the way of current look which obviously impacted on
the community level, giving the JAKEL a guide to produce their productions according
with the current fashion flows.

Plus, JAKEL also complies all the SMART concepts for the better objective statement on
an organization. Having specific, measureable, achievable, relevant and timely objective
can help the organization to move time to time just to make sure the company sustain
longer in the market. The objective stated is specific for the audience to understand
since they said clearly to targeting the younger generation to lead the current flow of
fashion and needs. Plus, it is measurable since every production by JAKEL are quality
guaranteed which supported in their mission before. Also complies with achievable
objectives since every trends have their own season off that only need JAKEL
thoroughly observation with the current flow.

Having a relevant and timely objective also shown in their objective’s statement since
the relevance’s following the upcoming trends and focusing on how long the season or
fashion trends will be ongoing also proved the JAKEL having a good objective to
operating their company. In short, JAKEL has proven that having specific yet
understandable objective which clearly stated to the customers are the important matter
that has to take seriously since JAKEL is one of the source in blasting the fashion
industry with exquisite design of fabrics and textile which end up with giving an
enhancement looks in the attire presented to the public or even to the world.

2. CONTENT
a) Identify and explain two (2) major strategic decisions by the company.

I. Major strategic decision by the Jakel Trading Sdn Bhd is intensive strategy in
product development. Textile are made of high-quality materials, inspiring

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 designs, charming colors and offered at reasonable prices that customers cannot
resists is the Jakel’s major business and Jakel Trading Sdn Bhd have a series of
specialities to cater customers’ needs meanwhile to improve their fabric design
and provide more services to customers from different groups and demographic.
II. Second major strategic decision by the Jakel Trading Sdn Bhd is diversification
strategy in unrelated business such as established Jakel Development. Jakel
Development was established in 2011 and was set to become the new
benchmark in Malaysia’s real estate industry which is not in line with textile
industry.

b) Judge how fit the strategies with the company vision and mission.
Intensive strategy in product development is fit with Jakel Trading Sdn Bhd mission only
and not for vision. Where product development happened when the situation of new or
different characteristics products that offer new or additional benefits to the customers.
This strategic may also involve some modification of existing product. Jakel Trading Sdn
Bhd which well known as the textile distributor in Malaysia is improving their products
with the up-to-date or trendy design and pattern of textile imported from all over the
world to full filled all levels of society. Thus, Intensifying the promotion of investment in
higher value-added textiles and apparel, including key support services.

Beginning as carpet distributor, Jakel Trading Sdn Bhd enhancing the skills of the
workforce in designing production and marketing. Thus, currently step into the field of
garment making for Bridal apparel, praying kit for Muslims, Ready Apparel for kids, Men
and Women which recently collaboration with Malaysian Celebrity Family,
SCHAWALARA X JAKEL 2019 and some of the Bridal apparel is exclusively made by
their experience tailors. That is the reason why the strategic decision by the Jakel
Trading Sdn Bhd is fit enough with the company mission, Jakel aims to consistently and
continuously provide the most exquisite fabrics in order to meet the customer’s
satisfaction in terms of trend and styles.

In additional, Jakel Trading Sdn Bhd provides the service of measure and customize
garments to fit customers’ body size and for all occasions at In-House tailoring at Men’s
department, carpet installation, curtains sewing or curtain rail installation and provide
quality and comfortable apparel for employees of government sectors and private
institutions in Malaysia with the exclusivity of pattern. That is the another reason why the

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strategic decision by the Jakel Trading Sdn Bhd is fit enough with the company’s second
mission which is Jakel aims to provide textiles and fabrics with the highest and
guaranteed quality to ensure that the needs of individual customers, the government and
private sectors are met.

Based on company vision, the largest textile supplier which is Jakel Trading Sdn Bhd
aims to expand the company and be established as the largest textile supplier as well as
importer in Malaysia is fit with company. Second major strategic decision by the Jakel
Trading Sdn Bhd, diversification strategy in unrelated business such as established
Jakel Development.

Jakel Trading Sdn Bhd was built on a tradition of trust with emphasis on both
consistency and reliability. Building on its successes, Jakel Group has expanded into
property, Jakel Development was established in 2011 and was set to become the new
benchmark in Malaysia’s real estate industry. Its projects are Jakel Square, J Dupion,
Wisma BSN, J Palladium, J Galleria, The Velodrome, Lot 16, Lembah Ledang, Capital
Square, J Taffeta and J Duchess. Only one project can be related to the strategic
decision by the company which is focus on Jakel Square meanwhile other projects are
not related to the textile industry. That the reason why this diversification is category in
unrelated business.

Jakel Square seamless lifestyle experience for occasions that consists of over 800,000
square feet of space. Jakel Square houses several companies accommodating its 10-
storey Jakel Mall and office. Jakel Mall provides 5 floors of fine selection of cloth and
silk, the visitors can choose and have personal assistance from staffs for a complete
shopping experience and completing the needs of the customers, Jakel Mall also has
retail shops for customers to dine and shop, among the stores are Chatime, Schawal,
Soulmate Café Watsons, Boost, and other retail lots. These facilities are to maximum
customer’s satisfaction and consistent with the company’s motto: “Customer Satisfaction
Is Our Main Priority” and other mission which is “The Best Service and Pleasant
Shopping Experience”, Jakel aims to deliver the best service in order for customers and
clients to have unique and unforgettable shopping experiences in all of our Textile
Galleries.

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c) Judge how effective and efficient the strategies achieve the company’s
objectives.
The company objectives is stated as targeting the younger generation market
segment as well as keeping up to date with today’s fashion. JAKEL sees how
important to look after what the younger generation needs in the way of they represent
themselves in the public due to the change of current trends during the time. Thus, by
studying their behavior in changing the way of current look which obviously impacted on
the community level, giving the JAKEL a guide to produce their productions according
with the current fashion flows. Silk House of Jackel’s is focused to put one of the
Bumiputra’s on the stage of Malaysian fashion fabric. The company believes that in
this venture comes opportunity. The mission or objective is very important for every
business and the firm must have a clear vision and mission in order for them to plan well
to achieve their goals. The vision of Jakel’s is to aims to expand the company and
be establish as the largest textile supplier as well as importer in Malaysia which is
to innovate, create and rediscover the field of fashion fabric. Besides that, the company
mission is to achieve the highest and guaranteed quality which is the Silk House Jakel’s
has something for every woman, every home and every occasion. Choose from a wide
range of sub-line creations from luxury to a very limited edition piece. Fabric from Silk
House Jackets exudes elegance of elegance with the most affordable fabrics in silk,
crepe, satin and jacquard expressions. Some of these neatly crafted silk finishes are
embroidered with delicate beads, stitches, metallic hand-stitched machines. In addition,
for contemporary crepe, georgette, tissue and silk collections in various colors, patterns
and designs, Silk House Jackel’s also have a wide variety of fabrics for curtains and
upholstery complete with matching decoration that meet the objectives of the most
exquisite fabrics.

In addition, the Silk House Jakel’s also provides a service where customers choose their
preferred fabric and the Silk House Jakel’s will complete the task until installation this is
will help to achieve the objectives of customer’s maximum satisfaction. As a
leading supplier of fabrics, Jakel’s Trading has been at the forefront of bringing the
world's finest fabric, silk and textile products including exclusive fabrics from Korea,
France, Spain and Italy. The interesting thing about Jakel’s is that they focus solely on
luxury fabrics. Jackel’s also expanded their product line through promotions to cater to
mid-range markets. Because of their expertise in the industry, they can bring in more
affordable products. Among the well-known brands in Jakel's stores are Valentino, Pierre

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Cardin, Zegna, Armani, Lorenzo Riva, Ungaro and Solstiss. Overall, quality of the
management is a set of management practices across the organization, working to
ensure that organizations consistently meet or exceed customer needs in the context of
furthering their employees' expertise and professional level.

Total quality management focuses heavily on process measurement and control as a

continuous improvement tool which is a cultural, behavioral and organizational
description of a company that aims to provide, and continue to provide, customers with
products and services that meet their needs and demands. Hence, to achieve the
objectives to become the best service and pleasant shopping experiences. Culture
requires quality in all aspects of a company's operations, with things done first, and
defects and waste removed from operations. Key aspects of total quality management
include customer quality, leadership and highest management commitment, continuous
improvement, rapid response, fact-based action, employee participation and more.
Customer driven quality is customer satisfaction and it is seen as the highest priority of
the company. The company will only succeed if the customer is satisfied.

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 Photo 1.0 Article of Jakel’s achievement from Harian Metro news

d) Explain the problems and limitation of the current vision, mission and
objectives.
The Silk House Jackets establish a strong goal of improving products and services to be
competitive, stay in business and provide employment. But sometimes the firm’s need to
handle the first problem identified of delays, errors, damaged materials and
defective workmanship. Stop relying on time checks, requiring, on the contrary,
statistical evidence that quality is built. Terminate business giving practices based on
price alone. Instead, it depends on the quality measure that is meaningful, along with the
price. Instead, they find problems and constantly improve their production systems and
services. The second problems identified such as an irresponsible agency copying
their design without an official permission. There should be continuous reduction of
waste and continuous improvement of quality in each activity to produce continuous
productivity improvement and cost reduction.

The emphasis on production supervisor to help employee do better work. Automatic

quality improvement will increase productivity. The Jakel's Silk House Management must

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be prepared to take immediate action on the supervisor's response to the of the third
problem identified of issues such as inherited defects, lack of maintenance, poor
equipment or a faulty operational definition. Fear is a barrier to improvement that
drives fear with encouraged an effective bilateral communication and other mechanisms
that will enable everyone to be part of change, and to be its own. Fear is often found at
all levels in the organization which is fear of change, fear of the fact that it may be
necessary to learn how to work better and fear that their position may be taken away
often affects middle and high management, while in stores, employees may also fear the
impact of change on their work. There are barriers between department and staff area.

People in different fields such as research, design, sales, administration and production
must work in teams to address issues that may be encountered with the product or
service. They have to eliminate the use of slogans, posters and advice for the workforce,
demanding zero defects and new levels of productivity without providing the means.
Such advice only builds opposing relationships. The fourth problem identified is
eliminating work standards that set numerical quotas for the workforce and
numerical goals for people in management, helpful substitutes and useful leadership
can also be used. Remove barriers that rob workers of the hour, and people in
management, of their rights to work pride. This implies, elimination of annual merit
assessments and objective management. The limitations of Jakel’s is to establish
with the belief that are the catalysts to bring fashion in Malaysia from a medium to
higher level with the support of the distinguished partners and clients. The firms are
working together with the fashion industry to user in a new era of fashion. The second
limitation is single individuals cannot achieve their goals in the true sense. Quality
teams and quality circles are two of the most common techniques used in quality
management. Quality circles are synonymous with objective management (MBO) in
management terms. For example, quality circles were first developed in Japan as a
productivity improvement technique, but now the term is used in a more complex
context. People are gathered from the same organizational area and leaders are
appointed to monitor the objectives, the team is fully motivated and fully trained to
achieve certain objectives. The third limitation is Focusing on quality, combined
with the increasing cost of materials, equipment, labor and advertising that drives
the implementation of Total quality management as a competitive strategy across
all organizations. The demands for this change also provide an opportunity for the
management of the expanded marketing department to make Total quality management

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 successful. The fourth limitation is the Total quality management approach is
based on the use of objective data, and provides an unreasonable and emotional
basis for making decisions. The statistical approach to management in marketing and
manufacturing acknowledges that most problems are system-related, and not caused by
specific employees. In practice, data is collected by the Jakel company and put into the
hands of those in the best position to analyze it and then take appropriate action to
reduce costs and prevent non-compliance.

e) Content summary.
Two major strategic decisions by the Jakel Trading Sdn Bhd are intensive strategy in
product development and diversification strategy in unrelated business. Somehow the
strategies can fit with the company vision and mission but some not suitable for both,
only one of it. For instance, strategic decision of diversification strategy in unrelated
business such as established Jakel Development is suitable and the strategy fit enough
for the vision of the largest textile supplier which is Jakel Trading Sdn Bhd aims to
expand the company and be established as the largest textile supplier as well as
importer in Malaysia. Even though the statement is quite long for a vision statement.

Meanwhile, strategic decision of diversification strategy in unrelated business also fit

with the company mission such as to maximum customer’s satisfaction and consistent
with the company’s motto: “Customer Satisfaction Is Our Main Priority” and “The Best
Service and Pleasant Shopping Experience”. Thus, intensive strategy in product
development is fit with Jakel Trading Sdn Bhd mission only and not for vision. The fit
mission is Jakel aims to provide textiles and fabrics with the highest and guaranteed
quality to ensure that the needs of individual customers, the government and private
sectors are met and other mission is Jakel aims to consistently and continuously provide
the most exquisite fabrics in order to meet the customer’s satisfaction in terms of trend
and styles. Not all strategic decisions can fit the company vision and mission.

The effectiveness and efficiency of the strategies achieve the company’s objectives is
visible once Jakel Trading Sdn Bhd planned well to achieve their goals. In additional, the
quality management is a set of management practices across the organization, working
to ensure that organizations consistently meet or exceed customer needs in the context
of furthering their employees' expertise and professional level. Plus, the company will
only succeed if the customer is satisfied with their products and services.

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 Every companies will be facing on many types of the problems and limitation but in this
study will focus on the problems and limitation of the company current vision, mission,
and objectives. The problems that can be easily detect by the management are the
delays, errors, damaged materials and defective workmanship, an irresponsible agency
copying their design without an official permission, issues such as inherited defects, lack
of maintenance, poor equipment or a faulty operational definition, set numerical quotas
for the workforce and numerical goals for people in management, Meanwhile, the
limitations of Jakel’s Trading Sdn Bhd is to establish with the belief that are the catalysts
to bring fashion in Malaysia from a medium to higher level with the support of the
distinguished partners and clients due to high competitors such as Gulatis, Kamdar,
Nagoya, and Muaz Textile. The firms do not have a chance to be together with the
fashion industry to user in a new era of fashion. If these problems and limitation can be
cover up, the Jakel Trading Sdn Bhd will be always remains as the top textile company
in Malaysia.

3. CONCLUSION
a) Purpose a better vision for the company.
The better vision for Jakel Trading is ‘the opportunity to make a real difference in all
aspects to attain customer satisfaction by means of utilizing the highest quality of
resources. Even the customer’s satisfaction is one the vision of Jakel Textile and aim
to practice the concept of one salesperson for one customer, but it’s couldn’t be
achieved without well trained employee. The word of “resources” in the statement
rephrased the well-trained employees.

Another vision is ‘our investment is customer satisfaction’ which the sounds begins
like excellence in customer focus, engagement. The customer satisfaction is more
important than real investment base. ‘Impeccable product quality and consistent on
time deliveries’ which means the company not only performs office hours but also
delivery services to its own customer base in order to maintain the good relationship with
each other. Last but least, the next vision is ‘product without environmental
pollution’. As a textile company we should conduct our business with social
responsibilities and ethical manner to protect the environment besides to earn the
profitability.

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b) Purpose a better mission statement for the company.
The Jakel Group seeks for an elevated requirement of execution and aims to maintain a
long- term position in the Jakel Trading, which is textile market, Jakel Manufacturing and
Jakel Development in properties, and, oil and gas market segments in which it competes
with other companies outside there. This will be accomplished through operating
efficiency, proceeded with devotion to customer, cost adequacy, and conformance to
values. Be that as it may, the accompanying highlights cannot be achieved without a
long-term effective mission.

In spite of the fact that the Jakel Group has its own well-managed mission however there
may be shortcomings. The better mission for Jakel Group is ‘concern about the
employee’s satisfaction, engage effectively by giving nothing but the best and
maintain the highest quality product, grasping innovation to reduce cost and
improve service levels. Employees are the backbone of a company's success because
it will continue to invest in building its organization capacity and capability. Employers
put a lot of effort in boosting employee engagement to help achieve growth and
success. The meaning of mission is to provide the best quality performances towards
the customers regardless of the hierarchy of the community. This is on the grounds that,
so all type of customer regardless social hierarchy can have equivalent and reasonable
products and services. The mission shows the major component that needed to be in
statement such as employees, technology, product and service, customer and public
image.

c) How the new vision and mission statement achieves the competitive
advantage compared to its rival? Justify.
To achieves the competitive advantage Jakel needs to have a unique vision and
mission. As we see the vision and mission for Jakel company totally different and
unique. They also had a prove that Jakel had accomplished their first vision and mission.
The main character in the mission statement for the Jakel company is they need to have
a positive effect on organizational performance. In this case, Jakel can achieve a
competitive advantage clearly. Organization Jakel company must develop a clear vision
to get an effective mission statement to get a competitive advantage from its rivals. This
because the success of the mission and vision statement is from comprehensiveness
and creativity.

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 To became advantages competitive for their rivals Jakel company needs to have values,
beliefs, and business ethics to their stakeholders in their new vision and mission
statements. The New vision and mission for Jakel company need to be relevant and
realistics. The Jakel company need applied in SMART rules for the mission statements.

Moreover, to achieve a competitive advantage in their mission and vision statements

Jakel company should aim for survival and continuity in its mission and vision
statements as a going concern in the organization of Jakel company.

d) Overall conclusion.
Overall, in this case, study, we can see that vision for Jakel company simple and clear.
This show how easier people to understand their vision. Also, for the mission statement,
Jakel company need to include seven components such as customers, products or
service, technology, the concern of survival, philosophy, self-concept, and concern for
public image. If the Jakel company can use all these seven components in their mission
statement they can make their mission more attractive and became easier for their
company to achieve. Jakel company had their own strategic to fit their mission and
vision statement, this because they need this statement to expand their company and to
gain more opportunity for their company became the best. We also recommend the new
mission and vision statement for Jakel company to become more competitive advantage
with their rival. Jakel company had its own advantage to achieve the goals they just
need an effort for every organization in their company and their own attitude to make
sure to achieve their goals.

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