The Vision and Mission Statement of the Firm

I. Vision

To become the leading food and beverage company in the Philippines and across the
ASEAN region, carrying a wide portfolio of delightful brands with exceptional quality
and value made through the effective system and motivated people. URC is committed to
make lives an enjoyable experience and plans to join global markets in ten years span.

Vision Statement Analysis Matrix

Does the Evaluation

Parameter
1. Does it clearly answer the question:
“What do we want to become?”
2. Is it concise enough yet inspirational?
3. Is it aspirational?
4. Does it give clear indication as to when
it should be attained?
Vision (If Yes, identify which words
Statement or phrases show that the
Answered questions were answered; if
the No, then identify words or
Questions phrases that will respond to
(Yes/No) the questions?
Yes It is indicated in their statement,
“to be the best Philippine food
and beverage company.”
Yes It is concise enough and also
inspirational in the statement,
“We are committed in making
lives a truly fun experience.”
Yes The company wants to have a
grasp in the international
markets as it states, “with a
powerful presence throughout
the ASEAN region”
No There is no clear statement that
shows when URC wants to
attain it. In a way, the word
 “lives” that may refer to
lifetime is the only word related
to answer when, but not clear.

II. Mission

Universal Robina Corporation (URC) is one of the largest branded food product
companies in the Philippines that uses nontoxic materials. It has a growing presence
in the online and physical markets across the ASEAN region, providing more benefits
to employees and more job opportunities to help many Filipino families.

Mission Statement Analysis Matrix

Does the Evaluation

Mission If YES, indicate the
Statement phrase or statement that
Components contain the refers to the component.
identified If NO, suggest a phrase or
components statement that will define
(Yes/No) the component.
1. Customers Yes It is indicated in the
phrases, “companies in the
Philippines” and “other
ASEAN markets.”
2. Products or services Yes It is states clearly in the
phrase, “branded food
product.”
3. Markets (Geographically, where does the Yes The company competes in
firm compete?) South East Asian Countries,
as the words “Philippines”
and “ASEAN” are
indicated.
4. Technology
5. Concern for survival, growth and
profitability
6. Philosophy (beliefs, values, aspirations,
and ethical priorities)
7. Self-concept (distinctive competence or
major competitive advantage)
8. Concern for public image
(responsiveness to social, community,
and environmental concerns)
No No words found that can be
related to technology. The
suggestion is to make the
statement goes like, “… a
growing presence in the
online markets across
ASEAN region.
Yes The phases, “largest
branded food product
companies in the
Philippines” and “growing
presence in other ASEAN
markets”, show their
concern to achieve financial
success to last, rise and earn
more.
No It doesn’t indicate any
philosophical phrases. The
suggestion is like this, “… a
growing presence in other
ASEAN markets; providing
more job opportunities to
help more Filipino
families.”
Yes Major competitive
advantage as stated in the
phrase, “… growing
presence in other ASEAN
markets.”
No There is no indication of the
following concerns, and the
suggestion is to make it,
 “Universal Robina
Corporation (URC) is one
of the largest branded food
product companies in the
Philippines that uses non-
toxic materials and has a
growing presence in other
ASEAN markets; providing
works for more Filipinos.”
9. Concern for employees (employees No There are no indicators for
considered as valuable assets of the firm) this concern, but the
suggestion is to make it “…
a growing presence in other
ASEAN markets, providing
more benefits to all of the
company employees.
10. Nation-building Yes It is indicated in the
statement “the largest
branded food product
companies in the
Philippines” and “growing
presence in other ASEAN
markets.”

Suggestions on How to Cascade to the Statement to the Stakeholders

Things are better understood when explained adequately. There are only minimal changes
suggested for the vision statement to make it more relevant and time-bound. The company
should upgrade its mode of product distribution to increase efficiency. Nowadays, e-markets are
quickly booming because they are accessible to almost anyone, anytime, and anywhere. The
company should make relevant decisions such as developing an e-market that is open for both
local and global customers. If there are more customers, there will be more profit. Besides,
online shops are more cost-effective than physical shops or companies. Also, setting time-bound
will promote work efficacy towards the management and the employee. They will do all the
possible ways to achieve the goal at the specified time.

On the other hand, there are significant changes made in the mission statement. The technology
incorporates developing online markets open for local and global customers. This move will lead
to economic and social concerns. If the company successfully penetrated the global market, there
will be more demand for products, which means more workforce and more job opportunities for
Filipino families. However, this is the reason why the company should use nontoxic materials.
Even if there is more demand for product materials, it could not harm the environment. The
opening of e-markets on global business could make a new line of work like customer service
representatives who will monitor the customers online.

Most of the investors or stakeholders will recognize the exact image of what the company is
planning and working for, which can assure their loyalty and trust to keep investing in the
company with clear goals towards success.