Evaluating a Mission Statement: Naïade Resorts

• The mission statement should focus on satisfying customer needs

A mission statement should be focused on satisfying customer needs rather than being focused on the product. Products and technologies eventually become outdated, but basic market needs may last forever. (Kotler p.49)

• The mission statement should tell “Who” their customers are

A company should define the type of customers it wishes to serve. Which customer groups it is targeting. Customer groups are relevant because they indicate the market to be served, the geographic domain to be covered, and the types of buyers the firm is going after. (Thompson Strickland, p.30)

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• The mission statement should explain “What” customer needs the company is trying to satisfy

What customer needs is the company trying to satisfy? A company should define the particular needs of those customers groups it wishes to satisfy. A product or service becomes a business when it satisfies a need or a want.

• The mission statement should explain “How” the company should serve its customers

A company should define the means or technology by which it will serve the target market and satisfy the customer’s needs. By incorporating Who, What and How the firm will be perceived and act more customer & market-oriented. It will be perceived as a customer-satisfying entity, not a product-producing entity. (Kerin & Peterson, p.2.)

The mission statement fits the current market environment

Missions should fit the current market environment. (Kotler p.52)

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• The mission statement should be based on a competitive advantage

Competitive advantage arises from leveraging a firm’s unique skills and resources to implement value-creating strategy that competitors cannot implement as effectively. Your company should base its mission on a competitively superior internal strength or resource that the company performs well in comparison to its competitors.

• The mission statement should be based on the distinctive core competencies

According to Kotler (p.52) a distinctive core competency is a competitively superior company resource that the company performs well in comparison to its competitors

• The mission statement should motivate and inspire employee commitment

It should not be stated as making more sales or profits. A company’s employees need to feel that their work is significant and that it contributes to people’s lives.

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• The mission statement should be realistic

The company should avoid making the mission too narrow or too broad. (Kotler p.50)

• The mission statement should be specific, short and sharply focused

Mission statements should be specific. Vague or generic mission statements lack resonance and meaning. They won’t be remembered by anyone, and will likely be dismissed as too difficult to understand.

• The mission statement should be clear and easily understood.

Defining an organizations mission statement is a fundamental aspect of beginning strategic planning. Miss-representing the company’s mission can lead to strategic plans that do not complement the company’s purpose and reason for being.

Vision Statement

• Developing a Strategic Vision Statement

The entrepreneurial challenge in developing a strategic vision is to think creatively about how to prepare a company for the future. It requires rational analysis of what the company should be doing to get ready for the changes coming in its present business and to capitalize on newly developing market opportunities. (Thomas Strickland, p.4)

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• Criteria of a Strategic Vision Statement

The whole idea behind developing a vision statement is to set an organization apart from others in its industry and give it its own special identity, business emphasis, and path for development. The following are some characteristics of a good vision statement. (Thompson Strickland, p.29, 34-35)

The vision statement provides a Picture of what the business will look like in 5 to 10 Years from Now. It should have a time horizon of a decade or more.

The vision statement represents a dream that is beyond what you think is possible. It represents the mountain top of where the company is headed. Visioning takes you out beyond the present.

• Benefits of a Vision Statement

Seeing the benefits of vision can be a powerful motivation for individuals to reprioritize their activities and resources. A vision is beneficial for some of the following reasons:

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• It empowers people and focuses their efforts
• It focuses energy for greater effectiveness
• It raises the standard of excellence
• It establishes meaning for today
• It gives hope for the future
• It brings unity to community
• It provides a sense of continuity
• It raises commitment level
• It brings positive change

A well-articulated strategic vision creates enthusiasm and also mangers need to communicate the mission and vision in words that induce employee buy-in, build pride, and create a strong sense of organizational purpose. Both the mission and vision statement is found everywhere in an organization it is made visible that is post on the conference wall; place it on promotional materials, even on the packaging of products. Moreover, it is presented and repeated. It has to be presented over and over as a worthy organizational challenge, one capable of benefiting customers in a valuable and meaningful way.

Naïade Resorts Ltd

Naïade Resorts, Ltd. engages in the ownership and operation of hotels in Mauritius. It owns and manages five hotels in the three, four, and five star categories, including Le Tropical, Les Pavillons, Beau Rivage, Legends, and Merville Beach, as well as operates Ile des Deux Cocos in Blue Bay maritime nature reserve. The company was incorporated in 1987 and is headquartered in Floreal, Mauritius. 

• Mission Statement of Naïade Resorts Ltd

“Naïade Resorts is committed to realising our guest’s dreams.

We achieve this by developing and providing innovative, daring and excellent hospitality products served by devoted, committed, highly trained, vibrant people: our Key Asset.

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In so doing, we always strive to create and sustain outstanding returns and value for our shareholders, and to honour our social and environmental

responsibilities to the fullest.”

• Advantages of Naïade Resorts Ltd Mission Statement

The mission statement is focus on satisfying customer needs rather than being focused on the product as mention above it is committed to relalise its guest’s dreams which means this will attract more customers by just viewing the mission statement.

Moreover, the mission explain what the customers needs the company is trying to satisfy that is by developing and providing innovative, daring and excellent hospitality products served by devoted, committed, highly trained, vibrant people. On the other hand, it explains how Naïade will serve its customers.

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The mission statement of Naiade Resorts limited fit the current environment of Mauritius, known as the paradise island. In addition, Tourism is an important pillar of the Mauritian economy and thus, we know how to fulfill the dreams of tourists and make their holidays enjoyable through the people who are inborn with the skills in tourism sector. Furthermore, the company has inserted its core competencies that are its key asset.

Another benefit of Naïade’s mission statement is that it inspires employee commitment towards its organization and this will be very advantageous for the group as it will reduce employee turnover. Besides, the mission statement also specify for what they want to be remembered that is ‘social and environmental responsibilities to the fullest’. This is an important aspect as Corporate Social Responsibility (CSR) forms an important part in business.

• Disadvantages of Naïade Resorts Ltd Mission Statement

Apart from the advantages Naïade Resorts have some drawbacks as form the starting the mission statement do not specify who are their customers but for a profit making organization this will be a penalty and make result to lose customers.

Besides that the mission statement is not short, sharp focused and memorable as in an organization you have different workers from several educational background as for them according to our opinion this statement is not clear and easily understandable and also difficult to retain it.

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• Vision Statement of Naïade Resorts Ltd

“Naïade Resorts will be recognized as an international hotel group offering a wide range of products in all market segments of the leisure hospitality industry.

We will achieve this through acquisitions, joint ventures and management contracts.

We shall be recognized as a most respected business community leader, continuously improving shareholder value and the welfare of our staff whilst fulfilling our corporate social responsibility”.

• Advantages of Naïade Resorts Ltd vision Statement

The vision statement is well stated as it draws the attention of the people and commitment towards the vision. Moreover, as per the vision statement “We shall be recognized as a most respected business community leader, continuously improving shareholder value and the welfare of our staff whilst fulfilling our corporate social responsibility” this creates a vivid image in people’s head that provokes emotion and excitement. In addition, the statement creates enthusiasm and poses a challenge that inspires and engages people in the company.

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Another benefit of Naïade’s vision statement is that it provides a picture of what the business will look like in more years to come as it takes you out of the present. This will enforce and motivate workforce which will eventually create commitment.

• Disadvantages of Naïade Resorts Ltd vision Statement

Naïade Resorts statement is only for one class workers as the lower class has not been taken into consideration. In other words, the people working there who have not been to school are put aside. Thus, drawings could have been used make the vision statement for the whole organization.

Without the mission and vision statement, a company is lost, and will drift according to the pressures of the business environment. The fundamental problem, termed mission and vision creep, has been a diffusion of focus. There is the tendency of successful organizations to try to extend their influence beyond the limits of their core expertise. So if an organization wants to stay focused, develop a clear, concise mission and vision statement.

Writing a Mission Statement Mission and Vision Statement = Define of company’s business + Meeting customer needs.

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