Vision & Mission

"Vision without action is a daydream. Action without vision is a nightmare." 

Presented by
Amar S. Yadav
Arvind Yadav
Bhavesh Jha
Thangal Luwang
 Vision
Component:
Defines the desired or intended future Core ideology
state of an organization. -Core Values - timeless guiding principles
-Core Purpose - reason for being
Mental image
Define
Envisioned future
Forward-thinking what the -Big Hairy Audacious Goals (BHAG) -
company clearly articulated goals
“You have to create a grand, noble vision -Vivid description - a graphic description of
which elevates the energy, enthusiasm and aspire to what success and the future will be like
self-esteem of everyone in the company
while ensuring that everybody sees a be?
benefit in following the vision.” Recognition of service to stakeholders
By: Narayana Murthy, Founder of Infosys -Owners/creditors
-Employees
-Customers
 formulated
which the company's strategies are
What is your business? It is the framework or context within
Mission
Components :
Customers, Product ,Markets,
technology, concern for survival,
attain vision(time bonded)
growth, and profitability, philosophy,
Series of objective needed to
self concept, concern for public
image, concern for employees
 Mission
and vision

Strategy
Strategy Strategic
formulatio
goal
n (How can development (Where are
we best process we going?)
compete)

Strategic
analysis
(what are
our key
issues)
 Vision statements
Kingfisher Airlines
• The Kingfisher Airlines family will consistently deliver a safe, value-
based and enjoyable travel experience to all our guests .

Jet Airways
• To become the best airline in the world

Southwest Airlines
Southwest’s vision for a sustainable future is one where there will
be a balance in our business model between Employees and
Community, the Environment, and our Financial Viability. In order
to protect our world for future generations, while meeting our
commitments to our Employees, Customers, and Stakeholders

Cathay Pacific
• To be the most valued catering services partner in Asia; we focus
on quality and creativity to support customers in achieving their
ultimate goals.
 Vision Analysis

Properties of Vision Kingfisher Jet Southwest Cathay

Airlines Airways Airlines Pacific

Core ideology Y NS Y Y
(Core Values, Core Purpose )

Envisioned future (Big Hairy Y NS Y Y

Audacious Goals (BHAG,
Vivid description )

NS NS Y Y
Recognition of service to
stakeholders
(Owners/creditors
Employees
Customers)
 Outcome of Vision:
As per the analysis
• Jet airways is lacking at all three parameters. The reflection of core
ideology, vision specifics and the service to the stakeholders is not
clear. In comparison with its Indian counterpart Kingfisher airlines is
showing better vision reflecting the core values and vision specifics
however stakeholder services is lacking.
• As vision of foreign counterparts, it is better reflecting the whole
picture of their strategy for success. They have included everything for
having a better sustainable key player in the modern cut throat
competition.
• As both Cathey pacific and Southwest airlines have included all the
three p’s for sustainability i.e. people, planet and profit in their vision
that is showing the ethics and sustainable strategy formulation.
 Mission statement
Kingfisher
Kingfisher Airlines will have 'Fly the Good Times' approach and this will
Airlines reflect in the experience we will offer to passengers

Jet Airways Jet airways going to maintain the concept of domestic airlines travel to
that of a world airline.

Southwest Dedication to the high quality of service delivered with a high sense of
Airlines warmth , friendliness, individual pride and company spirit

-Strive for the highest quality and safety standards throughout the
supply chain.
• Research and develop innovative solutions for mutual benefits of all
business partners.
Cathay pacific • Simplify our systems and processes to make it easy for our customers.
• Pursue sustainable business growth to maximize returns on
investment.
• Engage and develop our people to excel.
• Develop environmental and corporate social responsibility leadership.
 Mission Analysis
parameters Kingfisher Jet Southwes Cathay
Airlines Airways t Airlines Pacific

Customers Y NS Y Y

Products or services quality Y Y Y Y

Markets( competition) NS Y Y Y

Technology NS NS Y Y

Concern for survival, NS NS Y Y

growth,& profitability
Philosophy NS NS Y Y

Self-concept( core- NS NS Y Y
competencies)
Concern for Public image Y NS Y Y

Concern for employees NS NS Y Y

 Outcomes of Mission :
Outcomes of the analysis can be:
• Indian airlines are lacking in the strategy formulation, not having the
mission to compete with the global airlines.
• Their missions do not properly reflect the dedication towards quality of
services they are providing.
• Their mission do not reflect the competency and sustainability factors
in business.
• Comparing the Indian air service providers ; Kingfisher has more specific
mission in comparison to Jet airways.
• As far as sustainability is concerned other foreign counterparts are
better off in innovation, customer services and employees satisfaction ,
showcase of the internal environment, social environment etc.
Thank You