ADMAS UNIVERSITY

School of Post Graduate

Masters of Business Administration
Strategic Management

GROUP ASSIGNMENT

By

Group Member ID No

1. Melat Zeray ………………………………………………………. PGMGB/4121/21

2. Mitiku Kasa…………………………………………………...PGMGB/4109/21
3. Eyues Sendek ………………………………………………… PGMGB/4089/21
4. Sitota Abebe………………………………………………….. PGMGB/4158/21
5. Fraol Mekonnen…………………………………………….. PGMGB/4638/21

December, 2022
Addis Ababa, Ethiopia
Contents
1. Assignment I.............................................................................................................................1
1.1. Evaluation of mission statement of Fiker water................................................................1
1.2. Evaluation of mission statement of East Africa Bottling Share Company.......................3
1.3. Evaluation of mission statement of Top Water.................................................................4
1.4. Evaluation of mission statement of arki Water.................................................................5
1.5. Evaluation of mission statement of Gold Water...............................................................7
2. Assignment II...........................................................................................................................9
2.1. Evaluation of vision statement of Fiker water..................................................................9
2.2. Evaluation of Vision statement of East Africa Bottling Share Company.........................9
2.3. Evaluation of mission statement of Top Water...............................................................10
2.4. Evaluation of vision statement of arki Water..................................................................11
2.5. Evaluation of vision statement of Gold Water................................................................11
 1. Assignment I
The nine components of Customers, products / services, markets, technology, concern for
survival, philosophy, self-concept, concern for public image, and concern for employees
1.1. Evaluation of mission statement of Fiker water
Mission statement of Fiker water:
“To become a leading brand in the country, and to avail quality from the source for the
common benefit of our society, community and country, and increase the profitability of the
company for shareholders.”
As it has been tried to mention earlier mission statement of any company expected to comprise
nine components. Let’s evaluate the mission statement of awash bank taking each component
of the mission statement in to consideration.
 Customers
A mission statement guides the way a company functions day to day and the kind of strategic
decisions made for the business. It puts down the manner in which a business should function
and for a company to make itself known as customer-centric, customers should be a vital part
of the mission statement. Taking a look to the mission statement of Fiker water on can
understand that the bank did not go specifically to its target customers who uses the services
that the bank offers instead the bank mentioned the society, community, and country which
can be defined a group or a person who may or may not use the services being offered by the
company. Taking the type of product the company produces it is fair to consider the whole
society as a customer. In this regard the mission statement is well written in terms of
addressing its customers.
 Products / services
The mission statement of the company describes its product in terms of the quality of the product
to benefit the society. Here in this statement we believe that the unique attributes of the product
should have been mentioned to put their company in the unique place in the market than their
competitors.
 Markets
Market is more of geographical location that the company compete. The mission of the
company describes the geographical location they are operating in.
  Technology
The mission statement Fiker water did not mention any of the technologies that the company
apply in achieving quality that benefit the society they are operating in. This is indeed one of
the weaknesses of the mission statement of the company as they should have mentioned
advance technologies that makes them unique than other various bottling companies in the
country so as to earn better market share.
 Concern for survival
……increase the profitability of the company for shareholders….
The statement shows the commitment of the company in terms of financial success. The mission
statement of the Fiker water well addressed this matter as the statement mentioned that the
company acts in manner that makes them profitable and satisfying their shareholders.
 Philosophy
What are the primary views, beliefs, desires, and ethical priorities of the company? Taking a look
to the mission statement of the company one could easily identify that the company is mainly
focused on giving values to its society and making profits. This is the best combination possible
for any business company out there.
 Concern for public image
Thinking about the concern for public image, the question “is the company sensitive to the well-
being of society, community and environment?”
…….from the source for the common benefit of our society, community and country…. This
shows the concern for the public image and the concern is even much more than having good
public image.
 Concern for employees
Any Business Company couldn’t thrive without tireless effort of their employees. Employees are
what companies need to take care of. In this regard, the mission statement of the company failed
to mention their concern and credit for employees. The mission statement should have mentioned
the expertise, experience, and advancement of their employees.
Recommended Mission statement
 “To become a leading brand in the country, to avail safe and quality drinking water being
available to every Ethiopian through latest processing technologies and highly productive
employees, and increase the profitability of the company for shareholders.”

1.2. Evaluation of mission statement of East Africa Bottling Share Company

The Mission of Addis Ababa University is “To supply products that are leaders in quality,
cost and customer satisfaction, through the integration of people, technology and systems.”
 Customers
The mission statement above shows how the company value its customers and their effort to
their satisfaction. The statement tried to revolve around its customers and integrate every
scenario build around its customers and their customers.
 Products / services
“To supply products that are leaders in quality, cost and customer satisfaction …….”
Part of the statement which has been stated above describes well enough what the company
stands for which is supplying products of which are leaders in quality, cost, and customer
satisfaction aspects as they are proceed by good integration of people, technology and systems.
 Markets
The mission statement above seem to have all aspects except the market that the company intend
to compete and thrive. It is better for companies of such standards to mention the region their
influence is about to appear.
 Technology
Technology has been mentioned one of the three integral parts of the company intended to
achieve supplying products of which are leaders in quality, cost, and customer satisfaction.
 Concern for survival
It is obvious what the East African bottling shared company intended to express their value
driven sense in their mission statement. But, still as a business company their commitment for
growth and profitability of their shareholders matters as they are their key partners and other
related issues could be vital.

 Philosophy
It is belied by various businessmen value matters much more than profit as profit could be
achieved through value. The mission statement of the company also shows the same ideology
that the company is value driven.

 Concern for public image

EABSC shown its concern for the public image in the mission statement in its intent to deliver a
product of higher value to its customers.
 Concern for employees
Employees has been mentioned as key part of the success of the company in delivering a product
of products of which are leaders in quality, cost, and customer satisfaction.

Taking from the evaluation of the mission statement of the EABSC we recommend the following
mission statement.
“To supply products that are leaders in quality, cost and customer satisfaction in the whole of
East Africa, through the integration of people, technology and systems.”
1.3. Evaluation of mission statement of Top Water
 Our mission is to be the first choice of bottled water & nonalcoholic beverage companies
in Ethiopia by partnering with our customers, suppliers and community.
 We strive to be an outstanding corporate by being honest, fair, and integral in everything
we do. We know our customers deserve water & non-alcoholic beverages at its highest
form of purity and we live to serve it.
 Customers
Customers have been mentioned repeatedly in the mission statement of top water company and
this is a clear indication that the company makes its customers the center of their operation
 Products / services
…. water & non-alcoholic beverages at its highest form of purity……
In the statement above, the company tried to differ its product in the form of purity and taking in
to consideration the amount of bottling companies in Ethiopia and taking purity as product
distinction won’t be enough for top water to attract its customers and earn a good share f the
market and we believe that the company should have much better words to make distinction of
its own product as purity is the primary criteria of any bottling company especially water
companies.
 Markets
The company clearly indicates that it is operating in Ethiopia and the goal to become the leading
in the industry.

 Technology
Technology is the integral part of a mission statement of any company and in this regard top
water couldn’t address its technological advancement and capacity to do so.
 Concern for survival
Survival matters for business companies such as top water competing in an environment where a
lot of companies producing the same product and the mission statement lacks that component in
mentioning and this indeed may harm the company in many ways.
 Philosophy
Commitment to providing outstanding value to their customers is the major purpose that top
water highlighted in their mission statement.

 Concern for public image

…an outstanding corporate by being honest, fair, and integral in everything we do. We know our
customers deserve water & non-alcoholic beverages at its highest form of purity and we live to
serve it…. This statement shows how the company concerned to keep its promises to its
customers but talking about public image it should be much, more about the society as a whole
including those who are not their customers. They should have added more in their statement
about building their image in view of the society as a whole.

 Concern for employees

The company again did not mention the value of their employees in their operations and
achievements. This of course shows their lack of concern for their employees.

Recommended mission statement;

“We seek to produce financial rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities in which we operate
through professional, tech-based and quality service. And in everything we do, we strive for
honesty, fairness and integrity.”

1.4. Evaluation of mission statement of arki Water

The Mission of arki Water “Our mission is to provide high quality, healthy and affordable
beverages to our customers. We bottle and sell natural mineral water that is rich in minerals
that benefit the body and increase vitality. We bring trust and mutual respect to all our
stakeholders by continually improving the quality and process of our product.

We focus on natural well-being, and encourage a lifestyle that is environment friendly.”

 Customers
Customers in arki water have been given a great deal of value as the mission statement addresses
them produces a product that would give so much to their customers.
 Products / services
The mission statement of arki water said a lot about specific attributes of their product which
makes them unique in the market. This description gives the company extra advantage against
other competitors in the market.

 Markets
The statement didn’t specifically describe the market the company is operating in.

 Technology
For a company who said a lot about delivering a product of such unique attributes and failing
mention the key role technology in doing so is a weakness we believe. Mentioning the advance
technologies bat hand would give a miles of advantage to the company relative to their
competitors.
 Concern for survival
The mission statement of the company more of concerned with the values it might give rather
their survival in the industry. Their commitment for growth and profitability still matters as they
march to give a product of higher value.
  Philosophy
Achieving excellence in the business and commitment to providing outstanding value to their
customers found to be the major purpose of arki water as per the mission statement.
 Concern for public image
We believe that the mission statement has everything to catch the interest of the public. The part
of the statement “We focus on natural well-being, and encourage a lifestyle that is environment
friendly” is a good indication of that.

 Concern for employees

Their concern for employees could be one of the critiques on the mission statement.

Recommended mission statement;

“Our mission is to provide high quality, healthy and affordable beverages to our customers. We
bottle and sell natural mineral water that is rich in minerals that benefit the body and increase
vitality. We bring trust and mutual respect to all our stakeholders as we inspire and reward their
achievements by continually improving the quality and process of our product.”

“We focus on natural well-being, and encourage a lifestyle that is environment friendly.”

1.5. Evaluation of mission statement of Gold Water

The mission statement of Gold Water: “To provide a unique and high quality non-alcoholic
beverages locally and internationally by expanding our products and going everywhere
possible.”

 Customers
Obviously speaking the mission statement of gold water is lacks objectivity. Most of the mission
statements discussed above were customer centered and indeed they had to be as they are the
core of their existence at the first place. The mission statement doesn’t mention about customers
anywhere in the statement.
 Products / services
The statement talks about the uniqueness and high quality of the product but none of the terms
specifically describe that the uniqueness and fineness of the product as it has been done by arki
water.

 Markets
The statement gave clear description where to operate as they have much bigger dreams to
operate both locally and internationally.

 Technology
Thinking the willingness to operate both on local and international level the company mission
statement didn’t mention the technologies in place to do so and thrive in those markets they
intend to operate most importantly in the international. Technology play a major role especially
in the companies that intend to operate internationally and it should have been the integral part of
their mission statement.
 Concern for survival
Survival wasn’t part of the mission statement of the company. The company’s mission statement
couldn’t address either delivering value or profitability and growth as their form of survival. We
believe that the mission statement is incomplete relative to other mission statement discussed
above.

 Philosophy
The philosophy of the company taking from the mission statement is entering the market
wherever possible considering the market share opportunity that the product have anywhere in
the world.
 Concern for public image
As per the mission statement of the company public image is not a bit of a problem as long as
they kept delivering a product of highest quality.

 Concern for employees

Gold water not bothered to acknowledge the effort of its employees in the company’s continual
involvement and expansion in the market.
Recommended mission statement;
“Our mission is to serve our customers and the public by championing bottled water and other healthy
hydration choices, while promoting an environmentally responsible and sustainable industry. We inspire
our employees with innovation and reward their achievements while striving to expand our market
leadership”

2. Assignment II
2.1. Evaluation of vision statement of Fiker water
Vision: “By 2024 to become a leading and favored bottled water producer ranking
amongst the best in Ethiopia, as well as the exporter, flavored drinks producer, and a
major real estate venture.”

We believe that a vision statement should comprise three major parts namely; what you do, how
you do it, and why you do it. A vision statement outlines the bank’s long-term goals and
aspirations for the future in terms of its long-term growth and impact. Accordingly, awash bank’s
vision has some problems and they have been addressed as follows;

 The statement talks only about what to do? There is no clear roadmap to do it. No answer
for how to do it. In doing so, the company should consider is that what the customers
need, is that aligned with the values of the bank, and other things such as teams of experts
(employees).
 Lacks connectivity to its customers: the statement don’t mention what customers would
get from Fiker water being the leader producer. Overall the mission lacks value.

Recommended Vision Statement:

“By 2024 to become a leading and favored bottled water producer and exporter in Ethiopia by
offer consumers an added-value solution that will help them enjoy a healthier and affordable
beverages.”

2.2. Evaluation of Vision statement of East Africa Bottling Share Company

Vision: “To become the leading industrial group in the region by being the front runner in
all the sectors we operate in and position the enterprise competitively in the dynamic global
business environment.”

 Lacks uniqueness: taking a look at the vision statement it is a little the same with other
bottling companies in the industry. East African bottling company as a being such a huge
company having big market share in the region have come up with vision statement
unique to the industry the institution is operating in.
 Not memorable: vision in our belief is much more than being amongst and the statement
above didn’t comprise any powerful word which will memorized and motivate everyone
in the institution to work towards its achievement.
 Lacks how to do clarity: the company did not mention in its vision on how to do it how
to be front runner in the industry.
 Not customer centric: the vision statement has no connection with the employees what
the company intend to deliver in the future.
 Repetitive: the leading industrial group…. The front runners these are the two words
with same meaning could have used other words that would give better inspiration and
attraction to its consumers.

Recommended Vision Statement:

Vision: “To become the front runner group in the region by through innovation, success and
growth guided by an unwavering commitment to deliver high-quality, differentiated beverages
focused on customer needs.”

2.3. Evaluation of mission statement of Top Water

Vision: “Our vision is to be outstanding, deliver beyond excellence and have TOP bottled
water which is a brand of Ethiopia by 2023. We commit our vision through making our
business, society, and environment sustainable.”
  Lacks Clarity: “sustainable” on what evaluation criteria’s? Employee satisfaction?
Profitability? Product quality? Etc. it is not well clarified. Additionally, the term
sustainable is also vague thinking of the exact vision of the company in the long term.
How is it possible to be sustained? The statement did not mention any of the resources
that makes the success happen such as human and technological resources, etc.

Recommended Vision Statement:

“Our vision is to be outstanding, deliver beyond excellence and have TOP bottled water which is
a brand of Ethiopia by 2023. We commit our vision through our uncompromising principles of
people, technology, and systems.”

2.4. Evaluation of vision statement of arki Water

Vision: “We aim at becoming the leading non-alcoholic beverage producer in Ethiopia. To
this end, we envision expanding into other beverages in the field of other non-alcoholic
beverages by developing a strong base of key customers.”

Our critics on this vision statement is that

 Unnecessary statements: they do not need to mention their expansion as the expansion
is still all about non-alcoholic beverages.
 Not short enough: the statement unnecessarily long.
 No answer to how to do it: becoming a leading producer of non-alcoholic beverages and
developing a strong base of key customers we believe should have been supported with
some attributes of their own.

Recommended Vision Statement:

“We aim at becoming the leading non-alcoholic beverage producer in Ethiopia by developing a
strong base of key customers in accordance with our tradition of high manufacturing
standards.”

2.5. Evaluation of vision statement of Gold Water

Vision: “To become the most preferred, high quality international brand the same way
Gold is. We also want to become a household item by successfully launching the first house
to house delivery of bottled water and capture a bigger market share.”
  It lacks inspiration: of course the word “preferred ” is there to create extra sense of
motivation but still considering their potential and impact in the market they could have
aimed something in the long term
 No customer connection: the statement doesn’t mention what to offer to the customers
to land where they want to in the future.
 No causal connection between where they want to be and how to reach there: how to
do it? Is not answered as they simply put a sequence of where to be.

Recommended Vision Statement:

“To become the most preferred, high quality international brand and become a household item
the same way Gold is by operational excellence successfully launching the first house to house
delivery of bottled water”