The Company’s Vision

Main Products:

• The undergraduate & post graduate programs: Bachelor degree and Master degree.

Services:

• Library & Learning Commons
• The Institute for Social and Economic Research (ISER): ISER’s principal objective is toundertake high-quality, independent research that will assist in furthering the social and economic development in the UAE and the region.

• The Institute for Community Engagement (ICE): to help support the economic and social development of theUAE, Continuing

First: The Company’s Vision:

Globally recognized as the leading university in the region for excellence in educational innovation, research, and student leadership development that serves the changing needs of the nation in economic, social and cultural advancements

1-Which one of the following sentences reflects precisely the reality of this vision?

No	Choose one of the following answers
2-1	It explains precisely what the company wants to become.
2.2	It explains what the company wants to become
2.3	It doesn’t explain what the company wants to become.	ü

2-To what degree you agree/disagree with each one of the following features of the current vision?

Items	Completely Agree	Agree	Disagree	completely disagree
3.1	It is inspiring stakeholders and energize them.			ü
3.2	It helps to return to whenever we get confused about our business goal or its subordinate business objectives.			ü
3.3	It  says something about us, our organization, our operating environment, our dream		ü
3.4	This vision is short with memorable and powerful phrase.			ü
3.5	It evokes  a reader  emotion			ü
3.6	It helps build a picture, the same picture, in people’s minds.		ü

Second;The Company’s Mission Statement:

3-Write down the mission of the company;

• Proudly bearing the name of the nation’s founding President, Zayed University is a federal institution that prepares bilingual graduates to contribute to and advance all aspects of society. Our mission is carried out from two major campuses in Abu Dhabi and Dubai.
• The University offers diverse and internationally recognized undergraduate and graduate programs that provide engaging and inclusive student experiences. Our graduates are prepared to contribute to and promote the social and economic wellbeing of UAE society and the professions.
• Through research, scholarship, creative activities, outreach and continuing education services, the University provides educational leadership, expands opportunity, and disseminates knowledge to local, regional, and global communities.

4- Review the company’s mission and explain the degree of each of the following components is presented;

Mission Statement Components	ClearlyMentioned	Fairly Mentioned	Not Mentioned
2.1-Customers; -Who are the firm’s customers?		ü
2.2- Products or services; – What are the firm’s major products or services?			ü
2.3-Markets; – Geographically, where does the firm compete?	ü
2.4- Technology; – Is the firm technologically current?			ü
2.5- Survival, growth, and profitability; – Is the firm committed to growth and financial soundness?			ü
2.6- Philosophy; –  What are the basic beliefs, values, aspirations, and ethical priorities of the firm?	ü
2.7- Self-concept (distinctive competence); -What is the firm’s major competitive advantage?			ü
2.8-. Public image; – Is the firm responsive to social, community, and environmental concerns?		ü
2.9- Employees; – Are employees a valuable asset of the firm?			ü

Third; characteristic of the Company’s Mission:

5-Reveiw the following characteristic contained in the mission of this company and choose the answer;

	Characteristics	Completely Agree	Agree	Dis-Agree	Completely Dis Agree
3.1	It tells the reader what is the nature our business activity.	ü
3.2	The goals that this mission seeks to achieve are quite ambitious			ü
3.3	The goals that this mission seeks to achieve are realistic and fully in tune with the capabilities of the company		ü
3.4	In this mission you find many good perceptions that are difficult to find in competing organizations.		ü
3.5	people are able to remember the key elements of this mission			ü
3.6	It is quite clear and is free of vague terms.			ü
3.7	Arouses positive feelings and emotions about the company.		ü
3.8	It is inspiring in the sense that it motivates readers to action.		ü
3.9	This mission is completely compatible and consistent with the aspirations of the company vision	ü

Four; Company Goals (objectives)

6-Does the company has written goals and or Values? Yes

If yes, write down these goals /values in the following table and as they appear on the company publications or its website:

Zayed University is committed to:

• Professional Ethics
• Leadership
• Excellence
• Collaboration
• Innovation
• Civic Responsibility
• Respect for Diversity
• Positive Educational Environment

• Prepare qualified graduates in an innovative and supportive educational environment who demonstrate academic excellence and leadership skills
• Enhance the leadership role of the University in scientific research and development in ways that contribute to a knowledge-based economy
• Demonstrate institutional and academic excellence through national and international accreditation programs
• Ensure provision of all administrative services in compliance with quality, efficiency and transparency
• Enhance the culture of innovation and creativity (within institutional environment)

Five: Weaknesses and strengths of the Vision and Mission:

What is the strengths and weaknesses of the vision?

Strength:

It talks about the organisation

Provides a clear picture of the institute

Applies with the dream of the organisation

Takes care of the development of economy and society

Indicates that the organisation likes challenges

Weakness:

It does not address the stakeholders

It is not short and people cannot relate to it

It does not evoke the emotions of the customers

It does not explain the precise thing that the organisation wants

Does not help in reducing the confusion of the people

• What is the strengths and weaknesses of the mission?

Strength:

Provides details about the geography of the business

Provides details about their organisation

Provides readers about the nature of activity that is done by them

Is firm of the beliefs and values of the organisation

Does not talk about the services it provides

Lacks knowledge on technical expertise

Lack of commitment of growth and survival

Does not address the employees

Does not address the competitive advantage

Name of the Company	Khalifa University of Science, Technology and Research
Sector	Education
Location	Abu Dhabi, UAE
Website	https://www.kustar.ac.ae/source/pdfs/strategic-document-2012-2017.pdf
Year of establishment	February 2007
Total Number of Employees	328 faculty & 1542 student as at 2015
University Ranking	4 in UAE 28 in Arab World 2086 World Ranking Source: https://www.webometrics.info/en/Asia/United%20Arab%20Emirates%20

Main Products:

• The preparatory program
• The undergraduate & post graduate programs:Bachelor degree, Master degree and Ph.D. degrees.

Services:

• Libraries:

• Center for Teaching and Learning (CTL): The Center for Teaching and Learning is dedicated to envision, lead and support educational excellence across Khalifa University.
• Emirates ICT Innovation Centre – (EBTIC):EBTIC is a jointly established research and innovation Centre by Etisalat, British Telecom (BT), Khalifa University (KU) and supported by the Information and Communication Technology (ICT) Fund. The vision of the Centre is to be an international center of excellence for ICT research and innovation driven by strong industry-academia and government partnership.
• Khalifa Semiconductor Research Center (KSRC)
• Visual Signal Analysis and Processing R&D
• ICT Research & Development:Founded in Khalifa University, as part of the Information and Communication Technology (ICT) Research Centered, the Communication & Information Systems (CIS) center is an international research group that focuses on key areas of information and communication technology.
• CT Research & Development
• United Arab Emirates Advanced Network for Research and Education (ANKABUT):offering educational institutions and research organizations connectivityto other education networks around the world.
• Aerospace Research and Innovation Center (ARIC), perform cutting-edge research in compositeaerostructures.
• Nuclear Engineering: engaged in nuclear science, technology and engineering research in support of the UAE’s growing nuclear power development program.
• Biomedical Engineering (health Care)
• Information Security Research Center
• Robotics Research Institute (KURI)

First: The Company’s Vision:

To be a leading international center of higher education and research in technology and science.

1- Which one of the following sentences reflects precisely the reality of this vision?

No	Choose one of the following answers
2-1	It explains precisely what the company wants to become.	ü
2.2	It explains what the company wants to become
2.3	It doesn’t explain what the company wants to become.

2-To what degree you agree/disagree with each one of the following features of the current vision?

Items	Completely Agree	Agree	disagree	completely disagree
3.1	It is inspiring stakeholders and energize them.		ü
3.2	It helps to return to whenever we get confused about our business goal or its subordinate business objectives.			ü
3.3	It  says something about us, our organization, our operating environment, our dream	ü
3.4	This vision is short with memorable and powerful phrase.	ü
3.5	It evokes  a reader  emotion		ü
3.6	It helps build a picture, the same picture, in people’s minds.		ü

Second;The Company’s Mission Statement:

3-Write down the mission of the company;

Khalifa University of Science, Technology and Research is an independent, non-profit coeducational institution, dedicated to the advancement of learning through teaching and research and to the discovery and application of knowledge. It pursues international recognition as a world class research university, with a strong tradition of inter-disciplinary teaching and research and of partnering with leading universities around the world.

Main Products

The University endeavors to serve the Emirate of Abu Dhabi, UAE society, the region and the world by providing an environment of creative enquiry within which critical thinking, human values, technical competence and practical and social skills, business acumen and a capability for lifetime learning are cultivated and sustained. It sets itself high standards in providing a caring, rewarding and enriching environment for all of its students and staff. It ensures that its graduates, on entering the workplace, form a superlative cadre of engineers, technologists and scientists, capable of making major contributions to the current and future sectors of UAE industry and society as leaders and innovators.

The University insists on the highest world class standards of academic excellence in all that it does. It complements other universities in the region by providing, in its chosen areas of activity, the best teaching and research available in the region. It strives to meet demands for expansion while never compromising on quality.

4- Review the company’s mission and explain the degree of each of the following components is presented;

Mission Statement Components	ClearlyMentioned	Fairly Mentioned	Not Mentioned
2.1-Customers; -Who are the firm’s customers?	ü
2.2- Products or services; – What are the firm’s major products or services?	ü
2.3-Markets; – Geographically, where does the firm compete?			ü
2.4- Technology; – Is the firm technologically current?			ü
2.5- Survival, growth, and profitability; – Is the firm committed to growth and financial soundness?		ü
2.6- Philosophy; –  What are the basic beliefs, values, aspirations, and ethical priorities of the firm?			ü
2.7- Self-concept (distinctive competence); -What is the firm’s major competitive advantage?		ü
2.8-. Public image; – Is the firm responsive to social, community, and environmental concerns?	ü
2.9- Employees; – Are employees a valuable asset of the firm?			ü

5-Reveiw the following characteristic contained in the mission of this company and choose the answer:

	Characteristics	Completely Agree	Agree	Dis-Agree	Completely Dis Agree
3.1	It tells the reader what is the nature our business activity.	ü
3.2	The goals that this mission seeks to achieve are quite ambitious		ü
3.3	The goals that this mission seeks to achieve are realistic and fully in tune with the capabilities of the company		ü
3.4	In this mission you find many good perceptions that are difficult to find in competing organizations.			ü
3.5	people are able to remember the key elements of this mission			ü
3.6	It is quite clear and is free of vague terms.				ü
3.7	Arouses positive feelings and emotions about the company.		ü
3.8	It is inspiring in the sense that it motivates readers to action.			ü
3.9	This mission is completely compatible and consistent with the aspirations of the company vision	ü

Four; Company Goals (objectives)

6-Does the company has written goals and or Values? Yes

If yes, write down these goals /values in the following table and as they appear on the company publications or its website:

Goals:

1. Create and nurture a culture of research and innovation excellence focused on challenges of societal and economic importance
2. Foster an enhanced university community
3. Ensure that educational excellence is a top priority in all programs
4. Maintain a top quality external relations function
5. Build a student-centric community and facilities
6. Create a university wide commitment to institutional effectiveness which ensures that academic and support functions are implemented as efficiently as possible

Five: Weaknesses and strengths of the Vision and Mission:

What is the strengths and weaknesses of the vision?

It addresses the stakeholders of the company

The vision is short

It provides an idea about the dreams of the organisation

The statement includes details about the organisational goals

The vision does not provide any clarity

It does not evoke the emotions of the people

It does not create any mental image on the minds of the people

It does not deal with the confusion of the people

The vision statement does not provide any academic contents

What is the strengths and weaknesses of the mission?

The target customers are clearly mentioned

The services and products of the institution is stated

Details are provided about the entire organisation and its goals

It is competent with the vision of the organisation

Provides ambitious goals

Too lengthy

Does not address the employees

It is quite vague

Does not address the technological expertise it have

Does not speak about the competitors

Name of the Company	Al Ain City Municipality
Sector	Services
Location	Al Ain, UAE
website	https://dmat.abudhabi.ae/ar/AM/Pages/Home.aspx
Year of establishment	1967
Total Number of Employees	??

Main Products:

• Lands and Real Estate related services
• Community Services
• Construction Permits
• spatial Data
• Roads & Infrastructure
• organizing society events
• Handling Housing services and projects

Services:

• E-Services
• TAWTHEEQ System for rent contracts registration and update
• Call Center
• CRM

To be recognized as an efficient world class Municipal System ensuring sustainable development and enhancing the quality of life criteria for the Emirate of Abu Dhabi.

Services

1- Which one of the following sentences reflects precisely the reality of this vision?

No	Choose one of the following answers
2-1	It explains precisely what the company wants to become.	ü
2.2	It explains what the company wants to become
2.3	It doesn’t explain what the company wants to become.

2-To what degree you agree/disagree with each one of the following features of the current vision?

Items	Completely Agree	Agree	disagree	completely disagree
3.1	It is inspiring stakeholders and energize them.	ü
3.2	It helps to return to whenever we get confused about our business goal or its subordinate business objectives.	ü
3.3	It  says something about us, our organization, our operating environment, our dream		ü
3.4	This vision is short with memorable and powerful phrase.			ü
3.5	It evokes  a reader  emotion		ü
3.6	It helps build a picture, the same picture, in people’s minds.			ü

Second;The Company’s Mission Statement:

3-Write down the mission of the company;

To Deliver Best in-Class Efficient and Customer-Centric Municipal Services by engaging with our Community & Partners.

4- Review the company’s mission and explain the degree of each of the following components is presented;

Mission Statement Components	ClearlyMentioned	Fairly Mentioned	Not Mentioned
2.1-Customers; -Who are the firm’s customers?		ü
2.2- Products or services; – What are the firm’s major products or services?			ü
2.3-Markets; – Geographically, where does the firm compete?			ü
2.4- Technology; – Is the firm technologically current?	ü
2.5- Survival, growth, and profitability; – Is the firm committed to growth and financial soundness?	ü
2.6- Philosophy; –  What are the basic beliefs, values, aspirations, and ethical priorities of the firm?	ü
2.7- Self-concept (distinctive competence); -What is the firm’s major competitive advantage?		ü
2.8-. Public image; – Is the firm responsive to social, community, and environmental concerns?		ü
2.9- Employees; – Are employees a valuable asset of the firm?			ü

Third; characteristic of the Company’s Mission:

5-Reveiw the following characteristic contained in the mission of this company and choose the answer:

	Characteristics	Completely Agree	Agree	Dis-Agree	Completely Dis Agree
3.1	It tells the reader what is the nature our business activity.	ü
3.2	The goals that this mission seeks to achieve are quite ambitious		ü
3.3	The goals that this mission seeks to achieve are realistic and fully in tune with the capabilities of the company			ü
3.4	In this mission you find many good perceptions that are difficult to find in competing organizations.		ü
3.5	people are able to remember the key elements of this mission		ü
3.6	It is quite clear and is free of vague terms.			ü
3.7	Arouses positive feelings and emotions about the company.		ü
3.8	It is inspiring in the sense that it motivates readers to action.		ü
3.9	This mission is completely compatible and consistent with the aspirations of the company vision	ü

Four; Company Goals (objectives)

6-Does the company has written goals and or Values? Yes

If yes, write down these goals /values in the following table and as they appear on the company publications or its website:

– Customer service

– Develop our people

– Accountability

Five: Weaknesses and strengths of the Vision and Mission:

What is the strengths and weaknesses of the vision?

Provides good explanation about the goal of the organisation

Details of the vision is provided

Takes care of the community

Inspires stakeholders

Strong and inspiring

Consists of tough words

Does not have any memorable phrase

A clear picture cannot be developed

Does not include interest of the customers

What is the strengths and weaknesses of the mission?

Strengths:

Precise with the aim of the organisation

Detailed mission

Talks about stakeholders

Talks about the partnership

Does not talk about the products

Does not talk about the employees

Does not attune with the capabilities of the company

Use of powerful words

Does not provide geographical analysis

Name of the Company	Dubai Municipality
Sector	Services
Location	Al Ain, UAE
website	https://login.dm.gov.ae/wps/portal/home
Year of establishment	1974
Total Number of Employees	11,000

Government and individual Services:

• Consumer Products Safety and Public Health
• Drainage and Irrigation
• Environment and Waste Services
• Financial and Business Services
• Lab Testing and Accreditation
• Land Planning and Building Services
• Public Markets Services
• Public Parks and Agriculture
• Food safets

1. DM Mobile application
2. Kharetati: The Electronic System for issuing/renewing maps from Dubai Municipality
3. IDubai: povides individuals and businesses with lifestyle and business-centric content and tools to help users improve, maintain and advance their quality of life in Dubai. 
4. Parks and Beaches App
5. Green Buildings App
6. Green Ticket App
7. Najm Suhail:Visualization of the current and historical weather data for Dubai.
8. Ramsatna: an electronic dictionary contains more than 3000 words of the local Emirati terms, which belongs to Dubai Municipality.
9. Aleef App:platform for current and prospective pet owners to better manage the roster of, adoption of and care of animals in Dubai.
10. Makani App: Unique application for providing the official geographic addressing system adopted in the Emirates of Dubai, Ajman, Umm Al Quwain, Fujairah&Ras Al Khaimah.
11. Montaji: consumer product registration, enable consumers to confirm the information and safety of all consumer products (Cosmetics, Perfumes, Supplements, Detergents and Biocides) available in Dubai markets.

First: The Company’s Vision:

1- Which one of the following sentences reflects precisely the reality of this vision?

No	Choose one of the following answers
2-1	It explains precisely what the company wants to become.
2.2	It explains what the company wants to become
2.3	It doesn’t explain what the company wants to become.	ü

2-To what degree you agree/disagree with each one of the following features of the current vision?

Items	Completely Agree	Agree	Disagree	completely disagree
3.1	It is inspiring stakeholders and energize them.			ü
3.2	It helps to return to whenever we get confused about our business goal or its subordinate business objectives.		ü
3.3	It  says something about us, our organization, our operating environment, our dream				ü
3.4	This vision is short with memorable and powerful phrase.		ü
3.5	It evokes  a reader  emotion				ü
3.6	It helps build a picture, the same picture, in people’s minds.			ü

Second;The Company’s Mission Statement:

Plan, develop and manage an excellent city that provides the essence of success and sustainable living.

4- Review the company’s mission and explain the degree of each of the following components is presented;

Mission Statement Components	ClearlyMentioned	Fairly Mentioned	Not Mentioned
2.1-Customers; -Who are the firm’s customers?		ü
2.2- Products or services; – What are the firm’s major products or services?			ü
2.3-Markets; – Geographically, where does the firm compete?			ü
2.4- Technology; – Is the firm technologically current?			ü
2.5- Survival, growth, and profitability; – Is the firm committed to growth and financial soundness?		ü
2.6- Philosophy; –  What are the basic beliefs, values, aspirations, and ethical priorities of the firm?	ü
2.7- Self-concept (distinctive competence); -What is the firm’s major competitive advantage?		ü
2.8-. Public image; – Is the firm responsive to social, community, and environmental concerns?	ü
2.9- Employees; – Are employees a valuable asset of the firm?			ü

Third; characteristic of the Company’s Mission:

5-Reveiw the following characteristic contained in the mission of this company and choose the answer:

	Characteristics	Completely Agree	Agree	Dis-Agree	Completely Dis Agree
3.1	It tells the reader what is the nature our business activity.	ü
3.2	The goals that this mission seeks to achieve are quite ambitious	ü
3.3	The goals that this mission seeks to achieve are realistic and fully in tune with the capabilities of the company		ü
3.4	In this mission you find many good perceptions that are difficult to find in competing organizations.		ü
3.5	people are able to remember the key elements of this mission			ü
3.6	It is quite clear and is free of vague terms.	ü
3.7	Arouses positive feelings and emotions about the company.		ü
3.8	It is inspiring in the sense that it motivates readers to action.				ü
3.9	This mission is completely compatible and consistent with the aspirations of the company vision	ü

Four; Company Goals (objectives)

6-Does the company has written goals and or Values? Yes

If yes, write down these goals /values in the following table and as they appear on the company publications or its website:

Values:

Accountability: We are accountable towards our government, society, partners, customers, employees and suppliers; and we instill accountability principles in our staff at all levels.

Competitiveness: We are committed to our government’s directive to achieve first position globally, in all areas of our work.

Collaboration: We spread positive energy, and encourage teamwork and effective participation with all stakeholders.

Creativity:  Sustainable innovation is our pathway to withstand uncertainty and to be at the forefront of future cities.

Transparency:  We embrace transparency and open data in dealing with stakeholders in the public and private sectors.

Happiness: We harness our capability and energy for people happiness, which is a top priority for our wise leadership.

Five: Weaknesses and strengths of the Vision and Mission:

What is the strengths and weaknesses of the vision?

Strengths:

Provides an understanding about the aim of the organisation

Gives an indication that it is socially active

Provides for the development of the city

Ascertains the reader about the business goals

Short length of the vision

company	Ranking in terms of best vision	Ranking in terms of best Mission	Overall rank of the company
A Zayed University (ZU) https://www.zu.ac.ae/main/en/index.aspx	Rank is 3 The institution is ranked 2, because unlike the Khalifa University, Zayed University does not address the stakeholders. However, Zayed University provides a clear picture of the institution and takes care of the economy and society	Rank is 4 The geographical location of the institution is clearly mentioned. It also allows audiences to understand the values and aspirations of the institution.	Rank is 4 Overall, the institution provides relevant and required details for customers. The vision and mission provide a clear picture about the aim of the institution and the aspirations for the future
B Khalifa University of Science, Technology and Research (KU)	Rank is 4 The vision of the institute is precise, short and provides an idea about the aspects of the institute. The organisational goals is also provided in the mission statement	Rank is 2 The mission statement is too lengthy and too vague. It does not address the technical support that the students may receive. However, it provides ambitious goals and addresses the target audience clearly.	Rank is 3 The vision and mission of the institution are contradictory to one another in terms of length and information supplied. Due to a vague mission statement, this institution ranks below Zayed University
C Al Ain City Municipality	Rank is 2 The vision is lengthy and consists of tough words that are difficult to understand for the public. It does not address the interest of the customers. However, the statement inspires the stakeholders as well as the community. For improvement it is necessary to make the statement more precise and short	Rank is 3 The mission statement talks about the interests of the stakeholders as well as the partners with whom the organisation conducts business. However, it does not talk about the capabilities of the institution and uses powerful words. The use of words needs to be simplified so that the common people can understand the institution.	Rank is 2 The vision and mission complement one another well. However, there are some areas that need to be improved such as the involvement of the stakeholders and the capability of the institution need to be included
D Dubai Municipality	Rank is 1 The vision does not provide a clear message and does not say anything about the company. It lacks conviction and does not build a clear image. The organisation can change this status by focusing more on the employees and stating the exact things that the company provides. The vision need to provide the overall goal of the organisation within 5-10 years	Rank is 1 The mission statement lacks the inspiration required for people to follow the organisation. It does not provide any positive feeling and talk about the internal resources. The mission statement needs to inspire people in a manner that helps them to understand about the company. A positive feeling need to be felt by the people referring to the website of the organisation.	Rank is 1 The organisation needs to provide a clear vision and mission statement. The reason for this being bottom ranked is because the vision and mission does not define the goals and objectives of the organisation. The goals and objective along with the time within which it aims to improve itself needs to be provided. Furthermore, the length of the vision and mission statement need to be of accurate length.

 

References

Brabet, J., & Klemm, M. (2014). Sharing the vision: company mission statements. Long Range Planning, 27(1), 84-94.

Collins, J. C., & Porras, J. I. (2016). Building your company’s vision. Harvard business review, 74(5), 65.

Kustar.ac.ae. (2018). Kustar.ac.ae. Retrieved 8 February 2018, from https://www.kustar.ac.ae/

Zu.ac.ae. (2018). Zu.ac.ae. Retrieved 7 February 2018, from https://www.zu.ac.ae/main/en/explore_zu/index.aspx

References