Aspirations: Managing Strategy

Aspirations: Managing Strategy





Comparing organizations’ aspirations

Vision, mission, and values are important elements for running a business effectively and efficiently. While a mission serves as an objective under which a business exists, a vision spells out what a business wishes to do in long term and what the business will do to realize the mission. A vision guides the decisions and actions of a business essential for achieving desired results. Companies use the missions and visions as marketing tools which inform people of what the company is all about.

Coca cola has expressed its mission in three statements. The mission is enduring. The mission declares the company’s purpose of existence and serves as a measure against which the company weighs its decisions and actions. While it is clear the company is offering refreshments, it is not clear what the products are. The vision statement focuses on six Ps which are people, portfolio, partners, planet, profit, and productivity. The vision statement describes the aspirations of the company better that the mission statement. However, it is not clear about the future plans. Core values diversity and quality are important values as they help a business to take advantage of the diverse customer base (The Coca Cola Company, 2016). In conclusion, Coca Cola mission and vision should be revised for clarity of their aspirations.

In contrast, Apple has a good mission statement. It states, “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad” (Apple Inc., 2018). The statement clearly indicates what products the company is offering and the technological value. The vision statement of Apple is, ‘We believe that we are on the face of the earth to make great products and that’s not changing.’ The vision is more detailed focusing on innovation and quality. The vision explains the company’s cause and focus. Apples core values are collaboration, honesty, and product excellence essential in effectiveness and efficiency. While Coca Cola and Apple have different aspirations, the two companies emphasize on quality products and services to achieve the desired goals.

Personal career aspirations

Mission statement

My personal career mission is to develop into an understanding person in my work and contribute to the understanding of the role of artist in the society.

Vision statement

My personal career vision is to provide valued information to assist artists realize their goals and live their dreams.


To achieve the desired goals the following values are essential. These values will be useful in achieving the best from the career and be a successful business person in the art industry.


Maintaining professionalism will ensure that quality services are offered attracting a wider customer base


Every successful working demands dedication. The value is important to achieve desired outcomes.


Honesty is key to success.

Personal career strategy

Strategic objective is to maximize the market share captured from the competition. I will focus on educating the artists on their role in the society and enlighten the society on valuing artists. There are many established artists as well as upcoming artists who are not sure of their role in the society. The artists would like to take the roles but don’t know how. This makes the service to be in demand. Many business are focussed on offering artistic products but not guidance services. This makes the service unique, a competitive advantage.


Apple Inc. (2018). About Apple. Retrieved on 1st March 2018 from   

The Coca Cola Company (2016). Our Company. Retrieved on 1st March 2018 from