MISSION AND VISION STATEMENTS OF ORGANIZATIONS

ORGANIZATIONS AND THEIR MISSION AND VISION STATEMENTS.

NOS.	ORGANIZATIONS / COMPANIES	MISSION AND VISION STATEMENTS
1	AL-KHEZAI NIGERIA LIMITED	MISSION To energize organizations to achieve their objectives by providing comprehensive and world class promotional and events management solutions; To offer cutting edge services as leaders in our chosen field, with absolute focus on integrity and customer satisfaction; and To constantly research and develop new strategies, technologies and skills”.
2	EPANOE NIGERIA LTD	MISSION To be the leading Nigerian offshore surveying company offering quality surveying and positioning services in the marine environment for the oil and gas prospecting telecommunications and construction industries.
3	EPOXY OILSERV NIGERIA LIMITED	MISSION To provide optimal, timely and quality goods and services, in a safe and environmentally friendly manner to our customers. To also be a global player where all stakeholders benefit.
4	CONOIL PLC	MISSION To remain the flagship of the downstream sector, providing high quality products and services, with total commitment to excellence and internationally acceptable environmental practices. VISION To be Africa’s leading petroleum marketing company, with the largest retail network, offering world-class products and services.
5	SHELL PETROLEUM DEVELOPMENT COMPANY OF NIGERIA (SPDC)	MISSION To be the operator of first choice in Nigeria through its commitment to strong economic performance and to every aspect of sustainable development.
6	WESTFIELD ENERGY RESOURCES LIMITED	MISSION Employees: To provide the opportunity to learn, grow and enjoy the value created by their effort. Customers: Provide leading edge solutions, act with urgency, integrity and most of all develop long-term relationships by delivering results. Stakeholders: Create value by achieving returns that meet or exceed their expectations. VISION To be the most reputable, proficient and profitable Oil Service Company in the West Africa.
7	TENTA COMPANY NIGERIA LIMITED	MISSION To provide innovative engineering and integrated solution services to Nigerian oil and gas sector using the international best practice and the principles of quality, safety, community relations and environmental protection.
8	DELTA MARINE OIL SERVICES NIGERIA LIMITED	MISSION To provide the Oil and Gas Industry with innovative and value-added solutions with high quality and cost effective services. VISION To evolve from a fully servicing Oil and Gas Company to an Innovative, Modern, and Green Indigenous Energy company.
9	MTN NIGERIA	MISSION To provide 1st class network quality, customer service and value. VISION Our vision is to be the leading provider of telecommunications services in Nigeria
10	ARIK-AIR	MISSION To be a safe and reliable airline by selecting and operating new, modern aircraft and by employing the most experienced and efficient staff. VISION To make Nigeria, proud of its aviation industry.
11	GLO CHEM. INTERNATIONAL	MISSION Our mission is to serve our clients with the highest quality of products with the utmost attention to service.
12	COCA-COLA COMPANY	MISSION Ø  To refresh the world… Ø  To inspire moments of optimism and happiness… Ø  To create value and make a difference. VISION People: Be a great place to work where people are inspired to be the best they can be. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.
13	EZCOM SOLUTIONS LIMITED	To provide excellent and comprehensive IT enabled business solutions and services efficiently and cost effectively to the total satisfaction of our customers using qualified, experienced personnel and an enabling work environment.
14	ACCION MICROFINANCE BANK LIMITED	MISSION To economically empower micro entrepreneurs and low income earners by providing financial services in a sustainable, ethical and profitable manner. VISION To be the market leader in the provision of microfinance and related financial services at world class standards.
15	CENTRAL BANK OF NIGERIA (CBN)	MISSION To be proactive in providing a stable framework for the economic development of Nigeria through the effective, efficient and transparent implementation of monetary and exchange rate policy and management of the financial sector. VISION To be one of the most efficient and effective of the world's central banks in promoting and sustaining economic development.
16	EMZOR PHARMACEUTICAL INDUSTRIES	MISSION We have an unwavering commitment to provide our customers with healthcare products and services of consistently high quality, made readily available at prices which create value for all stakeholders. We continuously develop and reward people of integrity who subscribe to hard work and creativity as a means of achieving individual and corporate excellence. VISION To be the leading healthcare company in Africa through the provision of world-class products and services.
17	IPWA NIG. PLC	MISSION To manufacture paints and allied products that are carefully formulated to meet international standard, using the best available technology for corporate end- user and high-end consumers, employing a team of highly experienced, dedicated and customer oriented warfare through process excellence. VISION To be the most efficient and profitable paint manufacturing company in Nigeria.
18	NIGERIAN-GERMAN CHEMICALS PLC	MISSION We want to build a major industrial corporation in Nigeria, which is profitable and well respected both locally and overseas. This will be achieved through expanding market share in our traditional pharmaceutical and industrial chemical sectors and by diversification into new business areas. We aspire to being a good corporate citizen in Nigeria protecting the environment and caring for the interests of our customers and shareholders. We are committed to providing high quality products and services and to marketing them innovatively and with integrity. We want to develop a well trained and motivated workforce dedicated to the needs of our customers, professional in all areas of business and who enjoy contributing as a team to the success of NGC PLC.
19	NNAMDI AZIKIWE UNIVERSITY AWKA	MISSION NAU Awka is founded on the philosophy that knowledge should be propagated and disseminated to individuals without let or hindrance. Teaching and Research would be anchored on the needs of the immediate environment and the Nigerian Society generally.
20	UAC NIGERIA PLC	MISSION To grow our top-line at twice the rate of GDP growth in Nigeria at a blended EBIT Profitability of 15%. VISION To be Number One in our Chosen markets, providing exceptional value to our customers.
21	FIRST BANK OF NIGERIA PLC	MISSION To remain true to our name by providing the best financial services possible. VISION To be the clear leader and Nigeria’s bank of first choice.
22	BRISTOL-MYERS SQUIBB COMPANY	MISSION  To extend and enhance human life by providing the highest-quality biopharmaceutical products." VISION We pledge -- to our patients and customers, to our employees and partners, to our shareholders and neighbors, and to the world we serve -- to act on our belief that the priceless ingredient of every product is the honor and integrity of its maker.
23	CHEVRON	MISSION Our Company's foundation is built on our Values, which distinguish us and guide our actions. We conduct our business in a socially responsible and ethical manner. We respect the law, support universal human rights, protect the environment, and benefit the communities where we work." VISION To be the global energy company most admired for its people, partnership and performance.
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COMPETITIVE STRATEGIES IN THE MARKET PLACE

INTRODUCTION

Having a competitive advantage is necessary for a firm to compete in the market, but what is more important is whether the competitive advantage is sustainable. A firm must identify its position relative to the competition in the market. By knowing if it is a market leader, challenger, follower or nicher and it can adopt appropriate strategies to compete.

WHAT IS A COMPETITIVE STRATEGY?

Competitive strategy is a plan on how a firm will compete, formulate after evaluating on its strengths and weaknesses compared to those of its competitors. It can also be defined as a long term, action plan that is devised to help a company gain a competitive advantage over its rival.

 TYPES OF COMPETITIVE STRATEGIES

MARKET LEADER

The leader has the largest market share and usually leads the other firms in price changes, new-product introductions, distribution coverage and promotion spending. The leader may or may not be admired or respected but other firms concede or accept its dominance. Competitors focus on the market leader as a company to challenge, imitate or avoid. The market leader might grow arrogant or complacent and misjudge the competition or the leader might look old fashioned against new and peppier rivals. To remain number one, leading firms can take any of these three strategies: -

1.   Expanding The Total Demand

The leading firm normally gains the most when the total market expands. Market leaders can expand the market by developing new users and more usage of its products. It can expand the market by discovering and promoting new users for the product.

2.   Protecting Market Share

The market leader can protect its market share or position by preventing or fixing weakness that provide opportunities for competitors. It must always fulfil its value promise, its price must remain consistent with the value that customers see in the brand and work tirelessly to keep good and strong valued customers relationship.

3.   Expanding market share

Market leader can also grow by increasing their market share.

Competitive strategies a market leader should use in order to remain on top includes one or more of the following six commonly used defense strategies: -

1)    Position Defense

A company attempting a fortress defense will find itself retreating from line after line fortification into shrinking product markets.

2)    Mobile Defense

Through market broadening and diversification. For market broadening there is a need to redefine the business and focus efforts on the competition.

3)    Flanking Defense

Secondary market and flanks are the weaker areas and prone to attacks. Market leaders are to pay attention to flanks.

4)    Contraction Defense

Market leaders should withdraw from the most vulnerable segment and re-direct resources to those that are more dependable.

5)    Pre-Emptive Defense

Market leaders should detect potential attacks and attack the enemies first. Product or brand proliferation is a form of pre-emptive defense.

6)    Counter-Offensive

Market leader should respond to competitors’ head-on attack by identifying the attacker or challenger weakness and then launch a counter attack.

 

MARKET CHALLENGER

They can challenge the leader and other competitors in an aggressive bid for more market share (market challengers). A market challenger must first define what competitors to challenge and its strategic objective. The challenger can attack the market leader, a high risk but potentially high gain strategy, its goal might be to take over market leadership or to wrest more market share.

Market challengers have second mover advantages, the challenger observes what has made the market leader successful and improves upon it or the challenger can avoid the leader and instead challenge its size or smaller firms local or regional. The challenger must choose its opponents carefully and have clearly defined and attainable objectives.

Competitive strategies a market challenger may follow to overthrow the market leader or wrest more market share:

1.    Frontal Attack

It seldom works unless the market challenger has sufficient fire power and staying power and the challenger has clear and distinctive advantages e.g. new market or production innovation.

2.    Flank Attack

Attack the market leader at its weakest points and blind spots i.e. flanks. Ideal for challenger who does not have sufficient resources e.g. in the 1990’s Yaohan attacked Mitsukohi and Seibu’s flanks by opening numerous stores in iverseas market.

3.    Encirclement Attack

The challenger attack the market leader other competitors or challengers at many fronts at the same time. Ideal for challengers’ having superior resources.

4.    By Pass Attack

By diversifying unrelated products or market neglected by market leaders or could overtake the leader using new technologies or innovation.

5.    Guerrilla Attack

By launching small and intermittent hit and run attacks to harass and destabilize the leader, the challenger can usurp the leader. This small hit and run attack usually precede a stronger attack.

MARKET FOLLOWER

A market follower is a firm in a strong but not dominant position that is content to stay at that position. The rationale is that by developing strategies that are parallel to those of the market leader they will gain much of the market from the leader while being exposed to very little risk. This play it safe strategy is how Burger King retains it behind McDonalds.

Advantages

1)    No expensive research and development failures unlike the leader and challenger forever trying to overthrow or subdue.

2)    No risk of bad business model

3)    Best practices are already established by the market leader

4)    The ability to capitalize on the promotional activities of the market leader

5)    No risk of government anti-combined action.

6)    Minimal risk of competitive attack.

7)    No wastage of money in competitive battle with the market leader.

Some strategies a follower would follow to always stay in line with the leader include the following:

1.    Counterfeiting

2.    Cloning

3.    Imitating

4.    Adapting

MARKET NICHER

In this niche strategy, the firm concentrates on a select few target market. It is also called Focus strategy. It is hoped that by focusing one’s marketing efforts on one or two narrow market segment and tailoring your marketing mix on those specialized market you can better meet the needs of that target market. The niche should be large enough to be profitable but small enough to be ignored by the major industry player (market leaders and challenger). Profit margins are emphasized rather than revenue or market share. The firms typically look to gain competitive advantage through effectiveness than efficiency.

Strategies for market nichers

1.   Guerilla Marketing Warfare Strategies

The most successful nichers tend to have the following characteristics: -

a)    They tend to be in high value added industries and are able to obtain high margins.

b)    They tend to highly focus on specific market segment

c)    They tend to keep their operating experiences down by spending less on research and development, advertising and personal selling.

d)    They tend to market high end products and services and are able to use a premium pricing strategy.

2.   Multiple Niching

A firm should stick to its niching but not necessarily to its niche. That is why multiple niching is preferable to single niching. By developing strength in two or more niches, the company increases its chance of survival.