• Explain how the company you choose provides a vision that provides a concrete way to understand the meaning & purpose of the company. Does it describe the desired long-term results? What are they?

• Explain how the company you choose provides a mission that describes what needs to be done to turn the vision into reality. What needs to be done to make it into reality, give examples.

McDonald's vision is “to move with velocity to drive profitable growth and become an even better McDonald's, serving more customers delicious food each day around the world” This vision provides a concrete understanding by emphasizing excellence in the quick-service restaurant industry. It implies a commitment to delivering exceptional customer experiences and high-quality service. The desired long-term results involve being recognized as the leader in the fast-food sector, synonymous with outstanding service and customer satisfaction.

McDonald's mission of being the customers' favorite place to eat and drink guides actions to achieve its vision. This involves consistently enhancing the dining experience, offering diverse menu options, and ensuring customer satisfaction. For instance, innovations like menu diversification, introducing healthier choices, and maintaining high service standards contribute to fulfilling this mission. Additionally, marketing strategies emphasizing customer preferences and engagement play a crucial role in making the mission a reality. Overall, the mission directs the company to prioritize customer satisfaction and tailor its offerings to become the preferred choice for consumers. (Paraphrased using AI)

Facebook's mission is to make people connected through online social networks.

The vision of Facebook is "social media giant's values are focus on impact, move fast, be bold and build social value."

The value of Facebook, the social media that connects people and makes them build networks can have a large impact on society.

People can share their ideas through Facebook and can develop their movement.

Google:

"Google's mission is to organize the world's information and make it universally accessible and useful."

Google has the mission to provide access to the world's information and provide information that people are looking for.

Google's vision is to 'focus on the user and all else will follow' and 'you can make money without doing evil'.

Analysis 1: Based on the website, Microsoft didn't really have a vision or a long-term goal; rather, they stated their core values. They have five core values that reflect upon their business: integrity and honesty, passion, big challenges, accountability, and self-criticism. This tells me that their company prioritizes responsibility and is always trying to be better.

Analysis 2: Compared to the other companies, Microsoft's mission displays a specific yet attainable goal. They strive to create technology that is accessible to all ages and abilities. Their mission is very goal-focused, and it makes it easier for them to achieve their vision.

TWITTER

Analysis 1: Twitter's vision is to 'give everyone the ability to be heard, seen, and share their thoughts and experiences as they happen.' This vision is definitely better than Microsoft's, as Twitter defines its goal and what it wants to achieve overall. The only problem with this vision statement is that it is very broad and not that ambitious. While other companies strive to be the best at something, Twitter's vision is too broad and achievable for any social media platform to have basically completed this vision.

Analysis 2: Similarly, Twitter's mission is also very broad and similar to its vision. They don't specify what they are trying to do, but instead, they just reworded their vision: "To give everyone the power to create and share ideas and information instantly without any barriers" They can improve on their mission by writing down what needs to be done and something that is measurable.

google's mission: to make their vision a reality, Google works on improving technology to manage and share information globally. they create tools and services that help organize and share information easily, aiming to break down barriers and enhance people's lives by making the world more accessible and useful.

Twitter's vision: twitter wants to make a world where talking to each other is quick/ easy and open to everyone. they imagine a place where communication happens instantly, and there are no barriers to sharing thoughts and information.

Twitter's mission: twitter's goal is to help everyone freely express and share their ideas without any restrictions. They aim to create a platform where people from all over the world can connect and communicate instantly. They work to make sure everyone feels included and that there are no obstacles in the way of sharing information.

Analysis 1: Fords vision is " We go further to make our cars better, our employees happier" Ford provides a vision that allows customers to understand their future goals. Their vision provides an understanding of the importance of not just the customers but also the employees. This vision helps set up the long term goals, the importance of improving and making the planet a better place to be. The long term results involve Ford continuing to construct new varieties of cars.

Analysis 2: Ford's mission to achieve its vision has certain number of actions needed. This includes their dedication to building new great products and strengthen their business communities.

Microsoft:

Analysis 1: Microsofts vision is mainly core valued based, as it includes integrity, honesty and passion. They also believe in big challenges as it will help in their overall mission and also connect people in building towards their overall goals.

Analysis 2: To work on this vision of theirs, Microsoft's mission is enable people and businesses throughout the world to realize their full potential. They believe that this commitment will help benefit their customers because it will help create technology that is beneficial to everyone.

Vision - "the consumer decides, evolve immediately and do the right thing"

Nike will continue to listen and adapt to suggestions and needs of the customers. The end goal is to give customers the products they want and provide satisfaction. Customers would want to go back to Nike and use products that are suited for them and that they enjoy using.

Mission - "To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete"

Nike wants to include every unique person into being able to use their products as inspiration and innovation. To give customers the satisfaction of having products they like as the end goal, they make their products accessible for a diverse group of people, as they consider everyone in the world as athletes.

2. IKEA:

Vision - "to create a better everyday life for the many people"

IKEA creates products that can elevate people's everyday lives at home, without being exclusive. They have simple but very useful products for everyday convenience.

Mission - "believes the low prices they sell their extensive product range for helps them achieve their vision and allows most people to afford them"

IKEA makes many different products with innovative functions and low prices. This makes their products very accessible to the world.

Mission: "To bring inspiration and innovation to every athlete in the world."

Nike invests heavily in research and development to create products that enhance athletic experience for all levels. Nike regularly produces powerful marketing campaigns featuring elite athletes and everyday individuals overcoming challenges, igniting the desire to move in everyone. The "Just Do It" campaign features everyday people overcoming personal challenges to resonate with a global audience, inspiring millions to embrace the movement.

Vission: "To do everything possible to expand human potential."

The statement goes beyond sportswear and selling sneakers. It wants to show that everyone, regardless of their ability and background, is empowered to reach their full potential through the transformative power of movement. Nike believes that movement is not just a physical activity but a catalyst for personal growth, mental well-being, and community connection. Nike fosters a global community of athletes through initiatives like grassroots sports programs, mentorships, and inclusive fitness campaigns.

Chanel:

Mission: "dedicated to being the ultimate house of luxury with the highest level of craftsmanship."

Collaborations with artists like Jean-Michel Othoniel and Pharrell Williams demonstrate their willingness to embrace bold, modern interpretations of their classic codes. Personalized consultations in their boutiques and exclusive events cultivate a sense of privilege and belonging for their customers. They have Limited edition releases of iconic handbags and fragrances that create hype and exclusivity, fueling desire and collector value.

Vission: "To be the ultimate house of luxury, defining style and creating desire, now and forever."

Chanel emphasizes meticulous attention to detail and uses the highest quality materials in everything they do, from haute couture garments to fragrance bottles. This commitment to craftsmanship ensures their products retain their timeless value and desirability. Chanel aims to be the ultimate authority on what constitutes a sophisticated, trendsetting style. They don't simply follow trends; they create them, shaping the fashion landscape and influencing generations of designers and consumers.

“Bard - Chat Based AI Tool from Google.” Google, "what is nike's vision statement" Google, bard.google.com/u/2/chat/d49f4292c0ba6225. Accessed 19 Jan. 2024.

“Bard - Chat Based AI Tool from Google.” Google, "what is nike's mission statement" Google, bard.google.com/u/2/chat/d49f4292c0ba6225. Accessed 19 Jan.2024.

“Bard - Chat Based AI Tool from Google.” Google, "what is Chanel vision statement" Google, bard.google.com/u/2/chat/d49f4292c0ba6225. Accessed 19 Jan.2024.

“Bard - Chat Based AI Tool from Google.” Google, "what is Chanel mission statement" Google, bard.google.com/u/2/chat/d49f4292c0ba6225. Accessed 19 Jan. 2024.

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1. What industry is your company in?

2. What is the market size for the industry?

3. Who is the biggest player in the industry?

4. What are the current trends for the industry, and what are the future trends?

Google's vision statement is that they want to make the world's information accessible in one click,

in this mission statement, they clearly describe their long-term goal and imply that the world's information should be

Google's mission statement provides good insight into the company's purpose; it is also clear what they desire; they want to make information accessible worldwide and that it is helpful to people.

Google also emphasizes how "you can make money without doing evil."

Google also prioritizes the user, getting what the user is looking for and having the best experience for the user.

Amazon:

Amazon's vision statement is that they want to "Our vision is to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices."

This vision is concrete since it clearly says their goals and what they want to do; it also says some of the things they want to do, like having low prices and being able to discover anything to buy online.

Amazon's mission statement is to "to be Earth's most customer-centric company." This mission statement isn't too clear on what needs to be done and is similar to the vision statement; it does not go into detail on how they will achieve this and what they will do. Some things that need to be done are affordable prices, good customer experiences, and going the extra mile for the customer.

Chanel's vision is precise as they name a type of clothing genre. It shows that their focus is on the idea of luxury and is a well-known name for luxury items.

Their word choice of "Ultimate" and "defining" is compelling as it is timeless and sophisticated, reflecting the quality of their produce as the vision is precise.

Chanel's mission continues with the idea of their legacy and well-known name. The vision and mission focus on the idea of the future and the fact that

the channel will still be a big label in it. Infering that their goal is to maintain their past legacy and build on it in the future.

Unlike the vision, the channel only referred to their produce genre as "fashion" instead of high-end fashion or luxury.

Nike:

Nike's mission is precise and inclusive, as they mention that if you "have a body, you are an athlete." This motivational input could be to compel customers that

They should purchase Nike products as they fall into Nike's target audience. It revolves around two key features: "inspiration" and "innovation."

Nike's vision focuses on the inclusivity of not just their produce but also “culture.” Their use of words makes their statements sound like they are talking to each consumer separately, creating a unique experience for everyone.

Ford's vision has permanently changed, but more recently, Ford has changed their vision because of global warming. Since the start of the news, Ford has changed their vision to ensure Ford stays and, more importantly, helps lower global warming. This vision helps solve global warming and allows Ford's mission of making cars better, providing that Ford stays or is seen as a brand following the right vision to help the world be a better place.

amazons vison is to "to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavours to offer its customers the lowest possible prices."

amazons vision is "to be earths most customer-centric company" the value of amazon is have low affordable prices and to have a vast range of products and to be eazy to use and can anything you want.

ikea

ikeas mission "to offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

the mission is have any furnisher you want with high quality material.

ikeas vision "To create a better everyday life for the many people.”

they want to make peoples lifes simpler using furnisher.

TOYOTA VISION:

Toyota's vision is closely tied to its commitment to producing high-quality products and services while contributing to society. The company often emphasizes long-term sustainability, innovation, and a dedication to creating customer value. The Toyota symbol represents a tree, symbolizing their vision of "roots to fruit." The tree symbolizes growth and strength, which is how they want to represent their company.

CHANEL MISSION:

Chanel has the mission to keep growing with the future and adapt so they can keep their favorable legacy and continue being at the "forefront of fashion." Chanel's values often include a dedication to creating high-quality, iconic products and maintaining the brand's exclusivity. The brand's mission is closely tied to its commitment to craftsmanship, creativity, and the pursuit of timeless design.

Industry: Nike primarily operates in the athletic footwear and apparel industry. This broader industry also encompasses sports equipment, accessories, and related services.

Market Size: The global athletic footwear and apparel market is estimated to be around USD 300 billion and is expected to grow at a compound annual growth rate of 5-7% in the coming years.

Biggest Player: Nike itself is the undisputed leader in this industry. With revenue exceeding USD 46 billion and a brand value of over USD 32 billion, Nike holds a significant global market share and brand recognition. Its closest competitors include Adidas, Puma, Lululemon Athletica, Under Armour, and Skechers.

Trends:
Comfy Chic: Athleisure's blurring lines between gym and street.

Shop Smart: Online boom fuels digital strategies and seamless experiences.

Green Gear: Eco-conscious consumers demand sustainable and ethical products.

Personalized Fit: Data-driven recommendations and custom options for everyone.

Body Positive: Diverse representation and catering to all shapes and sizes.

Future Trend:

Tech Takeover: Smart fabrics, wearables, and data-driven training apps up the game.

Direct Connection: Brands cut out the middleman with DTC models.

Subscription Perks: Exclusive access, personalized recommendations, and early releases.

Mind & Muscle: Mental health and well-being join the fitness focus.

Circular Revolution: Recycling and closed-loop manufacturing for a greener future.

There are many but one main company is Nike. Digital fashion, especially after covid, and

sustainability has become a trend in the industry. Technology is predicted to become

integrated in the industry, through virtual fitting rooms and more personalised experiences.

The biggest player of Instagram (the person who has the most followers) is Cristiano Ronaldo (@cristiano), a footballer with 616 million followers.

The current trends for Instagram are instagram reels, social justice movements, influencer marketing, instagram shopping, video memes, instagram stories. The future trend will be Instagram reels updates, Instagram AI trends etc.

1. Sony is diverse, operating in the consumer electronics, gaming, entertainment, and financial services industries.

2. it is always changing but sony Market cap: $119.84 Billion

3. depends on what like for gaming Sony's PlayStation faces competition from Microsoft's Xbox. or for electronics its Companies like Samsung, LG, and Apple

4. focus on sustainability and innovation, while future developments may include the integration of AI since thats growing more popular

• Airbnb operates in the hospitality and lodging industry, specifically in the short-term rental and accommodation sector.

2. Market Size:

• As of April 2023, the market capitalization of Airbnb worldwide was 73.34 billion U.S. dollars. This figure gives a snapshot of the company's overall value and its significance within the short-term rental industry.

3. Biggest Player:

• Airbnb is one of the major players in the short-term rental industry. Other notable competitors include Booking.com, Vrbo, and traditional hotel chains like Marriott and Hilton. Airbnb's substantial market capitalization signifies its position as a key player in the market.

4. Current Trends and Future Trends:

• Current Trends:

  • Local Experiences: There's a growing demand for unique and local experiences, and Airbnb has capitalized on this trend by offering more than just a place to stay.

  • Flexible Travel: The rise of remote work has led to an increase in flexible travel plans, and Airbnb's diverse accommodation options cater to this trend.

  • Sustainability: Travelers are increasingly conscious of environmental impact, and there's a trend towards sustainable and eco-friendly accommodations.

• Future Trends:

  • Technology Integration: Continued integration of technology, such as augmented reality for virtual tours and enhanced booking experiences.

  • Health and Safety: Post-pandemic, there's likely to be a sustained focus on health and safety measures in accommodations.

  • Customization: Increased personalization and customization of travel experiences based on individual preferences.

Demographic: Primarily targets males and females between 15 and 40, but anyone can still use it, ensuring a wide but specific consumer segment. The company realizes that this age group is most likely to be involved in sports and fitness and has a propensity to follow fashion trends. Accordingly, Nike develops sports apparel and equipment suitable for different age groups, ensuring they capture as many potential customers within this category as possible. The company caters to both men and women athletes equally and increasingly focuses on kids and teens to build long-term brand loyalty. Nike addresses this segment by deploying marketing campaigns about young adults striving to be like their athlete idols. For example, right before the 2014 World Cup, Nike developed a video starring important Nike-sponsored football athletes with teenage football players.

Geographic: The brand also executes geographic segmentation, tailoring its products to consumers' specific preferences in different regions. For example, Nike creates lightweight running shoes for tropical countries while ensuring that thermally insulated sports gear is available in colder regions. By doing so, Nike maintains its relevancy across the globe. This segment acknowledges that each country has varied lifestyle habits and cultures. The company introduced different products for various countries that meet the customers' needs. Since sports vary in regions and cities, Nike conducts multiple promotional campaigns in the US, Europe, Australia, Asia, and Africa. You might notice that most commercials in the US focus on baseball and football, while in Europe, ads refer to soccer.

Psychographic: Focuses on customers according to activities, personalities, lifestyles, and overall interests. In terms of their activities. It focuses on the people who enjoy engaging in sports. The company is passionate about sports, making products suitable for sports lovers. The company also endorses athletes and people who love fashion. This creates a unique connection, and as a result, it attracts people to buy its products. This is a sport-centric marketing strategy.  The company does not just sell sports equipment; it sells an attitude and a lifestyle. By marketing the idea of ‘achievement' and 'performance,' Nike has resonated with individuals driven by these values. Hence, they target segments who value athleticism and performance and strive for personal success.

1. Demographic Segmentation

   Disney's demographic target is families, regardless of their age, gender, etc. This segmentation is eventually applied in their product (Disney world) as they provide different activities for all ages, heights, and genders. They are also stroller and wheelchair friendly which shows their inclusivity. For younger children, they have a channel called 'Playhouse Disney' which teaches toddler skills; for tweens, they have Disney Channel; and for adults, they have Disney Live Action Movies.

2. Geographic Segmentation

   Although Disney's Geographic Demographics are located worldwide, they focus more on building its brand in larger operating income countries like North America and Canada. However, Disney will strategically place Disney World and attractions in the world's most visited places like Europe, Japan, Hong-Kong, Australia, and the US. They also considered that California and Florida are known for their warm climate, which increases their vacation rates.

3. Psychographic Segmentation

   Disney targets average income families who lives in the urban area. They suit their product according to their audience's income (Like types of hotels, activities, shops, and cruises). They also made sure that their movies are conveniently priced for an average person

In detail, if the customer follow a one account, based on the information of the account, the Instagram suggests similar type of Instagram Reels and leads to make the customer also follow different accounts.

Coca-Cola relies heavily on its marketing advertisements. They will incorporate different ages, like teenagers and young adults, to create the image of fun and socializing. The company also markets toward directed audiences; for example, they might promote their diet Coke and Coke Zero toward health-conscious consumers.

Geographic:

Coca-Cola adapts its market to the environment it is placed in, matching local preferences and tastes. Each country will offer different flavors that are popular in the region. Additionally, the adverts often incorporate cultural events to connect with the local audience.

Psychographic:

Coca-Cola often aligns its marketing with specific lifestyles and values. Advertisements may portray scenes of friends enjoying a Coca-Cola together, promoting a sense of camaraderie and social connection. Additionally, campaigns may focus on portraying Coca-Cola as part of a healthy and active lifestyle. The company also sponsors and aligns itself with events that attract certain psychographic groups—for example, sponsoring music festivals or sports events to connect with consumers interested in entertainment, music, or sports.

Demographic: Adidas offers products for all age groups, with specific groups like Adidas originals for young adults and teams and NEO Adidas for a younger age group. Adidas also offers a wide range of products for both the female and male gender. Adidas also has products for various income levels, like Yeezys, which are more expensive, and other affordable options.

Psychographic: Adidas uses different lifestyles to target a wide range of audiences, from professional athletes to those who exercise to streetwear clothing. Adidas also uses its goal, which is to be more sustainable and to connect with people, which is what could attract people with similar goals. Adidas also studies their customer's behavioral patterns. It has a wide range of products, from football shoes to running spikes to basketball attire, which helps them appeal to a bigger audience.

Geographic: Adidas uses specific country product lines to help adapt to the country's culture. Adidas also changes its marketing and advertising in different countries to appeal to each country's unique culture and interests. Another example is that their lighter attire and short clothes are often more prevalent in hotter countries and don't have as much winter attire. But in often cold countries or regions, Adidas supplies their shops with more jackets and attire better suited for the cold.

has a large customer segment of people in the age range of 25 to 34.

Levi's used this information and made a range of designs for fashion-forward youth

and classic designs for their more mature customers. They follow trends for younger

consumers but still keep their basics for jeans, providing for both age groups.

Levi also uses psychographics by focusing on their consumer's lifestyles. Because

of the large age range this means that the lifestyles are various. Levis provides for this

as they have a diverse product range, selling jeans, jackets, shirts, and accessories.

Airbnb employs a multi-segment strategy, utilizing various segmentation bases simultaneously to reach diverse traveler and host groups. They don't rely solely on one category but consider demographics, geographics, and psychographics to cater to different needs and preferences.

Demographic Segmentation:

• Age: While traditionally targeting younger demographics (18-45), Airbnb has expanded to older age groups (45+) by highlighting benefits like unique experiences and multi-generational travel.

• Income: They cater to budget-conscious travelers with affordable listings but also offer premium options like "Airbnb Plus" and "Airbnb Luxe" for luxury seekers.

• Family Structure: Family-friendly amenities and listings are promoted to attract families with children.

Geographic Segmentation:

• Location: Listings and experiences are tailored to specific destinations, considering local culture, attractions, and travel trends.

• Urban vs. Rural: Urban listings cater to city breaks, while rural options target nature enthusiasts and those seeking unique escapes.

Psychographic Segmentation:

• Travel Interests: Listings and experiences are categorized based on interests like adventure, culture, food, relaxation, etc., allowing users to search based on their preferences.

• Lifestyles: Airbnb targets digital nomads, remote workers, and adventure seekers with listings that cater to their flexible and experiential lifestyles.

• Values: They promote "living like a local" and community connection, appealing to travelers who value authenticity and cultural immersion.

Additional Considerations:

• Seasonality: Promotions and listings are adjusted based on seasonal travel patterns and peak times.

• Events: Special offerings and curated experiences are created around major events like festivals or conferences.

• Evolving Trends: Airbnb constantly analyzes travel trends and user behavior to adapt their segmentation and offerings.

The chocolate market is massive, with almost $120 billion a year. While people are moving to healthier things for snacks, chocolate brands are also making good marketing moves to trick people into eating chocolate. While Tony's Chocolonely's mission isn't to sell healthy chocolate or make a significant profit, its marketing is to change how cocoa is harvested. Tony's Chocolonely's target market isn't kids like many other brands. It's more the parents that give their kids different branded chocolate. It's the change in the idea of where the chocolate comes from, not how good it is for you and how good it tastes. But the end goal is to have all groups of people eating their chocolate or at least for them not to support the way cocoa is harvested. There are many product positionings in chocolate, like low to high price, high quality, or low quality. Tony's Chocolonely is high price and high quality but also makes another one that others don't, and it's where the cocoa comes from, putting a question to the consumer why it is essential to know.