In order for companies to maintain their success, they must pay close attention to what is going on in the market and make the required adjustments. For this reason, the strategic management process never ends for a company that wants to keep control of their competitiveness and productivity. According to the lecture of the Southern New Hampshire University (n.d.), “The strategic management process is a continuous process of crafting, implementing, and assessing the decisions and actions an organization uses to achieve its goals and objectives (p. 2). So, a well- crafted and well-communicated strategy must be competitive in a long run. The two companies I selected to evaluate their mission statement are YouTube and Universal Studios.
1. Dragan Sutevski (2012) provides YouTube’s mission statements as, “YouTube’s mission is to provide fast and easy video access and the ability to share videos frequently” (para. 3).
2. Universal Studios (2016) states their vision and mission statement as:
“VISION- to be recognized as the number one entertainment destination in the
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III. (2012), state a brief description on how this statement needs to include, “A strategic vision portrays a company’s aspirations for its future (“where we are going”), whereas a company’s mission describes the scope and purpose of its present business (“who we are, what we do, and why we are here)” (p. 24). So, as we observe, YouTube is brief and includes all these elements in one statement. It effectively describes where they’re going by saying “frequently” meaning towards the future. It also describes what they offer, what they do and why they’re here. A person who does not know anything about YouTube, just by listening to such statement, he/she can easily conclude, this entity shares videos in a fast and easy