ADMAS UNIVERSITY

School of Post Graduate

Masters of Business Administration
Strategic Management

GROUP ASSIGNMENT

By

Group Member ID No

1. Melat Zeray ………………………………………………………. PGMGB/4121/21

2. Mitiku Kasa…………………………………………………...PGMGB/4109/21
3. Eyues Sendek ………………………………………………… PGMGB/4089/21
4. Sitota Abebe………………………………………………….. PGMGB/4158/21
5. Fraol Mekonnen…………………………………………….. PGMGB/4638/21

December, 2022
Addis Ababa, Ethiopia
Contents
Assignment I....................................................................................................................................1
Evaluation of mission statement of Awash Bank........................................................................1
Evaluation of mission statement of Addis Ababa University (Higher Education)......................3
Evaluation of mission statement of Derba Cement Factory (Cement Factories).........................5
Evaluation of mission statement of Haile Resort and Hotel (Hotels (5-Stars))...........................7
Evaluation of mission statement of Wudassie Diagnostic Center (WDC) (Health Center)........9
Assignment II.................................................................................................................................11
Evaluation of vision statement of Awash Bank.........................................................................11
Evaluation of Vision statement of Addis Ababa University......................................................11
Evaluation of mission statement of Derba Cement Factory (Cement Factories).......................12
Evaluation of vision statement of Haile Resort and Hotel (Hotels (5-Stars))............................12
Evaluation of vision statement of Wudassie Diagnostic Center (WDC) (Health Center).........13

1.
 2. Assignment I
The nine components of Customers, products / services, markets, technology, concern for
survival, philosophy, self-concept, concern for public image, and concern for employees
Evaluation of mission statement of Awash Bank

Mission statement of Awash Bank:

“To provide Innovative, Competitive and Diversified banking services accessible to the society
with qualified and committed staff in a profitable and socially responsible manner”
As it has been tried to mention earlier mission statement of any company expected to comprise
nine components. Let’s evaluate the mission statement of awash bank taking each component
of the mission statement in to consideration.
 Customers
A mission statement guides the way a company functions day to day and the kind of strategic
decisions made for the business. It puts down the manner in which a business should function
and for a company to make itself known as customer-centric, customers should be a vital part
of the mission statement. Taking a look to the mission statement of Awash bank on can
understand that the bank did not go specifically to its target customers who uses the services
that the bank offers instead the bank mentioned the society which can be defined a group or a
person who may or may not use the services being offered by the bank. Customers like to deal
with companies that put them at the center of everything. By including customers in the
mission statement, what a company portrays is that it primarily thinks of its customers and
everyone in the company is geared towards ensuring the fulfilment of customer needs. A
company’s mission statement, therefore, cannot stay the same. When it includes customers in
the mission statement, it is bound to change since customer needs and expectations do not
remain static they continue to change and evolve. Though the target customers that the bank
intend to address were not mentioned in the mission statement it is still obvious that the bank
aim to address larger share of the society as a whole due to the nature of the banking business.
In this regard we believe that the word “society” in the mission statement is indeed the right
word.
 Products / services
“Innovative, Competitive and Diversified banking services…….”
As we can see from the above mission statement the awash bank as commercial bank is Service
Company, in its statement the bank is focused on its wide-range banking services. We believe that the
bank has a clear, concise statement that explains the service's highest-level purpose. It clarifies who the
product serves and what it does for them. It also identifies what makes the product unique and answers
the question: What difference do the bank hope the services will make in the country.

 Markets
Market is more of geographical location that the bank compete. As a bank it is obvious that
awash bank has much bigger visions of competing on the world wide level. In this regard, for
the bank with much bigger vision to thrive on the global specifying its market to some specific
areas wouldn’t be appropriate though it is possible to update mission statements on the basis of
expansions and growth of the company.
 Technology
Commercial banks are service companies however their efficiency depends on technology they
use. Core technology component was specified more in details by awash bank. The words such
as “innovative, competitive, and diversified” in the mission statement are a clear indication of
the bank’s efficiency in delivering services that are easily accessible by customers and user
friendly thanks to the core technologies of the bank.
 Concern for survival
Is the company committed in terms of financial success and future existence? That is what the
mission statement of the bank needs to comprise as an answer. As known commercial banks are
financial institutions, and financial success and future financial plans expected to be cornerstone
in their mission statements. The mission statement of the awash bank well addressed this matter
as the statement mentioned that the bank acts in manner that makes the bank profitable beside the
values the bank intend to deliver to the society.
 Philosophy
What are the primary views, beliefs, desires, and ethical priorities of the company? The bank
already declared in its statement clear expressions of their philosophy, principles and values. As
described earlier accessibility, innovation, social responsibility and etc. were highlighted in the
mission statement of the bank to show the beliefs, desires, and ethical priorities of the bank.
 Concern for public image
Thinking about the concern for public image, the question “is the company sensitive to the well-
being of society, community and environment?” is the one to worry about. In this regard the
bank in its mission statement include more comprehensive information about their concern on
wellbeing of society with final words of “socially responsible manner”.
 Concern for employees
Are human resources a valuable asset of the company? In this regard, it is possible to say that the
bank mentioned employees as key component of success and faultless reputation of the Bank in
the financial market in the form of …..With qualified and committed staff….this shows that the
bank considers its employees the most valuable assets of the organization and tries to involve the
bank of the best professional and experienced specialists.
It is our believe that the bank has more or less well-crafted missions statement but still the
statement lack a bit of clarity on some of weaknesses spotted in the evaluation made above.
Recommended Mission statement
“Our mission is to contribute to the sustainable development of Ethiopia by providing
responsible financial services and solutions to households and micro, small and medium
enterprises, using internationally recognized best banking practices. We are committed to
delivering value for our clients, shareholders, employees, and society at large.”

Evaluation of mission statement of Addis Ababa University (Higher Education)

The Mission of Addis Ababa University is “to produce competent graduates, provide need
based community service and produce problem-solving research outputs through innovative and
creative education, research and consultancy service to foster social and economic development
of the country.”
 Customers
We can easily understand that higher education institutions like Addis Ababa University have
much wider customer base and the mission statement also tried to clarify that by mentioning
graduates (students) and the community in which the university is operating as a whole. In this
regard, the AAU has done to make sure that customers are the center of their operation. AAU as
government higher educational institution has to value its community as well and the mission
statement also addressed tat well enough.
  Products / services
“Provide need based community service and produce problem-solving research outputs through
innovative and creative  education …….”
Part of the statement which has been stated above describes well enough what the institution
stands for the services and products of the institutions are based on addressing the needs of the
community by solving their problems in innovative and creative manner through education.
Additionally, the services that the institutions deliver are also well briefed in the mission
statement.
 Markets
Regarding the market component of the mission statement, Derba cement did not specifically
addressed the competitive market the company is operating. This also one those issues that
Derba cement failed to comprise in their mission statement. The factory should have the market
they are competing in at the moment and future they intend to compete.
 Technology
As it is expected Higher education institutions such as AAU are the center innovative
technologies where most emerging technologies for the society and the country. The mission
statement highlights innovation and creativity as sole components of the institution.
 Concern for survival
It is obvious that AAU government higher education and the major purpose of the institution is
not making profits. Taking from the mission statement the same scenario has been put forward.
But, for such institution such as AAU, considering the value that the institution could bring to its
customers or the community as a whole its survival in the market still matters the most. In this
regard, in addition to its major purpose the institution expected to generate its own income and
even register profits from financial perspective. Therefore, we believe that profitability in the
sense of survival should have been part of the mission statement for AAA.

 Philosophy
This is an important priority for universities as it showcases their purpose for existence and the
need for the universities to place a huge emphasis on their commitment to teaching and offering
high academic programs and also creating an energizing environment that is conducive to
learning.

AAU emphasizes the importance of establishing an institution that is dedicated to provide need
based community service and produce problem-solving research outputs that motivate learners to
be creative and innovative. It is our belief the mission statement in terms of philosophy as the
university is well experienced, the quality of education it provides, and competitive global
education based on highly significant academic standards.

 Concern for public image

Under this component, each university uses a key action word that makes them distinct from the
other universities. In the case of Addis Ababa, it is stated that the university is a research-
intensive institution with essential needs to attract outstanding students and employ talented
employees. With this as the self-concept, a potential student already has basic knowledge that the
institution places high importance on research. We believe that the university could build its
public image in much more ways in addition to being known as the research center.
 Concern for employees
The mission statements of the company failed to mention the value that the university has to its
employees. In this regard, as an institution thriving for becoming center of excellence in
research not mentioning its value for its employees could be taken as a weakness. We
recommend that for an education institution as such big as AAU in our country valuing its
employees or staffs would be appropriate as employees are internal customers of any
organization.

Taking from the evaluation of the mission statement of the university we recommend the
following mission statement.
“Our mission is to be at the forefront of the advancement of knowledge in the  21st
Century through ground-breaking research agendas that inform policy makers, the business
community and our teaching. We carry out this mission through the free exchange of ideas in an
ethical, interdependent, and diverse community of faculty, staff, students, and alumni.”
Evaluation of mission statement of Derba Cement Factory (Cement Factories)

Here is the mission statement of Derba Cement factory;

  To become a profitable organization which satisfies its customers’ needs by producing
and selling high quality cement products at a competitive price and maintaining good
business values.
 To promote the development of its workforce to be able to use high technology for
efficient and cost-effective operations.
 To continuously endeavor to promote and conserve the environment using alternative
fuel and other energy efficient methods.

 Customers
Taking from the mission statement of Derba cement factory, we can easily understand as the
factory customer centric. The factory aimed to satisfy its customers’ needs by producing and
selling high quality cement products at a competitive price and maintaining good business
values. This statement shows that the factory is highly concerned about its customers and
maintaining them for long term through quality, competitive price, and good business values.

 Products / services
“……producing and selling high quality cement products …….”
In the statement above, the factory tried to mention that the products of the factory are of higher
quality which may satisfy the needs of their customers. But still the mission statement failed to
mention the specific qualities of their cement product which makes it unique from other products
in the market.
 Markets
Regarding the market component of the mission statement, Derba cement did not specifically
addressed the competitive market the company is operating. This also one those issues that
Derba cement failed to comprise in their mission statement. The factory should have the market
they are competing in at the moment and future they intend to compete.
 Technology
The mission statement of Derba cement factory the make use of high level of technology in their
operations which gives them to operate in the efficient and cost-effective manner.
 Concern for survival
Derba cement as any business company is well concerned for survival and profitability. They
addressed it in the mission statement their commitment to profitability by satisfying the needs of
their customers alongside. But, we believe that the factory mission statement could have used
much better words to express their commitment to profitability and growth in their market share
considering the potential tat factory has in the country’s cement industry. Additionally, the
concern for survival in the mission statement should have addressed shareholders of the
company.
 Philosophy
Achieving excellence in business and commitment to providing outstanding value to their
customers are the two major purposes that Derba cement factory highlighted in their mission
statement.

 Concern for public image

In addition to providing quality cement products and business values, Derba cement factory
wishes to continuously endeavor to promote and conserve the environment using alternative fuel
and other energy efficient methods which my give the company very good public image.

 Concern for employees

Derba tried to show their commitment for development of their workforce so that they would be
efficient in dealing with high level technologies adopted by the factory throughout their
operations.

Recommended mission statement;

 To deliver strong returns to our shareholders by selling high-quality products at

affordable prices, backed by excellent customer service.
 To help Ethiopia towards self-reliance and self-sufficiency in the production of the
world’s most basic commodity, by establishing efficient production facilities and
technologies in strategic locations close to key growth markets.
 To lead the way in areas such as governance, sustainability and environmental
conservation and to set a good example for other companies to follow.

Evaluation of mission statement of Haile Resort and Hotel (Hotels (5-Stars))

The Mission of Haile Resort and Hotel “Our mission is to consistently deliver enduring
memorable experience to our guests, job satisfaction to our associates, and sustainable profit to
the owners & pride to our country through “ይቻላል” (It’s Possible!) Service and management
sprit.”

 Customers
Customers of the hotel industry are guests form both local and abroad. The mission statement of
the hotel under study is tried to address that customers are the center of their business.
 Products / services
Haile hotel and resort in their mission statement a type of service they intended to deliver
whomsoever visits their hotels. For example as a hotel they should specifically highlighted
rooms and food and beverage divisions. The focus of the hotels such as individual business and
leisure travel, as well as travel associated with groups meetings etc. weren’t addressed in the
mission statement. Additionally, the qualities of their services and products at their hotel also
should have been highlighted.

 Markets
The mission statement tried to address the market they are competing in by even mentioning an
Amharic word “ይቻላል” (It’s Possible!) to show they are basically operating in Ethiopia.

 Technology
As a five star hotels one may expect that the hotels of Haile Resort and Hotel to acquire the
needed to technologies in their operations. Technology is one of the essential component of
mission statements and in this regard the mission statement should have reflected the use of
efficient technologies in these hotels to create a good image in the mind of their guests.
 Concern for survival
They showed their concern for their survival not only by mentioning their aim of being profitable
but also sustaining it. ……Sustainable profit to the owners & pride to our country….

 Philosophy
The mission of statement of Haile Resort and Hotel shows that their major purpose is making
profit and building reputation in international level.

 Concern for public image

Any business company try to build their image through different ways and the mission statement
of Haile Resort and Hotel did not mention any of these ways to do so. This may jeopardize the
image of the Hotels and their relationship with the community.

 Concern for employees

Haile Resort and Hotel mission statement somehow tried to address their employee’s importance
in the form the management. But this not enough to reflect their concern for their employees and
it is worthy to mention them in the mission statement broadly as they are the core of the success
that any of these hotels could achieve.

Recommended mission statement;

“The mission of our hotel is to provide outstanding lodging facilities and services to our guests.
Our hotel focuses on individual business and leisure travel, as well as travel associated with
groups meetings. We emphasize high quality standards in our rooms and food and beverage
divisions. We provide a fair return on investment for our owners and recognize that this cannot
be done without well trained, motivated and enthusiastic employees.”

Evaluation of mission statement of Wudassie Diagnostic Center (WDC) (Health

Center)

The mission statement of WDC: “WDC provides state-of-the-art diagnostic imaging to

physicians, technologists, and clients in blending advanced technology, extensive clinical
expertise, superior provider and patient care.”

 Customers
As it can be seen from the mission statement above, WDC mission statement tried to address
almost all customers to the services and products they deliver.
 Products / services
WDC articulated every piece of services and products together with their unique features either
individually or as a package in their mission statement.

 Markets
Market could be taken as one lacking feature of this mission statement. They failed to mention
the market which they are operating currently.

 Technology
We can easily say that technology was the center of this mission statement and the company tried
to show how really technologically enriched they are.
 Concern for survival
As efficient diagnostic center as WDC profitability and growth really matters to stay in the
market sustaining the quality of diagnostic and other related services and products they render
and it should have been implied in the mission statement.

 Philosophy
Achieving excellence in diagnosis and diagnostic equipment and commitment to providing high
quality care for patients to are the two major purposes that WDC highlighted in their mission
statement.
 Concern for public image
None of the components of the mission statement mention their effort of building public image
has been addressed other than their efforts for betterment of diagnosis services in the country.

 Concern for employees

Employees were also the missing component of this mission statement considering the quality of
services and products they intend to deliver ad not mentioning the capability and importance of
their employees/experts in the mission statement could also be taken as a weakness.
Recommended mission statement;
“WDC provides state-of-the-art diagnostic imaging to physicians, technologists, and clients in
blending advanced technology, extensive clinical expertise, superior provider and patient care in
Ethiopia. We collaborate with only the very best and drive scientific innovation with our local
and international network of experts.”
 3. Assignment II
Evaluation of vision statement of Awash Bank

Vision:  “To be the First Choice World Class Bank”

We believe that a vision statement should comprise three major parts namely; what you do, how
you do it, and why you do it. A vision statement outlines the bank’s long-term goals and
aspirations for the future in terms of its long-term growth and impact. Accordingly, awash bank’s
vision has some problems and they have been addressed as follows;

 “To be the first choice”… this statement lacks clarity when it comes to the market they
operate. Is it globally or locally or continentally.
 Lacks connectivity to its customers: the statement don’t mention what customers would
get from awash bank being first choice world class bank. Additionally, the bank’s vision
statement talks about becoming first choice and this more of business oriented rather than
customer/value oriented.
 No answer for how you do it: being the first choice world class bank is the vision and
the answer how to do it needs to be mentioned. In doing so, the bank should consider is
that what the customers need, is that aligned with the values of the bank, and other things
such as teams of experts (employees).

Recommended Vision Statement:

“To be the First Choice World Class Bank through world class people and technology”.

Evaluation of Vision statement of Addis Ababa University

Vision: “Addis Ababa University aspires to be among the top ten pre-eminent African
graduate and research universities in 2023.”

 Lacks uniqueness and inspiration: taking a look at the vision statement it is a little the
same with other education institutions in the industry. Addis Ababa University as a center
 of innovation and excellence could have come up with vision statement unique to the
industry the institution is operating in. Additionally, the vision statement is not inspiring
as supposed to be. Among the top ten pre-eminent African…. In this statement we believe
that the word among and top ten belittle the vision of the institution and again the
university as such big of AAU should have aimed something much more than top ten
spot.
 Not memorable: vision in our belief is much more than being amongst and the statement
above didn’t comprise any powerful word which will memorized and motivate everyone
in the institution to work towards its achievement.
 Lacks how to do clarity: even if being one those ten universities in Africa is ok, we have
no what makes the university makes sure that it is possible. Is it the people, the
technology, experience, etc.?

Recommended Vision Statement:

Vision: “We aspire to become pre-eminent African graduate and research universities in 2023
through knowledge creation, innovative programs, and extraordinary experiences.”

Evaluation of mission statement of Derba Cement Factory (Cement Factories)

Vision: “To be a locally and internationally successful cement producer”

 Business centered: again no connection with customers and it is not value oriented as
well.
 Lacks Clarity: “successful” on what evaluation criteria’s? Employee satisfaction?
Profitability? Product quality? Etc. it is not well clarified. Additionally, the term
successful is also vague thinking of the exact vision of the company in the long term.
 How is it possible to be successful? Especially internationally? The statement did not
mention any of the resources that makes the success happen such as human and
technological resources, etc.

Recommended Vision Statement:

“To exceed our customers’ expectations in quality, delivery, and cost through continuous
improvement and customer interaction.”
Evaluation of vision statement of Haile Resort and Hotel (Hotels (5-Stars))

Vision: “To be a benchmark indigenous hospitality chain developer and operator in East
Africa based on” ይቻላል)” (It’s Possible) spirit by the year 2025.”

Our critics on this vision statement is that

 No product or service receiver: again the connection with the customer failed to exist
like other companies studied here.
 Spirit is not enough to achieve the vision stated: the main tools that the company have
to achieve its vision.

Recommended Vision Statement:

“To be a benchmark indigenous hospitality chain developer and operator in East Africa through
innovative products and services by the year 2025.”

Evaluation of vision statement of Wudassie Diagnostic Center (WDC) (Health

Center)

Vision: “To be the leading state-of-the-art diagnostic imaging service provider with highest
quality radiology reporting and ancillary services taking the best interest of patients and
their referring physicians”

 It lacks inspiration: of course the word “leading” is there to create extra sense of
motivation but still considering their potential and impact in the market they could have
aimed something in the long term
 Vagueness: it is a bit vague in the sense of leading. The question needs to be answered is
that where or which market i.e. geographically they want to be a leader in? is it in
Ethiopia? Or in Africa? Or may be globally in some time ahead.
Recommended Vision Statement:
“To be the leading state-of-the-art diagnostic imaging service provider with highest quality
radiology reporting and ancillary services at the national level taking the best interest of
patients and their referring physicians.”