Gutierrez, Juvy Ruth P.

AC4A – Strategic Management

November 17, 2010

Components of mission and corresponding questions to be answered:

1. Customers: “Who are the firm’s customers?”

2. Products or services: “What are the firm's major products or services?”
3. Markets: “Geographically, where does the firm compete?”
4. Technology: “Is the firm technologically current?”
5. Concern for survival, growth, and profitability: “Is the firm committed to growth and
financial soundness?”
6. Philosophy: “What are the basic beliefs, values, aspirations, and ethical priorities of the
firm?”
7. Self-concept: “What is the firm’s distinctive competence or major competitive advantage?”
8. Concern for public image: “Is the firm responsive to social, community, and environmental
concerns?”
9. Concern for employees: “Are employees a valuable asset of the firm?”

Avon Products, Inc.

1345 Avenue of the Americas New York, NY 10105-0196

Slogan / Motto
The company for women

Description
Avon Products is a direct selling company that distributes both cosmetics and other beauty
items.

Mission Statement

The Global Beauty Leader . We will build a unique portfolio of Beauty and related brands,
striving to surpass our competitors in quality, innovation and value, and elevating our image to
become the Beauty company most women turn to worldwide. (2)(3)(5)

The Women's Choice for Buying. We will become the destination store for women, offering the
convenience of multiple brands and channels, and providing a personal high touch shopping
experience that helps create lifelong customer relationships.(1)(7)

The Premier Direct Seller. We will expand our presence in direct selling and lead the reinvention
of the channel, offering an entrepreneurial opportunity that delivers superior earnings,
recognition, service and support, making it easy and rewarding to be affiliated with Avon and
elevating the image of our industry.(1)(9)

The Best Place to Work. We will be known for our leadership edge, through our passion for
high standards, our respect for diversity and our commitment to create exceptional opportunities
for professional growth so that associates can fulfill their highest potential.(9)

The Largest Women's Foundation. We will be a committed global champion for the health and
well-being of women through philanthropic efforts that eliminate breast cancer from the face of
the earth, and that empower women to achieve economic independence. (5)(8)
The Most Admired Company. We will deliver superior returns to our shareholders by tirelessly
pursuing new growth opportunities while continually improving our profitability, a socially
responsible, ethical company that is watched and emulated as a model of success. (5)(6)(7)(8)

Avon’s Mission

The Avon Vision: to be the company that best understands and satisfies the product, service
and self-fulfillment needs of women—globally.

Recommendation:
We will build a unique portfolio of Beauty and related brands, striving to surpass our competitors
in quality, technology, innovation and value, and elevating our image to become the Beauty
company most women turn to worldwide. (4)
NORTHWEST AIRLINES
2700 Lone Oak Pkwy. Eagan, MN 55121

Description
Northwest Airlines is an airline company with over 450 aircrafts, and it flies to more than 230
cities worldwide. Controlling one of the largest domestic route networks, Northwest Airlines has
three hubs in the US, namely the Minneapolis-Saint Paul International Airport, Detroit
Metropolitan Wayne County Airport, and Memphis International Airport.

Mission Statement

Workforce diversity gives us access to a world of different ideas and perspectives. Northwest
Airlines is committed to maintaining a corporate culture where men and women of all ages,
races, physical abilities, preferences and backgrounds are treated with dignity and respect. At
Northwest Airlines we recognize that when diversity is valued and respected the results are
improved service, customer satisfaction and a positive community image. We believe our
employees make a world of difference and work to maintain an environment where diversity and
inclusion is a critical component of our success. Our Diversity Vision To build a high performing
environment where individual differences and contributions of employees, customers and
business partners are respected and valued, the result of which is a business organization
where fairness, trust and integrity govern relationships and the way we do business.