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1. Draw the similarities and differences between Brabeck & Bulcke Vision, Mission and Corporate strategies.

Every company should have a mission statement that defines the purpose of the company, a vision that will define what the company wants to become in the future and a strategy is the direction and scope of an organization over the long-term: which will help the company gain advantage over its competitors and fulfill stakeholder expectations.

A. Vision:

Bulcke’s vision is to become the world’s recognized leader in nutrition, health, and wellness remains unchanged. As well as Brabeck’s vision is to be recognized by consumers as ‘the’ nutrition, health, and Wellness Company and to deliver a competitive return to our shareholders at the same time.”
So, we can see obviously that bulcke decided to keep the same vision as brabeck; in his opinion this is a strong vision but he should just choose the means of achieving it. As Brabeck said about Nestle’s report on 2007 “almost mystical barrier”, Balcke was afraid that they become over-satisfied of themselves and this will be great weaknesses that will slow their improvement.
Although Braceck vision was similar to Bulcke, but the means and the strategies to achieve it were different.

B. Mission:

Bulcke mission is: The Nestlé model is one of steady growth and margin improvement. It is not management by surprise. This model is so inherent in our structure and culture that we don’t have major restructurings. We try to anticipate and be proactive so we don’t have to react, because then you end up overreacting. We don’t need short-term gimmicks that might jeopardize the long-term results. From the other hand, Brabeck mission was: achieve worldwide sustainable competitiveness through: low cost, highly efficient operations; renovation and innovation of the Nestlé product line; universal availability

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