Company Analysis: The Kroger Company

Mission and vision statement analysis

Kroger’s mission statement:

“To be a leader in the distribution and merchandising of food, pharmacy, health and personal care items, seasonal merchandise, and related products and services” (The Kroger Company, 2016).

Suggested mission statement:

“Our mission is to utilize cutting-edge technologies in the distribution and sale of food, pharmacy, health and personal care items, seasonal merchandise, and related products and services to ensure that we reach both the old and young in the whole of the US. Based on our core values of integrity, respect for workplace diversity and inclusion, we strongly believe that our dream is attainable”.

As seen in the above statement, Kroger clearly outlines the products as well as services it offers to its customers, which is one of the key features of winning mission statements (Ogbor, 2009). Nonetheless, the statement does not specify the customer segments that the company intends to reach through its products, nor does it specify the geographical locations in which the company competes. As such, it is not clear whether or not the company operates within the global market. Similarly, the mission does not communicate Kroger’s fundamental beliefs and values; neither does it show the degree to which the firm is committed towards employee needs as well as environmental sustainability…………………………………….

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