Evaluation and Analysis of Mission Statements - Burj Al Arab, Al Qasr and Shangri-La Hotel - Essay Example

The project has been done in order to analyze the mission statement of three organizations of UAE belonging to the same industry and propose a mission statement for another new company belonging to the same industry. The industry chosen happens to be hospitality; luxury hotels to be more specific. The three companies chosen are Burj Al Arab, Al Qasr and Shangri-La Hotel (Kotler, 2001). Mission StatementBurj Al ArabTo be the most deluxe hotel in the world, with a team dedicated to providing outstanding personalized services, surpassing the expectations of the guests by providing the ultimate Arabian hospitality experience.

Al QasrCan-do attitude towards all its guestsShangri-La HotelDelight the guests every time by developing an engaging experience straight from the heart.ComparisonAlthough there are certain differences in all the three mission statements mentioned above, there is one common factor among all of them. All three companies have put the customers as the main focal point of the mission statement. Hence while considering the part: for whom exactly the company does it; there are lots of similarities. While considering the fact of what the company does; it can be seen the mission statement of Burj Al Arab is the clearest and concise.

Also while considering the fact of how a company does it; Burj Al Arab would be ahead of the other three as the hotel has mentioned providing a personalized experience through the dedicated and experienced team. Evaluation and Critique The mission statements have been analyzed based on clarity, scope and consistency. It has also been checked whether it has been able to answer all the three questions discussed before in a clear and concise fashion. The mission statement of Burj Al Arab is very much clear.

It talks about the target market segment clearly, about the services to be offered and also about the way the services would be delivered to the customers. One of the most interesting things about the mission statement has been the fact that it mentions the “Arabian Experience”; i.e. the organizations look to introduce the guests to the native cultural heritage. The only criticism could be that the mission statement is a bit too long. But overall, a part of the small issue regarding the length, the statement is very much clear, concise and reflects the values and objectives of the company (Czinzota, Ronkainen, Moffett, Marinova & Marinov, 2009)Although just like Burj Al Arab, Al-Qasr is also a very famous hotel; but unlike Burj Al Arab, the latter does not have a clear business statement.

Although the company talks about ht target market segment, it does not talk about the way the company looks to provide the services. Hence it is to be said that there is a lot of room for improvement at least in the case of the mission statement of Al-Qasr.The mission statement of Shangri-La Hotel is quite good. It is clear and concise. It has put the customers or the guests at the heart of the statement and also it talks about providing services straight from the heart; this would help the company to develop an emotional relationship with the customers.

However, it is believed that there is room for improvement when it comes to describing the way the services would be delivered to the customers.The name of the company has been chosen as Arabian Nights. The reason for such a choice is simply due to the fact that; Arabian night’s stories have captivated the human imagination for a long time and it somehow manages to reflect the ancient heritage and culture of the Arab. Here it needs to be mentioned the stories of the Arabian nights has captivated the imagination of the people belonging to both east and west.

The hotel would be situated in Dubai and it would be a luxury hotel. Since Dubai is now being treated as the business capital of the east such a name of the hotel may help the company to be built an emotional relationship with the guest. The mission statement of the hotel can be stated as:“To provide exceptional, sustainable, customized services with grace and humility through our dedication with the true sense of the spirit of Arabian heritage and culture”From the above mission statement, it can be seen that it is clear and concise.

It also describes the customers and the way the services would be provided to the customers. Business ModelA business model describes the way a company creates and delivers value to its customers. It is the heart and soul of a new business.