Heineken Carlsberg

1.2 Articulate the Vision of these 2 companies, including logistics/quality using the 4 steps of Collins and Porras. Make a comparison of both mission statements

1. Core values

Heineken

Respect for individuals, society and the environment is essential for sustainable business growth

Cherish a corporate culture that embraces diversity and a business approach that honours local laws and regulations

Beer is all about enjoyment

We sponsor music, sport, art and other commercial events because we think they are great ways for people to come together and enjoy themselves

Our business only works if we make great beer

We try to impose trends rather than passively accepting, and suffering, from them

Fifteen themes in a worldwide programme on social accountability including anti-corruption, child labour, employee representation, sexual harassment and non-discrimination; special programs on HIV/AIDS and responsible alcohol consumption

Carlsberg

Innovative in finding the ways: We create excitement among consumers, customers and employees.

Ambitious when setting targets: We are daring when pushing for results

Responsible in our actions: We value strong relationships with consumers, customers, employees and partners.

Honest in our approach: We are proud of our company and trustworthy in what we do.

2. Core Purpose

Heineken

As an international company, with operations in almost every country on the planet, Heinekens three core purposes are: quality, respect and enjoyment

Carlsberg

Carlsberg wants to become market leader in all markets and market segments where it operates

3. BHAGÒ's Big Hairy, Audacious Goals

Heineken

If a market is already in the hands of other brewers, we devote all our energy to developing a premium segment with Heineken beer, and if feasible, specialty beers.

Carlsberg

Probably the best beer company in the world

Our brands will be the consumers' first choice, and we will lead the industry in profitability and growth through a culture of quality, innovation and continuous improvement.

4. Envisioned future

Heineken aims for sustainable growth as a broad market leader and we aim for segment leadership. In both cases, the Heineken brand plays an important part. We establish broad leadership usually by acquiring strong brands, which are combined into a new, larger company. Offering training to the employees, improving the organisation, and introducing new technology then reinforces the positions of the local beers. This results in economies of scale that create a distribution network for both the local beers and Heineken beer. If a market is already in the hands of other brewers, we devote all our energy to developing a premium segment with Heineken beer, and if feasible, specialty beers.

The goal of Heineken is to grow the business in a sustainable and consistent manner, while constantly improving profitability. The strategy to achieve this has four elements:

1. Strive to reach a leading position in attractive markets.