After my evaluation of vision statement of different companies i.e.

1) Wells Fargo
2) Hilton 3) BASF, I have ranked vision of three companies from best to the worst
as shown below with short description of each companies. When I go through the
vision of three companies I found different shortcoming and effective elements in
their vision statement. Among three companies Wells Fargo has best vision
statement, second Hilton and last BASF.

Wells Fargo is a financial service company which has $1.9 trillion assets. It was
established in 1852 by Henry Wells and William Fargo. This company provides
different services some of them are insurance, banking, mortgage, investments,
consumer and commercial financial services through more than 8,600 locations,
13000 ATM, online and mobile devices. Its headquarters is in San Francisco but
they try to be decentralized by satisfying their customer financial need in every
local Wells Fargo location. This company associates with more than 700 million
customers in the world have 269,000 team members in 42 countries. The
different shortcoming and effective elements of vision statement of this company
is shown in the below table:

Table 1:

Company Effective Elements Shortcoming

Wells Fargo Easy to Communicate Vague or Incomplete
Graphic Too Broad
Feasible Not Forward Looking

Hilton is one of the hospitality companies in the world which is largest and
fastest growing. It is operating in 104 countries and territories and has more than
4,900 properties including 800,00 rooms in different countries. The founder of
this company is Conrad Hilton in 1919. Tysons Corner, Virginia is headquarters of
Hilton. According to the Forbes Hilton is ranked in the 36 th largest privately held
company in the U.S. Hilton has different brands (14) in different market segment.
They are Canopy by Hilton, Conrad Hotels and Resorts, Hilton Hotels and Resorts,
Curio- A collection ny Hilton, Double Tree by Hilton, Hilton Garden Inn, Embassy
Suites, Homewood Suites by Hilton, Hampton Inn, Home2 Suites by Hilton,
Waldorf Astoria Hotels and Resorts, Hilton Grand Vacation, Tapestry Collection by
Hilton, and Tru by Hilton. The different shortcoming and effective elements of
vision statement of this company is shown in the below table:

Table 2:

Company Effective Elements Shortcoming

Hilton Hotels Easy to communicate Vague
Graphic Not Forward Looking
Feasible Not Distinctive
 Too Broad

BASF is German chemical company founded by Friedrich Engel horn in Mannheim

on 1865. It is one of the largest chemical producers in the world. BASF has its
subsidiaries and joint ventures in more than 80 countries and has 390 production
sites in Australia, Asia and Europe, Africa and America. Its headquarters located
in Germany, Ludwigshafen. All over the 200 countries BASF has its customers
and supplies product to different types of industries. In 1990s BASF got little
public attention abandoning its consumer product line. BASF earn app 57.6
billion euro of revenue and 4 billion euros of revenue. The most of the products
of BASF are chemical and plastic. In BASF nearly 114 thousand are employed
around the world. The different shortcoming and effective elements of vision
statement of this company is shown in the below table:

Table 3:

Company Effective Elements Shortcoming

Hilton Hotels Easy to communicate Vague
Graphic Not Forward Looking
Feasible Too Broad
Focused Bland
Too Reliant

Conclusion

Through the evaluation, I what I found is that the vision statement of Wells Fargo is vague,

too broad and forward looking because this company did not specify where it want to be

future, its vision show that it will go any direction if they will find opportunities and it

doesnt indicate how management will alter the current product, market, customer, and

technology focus of a company. The best thing about its vision statement is that it can easily

communicate, create market position that company is trying to stake out and is reasonable

what it expect to achieve in future.

From other company (Hilton Hotel) vision statement what I found is that it is vague, not

forward looking too broad and not distinctive because this company did not specify where it

want to be future, its vision show that it will go any direction if they will find opportunities

and it doesnt indicate how management will alter the current product, market, customer,
technology focus of a company and also it hasnt unique identity of a company. The best

thing about its vision is that it can easily communicate, create market position that company

is trying to stake out and is reasonable what it expect to achieve in future.

In the similar way, the vision statement of BASF is vague, not forward looking, too broad,

Bland and too reliant because this company did not specify where it want to be future, its

vision show that it will go any direction if they will find opportunities and it doesnt indicate

how management will alter the current product, market, customer, technology focus of a

company, its vision have lack of motivation power or inspiring power which can give trust to

company direction and its also doesnt say about the company strategic course. The best

thing about its vision is that it can easily communicate, create market position that company

is trying to stake out, reasonable what it expect to achieve in future and help to provide

guidance to manager in decision making.