This document provides information about vision and mission statements for organizations. It defines what a vision statement and mission statement are, provides examples of each, and outlines best practices for creating them. The key steps for creating vision and mission statements are to gather community input, decide the organization's focus, brainstorm potential statements, and decide how to communicate the statements. An example vision is provided for a construction company to improve its original statement. The second part analyzes a construction company, ABC Construction, using Porter's Five Forces framework to understand its competitive environment.

1. BACHELOR IN QUANTITY SURVEYING (HONOURS)
STRATEGIC MANAGEMENT
(MGT60703)
NAME: MUHAMMAD FAREEZBIN SHAHAR SHAM
STUDENT ID: 0322961
LECTURER:MR. LEONG BOON TIK
SUBMISSION DATE:31ST
OCT 2018
SCHOOL OF ARHITECTURE, BUILDING & DESIGN

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PART A
VISION & MISSION STATEMENT

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WHAT IS A VISION STATEMENT?
Your vision is your dream. It's what your organization believes are the ideal conditions for your
community that is, how things would look if the issue important to you were completely, perfectly
addressed. It might be a world without war,or a community in which all people are treated as equals,
regardless of gender or racial background.
Whatever your organization's dream is, it may be well articulated by one or more vision statements.
Vision statements are short phrases or sentences that convey your community's hopes for the future. By
developing a vision statement or statements, your organization clarifies the beliefs and governing
principles of your organization, first for yourselves, and then for the greater community.
There are certain characteristics that most vision statements have in common. In general, vision
statements should be:
 Understood and shared by members of the community
 Broad enough to include a diverse variety of local perspectives
 Inspiring and uplifting to everyone involved in your effort
 Easy to communicate - for example, they are generally short enough to fit on a T-shirt

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Here are some examples of vision statements that meet the above criteria:
 Caring communities
 Healthy children
 Safe streets,safe neighborhoods
 Every house a home
 Education for all
 Peace on earth
WHAT IS A MISSION STATEMENT?
The next piece of the puzzle is to ground your vision in practical terms. This is where developing
a mission statement; the next step in the action planning process comes in. An organization's mission
statement describes what the group is going to do and why it's going to do that. For example, promoting
care and caring at the end of life through coalitions and advocacy.
Mission statements are similar to vision statements,in that they, too, look at the big picture. However,
they're more concrete,and they are definitely more "action-oriented" than vision statements. Your vision
statement should inspire people to dream; your mission statement should inspire them to action.
The mission statement might refer to a problem, such as an inadequate housing, or a goal, such as
providing access to health care for everyone. And, while they don’t go into a lot of detail, they start to
hint - very broadly - at how your organization might fix these problems or reach these goals. Some
general guiding principles about mission statements are that they are:
 Concise. While not as short as vision statements,mission statements generally still get their point
across in one sentence.
 Outcome-oriented. Mission statements explain the fundamental outcomes your organization is
working to achieve.
 Inclusive. While mission statements do make statements about your group's key goals, it's very
important that they do so very broadly. Good mission statements are not limiting in the strategies
or sectors of the community that may become involved in the project.

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The following examples should help you understand what we mean by effective mission statements.
 Promoting child health and development through a comprehensive family and community
initiative.
 To create a thriving African American community through development of jobs, education,
housing, and cultural pride.
 To develop a safe and healthy neighborhood through collaborative planning, community action,
and policy advocacy.
 Promoting community health and development by connecting people, ideas and resources. (This
is the mission of the Community Tool Box)
WHY SHOULD YOU CREATE VISION AND MISSION STATEMENTS?
Why is it important that your organization develops vision and mission statements like those above? First
of all, because these statements can help your organization focus on what is really important. Although
your organization knows what you are trying to do to improve your community, it's easy to lose sight of
this when dealing with the day-to-day hassles that plague all organizations. Your vision and mission
statements help members remember what is important as you go about doing your daily work.
Second, your vision and mission statements let other individuals and organizations have a snapshot view
of whom your group is and what it wants to do. When your vision and mission statements are easily
visible (for example, if they are on the letterhead of your stationary), people can learn about your
organization without having to work hard for the information. Then, those with common interests can
take the time necessary to learn more. Clearly, this can be very helpful when you are recruiting other
people and organizations to join in your effort.
Finally, vision and mission statements are also very helpful in having members who are focused and
bound together in common purpose. Not only do the statements themselves serve as a constant reminder
of what is important to your organization, the process of developing them allows people to see the
organization as theirs.

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Having a clear mission statement can:
 Convert the broad dreams of your vision into more specific, action-oriented terms.
 Explain your goals to interested parties in a clear and concise manner.
 Enhance your organization's image as being competent and professional, thus reassuring funding
sources that their investment was a smart choice.
HOW DO YOU CREATE VISION AND MISSION STATEMENTS?
Armed with a better understanding of vision and mission statements,it's time for your organization to
develop them for itself. If your group has already developed vision and mission statements, you might
wish to look at them in light of the criteria we discussed above. If members of your organization feel your
current statements could be improved upon, this process can be used to modify them. Ready? Let's go!
DECIDE WHAT TO ASK
No matter if you are talking to one person or 300, your purpose is the same to learn what matters in your
community. Here's a list of questions you might use to focus your discussions with community members.
These questions may be used for individual interviews, focus groups, public forums, or in any other way
you choose to gather information.
 What is your dream for our community?
 What would you like to see change?
 What kind of community (or program, policy, school, neighborhood, etc.) do we want to create?
 What do you see as the community's (or schools, neighborhood's, etc.) major issues or problems?
 What do you see as the community's major strengths and assets?
 What do you think should be the purpose of this organization (or effort)?
 Why should these issues be addressed?
 What would success look like?
When your organization is questioning people, the facilitator should encourage everyone to allow their
most idealistic, hopeful, and positive ideas to shine through. Don't worry right now about what's practical
and what's not this can be narrowed down later. Encourage everyone to be bold and participate, and to
remember that you are trying to articulate a vision of a better community, and a better world.

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DECIDE ON THE GENERAL FOCUS OF YOUR ORGANIZATION
Once members of your organization have heard what the community has to say, it’s time to decide the
general focus of your organization or initiative. First of all, what topic is most important to your
organization and your community? For example, will you tackle urban development or public health
issues? Racism or economic opportunity?
Of course, if your organization is receiving grant money or major funding from a particular agency, the
grant maker may specify what the general goal of your group should be. For example, if your group
accepts a grant to reduce child hunger, at least part of its mission will be devoted to this purpose. Even in
these circumstances,however, the community should determine the ultimate vision and mission that will
best advance what matters to local people.
DEVELOP YOUR VISION AND MISSION STATEMENTS
Now that your organization has a clearer understanding of what the organization will do and why, you are
in a prime position to develop the statements that will capture your ideas.
As you are looking at potential statements,remember to keep them broad and enduring. Vision and
mission statements that are wide in scope allow for a sense of continuity with a community's history,
traditions, and broad purposes. And vision and mission statements that are built to last will guide efforts
both today and tomorrow.
Vision Statements
First of all, remind members of your organization that it often takes severalvision statements to fully
capture the dreams of those involved in a community improvement effort. You don't need - or even want -
to have just one "perfect" phrase. Encourage people to suggest all of their ideas, and write them down -
possibly on poster paper at the front of the room, so people can be further inspired by the ideas of others.
As you do this, help everyone keep in mind:
 What you have learned from your discussions with community members
 What your organization has decided will be your focus
 What you learned about vision statements at the beginning of this section

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You can also ask yourselves the following questions about vision statements:
 Will it draw people to common work?
 Does it give hope for a better future?
 Will it inspire community members to realize their dreams through positive, effective action?
 Does it provide a basis for developing the other aspects of your action planning process?
Mission Statements
The process of writing your mission statement is much like that for developing your vision statements.
The same brainstorming process can help you develop possibilities for your mission statement.
Remember, though, that unlike with vision statements,you will want to develop a single mission
statement for your work. After having brainstormed for possible statements,you will want to ask of each
one:
 Does it describe what your organization will do and why it will do it?
 Is it concise (one sentence)?
 Is it outcome oriented?
 Is it inclusive of the goals and people who may become involved in the organization?
DECIDE HOW YOU WILL USE YOUR VISION AND MISSION STATEMENTS
Finally, it's important to remember that while developing the statements is a huge step for your
organization (and one you should celebrate!), there is more work to be done. Next, you have to decide
how to use these statements. Otherwise,all of your hard work will have happening for nothing. The point
is to get the message across.
There are many, many ways in which your organization may choose to spread its vision and mission
statements. To name just a few examples, you might:
 Add them to your letterhead or stationary
 Use them on your website
 Give away T-shirts, or bookmarks, or other small gifts with them
 Add them to your press kit
 Use them when you give interviews
 Display them on the cover of your annual report

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PART A
SUNWAY CONSTRUCTION

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Introduction
As a leader in turnkey building and infrastructure projects, Sunway Construction’s world-class expertise
is in building, civil engineering, geotechnical solutions, M&E solutions, industrial building systems,
machinery and logistics.
With a range of multi-disciplinary experience, Sunway Construction is able to tailor fully-integrated and
cost-effective solutions for its clients, delivering effective design-and-build services. Sunway
Construction’s strength lies in its ability to plan and construct virtually any project, successfully taking
them from conception to completion. Coupled with its passion and commitment to project execution and
delivery, the division has grown steadily in Malaysia, and has progressed to undertake challenges beyond
its borders, venturing into Singapore, the Middle East,India and Trinidad & Tobago.
Since 1976, Sunway Construction has been responsible for the construction of internationally-recognized
landmarks and structures of national significance. This includes some of Malaysia’s significant landmarks
like LEGOLAND Malaysia, KLCC Convention Centre, the Kajang-SILK Highway, and the nation’s first
elevated Bus Rapid Transit (BRT) – Sunway Line.
Vision
Sunway Construction’s vision is “To Be the Leading Regional Construction and Engineering
Group”.
Sunway Construction is a big and profitable company but their vision statement can be improved to be
more interesting. The statement is too short and does not attract attention from the customers. A good
vision statement does not need to be short but long enough to evoke a noble sense of purpose, provide a
call to action, and describe a clear picture of your destination. The statement “The Leading Regional
Construction and Engineering Group” does not have a destination, purpose and value.
The statement should be more ambitious and simple, but also not too simple where there is no purpose of
the statement.
Improved Vision
“With a vision ofbecoming the region’s leading pure play construction group, we constantly
innovate to deliver value,build synergistic and sustainable relationships and achieve the highest
standards of quality, safety and excellence”
The improved statement would be much more ambitious and simple. The statement will show the
confidence and strength of the company which would make customer feelmore comfortable to approach.
It is very important to ensure the customers know the purpose and direction of the company.
In conclusion, in order to make a good vision statement of a company requires a great understanding of
the company itself. Without knowledge of the company then the vision statement will never relate to the
company.

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PART B
ABC CONSTRUCTION COMPETITIVE ANALYSIS

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PREFACE & PROFILING
Being one of Malaysia’s greater property development, ABC Construction is also involved in the supply
of building materials manufacture and trade of prefabricated and precast components and promotion,
marketing, and other activities related to property management, as well as provision of project
management, and building and construction services. ABC Construction is one of the big scale company
focusing in the property development. ABC Construction is major in developing residential areas
involving landed property, high rise buildings, commercial and township. It is very important to analyze
the level of competitors that exist in the industry in order to maintain the company profile and to ensure
product differentiation between other competitors.
ABC CONSTRUCTION
 ABC Construction has the same size and scale of YTL Corporation Berhad.
 ABC Construction is listed on Bursa Malaysia Securities Berhad (the Kuala Lumpur stock
exchange) and is a component of the FTSE Bursa Malaysia Mid 70 Index.
 With over 14,000 workforce located nationwide
 The brand is spread across three key economic regions in Malaysia with 20 development projects
 In total that include new townships, integrated commercial developments, luxury high-rise
apartments and green business parks.
 ABC Construction presently has approximately 8,126.4 acres of land bank with a total gross
development value (GDV) of RM87.5 billion.
 ABC Construction is helmed by some of the most well-known and respected industry players in
the Malaysian property sector
PORTER'S FIVE FORCES ANALYSIS
Porter's Five Forces Framework is a tool for analyzing competition of a business. It draws from industrial
organization (IO) economics to derive five forces that determine the competitive intensity and, therefore,
the attractiveness (or lack of it) of an industry in terms of its profitability. An "unattractive" industry is
one in which the effect of these five forces reduces overall profitability. The most unattractive industry
would be one approaching "pure competition", in which available profits for all firms are driven to
normal profit levels. The five-force perspective is associated with its originator, Michael E. Porter of
Harvard University

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The five-force rule consist of:
1. Competitive rivalry
This force examines how intense the competition currently is in the marketplace, which is determined by
the number of existing competitors and what each can do. When rivalry competition is high, advertising
and price wars can ensue,which can hurt a business's bottom line.
2. Bargaining power of suppliers
This force analyzes how much power a business's supplier has and how much control it has over the
potential to raise its prices, which, in turn, would lower a business's profitability.
3. Bargaining power of customers
This force examines the power of the consumer and their effect on pricing and quality. Consumers have
power when there aren't many of them but there are plentiful sellers, as well as when it is easy for
customers to switch from one business's products or services to another's.
4. Threat of new entrants
This force considers how easy or difficult it is for competitors to join the marketplace in the industry
being examined.
5. Threat of substitute products or services
This force studies how easy it is for consumers to switch from a business's product or service to that of a
competitor. It looks at the number of competitors, how their prices and quality compare to the business
being examined and how much of a profit those competitors are earning, which would determine if they
can lower their costs even more.
PORTER'S FIVE FORCES ANALYSIS OF ABC CONSTRUCTION
ABC Company is a property development company. I’m tasked to conduct an analysis on our company
competitive advantage. The analysis is done using Michael Porter’s 5 Force Model. In this case,I will
assume over the fact that our company are as diverse as YTL Company.

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THREAT OF NEW ENTRANTS/POTENTIAL COMPETITORS: LOW PRESSURE
There are still opportunity because there are wide range of different types and scales of development each
with different barriers to entry. However,assuming my company achieved economies of scale, it allowed
me to have cost advantage over new players that lack of sales volume. For a new player, getting a brand
loyalty would be a difficult task especially in property development as big players or titans are already set
their headquarters in each state. It would be expensive for a new company to enter and destroy the brand
loyalty enjoyed by these property developer titans.
Having more than 800 registered company including sub-divisions, it’s not a big threat. The number of
entrants varies over time and it depends on the market condition. Even though there is no special legal
authority needed to enter the industry such as telecoms and utilities, with the increased rate of tax and
currency drop that occurred recently, the number of new participant and activity are lesser. It would
require a huge amount of capital and a long period of time in order for them to achieve economies of
scale, or getting their invested capital return.
Even so, new participant can help my company to grow by seeking expertise and management training
and they cannot retaliate, assuming I can easily stealtheir client and forcing them to switch cost which
will later kick them out of the industry. Furthermore, new players would not last long if they cannot do
product differentiation. As conclude, the threat of new entrants is low because my company can secure
economies of scale and ensure long lasting brand loyalty, setting up a high barrier to entry causing cost
disadvantage to new entrants.

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As a company that is a major in property development, ABC Construction have the advantage to be the
existing player in the industry having certain level of brand identification. However,for customer
loyalties, it is not easy to set up customer loyalties as buying property are not cheap and customers tend to
look at their preference rather than prioritizing the developer’s identity. ABC construction will definitely
able to achieve economic of scale with the size of construction that will be undertaken. The cost of
developing can be spread all over the entire development and the cost of obtaining the raw material will
be relatively lower by introducing bulk purchasing for materials especially.
THREAT OF SUBSTITUTE PRODUCTS: LOW PRESSURE
In Malaysia, the residential real estate is in high demand both for accommodation and investment value.
When developing a new property, new housing, we must take account that it can be replaced by:
 Competitive product from another developer.
 Existing housing for sale/rent.
ABC Construction produces many residential development where the substitute in Malaysia market is
very low. The housing projects developed by ABC Construction are often mid-high end developments.
Equivalent
Differentiating product can be done at 3 aspect which are location, type and quality. Developer with the
most generic product have higher substitutable, while the one that distinguish will cope the best. Getting a
strategic location is not necessarily in the city area. Securing location with ease traffics and transportation
will reduce the probability of buyer propensity to substitute. The quality and maintenance must assured
with sustainable utilities, avoiding depreciation of value. However,in big cities like Shah Alam, large
stock of our housing exists for the secondary market to be a viable choice for potential homebuyers,
instead of in the small cities with lower participant and insufficient amount of secondary unit.
With Malaysia current condition, most people have limited channels for savings and investment, thus, real
estate has helped fill this void. In conclusion, the threat of substitute products is low because just like
other big players, my company also diversified and differentiate our product and service, thus, we can use
our brand loyalty to provide the services and options needed by our clients.
THE BARGAINING POWER OF BUYERS: LOW PRESSURE
Buyers are only powerful when they are few in numbers, have many equivalent options from other
developer, and can easily switch between offerings (low switch cost). However,in property industry, they
are always have low in bargaining power because they are many that seek affordable housing and they
have small choices due to personal background such as work.

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Buyer’s power fluctuate greatly depending on certain factors such as availability of substitute,
information and bargaining leverage. However,in Malaysia current state,the buyer’s bargaining power
are definitely low as the property prices increased especially in the main city area like Klang Valley. The
combination of investment and end user demand give developers strong pricing power. In the absence of
old rules and regulations, developer able to extract maximum possible revenue for each unit, securing
high returns.
This is achievable by avoid publishing standard price lists or exposing information regarding numbers of
units sold and at what price and done in cities which are not protected by consumer protection law.
Forcing the buyer’s bargaining power to reduce. This situation is known as asymmetric information and
can easily be done by large developer. As conclusion, my company can forced the buyer to have low
bargaining power when we are able to reap the product differentiation and having a high power against
the supplier, allowed my company to obtain the bargaining leverage for the buyer.
THE BARGAINING POWER OF SUPPLIERS: LOW PRESSURE
Developers have high bargaining power over supplier. The key suppliers to developer:
 Land Sellers
 Construction Contractors
 Building Materials/Home Furnish
 Company Employees
The bargaining power of supplier are high for scarce resource supplier or important inputs. In Kuala
Lumpur, the number of land available is limited, and the developer or government usually demolished the
village area to secure the land. However,when the land is available for sale, it will give the supplier huge
bargaining power which they will take the advantage on interested buyer.
Developer make 3 times the profit over the cost for each suppliers. Avoid auction, preferably go direct
bilateral negotiations with the 3rd party or government, in order for them to secure the perfect land or
location for project. Development in smaller city yield more profits and power for developer as it signal
other developer and investor to participate.
When dealing with building materials and home furniture, supplier would not have the high bargaining
power, instead, they provided more benefit for bulk buyers such as discount. For developer, they have low
switching cost when choosing this key supplier, thus, pressuring the supplier to give the best benefit and
quality to them.
Company employees does not necessarily imposed high threat to a company unless they could bring
product differentiation in the industry. This is because a developer could simply choose other supplier,
specifically sub-contract the task to other company. Furthermore, sub-contracting give them power over
the multiple supplier and result in more advantage for the project such as efficient use of resources and
faster construction.

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In conclusion, the bargaining power of my company towards supplier would always be low as long as we
attained the following condition:
 Large quantities purchase
 Multiple supplier availability
 low switching cost
 Not being dependent ofany supplier for important inputs.
RIVALRY AMONG EXISTING FIRMS: HIGH PRESSURE
The product differentiation they offered are all nearly the same, thus are close substitutes for each other.
The similarity led buyers to focus on the price which the manager then will try to figure out the best
offerings like recreational park, facilities and investment but with only limited success. This is due to
imitation by other players that lead the case competition again defaults to price. Furthermore, the demand
and supply is not being consistent and does not complement each other.
Malaysia is still a developing country, thus, there are many big players out there especially Sunway Bhd,
SP Setia Group Bhd, and Mah Sing Group Bhd which are all among the titans of real estate. However,
they choose to avoid competing directly by developing products in different locations (e.g SP Setia in
Setia Alam, Selangor, Mah Sing Sing in Johor) and differentiating product types. All 3 rivals possessed
high marketing shares in the industry and have brand loyalty due to outstanding awards.
Their exit barrier are quite high because they build their solid foundation in the strategic location, having
huge assets and list of targeted clients. The largest asset is owned by SP Setia Group Bhd. having over
Rm54 Billion Gross Development Value (GDV). The intensity of rivalry is high due to the fact that a land
is a land. It is permanent and took a lot of work for demolishing. However,demolishment hardly occur
towards developing city and only focused on undeveloped area.
The demand for new property development is due to economic growth and income levels but the
economic growth is not increasing, but instead decreasing. Gaining higher power over buyers and mutual
understanding between developer companies have led to a fluctuate increase in housing prices, which
result in fewer buyers and caused excess supply. A continuity excess of supply will poses a great threat
and increased the barrier to exit causing company to fail. As conclusion, my company must look back at
bargaining power with buyers and suppliers and be able to strategize to increase the sales in order to
compete with the other companies.

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CONCLUSION
Through the analysis of ABC Company and its environment, we can conclude that the company gained a
considerable competitive advantage and suffered no threats. Nevertheless,it is essential to remember that
environment of which ABC Company resides in are always changing. An increase in Government Service
Tax (GST) can deal a massive blow to the industry as a whole substantially and therefore,as a manager, it
is important for us to keep an eye on the changes made not only by our competitor but also the overall
environment of the industry and formulate and implement strategy accordingly to the environment.
SWOT ANALYSIS OF ABC CONSTRUCTION
Strength Weakness
 ABC Construction have cost advantage
independent sale compare to new entrants
 Multiple supplier availability
 Large quantities purchase
 High debt which could put company at high
risk
Opportunities Threats
 Low cost housing is in demand in the market
which could benefit in large number of
populace
 Malaysia currency and economy

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REFERENCES
1. YTL Corporation.(2018, October10). Retrievedfrom
https://en.wikipedia.org/wiki/YTL_Corporation
2. Porter'sfive forcesanalysis.(2018,October27). Retrievedfrom
https://en.wikipedia.org/wiki/Porter's_five_forces_analysis
3. (n.d.).Retrievedfrom http://www.bursamalaysia.com/market/
4. SunwayGroup.(2018, October01). Retrievedfrom
https://en.wikipedia.org/wiki/Sunway_Group