Vision serves the purpose of stating what an organization wishes to achieve in the long run.
Vision is for someday… Mission is for everyday!

Blue Star was founded in the year 1943 by Mohan T Advani, an entrepreneur of exemplary vision and drive. The Company began as a modest 3-member team engaged in reconditioning of air conditioners and refrigerators. The vision of the company is, “To dream, to strive, to care, and above all, to be the best in everything we do” . In 2018 this company completed 75 years of existence.

The recession of 1953 hit the company and resulted in Mr. Mohan Advani realising that the company couldn’t survive solely on the business of air-conditioning, because the war had played havoc with power situation. In addition, the socialistic government had also classified air-conditioners as luxury products and imposed crippling taxes, like an excise duty of 125 per cent. All this culminated in the company diversifying by acquiring the sole agency of what was then known as Schneider-Westinghouse (later known as Jeumont-Schneider), one of the foremost manufacturers of heavy electricals in Europe. In quick succession, the company acquired exclusive distributorship of manufacturers of international standing and repute. These new businesses became the base of machinery and the electronics divisions. The air-conditioning business grew and in the year 1956, the company began manufacturing packaged air-conditioners. The initial 10 years were spent by the company on set up and it became viable .

By early 1960s, company had developed into a broad-based engineering company, marketing high technology products. The main emphasis was on engineering, industrial products and air-conditioning. The Company promoted Techni-Glass Ltd intended to make and market a new cellular thermal insulation called Cell-O-Therm, which failed miserably. The impact of this debacle was so strong that the company didn’t want to do any new manufacturing for quite some time and decided to go the joint venture way . Besides in 1965, India had embarked on a war with Pakistan, thwarting the company’s manufacturing ambitions. Its collaboration with Worthington, US to make a complete range of industrial and commercial refrigeration and air-conditioning equipment did not transpire because of the war; same thing had also happed with Honeywell. Therefore, blue star moved away from manufacturing as a business strategy and got further into distribution of imported high-technology engineering equipment – the mainstay of AC & R contracting. In its 25 years of existence, the company had undertaken innumerable large projects across commercial, industrial, educational and research organisations.

In 2003, Blue Star completed its 60 years of existence, reinvented itself again and again to keep in tune and adapt with the changing market conditions, thus strengthening its core and becoming more customer-centric. It also reduced its cost structure and maintained its leadership position. Company was B2B. As the company became 75 a big shift to the B2C segment. Company wants to reinvent and stay relevant.
Staying true to its vision.

Thus a Vision statement answers questions like…
Where we are going?
What do we aspire to achieve?
Hope & Ambition

Vision statement outlines what the organization wants to be, or how it wants the world in which it operates to be. It concentrates on the future. It is a source of inspiration. It provides clear decision-making criteria (Wikipedia).

Growth of an organization can come through organic as well as inorganic path. But inorganic growth has to be complemented with organic growth. Blue star grew inorganically into the electrical as well as plumbing and fire-fighting segments after acquiring Naseer Electricals in 2008 and D. S. Gupta Construction in 2010 . Blue Star after fortifying its position as an end-to-end service provider in the mechanical, electrical and plumbing (MEP) and fire-fighting segment, handled several integrated electro-mechanical projects in India and overseas as an integrated MEP service providers in the building, industrial and infrastructure segments. Blue star’s growth thus came through market penetration as well as market development in the MEP and fire-fighting segment.
A vision statement gives organization’s employees something to rally behind, and should organization choose to make vision statement public, it lets the world know where the company is going.

Having achieved growth through market penetration and market development. Blue star also concentrated on product development. Market was undergoing a rapid change in the central plant equipment segment, including product categories like ducted system, variable refrigerant flow (VRF), chillers, and domestic heating ventilation and air-conditioning (HVAC) opportunities. The first few distinctive changes were taking place in the packaged air-conditioning, under which variable refrigerant flow was slowly replacing the traditional ducting systems. Based on the dynamic market requirements, Blue Star launched the latest fifth generation VRF, which had a large capacity outdoor unit with 24-28 HP. The product offerings were highly efficient even in extreme ambient conditions, as they were designed to deliver full capacity at 43 Degree Celsius and were capable of handling a wide range of fluctuations. Company also introduced an easy-to-install pre-piped VRF, which enabled integrators to offer VRF technology in smaller towns. The company subsequently launched next generation, 100 per cent inverter VRF system ‘Made for India’ and is well-suited for the varying climatic conditions, as well as voltage fluctuations, faced across the country .

As part of its diversification strategy, Blue Star launched water purifiers, water coolers, air purifiers and air coolers to expand its offerings in the domestic retail market.
The Advanis and the team at Blue Star, with a consumer durables mind-set, are gearing and tuning in to spring out something out of the blue to stay relevant beyond the 75-year-old subsistence of the company.
Some of the vision statements are as follows….

Vision statement: “A personal computer in every home running Microsoft software.” (Microsoft)
“To help people save money so they can live better.” (Walmart)
“Land a man on the moon and safely return him to earth by the end of this decade.” (John F. Kennedy)

Vision statements :
While developing vision statement organizations must
• Define what the organization aspires to be
• Reflect the ideal image of the organization in the future
• Include key values and beliefs
• Serve as a framework to evaluate current activities
• Be stated clearly so that it is understood by all
• Be a focal point for strategic planning and are time bound, with most vision statements projected for a period of 5 to 10 years
• Communicate both the purpose and values of the organization
• Shape clients’ understanding of why they should work with the organization.

The vision statement focuses on tomorrow and what the organization wants to become. The mission statement focuses on today and what the organization does. While companies commonly use mission and vision statements interchangeably, it’s important to have both. One doesn’t work without the other, because having purpose and meaning are critical for any business .

What is a mission statement?
It is the mission statement that drives the company. It is what company does/the core of the business, and from it comes the objectives and finally, what it takes to reach those objectives. It also shapes the company’s culture.
Mission statement questions look like:
• What do we do?
• Whom do we serve?
• How do we serve them?

This trickle-down effect of a mission statement confirms its value at any company. Just by its definition, you can quickly see how a solid mission motivates a team to advance toward a common goal, because they started at the same place and they are working together to reach the same end-goal.

On the other hand, a weak mission — or no mission at all — can have the opposite effect.
Company: Tesla
Vision: To create the most compelling car company of the 21st century by driving the world’s transition to electric vehicles.
Mission: To accelerate the world’s transition to sustainable energy.
Why it is effective: What better word than “accelerate” in a mission to serve as the driving force behind what Tesla does. While boldly stating “best in the century” reflects loftier dreams in the vision.
Company: Amazon
Vision: To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.

Mission: We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.
Why it is effective: Amazon’s mission is cut-and-dry about what they offer to customers. The vision takes the offerings farther, saying their company will offer “anything” customers want.
Company: TED
Vision: We believe passionately in the power of ideas to change attitudes, lives and, ultimately, the world.
Mission: Spread ideas.
Why it is effective: The TED mission to “spread ideas” is a simple demonstration of how they serve. The vision is all about impact, how spreading ideas invokes change in the world.
Company: LinkedIn
Mission: To connect the world’s professionals to make them more productive and successful.
Vision: To create economic opportunity for every member of the global workforce.
Why it is effective: LinkedIn succinctly captures what they do (connect) and who they serve (the world’s professionals) in their mission. While the vision encompasses every working person in the world.
Company: Google
Vision: To provide access to the world’s information in one click.
Mission: To organize the world’s information and make it universally accessible and useful.
Why it is effective: Google may seem complex, but its mission clarifies that organization and accessibility are what they offer. Their vision statement is about improving accessibility in the future “in one click.”
Company: Uber
Vision: Smarter transportation with fewer cars and greater access. Transportation that’s safer, cheaper, and more reliable; transportation that creates more job opportunities and higher incomes for drivers.
Mission: Uber’s mission is to bring transportation — for everyone, everywhere.
Why it is effective: Uber “transports,” so it is the perfect actionable verb for their mission. The vision dives deeper into how their transportation services exist for the greater good of everyone.
Company: AirBnB
Vision: Tapping into the universal human yearning to belong—the desire to feel welcomed, respected, and appreciated for who you are, no matter where you might be.
Mission: Belong anywhere.
Why it is effective: In just two words, the Airbnb mission says “we help you feel at home.” They explore a deeper sense of belonging in the vision, tapping into the universal human desire for which the company aims.
Company: Intel
Vision: If it is smart and connected, it is best with Intel.
Mission: Utilize the power of Moore’s Law to bring smart, connected devices to every person on earth.
Why it is effective: Intel “brings smart, connected devices” to everyone in their mission. Their vision uses more boastful language, illustrating great confidence in the future of their solutions.
Company: Ferrari
Vision: Ferrari, Italian Excellence that makes the world dream.
Mission: We build cars, symbols of Italian excellence the world over, and we do so to win on both road and track. Unique creations that fuel the Prancing Horse legend and generate a “World of Dreams and Emotions.”
Why it is effective: “We build to win” in Ferrari’s mission focuses on the strength and quality of their product. In this ambitious vision, their cars will reach the pinnacle of “Italian Excellence.”
Company: Toyota USA
Vision: To be the most successful and respected car company in America.
Mission: To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America.
Why it is effective: Toyota’s mission demonstrates what they are known for: products and service. Even in a highly competitive industry, their vision states that they will become the best car company in the country.
Company: Samsung
Vision: Inspire the world. Create the future.
Mission: Inspire the world with our innovative technologies, products and design that enrich people’s lives and contribute to social prosperity by creating a new future.
Why it is effective: Samsung has a mixed bag for its mission and vision statements. Their vision lies within the mission, where they clarify how they “inspire the world” and “create the future.”
Company: Wikimedia
Vision: Imagine a world in which every single human being can freely share in the sum of all knowledge. That’s our commitment.
Mission: To empower and engage people around the world to collect and develop educational content under a free license or in the public domain, and to disseminate it effectively and globally.
Why it is effective: Wikimedia’s mission motivates their team to move toward a common goal of empowerment and engagement. Their vision paints a future world where their company’s commitment makes a lasting impact.

Company: Ebay
Vision: Our vision for commerce is one that is enabled by people, powered by technology, and open to everyone.
Mission: To be the world’s favourite destination for discovering great value and unique selection.
Why it is effective: Ebay’s mission uses “destination” to show their virtual company as a real place people come to. An ongoing focus on people and technology get into the “why” of their vision.
Company: Cisco
Vision: Changing the way we work, live, play, and learn.
Mission: Shape the future of the Internet by creating unprecedented value and opportunity for our customers, employees, investors, and ecosystem partners.
Why it is effective: Cisco decided on a blended mission and vision statement. Language like “shape the future” is more vision-oriented, but the mission talks about the people they serve.
Company: Sony
Vision: Using our unlimited passion for technology, content and services to deliver ground breaking new excitement and entertainment, as only Sony can.
Mission: A company that inspires and fulfils your curiosity.
Why it is effective: Sony gives a customer-focused touch to their mission by using “your.” The “unlimited passion” and “ground breaking entertainment” messaging in their vision demonstrates innovation.
Company: Facebook
Vision: People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.
Mission: To give people the power to build community and bring the world closer together.
Why it is effective: Facebook’s mission is focused on the community their platform promises. Their vision talks about why community matters, interweaving how they will “bring the world closer together” from the mission.
Mission vs. Vision: Know who you are and where you’re going
The mission statement focuses on today and what we do, and the vision statement focuses on tomorrow and what we want to become. Both are important to a company’s survival.
Call it the essence, beating heart, or the defining characteristic — whatever one calls it, make sure that the company’s mission and vision are clearly defined and understood for the sake of company’s content and the company.
Get a content mission and a content vision statement down on paper. Share it with the team members. Then measure company’s future content efforts against the two. And although they are not slogans or taglines themselves, they should definitely help inform them and all company’s content.
Knowing who you are and where you’re going is the foundation of an organization’s success.
Miller and Den defined vision as the “category of intentions that are broad, all-inclusive and forward thinking”
The definition lays stress on the following:
Broad and all-inclusive intentions;
Vision is forward thinking process.
A few important aspects regarding vision are as follows:
It is more of a dream than articulated idea.
It is an aspiration of organization. Organization has to strive and exert to achieve it.
It is powerful motivator to action.
Vision articulates the position of an organization which it may attain in distant future.

Firm must develop Vision keeping in mind the three Qs; Quality, Quantity and Quick. Customers do not buy the best nor they reject the worst. They buy what gives them value. The 3Qs are the outcome of 3S and 2R. the three S; strategy, Structure and System must address to how customers value company’s products. Firm thus must understand the customer vision of quality while developing the product. Firm must look at the target market and quantity required to cater to the market efficiently while managing cost. Customers to day give minimum lead time. Firm must be quick in responding to customer’s time targets by eliminating unnecessary activities.

Firms vision towards the 2Rs, Resources in terms of money, material, machine and manpower will determine how customers value the firm. Firms vision in minimizing cost of capital, use of appropriate material, employment of machinery which generates surplus and value and the human resources will be key differentiators.
Firms vision about relationships with its suppliers, employees, trade and customer will be critical in dealing with dynamic market conditions.

Values that the firm sets out with will have to be complemented with the vision to create value for all the stake holder.

References:

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https://www.bluestarindia.com/about-us/our-company/history March 17, 2020 10.12 pm.
Lancelot Joseph; Staying relevant, Business India, July 16-29, 2018.
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Ingersoll, Gail L. EdD, RN, FAAN, FNAP; Witzel, Patricia A. MS, MBA, RN; Smith, Toni C. EdD, RN, FNAP (2005). Using Organizational Mission, Vision, and Values to Guide Professional Practice Model Development and Measurement of Nurse Performance, Volume 35 (issue 2), p 86-93.
ClearVoice: Difference Between Vision and Mission Statements: 25 Examples. Britt Skrabanek August 19, 2018.
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Miller A. and Den G. G. (1996). “Strategic Management” Mcgraw hill, New York.