Levi’s mission statement is, "To sustain responsible commercial success as a global marketing company of branded apparel." We must balance goals of superior profitability and return on investment, leadership market positions, and superior products and services.
We will conduct our business ethically and demonstrate leadership in satisfying our responsibilities to our communities and to society. Our work environment will be safe and productive and characterised by fair treatment, teamwork, open communications, personal accountability, and opportunities for growth and development.
This corporate mission evidently shows what the company portrays as what it strategically does to be the industry leader worldwide. The following are the main characteristics of Levi’s mission statement:
Global success
Product excellence
People empowerment
The first component of the corporate mission statement is the core of the company’s
desire to attain superior profitability and high rates of return on investments, resulting in Levi’s being the leader in the branded apparel industry. This best describes the company’s products as being "the most creative, innovative, and profitable." Levi’s & Co. implies leadership through its products.
The second component of Levi’s statement specifies the target market, which in this case involves the satisfaction of the community and society as a whole in the purchase and use of their product, which is done with high ethical conduct and social responsibility, which motivates customers and gets their trust and loyalty.
The third component of the corporate mission states that Levi’s will be able to fulfil its corporate mission by attracting sufficient talent in safe and productive work environments characterised by good human resource administration, such as fair treatment, teamwork, open communications, personal accountability, and opportunities for growth and development.
Levi’s corporate mission statement and corporate vision statement reflect its leadership and success in the branded apparel industry and related industries.
Levi’s mission and vision statement contribute to the company’s status as one of the largest apparel manufacturing brands in the world. This success is attributed to its strict business ethics, innovation, and designs that support the brand, which are two of the major business strengths identified in the SWOT Analysis of Levi’s.
The company’s corporate mission and vision statement motivates the employees to support and contribute to the organisational direction of balancing goals for superior profitability and return on investment and reaching the corporate vision. For example, the company emphasises that target customers must be given superior products that, in effect, satisfy their needs, which results in product loyalty.
In this regard, the company’s vision statement represents the company’s efforts to address business opportunities in the branded apparel industry.
Vision Statement
Levi’s vision statement is, "We are the embodiment of the energy and events of our times, inspiring people with a pioneering spirit." This vision statement depicts Levi’s Co.’s developmental path as the company maintains its position as one of the leaders in the branded apparel industry in the world. The following are the main components of Levi’s vision statement:
Energy embodiment
Events
Inspiration
The first component of the corporate vision statement partly defines Levi Strauss & Co.
Co.’s description of the future of the company as the building block on the foundation they inherited
The second component of Levi’s vision statement shows their affirmation of the company’s tradition, closing gaps that may exist between principles and practises, and updating some of their values to reflect contemporary circumstances.
The third component upholds the commitment to offering products that are right for every generation and to seeking to reflect on the voices of the communities where they have a business presence.
Core Values
Levi’s core values comprise "innovation, sustainability, progress, originality, integrity, courage, empathy, creativity, and hard work." This is reflective of Levi’s long-standing tradition of community involvement and employee volunteerism that continues to this day and has the following main factors:
Innovation
Sustainability
Progress
Originality
Integrity
Courage
Empathy
Creativity
Hard work
The first component provides that Levi’s started the tradition of being an apparel innovator and still upholds the commitment of offering products that are right for every generation.
The second component is that the company has survived for the past 165 years because they believed that profits came from principles, and everything that they do is built on the founding principles and values of Levi Strauss & Co.
The third component is evidently manifested in the continuing global expansion of the business through new Levi’s locations worldwide.
The fourth component shows how the company has shown its adjustment to new trends in society by acquiring more companies, creating more brands, and applying traditional brands to different kinds of apparel.
In the fifth component, it has shown its high moral standards by having a quality of honesty incorporated with strong moral principles. In the process of moving on to higher levels of business progress, the sixth component shows how Levi’s has faced business challenges and has overcome them by hiring top talent for its corporate offices.
The seventh component indicates strategic efforts that include Levi’s corporate social responsibility for improving people’s lives and contributing to social prosperity with a genuine concern for people and a recognition of the people that make the business successful.
The eighth component is based on the company’s ability to provide the technology in branded apparel that is fit for the clothing needs of the customer.
The ninth component is the assurance that Levi’s does its best to achieve its financial goals through diligence and strategies that are manifested by good management practises.
Therefore, Levi’s Co.‘s corporate values show how the company wants to achieve its mission and vision with good ethical and moral standards.
References
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King, D. L., Case, C. J., & Premo, K.M. (2014). "Does Company size affect mission statement
content?". Academy of Strategic Management Journal, 13(1), p. 21.
Kirkpatrick, S. (2016) Build a Better Vision Statement: Extending Research With Practical
Advice, Rowman & Littlefield
Levi’s Mission, Vision, and Values Statement
Pace, S. (2017). Shaping Corporate Brands: From Product Features to Corporate Mission
International Studies of Management and Organisation, 47(2), 197–2015.
Salem, K.A. (2012) Mission, Purpose, and Ambition: Redefining the Mission Statement Journal
of Strategy and Management, 5(3), pp. 236-251.
Slack, F.J., Orife, J. N., & Anderson, F.P. (2010). Effects of Commitment to Corporate Vision on
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