Instructor: Lou Villalba| Badm 204- 03 | October 6, 2015
Instructor: Lou Villalba| Badm 204- 03 | October 6, 2015

Vision, Mission and Goals of Loblaw Companies Limited’s
Jingjing Li (100090702) Assignment #1
Vision, Mission and Goals of Loblaw Companies Limited’s
Jingjing Li (100090702) Assignment #1

Introduction Loblaw Companies Limited is the largest food retailer in Canada, with over 1400 supermarkets operating under. The purpose of this report is to analyze Loblaw’s Vision, Mission, and goals, and to verify whether these statements could meet the criteria identified in the textbook. Brief recommendations are provided if any of the statements don’t meet the criteria.
Vision Statement
The company’s vision has three core themes: “Simplify, Innovate and Grow”
(Loblaw Companies Limited, 2007 Annual report) | | Effective elements | * Memorable * Flexible * Forward- looking: Brings change and hope for the future * Graphic: Shapes the company’s strategy | Shortcomings | * Short * The language is overly broad * Not focused enough * Lack explanation about business sense |

Comment and Recommendation: Loblaw’s vision statement of “Simplify, Innovate and Grow” has both strength and weakness. On the strength side, firstly the language used for the vision statement is flexible and memorable. The vision can be easily communicated. Also, it leaves room for the vision to be adjusted for different audiences. Secondly, the vision is graphic and forward-looking. It brings change, hope and a clear picture of the company’s strategy for the future. On the other hand, this vision statement also has some weakness.