VMG Analysis

a. Vision

“The singular vision that guides Filinvest in all its development efforts is its
commitment to building the Filipino dream. Whatever a Filipino family’s dream may be,
Filinvest can build it. From a first home, a lasting legacy, to a desired lifestyle, the
company caters to the need of every Filipino, whoever he may be.
FILINVEST. We build the Filipino dream.”

Criteria Yes/No Evaluation

Focused Concept Yes They adhere to a main concept: catering the
needs (i.e home, lifestyle) of ever filipino and
making their dreams come true by “building”
it.
Plausible Chance of No Catering the needs of EVERY Filipino seems
Success difficult to achieve. Adhering to this means
accommodating, in the 13th most populous
country globally, millions of families.
Notable purpose Yes A notable purpose of the Filinvest’s vision is
their phrase of “building the Filipino dream”.
They emphasized that they provide their
services for the benefit of the Filipinos. They
actually use this phrase as their tagline.
b. Mission

“The primary responsibility of Filinvest Land is to the people that inhabit the cities,
communities, and homes it has created. Filinvest will continually contribute to the
economic development of society and will function as a good corporate citizen.

Criteria Yes/No Evaluation

Customers Yes The statement mentioned the company’s
customers: the people thet inhabit the
cities, communities and homes it has
created. But it could be improved if it has
included “Filipino” people, since it is their
concept, even included in their tagline. (i.e.
“building the Filipino dream”)
Products/Services Yes It mention that they create homes,
communities and cities that people
inhabits.
Markets No The company did not mention the specific
area where the firm competes. Since the
coampany claims that they build the
Filipino dream, it is suggested to include
the Philippines as their market.
Technology No They haven’t included the technology and
research they use for their services.
Concern for survival, Yes Their concern for growth and survival was
growth, and profitability implied as they stated that they will
continually contribute to the economic
 development of society, the society where
their survival and growth depends.
Philosophy Yes The mission statement mentioned their
goal and philosophy of continued
contribution to economic development of
society and to function as a good
corporate citizen.
Self-concept No It mentioned their quality products for
affordable prices, but these are promised
by almost all companies. It failed to
showcase their competitive advantage
over others.
Concern for public image Yes This was clear at the statement: “ will
continually contribute to the economic
development of society and to function as
a good corporate citizen.
Concern for employees No It mentioned the leadership style, but
wasn’t about how they treat their
employees and doesn’t show their concern
for employees.

c. Goals/Objectives

Filinvest shall provide its customers with universally competitive products that are
valued not only for quality but in terms of affordability for all income levels. Only through
research and development, innovation, and the use of appropriate technology can high
quality services be provided.

Affordable housing shall always be a high priority in company endeavors. Coupled with
safeguarding and maximum utilization of company assets, this long-term view (one of
holding permanent the strategic health of Filinvest) should lead to better and sounder
returns for stockholders.

The continuous pursuit of this mission can only result in industry leadership .”

It was aligned with the vision and mission of the company for the following reasons:
● The vision mentioned about “it’s commitment the building the filipino dream”,
coincides with the goal of providing customers with universally competitive
products that are valued in quality and affordability.
● The company’s mission to continually contribute to the economic development of
society and to function as a good corporate citizen may be achieved in the
objective of providing universally competitive products at affordable price ranges
for all income levels.