(MGM MIRAGE) Background of the company, Corporate vision.mission and corporate goals

1.BACKGROUND DESCRIPTION OF MGM MIRAGE

MGM Mirage is a company based in Paradise, Nevada, USA; and the owner of 16 hotels (resorts) and casinos all around the world, including countries like: Macau China, United Arab Emirates, and of course USA itself, in states like Las Vegas, Nevada, Mississippi, Illinois, Michigan and New Jersey, Company Overview (2010).

MGM Mirage develops their hotels and casinos according to different themes.  More popular hotels and casinos by MGM Mirage include (pictures shown on cover page):  The Bellagio (Italian theme), Mandalay Bay (Southeast Asian theme), The Mirage (French Polynesia theme), MGM Grand Detroit (Art Deco theme) and Luxor Las Vegas (Ancient Thebes theme), Who In The World Are We, (2010).
Apart from having nicely decorated guest rooms and casinos, there are also many facilities/amenities for dining, nightlife, entertainment, corporate, sporting, relaxation and shopping activities. These include: restaurants, pubs, theatres, conference/event halls, exhibition centers, golf courses, swimming pools, hot tubs, spa outlets and retail outlets, December, (2009).

As a whole, the hotels and casinos usually operate 24 hours. However, some facilities may have specific opening hours, (e.g. swimming pools, which open from 9am until 5pm), Amenities|Pool, (2010).
MGM Mirage is home of over 66,000 employees who assist in providing both conventional services (housekeeping and concierge etc) and augmented services (hosting etc), Our Mission, (2010). Customers will get to experience the amplified service provided by MGM Mirage; whereby hosts will be engaged to help customers to arrange for everything including dinner reservations, spa appointments or securing tickets for an upcoming concert or sporting event, Meet Your Host, The VIP Treatment, (2010).

2. MISSION, VISION AND GOALS OF MGM MIRAGE
As according to Forest (2003), a mission statement should be inspiring statements that can distinguish one company from other similar companies and should answer the question of “What Business Are We In”. The statement should also include nine components: target market, product/services offerings, geographical markets, technology used to produce or market products, concern for survival/growth/profits, philosophy, contribution to communities, importance of employees and distinctive competence, Forest (2003).
The mission of MGM Mirage is as follows, Mission Statement (2010):
“Our mission is to deliver our winning combination of quality entertainment, luxurious facilities and exceptional customer service to every corner of the world in order to enhance shareholder value and to sustain employee, customer and community relationships”.

The mission statement has roughly covered about five essential components. Improvements to the mission statement need to be made; whereby certain missing components such as: target market (middle/high income), technology used to produce or market products (excellent construction technology – ensures building safety), philosophy (values/beliefs/ethics) and distinctive competence (how is MGM superior to other companies), should be filled in and more strongly emphasized on.

Vision and goals are future oriented and they create credible and attractive future for an organization. Additionally, they can also have an empowering effect on everyone involved, creating better communication within the organization, Kelly, (1999).

MGM Mirage’s vision and goals are extremely muddy and scattered all over. But, basically, they have definite and distinct future orientated plans necessary to succeed.

The company believes that: before being able to reach the goals and become the first and best, everyone involved in the company should be united through diversity. It is necessary for everyone to accept accountability (responsibility) and to acknowledge and value the contributions of all, Diversity Mission Statement, (2010).

With the aim of further stimulating sales, profit and growth in the near future; constant efforts have been put into actively expanding their presence globally. With the correct mindset of allowing for potential developments in a number of domestic (USA) and international markets, it will not only lead to increased sales, profit and growth, but also vast opportunities for new market entries, Who In The World Are We, (2010).

MGM Mirage has distinctively positioned itself in the hotel/casino market. As mentioned earlier, their properties are certainly some of the most popular in the world. Employees are constantly spurred on to provide consistency in the winning combination of quality entertainment, luxurious facilities and exceptional customer service, Who In The World Are We, (2010).

Efforts have been constantly undertaken by MGM Mirage in order to reach the goals of being ethically or socially responsible. Philanthropy projects such as: MGM Mirage Voice Foundation, Employee Volunteer Program and Corporate Charitable Giving Programs have been actively implemented throughout the history of the MGM Mirage and will continue to expand as the company progresses, MGM Mirage Philanthropy Program, (2010).