InVision Technologies' mission, vision, and competitive positioning strategy

InVision

Company's Mission, Vision, Values

When the company was first founded InVision's mission was to adapt urbane medical Computed Tomography technology to the detection of explosives. This mission was accomplished in 1994. Since this time the company mission has embraced the concept of creating products that incorporate the use of quantum mechanics. The company has used quantum mechanics to develop products that can detect drugs, explosives and weapons. The company's overall mission is to develop products that make people safer not only at airports but also in public buildings and at large events.

A vision is defined as the process of conceiving something. Vision is essential to the success of any business. According to InVision's corporate website the company's vision is to, "position itself to help other government agencies and concerned organizations expand their security infrastructure to prevent terrorism directed at government buildings, border crossings, public areas, sports arenas, post offices and schools. Through its diverse technology portfolio and proven development track record, InVision is advancing threat detection and CT technology and, in the process, making the world safer." (Company overview)

Invision's values ensure that the products that it creates are of the highest quality and utilize the best technology available. The company also aims to be a top innovator of new technologies that protect the general public.

Invision's values also determine the type of employees that it chooses to hire. The company only employs individuals that have the appropriate skill sets and the appropriate amount of experience. In addition, the company wants its' clients to be satisfied and customer satisfaction is the companies main priority.

Identify the generic/brand strategies being used by the company

Invision utilizes a generic strategy of differentiation to promote products. This simply means that the company has developed a product that has a unique value and is perceived to better than the product offered by the competition. The differentiation strategy allows the company to offer the product at a premium price. According to Porters Generic Strategies any company that utilizes a generic strategy of differentiation has four internal strengths. These strengths include; "access to exceptional scientific research, highly skilled product development team, corporate reputation for quality and innovation and a strong sales team." (Porters Generic Strategies) These internal strengths are essential to the maintenance of a differentiation strategy. Although there are many strengths associated with the use of differentiation but there are also several risks associated with the implementation of such a strategy. These risks include competitor imitation, variations in customer taste, and competition from those that implement a focus strategy. (Porters Generic Strategies)

The company's brand strategy is to create and maintain products that perform a specific task. The customer utilizes customer relationship management to develop relationships with clients and to create brand loyalty. (Ramsey) InVision also aims to create brand recognition through comprehensive marketing strategies and through the utilization of a well equipped sales team.

The company wants to ensure that the product that it creates is in line with the needs of the consumer.