The ‘Care For Dogs Company’ (CFD) is a very profitable organization which was established in 1998. CFD offers accommodation, care and supervision for pet dogs owned by inhabitants of Barkland.

CFD provides temporary accommodation for dogs whose owners are unable to care for them due to holidays, work commitments, illness etc. As part of the service offered to dog owners, CFD collects and returns dogs at the beginning and end of all dog stays.

When CFD was formed, the directors created a mission statement which was ‘to provide very high value for money to all of our clients’.

The directors have always attempted to manage CFD in a socially responsible manner. Indeed, they are now considering the creation of a ‘Dog Sanctuary’ for homeless dogs which would involve an allocation of 20 per cent of the total accommodation available for dogs to the Dog Sanctuary. The Dog Sanctuary would accommodate homeless dogs until such time as a new owner was found for them.

CFD would not receive any revenue whatsoever in respect of any homeless dog.

Required:

(a) (i) Discuss the purpose, potential benefits and potential problems of mission statements; 

(ii) Advise the directors of CFD regarding the appropriateness of its mission statement.

(b) Explain the term ‘critical success factor’ and discuss THREE critical success factors for CFD clearly highlighting a key performance indicator for each critical success factor. 

(c) Excluding the number of complaints by clients, identify and briefly explain THREE quantitative non-financial performance measures that could be used to assess the ‘quality of service’ provided by CFD.