Essay Title: 

Marketing Process – Mission Statement

March 24, 2016 | Author: | Posted in law, legal issues

marketing process – mission statement

2006 Marketing Process : Mission Statement

I . Introduction

In today ‘s intense competition in business , a company needs to create products and target a market creatively . In this situation , the corporation defines its strategic direction that consists of corporate strategy , mission statement , and SWOT analysis to find out the potential of the company , and internationalization strategy in to explore the company ‘s ability to expand its market

Johnson G . and Scholes K (1999 ) in Exploring Corporate Strategy , says that corporate strategy is concerned with the overall purpose [banner_entry_middle]

and scope of the organization to meet the expectations of owners or major stakeholders

The above statement implies that successful companies are those having right directions and run towards them . Concerning this issue , as a major computer manufacturer , we realize the need to define our strategic direction in the form of mission statement . Prior to the creation of company ‘s mission statement , we will pore over others in to give insight for the creation of out own statement

There are three mission statements from three companies in different industry that we examine they are Dell , our competitors in computer industry , Michelin , and AOL Time Warner . We investigate the three companies ‘ statements since they are now well-positioned in their respective market so it drives us what back up them

II . Mission Statements

Mission statement is the statement that explains what action a company will do in to achieve the company ‘s goals and mission . Considering the nature of a mission statement , therefore , a mission statement should be clear and concise and should avoid being verbose since it might lead to different implementation . However , the mission statement should clearly describe what will be done , by whom , for whom , and why (Answers Corporation , 2006

The first company to be examined is Dell Inc , it is a company that employs more than 63 ,700 team employees worldwide and in the last quarter of 2004 , corporate revenues In my assessment , the incredible performance , despite recent bad news on Dell ‘s laptop batteries problems , is the results of their clear direction as stated in their mission statement the most successful computer company in the world at delivering the best customer experience in markets they serve (Dell , 2005a

However , based on the definition of a company ‘s mission statement , what Dell says about its mission statement , in general , lacks of the sentence determining why the mission needs to be done . In addition , some of Dell ‘s market-oriented mission statement is also short of the about who does the action whether top managements or all employees of Dell . However , the statement emphasis on one thing : to customers

Similarly , in the official website of Michelin , the company ‘s mission is to make a sustainable contribution to progress in the mobility of goods and people by constantly enhancing freedom of movement , safety efficiency and pleasure when on the move (Michelin , 2006

Like the Dell ‘s mission statement , Michelin ‘s statement also lacks of the explanation… [banner_entry_footer]

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