Business mission

Business mission

A strategic marketing plan starts with a clearly defined business mission. Mintzberg defines a mission as follows:

“A mission describes the organization’s basic function in society, in terms of the products and services it produces for its customers”.

A clear business mission should have each of the following elements:

· A Purpose

· A Strategy and Strategic Scope

· Policies and Standards of Behavior

· Values and Culture

· Mission and Vision of Samsung Electronics

· Mission of Lands’ End

Example:

Mission of Coca-Cola

Coca-Cola’s mission is to maximize shareholder value over time. It creates value by a strategy guided by six beliefs:

1. Consumer demand drives everything it does.

2. Brand Coca-Cola is the core of its business

3. It will serve consumers a broad selection of nonalcoholic ready-to-drink beverages

4. It will do excellent job marketing

5. It will think and act locally

6. It will lead as a model corporate citizen.