Using same company, each student must answer the following questions.

Identify your business mission statement.

Discuss your firm's objectives. Critique the objectives.

Strategic Planning for Competitive Advantage

Business Mission Statement:

The foundation of any marketing plan

What business are we in?

Criteria:

Short

Not too narrow

Not too broad

Memorable

Inspiring

How to write a great mission statement.

Strategic Planning for Competitive Advantage

Exam les of Business Mission Statements

Guess Who?

... is committed to providing a distinctive education that emphasizes on academic excellence, a liberal education base, academic programs designed to ensure student success, and use of continual advances in information technology.

... is to inspire and nurture the human spirit - one person, one cup, and one

Neighborhood at a time.

... is to organize the world's information and make it universally accessible and 12

... is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.

Strategic Planning for Competitive Advantage

Setting Marketing Plan Objectives:

? Criteria for good stated objectives:

1- Realistic

2- Measurable

3- Time specific

4- Ben mark