Overview: For this milestone, you will develop the organizational mission statement for the company for which you are writing a marketing plan. The mission statement is “based on a careful analysis of benefits sought by present and potential customers and of existing and anticipated environmental conditions” (Marketing, by Charles Lamb, Joe Hair, & Carl McDaniel). A firm’s long-term vision is embodied in its mission statement, which establishes boundaries for all of the firm’s subsequent decisions, objectives, and strategies (Lamb et al., 2005). A critical feature of a mission statement is that it “should focus on the market or markets the organization is attempting to serve rather than on the good or service offered” (Lamb et al., 2005). This milestone is due in Module Two. For example, here is the mission statement for PepsiCo Inc.: Our mission is to be the world’s premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. Note how the PepsiCo mission statement answers the question, “What business are we in and where are we going?” In addition, it focuses on the market(s) rather than the good or service it sells. Your task is to develop a guiding mission statement for the organization in your marketing plan by following these guidelines. Guidelines for Submission: Your paper must be submitted as a two- to three-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and APA formatting.
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Overview: For this milestone, you will develop the SWOT analysis for your company. The SWOT analysis is written in narrative form, with bulleted items for each of the strengths, weaknesses, opportunities, and threats. Each bullet should not exceed two lines. This milestone is due in Module Three. The SWOT analysis demonstrates a clear understanding of these specifics: STRENGTHS that you bring to the market and that make you a formidable competitor WEAKNESSES that you know that you need to address, as your competition is aware of these (or may become aware) and will likely exploit these. Your WEAKNESSES should be addressed as soon as possible OPPORTUNITIES that allow you to capitalize on your STRENGTHS. Where might you grow your business and revenues? THREATS in the macro environment. These include those aspects that you cannot control, but they are there—the economy, the competition, the political/legal environment You might also consider the past history of the industry or business environment in which you plan to bring your product or service. Ensure that your SWOT is candid, factual, and nonfiction. You want to demonstrate your realistic assessment of that which you have going for you and not going for you. The SWOT section of your marketing plan should be approximately four pages in length. Guidelines for Submission: This assignment must follow these formatting guidelines: Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and APA formatting. Page length requirements: Approximately four pages. Instructor Feedback: This activity uses an integrated rubric in Blackboard. Students can view instructor feedback in the Grade Center.
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