Transcript Chapter 5 - Sam Houston State University

Chapter
5
Marketing Strategy
Chapter 5
Mission, Goals, and Objectives
Chapter
5
The Mission Statement
• The mission statement is a clear and concise
statement that explains the organization's reason for
being.
– All firms, no matter how large or small, need public
mission statements.
– Mission statements can be accompanied by shorter vision
or value statements that elaborate on what the firm
stands for.
– The mission statement should be the most critical and
comprehensive statement of an organization's raison
d'être.
– In line with the marketing concept, mission statements
should be consumer-oriented.
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Elements of the Mission Statement
1) Who are we?
2) Who are our customers and what do they value?
3) What does our organization stand for?
4) What makes our organization unique?
5) What impressions does this organization want key
publics (i.e., customers, employees, citizens,
regulatory agencies) to have of us?
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Mission Width and Stability
• In devising a mission statement, management should be concerned about
the statement's width.
– If the statement is too broad, it will be meaningless to those who read and
build on it.
– Overly narrow mission statements that constrain the vision of the firm can
prove just as costly.
• Mission stability refers to the frequency of modifications in an
organization's mission statement.
– Of all the pieces of the strategic plan, the mission should change least
frequently and will likely remain constant through multiple rounds of strategic
planning.
– The mission should change only when it is no longer in sync with the firm's
capabilities, when competitors drive the firm from certain markets, when new
technology changes the way consumer benefits are delivered, or when the firm
identifies a new opportunity that matches its strengths and expertise.
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Sam Houston State University’s
Institutional Mission Statement
Sam Houston State University is a multicultural institution whose
mission is to provide excellence by continually improving quality
education, scholarship, and service to its students and to
appropriate regional, state, national, and international
constituencies.
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Mission Statement Of COBA
The mission of the College of Business Administration is to support Sam
Houston State University's mission by providing students with the education
experience in the field of business necessary to become productive citizens, to
develop successful business related careers, and to provide interested students
with the background necessary to pursue advanced studies in the field of
business and related fields. The educational experience at the undergraduate
and master's levels is designed to provide students with the intellectual
flexibility to be successful in a dynamic business environment.
The highest priority of the College of Business Administration is teaching,
primarily at the undergraduate level. In addition, the college encourages
faculty professional development, scholarly productivity, and service to benefit
all stakeholders: students, alumni, donors, regional businesses, and the State of
Texas. To continuously improve the quality of our programs, the College
supports a system which allows input from our major stakeholders.
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Marketing Goals And Objectives
• Goals are general accomplishments that are desired.
• Objectives provide specific, quantitative
benchmarks that can be used to gauge progress
toward the achievement of the marketing goals.
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Developing Goals
• Goals are expressed in vague terms and do not contain
specific information about where the organization stands
now or where it hopes to be in the future.
• Goals are sometimes referred to as qualitative objectives.
• Goals indicate the direction the firm is attempting to move
and the set of priorities it will use in evaluating alternatives
and making decisions.
• It is important that all functional areas of the organization be
considered in the goal-setting process.
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Criteria for Good Marketing Goals
1) Good marketing goals are ATTAINABLE given the unique
characteristics of the organization and its environment.
2) Good marketing goals are CONSISTENT with one another,
with the goals of other functional areas, and with the goals of
the entire organization.
3) Good marketing goals are COMPREHENSIVE in that they
mesh with the goals of all areas of the organization, thereby
promoting cooperation and coordination with other areas.
4) Good marketing goals involve some degree of UNCERTAINTY
in that they use vague terms such as “largest” or “best” to
indicate comparison with other organizations.
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Sam Houston State University Goals
• Promote students’ intellectual, social, and leadership growth.
• Recruit and retain qualified, dedicated faculty and support staff.
• Recruit and retain qualified, motivated students.
• Provide the necessary library and other facilities to support quality
instruction, research, and public service.
• Provide an educational environment that encourages systematic inquiry
and research.
• Promote and support diversity and provide for equitable opportunities
for minorities.
• Offer a wide range of academic studies in preprofessional, baccalaureate,
master’s, and doctoral programs.
• Collaborate with other universities, institutions, and constituencies.
• Provide instructional research and public service through distance
learning and technology.
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Developing Objectives
• Objectives provide specific and quantitative benchmarks that
can be used to gauge progress toward the achievement of the
marketing goals.
• Goals without objectives are essentially meaningless because
progress is impossible to measure.
• Objectives involve measurable, quantitative outcomes, with
specific assigned responsibility for their accomplishment,
and a definite time period for their attainment.
• In some cases, a particular goal may require several
objectives to monitor its progress.
• The organization's goal will usually require the
establishment of objectives in various functional areas of the
firm.
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Criteria for Good Marketing Objectives
1) Good marketing objectives are ATTAINABLE given the unique
characteristics of the organization, its environment, and the
specific considerations identified during the SWOT analysis.
2) Good marketing objectives possess CONTINUITY in that they
promote higher levels of performance as compared to the
objectives of previous planning periods. Marketing objectives
can be either continuous or discontinuous.
3) Good marketing objectives incorporate a TIME FRAME for
their achievement.
4) Good marketing objectives include an ASSIGNMENT OF
RESPONSIBILITY in that they identify the person, people,
function, or unit responsible for achieving the objective.
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Moving from Goals to Objectives & Beyond
• Marketing goals and objectives identify the desired ends,
both general and specific, that an organization hopes to
achieve during the planning period.
• Properly set goals and objectives set in motion a chain of
decisions and serve as a catalyst for the subsequent stages
in the strategic-planning process.
• Organizational goals and objectives should lead to the
establishment of consistent goals and objectives for each
functional area of the firm, including marketing.