Transcript Lesson 5.3 - Mission Statement

Lesson 5.3 –
The Mission Statement
The Marketing Plan
LESSON 5.3
The Mission Statement
Many organizational marketing strategies are founded
on the basis of the mission statement content
1.
What business are we currently in?
2.
Who are our current customers?
3.
What is the scope of our market?
4.
How do we currently meet the needs of our
customers?
The Marketing Plan
LESSON 5.3
The Mission Statement
EFFECTIVE MISSION STATEMENTS

The mission statement should be
shared and supported by
organization’s employees

The mission statement should
explain why the organization exists
and what it hopes to achieve
The Marketing Plan
LESSON 5.3
Mission Statement:
EXAMPLE
International Olympic Committee
marketing commission
“Olympic marketing helps perpetuate the work of
the Olympic Movement, by providing resources,
programmes and financial support. All programmes
and actions of a partner should be designed to
enhance and protect the Olympic image and
Olympic values.”
The Marketing Plan
LESSON 5.3
Mission Statement:
Mission statement of the International
Skateboarding Federation
“The International Skateboarding Federation (ISF)
is formally organized and incorporated as
Skateboarding’s International Federation and World
Governing Body. The ISF has been established to
provide direction and governance for the sport of
skateboarding worldwide; The ISF’s goals include
but are not limited to:
* To make skateboarding available to everyone in
the world who wishes to participate.
The Marketing Plan
LESSON 5.3
Mission Statement:
Mission statement of the International
Skateboarding Federation
* To guarantee skateboarding continues to provide the
freedom of self-expression and creativity,
* To promote and support the sport of skateboarding
in order to guarantee its future,
* To continue to maintain the integrity and
authenticity of skateboarding as a sport, a passion and
a lifestyle,
* and to apply these rules of governance in a fair and
equitable way, and to do so through the leadership
and expertise of the skateboarding family world-wide”
The Marketing Plan
LESSON 5.3
Mission Statement:
Lance Armstrong Foundation
“The Lance Armstrong Foundation (LAF) inspires
and empowers people affected by cancer. We help
people with cancer focus on living; we believe
that unity is strength, knowledge is power and
attitude is everything. From the moment of
diagnosis, the LAF provides the practical
information and tools people with cancer need to
live life on their own terms.”
LESSON 5.3 REVIEW (ANSWERS)
The Marketing
Plan
1)Successfully compose a mission statement
The mission statement should address the
following questions:

What business are we currently in?

Who are our current customers?

What is the scope of our market?

How do we currently meet the needs of
our customers?