The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunity. It relies on developing a clear company mission. Supporting objective, a sound business portfolio and coordinated functional strategies.
Definition Of The Company Mission
Mission Statement is a statement of the organization's purpose-what it wanted to accomplish in the larger environment. Mission statement should be Market Oriented. Mission should be realistic, specific and should fit the Market Environment. Organisation should base its mission on its distinctive competencies. Mission statement should be motivating.
Setting Company Objective And Goals
Mission need to be turned into detailed supporting objective for each level of management. Manager should have objectives and be responsible for reaching them. Mission leads to a hierarchy of objectives, including business objective and marketing objective. Goals than become the company's current objective.
