company analysis
Strategic Management Tool Two
MGT 4810
Dr. Amye Melton
Mission & Marketing Orientation
The effectiveness of a well-crafted mission statement cannot be overlooked, yielding advantages such as providing a guideline for strategic as well as day-to-day operations, maintaining a focus on the desired objectives and direction of the firm, and ensuring that available resources are deployed effectively.
Tool Two
Step One
Examine each component of the subject organization’s mission statement with regard to clarity and completeness.
Principle components of mission statement rated on a 5-point scale
Chapter 2 of your text has 9 characteristics for a good mission statement. Rank your organization’s mission statement for each of these characteristics. The ranking is one a scale of 1 to 5, with 5 being the best.
A brief statement as to why the component is identified as a strength or weakness should accompany the rating for each component.
To go above and beyond, you can provide a revised mission statement for your organization.
Key Points in Step One, Tool Two
Product Scope – “what business are we in and in what markets do we compete or want to compete?”
Market Scope – defines the target customer
Unique competencies – how the organization expects to win in the marketplace (sustainable competitive advantage)
Tool Two -- Sample
Tool Two -- Sample