{"id":875,"date":"2015-09-20T20:20:45","date_gmt":"2015-09-20T20:20:45","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&p=875"},"modified":"2016-02-18T17:12:42","modified_gmt":"2016-02-18T17:12:42","slug":"reading-the-mission-statement-guides-strategy","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/chapter\/reading-the-mission-statement-guides-strategy\/","title":{"raw":"Reading: The Mission Statement","rendered":"Reading: The Mission Statement"},"content":{"raw":"

A Mission Statement Explains Why an Organization Exists<\/h2>\r\n\"The<\/a>\r\n\r\nThe mission statement guides the corporate strategy, which, in turn, guides the marketing strategy and planning. All marketing activities should relate to and support the company's mission.\u00a0<\/span>\r\n\r\nIn the marketing planning process diagram at the right, the planning begins with the mission statement. The mission statement doesn't change. The strategy and tactics might\u00a0shift\u2014and, indeed, after an implementation and evaluation process, they often do\u2014but the company's mission remains fixed. For instance, if a\u00a0company discovered that its product design were\u00a0creating new opportunities in an adjacent market, that might spur development of\u00a0a new corporate-level strategy to expand into the new market, but it wouldn't change the fundamental mission of the company.\r\n

Google's Mission Statement<\/h2>\r\n
Google's mission is to organize the world's information and make it universally accessible and useful.[footnote]http:\/\/www.google.com\/about\/company\/[\/footnote]<\/blockquote>\r\nThe mission statement is clear and direct, and\u00a0it gives\u00a0the company enormous\u00a0opportunity to make an impact.\r\n\r\nHow does Google's mission statement drive the company's strategies? Let's look at it from several different angles.\r\n

Google's Target Market<\/h3>\r\n\"Google<\/a>\r\n\r\nGoogle's target market is the world. For most companies that\u00a0would seem overly ambitious, right? In effect, the company has chosen not to target and not to segment. Why\u00a0does such a decision\u00a0make sense for Google? The company's mission demands a comprehensive,\u00a0global focus, and therefore so does its targeting.\r\n

Google's Strategy<\/h3>\r\nGoogle has defined a set of strategies that support its mission, one of which is the product strategy. There are two core components of Google's product strategy: its search engine and the advertising platform that is fed by\u00a0the search engine. Both of these products are not only designed to serve the world but they become more and more powerful as they gain users.\u00a0If Google were to narrow its focus to a\u00a0segment\u00a0of Internet users, it would hamper\u00a0the company's ability to achieve its mission\u2014and, at the same time, make Google less successful and profitable.\r\n

Google's Tactics<\/h3>\r\nGoogle uses a range of tactics to execute its strategy. One tactic is to create promotional videos, such as the one below, that convey the power of Google's\u00a0mission and align the mission\u00a0with the specific benefits of the Google\u00a0search engine.\r\n\r\nhttps:\/\/youtu.be\/DVwHCGAr_OE\r\n\r\nThrough the course of the ad, Google suggests that its search engine connects us to\r\n