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Discussion and Application Questions Essay

1. (a) The mission statement should be a clear, short, and to the point representation of the companies purpose for existence. It should incorporate socially meaningful and measurable criteria addressing concepts such as the moral/ethical position of the enterprise, public image, the target market, products/services, the geographic domain and expectations of growth and profitability.

The intent of the Mission Statement should be the first consideration for any employee who is evaluating a strategic decision. The statement can range from a very simple to a very complex set of ideas.

(b) Medtronic gives a strategic direction to its organization by committing to the research, design, manufacturing, and the sale of their product.

(c) My career mission statement: Obtain my degree to position myself for future advancement within the organization I work. Exceed expectations by persistence, professionalism, and integrity.

2.(a) Empire State competencies is providing adult education through individualizes degree programs, distance learning, and flexible independent studies. (b) My favorite restaurant competencies are customer service and a large variety of beer and soups. (c) Dell’s competencies are customer service and technology.

3.The main result of each of the three phases of the strategic marketing process. (a) Planning: Marketing plans (or programs) that define goals and the marketing mix strategies to achieve them. (b)Implementation: Results (memos or computer outputs) that describe the outcomes of implementing the plans. (c)Control: Corrective action memos, triggered by comparing results with plans, that (1) suggest solutions to problems and (2) take advantage of opportunities.

4. Select one strength, weakness, opportunity, and threat from the SWOT analysis for Ben and Jerry’s shown in Figure 2-6, and suggest a specific possible action that Unilever might take to exploit or address each one. Strength: Prestigious, well-known brand name among U.S. consumers and Unilever can expand its growth globally as is a market for quality ice cream. Weakness: Need for experience managers to help grow. Unilever is the world’s largest ice cream company and has the resources Ben and Jerry need.

Opportunity: Unilever can help Ben and Jerry react to the demand for frozen yogurt and other low-fat desserts by using their knowledge and experience.

Threat: Pillsbury and Haagen-Dazs brands are their competitor’s and Unilever being the largest ice cream company would help them increase their market share.


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