Every organization whether it is small or a conglomeration of several business units needs a comprehensive plan to benefit in the long run and to extract the desired revenue. Implementing a well-thought marketing strategy aligned to the business goals is effective in carrying out the business operations in an organized manner.
A productive marketing strategy has many facets and considers a gamut of tasks like refurbishing and streamlining a social media account, sending mailers and series of advertisements in the local print and electronic media aiming to promote a brand and create brand awareness. A robust marketing plan is in tune with the structure and functioning of the organization. This is a neatly carved road map that addresses the need of the target audience.
Mission and Vision Statements are the Focal Points of the Marketing Strategy
The vision and mission of an organization are the sources of the marketing strategy. It is the origin from where the strategy is born and subsequently makes its place in the successful development of an organization. Both the terms are synonymous to one another having a thin line of difference. While a vision is the larger picture that you seek the mission is something that you achieve. A vision is a textual representation of the organization’s larger perspective of its future with a motivating tone. It steers the functioning of an organization towards the right direction setting the aim and describing what the business is striving for. The vision is essential to pep up the internal and external customers of an organization.
The mission answers the various questions about the existence of the business, the various products of the business, its customers and their requirements and what value are they adding them to the society at large. Successful management clearly set their mission statement that can be easily comprehended by the mass. A well-crafted and clearly stated mission statement offers guidance for the employees within the organization. The mission statement can be succinct and confined; however, it should not miss on the crucial pointers. It should clearly describe the market orientation of the business. It should express the procedure of operations that satisfies their customer needs. These testimonials should be consequential yet rational and inspiring accentuating the strength of the company in the workplace. Profits will instinctively follow with a customer oriented mission statement. For instance, a food and beverage manufacturer can write their customer-focused mission statement as “we give a healthy life and better nourishment to the people around the world”.
Successful Missions are Measured by Goals Impacting Strategy
How well you accomplish your mission is measured by the goals. Equilibrium is reached to design a steady and logical obtainable pattern that takes into its ambit innovation, performance, internal processes and finally customer satisfaction. Some of the familiar goals of every workplace are as follows:
- Profit making: The primary goal of every business is to reap profit and make its investments count. Maximization of the profit in the long run, is the aim.
- Share in the market: This is the ratio of the sales revenue to the total sales revenue of the organization. This helps in creating a niche of the company in the market and enhancing the reputation.
- Unit sales and Sales revenue generation:If the company is on profit generation then sales can be a vital goal. However, if the economy is hit by inflation then it will be wise to consider the unit sales.
- Employee well-being: Looking after the employees and infusing a good working environment is an essential goal to keep operations going.
- Standard of excellence: Maintaining quality standards of the product and services are imperative.
- Socially responsible activities: A business gets its input from the society; hence it is their responsibility to look after the welfare of the community at large.
Significance of the Business Strategy
The vision and mission combined together forms the strategic inception of a business that guides the business planning in various ways. Each business unit has their own separate strategy to make it big in the corporate world. For a relevant marketing campaign, the dynamics between mission, components, goals of every business units and competencies needs to be carefully analyzed and interpreted. An all-inclusive marketing strategy will help to make optimal utilization of your company’s resources. It will assist you in spotting the strengths and weaknesses of your businesses giving you a complete picture.
This strategy building is a crucial task as you climb up the corporate ladder. Whether you are aspiring to be in the managerial position or you want to aim for a job in VP marketing, strategy building and execution is a part of every position as you move up in the hierarchy. Therefore, marketing strategy is vital to monitoring the efficiency of the organization in regards to the comprehensive business strategy.
Author’s Bio: Agniva Banerjee is a writer by profession. She likes curating informative articles and blogs on diverse areas that provides a good read. She loves engaging the readers through her words and welcomes feedback of all sorts.