MKG 440-Mission Statement and Marketing Strategy

MKG 440-Mission Statement and Marketing Strategy

Subject: Business    / Marketing
Question

Option #2: Mission Statement and Marketing Strategy

Find a mission statement from two different companies. In a 2 – 3 page paper supported by at least three scholarly journals, address the following.

Examine the current marketing strategy.
Determine if the current mission statement aligns with the current marketing strategy.
Make one suggestions as to how the company can improve the alignment of their current mission statement with their current marketing strategy.

Your paper should be clear, concise, and demonstrate knowledge of the concepts presented in this module and course ( From the reference).

Document formatting and source citations should be in conformity with APA Style.

References

About. com. (n.d.). Walt Disney mission statement: creativity + innovation = profits. Retrieved from http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Walt-Disney-Mission-Statement.htm

Cady, S. H., Wheeler, J. V., DeWolf, J., & Brodke, M. (2011). Mission, vision, and values: What do they say? Organization Development Journal, 29(1), 63-78.

Clifford, C. (2013). Franchise forecast continues strong for 2013. Retrieved from http://www.entrepreneur.com/article/226224

Court, D., Gordon, J., & Perrey, J. (2012). Measuring marketing’s worth. McKinsey Quarterly, (3), 113-118.

David, F. (1989). How companies define their mission. Long Range Planning, 22(1), 90-97. doi: 10.1016/0024-6301(89)90055-1

FedEx. (2015). Mission statement. Retrieved from http://investors.fedex.com/company-overview/mission-and-goals/default.aspx

Ferrell, O. C., & Hartline, M. (2014). Marketing strategy (6th ed.). Mason, OH: South-Western Cengage Learning.

Firth, S. (2010). Updating your marketing plan. Franchising World, 42(10), 43-47.

Fortune 500. (2015). Retrieved from http://fortune.com/fortune500/

Frontier Communications. (2015). Retrieved from investor.frontier.com/missionvalues.cfm

Kirk, G., & Beth-Nolan, S. (2010). Nonprofit mission statement and financial focus. Nonprofit Management & Leadership, 20(4), 473-490.

McDonald, M. (2008) Malcolm McDonald on marketing planning: Understanding marketing plans and strategy. London, Philadelphia: Kogan Page Publishers.

Missionstatements.com. (2015). Company. Retrieved from http://www.missionstatements.com/company_mission_statements.html

National Resources Defense Council (NRDC). (n.d.). Retrieved from http://www.nrdc.org/about/mission.asp

Ramaseshan, B., Ishak, A., & Kingshott, R. J. (2013). Interactive effects of marketing strategy formulation and implementation upon firm performance. Journal of Marketing Management, 29(11/12), 1224-1250. doi:10.1080/0267257X.2013.796319

Stewart, B. (2001). Plotting your firm’s road map. CA Magazine, 134(8), 49.

Sun, Z. (2015). Brief probe into the brand and marketing strategy of NBA. Asian Social Science, 11(16),
183-186.

Taghian, M., & Shaw, R. (2008). The marketing audit and organizational performance: An empirical profiling. Journal of Marketing Theory and Practice, 16(4), 341-349.
doi: 10.2753/MTP1069-6679160406

What is Apple’s current mission statement and how does it differ from Steve Job’s original ideals? (2015). Investopedia. Retrieved from http://www.investopedia.com/ask/answers/042315/what-apples-current-mission-statement-and-how-does-it-differ-steve-jobs-original-ideals.asp#ixzz3iEpIxg1E

Whole Foods Market. (2015). Declaration of interdependence. Retrieved from http://www.wholefoodsmarket.com/mission-values/core-values/declaration-interdependence

Williams, S. L. (2008). The mission statement. Journal of Business Communications, 45(2), 94-119.