The Planning Process
Goal Setting
Situation Review
Strategy Formulation
& Implementation
Monitoring and
Review
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Mission
Corporate Objectives
Marketing Audits
SWOT analysis
Assumptions
Marketing Objectives and strategies
Create and implement first year
detailed implementation plan
• Find the Budget
• Keep an eye on how well you are
doing, and implement alternatives if
required
Leading from the Top…
…and at the top, the Mission statement.
“A mission statement is like the North Star.
The North Star is not a place you go, it is a
fixed point giving you a perspective on
where you are going. Your mission
statement keeps you headed in the right
general direction.
Bobb Biehl
Masterplanning
(2005)
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Mission, Vision, Values,
and/or Purpose Statements
Mission: What an organisation hopes to
achieve
Vision: An organisation’s desired future
Values: The core ideology and deeply held
beliefs of an organisation
Purpose: What the business means to the
world
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Where did I find the last
slide?
• Go to www.nike.com
• Look for a tab called Investors
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Scroll to the bottom of the
Nike home page
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https://weare.lush.com/lushlife/our-ethics/
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Lush’s ethical stance
All business should be ethical and all trade
should be fair. Individual companies should
not stand out simply by not being damaging
or unfair. No company should be trading
from an unethical position and society has a
right to expect as the norm fairness and
resource stewardship from the companies
that supply them.
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Starbucks
• "Our mission: to inspire and nurture the
human spirit – one person, one cup and
one neighborhood at a time."
http://www.starbucks.com/aboutus/company-information/missionstatement
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Mission, Vision, Values &
Purpose Statements
• Many organisations use a combination of
these statements, and terms are used
interchangeably
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www.beds.ac.uk
• https://www.beds.ac.uk/about-us/ouruniversity/
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