Mission Statement and Market Orientation

How can a company succeed if they do not have a clear road map.  As Dilbert exemplify the employees do not feel engaged or motivated without a clear mission.  As a company,  you cant sell yourself unless you know who you are. You have to be strong in your identity in order to make your campaign work.  Company's first need their identity to be defined before their market orientation can be created.  One company that has stayed true to their mission is Subaru. "Today is an important milestone for Subaru," stated Tom Easterday, Executive Vice President. "Since our incorporation on March 17, 1987, our mission has been to contribute to society through the growth of our Company. Now, a quarter of a century later, we've stayed true to our mission, employing a record number of Associates, producing a record number of vehicles and continuing to lead the auto industry in quality, safety and environmental stewardship." They have created a philosophy of "share the love" and use societal marketing. http://www.subaru.com/company/environment-sustainability.html



Market orientation is important to a company as Drucker says "a business has to main jobs: to innovate and to market." If a company does not have the customer focus, competitor focus and cross discipline teams failure is emanate.  As Wally says how he doesn't want to be flailing around me no clear direction.  As a company focuses on their consumers and competitors, they strive to innovate and look to ensure the customer are satisfied and loyal which will drive up profits for the company.

Brand loyalty is wrapped into the societal marketing, innovation and customer retention.  The ad to the right satirizes the Apple products and how  their products are each an innovation or a facsimile of  other products.  But people keep returning to Apple due to their products and large market shares in the hand held technology and computer realm.

In today's business world, a company cannot succeed without  marketing as a core business function. Marketing is a part of every  segment as engineers, accountants and administrative assistant must have the buy in to the company's missions statement.  With this buy in, the employees are engaged in the market orientation in their daily thoughts as they seek to engage their customers with new innovations. These new innovations keep the loyal customers as well as expand the customer base which will drive up profits.