MISSION

1
MISSION

• FOCUS - GUIDE
• NOT TOO RESTRICTIVE
• LONG(ER) TERM

2
MISSION
IN PRACTICAL TERMS

• WANTS/NEEDS BEING MET
• FOR CUSTOMERS/CONSUMERS
• (Who, what, how)

3
WANTS, FAST FOOD

• WHAT MIGHT CUSTOMRS OF FAST FOOD STORE WANT?
• _____________________
• _____________________
• _____________________
• _____________________
• _____________________

4
PRIORITY OF WANTS

• 1st category
• 2nd category
• 3rd, 4th?
• Wants shifting across categories?

5
Mission of Toro Corp.

• Short grass...

6
Mission of Disney World

• Show business...

7
MISSION
Corporate

• DIVERSIFIED RELATED PORTFOLIO
• STRATEGIC FIT?
• Core skill, technology
• Complementary product
• Channel of dist.
• Customer groups
• Overlapping customer uses

8
Strategic Fit?

• Proctor and Gamble
• Jif Peanut Butter
• Duncan Hines
• Folgers, Crisco
• Tide, Charmin
• Crest
• Head and Shoulders

9
MISSION
Corporate

• DIVERSIFIED UNRELATED PORTFOLIO
• Is real mission Portfolio Management?

10
MISSION DEFINING BUSINESS

• What business are we in?
• What business will we be in?
• What business should we be in?

11
DEFINING BUSINESS

WHO
WHAT
HOW
HOW DISTINCTIVE COMPETENCIES