Virgin

Contents

Question 1 2

Mission statement 2

Question 2 3

SWOT analysis 3

PESTLE analysis 4

Question 3 5

Sustainable marketing 5

Question 4 7

Customer buying behaviour 7

Reference 9

Question 1

Mission statement

The vision and mission statements are often confused with each other. The vision statement is the statement that indicates about the future position of the organisation or how it wanted to be in particular period of time. But in contrast mission statement is that which indicates how the organisation would proceed or what are all the steps would be taken in order to reach the goal that has been specified. To make it simple vision statement tells where the organisation wants to be in specific time and mission statement tells how it would reach attain organisation goal (Hughes K. et al.,2005).

Mission statement should be clear and precise which would enable the organisation to carry out the process to achieve it successfully. In order to develop such precise mission statements certain techniques are used. SMART is one of the ways to develop more precise mission statement for the organisation. SMART means Specific, Measurable, Attainable, Relevant and Time sensitive. When the mission statement of the organisation has all this factors, it would be precise mission statement for the organisation (Jonathan Estes, 2009).

The mission statement has to be SMART as mentioned which would enable the organisation to focus on the specific job knowing that it is attainable and working on it. The progress has to be measured to ensure that it is relevant and could be achieved in time.

For example, mission statement of Walt-Mart in 1990’s is “To become a $125 billion company by the year 200”. In this mission the goal that has been set for the organisation is specific on which the organisation could focus and work out their plans. It is also measurable and attainable from the annual review. Steps could be taken to attain the...