🎧 This lesson is available for listening.
🎯 Learning outcomes of this lesson:
- ✅ You will learn (or recall) why mission and vision are important.
- ✅ You will write your own mission and vision.
Mission
Let’s start with a quick warm-up! Take a look at the mission statements of two supermarkets below. How do they differ?
Supermarket 1
“To help people save money and live better — anytime and anywhere — in physical stores, online, and through mobile devices.”
Supermarket 2
“The mission of Supermarket 2 is to nourish people and the planet by offering the highest quality, most delicious foods while maintaining a strong commitment to sustainability and ethical sourcing.”
You’ll find out which supermarkets these are in the next lesson. For now, let’s try to analyze the differences in their mission statements.
As you can see, the first one focuses on affordability and savings, while the second emphasizes values, quality, and sustainability.
Why does this matter for marketing? Because mission defines the direction when choosing a strategy. As we discussed in the previous lesson, strategic marketing is about:
- 🔑 Customer segmentation
- 🔑 Market choice
- 🔑 Value positioning
For Supermarket 1, segmentation is likely built around price-sensitive shoppers and high-frequency purchases. For Supermarket 2, segmentation makes more sense by lifestyle and values, such as preference for organic, ethical, or sustainable goods.
Even if both supermarkets offer similar product categories — fresh produce, beverages, household goods — their value propositions are fundamentally different.
For Supermarket 1 customers:
- 💸 Low prices
- 🛒 Convenience
- 🌍 Broad access
For Supermarket 2 customers:
- 🌱 Premium quality
- ♻️ Ethical sourcing
- 🍏 Caring for health and the planet
Now, let’s write our own mission.
Peter Drucker
“The purpose of any social structure is to improve people’s lives. That improvement is its mission — the very meaning of its existence. Every organization may have its own mission, but improving life is the alpha and omega for all. A mission must never be impersonal — it should carry deep meaning, something you believe in and stand behind. The most important responsibility of a leader is to make sure every member of the organization knows the mission, understands it, and lives it.”
I’ll use my own small family-run business as an example — a party rental company in Wake County, North Carolina. Because it’s mine, I can be open and flexible in showing how mission and vision work in practice. I won’t share the actual name — but you can try to guess.
Example (Party Rental Company in Wake County, NC)
What is our business?
We are a family-operated party rental company in Wake County, NC. We provide event essentials — from tents and tables to fun add-ons — making celebrations simple, joyful, and stress-free.
Who is our customer?
Families hosting backyard parties, friends gathering for milestones, corporate teams organizing events, and tailgaters who want hassle-free setups.
What is value for the customer?
Unlike large wedding rental providers — often expensive, slow, and complicated — we keep things simple and reliable. Clear, upfront pricing, no hidden fees, and real photos of our actual equipment. Customers can book online in minutes without calls or back-and-forth emails.
What will our business be?
Always in touch from the first inquiry to pickup. Offering extras that make parties easier — free delivery over $200, professional setup, clean and like-new gear, and even add-ons like coolers, games, toddler chairs, and trash cans. Equipment always arrives on time, looks fresh, and is ready for the party.
What should our business be?
The trusted go-to partner for celebrations in Wake County — a local, family-built business that makes events effortless, joyful, and memorable.
Mission and Vision
Now let’s define both, because they are the foundation we will build on.
- Mission answers the question: Why do we exist?
- Vision answers the question: How do we make it happen?
Example (Party Rental Company in Wake County, NC)
Mission
To help families and communities celebrate together with clean, affordable, and reliable event rentals — always on time, with no surprises.
Vision
To become Wake County’s most trusted partner for joyful, stress-free events — offering simple booking, dependable service, and a personal touch.
How do we know if a mission is strong?
According to Philip Kotler and Kevin Keller, Marketing Management, a mission should:
- ✅ Focus on a limited number of goals
- ✔ Helping families and communities celebrate is one clear and powerful goal.
- ✅ Highlight the company’s core values
- ✔ Reliability, simplicity, honesty, and community.
- ✅ Define the main competitive domains:
- • Industry: event rentals
- • Products and outputs: tents, tables, chairs, add-ons, and event experiences
- • Competencies: reliability, convenience, and exceptional customer care
- • Market segment: families, community groups, corporate events, tailgaters
- • Business vertical: event rentals with optional setup and extras
- • Geography: Wake County, NC
Vision checklist (Kotler & Keller):
- • Written in the present tense
- • Describes results for customers and community
- • Uses clear, specific language
- • Inspires and motivates
- • Creates a shared picture in everyone’s mind
Our Party Rental Company in Wake County, NC vision meets all these points. Words like joyful, stress-free, and personal touch add warmth and inspiration.
✏️ Assignment 3-2
📝 Develop your own mission and vision. Involve colleagues or managers if helpful. Some businesses even bring in facilitators 🤝. At this stage, what matters most is not perfection, but practicing the skill of defining mission and vision.
.At the end of this lesson
You will have created a strong starting point for your marketing strategy.
References
Philip Kotler, Kevin L. Keller, Marketing Management
Additional resource
Highly recommended: Simon Sinek’s TED Talk “How Great Leaders Inspire Action.” It’s a powerful demonstration of the role of mission — the “why” — in business.