Page 1 of 4
UNIVERSITY OF THE PEOPLE
Marketing Management Course BUS5112
PORTFOLIO ACTIVITY UNIT 1
SELWYN DICKSON
INSTRUCTOR: HARSHA LALWANI
QUESTION: According to Kotler and Keller (2012), “Goals indicate what a business unit
wants to achieve; strategy is a game plan for getting there. Every business must design a
strategy for achieving its goals, consisting of a marketing strategy and a compatible
technology strategy and sourcing strategy.” An organization’s mission statement should:
Clearly outline the main purpose of the organization, and what they do.
Mention plans by organizations on achieving the mission statement
Mention the audience of the mission statement.
Clearly outline the value organization provides
For this Portfolio Assignment provide answers to below questions:
1. Amazon.com Mission statement is “To be Earth’s most customer-centric company,
where customers can find and discover anything they might want to buy online, and
endeavors to offer its customers the lowest possible prices.”
Is this mission statement market-oriented, product-oriented, production-oriented or
futuristic? Why?
2. The purpose of strategic planning is to find ways in which an organization can best use
its strengths to take advantage of opportunities within the environment.
In the past, Wal-Mart mission statement was, “We deliver low prices, every day.”
Currently, Wal-Mart’s corporate mission is “to save people money so they can live better.”
Using the knowledge from strategic formulation and unit’s reading, provide a possible
reason for review of Wal-Mart’s mission statement.
UNIVERSITY OF THE PEOPLE
Marketing Management Course BUS5112
PORTFOLIO ACTIVITY UNIT 1
SELWYN DICKSON
INSTRUCTOR: HARSHA LALWANI
QUESTION: According to Kotler and Keller (2012), “Goals indicate what a business unit
wants to achieve; strategy is a game plan for getting there. Every business must design a
strategy for achieving its goals, consisting of a marketing strategy and a compatible
technology strategy and sourcing strategy.” An organization’s mission statement should:
Clearly outline the main purpose of the organization, and what they do.
Mention plans by organizations on achieving the mission statement
Mention the audience of the mission statement.
Clearly outline the value organization provides
For this Portfolio Assignment provide answers to below questions:
1. Amazon.com Mission statement is “To be Earth’s most customer-centric company,
where customers can find and discover anything they might want to buy online, and
endeavors to offer its customers the lowest possible prices.”
Is this mission statement market-oriented, product-oriented, production-oriented or
futuristic? Why?
2. The purpose of strategic planning is to find ways in which an organization can best use
its strengths to take advantage of opportunities within the environment.
In the past, Wal-Mart mission statement was, “We deliver low prices, every day.”
Currently, Wal-Mart’s corporate mission is “to save people money so they can live better.”
Using the knowledge from strategic formulation and unit’s reading, provide a possible
reason for review of Wal-Mart’s mission statement.
