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Chapter 2

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Organizational Mission and Competitive

AdvantageMission: The overall purpose of an

organization, the general scope of activities

Competitive advantage:Distinctivecapabilities that give the organization a costor differentiation advantage over its

competition

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Figure 2.1 - Competitive Advantages:

Typical Categories

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Setting ObjectivesObjective: Goals of the marketing plan, in

clear and specific language

Types of objectives Large organization with a mission emphasizing

growth in new markets

Objective

To focus on increasing its marketshare by expanding geographically

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Setting Objectives Small organization with a mission to be an

expert in its narrow category

Objective

To increase its market share withinits current market, with the intent on dominatinga particular niche

An organization with a mission focused on

luxury services Objective To target an objective based on

increasing its brand reputation; to improve itscustomer service for high-end customers

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Setting ObjectivesA company driven by innovation with a

competitive advantage in technology

Objective

Improving its responsiveness todynamic market conditions by shortening itsproduct development cycle time

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Figure 2.2 - Types of Organizational

Objectives

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Figure 2.3 - Categories of Objectives and

Examples for Each

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Clear ObjectivesObjectives should be clear to ensure their

success

Murky objectives invite confusion

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Figure 2.4 - S.M.A.R.T. Method of

Declaring Objectives

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Figure 2.5 - Expedia: Organization Mission

and Competitive Advantages

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Figure 2.6 - Expedia: Marketing Plan

Objective

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