Company and marketing strategy

Partnering to build customer relationships.

Most of us own a pair of Nike shoes and we are all familiar with their famous swoosh logo. Nike has grown from a running shoes company into a multi million dollar, sports apparel giant. Nike’s business success was built on sound marketing. This became more apparent during the 1990’s when profits slipped, and a return to the basics that made it successful worked again: creating innovation, following opportunities and developing new products, using superior information and distribution methods.

John Lewis at the beginning of 2009 was entering a difficult time and they were not well positions; aiming at middle-income customers with fairly premium products, marketing was not at the top of its priority list. Now in 2014, however, things have changed. Through the use of powerful, emotional and honest television adverts John Lewis have made the customers believe. Marketing their core message of “the home for thoughtful giving” in a very unscientific, unplanned way. Through the use of music and television they create and share an emotion, believable and relatable message.

Strategic planning will be the process of finding and maintaining a strategic fit between the organisations goals and capabilities on the one hand and the changing marketing opportunities on the other hand. Strategic planning is the basic for which all the other planning a company must do will build upon. Balancing the fine line between, company end goals, and marketers new ideas. (Kotler, Armstrong, and Harris 2013, p38)

Step 1: How do we start to plan? Defining the company’s overall purpose and mission.
A Mission statement ought to characterise the organisation's principal and priorities and define the broad product, market and technologies that are core to the business. (Drummond, Ensor, and Ashford, 2001, p129)
Mission statement - a statement of the organisation's purpose - what it wants to accomplish in the larger environment. (Kotler, Armstrong, and Harris, 2013, p664)

Upon finalising a mission statement an organisation can then develop the objectives that guide the company. th mission statement is often responsible for the success or failure of the company goals and objectives. Having a clear Mission statment provides a source of reference for the whole company, (Drummond, Ensor, and Ashford, 2001) below I will discuss the sucessful use of Corporate mission statements:

nike, Their mission statment is both memorable and poweful. I understand where they are heading, who they are targeting and their overall goal - to inspire everyone with new innovation! I will aim to keep my as punching and powerful.

Apple - “Apple is committed to bringing the best personal computing experience to students, educators, creative professionals and consumers around the world through its innovative hardware, software and Internet offerings.”
Apple's Mission statment was quite hard to find on any offical websites, In complete contrast to Nike,s, who have thiers as the opening website page. Apples statement is slight longer, however they still maintain a powerful message of innovation and customer experience.

Southwest Airlines - The mission of Southwest Airlines is "dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit."

Southwest Airlines is a fantastic example of how a powerful mission statement’s impact can filter down to the whole company. In Drummond, Ensor, and Ashford, (2001, p133) this nature of support is described as 'passionate support'. The Mission statement will be central to each who have identified with the values and philosophy of the organisation. driving them to delivery a 'high quality customer service' inline with the key mission statement: Warm, friendly and individual.
I find this level of trust in every employee from high management, inspirational. As each employee delivers their personal interpretation of the mission statement, demonstrate their full understanding of the company
goals and objectives. Customers are now filming the hilarious and individual examples of customer service from Southwest Airlines members of staff,  and the response through social media is so positive.

Each of the examples above has an understanding of their future markets and position in our society. Nike, live and breath their mission statement, and it is at the forefront of their advertising campaigns, encouraging the customer to believe their message, similarly Southwest Airlines key message is an honest message feeding into every customer. It is the honestly and believability I would like to capture in my mission statement. the four major sources of influence acting upon the core meaning behind an organisations existence. Johnson and Scholes (1999) has a heavy focus on the principles and priorities of the organisation, making my mission statement too long and wordy I prefer Kotler, Armstrong and Harris (2013) who give a list of key considerations when wiriting a mission statment: realistic, specific, not to broad and not to narrow. fit the market environment. Highlighting the distictive competancies. motivating. They also suggest some key question to help, below are my answers:

I will now ask their suggested question and re-deliver a mission statement:
What is our business? – Delivering sensual illuminated 3D surface art to the home.
Who is the customer? – House-proud homeowner, looking for something unique.

What do consumers value? – Individuality, hand made element and ambience.
What should our business be? – Design detail, personalise-able and unique.

There are also many different examples of mission statements online - it seams there is no wrong or right way to do it. If my mission statement can resonate with me, inspires me and is clear enough to give my business a targeted direction I feel it will be successful: - Mission Statement

Step 2 – set company objectives and goals:
There are differing views on the definition of goals and objectives; some writers see goals as being less specific than objectives. Drummond, Ensor, and Ashford, (2001, p135) discuss objectives being more specific than goals, due to the use of quantifiable objectives. Normally referred to by their acronym SMART: specific measurable aspirational realistic and timescales. Objectives give the organisation quantifiable targets.

Drucker (1954) expands on the topic of objectives, adding a list of 8 key areas organisations should cover when developing objectives, ensuring focus is not to overriding on one area. It has been argued by (Stephens, 2015), however, that Smart goals suck to start up companies, Stevens explains that measurable specific goals can sometimes be unhelpful in the creative fast paced environment of start-up concluding that SMART objectives often feels clunky.
Stevens approach to objective setting focuses on motivating employees, he calls his approach to goal setting ACE goals:  Ambitious, Creative and Exciting. “You need to find the projects rather than the metrics that will make your team to hit their targets” (Stephens, 2015)

Below are my first attempts at Objective making:

Gather consumer research around my sensual illuminated surfaces.
Develop and finalise the illumined frame unit.
Manufacture illuminated frame unit.
Launch product to online market.
Build profitable customer relationships

 SMART Objectives: Objective

ACE Objectives: Ambitious, Creative and Exciting.

Create a range of illuminated surfaces that I could gift to my close family and friends. Gain feedback and further develop. Then through my Advanced digital design module develop the unit to surround the surfaces and take the surfaces into 3D printing. Use Orchid to help launch the product into the online market place prior to my final degree show next year.

 With the SMART objectives, I can get the ambitious, creative, excitement across to my self. Once I am guiding others I feel the ACE approach would be more suitable and would add the visual, end goal picture designers love.



Writer, S. and Writer, posted by S. (no date) How John Lewis learned to make the nation cry... and buy – Watch the exclusive documentary. Available at: (Accessed: 1 April 2015)

Kotler, P., Armstrong, G. and Harris, L. (2013) Principles of marketing. Harlow: Financial Times, Prentice Hall

Stephens, B. (2015) SMART goals SUCK for start-ups - Starting a business advice and business ideas. Available at: (Accessed: 12 May 2015)