1. MISSION
FOCUS - GUIDE
NOT TOO RESTRICTIVE
LONG(ER) TERM

2. MISSION WANTS/NEEDS BEING MET FOR CUSTOMERS/CONSUMERS (Who, what, how)
IN PRACTICAL TERMS
WANTS/NEEDS BEING MET
FOR CUSTOMERS/CONSUMERS
(Who, what, how)

3. WANTS, FAST FOOD WHAT MIGHT CUSTOMRS OF FAST FOOD STORE WANT?
_____________________

4. PRIORITY OF WANTS 1st category 2nd category 3rd, 4th?
Wants shifting across categories?

5. Mission of Toro Corp.
“Short grass”…...

6. Mission of Disney World
“Show business”…...

7. MISSION DIVERSIFIED RELATED PORTFOLIO STRATEGIC FIT?
Corporate
DIVERSIFIED RELATED PORTFOLIO
STRATEGIC FIT?
Core skill, technology
Complementary product
Channel of dist.
Customer groups
Overlapping customer uses

8. Strategic Fit? Proctor and Gamble Jif Peanut Butter Duncan Hines
Folgers, Crisco
Tide, Charmin
Crest
Head and Shoulders

9. MISSION DIVERSIFIED UNRELATED PORTFOLIO
Corporate
DIVERSIFIED UNRELATED PORTFOLIO
Is real mission “Portfolio Management?”

10. MISSION = DEFINING “BUSINESS”
What business are we in?
What business will we be in?
What business should we be in?

11. DEFINING BUSINESS
WHO
WHAT
HOW
HOW = DISTINCTIVE COMPETENCIES