Imagine that you have just launched a new company called Escapade Travels, which is designed to organize trips to faraway, rarely-heard-of destinations with adventure-type activities, such as igloo building in Greenland and sand-dune racing in the desert in Dubai. You have just graduated with your marketing degree or diploma, so you want to make sure that you follow the strategic marketing process you learned. Think about what you want your company to be –
- What should go into your mission statement? Draft one, limiting it to no more than 60 words.
- What business units will your company have? Who will your company’s stakeholders be?
3.
4.
What planning decisions will take place at the corporate level? At the business unit level? At the functional level?
Sketch out a SWOT analysis, a market-product focus, and at least six goals for your new company.