Objectives

"Each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation, opportunities, objectives, and resources. This is the focus of strategic planning—the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities."Marketing: An Introduction by Armstrong/Kotler, page 39. The objectives for my company are to create a product of delicious quality and value that people can build friendships and a lifetime with. I want to instill quality, value and trust over fast, cheap and easy. I want my customers to believe that with ever bag I produce, it was all made with love and care.
Another objective for the company is to make sure that the team of employees are all happy and able to work as a team. With a happy team, comes happy customers. Without the team, nothing is possible.
My company will need to differentiate itself from the competition and leading brands. We will need to figure out how to set ourselves apart from them, not just by taste, but by identity as well. My company will need to build a complete brand and identity.
"...within individual business units, marketing designs strategies for reaching the unit’s objectives. Once the unit’s objectives are set, marketing’s task is to help carry them out profitably. " Marketing: An Introduction by Armstrong/Kotler, page 46.