28 Marketing Dynamics Copyright Goodheart-Willcox Co., Inc.I statement, and company goals will also be stated. This information shows how the marketing plan aligns with the overall direction of the business. Vision Statement A vision statement is what the business aspires t to accomplish. The vision statement is like looking into a crystal ball and seeing the future of the company. One example of a vision statement is, “To become the safest, most customer-focused manufac- turer in the world.” A good vision statement should inspire employees and help drive the business. Mission Statement The mission statement is the company message to t customers about why the business exists. It describes the business, identifies the customers, and shows how the business adds value. One example of a mission statement is, “Providing the most fuel-efficient cars to help you save money and the environment.” Company Goals Company goals project where the business should be this year and up to five years in the future. These goals lay the foundation for revenue projections. They are written by the executive team and are found in the business plan or annual report. LO 2.2-2 Analysis Section The analysis section details information about market and sales analyses that have been performed. This detail is necessary to understand both the environment in which the business is operating and the business goals to be met. This section includes Market Analysis and Sales Analysis subsections. Market Analysis The information gathered through the SWOT, environmental scan, and competitive analyses is described here. Charts may be included to describe and illustrate the content. If the charts are brief, they can be embedded in the copy. If they are lengthy, they can be included in the appendices with an in-text s reference noting where they can be found. The appen- dices may also include financial projections, data about the target market or competitors, and other documents that support the plan. These documents should be arranged in a logical order and listed in the table of contents under the Appendices section. TORWAISTUDIO/Shutterstock.com A marketing plan can be viewed as a set of travel plans. Why do you think goal setting is important in marketing? C i h G dh Will C Zappos Zappos is an online shoe and d clothing retailer that is well known for its variety i of products and excellent service. It is i a billion-dollar entity with a marketing plan to continue growing every year. Marketing strategies are the decisions made to execute the marketing plan and meet the goals of the business. Zappos has a defined marketing strategy g that has helped make it a successful s business. Their strategy is a basic premise focused on customer rec mmendations, mostly via social media, e and of the great customer experience of buying clothing and d shoes on the website. Marketing tactics are the specific activities implemented to carry out the marketing strategies. Zappos limits its marketing dollar investment to low-cost tactics, including search engine marketing that uses brand nam s or styles of shoes. This supports the Zappos customer experience by making it easy for the customer to find the product desired. Other low-cost tactics used by Zappos are free shipping and easy returns, which encourage customers to buy again and again. Their marketing strategy is a grass-roots example pl of customer focus and the success that it can bring. Case in Point