We make, distribute, and
sell high quality, caffeinated beverages that do not use artificial
flavors. Our business is delighting an building relationships with the
customers that consume our beverages. Our customer is a person who
enjoys the nightlife or stressed out from the pressures of life and
wants to go to a bar for a good time. We offer something for everyone.
Our consumers value high quality and natural flavors, and that is what
is our company will deliver. Each of our three flavors can satisfy in a
mixed alcoholic drink, or even by itself. Our business is local, and
will work at building real, meaningful relationships with people all
over the region. What we deliver is an escape. Dare to escape with Bold.
"Few
leaders actually get the point of forging a mission with real grit and
meaning. [Mission statements] have largely devolved into fat-headed
jargon. Almost no one can figure out what they mean. [So companies] sort
of ignore them or gussy up a vague package deal along the lines of:
“our mission is to be the best fill-in-the-blank company in our
industry.” [Instead, Welch advises, CEOs should] make a choice about how
your company will win. Don’t mince words! Remember Nike’s old mission,
“Crush Reebok”? That’s directionally correct. And Google’s mission
statement isn’t something namby-pamby like “To be the world’s best
search engine.” It’s “To organize the world’s information and make it
universally accessible and useful.” That’s simultaneously inspirational,
achievable, and completely graspable." Armstrong & Kotler (2011).
Marketing: An Introduction, 10th Ed. Prentice Hall Publishing.
“A Mission Statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment.”
Armstrong & Kotler Pg. 39
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