Tactics Based on the Mission Research Paper

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Our objective is to expand beyond the local market, and penetrate the online greeting card industry as well as the national health food industry. Sales will be one quantitative way of measuring the success of each specific marketing strategy. Customer feedback will be one qualitative measure, and so too will employee, supplier, and vendor feedback.

Marketing strategies rely on information technology tools beyond the company Website. For example, Facebook will be used as a strategic tool of creating brand awareness. We ultimately intend to corner the edible greeting card market by developing brand equity. We will measure brand equity through consumer marketing surveys, and through interviews with vendors.

The organization does need to address ethical, legal, and regulatory issues in a systematic way. By performing thorough research on all of our suppliers, we will create products that can be branded as socially conscious, organic and fair trade. Our employees will confirm the ethical corporate culture created by our organization. We will also use vendors that pass our rigorous test of ethical scrutiny. Our stakeholders depend on us to remain true to our ideals, and our increasing sales and profit margins over the course of the next five years will prove that an ethical business strategy is an effective and profitable strategy.

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With the aid of legal counsel, we can help navigate through the difficulties of marketing food products. Local regulations will differ according to city, region, and state. Therefore, we will need to pay attention to any possible problems arising with regards to product labeling. Regulations regarding "fair trade" and "organic" designations will also be an area of concern. Food and safety experts will inspect our manufacturing facilities regularly, which is why we need to invest in products and services that create a clean and healthy workplace.

By accomplishing several key objectives, our company's business strategy provides a blueprint for future success. With a relatively simple concept, we will expand and diversify our product range as well as our target market. We appreciate the diversity of our clientele and our employees, and understand that creating an empowering workplace environment will ultimately boost profits. Therefore, we hold regular employee meetings, during which team members can voice concerns and complaints and offer suggestions for improvement......

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