Business Mission Statement
“A mission statement is a
statement of the organization’s purpose—what it wants to accomplish in the
larger environment. A clear mission statement acts as an “invisible hand” that
guides people in the organization.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p.
39). Boston: Prentice Hall.) We are in the business of putting smiles on peoples’ faces
as they delight in the experience of enjoying our sandwiches. We make hungry
people happy.
Our
customer is one who is interested in fast-casual food, yet seeks quality and
value when making their dining decisions. Our customers work outdoors, in
factories, and in offices. They are busy, and are interested in saving the time
it takes to experience a restaurant destination, including the drive to and
from, ordering time, etc. Thus, the value they seek is a delicious meal made of
fresh, quality ingredients, prepared fast. They are making the decision to buy
from my truck, instead of traveling to a fast-casual destination. If they
perceive the quality of my product to be equal or greater to that of the
alternative they will find value.
“Mission statements should
be meaningful and specific, yet motivating. They should emphasize the company’s
strengths in the marketplace.” (Armstrong, G., & Kotler, P. (2013). Marketing: An introduction (11th ed., p.
40). Boston: Prentice Hall.) With my food truck, Cluck Wagon, I want to provide
a gourmet meal in the form of a simple portable sandwich, for those on the go.
