"A mission statement should focus on the market or markets the organization is attempting to serve rather than on the good or service offered." page 21.
"For example, Frito-Lay defines its mission as being in the snack-food business rather than in the corn chip business." page 21.
I am in the beverage business rather than chocolate business. My product is so diverse you can put it in almost any marketing category. But the overall purpose of this product is to hold a shot of liquor. Therefor I am in the glass or cup business.
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