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A new business has to have a good in general company mission which defines what the company is all about and what makes it unique. For example, is the firm concerned with selling consumer goods (B2C), weapons, heavy machinery (B2B), etc.?
Remember it is important not to suffer from marketing myopia, and this is why a business must be defined in terms of a need that is being satisfied and not an existing product. The mission statement will also define the culture, values, and philosophy of the firm.
The mission statement provides direction for a firm so that employees, customers, suppliers, investors, and other stakeholders know what the the organization is about and where it is headed.
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