Note: This article discusses the creation of vision and mission statements for a business using strategic marketing concepts.
You should Apply Strategic Marketing tools and techniques to a small business earlier on if you would like to see it grow big in the first 10 years. Strategic marketing offers a useful approach to thinking and helps you assess market-orientation or the direction of your business.
Strategic marketing is mainly concerned with creating customer-oriented strategies to excel in the market.
How to apply Strategic Marketing Tools & Techniques to create Mission
Creating a marketing-oriented mission statement has a special importance in the strategic marketing process. Briefly, a mission encompasses the current activities of a business. It defines your business activities in terms of a product, a solution and a target market. You can ask yourself simply the following questions:
1: What is your business activity? 2: Who is your customer?
3: And what do you do for your customer? 
Your answers to these questions will make a mission statement for your business. Peter Drucker, the famous Austrian-American management guru, is credited for asking such simple but difficult questions to create a mission for a company.
Strategic Marketing and Sustainability
Today the planet is in dire straits because of the reckless consumption and production behavior of our society. Both consumers and producers are responsible for polluting the air, the seas and the land.
Today, it feels that the very existence of life is under threat. For example, hundreds of people are dying of flooding each year caused by global warming.
We will have more plastic in the sea than fish soon. We ought to hold businesses accountable for what they do and how they do it.
Therefore, it is compulsory to create a social responsibility statement for your company and it has become an important marketing task. This should ideally be a part of your mission and vision of your company.
As an executive or an entrepreneur, the important question to ask:
Is your business practice sustainable?
Using Strategic Marketing to create a Vision
Vision is simply the entrepreneur’s dream. It is that one person who gets ambitious and claims to have a better idea. In some cases, the idea might claim to change the world significantly. We should pay attention because it is possible and we have enough proof of such powerful ideas. Therefore, it is not good that a highly ambitious entrepreneur is usually dismissed for a crazy dreamer. But people will reject your ideas because this is how normal people behave, they won’t believe easily.
A true entrepreneur goes after his/her vision or crazy ambition against all the odd. This ambitious vision of the entrepreneur serves as a great motivational force. There are many examples of entrepreneurs who have had such visions.
Elon Musk is one such good example. When it comes to dreams or vision, Elon Musk is good!
Elon Musk is determined to make travelling to space as easy as flying by aeroplanes on the planet earth. He is very optimistic that humans would become a space-faring race in the near future. Isn’t this cool to be living on different planets? Honestly, it is a scary idea!
Elon Musk is the epitome of a visionary entrepreneur. Perhaps some folk might even say he is better than the Steve Jobs and the Bill Gates of the world.
Note that vision is often linked to your business core competencies (what you do best). For example, in the case of Elon Musk, he is really good at technical subjects such as physics and computer programming etc. It was mostly due to his programming skills that he became a young millionaire and later a co-founder of Paypal.
Strategic Marketing: Vision and Mission
Vision influences mission. A mission is designed to move in the direction provided by vision. There are about five characteristics of mission statements. Briefly, the mission statement should be short, memorable and be a primary source of company values and policies.
A Mission should narrow down the number of goals to pursue (you cannot serve the entire world). It should define where your business will/should/can compete and take a long-term view of the industry. This is elaborated upon in details by Keller and Kotler. If you would like to get a bit professorial on this one you can proceed to consume the chapter # 2 in their book. 
Most importantly, when you are creating a mission or vision, it should be customer-oriented. When a business proceeds to offer a product or a brand, this is technically the supply side of the business. The supply side is informed or influenced by the understanding of consumer behavior.
Consumer behavior is at the heart of marketing strategy. Therefore, a good mission statement is defined or created in terms of customer’s solutions, not in terms of our business product or service.
For example, consider two statements from two restaurants:
1) Restaurant A: “Our business is to sell good food” 2) Restaurant B: “Our business is to deliver good experiences”.
Restaurant A mission statement is product oriented i.e food. Restaurant B mission is truly customer oriented. It is focusing on customer need for experience instead of the tangible product offered in the restaurant(i.e food). The customer taste for food changes constantly but the need for experience remains the same. Therefore, it is more efficient to focus on a good solution for your target market or audience by knowing what they actually want.
Strategic marketing helps to focus on the customer’s solutions and offers flexibility to cope up with the changing business environment.
Marketing managers must give their input to help create a better mission statement. Therefore, strategic marketing skills are essential to a marketing manager career.
Example of Vision and Mission
Mission: Honest Tea
What do you think of the following statements from SpaceX?
SpaceX: “SpaceX designs, manufactures and launches advanced rockets and spacecraft. The company was founded in 2002 to revolutionize space technology, with the ultimate goal of enabling people to live on other planets.”
Is your company mission short, memorable and meaningful?
Does your company have an inspiring vision for the next 15-20 years?
What values and policies does your company derive from your vision or mission statement?
What is your personal mission and vision statement for your life? Do you think your personal vision/mission should be separate from what you do in business?
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 Strategic Marketing: An applied perspective by Karel Jan Alsem
 Marketing Management by Philip Kotler & Kevin Lane Keller