Business strategy Essay Example | Topics and Well Written Essays - 4000 words - 1

Business strategy - Essay Example Mission statement of an organisation is essential for developing the business either at the early stage or during expansion. It generally highlights the main purpose and focus of the organisation and why it exists. It describes the short term expectations of the organisation. For Mulberry, its mission is to enhance the multi-brand distribution network and continue to maintain its partnership with some of its rivals in order to avoid competition. In order to expand its business, Mulberry had constantly focused on setting new outlets with high quality services. Vision of an organisation is defined as its lofty objectives, which are decided by the management for pursuing in the long run. It actually highlights the milestones, which the organisation intends to reach in future or may acquire in decade. The vision statement of Mulberry depicts that it aims at increasing the number of stores across the country and has established seven stores that are directly operated as well as ten other stores that are handled by the partners and the company has the target of opening 15-20 stores per year (Teece, 2010). Specific objectives are essential for an organisation as it directs the operation towards the fulfilment of its mission and vision. The main objective of Mulberry is to take up new product development initiatives and has launched the AW13 collection in its brand outlets in order to attract the customers and create a huge customer base. The company manufactures leather goods for both men and women mainly comprising of belts and fashion accessories that are of high demand in the international market. Goal of an organisation is suggested according to its mission and how it will achieve its main objective in the long run. The main goal of Mulberry is to set up new stores in Hong Kong, Doha, Malaysia, Sydney and UAE (Chen, et