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Unformatted text preview: The following strategic plan overview will focus on the American Management Association (AMA), where I am employed as an eMarketing Strategist. AMA “is a world leader in professional development and performance-based learning solutions” (AMA, About AMA, 2007). The bulk of our business is focused on corporate training via public seminars. As a member-based not-for-profit organization, we are devoted to helping the business community by ensuring that businesspeople are equipped with the skills necessary to thrive in today’s challenging and dynamic business environment. We offer over 170 seminars which can be attended at locations throughout the United States or delivered on-site at any organization. As was mentioned above, our customers are businesspeople interested in career development and organizations interested in developing their human resources in order to gain a competitive advantage and help them prosper within their industry. A company’s mission statement “answers the question “What business are we in?” (Pearce & Robinson, 2005, p. 37). Pearce and Robinson describe the following components as those to be included within an effective mission statement: customer market, product service, geographic domain, technology, concern for survival, philosophy, self-concept, and concern for public image (2005, p. 28). The inclusion of all these components in the mission statement are what contributes to a clear and precise statement that accurately describes a company’s purpose and how they aim to achieve their purpose. In contrast, a vision statement often expresses “the aspirations of the executive leadership” (Pearce & Robinson, 2005, p. 37). It is intended to be a more philosophical statement that captures the essence of a company. However, because the vision usually drives the mission, oftentimes a company has a vision/mission statement. Although our company’s statement is technically a combined vision/mission statement, our overall brand promise, which is incorporated into most of our marketing pieces is: “AMA seminars. You will notice the difference.” This vision statement epitomizes our main source of differentiation as a training company, the fact that our seminar quality is what sets us apart from the rest. AMA’s mission statement addresses most of the components described by Pearce & Robinson. It contains six sections, some of which directly correspond to certain components, while other components are addressed throughout various sections. The company’s philosophy, customer market, self-concept and concern for public image are all concisely addressed in the “What we do” section, which states: AMA provides managers and their organizations worldwide with the knowledge, skills and tools they need to improve business performance, adapt to a changing workplace and prosper in a complex and competitive business world. complex and competitive business world....
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- Spring '12
- Ancient History, AMA, American Management Association, Learning Solutions