"The company’s mission should be market oriented, realistic, specific, motivating, and consistent with the market environment. The mission is then transformed into detailed supporting goals and objectives, which in turn guide decisions about the business portfolio. Then each business and product unit must develop detailed marketing plans in line with the company wide plan (Kotler, Armstrong 61)"Sportivo Vodka is a spunky, imaginative company whose aim is to offer quality flavors to our vodka at moderate pricing.with our process of infusing flavors and adding natural ingredients we have designed an amazing product for the sportsman in you. We view ourselves as an innovative company with creative ideals and we cater to our customers, especially the serious sports fan. Our aim is to become a regionally recognized brand name, capitalizing on the sustained interest in the sports community. Our goal is moderate growth, annual profitability and maintaining a quality experience with our sportsman and serious vodka drinkers in mind. "Marketing contributes to strategic planning, and the overall plan defines marketing’s role in the company. Strategic planning involves developing a strategy for long-run survival and growth. It consists of four steps: (1) defining the company’s mission, (2) setting objectives and goals, (3) designing a business portfolio, and (4) developing functional plans. Armstrong, Gary, and Philip Kotler. "2." Marketing: an Introduction. 10th ed. Printice Hall, 2011. 61. Print.
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