Mission Statement

A mission statement describes the strategic plan of a company or organization and specifically what they hope to achieve in terms of customer treatment, employees, and now more than in the past it includes their plans for thriving sustainably. Here is Starbucks mission statement:

"To inspire and nurture the human spirit— one person, one cup, and one neighborhood at a time."

They then go on to describe how they will do this in 6 sections headed: coffee, partners, customers, stores, neighborhood, and shareholders.

Starbucks also included an environmental mission statement:

"Starbucks is committed to a role of environmental leadership in all facets of our business."

Though in the next section they don't use very specific language in regards to how they will fulfil this commitment.

References: http://www.starbucks.com/mission/default.asp

Market Position

I have noticed that many beer advertisements try to position themselves so that they appear to be the most "manly," or attract the sexiest women. They must do this because, to the untrained taste, most beers taste all the same and advertisers want to position their beer more desirably than the competition. Market position is "the way in which the target market perceives the product in comparison to competitors brands." In this case beer producers target market mainly consists of men who would want to appear as if they were drinking a "manly" beer.

This commercial depicts every guys fantasy, two girls wrestling in their underwear. This commercial as well as other barely shows the actual beer, but simply a man's fantasy.