MGTA02 Lecture 2 – Marketing
Leadership vs. Management
● A manager has different people working under them
○ A leader is going towards a goal with different people following them
● The manager accepts the status quo
○ A leader challenges them
● A manager makes people do things
○ A leader inspires people
● Managers and leaders must work together hand in hand
● Simon Sinek
○ Created a framework which says how some organizations work out better than
others
○ Only the leaders know why we are doing it while the managers are just focusing
on the “what?” aspect
● A common term that is used interchangeably is “mission”
○ A mission statement is why an organization exists
● Therefore, Simmon Sinek says that organizations touch people because of their “why?”
○ People need to connect and resonate with that organization
○ They need to be able to see and understand the purpose behind the organization
● E.g. A bank is a shrewd business organization
○ However, the primary recognition is through something unique of that bank
○ They want to attract hundreds and thousands of people through their mission
statement
Review: Leading the Business
● An organization should have a purpose and a direction
● Called “mission”
○ That can be converted into “goals” and “objectives”
● People should know what they are trying to achieve and it is your role to tell them
● E.g. Apple’s mission is saying that their focus is on us
○ Our satisfaction is Apple’s supreme goal
● Leaders job is to decide the mission of an organization
○ A mission is usually a broad statement but it is a longer term or idea about where
do we want to take this organization moving forward
, Product-Oriented and Market Oriented Missions
Company Product Oriented Mission Market Oriented Misson
Disney We run theme parks. We create fantasies – a place
where dreams come true.
General Mills We make consumer food We nourish lives by making
products. them healthier, easier and
richer.
Home Depot We sell tools and home repair We empower consumers to
and improvement items. achieve the homes of their
dreams.
Revlon We make cosmetics. We sell lifestyle and
self-expression; success and
status; memories, homes and
dreams.
Walmart We run discount stores. We deliver low prices every
day and give ordinary folks
the chance to buy the same
things as rich people, “Save
Money, Live Better.”
● For Walmart’s mission statement, there is a hidden condescending message
○ Suggesting that there is a class divide
○ They are telling all of us that we are all poor by being “ordinary”
● That’s why in 2017, Walmart revised their mission statement
○ However, the impact of their original mission statement is there
● If you go there, Walmart’s customer service rep is really bad
○ In the US, there have been a lot of Youtube videos and the people taking the video
will show you that the product is there
○ However, the customer service rep in that video will say that we will be out of
service for that product
● A mission statement is not just a simple statement
○ It is about what the organization thinks about other people
● When you go to Home Depot, if a customer service rep cannot answer your question,
they will find someone else who will help you out
● Just by reading the mission statement, you can see the qualities of the leaders
○ Because they are the ones behind the creation of these mission statements
Leadership vs. Management
● A manager has different people working under them
○ A leader is going towards a goal with different people following them
● The manager accepts the status quo
○ A leader challenges them
● A manager makes people do things
○ A leader inspires people
● Managers and leaders must work together hand in hand
● Simon Sinek
○ Created a framework which says how some organizations work out better than
others
○ Only the leaders know why we are doing it while the managers are just focusing
on the “what?” aspect
● A common term that is used interchangeably is “mission”
○ A mission statement is why an organization exists
● Therefore, Simmon Sinek says that organizations touch people because of their “why?”
○ People need to connect and resonate with that organization
○ They need to be able to see and understand the purpose behind the organization
● E.g. A bank is a shrewd business organization
○ However, the primary recognition is through something unique of that bank
○ They want to attract hundreds and thousands of people through their mission
statement
Review: Leading the Business
● An organization should have a purpose and a direction
● Called “mission”
○ That can be converted into “goals” and “objectives”
● People should know what they are trying to achieve and it is your role to tell them
● E.g. Apple’s mission is saying that their focus is on us
○ Our satisfaction is Apple’s supreme goal
● Leaders job is to decide the mission of an organization
○ A mission is usually a broad statement but it is a longer term or idea about where
do we want to take this organization moving forward
, Product-Oriented and Market Oriented Missions
Company Product Oriented Mission Market Oriented Misson
Disney We run theme parks. We create fantasies – a place
where dreams come true.
General Mills We make consumer food We nourish lives by making
products. them healthier, easier and
richer.
Home Depot We sell tools and home repair We empower consumers to
and improvement items. achieve the homes of their
dreams.
Revlon We make cosmetics. We sell lifestyle and
self-expression; success and
status; memories, homes and
dreams.
Walmart We run discount stores. We deliver low prices every
day and give ordinary folks
the chance to buy the same
things as rich people, “Save
Money, Live Better.”
● For Walmart’s mission statement, there is a hidden condescending message
○ Suggesting that there is a class divide
○ They are telling all of us that we are all poor by being “ordinary”
● That’s why in 2017, Walmart revised their mission statement
○ However, the impact of their original mission statement is there
● If you go there, Walmart’s customer service rep is really bad
○ In the US, there have been a lot of Youtube videos and the people taking the video
will show you that the product is there
○ However, the customer service rep in that video will say that we will be out of
service for that product
● A mission statement is not just a simple statement
○ It is about what the organization thinks about other people
● When you go to Home Depot, if a customer service rep cannot answer your question,
they will find someone else who will help you out
● Just by reading the mission statement, you can see the qualities of the leaders
○ Because they are the ones behind the creation of these mission statements
