Objectives

This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives. Kohler’s overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.” It does this by investing heavily in research and design (R&D). Research and design is expensive and requires improved profits to plow back into research programs PAGE 43 The objective of selling whole-grain pancakes (or just whole-grain in general, such as bread and using whole-grain flour instead of all-purpose) is a basic yet complex loving idea to help those who need help in choosing healthier decisions. We like to market our idea of choosing whole-grain pancakes instead of your traditional pancakes as an second selection for a better eating habit. Those who favor eating pancakes for breakfast will also have a better choice so no one has to miss out on their favorite foods. There are plenty of benefits when choosing to eat whole-grain pancakes such as better weight maintenance, lower risks of type II diabetes and lower risk of stroke and heart attacks. Marketing needs to identify, evaluate, and select market opportunities and lay down strategies for capturing them PAGE 45  America is still involved in this health trend and learning more about what food we can eat to make us feel better about ourselves. Most of the time, people tend to skip out on breakfast when starting out into anew diet, and by skipping out, I mean that people will think they are satisfied or getting their healthy fix when eating just a simple banana or just not eating breakfast at all. Serving up hot and healthy whole-grain pancakes will fill in that disappointment