Ryanair

Corporate strategy mission and scope:

Focus on the price conscious segment of airline passengers travelling in Europe

Specific goals and objective for corporate growth

Double number of passengers and revenues

Allocation of resources
Invest in new planes to enable it to schedule more flights, invest in advertising and promotion to help
build customer awareness and market share

This well-defined corporate strategy influences and constraints the strategic decisions that markers and
other functional managers can make at lower levels
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Pricing decisions
Cost cutting policies of avoiding travel agent commissions forced Ryanair to be a pioneer in the
direct marketing of tickets over the internet.

PepsiCo

A corporate mission statement should clearly define the orgs strategic scope
What is our business?
Who are our customers?
Wat kinds of value can we provide to these customers?
What should our business be in the future?