In this module we began by understanding the steps of the strategic marketing management process. The first step of the strategic planning is to set an organizational mission. The process of developing a business mission was originally explored by Peter Drucker in 1973. This case is a reflection on how Drucker's exploration and business missions are still valuable today. AT&T is presented as an example of a company affected by external factors such as technology, laws, and social issues often found in a business mission.

By the end of this case study, you should be able to:

1. Understand why companies need a clearly defined business mission.

2. Analyze the difference between a business mission and a written mission statement.

3. Determine why changes in the external environment require the development of a vision statement.

Instructions:

1- Read case 1(What Happened to the Business Mission at AT&T in the Last Four Decades?).

2- Answer the questions at the end of the case using Times New Roman, font 12, single-spaced. Your answer to each question should be at least 200 words.Be sure to cite and reference your sources in APA format.

3- Connect your answers to the material of chapter 1 by borrowing from the vocabulary of chapter 1.