Marketing 5th Edition by Dhruv Grewal,Michael Levy

Exercise 16

The mission statement for Quaker Oats cites its origins as "inspired by the power and wholesome goodness of the amazing oat." Frito-Lay looks a little more to the present, citing its mission "To be the world's favorite snack and always within arm's reach." These different perspectives also reflect the quite different positioning adopted by each company. Visit the websites of each manufacturer and review the descriptions of the company, its mission, and its values. Do you believe these two disparate mission statements reflect what the firms do and how they are portrayed in the media Justify your answer.