(Zagotta & Don, 2008, Issue 5)
This mission is will be very successful in the communication of the strategy by use of mantra. The mission statements are also very well articulated to plan the strategy results rather than planning the activities. The Mission Statement has also clearly planned what Black Leisure's group will not do so that they avoid doing everything and finally end up not achieving anything. (Zagotta & Don, 2008, Issue 5)
By mentioning the various sections that will be target for growth, the mission has taken the first step to open up to the organization. By use of the annual financial results and the quarterly feedback, these mission statements will be able to give feedback on the progress. Finally the whole statements has laid a foundation for a virtuous circle of improvement and implementation by the way it has been laid out. (Zagotta & Don, 2008, Issue 5)
According to H. Ansoff (1988), there are two fronts that Black Leisure can adopt as marketing strategies to develop their objectives. These are the markets and products. Since Black Leisure has an existing market of outdoor retailing activities and existing product of clothing wear and Boardwear, they should concentrate to enhance the brands they have such as Peter Storm, One Earth, Eurohike, Storm Shield, Rarespecies, ALS, Technicals, O'neill, Freespirit and 100%MAMBO. They should have objectives of expanding the market turnover that is currently at 298.3 million and operating profit that had declined to 1.6 million due to poor brand sales force.(Ansoff, 1988, chapter 6.) (BernStein, 2007, p. 4)
Black Leisure have an existing clothing brand product that they consider offering to new markets within and outside UK. These new market segments should be concentrate on youth style brands objectives, show fashion innovations, and have high sporting technology. They should also objectives that are focused on Boardwear and latest rebalanced wears that can be used for varied sport operations. (Ansoff, 1988, chapter 6.) ( BernStein, 2007, p. 8)
Black Leisure Group have may be having a new product such as Outdoor and Boadwear clothing and an existing market such as skiing, mountaineering, walking and many others. The strategy should be to having objective of mixing the brands wear such as promoting a Freesprint Clothes and O'neill shoes; Storm Shield jackets combined with One Earth boots; Freesprint Sport shoes and ALS tracksuit and any other new mixes possible. (Ansoff, 1988, chapter 6.); (Bernstein, 2007, p. 6).
Finally, Black Leisure have will need to formulate new products such as parachutes, goggles pressure pads and for new markets such as sky diving. This is becoming a popular sport activity whose objective will be to diversify the current product availabilities and capabilities with the customers being able to explore new geographical