We don’t want to derive our consumers from anything that isn’t worth having. We only want to bring happiness and a chance to escape onto a nice paradise where they can just get away or to be able to take a volcanic escape by one sip. This mission is then turned into detailed supporting objectives that guide the whole company. (39) We offer one of the purest sources of water and the steam is embedded in every sip with a crisp finish. We want to offer a different way of experiencing vodka and it flavor and just to mostly provide a satisfying way of a new drinking experience. The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them. (40)
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