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  • Subject area(s): Marketing
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  • Published on: 14th September 2019
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It is a really important job for the managers at Mars to set goals to make clear where the organization or department should go in the future and plan how to get there. However, If you have a poor planning it can really hurt an organization. In this chapter, we are going to talk about planning and goal setting.

What are the goals for the future?

Sustainability goals:

Since there is more pressure through the public, businesses are more focused at combining sustainability and good business practice. As today it is not only about environmental gesture, it makes long-term economic sense. It Is important for Mars that they care about the earth's natural resources. They invested in a direct operation for sustainability, focusing on their factories and offices, which is a strategic goal. By combining business principles with science, they are focusing on three ambitions for the long term. So, it makes clear where they want to be in the future.

o Healthy planet reduce environmental impacts in line with what science says is necessary to keep the planet healthy.

o Thriving people To significantly improve the working lives of one million people in our value chain to help them thrive.

o Nourishing WellbeingTo advance science, innovation and marketing in ways that help billions of people and their pets healthier, happier lives.

Direct goals:

Firstly, an example of a direct goal is to stop all greenhouse gas emissions by 2040. Because they are speeding up our climate change. Secondly, at Mars they have committed to sustainable sourcing by using cocoa, coffeabeans, tea, palm oil, seafood products at the end of the decade which will be 2020 because this will make a different for the planet through their performances.

How do they accomplish their goals?

At mars, they make use of the cost leadership strategy to accomplish their goals. Mars is able to use ingredients that are less expensive than the other competitors and with their high-speed production line they are decreasing their costs. Even though, they can undercut the competitor's prices they still offer quality and earn a reasonable profit. Another reason to accomplish their goals is that they are working with others and they create a globalization strategy throughout the whole world. For example, they are making more responsible decisions together and they are working with customers, supplies, associates, government etc. It is Mars' commitment to reduce the impact of the materials they use, have respect for the human rights and help the farmers to get out of poverty.

The most important goal/strategy/plan for Mars is that they work with the five principles of Quality, Responsibility, Mutuality, Efficiency and Freedom. These principles set them apart from others, requiring that they think and act differently towards their associates, their brands and their business. If they set specific targets or goals they make use of these principles in all the 73 countries. Due to the principles, it gives their company new opportunities, high productivity and efficiency.


Organizing is the deployment of organizational resources to achieve strategic goals. At the planning part in this assignment we have talked about ‘what are the goals' in this chapter we are going to talk about ‘how to do it' and how the company is organized. If you have a good organizational structure in your organization, it will not only reduce stress but also it will save time, you will have a good customer service and you will have motivated employees.

Designing organization structure

At mars, they have a clearly organizational structure with an organizational chart. On top of the organizational chart there is a talented global management team led by Grant F. Reid, office of the President. They have a Board of Directors which is advised by four external Board advisors. They are taking care of the everyday operations. As well as the management team, the chain of command of Mars company is also very clear. In fact, it is an unbroken line of authority that links all employees in an organization and shows who reports to whom. They have a good organization structure and everyone knows who is doing what. They have several management teams that are responsible for different departures like the corporate affairs, supply, research, development, marketing, customer officer etc. These managers are also responsible for the authority and the accountability in the organization.

A successful thing about the organizing part of Mars is that they do not have a wide span of management because they are working with a team at the headquarters that consist of thirty persons. Their effectiveness stems from their placement of virtually from all the staff people in the company.  

To achieve the goals, they are making use of centralization. The decision authority is located near the top of the organization. The top management does the most major decision making because they have a more complete picture of what the organization is facing both internally and externally. Managers only provide employees with the right to make their own decisions when it comes to their own field of expertise but the consensus is more important than authority.

Managing change and innovation

At mars, they are very busy with innovation to have a meaningful and lasting impact. In 2013, they set up a corporate innovation function, who is responsible for the innovation projects. Each project is guided by a cross-functional team. They are making use of the horizontal linkage model. This means that there are different departures at Mars to come up with new products and technologies. Examples are: going 100% renewable, setting the standard for sustainable rice, creating a sustainable supply of raw materials and advancing food safety and security.

Managing Human Resources

Human resources are very important for your company because as the manager you want to ensure the effective and efficient use of human talent to accomplish organizational goals. At Mars, they believe in the employees and they want to make sure that they develop their talents, and to grow and learn for your own career. Because of that they have started People and Organization. They are there to help the employees to make their careers mean more for themselves, more for the company and their communities. The company its aim is to make the organization seem like a highly desirable place to work. Due to this reason, the organization is working on a good employer brand.

To create a good environment for the employees they have set up the Mars University to give an opportunity to develop talent and set your goals as high as you can. The employees are learning from courses, mentors and from having the change to practice it in the real world. For instance, this is a really good example of corporate university because Mars offers an in-house training and education for their employees.

Managing diversity

At mars they value difference, to increase that, they are creating a culturally sensitive workplace for everyone. The employees feel accepted as members of the team and their unique talents are appreciated. They do not believe in glass ceiling at Mars because they are moving toward gender equality. The number of women is increasing with an average of 1% each year and they are now at 41%.

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