Mission statement from case study

Gousto’s stated mission is to “to become the most-loved way to eat dinner. Delivering precise ingredients and delicious recipes, directly to homes, we harness technology to offer families a new, better way to shop and cook.” Drawing on evidence from the case study evaluate their mission statement against the ‘six successful tests of a mission statement’ (Wilson and Gilligan, 2005). (30 marks)
In its fundraising round in the summer of 2019, Gousto raised around £30m additional investment through private equity firm Perwyn; taking its total external investment to about £100m. What might have been the advantages to Gousto in raising investment in this way in comparison to other alternatives? If further investment is needed in the future, what reasons might cause Gousto to move to an initial public offering? (25 marks)

question1: This question asks to evaluate Gousto’s mission statement.Mission, vision and values are covered in The marketing concept’ by Harris (2017) and other source is Wilson and Gilligan’s “six tests of a successful mission statement”.. This will provide the framework for the evaluation, but it is important to support the answer with appropriate evidence from the case.
question2: approaches to financial funding, ‘Raising finance – small and medium-sized organisations’ (Oliver, 2017).This question is asking you to consider the benefits of raising additional money through private equity. Are also asked to give reasons why Gousto might consider an ‘initial public offering’ to raise further funds in the future, should support your answer with evidence from the case study

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