The Allround Brand

  A mission statement should be brief (a few sentences) and broadly cover what business you are in and why. E.g., AT&T is not only in the long distance business, but also the communications business.  

The below is our company's Background 

ALLSTAR BRANDS' OTC COLD MEDICINE GROUP:

The Allround Brand

The management team at the over-the-counter cold medicine (OCM) group of Allstar Brands just completed its third presentation in the past month to the Pharmaceuticals Division manager regarding the status of the Allround cold medication. It is apparent, from all the attention the team has received, that the Allround brand it manages is of strategic importance to the company. Unfortunately for the team and the company, the fourth quarter performance reports for Allround were not as positive as management expected. Therefore, the OCM team has been under the intense scrutiny of senior management.

Overview

Allstar Brands' Allround product is the market share leader in the over-the-counter (OTC) cold and allergy remedy market. The consistent success of the brand in terms of profitability and sales has made it a critical component of the Pharmaceuticals Division's long-term strategic plan. The division anticipates that the brand's cash flow in the coming periods will allow the company to pursue new opportunities in emerging markets. However, the division manager responsible for Allround has become concerned with the competitive nature of the OTC cold remedy market. In the past three periods, the industry has seen several product introductions as well as major increases in promotional and advertising expenditures. There is concern among senior management that this competitive activity will lead to declining market share and profitability for Allround. The brand has lost one full share point in the last period. Senior management expects that skillful marketing will prove pivotal to the long-term success of Allstar Brands. 

I need one or two mission statement and then give some explanation of something like that. totally about 350 words.

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