Professional Documents
Culture Documents
Objectives & Goals
Objectives & Goals
Objectives & Goals
Marketing
Objectives
and Goals
Mission
Policy
Objective
Goal, and
Strategic
Direction
Frustrations, Disappointments,
Uncertainties When Dealing With
Objectives
Formulating Corporate
Strategic Direction
It frequently starts out fuzzy and is refined through a
process of trial and error
1. a need for change is recognized.
Formulating Corporate
Strategic Direction
It frequently starts out fuzzy and is refined through a
process of trial and error
SBU Objectives
An SBU is defined as a unit comprising
one or more products having a common
market base whose manager has
complete responsibility for integrating all
functions into a strategy against an
identifiable external competitor
Unlike Corporate Strategic Direction, the
SBU objectives is sharp-focussed and
relates to the purpose for which it is
created.
Product/Market Objectives
Product/market objectives may be defined
in terms of profitability, market share,
technological leadership, social
contribution, or growth.
Most businesses state their product/market
purpose through a combination of these
terms.
Some companies, especially very small ones,
may use just one of these terms to
communicate product/market objectives.
Usually, product/ market objectives are stated
at the SBU level.
Process of Setting
Objectives
A company should start with three levels of goals:
easily attainable,
Most desirable, and
optimistic.