Strategy illustration Strategy theory

Setting aims and objectives

An objective is the end or ends that an organisation is trying to achieve. Typically, objectives will be set at a number of levels, e.g:

SMART

Objectives, wherever possible, should beSMART i.e:

Specific - clear and easy to understand.

Measurable - i.e. able to be quantified.

Achievable - possible to be attained.

Realistic - not 'pie in the sky'.

Time bound - associated with a specific time period.

Public sector organisations like the Inland Revenue set objectives for service, such as processing customers tax returns within a given time period.

Private sector organisations like Kelloggs might set objectives for customer satisfaction, and effectiveness in handling customer orders within a given time period. Visit Kelloggs

Objectives are the ends to be achieved, whereas the strategies or plans are the means to achieve these ends.


Supporting Documents

These downloads will help to put strategy theory into context using real world examples from real businesses.

Meeting customers' needs
Travis Perkins logo

Discover how Travis Perkins used strategy theory to succeed in the construction industry by downloading our premium case study.

Planning effective marketing strategies for a target audience
adidas logo

Learn how adidas employed strategy theory to thrive in the sportswear industry by downloading our premium case study.

Sponsorship as part of the marketing mix
Ford logo

Find out how Ford employed strategy theory to succeed in the automotive industry by downloading our premium case study.

Re-focussing a company's culture and marketing mix
Argos logo

Discover how Argos used strategy theory to thrive in the retail industry by downloading our premium case study.

The marketing mix in the food industry
McCain Foods logo

Find out how McCain Foods applied strategy theory to prosper in the food & drink industry by downloading our premium case study.