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.

Using the marketing mix to drive change
Parcelforce Worldwide logo

Learn how Parcelforce Worldwide employed strategy theory to thrive in the logistics industry by downloading our premium case study.

The use of social media in promotion
National Trust logo

Discover how National Trust employed strategy theory to succeed in the non-profit industry by downloading our premium case study.

Balancing the marketing mix through creative and innovative strategies
Kellogg's logo

Discover how Kellogg's applied strategy theory to prosper in the manufacturing industry by downloading our premium case study.

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

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

Creating a winning marketing mix
JD Sports logo

Discover how JD Sports applied strategy theory to thrive in the retail industry by downloading our premium case study.