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.


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Supporting Documents

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

Positioning the brand
Chap Stick logo

Find out how Chap Stick applied strategy theory to thrive in the healthcare industry by downloading our premium case study.

Leading a revolution in banking
Intelligent finance logo

Find out how Intelligent finance used strategy theory to thrive in the financial services industry by downloading our premium case study.

Using sponsorship to increase brand awareness
Infiniti logo

Learn how Infiniti used strategy theory to thrive in the automotive industry by downloading our premium case study.

Live, breathe and wear passion
Diesel logo

Learn how Diesel employed strategy theory to prosper in the fashion industry by downloading our premium case study.

Entering a new market with a new product
Experian logo

Discover how Experian applied strategy theory to prosper in the financial services industry by downloading our premium case study.

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