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.

Planning effective marketing strategies for a target audience
adidas logo

Discover how adidas used strategy theory to prosper in the sportswear industry by downloading our premium case study.

Leading a revolution in banking
Intelligent finance logo

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

Creating a winning marketing mix
JD Sports logo

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

Using sports marketing to engage with consumers
Kia Motors logo

Discover how Kia Motors employed strategy theory to succeed in the automotive industry by downloading our premium case study.

The use of social media in promotion
National Trust logo

Learn how National Trust used strategy theory to thrive in the non-profit industry by downloading our premium case study.