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 in growth markets - online gaming
BT logo

Learn how BT used strategy theory to succeed in the telecommunications industry by downloading our premium case study.

The use of social media in promotion
National Trust logo

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

The marketing mix in the food industry
McCain Foods logo

Discover how McCain Foods used strategy theory to succeed in the food & drink industry by downloading our premium case study.

Meeting customers' needs
Travis Perkins logo

Learn how Travis Perkins applied strategy theory to prosper in the construction industry by downloading our premium case study.

Using the marketing mix in the fashion industry
Ben Sherman logo

Discover how Ben Sherman applied strategy theory to succeed in the fashion industry by downloading our premium case study.