London 2012 - achieving the vision
A London 2012 case study

Below is a list of Business Case Studies case studies organised alphabetically by company. To view more companies, please choose a letter from the list below.

Page 4: Objectives

The London 2012 vision sets out a broad aim for everyone to work towards. The LOCOG values help people to work together to achieve this vision but it is important to break the vision down into more precise objectives. LOCOG's objectives are wide-ranging. It needs to:

  • stage an inspirational Olympic and Paralympic Games for the athletes, the Olympic Family and the viewing public
  • deliver the Olympic Park and all venues on time, to specification and providing for a sustainable legacy
  • maximise the economic, social, health and environmental benefits of the Games for the UK, particularly through regeneration and sustainable development in East London
  • achieve a sustained improvement in UK sport before, during and after the Games, in both elite performance particularly in Olympic and Paralympic sports and grassroots participation.

LOCOG will work collectively with its partners and stakeholders to deliver these individual objectives. These stakeholders include the Olympic Delivery Authority (ODA), sponsors, the government, nations and regions groups, the public and the media. To be effective, objectives need to be SMART. SMART objectives enable an organisation to measure the effectiveness of actions taken and measure achievements. For example, one of the SMART objectives of the London 2012 transport strategy is to have 100% of spectators travel to the Games by public transport, by cycling or on foot.

  • It is specifically related to the transport strategy.
  • It is measurable because it is a target for 100% of spectators.
  • The transport and infrastructure team involved in delivering the objective have agreed to it. In order to achieve this objective the transport infrastructure, particularly in East London where most of the sporting venues are located, is being re-developed in order to support this objective.
  • This ensures that the objective is realistic and can be achieved in time.

This SMART objective helps LOCOG to deliver on its overall objective to 'maximise the economic, social, health and environmental benefits of the Games for the UK, particularly through regeneration and sustainable development in east London' . Key performance indicators help to measure if targets have been achieved. For example, LOCOG can measure how many spectators travel to the Games by public transport, cycling or on foot and then compare it against the objective to see if its target has been met.

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