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An objective is a goal that needs to be achieved.
Under both UK and EU law, a company must state what it is in business to do this is known as its
overall aim and it can be embodied in a mission statement. This is often a simple and memorable
sentence which explains what the organisation is in business to do and what it wants to achieve. A
mission statement can often be found in the front of a company's annual report and it is, effectively, a
summary of its daytoday activities and longterm objectives, showing a sense of underlying
purpose and direction.
It is often argued that mission statements are best when they are simple and informal. For example:
Ford Motor Company PLC "...is a worldwide leader in automative products and services, as well
as in newer industries such as aerospace and communications. Our mission is to improve continually
and meet our customers' needs, allowing us to prosper as a business and to provide a reasonable
return for our shareholders."
Cadbury Schweppes PLC "...is a major international company with a clear focus on its two core
businesses confectionery and beverages. Our quality brands are bought and enjoyed in more than
110 countries around the world..."
The Body Shop PLC "...to dedicate our business to the pursuit of social and environmental
A good mission statement should be clearly defined, realistic and achievable, and at the same time it
should ensure that the employees' attention is focussed towards the overall company aim.
Mission statements normally express the organisation's objectives in qualitative terms, (as opposed
to quantitative, that is, facts and figures) and many businesses include the following variables in their
mission statement: their number one priority, their product definitions, their nonfinancial objectives
and their overall values and beliefs.
Although many people view mission statements as a focus for employees and for other stakeholders,
they are still viewed by their critics as nothing more than a publicity seeking exercise.
It is important to understand how business ojectives 'fit in' with business aims and strategies.
An aim states what you want
An objectives set out what you need to have achieved to get what you want
A strategy is a course of action which enables you to meet your objectives.
In order for objectives to be effective, they must:
1.provide detail about what specifically needs to be achieved (often in a quantitative form)
2.have a time limit by when they need to have been achieved
3.need to state the necessary resources that they require in order to be met.
Setting clearly defined and realistic objectives will enable many employees to understand exactly
what their job entails and achieving clearly stated objectives might be linked to bonus payments
this can easily act as an incentive and motivator to employees.
Primary and secondary objectives
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A primary objective is an ultimate longterm goal of the business (e.g. survival, profit maximisation,
diversification and growth). They are often referred to as strategic objectives.
A secondary objective is a daytoday objective, and it makes a direct contribution to meeting the
primary objectives (e.g. increase sales by 5% each year, keep labour turnover at less than 4%).
They are often referred to as Tactical objectives.…read more