Objectives & strategy

UNIT1
 Objectives
• Mission is the biggest and most important thing to
be accomplished. It is our reason for existence.

Mission Objectives are the desired results or

outcomes that are to be accomplished during
planned period.

Objectives may be:

1. Strategic objectives
2. Tactical objectives
3. Operational objectives
 Objective setting
• Objectives are the prime drivers of a Company for
its performance & results, and therefore these
should be set after careful thought & deliberation.
• It is the end result/end point, something that you
aim for, & try to reach.

• Objectives should be expressed in SMART terms.

Mission vs. objectives
 Mission Objectives
• Objectives are more focussed &
• The mission of an organization is a
specific and have a clear time
very big, long-term end-result & is
frame or period during which they
more generalized.
should be fulfilled.

• Mission statements r qualitative

• Objectives are quantative.
• Mission is described more in terms
• Objectives should be measurable in
of non-financial achievements such as
terms of results like %of profit
markets served, technology used, etc .
growth, etc.
• Objectives should follow from the
• First mission statements are framed mission statements.
& objectives are derived from it.
• Objectives focus more on near
• Missions have a more long term future future or present short term
orientation than objectives.
scenarios.
• Mission is bigger than objectives
• Objectives are smaller than a
mission.
• There is usually only one mission.
• There can be many objectives in
order to achieve a mission.
 Objectives strategy
• Strategy is a thoughtfully constructed plan how to
achieve the mission & objectives.
• We often talk about people who are good
strategists. These are people who excel at devising
schemes and plans and courses of action to achieve
the desired result.
• As you advance in the ranks of account
management you move from being more of a
“doer” (execution, tactics) to being more of a
“thinker” (developing strategies to achieve
objectives and solve problems).
• Mission - To make the XYZ company largest seller of
premium candy

• Objectives/Goals - Achieve share of market

leadership in the premium candy segment.
- Be known as the most expensive candy, but worth
it.

• Strategy - Convince consumers that XYZ candy is the

best premium candy by using high-end celebrity
endorsers.