Posts Tagged With: objectives

There are 2 articles tagged with “objectives” published on this site.


Goals are a good thing. Without a goal in front of us, we tend to be far less directed in our actions. Without goals, it would be more difficult to measure our progress or the efficacy of our plans. Without goals, we would lack the strong motivation to succeed that is so important to our personal and business lives. Let’s take a look at how we might set goals  into the next business plan we draft.

In the context of a marketing plan, the term “goal” refers to an achievable, positive action consistent with the company’s mission statement. The goal describes a desired outcome. Thus, a goal for ABC Travel might be to “increase the number of clients with which the company works.” Another goal may be to “achieve the highest level of client satisfaction.” Typically, the company will have no more than a few high-level goals. Read the rest of this entry »

Yesterday we looked at the importance of a SWOT Analysis to your 2012 marketing plan. So far, so good, but now our terminology becomes more complicated.  The terms Objectives and Goals are both important in building a marketing plan, but differing experts and schools use these terms in varied ways.  Some use them interchangably, while others reverse their meaning from the way I will use them here.  For the sake of clarity, let’s define each.

For our purposes, the term “Goal” refers to an achievable aspect of the mission statement. The goal describes a desired outcome. Thus, a  goal for ABC Travel might be to “increase the number of clients with which the company works.” Another  goal may be to “achieve the highest level of client satisfaction.” Goals can refer to revenue, “To increase profitability” and to expenses “Trim unneccessary expenditures.”  Typically, the company will have no more than a few high-level goals.  Read the rest of this entry »