Mission statement: statement of the business’s core aims, phrased in a way to motivate employees and to stimulate interest by outside groups vision.
Statement: statement of what the organization would like to achieve or accomplish in the long term.
Corporate aims: long-term goals which a business hopes to achieve.
Divisional/operational objectives: short-term goals/targets or medium-term goals/targets usually specific in nature which must be achieved for an organization to attain its corporate aims.
Operational objectives should be “SMART”
Links between objectives and strategies
Difference between strategies and tactics
Profit maximization: producing at the level of output where the greatest positive difference between total revenue and total costs is achieved.
Profits are essential for rewarding investors in a business and for financing further growth and are necessary to persuade business owners and entrepreneurs to take risks.
Profit satisficing: aiming to achieve enough profit to keep the owners happy, but to work flat out to make as much profit as possible.
The growth of a business (in terms of sales or value of output) has many potential benefits for the managers and owners:
Increasing market share indicates that the marketing mix of the business is proving to be more successful than that of its competitors.
Survival
Maximizing short-term sales revenue could benefit managers and staff when salaries and bonuses are dependent on sales revenue levels. However, if increased sales are achieved by reducing prices, the actual profits of the business might fall.
Maximizing shareholder value
Ethics: moral guidelines that determine decision making.
Ethical code (code of conduct): document detailing a company's rules and guidelines on staff behavior that must be followed by all employees.
Stakeholders: people or groups of people who can be affected by, and therefore have an interest in, any action by an organization.
Corporate social responsibility (CSR): this concept applies to those businesses that consider the interests of society by taking responsibility for the impact of their decisions and activities on customers, employees, communities and the environment.
Social audit: independent report on the impact a business has on society. This can cover pollution levels, health and safety record, sources of supplies, customer satisfaction and contribution to the community.
Factors determining corporate objectives