MKTG
Class 6b - Objectives.pptx

Is this even possible can the objective impact the

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Is this even possible? Can the objective impact the situation? Does the team have the necessary knowledge, authority and skill?
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Time Bound When will this objective be accomplished?
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Objectives and Strategies Strategy : HOW the objectives are to be achieved. The guidelines, themes, approaches, and areas of activities necessary to achieve the stated objectives Rationale for planned activities and programs used to create the conditions described by the objective
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Corporate Objectives What is top management committed to and expecting to accomplish? The “top down” Financial (revenue, profit, ROI, cost control, P- E Ratio, EPS, venture capital, IPO) Non-financial/societal/social responsibility Growth/expansion Product lines Image/reputation (corporate marketing or branding)
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Marketing Objective Product mix Price/value Distribution Sales Revenue/Profit Market share Profitability (?) Market segment Growth Expansion Brand/image Social responsibility Return on Investment WHAT each product/service division, profit and loss center or SBU is committed to accomplish
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Good Objectives Increase awareness by 50-75% amongst women in the San Jose area by the end of 2016 Collaborate with at least 50% of high schools and colleges in San Jose by the end of 2016 Double the number of volunteers by the end of 2016 13
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Where to Start Review of Situation Analysis Be guided by the SWOT and sales objectives Understand the relationship with other functional corporate strategies Create an integration of strategies, coherence that compliment each other in achieving broader organizational objectives
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OBJECTIVES Professor Charles Byers
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