BUAD 307
Marketing
Fundamentals

 

 

 

MIDTERM REVIEW

Strategic Objectives

PowerPoint Narration

Setting objectives is part of the strategic planning purpose.  Note that:

  • Although most firms ultimately want to focus in large part on profitability, the desire to maximize profit in and of itself does not differentiate the firm from others.  Relevant questions are how this should be done and which specific steps may need to be accomplished before the firm can explicitly state goals in terms of profit.
  • Objectives may involve other issues than immediate profit or cash flow.   Some of these objectives may, in the long run, lead to profitability—e.g., when the brand in question is more highly regarded by potential customers and when improved efficiency in manufacturing and other operations lead to lower costs.  The PowerPoint slides list some examples of potential objectives.

 

Main Midterm Review Page