It is imperative that companies define their goals in both quantitative and qualitative terms. Here is some food for thought.

1. SELECTED CORPORATE GOALS
QUANTITATIVE
 SALES
 TOTAL (DOLLARS AND UNITS)
 GROWTH
 MARKET SHARE (OF WHAT?)
 CATEGORICAL
 PROFIT
 TOTAL
 PER UNIT (DOLLAR MARGIN)
 AS A PERCENT OF SALES (PERCENTAGE MARGIN)
 CATEGORICAL (STRONG SALES DO NOT NECESSARILY YIELD HIGH PROFITS)
 INITIAL VS. MAINTAINED
 BREAK-EVEN POINT (IMPACT OF PRICE?)
 USE OF EXCESS CAPACITY
 RETURN ON INVESTMENT
 RETURN ON CAPITAL SPENDING
 TIME FRAME (PAYBACK PERIOD?)
 IMPACT ON YEARLY PROFITS
 OWNERS’ EQUITY
 STOCK PRICE
 PRICE
 TRENDS
 DIVIDENDS

2. SELECTED CORPORATE GOALS
QUALITATIVE
 COMPANY IMAGE/POSITIONING
 OVERALL
 BY PRODUCT
 ATTRIBUTES
 CLARITY AND BELIEVABILITY
 DESIRABILITY
 EXCLUSIVITY
 CORPORATE CITIZENSHIP
 INDUSTRY LEADERSHIP
 PRODUCTS (INNOVATION)
 POLICIES
 INDUSTRY PEACE/HARMONY (E.G., NO PRICE WARS)
 LABOR PEACE/HARMONY
 CUSTOMER SATISFACTION (HOW DEFINED?)
 CUSTOMER LOYALTY (HOW DEFINED?)
 BARRIERS TO ENTRY