This document discusses organizational objectives and provides examples. It defines objectives as long-term goals that a business aims to achieve and explains why they are important in providing guidance and direction to an entire organization. Objectives are part of a hierarchy that includes the corporate mission, vision, objectives at different levels (divisional, departmental, individual). Examples of objectives include increasing shareholder returns through business expansion or achieving a certain level of sales from new products within a time frame. The document stresses that objectives should be clear and agreed upon to guide a business in the direction its leadership wants it to take.

1. creation
Business and
management
20
session
August-December 2013: Jonathan Colín Pichardo

2. Organizational objectives
Organizational Objectives

3. • What do you understand by the term
objective?
• Do you think is important that Chipotle
should have clear objectives? Explain
• Why do you think the Chipotle CEO is thinking
of changing the objectives for their business
over time?
Organizational Objectives

4. • You should set clear objectives
• Sometimes their are not formalized
• Agree on the direction their business should
take
Organizational Objectives

5. Why are they important?

6. Why are they important?

7. Long-term goals which a
business hopes to achieve.
What is an AIM?

8. “To increase shareholder returns
each year through business
expansion”
What is an AIM?

9. Provide guidance to the whole
organization, not just part of it.
What is an AIM?

10. Aim
Mission
Corporate
Objectives
Divisional Objectives
Departamental Objectives
Individual Targets
Why are they important?

11. Express the corporate in one sort
paragraph
What is an AIM?

12. Express the corporate in one sort
paragraph
What is an AIM?

13. Accomplish
Mission

14. What is our
purpose,
why do we
exist?

15. Which are our core values?
Deliver WOW Through Service
Embrace and Drive Change
Create Fun and A Little Weirdness
Be Adventurous, Creative, and Open-Minded
Pursue Growth and Learning
Build Open and Honest Relationships With
Communication
Build a Positive Team and Family Spirit
Do More With Less
Be Passionate and Determined
Be Humble

16. What makes us

17. Our mission:
to inspire and
nurture the human
spirit, one person,
one cup and one
neighborhood at a
time.

18. Google’s mission is to
organize the world‘s
information and make
it universally
accessible and useful.

19. Shared
Vision

20. A brilliant new business strategy won't succeed
unless employees are stoked about the idea

21. —Creating a picture of what success will
be at a particular time in the future—

22. Mission vs Mantra

23. “The mission of Wendy’s is to
deliver superior quality products
and services for our customers and
communities through leadership,
innovation, and partnerships.”
Mission vs Mantra

24. • If I were the CEO of Wendy’s, I would establish a
corporate mantra of “healthy fast food.” End of story.
• Federal Express: “Peace of mind”
• Nike: “Authentic athletic performance”
• Target: “Democratize design”
• Mary Kay “Enriching women’s lives”
• The ultimate test for a mantra (or mission statement) is
if your telephone operators (Trixie and Biff) can tell you
what it is. If they can, then you’re onto something
meaningful and memorable. If they can’t, then, well, it
sucks.
Mission vs Mantra

25. • To increase annual sales form $1 billion to $2
billion in five years.
• To enter a new market every 18-24 months
• To achieve 30% of sales each year from products
not in the company’s product line five years
earlier
• To be the lowest cost, highest quality producer in
the household products industry
• To achieve a 15% average annual growth in sales,
profit and earnings per share
Activity