comparison between goal and objective

1. GOAL and OBJECTIVE
袁天竑
tyuan@gate.sinica.edu.tw
Ver: 2015‐08‐20‐001
2015‐08‐20

2. Merriam‐Webster dictionary
乍看不易分辨的
GOAL
• something that you are trying to do
or achieve
• He set a goal for himself of exercising at
least three times a week.
• Her primary/long‐term goal is to get
a college degree.
• We all share/have a common goal.
• She pursued her goal of starting her
own business.
• The company has instituted several new
policies with the goal of reducing waste.
• Achieve / accomplish / reach / realize a
goal
OBJECTIVE
• something you are trying to do
or achieve : a goal or purpose
• The main/primary objective of
the class is to tach basic typing
skills.
• She’s expanding the business with
the objective of improving
efficiency.
• We've set specific objectives for
each day.

3. OMG Business Motivation Model v1.2pg#23, pg#24
GOAL
• Compared to an Objective, a Goal
tends to be longer term, qualitative
(rather than quantitative), general
(rather than specific), and ongoing.
• A Goal is a statement about a state
or condition of the enterprise to be
brought about or sustained
through appropriate Means. A
Goal amplifies a Vision; that is, it
indicates what must be satisfied on
a continuing basis to effectively
attain the Vision.
OBJECTIVE
• an Objective tends to be short term,
quantitative (rather than
qualitative), specific (rather than
general), and not continuing
beyond its time frame (which may
be cyclical).
• An Objective is a statement of an
attainable, time‐targeted, and
measurable target that the
enterprise seeks to meet in order
to achieve its Goals.

4. Business Plans Kit for dummies
http://www.dummies.com/how‐to/content/set‐goals‐and‐objectives‐in‐your‐business‐plan.html
GOAL
Goals establish where you intend to
go and tell you when you get there.
They help improve your overall
effectiveness as a company —
whether you want to increase your
share of the market, for example, or
improve your customer service. The
more carefully you define your goals,
the more likely you are to do the
right things and achieve what you
wanted to accomplish in the first
place.
OBJECTIVE
Objectives are the specific steps
you and your company need to
take in order to reach each of your
goals. They specify what you must
do — and when.

5. Management Principles, v1.1, Chapter 6
http://2012books.lardbucket.org/books/management‐principles‐v1.1/s10‐goals‐and‐objectives.html
GOAL
Goals are outcome statements
that define what an organization
is trying to accomplish, both
programmatically and
organizationally. Goals are usually
a collection of related programs, a
reflection of major actions of the
organization, and provide rallying
points for managers.
OBJECTIVE
objectives are very precise, time‐
based, measurable actions that
support the completion of a goal.
Objectives typically must (1) be
related directly to the goal; (2) be
clear, concise, and understandable;
(3) be stated in terms of results; (4)
begin with an action verb; (5)
specify a date for accomplishment;
and (6) be measurable.

6. OMG Business Motivation Model v1.2

7. OMG BMM v1.2, BMM Core Conceptspg #18

8. Examples of Goal
OMG BMM v1.2, Table 8.2
Enterprise Goal
EU‐Rent To be a ‘premium brand’ car rental company, positioned alongside
companies such as Hertz and Avis.
EU‐Rent To provide industry‐leading customer service.
EU‐Rent To provide well‐maintained cars.
EU‐Rent To have vehicles available for rental when and where customers
expect them.
Pizza Company To deliver pizzas in an expedient amount of time.
Consulting Company To improve customer satisfaction (over the next five years).
Publishing Company To improve customer satisfaction (over the next five years).
e‐Business Company To have more customers than any other e‐business.

9. Examples of Objective
OMG BMM v1.2, Table 8.3
Enterprise Objective
EU‐Rent By end of current year, be rated by A C Nielson in the top 6 car
rental companies in each operating country within the European
Community.
EU‐Rent By end of current year, be rated by A C Nielsen in the top 9 car
rental companies in all other operating countries.
EU‐Rent By end of current year, to score 85% on EU‐Rent’s quarterly
customer satisfaction survey.
EU‐Rent During 4th quarter of current year, no more than 1% of rentals
need the car to be replaced because of mechanical breakdown
(excluding accidents).
Pizza Company By January 1, 2007, 95% on‐time pizza delivery.
Consulting Company By June 30, 2008, an operational customer call center.
e‐Business Company Within six months, 10% increase in product sales.