Objectives are courses of action that one intends to follow, or an aim that guides action. Objectives present the business in terms of the results it needs/wants to achieve in the medium/long term. Aside from presumably indicating a necessity to achieve regular profits, objectives should relate to the expectations and requirements of all the major stakeholders, including employees, and should reflect the underlying reasons for running the business.
These objectives could cover
- growth,
- profitability,
- technology,
- offerings and
- markets.