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    2, SMART Objectives

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    Sabeeh Ul Hassan
    SMART objectives should be specific, measurable, achievable, realistic, and timed. Objectives answer the question of where an organization wants to go and help control marketing plans, motivate teams, and provide a consistent focus. Examples of SMART objectives include increasing market share of sports shoes to 25% by September 2018, raising AIDS awareness in France from 12% to 25% by June 2017, and growing a Brazilian operation from $200,000 to $400,000 between 2017 and 2018. Objectives are distinguished from broader goals and aims by being more precise and quantifiable.

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    2, SMART Objectives

    Uploaded by

    Sabeeh Ul Hassan
    136 views2 pages
    SMART objectives should be specific, measurable, achievable, realistic, and timed. Objectives answer the question of where an organization wants to go and help control marketing plans, motivate teams, and provide a consistent focus. Examples of SMART objectives include increasing market share of sports shoes to 25% by September 2018, raising AIDS awareness in France from 12% to 25% by June 2017, and growing a Brazilian operation from $200,000 to $400,000 between 2017 and 2018. Objectives are distinguished from broader goals and aims by being more precise and quantifiable.

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    SMART objectives should be specific, measurable, achievable, realistic, and timed. Objectives answer the question of where an organization wants to go and help control marketing plans, motivate teams, and provide a consistent focus. Examples of SMART objectives include increasing market share of sports shoes to 25% by September 2018, raising AIDS awareness in France from 12% to 25% by June 2017, and growing a Brazilian operation from $200,000 to $400,000 between 2017 and 2018. Objectives are distinguished from broader goals and aims by being more precise and quantifiable.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    136 views2 pages

    2, SMART Objectives

    Uploaded by

    Sabeeh Ul Hassan
    SMART objectives should be specific, measurable, achievable, realistic, and timed. Objectives answer the question of where an organization wants to go and help control marketing plans, motivate teams, and provide a consistent focus. Examples of SMART objectives include increasing market share of sports shoes to 25% by September 2018, raising AIDS awareness in France from 12% to 25% by June 2017, and growing a Brazilian operation from $200,000 to $400,000 between 2017 and 2018. Objectives are distinguished from broader goals and aims by being more precise and quantifiable.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    SMART Objectives

    How do you make objectives SMART?


    The objective is the starting point of the marketing plan. Once environmental
    analyses (such as SWOT, Five Forces Analysis, and PEST) and marketing audit have
    been conducted, their results will inform objectives. Objectives should seek to
    answer the question 'Where do we want to go?'. The purposes of objectives include:

    To enable a company to control its marketing plan.


    To help to motivate individuals and teams to reach a common goal.
    To provide an agreed, consistent focus for all functions of an organization.
    All objectives should be SMART i.e. Specific, Measurable, Achievable,
    Realistic, and Timed.
    Specific - Be precise about what you are going to achieve.
    Measurable - Quantify your objectives.
    Achievable - Are you attempting too much?
    Realistic - Do you have the resources to make the objective happen (men,
    money, machines, materials, minutes)?
    Timed - State when you will achieve the objective (within a month? By
    February 2018?)

    Some examples of SMART objectives follow:


    1. Profitability Objectives
    To achieve a 20% return on capital employed by August 2019.
    1. Market Share Objectives
    To gain 25% of the market for sports shoes by September 2018
    2. Promotional Objectives
    To increase awareness of the dangers of AIDS in France from 12% to 25% by
    June 2017.
    To increase trail of X washing powder from 2% to 5% of our target group by
    January 2019.
    3. Objectives for Survival
    To survive the current double-dip recession.
    4. Objectives for Growth
    To increase the size of our Brazilian operation from $200,000 in 2017 to
    $400,000 in 2018.
    5. Objectives for Branding
    To make Y brand of bottled beer the preferred brand of 21-28 year old
    females in North America by February 2017.
    There are many examples of objectives. Be careful not to confuse objectives with
    goals and aims. Goals and aims tend to be more vague and focus on the longerterm. They will not be SMART. However, many objectives start off as aims or goals
    and therefore they are of equal importance.

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