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COMMUNICATIONS OBJECTIVES SMART Objectives
How do you make objectives SMART? SMART objectives are simple and quick to learn. 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 SMART objectives. SMART objectives should seek to answer the question 'Where do we want to go?'. The purposes of SMART objectives include:
The Purpose of SMART objectives 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.
 SMART…. 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?)
Examples of SMART Objectives
Profitability Objectives  Profitability Objectives To achieve a 20% return on capital employed by August 2019.
Market Share Objectives Market Share Objectives To gain 65% of the market September 2014
 Promotional Objectives To increase trail of Scrub Brite & Easy Scrub from 2% to 32% of our target group by January 2012. Where we want to be Where we are now
Objectives for Survival To survive the current double-dip recession
Objectives for Growth To increase the size of our Nigerian operation from $200,000 in 2010 to $400,000 in 2012.
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.
Footnote There are many examples of SMART objectives. Be careful not to confuse objectives with goals and aims. Goals and aims tend to be more vague and focus on the longer-term. They will not be SMART. However, many SMART objectives start off as aims or goals and therefore they are of equal importance
Dotun adelaja adelaja.adedotun@yahoo.com: adelaja707@yahoo.com

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Communications objectives.ppt

  • 2. How do you make objectives SMART? SMART objectives are simple and quick to learn. 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 SMART objectives. SMART objectives should seek to answer the question 'Where do we want to go?'. The purposes of SMART objectives include:
  • 3. The Purpose of SMART objectives 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.
  • 4.  SMART…. 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?)
  • 6. Profitability Objectives  Profitability Objectives To achieve a 20% return on capital employed by August 2019.
  • 7. Market Share Objectives Market Share Objectives To gain 65% of the market September 2014
  • 8.  Promotional Objectives To increase trail of Scrub Brite & Easy Scrub from 2% to 32% of our target group by January 2012. Where we want to be Where we are now
  • 9. Objectives for Survival To survive the current double-dip recession
  • 10. Objectives for Growth To increase the size of our Nigerian operation from $200,000 in 2010 to $400,000 in 2012.
  • 11. 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.
  • 12. Footnote There are many examples of SMART objectives. Be careful not to confuse objectives with goals and aims. Goals and aims tend to be more vague and focus on the longer-term. They will not be SMART. However, many SMART objectives start off as aims or goals and therefore they are of equal importance