Planning and managing organisations/PMAN103/Setting goals, objectives and measures/Matching

Is it a goal, an objective or a measure?

In this section you are going to further explore the differences between goals, objectives and measures. Here is a list of statements. Decide whether each one is a goal, an objective or a measure. Click on each option to see whether you are correct or incorrect and why.

• This year, the organization is aiming to increase its revenues by 25%.
  • Goal
    • Correct. Setting an overall increase in revenue is a broader aim the organization is striving for.
  • Objective
    • Incorrect. This is not precise or measurable enough to be an objective.
  • Measure
    • Incorrect. There are no specific metrics that indicate how this will be measured.
• In the next six months, all our stores will improve their "green" status by launching a program by which customers will be able to return all their packaging for recycling.
  • Goal
    • Incorrect. This is too precise to be a goal.
  • Objective
    • Correct. This is a precise objective, set in time and measurable.
  • Measure
    • Incorrect. There are no specific metrics that indicate how success will be measured.
• This year, the organization will increase its revenues by 25% by increasing its profitability.
  • Goal
    • Incorrect. This is too precise to be a goal.
  • Objective
    • Incorrect. This is close to being an objective as it is precise and measurable but the timeframe is too vague.
  • Measure
    • Correct. The way the goal will be achieved is clearly supported by a metric.
• The organization will increase its revenues by 25% by opening 10 stores in new areas of the continental United States in the next year.
  • Goal
    • Incorrect. This is too precise to be a goal.
  • Objective
    • Correct. This is a precise objective, set in time and measurable.
  • Measure
    • Incorrect. There are no specific metrics that indicate how this will be measured.
• The company has announced its new mission.
  • Goal
    • Correct. A mission statement sets overall goals for the organization.
  • Objective
    • Incorrect. The statement doesn't spell out how the mission will be accomplished so it's not an objective.
  • Measure
    • Incorrect. There are no specific metrics that indicate how success will be measured.

(: There's a problem with the bullet lists.)