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Unit 3: Defining Mission, Goals and Objectives

5. Derived Goals: These goals relate to derived or secondary areas like contribution to political Notes
activities, promoting social service institutions etc.

3.8.2 Objectives

Objectives are the results or outcomes an organisation wants to achieve in pursuing its basic
mission. The basic purpose of setting objectives is to convert the strategic vision and mission
into specific performance targets. Objectives function as yardsticks for tracking an organisation’s
performance and progress.

Characteristics of Objectives

Well – stated objectives should be:
1. Specific
2. Quantifiable
3. Measurable

4. Clear
5. Consistent
6. Reasonable

7. Challenging
8. Contain a deadline for achievement
9. Communicated, throughout the organisation

Role of Objectives

Objectives play an important role in strategic management. They are essential for strategy
formulation and implementation because:
1. They provide legitimacy
2. They state direction
3. They aid in evaluation

4. They create synergy
5. They reveal priorities
6. They focus coordination
7. They provide basis for resource allocation

8. They act as benchmarks for monitoring progress
9. They provide motivation

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