Page 22 - BA1 Integrated Workbook STUDENT 2018

Chapter 2

1.4 Vision statements

Vision statements outline the ideal position that the organisation wishes to
reach within the medium to long-term. It is, essentially, the longer-term
aspirations of the organisation.

While they give the organisation a goal to work towards, they have many of the same
drawbacks as mission statements.

1.5 Objectives

These are specific targets that the organisation can set itself to ensure that
it is on course to meet its mission/vision. To be useful, objectives need to
be SMART.

 Specific – clear and easy to understand.

 Measurable – must be able to accurately measure.

 Attainable – it is pointless to set unachievable targets.

 Relevant – must be appropriate to the mission and stakeholders.

 Timed – have a time period for achievement.

Objectives can typically be classified as long-term vs short-term, or primary vs
secondary. It is important that these do not contradict each other.

Illustrations and further practice

Now review Illustration 1 and TYU 1, 3 and 4 in Chapter 2 of the text.

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