Objectives Have To Be Clearly Declared

In the past review, strategy is called as a “driver” for marketing programs. This review will illustrate objectives as the destination that must be reached by overall marketing team. The word “objectives” in this review refers to marketing objectives. Marketing objectives must be clearly declared and measurable. Objectives statement will be followed by certain strategy. A set of actions have to prepare for objectives achievement. The blur and not measurable objectives may cause difficulty in actions planning.

Marketing objectives is a breakdown view of overall company objectives. Marketing objectives was designed collectively with financial strategy, operation strategy, and human resource strategy. The four strategies have to fit each other. For example, when top level manager have been declared to increase market share, marketing manager will think about penetration both in the existing market or new market, both existing product and new product. The marketing objectives have to explain the amount of product penetration in fix point. It may be the amount of items or percentage rate. Strategy will be developed according to the target. Following SWOT analysis will influence strategy development. The objectives are also followed by a time period that explains when the target has to be achieved. Objectives are not direction, objectives are destination.