Objectives and Strategy

Objectives
Make your goals and objectives specific, realistic and rewarding
Avoid being too global with your goals and objectives; you want your employees to clearly understand what's expected of them.
Unrealistic goals and objectives are never motivating. The successful plan consider just goals and objectives that are challenging and attainable within a realistic timeframe. The Board of Directors should keep in mind that people are motivated to attain the company goals with a reward in sight.
The goals and objectives section should consider four fundamental key elements:
1. First is about what the company wants to attain.
2. The second is about what the company wants to keep and sustain.
3. The third is about what the company wants to prevent
4. Naturally the fourth key element is what the company wants to reduce and if possible to remove.
To have success a plan should have reliable financial goals and projections that can be analyzed in detail. Also a strategic plan should discover and reveal the probable threads and state the best strategies for surmounting them.
Strategy
The strategy defines the rules and procedures that will achieve the strategic mission and the strategic goals. The strategy must cover the entire business, all the key development areas, merger or acquisition plans, new products and diversification plans.
Corporate businesses have to define strategic plans for each important level:
1. At Corporate level the strategic plan is defined for CEO and Board of Directors that specifies the structural changes, global policies, the resources and the plans to achieve the strategic goals and objectives.
2. At Business unit or at Strategic Profit Unit level : the competitive strategy thru product differentiation , cost advantage or niche focus.
3. At Functional level for all strategic corporate functions: Marketing, Research, Product Development, Sales, Finance, Legal aspects, Supply and Delivery Management and IT Management.
An important instrument for developing the Corporate strategy is the SWOT analysis. SWOT analysis can help to discover and develop promising strategies by conquering using the strengths, repairing and treating weaknesses, take advantage of all opportunities and preventing threads or even surpassing them.