Determination of objectives and their characteristics:

In its operations the company must define corporate goals based on which will then define their corporative objectives and level strategic business units and marketing purposes. Most common corporate objectives are the following:

Profitability. Companies from developed countries in the world, is the most important goal of profitability. this purpose is commonly expressed as absolute amount of profit, as earnings per share, the rate of return on invested capital. Profitability commonly measured annually, but can be measured even for three months, or even daily. Goals related to profit shall be determined on the basis of profit in previous years.

Growth. According to a survey done in the United States, the second order according to importance after profitability growth. Growth can be achieved in two ways: internally or through acquisition. High growth rates are usually achieved second way. Many business people believe that growth is closely related to the size of the enterprise.

Value to shareholders. The company belongs to the rightful owners and shareholders. Management of the enterprise should increase the market value of the company. But it can not be achieved if the company led by weak managers without enough know-how to do so. It follows that the increase in value for shareholders is more a result than the goal and the result of management's ability to successfully and properly selecting strategy.

Satisfaction of customers. Achieving customer satisfaction is what actually generates profit for the company because the dissatisfied customer will buy the product again, which in turn will lead to reduced sales and reduced profits. So, in the center of the attention of customers and their needs and desires, and therefore customer satisfaction is an integral part of the mission.

Other purposes. Despite the foregoing, the company may have other objectives, such as operational objectives related to production quality and productivity, innovation related to product improvement, goals aimed at employees, social objectives, environmental objectives as concern about pollution etc..