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1.3 Organizational Objectives SL&HL
Transcript of 1.3 Organizational Objectives SL&HL
importance of setting objectives
mission and vision statements
objectives, strategies and tactics
conflicts with corporate objectives
corporate social responsibility
HL - changing objectives over time
HL - social responsibility and change
"Objectives are not fate they are direction. They are not commands, they are commitments. They do not determine the future; they are the means to mobilize the resources and energies of the business for the making of the future."
Common Business Objectives
All firms will consider the following objectives important. They are termed traditional as they form the natural starting point for all organizations whether large or small.
These objectives will depend on the age of the firm and the prevailing external environment.
Growth (market share)
Profit satisficing - achieve enough profit to make owners happy but not making as much profit as possible.
Strategic and Tactical Objectives
Aim are general statements of what a business intends to achieve or wants.
are statements of specific outcomes that need to be achieved to reach the goal.
is a plan of what a business is trying to achieve.
is more short term and is the "how" to achieve the strategic objective.
Tactics - getting the job done
Strategies - the path to success
Objectives - bring goal to life
Aim, objectives, strategies, tactics:- What's the difference?
Mission and Vision Statements
is a way of defining briefly and succinctly the reason for the business's
Nokia - Connecting people has always been and continues to be, our reason for business.
Google - To organize the world's information and make it universally accessible and useful.
defines where the company sees itself moving to in the
Heinz - Our vision, quite simply is to be the world's premier food company, offering nutritious, superior tasting foods to people everywhere.
Ford - Our vision is to become the world's leading company for automotive products and services.
Why do companies create and utilize mission and vision statements?
It can help clarify in the minds of stakeholders the purpose of the business. This could have important considerations for both current and potential customers, investors and suppliers.
A vision can reassure shareholders that the business is forward looking and willing to create and pursue new opportunities.
However, the mission and vision must be credible and realistic in the minds of the stakeholders too. A common criticism is that they they can be too vague and imprecise.
Starbucks mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
"Our [Amazon's] vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online."
(Quoted from Amazon.com)
Compare and contrast one company to DIS in terms of:
Vision and mission statement
An ethical objective is a deliberate attempt on the part of the company to take a position which is viewed as morally correct and appropriate in the eyes of the stakeholders.
Ethical - reducing pollution by using more environmentally friendly processes, increased recycling of waste materials, fairer conditions of trade.
The Body Shop was one of the first companies to take an ethical stance against animal testing, Fair Trade, the environment and ethical trading.
+ Pressure groups reduced
+ Employees are motivated and will stay longer.
+Less Legal issues
+Easier to seek finance
- Increased compliance costs and therefore lower profits.
- It can be difficult to find suppliers who have the same ethical stance.
- Shareholders conflicts.
Corporate Social Responsibility
CSR applies to those businesses that consider the interests of society by taking responsibility for the impact of their decisions and activities on customers, employees, communities and the environment.
CSR is further complicated when dealing with businesses that operate on a global scale in different countries. What is acceptable in one country may be undesirable in others.
Benefits and Drawbacks of CSR
image is improved with a green or socially responsible approach. (Competitive advantage)
attracting motivated employees who want to work for a socially aware business.
no bad publicity and pressure group action
could have better relations with workers, suppliers, customers and local community
costs could increase
shareholders may not accept lower profits in the short term.
loss of cost and price competitiveness if rivals are NOT CSR and have lower costs
consumers may pay higher costs for CSR but NOT during economic recessions
could be "back lash" if claims to be socially responsible are found to be false
Environmental and Social Audits
An audit simply means an independent check. This is more commonly known in connection with the accounts of a business
- assesses the impact of a businesses impact on the environment.
Examples: The Body Shop http://www.thebodyshop.com.au/Content.aspx?Id=104
- an independent report on the impact a business has on society. This can cover pollution levels, health and safety records, sources of suppliers, customer satisfaction and contribution to the community.
Rating Mission Statements
Changing Business Objectives - HL
Businesses can change their objectives over time.. These changes will be in response to internal factors such as resource constraints or external factors such as changes in the social and economic environment. Some of the more significant reasons for businesses changing their objectives include:
A business may have satisfied the survival objective and now needs to pursue objectives of growth o increased profit.
An important senior manager who was in charge of international expansion might leave and a temporary focus on the domestic market may be needed until a replacement is found.
The external competitive market or economic environment may change. If a powerful rival enters the market or an economic recession may lead a firm to switch from growth to survival.
A short-term objective of growth in sales may be replaced by a longer term objective of maximizing profits from higher sales.
Firms need to be flexible enough to be adapted to reflect internal or external changes but they should not be changed too dramatically or frequently. Before making a significant change to objectives, senior managers need to consider:
Is the change significant and long enough to warrant a change in objectives?
What would be the risk of not changing the objective?
What would be the cost and other consequences of new business objectives for the business and its staff.
How can change objectives - and the strategies needed to achieve them - be effectively managed withing the business?
Changes in corporate responsibility
Attitudes towards corporate responsibility have changed over time. The standards that companies are expected to reach are determined by societal norms and in most countries, these now focus on stakeholders rather than shareholders.
The main reasons for changing corporate approaches to social responsibility include:
Increasing publicity from international pressure groups that use the internet to communicate, blog, raise funds and organize protests.
The UN Millennium Development Goals (agreed by 120 countries) include "environmentally sustainable growth".
Global concerns over climate change and the impact this could have on social and economic development is forcing companies to confront the climactic consequences of their actions and investments.
Legal changes at local, national and EU level have forced businesses to restrain from certain practices.
Changes in Corporate Strategies
The changing corporate strategies of the world's mining companies are an excellent example of how firms may adopt different strategies towards their social responsibility in response to pressure.
In the 1970s and 1980s many mining companies signed mineral extraction deals with undemocratic political regimes. Environmental concerns were given very low priority and the interests of local or indigenous peoples (displaced by the mine workings) ignored.
It is very different today.
CSR and changes in firm's behaviour
A survey ranking the most ethically perceived brands ( Russell-Walling 2007).
2. Body Shop
3. Marks & Spencer
5. Cafe Direct
3. Procter & Gamble
4. Johnsons & Johnsons
2. Body Shop
5. Corte Ingles
Below are examples of multinationals that that have demonstrated
corporate social responsibility in Canada by supported various
Tim Horton's – Children’s Foundation Camp for underprivileged children.
McDonalds – establishment of children’s charities such as Ronald McDonald House.
Body Shop – Campaigns for protection of the planet and against domestic violence & animal testing.
Corporate Social Responsibility Examples
The Body Shop
On the body shops website look up their ethical audit. Find out their ethical objectives, tactics and strategies
What are the positive and negative aspects of implementing ethical objectives for The Body Shop?
Find examples of companies that display CSR
One of the key reason whey firms change their objectives to due to changes on the external environment.
Comprise a STEEPLE environmental analysis for Dubai
Construct a SWOT analysis for a company of your choice.
1.3 Organizational Objectives
S - O: Growth strategies
S - T: Defusing strategies
W - O: Re - orientation strategies
W - T: Defensive strategies
The Ansoff Growth Matrix
: increases market share, lowest risk, limited by competitors, brand loyalty important, market growth important.
: new market locations or segments. Medium risk, market research needed, local knowledge important, effective distribution needed.
: may be upgrades or new products, research and development important, effective market research, first mover advantage ideal, higher risk than market development.
: high risk, no experience in market, untested new product, effective market research, market analysis, competition analysis.
LQ:To what extent can investment in ethical causes improve profitability.
Explain a STEEPLE
Describe a SWOT
Analyse the impact of ethical objectives
1.3 Organizational Objectives
LO: To be able to analyse growth strategies using Ansoff matrix.
Describe ethical objectives
Analyse CSR strategies
Evaluate firms using Ansoff growth matrix
In groups select companies that have used each of Ansoff strategies and analyse its benefits/risks.
Dairygold Co-operative Society Limited
Sector of business activity
Mission statement and vision statement (objectives)
Analysis of type of organisation
STEEPLE for one location
Apply Ansoffs to its growth strategies
Points 1 - 3