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The strategic objectives or strategic lines of a company, institution or organization are the short or medium-term goals that it intends to achieve, within the framework of its different strategies or different scenarios implemented, in accordance with what is established in its specific vision and mission.
It is a set of goals clear, concise, achievable and measurable, which can be translated into a set of actions and concrete decisions, which seek to bring the organization closer to the fulfillment of its mission or its vocation.
That is why the strategic objectives are central to the operation of any company or organization, and from its measurement its performance can be evaluated. The most common method for this is the SWOT (or SWOT): the analysis of the Strengths, Weaknesses, Opportunities and Threats of an organization.
In this way, the strategic objectives define the steps to be followed and mark, in some way, the guideline to follow in carrying out the organizational plans. So it is common for each unit, department or coordination to pursue its own strategic objectives, framed in those of the company as a whole.
Finally, it should be remembered that the term "strategic" comes from military jargon, where combat strategies are used to face a specific enemy in the most convenient way.
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Examples of strategic objectives
- From a shipping company. The strategic objectives of a company in this area may be to increase the frequencies of its trips, the maximization of its operations in national territory or, precisely, to venture into international routes.
- From an environmental non-profit organization. For this type of organization, the strategic objectives will undoubtedly point to the visibility of its activities, for example, in the main international media, or it may simply be a certain number of affiliates and donors committed per semester.
- From a vegetable planting cooperative. This type of organizations with low economic impact also has its strategic objectives very well planned: to increase the yield of crops on a monthly basis, to rotate crops efficiently so as not to exhaust the soil or simply to minimize the amount of merchandise that remains unsold, these can be examples of it.
- From a web design company. The strategic objectives of a company of this type can point to the growth of the client portfolio, the positioning of its work among the most outstanding initiatives in the area or even diversify its services, for example, towards areas of programming, marketing and outsourcing to cover new market niches.
- From a fast food startup. The strategic objectives of any undertaking are usually more or less similar, since they aim at opening up a clientele, promoting the name of the company and transforming the initial investment of the project into profits as soon as possible. However, since we are talking about a fast food one, we may have to include objectives regarding the nutrition of your clientele, the responsible disposal of waste and other similar aspects.
- From an educational institution. A private school, for example, or an institute for adult studies, will point in the conceptualization of their strategic objectives to tasks more of maintenance, supervision and acquisition of new teaching professionals, than to the conquest of markets or commercial expansion. However, those objectives can be as difficult or more difficult than those of a company.
- From a literature publisher. Both independent publishers and large publishing consortiums compete to obtain the works of the best authors, make them visible in the readers' market and maximize sales through promotion and public relations. All of this will undoubtedly lead to the establishment of specific strategic objectives, such as joining a specific author, starting a new collection or successfully participating in an important book fair.
- From a bottle factory. This type of industry will pursue strategic objectives that allow it to optimize the manufacturing process, obtain greater dividends from the commercialization chain and, in the same way, train, protect and maintain its personnel in optimal conditions. An example of strategic objectives might be the acquisition of more modern machinery, or the speedy replacement of workers who left.
- From a technology company. Let's assume for this example that you are dealing with a cell phone company: your strategic objectives will undoubtedly point to innovation (developing new and more eye-catching models), marketing (increasing the company's media presence) and human resources (promote specialization and growth of workers).
- From a bank. The strategic objectives of a medium-sized bank will be diverse, depending on the broadness of its interests (an agricultural bank is not the same as a transnational bank and insurer), but in general we can assume that they will include the growth of the portfolio of clients and investors. , the generation of massive dividends from the loan processes, etc.
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