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  1. business-and-its-environment

    enterprise
    6 主题
  2. business-structure
    6 主题
  3. size-of-business
    3 主题
  4. business-objectives
    3 主题
  5. stakeholders-in-a-business
    2 主题
  6. external-influences-on-business
    12 主题
  7. business-strategy
    10 主题
  8. human-resource-management
    human-resource-management-hrm
    8 主题
  9. motivation
    4 主题
  10. management
    2 主题
  11. organisational-structure
    5 主题
  12. business-communication
    5 主题
  13. leadership
    2 主题
  14. human-resource-strategy
    3 主题
  15. marketing
    the-nature-of-marketing
    7 主题
  16. market-research
    3 主题
  17. the-marketing-mix
    6 主题
  18. marketing-analysis
    5 主题
  19. marketing-strategy
    3 主题
  20. operations-management
    the-nature-of-operations
    3 主题
  21. inventory-management
    2 主题
  22. capacity-utilisation-and-outsourcing
    1 主题
  23. location-and-scale
    2 主题
  24. quality-management
    1 主题
  25. operations-strategy
    4 主题
  26. finance-and-accounting
    business-finance
    2 主题
  27. sources-of-finance
    3 主题
  28. forecasting-and-managing-cash-flows
    1 主题
  29. costs
    4 主题
  30. budgets
    1 主题
  31. financial-statements
    4 主题
  32. analysing-published-accounts
    6 主题
  33. investment-appraisal
    2 主题
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Marketing objectives

  • Marketing objectives are clear, measurable targets that guide a business’s marketing efforts

  • Marketing objectives can help a business in several ways

    • Give direction

      • Teams know exactly what to aim for, avoiding untargeted campaigns that have little chance of success

    • Allow measurement and learning

      • The results of marketing activities can be compared with the objective and improved next time

    • Help win budget and support

      • Clear, data‑backed objectives can reassure senior managers and investors and motivate employees

Examples of marketing objectives

Focus

Definition

Example

Sales volume

  • The number of units sold by a business

  • Greggs sells 140m sausage rolls a year and has set an objective to increase that to 150m next year

Sales value

  • The money earned from sale of units

  • Domino’s Pizza Group has set the objective of increasing UK and Ireland sales from £1.57bn in 2023 to £2bn by 2028

Sales growth

  • The percentage rise in sales volume or value over time

  • One of Starbucks‘ objectives is to achieve 7%–9 % yearly sales growth

Market growth

  • The increase in the size of a market as a whole

  • Vegan businesses Beyond Meat and Oatly are looking to grow the UK plant‑based market to 9.6 % by 2027

Market share

  • The portion of a market controlled by a particular company, brand or product

  • Samsung‘s objective is to maintain its position as the number one smartphone brand, with a 20% global market share

Brand loyalty

  • The share of customers who rebuy and recommend a business, brand or product

  • Nike‘s objective to build brand loyalty relies on its NikePlus programme members, who spend much more than non‑members do

Marketing and corporate objectives

  • Corporate objectives are whole-business goals set by senior managers that give a business its overall direction

    • Examples may include

      • ‘Raise profit by 15 % within two years’

      • ‘Become the most sustainable clothing brand in Asia

  • They are translated into marketing objectives that focus on promotional activity, pricing strategy, distribution and product features

    • Every advert, price or product change supports the business achieving its corporate objective

    • If they do not, money and resources are wasted

Case Study

LEGO’s Rebuild the World campaign

Corporate objective

  • After sales slipped in 2017, LEGO’s directors set a clear objective to increase revenue by 5% by the end of 2019

Marketing objective

  • The marketing function promised to increase the volume of sales by at least 5% by launching a bright, imagination-focused campaign called Rebuild the World

Marketing tactics

  • A fun TV and YouTube advert, giant LEGO statues in city centres, and the hashtag #RebuildTheWorld encouraged fans worldwide to share their own creations online

Result

  • In 2019 consumer sales rose by 5.6%, and the campaign attracted over 100 million views, delivering exactly the growth the directors wanted