第三講：確定目標(biāo)(objectives)

企業(yè)目標(biāo)是企業(yè)使命和指導(dǎo)方針的具體化和數(shù)量化，它反應(yīng)企業(yè)在一定時(shí)期內(nèi)經(jīng)營(yíng)活動(dòng)的方向和所要達(dá)到的水平。企業(yè)目標(biāo)的實(shí)現(xiàn)時(shí)間較長(zhǎng)，一般為三到五年或者更長(zhǎng)時(shí)間。好的企業(yè)目標(biāo)具有總體性、與外部環(huán)境聯(lián)系密切、有很大的激勵(lì)作用、切實(shí)可行等特點(diǎn)。

企業(yè)的基本目標(biāo)，例如：

The primary objectives of our organization are to:

A

B

C

投資收益率(ROI)，例如：

Based on a XXX% market share for our XXX product by 20XX, we estimate our return on investment to be XXX%.

財(cái)務(wù)目標(biāo)，例如：

Last Year This Year Next Year

Sales

$ Volume

Unit Volume

% Increase/Decrease

Share of Market

Gross Profit

Manufacturing

Fully Burdened

Marketing Expenses

Advertising

Sales Promotion

Trade Allowances

Other

欲計(jì)將來(lái)增長(zhǎng)、改進(jìn)的目標(biāo)，例如：

Other objectives we have set for ourselves include XXX.

We expect to replace (competitive/existing products or services) by XXX% by 20XX.

We plan to add XXX (retailers, distributors, service centers) per month/year and we will have a total of XXX (retailers, distributors) by 20XX.