Role of Goals and Objectives in Organizational Planning

A mission statement is essential in the strategic planning of any business. It describes
how a firm intends to achieve its long-term goals or the firm’s vision (Cady et al., 2011). Apple
Inc. is a tech company that deals with phones, computers, and software. Its success as one of the
world’s highest-valued corporations could be attributed to its vision and mission statement which
have continued to change over time. Its present-day mission statement is ‘to bring the best
user experience to its customers through its innovative hardware, software, and services’
(Rowland, 2020)
Through this statement, it explains its existence as one that serves the purpose of giving
its clients and how it intends to do that. The phrase ‘best user experience’ is used to imply that
their products give the user an easy time. By the use of technology, Apple intends to make life
easier, and this is well captured in the statement. By mentioning innovation, the consumers are
empowered.
Goals and objectives are frequently used interchangeably (Macleod, 2012). However,
they are different. Goals are long-term outcomes that someone wants to achieve while objectives
are specific time-related targets or sub-goals that can be achieved by following certain outlined
procedures (Kumar, 2020). Managers ought to uptake the responsibility of planning. They can do
so by identifying and controlling the resources, making sure tasks are implemented through the
techniques evaluated and allowed. They should also explore the different approaches that can be
used to achieve their goals (Cady et al., 2011). For example, they may use different
advertisement media as a way of trying to attract more customers

ROLE OF GOALS AND OBJECTIVES IN ORGANIZATIONAL PLANNING 3
Overall, a company should have a mission statement that explains the essence of the
firm’s existence. Strategic planning is key to achieving the goals and objectives of a firm. With
these two, a firm’s success is almost guaranteed.

ROLE OF GOALS AND OBJECTIVES IN ORGANIZATIONAL PLANNING 4

References

Cady, S. H., Wheeler, J. V., DeWolf, J., & Brodke, M. (2011). Mission, vision, and values: what
do they say?. Organization Development Journal, 29(1)..
MacLeod, L. (2012). Making SMART goals smarter. Physician executive, 38(2), 68-72.
Rowland, C. (2020). Apple Inc.’s Mission Statement and Vision Statement (An Analysis) [Ebook].
Retrieved 22 May 2020, from http://panmore.com/apple-mission-statement-vision-
statement.
Kumar, M. (2020). Difference Between Goals and Objectives | Difference Between.
Differencebetween.net. Retrieved 22 May 2020, from
http://www.differencebetween.net/business/difference-between-goals-and-objectives/.