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Primarily goals must be measurable, there must be someone responsible for the
control and ultimate achievement while being valid for a designated time period.
They must certainly be achievable. By having goals your company will have a
possibility to control its resources and change direction whenever this becomes
necessary. Don't try to achieve too many goals at one time, it's usually better
to aim for one or two goals per product line and reassess the situation in the
future.
When defining your goals you must have a clear idea about your product positioning, your chosen strategies, which markets you're setting the goals for, the condition of these markets and your possibilities in these markets. You have to define goals and strategies for a period of 3-5 years (in general). With these long-term goals you can also set goals for the shorter term. The short term goals are to be as a 'subset' of the long-term goals. Always keep your 'scarce' resources in mind when setting goals. Goals envisioned that cannot be realized are damaging to your company. So plan as follows: -> take necessary steps -> end date -> monitor results -> corrections The marketing objectives (repeat...repeat..)
The marketing strategies are used to reach the goals as defined in the marketing goals chapter. Formulate the general strategies. You compare the mentioned strategies with your ideas. Change whatever is necessary. Do this for each product line and product/market combination. Screenshot not shown here!
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