• As we have already pointed out, every business has objectives and aims that give it a sense of purpose and a reason for existing
  • Objectives can be categorised in a lot of ways
  • One popular way of grouping objectives involves grouping them into three broad categories:
    • Strategic objectives
    • Tactical Objectives
    • Operational objectives.

Strategic Objectives:

  1. Strategic objectives are long-term goals that define the direction of a business, its purpose, and its focus.
  2. Examples of strategic objectives include:
    • To increase market share by 10% in the next five years.
    • To expand the business into three new African countries in the next three years.
    • To become the leading provider of eco-friendly products in Zimbabwe.
  • Strategic objectives tend to be focused on the future of the entire business.
  • They usually take several years to achieve, and the creators of these objectives expect them to be achieved in a matter of years
  • They are used to inform decision-making at the highest level of management. These objectives are also created by higher management
  • Strategic objectives tend to be broad in scope
  • They provide a clear direction for the business.
  • They help to align all departments towards the same goals.
  • They enable the business to adapt to changes in the market.

Tactical Objectives:

  1. Tactical objectives are medium-term goals that help a business achieve its strategic objectives.
  2. Examples of tactical objectives include the following:
    • To increase sales by 15% in the next year through targeted marketing campaigns.
    • To reduce production costs by 10% in the next six months by streamlining processes.
    • To introduce a new product line by the end of the year.
  • They are smaller in scope than strategic objectives.
  • They are more specific than strategic objectives.
  • They usually take one to two years to achieve.
  • They tend to be developed by middle management.
  • Are usually derived from strategic objectives.
  • They are important because they help the business to achieve its strategic objectives
  • They help provide a basis for measuring progress towards strategic objectives.
  • They help to coordinate efforts across different departments.

Operational Objectives:

  1. Definition: Operational objectives are short-term goals that focus on daily operations and support tactical objectives.
  2. Examples of tactical objectives include:
    • To increase productivity by 5% in the next month by implementing new software.
    • To reduce employee turnover by 20% in the next six months by improving working conditions.
    • To process customer orders within 24 hours of receipt.
  • Of the three types of objectives operational objectives are the smallest in scope.
  • They tend to be specific and measurable (SMART)
  • They can be achieved on a daily or weekly basis.
  • They tend to be developed by front-line managers.
  • Are often derived from tactical objectives
  • They are essential for the smooth running of daily operations.
  • They help to achieve tactical objectives.
  • They provide a basis for performance evaluation and rewards.


  • It is important to note that for a business to be successful, objectives have to be in harmony at each level. It is often the case that objectives are set by higher management and owners of the business and then passed on to middle level management who then derive tactical objectives which cover a year or so and from these operational objectives are derived.

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