- It has been established that every business ought to have objectives and that objectives are important
- We have also discussed the advantages and disadvantages of objectives
- One way to maximise the benefits of objectives and minimise the disadvantages of objectives is to use the SMART criteria
- It is important that whatever objectives a business meet these criteria for them to be useful
- So what are SMART objectives
- SMART is an acronym that expands to the following five words. The acronym is derived from taking the first letter of each word
- Specific: Objectives should be specific and clear, focusing on what the business does and what it wants to achieve. For instance, a clothing retailer in Zimbabwe such as OK Limited could set a specific objective to increase its market share by 10% over the next 12 months by expanding its product range and launching a targeted advertising campaign.
- Measurable: Objectives should be measurable to enable tracking of progress and determine if targets have been met. For example, a food processing company in such as Innscor Africa could set a measurable objective to increase production output by 20% over the next six months by investing in new machinery and optimizing production processes.
- Achievable: Objectives should be achievable to prevent employees from feeling demotivated or overwhelmed. For example, a hospitality business in Zimbabwe such as Holiday Inn could set an achievable objective to increase customer satisfaction rates by 5% over the next three months by improving its customer service and offering more personalized experiences.
- Realistic and Relevant: Objectives should be realistic and relevant to the business’s available resources and the people responsible for achieving them. For example, a technology start-up in Zimbabwe such as Techzim could set a realistic and relevant objective to achieve a 15% increase in revenue over the next year by expanding into new markets and enhancing its product offering.
- Time-specific: Objectives should have specific timelines for completion to help focus efforts and ensure that progress can be tracked. For example, a logistics company in Zimbabwe such as SWIFT could set a time-specific objective to reduce delivery times by 20% over the next three months by optimizing its routes, investing in new technology, and improving its logistics management system.
Why are SMART objectives important?
- Provides Clarity: SMART objectives provide clarity on what a business aims to achieve, which can help align efforts and improve performance.
- Enables Better Tracking: SMART objectives enable better tracking of progress, allowing businesses to identify areas for improvement and adjust their strategies accordingly.
- Motivates Employees: SMART objectives can motivate employees by providing them with clear goals and a sense of purpose, which can lead to increased productivity and job satisfaction.
- Facilitates Communication: SMART objectives facilitate communication within the business, allowing employees to understand what is expected of them and how their efforts contribute to overall business goals.
- Provides a Framework for Decision-making: SMART objectives provide a framework for decision-making, allowing businesses to prioritize tasks and allocate resources effectively to achieve their goals.
