Defining strategic aims and goals

The key aims or goals of the organisation usually embraces all the major units and functions of the organisation. They are usually intended to provide for medium term solutions to organisations problems. They are more finely focused statements of intention directed at those aspects of the organisations operations which are critical to its success. Such statements usually encompass product market or service, intentions, resourcing (people, plant, materials, funding etc.) the use of technology, quality standards and financial parameters.

Strategic goals and aims are formulated and reviewed during a period of 3-5 years.

Example of goals of British Airways

“Our goals is to:-

•    be safe and secure airline
•    deliver strong and consistent performance
•    secure a leading share of air travel business worldwide with significant presence in all     major geographic markets
•    provide overall superior service and good value for money in every market segment in   which we compete
•    excel in anticipation and quickly respond to customer needs
•     to sustain a working environment that attracts, retains and develops committed employees who share in the success of the company.”