4. Objectives and Goals "Where the business needs to be" Mission Statement This is a statement of your businesses purpose, what you want to achieve. Your mission statement should be mar- ket orientated. For example Disney's could be "We create happiness by providing the finest in entertainment for people of all ages." Objectives for volumes, sales, market shares, gross margins, net profit, return on investment You mission is then broken down into achievable objectives. Achieving each objective should take you a step closer to achieving your mission. Working on the Disney example an objective could be "to be the most popular theme park for international visitors". Convert objectives to goals by assigning magnitudes and dates Your goals outline how you are going to achieve your objectives. They should be easy to measure and evaluate. In our example a goal could be to: "increase market share of international theme park visitors by 10% in the next 2 years". Objective EG. 5% increase in market share How are these Specific, measurable, Achievable, Realistic, Timely (SMART)? Dues to marketing activities to new and existing clients and building if new relationships via networking