Philip Walcoff - "The Fast Forward MBA in Business Planning for ...

Philip Walcoff - "The Fast Forward MBA in Business Planning for Growth"Monthly visits to client sites byall senior managersVisits to client sites by CEO atleast twice a yearPage 118objectives are steps along the way toward achieving your five-year goals.Competitive Distinction ObjectivesAgain, your competitive distinction annual objectives (Exercise 35) should come from your five-yearcompetitive distinction goals. Using the five-year competitive distinction goals you developed earlier asa baseline, this year's competitive distinction objectives might include those shown in Table 8.5.Comparing the competitive distinction annual objectives with the competitive distinction five-yeargoals in Table 8.5, it can be seen that the objectives defined are steps along the way toward achievingthe goals.EXERCISE 35: DESCRIBE YOUR COMPETITIVEDISTINCTION ANNUAL OBJECTIVESIn defining your annual competitive distinction objectives,review the examples presented in Table 8.5 and the five-yearcompetitive distinction goals you developed earlier.Document your own competitive distinction objectives inyour business plan (see Appendix B). Don't forget to assign achampion (it may be you) for each of your competitivedistinction objectives.Strategic Marketing ObjectivesYour strategic marketing annual objectives (Exercise 36) stem from the five-year strategic marketinggoals you developed earlier. Using these five-year strategic marketing goals as a baseline, this year'sstrategic marketing objectives might include those shown in Table 8.6. Again, comparing theseexamples of strategic marketing objectives with their counterparts in the five-year goals, it can be seenthat the objectives are steps along the way toward achieving the goals.file:///C|/Documents and Settings/gasanova/Local Setti...orward_MBA_in_Business_Planning_for_Growth/e-book.html (132 of 219)16.02.2005 13:54:23