GOALS VS OBJECTIVES

       Though the terms 'goals' and 'objectives' are often used interchangeably, there is difference between the two. 

GOALS : Goals refers to non - measurable future ends . Goals are broader objectives which an organisation strives to achieve . Goals can be understood if we know the meaning of the 5erms 'purpose' and 'mission' . 

PURPOSE : Purpose is a broader term that applies to all organisations of similar type. The purpose of all educational institutions , for example , is to provide quality education to society . The purpose of all business organization is to provide quality goods and services to the society at the right time and right price.

MISSION : Mission is a specific term that explains why an organization exists . "A mission statement is a broad declaration of the basic , unique purpose and scope of operations that distinguishes the organisation from other of its type ". The Mission of educational institution may be provide quality education to women only. The mission of a business organisation is to provide specific goods to society. The mission of food product company may be provide milk products to consumers of northern region. A mission is thus , more specific than purpose. 

OBJECTIVE : Objective refer to specific , measurable ends. They are identifiable goals towards which all organisational activities are directed. They are the end results of the organisation's operations. 

        Objectives are the specific targets or standards aganit which actual performance can ne measured . "It is a future target or end result that an organisation wishes to achieve " . Planning is meaningless if objectives are not framed. Objectives serve as guide to planning i.e , planning is directed towards specific objective.

       Production target of 1,000 units every month or profit after tax of Rs. 10 lakh every year are the specific and measurable goals or objective which can be estimated and verified. 

GOALS / OBJECTIVES

       Goals are the measurable future ends. They are the broader objectives of the organisation. Objectives are the specific , measurable ends. They are the end results of organisation's operations. Goals of an organisation may be to achieve a growth rate of 15% . It may have the objective of producing baby products to achieve this growth rate. Goals are , thus braoder than objectives. However , the present discussion treats the two terms (goals and objectives ) interchangeably. They are considered as end results of an organisation's operations. They are the specific targets or standards against which actual performance is measured. They provide direction to managerial actions and decisions and serve as the criteria for resource acquisition and utilisation.

HIERARCHY OF OBJECTIVES 

         There is generally a hierarchy of objective viewed as a means - ends chain. Objectives at different levels of the organisation form a hierarchy where objectives at one level are end in themselves and means for attainment of objective at the higher level. Together objectives at all levels form an integrated chain. Objectives framed by top managers to achieve growth rate of 15 % is an end of top level. In order to achieve this growth rate , sub-objective for middle level managers is to increase sales in te existing market. Increasing sales is an end of middle level managers but means for achieving goals at the higher level. This process goes in till objectives are framed for each level in the organisation where objectives for each level are an end in themselves but a means for attaining objectives for higher levels . This hierarchy appears like this : 

                    1.  Corporate objective 

                    2. Departmental objectives

                    3. Sectional or unit objectives 

                    4. Individual objectives.

      In a hierarchy , Goals/ objectives are generally framed at three levels.

1. TOP LEVEL : STRATEGIC GOALS 

2. MIDDLE LEVEL : TACTICAL GOALS 

3. LOWER LEVEL : OPERATIONAL GOALS

       1. STRATEGIC GOALS - These are the formal goals framed by top managers and address issues related to the organisation as a whole. These goals ensure the survival and successful working of a business enterprises. Market standing, innovation , human resources , financial resources , physical resources , productivity , social responsibility and profit requirements.

      2. TACTICAL GOALS : Each department sets specific goals which help to promote and achieve overall organisational goals ( strategic goals ) . Tactical goals are are the goals of specific department framed by middle level managers. While strategic goals are general in nature, tactical goals are specific. They are stated in measurable terms .

     3. OPERATIONAL GOALS : " Operational goals are targets or future end results set by lower management that address specific , measurable outcomes required from the lower level " .

           These goals are framed by lower-level managers for division or sub units of each department. As tactical goals help tk achieve strategic goals, operational goals help to achieve both strategic and tactical goals.

          The following example explains this hierarchy : 

    Achieve growth rate of 15% (strategic goals ) .

   Increase sale of goods in the existing market (Tactical goals).

   Develop advertising campaigns to increase sales (Operational goals).

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