Long-term business objectives represent specific results that the organization desires to achieve in furtherance of its mission, generally over the next three to five year period. Objectives are an important part of the strategic planning process and an essential element in the organization achieving its purpose.

Objective area
    Sample measurements

Growth
    $ sales, unit sales

Efficiency
    $ profits, profits/sales

Resource utilization
    return on equity, return on investment

Competitive position
    share of market, industry rank

Owner contributions
    dividends, earnings, value of ownership interest

Customer contributions
    price, quality, reliability

Employee contributions
    wage rates, benefits, stability, advancement

Society contributions
    taxes paid, scholarships, jobs