Marketing Objectives

The Marketing Process and

S.M.A.R.T.
The Marketing Process
 Marketing Objectives
Travel and Tourism organisations must
focus clearly on what they hope to
achieve.

This focus is achieved by setting

marketing objectives. A list of key
marketing objectives can be seen on
p229 of Collins.
 Mission Statements
Mission statements set out a general
visions for an organisation.
A selection of mission statements can be
found on page 230 of Collins.
Find 4 other mission statements for travel
and tourism organisations on The Internet.
Marriott’s Mission Statement
To provide economy and quality
minded travelers with a premier,
moderate priced lodging facility
which is consistently perceived as
clean, comfortable, well-maintained,
and attractive, staffed by friendly,
attentive and efficient people"
A Marriott Hotel
 S.M.A.R.T.
Objectives must be:
Specific-linked to a particular area
Measureable-have a method of measurement
(e.g. a number of sales )
Achievable- be feasible
Realistic- (or relevant) fit in with companies
mission or peoples functions
Time-bound- (or timed) have deadlines.
 S.M.A.R.T. (cont.)
'Specific' in the context of developing objectives means that an observable action,
behaviour or achievement is described that is also linked to a rate, number, percentage or
frequency.
'Measurable' is very simple. A system, method or procedure has to exist that allows the
tracking and recording of the behaviour or action upon which the objective is focused. Is
there a reliable system in place to measure progress towards the achievement of the
objective?
The objectives being set need to be such that people are capable of achieving them. If this
is the case, there is a likelihood of success. However, 'achievable' does not necessarily
mean 'easy' or 'simple'. The objectives need to stretch those seeking to achieve them and
be agreed by the parties involved.
'Relevant' relates to the goals or target being set with both individuals and organisations.
For example, telling the cleaners that they have to increase market share over the next
financial quarter is not actually something they can do anything about. It's not relevant to
them. However, asking them to reduce expenditure on cleaning materials over the next
three months is. As to whether it's relevant to what the organisation is trying to achieve, the
manager has to decide this by considering the wider picture.
'Time-based' is probably the simplest part of SMART to define. Somewhere in the objective
there has to be a date (day/month/year) for when the task has to be started (if it's ongoing)
and/or completed (if it's short term or project related)
 S.M.A.R.T. (cont.)
Some examples of SMART objectives follow:
1. Profitability Objectives
To achieve a 20% return on capital employed by August 2007.
2. Market Share Objectives
To gain 25% of the market for sports shoes by September 2006
3. Promotional Objectives
To increase awareness of the dangers of AIDS in France from 12% to 25% by June 2004.
To increase trail of X washing powder from 2% to 5% of our target group by January 2005.
4. Objectives for Survival
To survive the current double-dip recession.
5. Objectives for Growth
To increase the size of our German Brazilian operation from $200,000 in 2002 to $400,000 in 2003.
6. Objectives for Branding
To make Y brand of bottled beer the preferred brand of 21-28 year old females in North America by
February 2006.
There are many examples of objectives. Be careful not to confuse objectives with goals and aims.
Goals and aims tend to be more vague and focus on the longer-term. They will not be SMART.
However, many objectives start off as aims or goals and therefore they are of equal importance
 Further e.g.s
Additional examples of tourism based smart
objectives can be found on page 231 of
Collins.
Exercise- go to the website for the following
industrial attraction
http://www.simt.co.uk/ham1/
Devise some S.M.A.R.T. objectives ensuring
that they are appropriate for a public sector
organisation.