# Aims and Objectives. Lesson Objective: To understand the difference between aims and objectives.

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1 Aims and Objectives Lesson Objective: To understand the difference between aims and objectives. John is presently 17 and his aim is to be like his elder brother Alan and to be driving a sports car in the next few years!! His dad has promised to give him driving lessons. In order to achieve this aim he has set himself certain objectives: 1. To have passed his theory test by next March. 2. To have passed his practical driving test by next June. 3. To save 10 each week from his part-time job and from his pocket money towards the deposit for the car. His aim is what he sets out to do. Aims generally cannot be easily measured because there is nothing specific to check if they have been met. All we have for John is that he hopes to be driving a sports car in the next few years. The objectives he has set himself are targets towards achieving that aim. He can measure his objectives because they involve specific dates or figures etc. They are quantitative objectives because they include quantities (numbers). If by next March he has passed his theory test he will have met his first objective. How will he know if he has met objectives 2 and 3? Businesses generally have many aims, which they then break down into objectives, which can be measured. For example: A business aim could be to maximise profits. In order to do this it must increase its sales and reduce its costs. These are not yet objectives they can t be measured. We need to include dates and/or figures in them. It would be better to show them like this: To maximise profits Aim Objectives To increase the sales of last year by 5% by December. To reduce the wage bill by 5000 over the next two years. Task 1 Write a heading Aims and Objectives. Underneath it, explain what your aim is with regard to the course you are presently studying. Set yourself three objectives to achieve this aim. Qualitative Aims The aims we looked at earlier were all quantitative. This means they are easily converted into objectives and measured. Some aims, however, are qualitative. We still need to be able to measure them but we couldn t do so just by looking at figures on a certain date. A qualitative aim could be to offer a better quality of product than a competitor. Whether or not we achieve this depends upon the customers views. To measure this we would have to ask them in someway, perhaps using a questionnaire. There may be other ways we can judge a qualitative aim, for example, if customers aren t buying a particular product it may indicate it is of poor quality. Working Toward Unit 1 Page 8 of 39 ZigZag Education, 2005

2 Task 2 Write a side heading Qualitative Aims. Copy the following qualitative aims of a business and suggest ways we might be able to judge if they have been met: a. To have a highly skilled workforce. b. To help charities. c. To be environmental friendly. Task 3 Someone is muddling up their aims and objectives, can you help? Rewrite the table on the next page, sorting out the aims from the objectives of a business. Aims Provide more services than the previous year. Survive as a business. Reduce costs by 5% based on last year. Make a profit. Objectives Provide a competitive service. Be environmental friendly. Expand the premises by next month. Launch a new product in June. Recap Questions a. Explain the difference between an aim and an objective. b. Give one example of an aim. c. Give one example of an objective. d. Explain the difference between quantitative and qualitative aims and objectives. Working Toward Unit 1 Page 9 of 39 ZigZag Education, 2005

3 Size and Location Factors Lesson Objective: To understand how size and location influence businesses. The aims and objectives of a business may be dependent upon its size. Consider these two businesses. Greens Newsagent Mr Green has three young children in local schools and wishes them to finish their schooling there. He bought this Newsagent s last year. He works on his own, selling sweets and tobacco, as well as newspapers, to people in his local town of Bridge End, West Midlands. His major aim is to survive in his business this year but he also aims to renovate the front of the building and start Greens renting Newsagent out videos. ALDI ALDI is an international retailer, specializing in an assortment of private label, high quality products, at the lowest possible prices. Its unique way of operating makes it virtually impossible for competitors to match their combination of price and quality. It relies on importing quality products in bulk, at competitive prices, and quickly distributing them to its stores around the U.K. It aims to keep its prices lower than its competition, increase its UK sales and open more new shops in Europe. Task 4 a. For each business above, write out the three aims. b. For each of the aims, make up a suitable, measurable objective. Working Toward Unit 1 Page 10 of 39 ZigZag Education, 2005

5 Task 8 Which is a qualitative aim and which is a quantitative aim explain why: a. My business will be cheaper than the competition. b. My business will be better than the competition. Task 9 Which of the following are location factors: a. I chose Northern Ireland because government grants were available. b. I chose to sell DVD s because there is a good demand for them. c. I chose Birmingham because it has an airport and good motorway links. d. I chose to advertise in newspapers because it is cheaper than using the T.V. e. I chose the jewellery quarter in Birmingham because traditionally people go there to buy jewellery. * * * Now is a good time to look at Objectives 1 and 2 of your coursework. * * * Working Toward Unit 1 Page 12 of 39 ZigZag Education, 2005

7 The Main Functional Areas in a Typical Organisation Lesson Objective: To understand the main functional areas in an organisation. A typical business would have the following functional areas or departments: Administration and IT Support This area would deal with all office work, general typing, filing, dealing with the mail etc. It would also deal with general queries from customers or suppliers passing them on to other departments when necessary. It would also look after the buildings cleaning and maintenance, health & safety and security matters. IT support would be involved in supporting software applications. Production or Operations Management This area would be where the business actually makes the product it is selling, or the service it is providing. Here a variety of resources are managed, including people and equipment. It would also need to control any stocks of raw materials it is using and request more when necessary. Marketing, Sales and Research and Development Here the staff will conduct market research to find out what customers want and will be planning the best way to advertise the products and the company. They will consider where and how to advertise and the best ways to get customers interested in the product. They will also monitor sales. Customer Services The staff here aim to keep the customers happy. They may give advice on the product range, answer customers questions and deal with any problems or complaints the customer may have. Finance This area deals with anything to do with money. It ensures bills are paid and chases customers as necessary. It sorts out the wages, helps calculate the costs of new products and keeps an eye on the money being spent in other departments. It also looks after tax and VAT demands. Human Resources This area recruits new employees and monitors existing ones dealing with everything from promotions to dismissals. It looks after the working conditions of staff, working with employee organisations and unions. It also ensures employee and health and safety regulations are met. Working Toward Unit 1 Page 14 of 39 ZigZag Education, 2005

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