A21 Flashcards
Mission Statement
A brief statement which describes the overall purpose of an
organisation and defines its existing scope and boundaries so
that it can remain focused. A mission statement answers the
question, “Why do we exist?”
Corporate Strategy
An overall plan with clearly defined objectives that provides a
clear sense of direction and assists decision making within an
organisation.
Strategic objectives
These are objectives set for the whole organisation by senior
management. They will have long-term implications and involve
major uses of resources.
Functional objectives
These are objectives designed to improve the efficiency of
business operations in areas such as production, marketing and
sales, human resources, finance, and research and development.
They can only be effective if there is co-operation between the
business functions.
SMART objectives
Objectives set by the businesses which are specific, measurable,
attainable, realistic and time-based. This will allow for
monitoring and evaluation of performance by management.
Stakeholders
Individuals or groups who have a genuine interest in a particular
business and will be affected by or can affect the activities
undertaken by that business. Stakeholders can be internal or
external to the business.
Stakeholder Objectives
These are the goals of people who have an interest in the
business.
Stakeholder Conflict
This can occur in business when stakeholder objectives are
different.
Profit Maximisation
Producing at a level of output which generates the most profit
for a business.
Profit satisfaction
Generating sufficient profit to satisfy owners and relevant
stakeholders such as management.
Growth
An objective chosen to allow the firm to become competitive, to
dominate the market, to diversify and reduce risks.
Survival
A possible objective for a business during early stages of
trading, during a recession or in response to a threat from a
takeover.
Corporate Image
An objective chosen to enhance the reputation of the business
in relation to ethics and social responsibility. It is the mental
picture that springs up at the mention of a firm’s name.
Environment
An objective chosen when the firm is pursuing policies to
reduce the negative impact of its activities on the environment.
Business Plan
A set of documents prepared by a firm’s management to
summarize its operational and financial objectives for the near
future and to show how they will be achieved.
SWOT
An analysis of internal strengths and weaknesses and the
external threats and opportunities facing a business.
PESTLE
An analysis of the political, economic, social, technological,
environmental and legislative impacts affecting a business.
Ansoff’s Matrix
A decision making model used by marketing managers to help
them adapt to changing situations and developing new strategies
for growth that consider new and existing products and new and
existing markets.
Boston Matrix
A decision making tool used by a business that has to manage a
product portfolio. It examines its products in relation to market
share and market growth.
Decision Tree
A Decision Tree is a graphical presentation of a decision-making
process within a business which aims to highlight the most cost-
effective decision.
Square
Squares represent points at which management decisions have to
be made. They are referred to as decision nodes.
Branches
Branches show the different alternatives.
Circles
Circles represent points at which one of a number of outcomes
may occur. These are referred to as chance nodes.
Probability
The branches coming from the circle show the likelihood of
the occurrence e.g. 0.6 shows there is a 60% chance of an occurrence happening.