Marketing Objectives are an essential component in mapping out a good marketing strategy. This marketing program would subsequently be the guidepost when adopting the objectives being laid out. This would then trickle down to having the capacity to achieve the goals of the company. In the end, it goes down to meeting the profit goals of the company.

The marketing targets are only identified after a thorough examination of both the internal and external environment of a particular company. The internal setting is assessed through knowing the strengths and weaknesses of a firm in relation to its competitors. Alternatively, the external setting is assessed through knowing the chances and threats in the governmental, economic, social and technological environment.

After dealing with all the considerable analysis of the strengths, weaknesses, opportunities and threats, only then can the objectives be set. The aim must cite with accuracy, exactly what the business wants to attain. The Marketing objectives should also be quantifiable. There should be considerable figures included so that at the end of the implementation it will be recognized how far, how near or how close to target the company is vis-à -vis the offered targets. The objectives should also be achievable. The business has to take a look at its existing resources or the resources it intends to acquire and evaluate from there if indeed the targets are doable. Lastly, the targets set should be time-bound. There ought to be a set timetable for its achievement.

If these marketing objectives are set basing on the theory of being specific, measurable, attainable, reliable and time-bound, only then can a company be clear about what it truly desires to do. The other more crucial concern when it comes to setting marketing goals is to make certain that there is a synergy between these objectives and the objectives of other functional divisions in the firm. If for example sales are estimated to grow by 20%, what is the marketing support tools required that you can factor into the goals. If the sales and marketing department also projects that much sales, what are the corresponding targets of the human resources division when it comes to hiring to attain the manpower that will help achieve those product sales and marketing objectives. All these must be intertwined when a company wants to be successful in meeting its objectives.

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