ACCA Strategic Professional · Advanced Performance Management · Performance hierarchy
Tavish Logistics has a mission of 'providing reliable freight services to small exporters'. Its goal is 'to be the preferred carrier for small exporters in the region'. Which of the following is the best example of an objective that turns this goal into something suitable for performance measurement?
The best objective is achieving a 25% share of small-exporter shipments by 31 December 2028. It is specific, quantified and time-bound, so performance can be measured against it. The other statements are broad aspirations without measures or deadlines, so they work as goals or visions rather than objectives.
- AAchieve a 25% share of small-exporter shipments in the region by 31 December 2028Correct
- BBe recognised as the best logistics firm in the region
- CKeep improving customer relationships over time
- DEmploy staff who care about exporters
Explanation
An objective should be specific, measurable and time-bound so progress can be monitored. Only the first option has a quantified target (25% share) and a deadline. The others are general aspirations or intentions with no measure or date, so they resemble goals or vision rather than objectives.
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