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CS Professional · Strategic Management and Corporate Finance · Strategic Analysis and Planning

Which of the following is a well-formed strategic objective as per the commonly taught SMART approach?

The objective to raise market share from 12% to 15% by 31 March 2028 is well formed because it is specific, measurable and time-bound. The other statements are vague or aspirational, with no quantified target or deadline, so they do not qualify as proper objectives.

  1. AIncrease the company's domestic market share from 12% to 15% by 31 March 2028Correct
  2. BBecome the most admired company in the industry
  3. CImprove performance as much as possible
  4. DTry to be better than competitors in customer service

Explanation

A SMART objective is specific, measurable, achievable, relevant and time-bound. Moving market share from 12% to 15% by a fixed date meets all of these. The other options are vague, have no measure or deadline, and read more like vision-style or loose intentions.

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