The objectives must emerge from the analysis of the opportunities and resources and not thoughts and cravings. (Kotler) Objective assertivas intentions are and feasible in the search for something of value; auspicious results of advancement, achievement, advantages, improvements, where the long-awaited future situation is better than the present.It is a purpose or white desired and pursued by the entity aiming to a better situation. The goal is quantification or qualification of the objective. For example: win 5 percent of the market, has the objective of growth and the goal of 5%. The objectives are defined in the plan of intent, which is the result of planning in its first phase: the formulation, being that the overall objectives of the company and o/sectoral objectives be defined at this stage (formulation). Define goals and objectives imply instead, change involves the implementation of actions that promote the Organization at a higher level. The choice of the method of planning that the organization chooses as being the more effective and cash becomes its methodology of strategic planning.
The second phase of the planning is the implementation (the do happen). The BSC is a deployment management methodology. The scorecard (graphic outline below) prescribed four powers (columns) for preparation and accompaniment of the deployment, to saber:1. Aim graphic outline of what is intended (flow of activities) 2. Mensuracao definition of the eventos.3 measurement procedures.
Goals quantification or qualification of what (s) objective (s). Initiatives actions for achieving the goal.Being that in this article we discuss the powers: objectives and Metas.Lo (s) target (s) defined in the formulation of planning must be decompostos in minor objectives so that they can be implemented. The reactions of cause and effect persecuted in the methodology are the result of a chain of actions oriented for learning the interests of owners, passing by the improvement of internal processes for obtaining of the satisfaction of customers. In this way a) investments in learning improves the quality of services, b) improvement in quality results in customer satisfaction, c) satisfaction leads to customer loyalty and d) increase of loyalty translates into growth and achievement. In the scorecard exemplified below, the goal is to implement the conformity of products or services to obtain cost reduction, thus objective compliance must act in the four perspectives of the BSC (owners/shareholders, customers, processes and learning) so that you can have efficiency. In this way, a macro-objetivo is decomposto in minor objectives: to) the Human Capital (labour force) should receive training to improve his performance and as a result, the quality of the work. Also aparelhar and instrumentalize the infrastructure. (b) internal production processes must be improved through techniques of reengenharia or total quality, p.y. c) customers: the improvement in quality reduces callbacks. (d) lucratividad: Returns reduction translates into increased productivity and consequent increase in achievement. Through the chain of action and reaction (flow in the left column) the scorecard visually explicit the minor objectives to achieve a macro-objetivo.