Objectives

An objective is defined as dealing with facts without allowing personal feelings to confuse them. “The company needs to turn its mission into detailed supporting objectives for each level of management.” (Armstrong & Kotler, Marketing: An Introduction, Pg. 40) Emporia’s mission is simple and so our objectives should be too. From a business standpoint it’s easy to say we have to set sales objectives but to our brand it’s more than just having sales. Instead our objective is simply to create a brand people stand by and trust. A brand made in America that people can be proud to buy. “These goals then become the company’s current marketing objectives.” (Armstrong & Kotler, Marketing: An Introduction, Pg. 42) This all ties to the fact that at Emporia our objectives can’t be put into terms of money because we don’t seek to make tons of profits as our main objective. Our objective is to be a a reliable brand to people.