Strategic Planning in the Small Business

Unit 1

HO

1-5 (continued)

Chapter 1

The Strategic Management

Process

7

EXAMPLES

OF

CORPORATE

OBJECTIVES:

NIKE,

LOTUS DEVELOPMENT,

AND

CITICORP

Nike's

Objectives

(as stated In

1987)

Protect

and improve

NIKE's

position a, the

number one athletic

brand in America,

with particular

attc~ition

to the company's

exist­

ing

core businesses

in running,

basketball, tennis,

football,

baseball,

and kid's

shoes and newer

businesses

with good potential

like

golf and soccer.

*

Build a strong

momentum

in the growing

fitness market,

beginning

with walking,

workout,

and cycling.

*

Intensify the

company's effort

to develop

products that

women

need and

want.

*

Explore the

market for products

specifically

designea

for the re­

quirements

of maturing Americans.

* Direct

and manage

the company's

international

business as it

con­

tinues to develop.

*

Continue the drive

for increased

margins through

proper inventory

management

and fewer,

better products.

Lotus

Development

Corporation's

Objectives

(as stated In 1986)

"   To provide

customer-driven

solutions

to practical

business and

pro­

fessional

problems.

" To advance

the standards

which our

anchor products

have set.

"

To introduce complementary

and companion

products which

make

our software

more valuable

to existing

users and accessible

to new

Iusers.

" To create

and acquire

new products

which offer data

pathways into

our existing

software

and which create

entirely new

categories of

software.

" To invest

in new strategic

initiatives

which will

improve long-term

competitiveness.

* To continue

to improve

our financial performance

by

continuing to

strengthen

our organization

and deepen

both our management

and

development teams.

(continued)

82