2.1 Olmypo’s Aims
- Improve their classification
- Improve customers’ satisfaction
- Offer more quality and affordable leisure activities
- Increase their partnerships with other companies
- Increase membership contracts
- Research on the community’s needs.
- Increase young person’s memberships
2.2 Olympo’s objectives
- To improve their qualification, Olympos plans to improve several key areas such as: customer care, business management, programme development and health and safety management by the end of the year
- Improving their training and giving financial awards to the employees that help to meet their aims. This is a long term commitment.
- Employing new qualified staff to open new classes with new activities by February
- Extend their marketing around new companies and giving opportunities to these companies trying some activities in Olympos. Olympos will be focused on this objective over the next 6 months.
- Having a membership promotion between January and March
- Creating a survey asking questions about the community’s needs. Questions are based around what people want this involves activities and costs and people’s habits.
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Extend the age of young people membership’s from 9 to 15 years old by 23rd August 2011.
- How Olympos’s Aims and objectives are decided
To set up these aims and objectives, Olympos, had to analyse their past, current and future figures and position in the market. For example one of their aims is to improve their qualification, to set up this aim they had to analyse their last qualification from their last assessment. On their last assessment they got 72% so they now want to increase at least 5% more so from these figures they need to work out how they are going to achieve this goal. This is an example of a quantitative analysis, because it is based on numbers. Other Olympo’s aim is to increase young people’s memberships, this particular aims was discussed with some parents that are Olympos’s customers. Before they only covered kids from 14 – 15 but with so many requests from customers Olympo’s had to analyse this situation and set this has an aim for the future. This is a great example of a qualitative analysis. This type of analysis can be obtained when the matters are discussed with the customers. Qualitative analyses as I said before are judgements made from people’s feelings and instincts.
In Olympos Leisure Centre in Haywards Heath the main decisions are made by the Mid Sussex District Council because it is funded and run by them. They have the power to decide what is included or not in Olympos Leisure Centre’s business plan. However the Leisure Centre’s manager still has a responsibility to resolve and to decide on some of their issues.
Olympos’s customers and community also intervene on its business plan; they give some guidance on their main issues by complaining or in surveys. Olympo’s Leisure Centre need to make sure they listen to their public because they are the main key for their success.
- How aims and objectives are linked to the purpose of the organisation
Olympos’s main purpose is to provide the best service to their customers and community and keep them satisfied.
To meet this purpose Olympos needs to follow their business plan, this means achieving their aims and objectives.
For example opening new classes with new activities will help Olympos’s leisure centre maintaining their customers satisfied.
This is an example how aims and objectives are connected with the business’s purpose. Without meeting their aims and objectives Olympos’s wouldn’t have the best service and wouldn’t satisfy their clients.
After setting aims and objectives Olympos Leisure Centre needs to keep monitoring their activities to make sure all the targets are met and everything is in order.
This is really important, because they need to meet their aims and objectives to reach their purpose, and they need to reach their purpose to be a successful business.
Without meeting and motoring all of this the business won’t have any achievements and will probably fail.
For this reason Olympos has a monthly meeting with the people and organisation’s responsible for the running of the business such as the Mid Sussex District Council the main manager of the Leisure centre and the different managers of the different areas, to gather all the information and monitoring all the issues and achievements made by that month.
- Puma’s aims and objectives
Puma is one of the most successful businesses in clothing and footwear for sports. To reach this success Puma had to have some guidance. This guidance is provided by Puma’s business plan. Their business plan is made every year to set their future aims and objectives.
Puma makes sure they follow their business plan so they can achieve their goals and be successful for the past years.
- Puma’s aims
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Sales target of €875 million in Asia
- Be in the top three on clothing and footwear for sports
- Achieving € 4 billion in sales
- Expand their name around the world
- Retail expansion
- Puma’s objectives
- They have the specific objective to increase their sales in Asia by 2010. For this Puma will open new stores over there and be focus on their market
- To be in the top three Puma is aiming to invest almost £ 350 million on expansion over the next five years. Also Puma aims to create innovating clothes and shoes to have customer satisfaction so they can achieve the top three.
- To achieve € 4 billion in sales Puma is focused on, expansion of product categories, regional expansion and expansion with non-Puma brands by the end of 2012.
- To expand their name Puma is aiming to reinforce their marketing in the most important event in the world, the London Olympics in 2012 Sponsoring some events and advertising through various media like posters.
- Puma aims to opening 30 more stores around the world by 2012 to have more impact on the Olympics
- How Puma’s Aims and objectives are decided
Puma is no different to the other businesses so it needs to look after their business and activity to be successful. When Puma set their aims and objectives up, they need to look at and analyse their past, present and future performance. Puma can take advantage if their analysis is specific and time related.
Also they need to have an account of quantitative and qualitative analysis to reinforce their aims and objectives.
For example one of Puma’s objectives is achieving € 4 billion in sales, to set up this aim Puma had to analyse their past figures in the market. For example in 2008 their sales revenue were €2,524.2 million so from this number they will need to break down their aim to see how can they achieve € 4 billion by 2012. This is an example of a quantitative analysis because they are focussing on their numbers and figures to set up an aim and objective.
When we talk about qualitative analysis we are expecting Puma to analyse points like customers and staff emotions and feelings. Puma can obtain this type of information by doing online surveys or they can investigate their complaints. When Puma set an aim such as being in the top three they need to explore their target market so they can make sure Puma meets their needs and feelings. For this specific aim Puma’s objective is to create more innovative clothes and footwear for sports.
In Puma decisions are made by the Chairman of the Board, Board of Management and Deputy Members of the Board of Management. These three groups of people have meetings every month to discuss the business’s position and the aims and objectives. Although the main decision are made by these three groups Puma has to take into account their customers and some of their shareholders’ opinions, depending on how much they invest in the company.
- How aims and objectives are linked to the purpose of the organisation
Puma’s purpose is like any other company in the private sector, to make profit. It is really important that private companies like Puma meet their aims and objectives so they can reach their main purpose.
To reach their purpose Puma needs to be focused on customer satisfaction, quality of products, marketing and expansion. These key points are all included in Puma’s business plan. So it is obvious the connection between aims and objectives with the businesses purpose. Without achieving the aims and objectives it is impossible for Puma to achieve profit which is their main purpose.
In addiction to aims and objectives there is the part of monitoring the business. To make sure everybody in their company is working in order to realize their aims and objectives Puma has monthly meetings, where they consider Puma’s position and future decisions. This is vital for the company’s success. Nothing can be achieved if there isn’t specific and S.M.A.R.T targets that the company can follow during its activity.
