Rachel Kent
1. With reference to the case study, summarise the relationship between goals, objectives and policy and advise the management of Scotia Airways of the contribution each will make to effective managerial performance.
A company’s goals can be to survive, to go, to profit from development and to gain wealth. Whereas their objectives are a more specific set of goals, the aims to be achieved and the desired end result. When referring to objectives S.M.A.R.T is used, this stands for; Specific, Measurable, Achievable, Realistic and Time-bound. In the case of Scotia Airways one of their goals is to mark its international presence, to do this they have introduced flights to major European tourist destinations as well as expanding further East. Investors in Scotia Airways have planned that over the next 5 years they will start to include long haul destinations. They believe this will help them successfully expand and be able to compete in a challenging market. It will be very useful for the management of Scotia Airways to set more objectives as their goals are very big and are set to be completed over a long time period. It would be in their best interest to set some goals to be completed in a shorter period and to concentrate on the there and now. Customers have to be happy with the service if Scotia Airways management wants to expand. Goals determine the nature of inputs (the employees, management efforts) and outputs (quality of service). Goals also determine the interaction it has with its external environment. It is a future expectation. Goals are generically for an achievement or accomplishment for which certain efforts are put. Organisational goals consist of; consumer goals, these are providing for the clients needs and wants; Product/Service goals, providing services of outstanding quality; Operational goals, wanting to improve efficiency; Secondary goals, social responsibility, inward investment.
Whereas