Tabi Ice Hockey Manufacturing Tabi is an ice hockey products manufacturer. To make hockey players faster, stronger and meaner, Tabi may need to produce ice skates that can help players skate faster. But to do this, the company needs to research advanced metallurgy. You can see how it's an organizational objective because it grows right out of the company's mission statement. A company will also need to examine the ramifications of your organizational objective.
Advanced metallurgy is great, but it's also expensive.
Tabi will have to pay for it somehow. The execs think hard and decide that to pay for that research, the company needs more money, and they can get that by either increasing profits or cutting costs. Cutting costs is not really a marketing issue, but increasing profits means creating an increase in sales, and that is a marketing objective. We're just about ready to start talking about marketing objectives, the third step of the marketing process. Essentially, a marketing objective is the specific goal that a company hopes to achieve through marketing.