It may include statements about what its products are, what its business is, who its customers are, what its market niche is, where and how it distributes its products, its relationships with its employees and its financial goals. The mission's purpose is to express the company's operative philosophy and corporate identity. Hopefully, it will distinguish the company from its competitors. The mission is neither quantifiable nor measurable. Objectives and Goals Objectives and goals build on the mission.
Objectives are a list of broad statements of what needs to be done to satisfy the corporate mission.
Goals are specific and concrete numerical targets for the objectives. Both objectives and goals provide explicit targets for the company's growth. Strategies Strategies are clear, concise statements about exactly how the company will achieve its objectives and goals. In their simplest form, they are a list of steps that need to be taken, a road map that provides corporate and functional direction for the future. Tactics Tactics tend to be relatively short term activities while strategies take on a longer view.