ABSTRACT
The answer to the question, “What do we want to achieve?” lays down the strategic objectives that represent the conceptual results toward which efforts and actions will be designed, as well as the goals that represent measurable results required to be achieved so that the
objectives can be attained, in light of the mission, which is a brief expression of the reason for being of the business; the vision, which is a conceptual, realistic, and brief expression of the desired future; and the basic principles that guide the operations of the business.
