ABSTRACT
Any company which is to have a chance of being successful must know the areas in which it is most likely to find success. Where are we going? What is our business? What are our objectives? These are important questions for any company. They are important, in the first instance, because a company without aims cannot plan, and lack of planning makes development uncertain, to say the least. Secondly, without objectives a company has no sure way of measuring its performance and the soundness of its methods and structure. The company must identify its objectives, ask whether they are both worthwhile and attainable, then organize to achieve them.
