Organisational objectives 3 On completing this chapter you should be able to: Know and understand

18 marks, 36 minutes
1.
Analyse why Virgin Atlantic is making efforts to reduce the amount of jet fuel 
(kerosene) used by its aircraft. 
[8]
2.
To what extent will the company lose or benefit from these well-publicised 
attempts
to reduce air pollution? 
[10]

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Business organisation and environment
50 
1.3
LEARNER PROFILE
Africa is Big Tobacco’s last frontier, and companies are conquering the continent stick by 
stick. Even the very poor can afford the cost of a single cigarette. So the world’s leading 
tobacco companies are targeting Africa in the same strategic way any organisation would 
approach an expanding and profitable market.
Unlike many more developed countries the regulations on cigarette sales in African 
countries is relatively relaxed. The sale of packs, for example, with fewer than 20
cigarettes 
is prohibited in countries like the US, whereas selling cigarettes single, or ‘one-one,’ is 
allowed in African countries.
Tobacco use is declining in the developed world. It has reached a plateau in the strongest 
market, Asia. However, it is growing in Africa, because of the continent’s booming 
population and rapidly expanding middle class.
Can you be principled and work for a tobacco company that targets markets in 
developing countries?
Issues relating to corporate objectives
Some important issues relating to corporate objectives include the following:
• They must be based on the corporate aim and should link in with it.
• They should be achievable and measurable if they are to motivate employees.
• They need to be communicated to employees and investors in the business. Unless 
sta
ff
are informed of the objectives and their own targets that result from these, then 
the business is unlikely to be successful.
• They form the framework for more speci
fi
c departmental or strategic objectives – 
see
below.
• They should indicate a time scale for their achievement – remember SMART!