Your objectives should be a realistic statement of what you want to achieve as a result of the analysis you have carried out. Your strategy should then detail how you plan to achieve it.
Objectives need to be SMART (specific, meaningful, achievable, realistic and time-limited). They need to be quantitative (i.e. expressed where possible in terms of values, volumes and market shares), and need to cover the period of the plan e.g. sell 400 units in the next twelve months.
Your objectives may relate to sales volume or market share. You may wish to generate more volume from existing customers or new business from new customers. You may wish to obtain revenue from a different distribution channel such as the internet or mail order. Within this element of the plan it is better to work with top level targets - you can break them down into more specific tasks in the Action Plans.
