Nawal Gurung
Betec level 3
Oxford school
Mr. Edward
BTEC BUSSINESS LEVEL 3
UNIT 1
Aims and Objectives
P3
MR. Edward
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Nawal Gurung
Betec level 3
Oxford school
Mr. Edward
Introduction:
P3: Outline the rationale of the strategic aims and objectives of two contrasting
organisations.
In this assignment I am going to be explaining the aims and objectives, and explain Oxfam’s
and Thorpe parks aims and objectives and their strategy.
What are aims and objectives:An aim is to attempt of business or intend to reach a certain goal e.g. we want to grow the
business into Europe or globally.
Business Objectives
Objectives give the business a sub goal. It is a short-term, step within a period of time that is moving
toward achieving a long-term goal.
Why Businesses Sets Do Aims:Businesses sets aims because it provide a focus for the business, to see what they are trying to aim
for, an aim highlights key areas of development and achievement, to provide good services to
customer to gain more customer, to be the leading company in order to gain more power such as if
the business is no1 leading brand their views will be likely to be considered by government and
other firms.
Aims can also improve the team work within the business and make employees enthusiastic e. g. if a
business makes and aim such as making profit, getting more customers, doing surveys, improving
more customers service then this will make the staffs work harder or the business can create groups
for specific tasks which will need team work.
Aims motivate the employees it evaluates what they need to do and shows them the measurements
like what they need to do and how capable are they of doing something.
Aims gives the direction to the business if a business wants to do good then the aim they set
themselves will help to achieve that target and put them in the right track to what they need to do in
order to be successful.
Aims are also set up in business to:
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Be competitive
Help the economy of country
To expand to develop
To be leading firm
Without aims and objectives there is no meaning to business, it's the aim and objectives give
meaning to subsequent activates of planning, directing, staffing, organising and controlling.
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Nawal Gurung
Betec level 3
Oxford school
Mr. Edward
Why business does set Objectives:Business set objectives to sets out to achieve. A business creates business plans to enable it to
achieve these ends - thus plans are the means to the ends. The objectives and plans that an
organisation creates are determined by balancing the requirements of the various stakeholders in
the organisation. It also enables business to concerntrate in their short-term goals to achieve.
Mission Statement:A mission statement is a statement that defines the essence or purpose of a company –
what it stands for i.e. what broad products or services it intends to offer customers. The
mission statement ensures some transparency for investors and employees alike so they can have
some confidence as to any potential use of their resources be they capital investment or labour.
To make
profit
Providing
services
Direction
Aims
stay focus
Competitive
progess
Growth
Aims are measured by SMART:-
S – Specific – objectives are aimed at what the business task, e.g. a BMW might have an objective of
producing minimum waste for their new product, an objective specific to that business.
M - Measurable – the business can put a value to the objective, e.g. £10,000 in sales in the next half
year of trading.
A – Agreed- by all individuals must be alarmed to achieve the objective.
R - Realistic – the objective must be higher achievement and challenging but the business should
also consider if they can achieve higher levels by using the resources they have.
T- Time bound- business has limited amount of time for their objectives for example complete the
task within the year
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Nawal Gurung
Betec level 3
Oxford school
Mr. Edward
Thorpe Park aims and Objectives:
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To attract 16-24 years olds as the core target market because these age groups mostly visit
Thorpe park and likely to ride on thrilling rides and helping in higher revenue for Thorpe
Park.
Provide the highest level of health and safety and a safe environment.
Gives customer the best customer services in order to make their customers happy which
could make customers to visit Thorpe Park again in the future to keep the flow of sales.
Increase the amount of customers, they want to attract and get more customers in order
make more profit.
They aim to be the top theme park in the UK because they will allow them to spend money
to expand their business by building new rides and buying better customer service.
They want to be acknowledged by everyone in UK in order to win against their competitors
and win more customers needs.
Vision: “to be the global leader in location based branded family entertainment” this line
means that Thorpe park wants to be ahead of any competitive and be the NO1 theme park in
the UK for families because they want to make profit, they can gain power which gives them
good brand image, they want more customer for the success and growth of their business
Mission: “the delivery to our visitors for high quality memorable visitor experiences.” Thorpe
wants to delivery memorable experiences for the visitors because they want them to remember
the fun and time spent in Thorpe Park which might help Thorpe Park gain more customers or
same customers visiting several times in the future. This helps them to make more profits.
Thorpe park strategy
One the best strategy used by Thorpe Park is advertising through their website. Thorpe park
want to make profit, expand their business, their main aim is to be the No1 theme park in the
UK, they want give their very best customer services and gain more visitors over the year.
Thorpe Park’s tickets and be booked or bought online by anyone who has internet access,
therefore Thorpe Park can reach more people even globally. They also lots of information on
their website such as about their new rides, days and time Thorpe Park closes. There are also
many special offers on the public notice board at Thorpe Park like, buy one annual pass
another half price. These are some good promotions, which will help the park keep its
customer popularity high. Their strategy is linked to their aims:
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Nawal Gurung
Betec level 3
Oxford school
Mr. Edward
The print screen below is from Thorpe parks website, it has lots of information about Thorpe park
such as the tickets prices, the direction to Thorpe park, the offers and deals and also the opening
times; I have print screened the opening times page of Thorpe park this is a good way of marketing
and achieving a goal, because they let their customers know when they are open and what days they
open till late, when the customers come they will make sure they visit Thorpe park on a day when its
open till late so they can get the full fun out of Thorpe park and spend more money, the longer they
stay in Thorpe park the more money they are going to spend on such things as the souvenirs, food
and drinks etc. This is also very friendly and easy formatted information, making it easy for public to
understand.
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Nawal Gurung
Betec level 3
Oxford school
Mr. Edward
Oxfam Aims
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Development: they want to help country in disaster; they want to undertake the tough
situations because they want to give a good supply of food and water. This is purpose of
Oxfam so that they can be successful in their task.
Campaigning and communicating: they want to communicate with public so that everyone
knows what Oxfam’s aims are and what they expectation are. Oxfam want to be the leading
and the favourite charity of people by convincing them to donate money through private
function, selling product at Oxfam charity shop, through website and advertisement on TV.
They also want their donators to know that the money they gain from donators is not for
their own profit but in order to aid suffering countries in any way possible. This also helps
Oxfam in making their image better and a good charity making themselves competitive
against their rivals.
Humanitarian Response: Oxfam aid and donate as much as they can in order to help other
poor people in need, they convince people to donate money so that they can tackle poverty
suffering and make world fairer for poor people.
Oxfam mission and Vision
Oxfam tries to build lasting solutions to global poverty and injustice. They work together with allies
around the world to change the policies and practices that perpetuate human suffering. They
support organizations in poor communities overseas in their struggle to secure basic rights. Oxfam's
advocacy and campaigns for just policies are rooted in the knowledge and experience gained in that
struggle.
Oxfam believes that people together can create a fair world, free of poverty and injustice.
A fair world respects the basic rights of all human beings to:
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earn a decent living to support themselves and their families
enjoy basic education and health care
get help in life-threatening disasters
speak out for their rights
Be treated as equal.
In detail:
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The right to basic services; to provide the basic services as clean water, schools, hospitals,
food and other day to day needs.
The right to life and security; Oxfam tries to feel secure, they should have security and don’t
feel left out
The right to be heard; they listen to people and their thoughts and ideas, everyone should
be equal and they should have the rights on what they want to say.
The right to equity; they try to give fairness and justice to everyone they want everyone to
be equal have the same rights they have; they shouldn’t be left out because of their race or
country.
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