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4.1 Business Objectives

Businesses and organizations (we mean their owners and managers) have many goals and objectives, just as individuals do. Included in the group of people, are other organizations and agencies that are interested in a business. Its stakeholders are shareholders, management, lenders, creditors, debtors, employees, competitors, taxation authorities and so on. The list is considerable. (See Atrill et al, Figure 1.1, p3)

Business goals may include maximising market share, increasing the number of markets in which the business operates, expanding the product range, or totally different activities altogether. However, most goals result from the two primary objectives of profit maximisation and wealth maximisation. We will look at these two more closely.

In your own words, write down at least five major goals that you believe a business should have.

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