MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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II. INTERNAL SITUATION ANALYSIS
C. 4. A. Corporate Objectives
The purpose of this section is to identify any overall corporate objectives if they exist. As plans are typically constructed at various levels in the organization this section will differ depending on what level the plan is being composed for.
If the plan you are writing is an overall corporate plan, this section will be particularly important as these would be the level you would want to particularly scrutinize. If the plan is being constructed at any other level, this section needs to identify any corporate objectives in order to provide constraints on other lower level objectives. That is, any lower level objectives will have to be consistent, and in support of, any higher level objectives.