Preservation of the Company

• Preservation-type objectives are usually only adopted for a short period of time, and are designed to help the company survive during a down economy or startup period. Most of the resources go toward cutting costs, reducing expenses, offering a cheaper product or service and making adjustments to get the company into the black.
  
  

Increase Profits

• Of course, the goal of any business is to make profits from products, services, or both. But, under profit-increasing objectives, the business is trying to increase its ability to make money from existing locations, outlets or providers. Maximizing profits is an objective often driven by owners or stockholders, as it's the best way for them to make more money.
  
  

Expansion

• The primary goal of expansion objectives is to increase the size of the business, the size of the market the company services or the company's distribution. The future of a business is often determined by how focused it is on expansion or growth.
  
  

Improvement

• If a business is struggling with its competition, it'll often decide its main objective should be to improve its product or service. If the company has received negative feedback on its customer service, it'll focus on fixing that aspect of the business. If it is failing to obtain new customers, it might take a serious look on changing its marketing strategy or advertising.