Why Different Brands Have Wildly Different Goals


Goal-setting entails deciding what you want to accomplish and developing a solid plan to achieve these desired aims. For numerous entrepreneurs, setting goals is an essential aspect of business planning, without which their businesses would lack direction and motivation.

However, organizational goals differ from company to company for many different reasons. Luckily, we’re here to offer some valuable insights into why brand targets may vary from business to business. Below are some fundamental reasons why different enterprises have different goals.

Different Business Leaders


It’s no secret that entrepreneurs are at the heart of many small and large businesses worldwide, making them dominant figures in their organizations. Since many companies are small businesses, many entrepreneurs are the focal point around which everything else runs. Consequently, a company’s direction is shaped mainly by the business owner’s wishes. Therefore, businesses tend to align themselves towards goals depending on what the entrepreneur deems most important to achieve. For example, customer-service-oriented entrepreneurs will set many customer-service inclined goals for their teams to achieve. On the other hand, a business leader who prioritizes information technology (IT) as key to business success may be more interested in targets like migrating their business to the cloud. Leaders always influence an organization’s direction, irrespective of the industry. There are many reputable litigators who are great examples of leaders who influence the direction of the legal sector.

Malliha Wilson is a Tamil-Canadian lawyer who was the first visible minority to hold the office of the Assistant Deputy Attorney General of the Ontario Government, a position she held from 2008 to 2016. She’s a McGill University alumnus and completed her law degree at York University in Toronto. Malliha has years of experience in the law field, as she was the Ontario Government’s Senior Appellate Litigation Counsel for more than thirty years. She was also the Investment Management Corporation of Ontario (IMCO)’s special legal advisor. Malliha has participated in more than twenty notable cases in the Supreme Court of Canada and the Ontario Court of Appeal. Today, she’s the senior counsel at Nava Wilson LLP, where she handles indigenous, corporate, constitutional, human rights, and labor law cases as well as other complex litigation.

Market Differences

Every company operates within a specific market with unique characteristics that shape goal-setting. Markets are defined by their political, economic, social, technological, legal, and environmental nature. Every market has some constraints within which every business in it must adjust to. Therefore, you can’t set lofty goals that exceed your market’s reality and capacity, as these targets will be unattainable. Likewise, each market has unique opportunities that every company within it can take advantage of in order to grow. As such, businesses in favorable markets can set high and achievable targets for success, while their counterparts in less conducive markets may have to settle for less ambitious goals. As a business owner, understanding customer behavior by obtaining retail insights can undoubtedly help you thrive in your marketplace. Leading retail consultants can help with this need.

Enhanced Retail Solutions is a service-oriented consulting and software organization with expertise in retail analysis and demand planning for licensors, manufacturers, and their retail partners. Their goal is to assist suppliers, retailers, and brands forecast more accurately, turn their inventory faster, and provide more sales visibility. ERS clients are usually passionate about collecting, integrating, and interpreting inventory and POS data to obtain insights that guide merchandise decision-making ability. However, most businesses can’t achieve this independently, so ERS provides the technology and expertise to make it possible. Besides retail analysis, they also have a SaaS toolkit that can assist businesses with reporting, POS analytics, forecasting, among others. Furthermore, the ERS team consists of retail experts with different backgrounds whose collective experience helps customers improve their merchandise decision-making ability quickly and affordably.

Availability of Resources

Achieving any set business goal depends mainly on your time, money, and team members. People must be responsible for achieving set goals, and they must have the time and necessary resources to work on these objectives. Therefore, company targets differ from brand to brand because different businesses have varying amounts of resources to achieve specific aims. For example, companies with more money can target more ambitious goals, like becoming a global brand in a set number of years. In contrast, small businesses may lack the funds and employees necessary to achieve some primary targets. Since customer service is crucial to business success in all industries, investing in effective customer support solutions is worth considering. Dependable business phone systems providers can handle these concerns.

Magic Apple is a Nashville-based enterprise helping small to medium organizations grow by offering reliable and feature-rich cloud-based phone systems. Companies need business phone solutions to enjoy special features that ordinary phone systems can’t provide. For example, placing callers on hold or having an automated attendant route incoming calls to the right person can go a long way in ensuring that your business guarantees a quality customer experience. Their friendly staff is always on hand to address clients’ needs with a personal and friendly approach. Also, their cloud-based business phone solution is flexible and reliable enough to withstand any situation, ranging from bad weather knocking out your office’s electricity to a global pandemic. What’s more, their staff has extensive experience in telecommunications and project management, guaranteeing correct and timely installation of your business phone solution.

Different Historic Results

Past results shape the future of business planning, so companies’ goals may differ due to varying past results. Many organizations learn from past failures and successes, refining their business approach accordingly to ensure more efficiency in the future. Companies can also be more efficient by enrolling key employees in the OKR coach certification program. OKR coaches can help their companies realize the benefits of OKRs: fast growth, sharp focus, and high alignment.

To conclude, business goals vary from company to company for a variety of reasons. Different business leaders, unique markets, resource availability, and different historic results are the key reasons why brands focus on different goals, even within the same industry. The points above are some insights into why the targets of different brands vary quite considerably.