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Objectives An objective is a goal that needs to be achieved. Mission statements Under both UK and EU law, a company must state what it is in business to do - this is known as its overall aim and it can be embodied in a mission statement. This is often a simple and memorable sentence which explains what the organisation is in business to do and what it wants to achieve. A mission statement can often be found in the front of a company's annual report and it is, effectively, a summary of its day-to-day activities and long-term objectives, showing a sense of underlying purpose and direction. It is often argued that mission statements are best when they are simple and informal. For example: Ford Motor Company PLC "....is a worldwide leader in automative products and services, as well as in newer industries such as aerospace and communications. Our mission is to improve continually...

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