## **Learning Outcomes**

By the end of this article, you will be able to describe the purpose of mission statements and explain their role in performance measurement. You will identify levels of objectives and explain how they support the mission. You will analyse how effective objective alignment enables performance measurement and drives organisational success. You will be equipped to explain these concepts in the context of ACCA exam requirements.

## **ACCA Management Accounting (MA) Syllabus**

For ACCA Management Accounting (MA), you are required to understand the relationship between mission, objectives, and performance measurement, and how they contribute to business planning and control. In particular, focus your revision on:

- The purpose of a mission statement in performance measurement
- The distinction between mission, objectives, and strategy
- The hierarchy of objectives: strategic, tactical, and operational
- Alignment of objectives to drive effective performance measurement
- How performance indicators relate to objectives and mission

## **Test Your Knowledge**

_Attempt these questions before reading this article. If you find some difficult or cannot remember the answers, remember to look more closely at that area during your revision._

1. Which statement best describes the purpose of a mission statement?  
   a) To set daily operational tasks  
   b) To define the broad purpose and values of the organisation  
   c) To instruct managers on budget preparation  
   d) To list job descriptions

2. Match each planning level to the correct example:  
   i) Strategic objective: \***\*\_\_\*\***  
   ii) Tactical objective: \***\*\_\_\*\***  
   iii) Operational objective: \***\*\_\_\*\***  
   A. Increase sales by 15% next year  
   B. Maintain customer call response time within 2 minutes  
   C. Become market leader in five years

3. True or false? Alignment of objectives at all levels is essential for effective performance measurement.

4. Briefly explain how misalignment between department objectives and the mission statement could affect an organisation's performance.

## **Introduction**

Performance measurement frameworks provide a structured approach for organisations to set, monitor, and evaluate their progress against defined goals. At their core are the mission statement and objectives, which guide decision making and drive coordinated activity throughout all levels of the business. Alignment between mission, objectives, and individual targets ensures that performance measures reflect what the organisation truly values, enabling effective planning, control, and accountability.

> **Key Term: Mission statement**  
> A concise written declaration describing an organisation’s core purpose, values, and general aims, serving as a guiding framework for objective setting.

## **MISSION STATEMENTS AND THEIR ROLE**

A mission statement articulates the fundamental purpose of an organisation. It states why the organisation exists and what it aims to achieve for its stakeholders. The mission is typically broad and qualitative, expressing values, principles, and direction rather than specific numerical targets.

Mission statements ensure clarity of purpose and communicate intent to employees, customers, and other stakeholders. They form the reference point for all planning and decision making.

### Features of an effective mission statement

- Clear and brief—easily understood by all audiences
- Focuses on purpose and values, not financial targets
- Durable but flexible to accommodate long-term change
- Basis for developing objectives throughout the organisation

> **Key Term: Objective**  
> A specific, measurable target set by management which supports the achievement of the organisation’s mission.
>
> **Key Term: Alignment**  
> The process of ensuring that objectives, strategies, and performance measures at all levels are consistent with the mission statement.

## **THE OBJECTIVE HIERARCHY**

Objectives translate the mission’s broad intent into explicit, actionable goals. For effective planning and control, objectives are structured in a hierarchy from strategic to operational:

### Strategic Objectives

- Long-term focus (typically 3–5 years or more)
- Organisation-wide scope, set by senior management
- Expressed in broad terms, e.g., "Achieve market leadership in Europe"

### Tactical Objectives

- Medium-term, usually 1–2 years
- Apply to departments or business units
- Bridge the gap between strategy and day-to-day activities, e.g., "Introduce two new products this year to support sales growth"

### Operational Objectives

- Short-term (monthly, weekly, or daily)
- Relate to specific teams or individuals
- Support routine decision making, e.g., "Respond to 95% of customer enquiries within 24 hours"

> **Key Term: Strategic objective**  
> A long-term goal reflecting the main priorities of the organisation, guiding overall direction.
>
> **Key Term: Tactical objective**  
> A mid-term target, usually departmental, that translates strategy into actionable steps.
>
> **Key Term: Operational objective**  
> A short-term, specific target focused on immediate business activities or processes.

### The importance of SMART objectives

Objectives at all levels should be SMART:

- Specific
- Measurable
- Achievable
- Relevant
- Time-bound

SMART objectives clarify expectations and provide quantifiable benchmarks for performance assessment.

## **ALIGNMENT AND GOAL CONGRUENCE**

Alignment occurs when objectives at every organisational level support the mission and strengthen each other. This "goal congruence" creates coherence and prevents conflicts between departments or individuals.

### Why alignment is essential

- Ensures all effort contributes to the overall mission
- Reduces duplication or contradiction between departments
- Enables accurate performance measurement and accountability
- Motivates employees by making their targets meaningful and achievable

> **Key Term: Goal congruence**  
> The situation where personal and departmental objectives are consistent with, and supportive of, organisational goals.

### Risks of misalignment

- Departments may pursue conflicting priorities
- Performance measures may encourage behaviour contrary to the mission
- Progress towards strategic goals is undermined
- Employee motivation decreases if local targets seem irrelevant

### **Worked Example 1.1**

A manufacturing company’s mission: "Deliver innovative, sustainable products to improve customers’ lives."

- Strategic objective: "Launch a new sustainable product line globally within three years"
- Tactical objective (Marketing): "Develop and roll out brand campaign for new product in the next 12 months"
- Operational objective (Customer service): "Resolve 90% of customer issues within 24 hours"

**Question:** Explain how these objectives contribute to alignment with the mission.

> **Answer:** The strategic objective sets the overall direction according to the mission. The tactical marketing objective supports this by aiming to build awareness for the launch. The operational customer service objective ensures ongoing customer satisfaction, strengthening the mission’s focus on improving lives. Each level directly supports the higher-level goal, demonstrating alignment.

## **PERFORMANCE MEASUREMENT AND INDICATORS**

Effective performance measurement relies on clearly aligned objectives. Performance indicators (such as Key Performance Indicators—KPIs) must be linked back to the mission and objectives at each level.

Types of performance indicators:

- Financial (e.g., profit margin, ROI)
- Non-financial (e.g., customer satisfaction, product innovation rate)
- Leading (predictive) and lagging (historical) measures

Performance indicators should provide evidence of progress towards objectives, enabling management to monitor, control, and revise strategies as needed.

> **Key Term: Key Performance Indicator (KPI)**  
> A measurable value that indicates how effectively an organisation, department, or individual is achieving key objectives.

### **Worked Example 1.2**

A food-service firm’s tactical objective: "Increase customer retention by 10% in the next year."

**Question:** Suggest one financial and one non-financial KPI that aligns with this objective.

> **Answer:**  
> Financial KPI: Percentage growth in repeat customer revenue.  
> Non-financial KPI: Number of positive customer satisfaction survey responses.

## **Exam Warning**

> Performance measurement frameworks must go beyond only financial measures. In the ACCA exam, you are expected to show how non-financial and behavioural factors (such as staff morale or innovation) connect back to the mission and objectives.

## **Revision Tip**

> When answering scenario questions, always identify which objectives or KPIs measure progress towards the overall mission. Be explicit about how alignment is achieved or where it is lacking.

## **Summary**

A clear mission sets the overall direction for the organisation. Strategic, tactical, and operational objectives break down that mission into practical targets at each level. Full alignment, or goal congruence, ensures that all actions and performance measures point in the same direction. Without this, performance measurement becomes fragmented and less meaningful. Effective frameworks use both financial and non-financial KPIs, each linked directly to objectives and, by extension, to the mission.

## **Key Point Checklist**

_This article has covered the following key knowledge points:_

- Describe the purpose and elements of a mission statement
- Distinguish strategic, tactical, and operational objectives
- Explain the concept and need for alignment (goal congruence)
- Define and give examples of KPIs linked to objectives
- Recognise the consequences of misaligned objectives
- Highlight the importance of SMART objectives for effective measurement

## **Key Terms and Concepts**

- Mission statement
- Objective
- Alignment
- Strategic objective
- Tactical objective
- Operational objective
- Goal congruence
- Key Performance Indicator (KPI)

Performance measurement frameworks - Mission, objectives, and alignment