Stakeholder objectives

Each stakeholder group wants something different from a business. These aims, or objectives, explain why a group supports some decisions and opposes others.

Group	Main objectives
Shareholders (owners)	Profit, dividends, growth and a higher value for their investment
Managers	Business success, performance targets, job security, pay, status and career progression
Employees	Fair pay, secure work, good conditions, training, career progression and job satisfaction
Customers	Value for money, quality, choice, reliability, good service and products that meet their needs
Suppliers	Regular orders, fair prices, prompt payment, long-term contracts and growth
Local community	Jobs, local income, a safe and clean environment, minimal disruption and support for the area
Government	Tax revenue, employment, economic growth, legal compliance, consumer and environmental protection, and national priorities

Shareholders put money in and expect a return, so they watch profit and dividends. Managers coordinate people and resources, so business success and hitting targets bring them bonuses, status and security. Employees depend on the business for pay and security. Customers want their money to buy something useful and dependable. Suppliers need steady trade and prompt payment. The local community lives with the jobs, income, traffic, noise and pollution a business creates.

The government also wants businesses to succeed, because success can create jobs, tax revenue and economic growth. It still expects legal compliance and protection for consumers and the environment.

Objectives are not fixed. A group's aims can change with the situation, and members of one group do not always agree. If an indoor climbing centre plans a second site, the owner wants growth, managers want the new site to hit its sales target, employees want secure hours and customers want reliable quality. If sales fall, the owner may care more about survival than expansion, while one shareholder may want to sell their shares quickly and another may prefer to wait for long-term growth.

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