Outcome1DE3D Managing People and OrganisationsCandidate NameZHOU RonghanCandidate ClassFS1Candidate IDGJ110112243Assessors nameZHAO HuiDate21th October, 20131st Record of Performance 2nd Record of Performance DeclarationI hereby declare that this submission is my own work and that, to the best of my knowledge and belief, it contains no material previously published or written by another person or material which has to a substantial extent been accepted for the award of any other degree or diploma at any university or other institute of higher learning, except where due acknowledgment has been made in the text. 原创性声明兹呈交的论文，是本人在导师指导下独立完成的研究成果，在论文写作过程中参考的其他个人或集体的研究成果均在文中以明确方式标明，本人依法享有和承担由此论文而产生的权利和责任。 Signature(签名):ZHOU RonghanDate（时间）:21th October, 20131.Withreferencetothecasestudy,summariestherelationshipbetweengoals,objectives,policyandadvisethemanagementofScotiaAirwaysofthecontributioneachwillmaketoeffectivemanagerialperformance.Answer : Goals：Organizations are usually matches to the purpose of achieving the specific goals. The goal also determines the direction that the organization will take over the long term. They are extreme important for an organization. The typical goals contains of the operational goals, consumer goals, product goals and primary goals. Operational goalsThe operational goals are the largest goal of a company. They will influence on the ways in which we as the organization will operate. Such us the environmentally or managing ethically. The operational goals not only include the product development goals, Market competition goals, but also the society goals. From this case , the large goal of the Scotia Airways Scotia Airways is that not only establish the airline in Major European tourist destinations, but also develop the flights to major business centers in Eastern European and the Middle and the Far East. Consumer goalsDifferent from of the operational goals, the consumer goals include the prices, quality, and services availability or product. These goals could help the organizations to offer products and services, which are consumer needs and wants. In this case , valets to assist the passengers inboarding the plane, gourmet meals and a range of in-flight services andentertainment. This is the consumer goals .Product goalsThe product goals relate to such things as the range of products and service on offer. These goals affect the products that we produce or sell, including quality of product, technology, staff skill. In this case , the Scotia Airways offer several value added services and covers eight destinations across Europe, includingBrussels, Paris, Frankfurt, Madrid, Rome, Lisbon, Amsterdam and Copenhagenas well as domestic flights to Manchester, Birmingham, Bristol and four Londonairports.Secondary goalsCompared with the Product goals, the Secondary goals that have been set by organizations, which are not seen as the most important things. Generally, secondary goals are included social responsibility and inward investment. In this case , Future opportunities seem likely as the EU and UK government relaxtheir control over the licensing of airline provision. They can offer more destinations.ObjectivesObjectives are more specific and define than the goals. There are five conditions of objectives. They are specific, Measurable, Attainable, Realistic and Time.Organization objectives should be attainable and realistic in the light of the Market Research. The objectives are also achievable, particularly in relation to the production; the objectives must have the time restrictions. The typical objectives include growth maximization, sales policy, social obligation, and inward investment.Growth maximizationThe Organization need to set the objective of growth maximization. In this case , the Scotia Airways offers longhauldestinations in the next 5 years. The senior management team have alreadystarted drawing up preliminary plans for the expansion.Sales policySales policy is different from the growth maximization, which is a leading and encouraging sales measure. It purposes is to promote sales, to the sales bring security and relaxed. The organization objectives and strategy are the direction of the sales policy. In this case ,a the Scotia Airways offer the services the outstanding quality in the luxury business class. Social obligationThe social obligation also is required by the organization. Social obligation of the organization not only assume legal responsibility from the creation profit and stakeholders but also need to bear obligation from employees, the customers, the community, and the environment. In this case , The company is verymuch regarded as a family-style business and has established a range ofsuppliers and clients that are seen as the extended family.RelationshipObjectives is a small t