Aims of the Mid and West Wales Fire Service 1. To save lives and protect communities.
2. To be trusted and respected by our communities.
3. To be seen as more than an emergency service.
4. To manage within budget.
5. To make efficiencies year on year.
6. To match our resources to priorities.
7. To seek out and utilise alternative resources.
8. To manage our people effectively.
9. To fully develop risk reduction planning.
10. To develop effective partnership working.
11. To develop our workforce into effective and empowered people.
Within the aims they are then translated into specific SMART objectives. The voluntary sector consists of charities, which may represent local, national or international causes. Ultimately, a charity may set itself a range of objectives, such as to:
1. Raise money to purchase equipment or services for a given cause (for example, providing protection against malaria in Africa or carers for disabled people in the local community)
2. Raise awareness of a given cause, which may in turn result in more money raised to support the cause
3. Create a surplus – for example, to generate more money than it takes to operate its fund-raising activities, which can be spent on the supported cause.

Marketing objectives
Marketing and business objectives are both different however both will be SMART marketing objectives may be based on factors besides survival and growth. Although they both support business’s overall objective of growth.
-Market leadership
Market leadership is the position of a business with the largest market share in a given market for goods and services. Market share may be measured by either the volume of goods sold or the value of those goods. For example, Tesco is the market leader in the UK supermarket marketplace. It is the largest in terms of value of goods sold. Similarly, Pedigree