A large telecommunications company wants to increase their Average Revenue Per User per month by 5%, by end of year, to increase revenue in a highly competitive market. From a SMART target perspective, what is missing?
A.
T - The increase should be seen sooner
B.
A - It is too easy of a target to attain
C.
S - There is no mention of which product group/line the target pertains to
D.
R - Since competition is high, focus should be on increasing customer base and not on ARPU
pg 113 in BABOK Strategy Analysis 6.2.4
ARPU stands for Average Revenue Per User (or Unit).
In the context of the SMART target example:
Specific (S): The goal specifies increasing ARPU, but it could be more specific by mentioning which product group or line.
Measurable (M): The target is measurable with the 5% increase.
Achievable (A): Whether the target is achievable depends on the company's assessment.
Relevant (R): The relevance is debatable based on strategic focus.
Time-bound (T): The goal is to achieve this by the end of the year.
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