In: Economics
A firm may have different objectives in different markets. For example a firm in a fully competitive market may aim at increasing production by reducing cost of production. In a fully competitive market, every firm is a price taker. In order to increase profit, it needs to be more efficient than other firms.
Likewise, a firm in monopolistic competition, or oligopoly may have different objectives accordingly.
There are many theories that state different objectives of firms. Managerial theory states that managers try to increase sales whereas according to one theory a fim may emphasise on increasing its market share. Such objectives are said to be strategic objectives where a firm looks at consolidating its position in the market.
For example, in a telecom market which is generally oligopolistic in nature, a firm may pursue increasing its market share rather than looking at short term profitability.
A telecom operator in India, Jio Inc. owned by Reliance Industries, invested at least $30 billion dollars, mostly on loan to offer its services at most affordable rate in the market which led to the firm becoming the largest telecom company in the country. Here, Jio looked at long term strategic objectives and not profitability in the short term.
Thus, we can say that a firm or a company may have different objectives depending on the market structure it is operating in.