I seem to recall in the book 30 years Watchtower Slave by W Schnell that he felt one of the society's first aims was to become the national religion and even the main international religion of the world.
I'm not sure how true this is as the idea must have been dropped a long time ago.
With the orgs fanatical enthusings about facts, figures, hours, percentage growth and such I think they would still like to see the JW's grow in size. I don't think they give a rats ass about the quality or devotedness of the individuals as they take great delight later on in being able to kick them out when they don't tow the line.