Dear readers, This report describes what Daimler means by ...
Dear readers, This report describes what Daimler means by ...
Dear readers, This report describes what Daimler means by ...
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<strong>Daimler</strong> 360 GRAD - FAKTEN zur Nachhaltigkeit 2008<br />
<strong>Daimler</strong> Nachhaltigkeitsbericht 2008 / The company / Values and strategy / <strong>Daimler</strong> target system and strategic areas of activity*<br />
<strong>Daimler</strong> target system and strategic areas<br />
of activity*<br />
Strategy<br />
We have reviewed the strategic focus of <strong>Daimler</strong> AG and adjusted it to the new situation. As a pacemaker for<br />
technological progress in the automobile industry, we focus on our traditional strengths: we want to inspire our<br />
customers with<br />
� first-class premium automobiles that set the benchmark,<br />
� commercial vehicles that are the best in their respective competitive environment, and<br />
� outstanding service solutions related to these products.<br />
Target system. The goal of the new <strong>Daimler</strong> AG is unchanged: We intend to achieve sustainable profitable growth<br />
in all of our divisions and thus to increase the value of the Group. <strong>Daimler</strong> has solid foundations in all of its<br />
businesses and has a leading market position in each relevant segment. We aim to be one of the world’s leading<br />
automotive manufacturers and a company that is valued <strong>by</strong> its customers, business partners and employees. We<br />
have set ourselves challenging targets also in financial terms: We aim to earn an average return on sales of 9% in<br />
the automobile business over the market and product cycles. In order to achieve these targets we have defined a<br />
strategic framework – the <strong>Daimler</strong> target system – which, as shown in the above diagram, consists of six<br />
strategic dimensions and is based on the four key values of passion, respect, integrity and discipline. We believe<br />
that these values are a prerequisite to deliver excellent performance - and we therefore act in accordance with<br />
them.<br />
For both the Group and the individual divisions, we have defined the actual situation and the target for each of<br />
these individual strategic dimensions.<br />
Commitment to excellence<br />
<strong>Daimler</strong> ScoreCard. The <strong>Daimler</strong> ScoreCard supports the implementation of our corporate strategy. It is the link<br />
between our target system and the operational management of the businesses <strong>by</strong> evaluating the progress made<br />
towards our strategic goals. The <strong>Daimler</strong> ScoreCard serves as an additional management instrument: it<br />
supplements the financial controlling instruments with the application of non-financial performance indicators.<br />
Four strategic focus areas for action. To achieve our strategic targets, within the framework of the <strong>Daimler</strong> target<br />
system we have laid down four strategic focus areas for the coming years:
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