OUR BUSINESS, GOALS AND STRATEGIESOVERALL STRATEGIESOur overall strategies are aimed at achieving profitable growth that provides high value to all of ourstakeholders – PTAs, customers and society, owners and employees. Stable and profitable growth isachieved by securing the right contracts, rather than greater market shares, and by optimizing allresources in our daily operations of supplying services. Our values serve as the point of departurefor our choices.STRATEGIES MILESTONES <strong>2012</strong>/13WE ARE AVAIL<strong>AB</strong>LE FOR OUR CUSTOMERSBased on customer needs and our product values – simple, affordable andfriendly – we’re ready to take on a leading role in developing new, customizedsolutions and offerings that make both regional and interregional travel moreattractive.WE PURSUE CONTINUOUS DEVELOPMENTIn addition to continually working with operational excellence on everythingfrom optimization of the bus fleet to staffing and traffic planning, we also takethe initiative in designing new types of contracts that result in more value tocustomers and lower costs to society. We strive to increase the quality of tenderingprocesses. The aim is to increase our share of the value chain by takinggreater responsibility for the supply, scheduling and sales in exchange for compensationbased on both the traffic services offered and actual travel.WE RESPECT EACH OTHEROur actions are based on the concept that everyone deserves respect. Theresults from dialogues and feedback from passengers, PTAs, employees andother stakeholders should influence our behaviour, yet still enable us to adhereto our values and achieve our long-term goals.WE FOSTER STRONG LEADERSHIPThe industry’s most committed employees should take the initiative in ourdevelopment efforts via a leadership style that is governed by goals, delegatedand focused on individuals. This increases the organization’s ability to achieveits goals. We will ensure leadership succession and skill development of bothmanagers and employees, along with acquiring cutting-edge expertise in business-criticalkey areas.WE CAREOur commitment to a sustainable society with increased mobility means thatwe actively pursue important public transport issues, via participation inindustry associations, for example. Through dialogue with politicians, we willstrive to change the rules of the game in this industry so that it is possible todeliver higher value at a lower overall cost to society, i.e. one that takes intoconsideration the risks and costs associated with environmental impact andtraffic accidents. We actively participate our sector’s consolidation towardspublic transport that is sustainable and quality-oriented.· We won 9 new contracts.· We initiated 12 new traffic contracts.· We cooperated on a new bus concept (BRT) inMalmö.· New light-weight vehicles were used throughout theHelsinki region.· Improvement efforts in Norway were carried out asplanned.· Swebus entered into a partnership and the actionplan produced results.· We expanded IT support such that it is now evenoffered on buses.· We raised the priority of attracting more passengersand improving our ability to do so.· We set up an external employee-ombudsman channel(MOM) that employees can use to report inappropriatebehaviour.· We followed up to ensure that we behave in accordancewith our values.· We redesigned <strong>Nobina</strong> Academy.· We recruited a new President for our Norwegianoperations.· We regularly survey our employees on the effectivenessof our governance and management efforts.· We made recommendations on new trade agreementsthat are now being considered in Sweden.· We are reporting our sustainability efforts in accordancewith GRI.· We strived to improve the travel conditions for ourcustomers.· We engaged in a dialogue with society on increasingthe benefits associated with public transport.12
OUR BUSINESS, GOALS AND STRATEGIESSI M PL E ,AFFORD<strong>AB</strong>LE ANDFRIENDLYWe’re ready totake the lead inmaking travelmore attractiveNOBINA HAS WHAT IT TAKES TO ACHIEVE ITS GOALS.THE GOALS THAT WE ARE STRIVING TO ACHIEVE AREPOSITIVELY IMPACTED BY STRONG EXTERNAL ANDINTERNAL DRIVING FORCES. OUR STARTING POINT ISALSO MOSTLY FAVOUR<strong>AB</strong>LE. BUT OF COURSE, THERE ARECERTAIN COUNTERFORCES AND CHALLENGES. HOWEVER,WE ARE CONVINCED THAT OUR VALUE-BASED STRATEGYWILL EFFECTIVELY RESULT IN SUCCESS – A BUSINESSWITH A SUSTAIN<strong>AB</strong>LE FINANCIAL SITUATION, BASED ONSUSTAIN<strong>AB</strong>LE CONTRACTS, SUSTAIN<strong>AB</strong>LE TRAVEL ANDA SUSTAIN<strong>AB</strong>LE IMPACT ON SOCIETY.B.NOBINA STRENGTHENEDITS FINANCIAL POSITIONAND <strong>AB</strong>ILITY TO ACHIEVEPROFIT<strong>AB</strong>LE GROWTH OVERTHE LONG TERM BYREFINANCING THE GROUP’SBOND LOANS. STANDARD &POORS ALSO UPGRADED ITSLONG-TERM CREDIT RATINGFOR NOBINA TO B WITH AST<strong>AB</strong>LE OUTLOOK.13
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