Chapter 3

Apuntes

Chapter 3 Business objectives LEARNING OBJECTIVES On completing this chapter you should be able to: Apply and analyse: • Vision statement and mission statement (AO2) • Common business objectives including, growth, profit, protecting shareholder value and ethical objectives (AO2) Synthesise and evaluate: • Strategic and tactical objectives (AO3) • Corporate social responsibility (CSR) (AO3) Select and apply the following business management tools: • SWOT analysis (AO4) • STEEPLE analysis (AO4) • Ansoff matrix (AO4) BUSINESS IN CONTEXT Daimler AG – objectives and strategy Daimler AG is one of the world’s most successful automotive companies. With its Mercedes-Benz Cars & Vans, Daimler Trucks & Buses and Daimler Mobility divisions, the Group is one of the leading global suppliers of premium cars and one of the world’s largest manufacturer of commercial vehicles. The Group’s strategic approach can be summarised in three core statements: Move: Reinvent the invention As the inventor of the automobile, it is in our nature to repeatedly reinvent mobility. Our aspiration is to offer environmentally sustainable solutions for mobility and the transport of goods in the futur...