The Audi Group

PRIMERA PRÁCTICA: La misión empresarial y la estrategia empresarial
After several days thinking about which firm would be the most interesting one for our practice, we have decided that the Audi group could be the one we have been searching. It’s always interesting to work inspired by a topic in what you are interested, and in this case, every member of the team is interested in cars, speciallythis type of vehicles, the premium cars.
We have also chosen that brand because, apart from loving cars and everything related to the automobile industry, we think that a company that focuses their activity in producing such a potentially dangerous machines should have very strong values, a clear and firm mission and an important corporate social responsibility, which could be very helpful forus in order to make a good work.
The Audi group is a huge company whose main brand is Audi. It’s mainly owned by the Volkswagen group (they own almost the 99% of the firm). Their main occupation is producing and distributing cars within the automobile industry. Audi is a worldwide well-known brand and it is considered one of the most reliable and prestigious brands within the industry where theycompete.
*Picture source: http://www.audi.com
Audi’s main values are sportiness, progressiveness and sophistication. Every Audi car has a really powerful engine and an impressive outline which make people think of this brand as an sportive one, being probably the most recognized brand withinits scope. When it comes to progressiveness, Audi is undoubtedly an industry leader because one of its main concerns is to innovate and crate new products and other stuff to be always ahead of its rivals. They have created many products and processes that are now being used by rival companies to perform their own products. Finally, we could say that Audi’s sophistication is proved in every newmodel they release.
As a huge and important company, Audi has a very big number of stakeholders that are looking after the way the company works and the decisions that are made. Their main stakeholders are: their employees, shareholders, customers, the community, suppliers and the German Government. This last stakeholder is a particular one and should be explained more in detail: the exports are themost important issue in the German economy and one of the largest exports are the luxury automobiles. Taking into account that Audi’s exports are maybe the most important ones within the luxury automobiles sector, the failure of the brand could produce extreme damages to the

German’s economy. Audi’s primary stakeholder is Volkswagen, as it owns 99% of the company.
This brand is also wellknown because of the way they are concerned about social and environmental issues. Their social corporative responsibility (RSC) talks about their commitment to the environment and to the society. They also say they are willing to talk to anyone interested in carrying out projects to improve they way this company deals with the environment. They also carry out their own projects in order to achievethis improvement.
When it comes to management, their responsibility is about: “effective corporate governance in accordance with the highest national and international values and principles” and “good relations with investors, effective collaboration between the Board of Management and the Supervisory Board, a performance-based remuneration system for management and staff, as well as openness andtransparency in corporate communications”.
The Audi group, as well as the Volkswagen AG, takes part in the Global Compact playing and active role, which is a very clear example of the values they have and the way they want to operate in the automobile industry. They joined this agreement the 23rd of December in 2012.
In this work we will study how Audi works when we talk about his mission and...