Porsche 2003 Annual Report Download - page 58

Download and view the complete annual report

Please find page 58 of the 2003 Porsche annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 140

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132
  • 133
  • 134
  • 135
  • 136
  • 137
  • 138
  • 139
  • 140

54
Porsche enjoys an excellent international reputation. This is
an important success factor for the company, and one that also
promotes positive business development. The function of an
effective communication strategy is to maintain and increase
this good reputation by continually enhancing the credibility of
the products and the brand as well as their social acceptance.
Evidence that Porsche has succeeded in this is provided by one
award in particular: for the third time in succession, Porsche
was voted the company with the best image in Germany.
This accolade was awarded to the sports car manufacturer by
“manager magazin” in January 2004. The editorial team asked
2,500 members of senior management in German business
to nominate company which they considered to have the best
image. 171 companies from 16 sectors were listed in the
resulting this image profile, which included factors such as
customer focus, management quality and innovative thinking.
After coming out on top in 2000 and 2002 – the survey takes
place every two years – Porsche AG was again voted overall
winner in 2004.
Porsche has proved more than once that size is not everything
for the achievement of economic success. A comparatively
small company can also make itself heard on economic and
socio-political topics – whether this concerns the avoidance of
quarterly reports, the refusal to accept subsidies or a clear
declaration of confidence in Germany as a business location.
Having the courage to clearly state what you mean – and
doing so in a successful manner with carefully chosen words –
this approach to communication was also one of the reasons
why Porsche’s CEO was awarded the 2003 Cicero Speakers’
Prize. The jury appreciated his special ability to combine
commercial knowledge, the quality of leadership and rhetorical
craftsmanship.
Journalists from all over
the world were able to subject
the new 911 and Boxster
to tough testing at our press
driving events.
Communication 2003 ⁄ 04