Vattenfall’s five strategic ambitions

Vattenfall’s five strategic ambitions	Strategies
Number One for the Customer Having satisfied customers is a basic prerequisite for Vattenfall’s continued success and trust in Vattenfall’s operations. Increased satisfaction over time leads to greater loyalty, a larger customer base and higher profitability. Moreover, having a large base of satisfied customers will enable trustworthy relationships with a wider group of stakeholders, which in turn is needed to gain an understanding and acceptance for Vattenfall’s business and secure the licence to operate, grow and create long term value.	Increase customer orientation and market shares while boosting cost effectiveness Increase customer orientation in all areas of Vattenfall’s operations. Make sure that Vattenfall has products and services that best meet the needs of the respective customer segments. Increase awareness about and strengthen the Vattenfall brand. Continue growing the customer base and market shares. Ensure reasonable profitability and maintain competitive strength through continuous improvements in cost effectiveness.
Number One for the Environment The energy industry is increasingly expected to contribute to a sustainable development in society. Growing environmental knowledge and awareness, combined with globalisation and technological development, is leading to more stringent legislation. The ambition to be Number One for the Environment and meet the environmental requirements of tomorrow is essential for instilling trust and earning the licence to operate and grow.	Develop the generation portfolio towards clean energy Significantly increase investments in low-emitting energy generation (renewables, nuclear power and coal using CCS technology). Increase the efficiency of existing electricity and heat production as well as of distribution networks. Accelerate R&D activity, such as in CCS technology. Actively work for global and market-oriented climate solutions to provide incentives for investment in low-emitting technologies.
Profitable Growth Profitable growth is vital for Vattenfall’s future competitiveness and ability to create sustained economic value. Size carries a number of strategic advantages, such as market position, financial strength and ability to spread risks. Added to these are operational advantages, such as more cost-efficient purchasing and leaner administration, which also enhance profitability.	Drive growth through organic expansion and business development combined with acquisitions in priority markets Increase investments in organic expansion. Continue M&A activities, primarily emphasising entry to new markets. Pursue business development as a complement.
Benchmark for the Industry Intensifying competition and price pressures will be an enduring trend in the European energy market. To address this challenge with sustained profitability, Vattenfall must continue to focus on operational excellence. As a company operating across several markets and within different areas of activity, Vattenfall has great opportunities to share experiences and realise cross-border synergies in its efforts to improve overall efficiency within the organisation.	Strive for operational excellence through higher productivity and better utilisation of Group synergies Continuously execute performance efficiency programmes (benchmarking, benchlearning, improved processes). Measure, follow up and reward improved performance.
Employer of Choice Vattenfall’s success depends on good leadership, the right competence and committed employees. Vattenfall is facing a generation shift that presents major challenges. Competition for top talent is rising as experienced employees with unique know-how are headed for retirement at the same time that a demographic shift is taking place in society. It is therefore imperative that Vattenfall is perceived as an attractive employer.	Attract, retain and develop people and competencies for the future Strengthen talent management. Attract, retain and develop excellent leaders. Continue to develop the organisation by fostering greater employee commitment.