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Volkswagen Nachhaltigkeit Essay

4845 words - 20 pages



1. Einleitung 3
2. Kurzporträt Unternehmen: 3
3. Nachhaltigkeitsverständnis 4
3.1. Schwerpunktsetzung 5
4. Institutionalisierung und Implementierung von Nachhaltigkeit 5
5. Ziele und Programm 6
6. Orientierung an staatlicher oder internationaler Nachhaltigkeitspolitik 7
7. Orientierung an nicht-staatlichen Initiativen 8
9.Stakeholdereinbindung ins Unternehmen 10
10.Innovation und Nachhaltigkeit 11
10.1 Innovationsstrategie 11
10.2 Nachhaltigkeitsinnovationen 12
11. Eigene Überlegungen und ...view middle of the document...

Abschließend wird versucht eigene Überlegungen mit ein zu bringen und Empfehlungen abzugeben, wobei auch Kritik mit angebracht werden soll.
2. Kurzporträt Unternehmen:
Die Volkswagen AG mit Sitz in Wolfsburg, ist die Konzern-Muttergesellschaft der Fahrzeugmarken Audi, Bentley, Bugatti, Ducati, Lamborghini, Porsche, Scania, Seat, MAN, Škoda, Volkswagen und Volkswagen Nutzfahrzeuge. Jede der 12 Marken hat ihren eigenständigen Charakter und operiert selbstständig im Markt. Das Angebot reicht von verbrauchsgünstigen Kleinwagen bis hin zu Fahrzeugen der Luxusklasse. Im Bereich der Nutzfahrzeuge beginnt das Angebot bei Pick-up-Fahrzeugen und reicht bis zu Bussen und schweren Lastkraftwagen.
Ursprung des heutigen Konzerns ist die Entwicklung eines Volkswagens durch Ferdinand Porsche. Zu diesem Zweck wurde am 28. Mai 1937 in Berlin eine Gesellschaft zur Vorbereitung des Volkswagens gegründet. Am 22. August 1960 wurde die Volkswagenwerk GmbH, die sich nach Gründung der Bundesrepublik Deutschland im Besitz des Landes Niedersachsen befand, in eine Aktiengesellschaft umgewandelt. Auf Beschluss der Hauptversammlung 1985 ist der Name des Unternehmens seither „Volkswagen AG“. Neben der Automobilherstellung gehören auch Finanz- und Logistikdienstleistungen zum Volkswagen-Konzern.
Der Volkswagen Konzern ist einer der führenden Automobilhersteller weltweit und der größte Automobilproduzent Europas. Im Jahr 2011 steigerte der Konzern die Auslieferungen von Fahrzeugenauf 8,3 Millionen was einem Pkw-Weltmarktanteil von 12,3 % entspricht. In Westeuropa stammte mehr als ein Fünftel aller neuen Pkw (23,0 %) aus dem Volkswagen Konzern. Der Umsatz des Konzerns erhöhte sich im Jahr 2011 auf 159 Milliarden Euro, und das Ergebnis nach Steuern betrug im abgelaufenen Geschäftsjahr 15,8 Milliarden Euro.
In 18 Ländern Europas und in acht Ländern Amerikas, Asiens und Afrikas betreibt der Konzern 94 Fertigungsstätten. Fast 500.000 Beschäftigte produzieren an jedem Arbeitstag rund um den Globus über 34.500 Fahrzeuge oder sind mit fahrzeugbezogenen Dienstleistungen befasst. Seine Fahrzeuge bietet der Volkswagen Konzern in mehr als 153 Ländern an. Ziel des Konzerns ist es, attraktive, sichere und umweltfreundliche Fahrzeuge anzubieten, die jeweils Weltmaßstab in ihrer Klasse sind.
Das gezeichnete Kapital der Volkswagen AG setzte sich am Ende des Jahres 2011 aus 295.045.567 Stammaktien und 170.142.778 Vorzugsaktien zusammen. Die Porsche Automobil Holding SE, Stuttgart, hielt 50,73 % der Stimmrechte. Zweitgrößter Aktionär war das Land Niedersachsen mit einem Anteil an den Stimmrechten von 20,0 %. Danach folgte als drittgrößter Aktionär die Qatar Holding LLC 17,0 %, und abschließend noch die Porsche Holding GmbH Salzburg mit 2,37 %. Die restlichen 9,9 % entfielen auf weitere diverse Aktionäre.

Abb. 1 Kenzahlen im Vergleich: 2011 und 2010

3. Nachhaltigkeitsverständnis
Der Volkswagen Konzern lebt mit seinen über 500.000 Mitarbeitern weltweit das Prinzip...

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