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Metro Group : annual report 2010 : StrateGY → inteRVieW WitH tHe CHaiRman oF tHe manaGement BoaRd → dr Cordes, Metro Group considers itself to be a sustainable company. What does this mean? that we combine profitable growth, a commitment to demanding environmental and social standards as well as corporate social responsibility into a strategic whole. sustainability serves as a sensible complement to our operating business. it also creates new opportunities in the relationship of customers, shareholders, employees and other stakeholders. sustainability is a fixed component of our business strategy. → Can you elaborate on this point? sustainability is frequently viewed as nothing more than conserving resources and lowering costs. But when combined with a company’s clear sustainable direction in terms of product strategy and process management, it also creates growth opportunities. at the same time, profitable growth must be a fixed part of responsible actions towards society and the environment. We have acted accordingly and even intensified our “ProfitabLe GroWth needs vaLues.” an interview with dr eckhard Cordes, Chairman of the Management Board of Metro aG, about sustainable commitment We have aCted aCCordinGLY and even intensified our CoMMitMent to sustainabiLitY durinG the GLobaL finanCiaL and eConoMiC Crisis – instead of reduCinG it. → p. 021 commitment to sustainability during the global financial and economic crisis – instead of reducing it. after all, during tense economic times, it is critically important for companies that are conscious of their responsibilities to not lose track of their longrange goals – not least so that they remain credible players in the capital market. Professional investors increasingly incorporate considerations about systematically pursued sustainable business practices into their decision-making processes. one other point: if sustainable business practices are an element of the operating business strategy, it has a positive impact on other areas as well. after all, the market of products and the market of opinions and judgements are closely related. → is the sustainable business strategy being employed by Metro Group profitable? definitely. to us, “profitable” means that we generate faster growth in eBit than sales. With earnings before special items of €2.4 billion in 2010, we generated the highest →
Metro Group : annual report 2010 : StrateGY → inteRVieW WitH tHe CHaiRman oF tHe manaGement BoaRd eBit in our Company’s history. We opened 100 new stores, we introduced three of our sales brands into new markets, and we were still able to lower our costs. sustainability and profitability are not contradictions in terms. the priorities are clear – profitable companies are the only ones that can be socially and environmentally conscious companies. → does this commitment improve Metro Group’s competitive position? Yes. Because we factor environmental and social issues into all business decisions, we gain a competitive edge. this sustainability philosophy helps us to respond at an early stage to changed business and social conditions. → Which changes do you have in mind? When the products and prices of various competitors reach similar levels, a company’s social and environmental commitment becomes more and more important. this works on three levels: Customers increasingly demand a sustainable product range. the capital market wants to know whether we are prepared to face such global challenges as demographic and climate change. and political leaders want us to help to meet these challenges – this is because these issues are so critical that the business world, the political community and society as a whole have to work together to find answers to them. → how are these demands reflected in your strategy? in 2009, we set up the sustainability Council to bundle and manage the Group’s array of activities. We also want to use the council as a platform from which we can integrate sustainable ways of thinking and acting into the entire to Put it siMPLY, in our oWn CoMPanY We do those thinGs that strenGthen our business and suPPort our sustainabiLitY GoaLs. Company. Four thematic working groups made up of specialists from the sales divisions and central departments of metRo aG have been set up. the first focuses on quality, health and the environment; the second on energy and resource management; the third on employees and social affairs; and the fourth on social policies and stakeholder dialogue. the working groups discuss current issues, develop concepts and programmes, and lay the groundwork for binding decisions by the sustainability Council. → this is the abstract level. how do you incorporate this work into everyday business practices? to put it simply, in our own Company we do those things that strengthen our business and support our sustainability goals. take environmental protection as an example: with state-of-the-art cool stores or energy-optimised construction techniques, we lower our energy consumption and our Co 2 emissions at the same time. By investing in our employees’ qualifications, we are securing our pool of specialists and strengthening their identification with the Company. Furthermore, we live up to our responsibilities along the entire value chain. → p. 022 → this means? For instance, we encourage fair production and working conditions amongst our suppliers. and we help farmers in emerging countries to fulfil standards applying to food safety and quality. For instance, we follow through on this commitment in training courses, which we jointly carry out with the United nations industrial development organization (Unido). → Would you describe Metro Group as a green company? if you insist on painting us in certain colours, then please use blue and yellow. after all, we view ourselves first and foremost as a retail and wholesale company that systematically focuses on its customers’ needs. But i would say that we once again made tremendous strides in the area of sustainability in 2010. this is something that the capital market has recognised, too: for instance, we significantly improved our ranking on the dow Jones sustainability World index and were rated as a “prime” investment by oekom research – a leading rating agency for sustainability. → What’s ahead for 2011? We will continue to decisively put our philosophy into practice in order to secure our long-range success. We are also systematically working to achieve our own goals – which include lowering our Co 2 emissions by 15 percent by 2015. and new goals have just been added: at the beginning of the year, we joined the Un Global Compact, the United nations’ network for entrepreneurial responsibility. By joining the compact, we pledged to make continuous improvements in terms of the Un Global Compact principles. this is another clear signal that we take the issue of sustainability seriously.
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