Management Report & Annexes | Basic Information About the Group

1.2 Group Strategy

In line with our mission “Bayer: Science For A Better Life,” we aim to improve people’s quality of life. For this endeavor, we focus on our core competency of developing and successfully commercializing ­innovative products and solutions based on scientific knowledge.

Our objective: profitable growth

Our corporate strategy is aligned toward profitable growth that will sustainably increase corporate value. We place special importance on developing new products and solutions that create significant value for customers and patients, and on serving the Emerging Markets, particularly those of Asia and Latin America. In this way we are giving more and more customers access to our products and establishing a solid basis for further growth.

Our success is based on innovation

Bayer is a world-class innovation company that is steadily opening up new, attractive market segments in fast-growing and research-driven areas. Apart from the Life Sciences – the health care and agriculture businesses –, a further focus of our activities is on high-tech polymer materials. Our success is based on the development of new molecules, technologies, processes and business models. In the long term we expect additional growth impetus to come from interdisciplinary research at the interfaces between ­­human, animal and plant health. We are convinced that such research can leverage significant synergies.

We plan to continue playing leading roles in our business areas and to reinforce the strong positions we already hold. A strategic focus of our investment is on expansion in the Life Sciences. We aim to drive organic growth in these businesses through investment in research and development and through targeted acquisitions and collaborations. At MaterialScience we intend to defend the leading positions we hold in our market segments. We are also continuing to adjust business processes to changing market conditions in order to improve profitability. We are investing heavily to deliver organic growth in all areas of activity. Bayer plans to spend a total of some €18 billion for research and development and for property, plant and equipment between 2014 and 2016.

Acting sustainably

Sustainable business practices are essential to the Group’s future viability. We therefore endeavor to ­balance our economic objectives with social and ecological requirements in the development, manufacturing and marketing of our products. We aim to gain broad social acceptance for our activities through responsible business practices and by taking into account the expectations of relevant stakeholders.

Our employees are our most crucial resource

Motivated employees are especially important for the successful development of our business. Bayer ­embraces a performance- and development-oriented corporate culture, coupled with a pronounced sense of social responsibility. We encourage human and cultural diversity within the company, placing special importance on pleasant work environments, flexible working conditions and excellent vocational and advanced training opportunities. We offer attractive career prospects and aim to continue attracting the most talented people to support our company’s successful and sustainable development.

Last updated: February 28, 2014  Copyright © Bayer AG
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