Annual Report Analysis of Caltex Australia - Strategic Marketing Management

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic Marketing Management
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Author Note

1STRATEGIC MARKETING MANAGEMENT
The annual report analysis of Caltex Australia
About Caltex
The chosen company whose annual report is to be prepared is Caltex Australia
Limited which is an Australian company. The Caltex has develop to be the nation’s leading
transport fuel supplier, with a network of approximately 1,900 company-owned or affiliated
sites. The complex supply chains of the company reliably and safely deliver fuel and an
evolving range of convenience services and products, to more than three million customers
throughout the nation1. The company has been formed in the early 1900s, and is at present
operating more than 4,700 employees and a convenience retail network that covers Australia.
The CEOs report
The CEO of the company is responsible for making top-level managerial decisions
and for the overall success of an entity. They can ask for input on major decisions but is the
ultimate authority in making the final decisions in a company2. The CEO is also known as the
chief executive, president, and managing director.
The annual report of Caltex Australia from the point of view of the CEO is an update
of the performance of the organisation over the preceding year. It is typically published in a
booklet form and offers a breakdown of revenues and expenditures as part of a financial
overview. It includes a summary of major developments effecting the organization, as well as
goals and objectives for the coming year3. The annual report of the CEO is issued to
1 Chen, Wanqing, et al. "Annual report on status of cancer in China, 2011." Chinese journal of cancer
research 27.1 (2015): 2.
2 Bernile, Gennaro, Vineet Bhagwat, and P. Raghavendra Rau. "What Doesn't Kill You Will Only Make You
More Risk‐Loving: Early‐Life Disasters and CEO Behavior." The Journal of Finance 72.1 (2018): 167-206.
3 Buehlmaier, Matthias MM, and Toni M. Whited. "Are financial constraints priced? Evidence from textual
analysis." (2017).

2STRATEGIC MARKETING MANAGEMENT
commonly shareholders of the company as a means of giving a status report to investors,
employees or any other interested stakeholders.
Director’s report
The Caltex has develop to be the nation’s leading transport fuel supplier, with a
network of approximately 1,900 company-owned or affiliated sites. The complex supply
chains of the company reliably and safely deliver fuel and an evolving range of convenience
services and products, to more than three million customers throughout the nation. The
company has continued to evolve the physical operations, skills and capabilities with the
strength in creating value from our integrated, and complex supply chains.
Auditors Declaration
From the annual report of the company, the financial statements consists of the
consolidated income statement, consolidated statement of comprehensive income,
consolidated balance sheet, and consolidated statement of changes in equity and the
consolidated cash flow statement4.
Corporate governance Statement
The basic core values includes the strengths of the culture that would help in the
attainment of the company goal and find innovative ways of production. The Caltex Australia
aims in making a difference to its customers5. In 2018, the company focuses on enhancing the
key capabilities across the business that would enable developments in the interconnected
Fuels & Infrastructure and Convenience Retail businesses.
Mission and Vision of the company
4 Barkemeyer, Ralf, et al. "CEO statements in sustainability reports: Substantive information or background
noise?." Accounting Forum. Vol. 38. No. 4. Elsevier, 2014.
5 Patelli, Lorenzo, and Matteo Pedrini. "Is tone at the top associated with financial reporting aggressiveness?."
Journal of Business Ethics 126.1 (2015): 3-19.