Page 5: Conclusion
Business strategy is derived from the overriding vision and values of an organisation. These steer the company in the direction it wants to take for future business growth. A company is not always simply driven by profits. Having a strong set of values and a culture that puts the customer first enables a business to explore different business opportunities that allow it to grow, while continually providing excellent customer service. The company recognises that providing customers with safe, reliable and convenient transport helps to differentiate it from the competition. By introducing initiatives such as the Youth Promise, and aligning ‘Golden Rules’ to their values, National Express is further distinguished from its competition and ensures that its customers are served with pride.