We have ranted about annual reports – him and me. About those from E.ON, vodafone, Sparkasse Nürnberg, Telekom and Teambank. Because good was painted red because of the CI. Because time was to be read backwards. Because units changed between years. Because comparison was difficult, reading was difficult, understanding was difficult.
Nivea and Tesa did it better. Have a look.
Source: Beiersdorf AG, annual report 2009.
Time runs from left to right. How it is supposed to be.
Source: also there.
It can be seen that the EBIT is small. Because turnover and EBIT are scaled individually. Because the trend is supposed to be seen. And not the ratio.
Source: also there.
It can be seen that the share performed worse than the DAX. Because of the index (that is no disappindex here).
Source: also there.
Even the Tesa-pie works here. Because: only 3 numbers. Because: labelled correctly. Because: big difference between Europe left and Europe right.
Brave. Because: this is the annual report 2009 – a bad year.
