• Value creation
• Strategic focus and future orientation

Key observations:

The Introduction of Achmea's 2014 Annual Report contains a high-level discussion of the company's implementation of its strategy.  Achmea's "Acceleration & Innovation" agenda was started in 2013, and focused on four cornerstones: customer-driven, responsible returns, competitive costs and employees in transition.  Facts and figures are included to explain the progress made to date in each of the areas, and commentary is provided regarding the industry and company-specific factors that might affect the company's achievement of its targets over the next two years.

Achmea discusses its overall ambition to become the most trusted insurer for its customers on page 15-17.  The insurance company's value proposition is explained and focused primarily on four key stakeholder groups: customers, employees, business partners, and shareholders.  The Stakeholder Value Management model is presented on page 16, showing each stakeholder group's contribution to Achmea and, in turn, the value created for each group.  Management has performed a SWOT analysis to identify the company's strengths, weaknesses, opportunities and threats in terms of its strategic objectives.  The matters presented as 'opportunities' further underscore the company's Acceleration & Innovation agenda, and in turn, serve to justify the company's investment and focus on customer centricity and technological/digital enhancements.  The presentation of issues is balanced, though, with the inclusion of 'threats' that will have an impact on the way in which Achmea navigates the changing economic and regulatory environment in pursuit of its strategic objectives.