All publicly traded entities have an obligation to report financial highlights and objectives annually. It may
seem strange that these reports include information that could be viewed as an advertisement for the company,
until you consider that these reports are aimed at many different stakeholders—including shareholders, potential
investors, other companies in the same industry, the media that covers that particular industry, and financial
Consider the various uses of the public annual report.
select two different audiences who might view the annual report. For each group, state which sections seem most
relevant and which sections seem least useful.
locate an annual report for a company other than FedEx.
Compare FedEx’s approach with the approach of the other company. What, if any, are the differences? Which did you
find most effective, and why?
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