18(a) Describe the mission/purpose of your proposed gTLD
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1. Q 18 (a): Describe the mission⁄purpose of your proposed gTLD.
The MAN Group is one of Europeʹs leading manufacturers of commercial vehicles, engines and mechanical engineering equipment with annual revenue of approximately €16.5 billion and around 52,500 employees worldwide, producing at 28 production sites in 31 countries. MAN supplies trucks, buses, diesel engines and turbomachinery as well as turnkey power plants. MAN’s divisions hold leading positions in their respective markets. Munich-based MAN SE is one of the 30 leading companies in Germanyʹs DAX equity index.
The MAN Groupʹs strategy aims to create sustainable value in Commercial Vehicles and Power Engineering. MANʹs strategy: Focus on transportation and energy, customer orientation, after-sales activities, profitable international growth, technology leadership.
The Industrial Governance management system is a part of this. It clearly distributes roles, centralizing the companyʹs strategic management and strengthening the operational responsibility of its three subgroups: MAN Truck & Bus, MAN Diesel & Turbo and MAN Latin America. Each division must measure itself against its strongest competitor.
The MAN Groupʹs Guiding Principles outline the scope for the responsible and sustainability-driven conduct of all MAN employees. Our Corporate Values of being reliable, innovative, dynamic and open play a key role in our success on both product markets and the capital markets as well as in attracting qualified employees and in social acceptance of all our business activities.
MAN has been around for over 250 years.
2. Our mission in the operation of the .man gTLD
Our mission is to link the letters MAN as closely as possible to the largest company worldwide under this name (we have been having it since 1908) - offline and online. MANʹs whole digital business strategy depends on an .man architecture. - With a nTLD .man we strengthen our brand and increase our customerʹs and the Web Communityʹs loyalty and trust. It is our goal to protect our trademark as well as the reputation of your company. Our own TLD will tie together various elements of our brand architecture and will place us as innovation leaders within our sector. - With an own TLD our customers and Web users can rely on the security of our Website. - Web users seeking reliable first-hand information about our products or our company will benefit from the possibility to limit the search to the contents of .man domains. - An own nTLD will allow us to create short and easily memorable domain names. - We are expecting userfriendlyness via easy to remember domain names, above all for mobile access - Online marketing will be able to make use of many new opportunities: online marketing campaigns with customized URLS, a wide range of eye-catching slogans. - The own TLD will give us full control over our worldwide online presence: it gives us the choice whether we want to restrict the use of our TLD to departments within the company or whether we want to allow our partners or resellers to use our brand TLD for company-approved purposes. We can establish our own requirements and policies that ensure that our quality standards are met at any time. - The .man will be used as proof of identity: Customers, resellers, and partner companies that are awarded .man domains are clearly visible for their customers, potential customers, and the Web Community as certified and competent enterprises.
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