Annual Report Final

BA 2196, Sec 402

Writing Assignment: Analyzing the Annual Report

Caterpillar Inc. is a Global Fortune 500 company and one of the world’s largest

manufactures of construction and mining equipment, diesel and natural gas engines and

industrial turbines. Caterpillar Inc. was found on April 15, 1925 as a result of two

companies merging together, Holt Manufacturing Company and the C.L. Best Tractor

Company, forming a new entity based on California. In 1986, the company reconstructed

itself as a Delaware corporation with its headquarters located in Peoria, Illinois. Its logo

“CAT” and its trademark “Caterpillar Yellow” are recognized on Caterpillar machinery

worldwide. Caterpillar uses many innovative approaches in their 2013 annual report to

persuade the reader in believing in what the company has to offer. The approach that

Caterpillar uses to demonstrate the company’s achievement is the storytelling approach

which they do through: persuasive declarations are used to express the value of the

company, eye-catching organized visual theme is used to engage the audience and

emotionally evocative pictures demonstrate how the company is giving back to society.

Caterpillar uses persuasive declarations to express the value of the company.

First, on page two, we have the chairman’s message: “The strengths we share-our

common ground-remain Our Values in Action,” highlighting “common ground” in

yellow, as part of the theme throughout the annual report. The message continues with

very convincing phrases like: “the strongest balance sheet…(in) more than 25 years,”

which provides investors a better idea of the company’s financial condition and

displays what the company owns and owes. We also have the publication of “$10 billion

stock repurchase program.” This demonstrates the self-confidence that Caterpillar has for

its future to potential investors who are considering investing in the company....