THE ATKV: YOUR ONE-STOP CULTURAL HOME
The ATKV is a cultural organisation through which the Afrikaans culture as a whole is experienced, promoted, enhanced and expanded, so as to make an indispensable contribution in Southern Africa.
This mission is realised through a variety of activities countrywide and through projects which are aimed at equipping the South African community in general with sufficient skills and cultural depth, in order to make Southern Africa a country of opportunities for all.
The ATKV wants to use its activities to ensure that the Afrikaans cultural community will remain the Afrikaans colour in the South African rainbow.
The ATKV considers the Afrikaans culture, knowledge and creativity are an indispensable part of a successful South Africa.
The ATKV will therefore:
- be the Afrikaans cultural home in South Africa;
- be relevant and credible;
- have a wide netword;
- be economically robust and relevant;
- be a visible national asset and part of the main stream;
- represent the demographics of Afrikaans speakers regarding its members, leaders, products and staff;
- have a contemporary and youthful image and face; and
- ensure that the phrase "presented by the ATKV", embodies quality, creativity and value.
ATKV MANDATE
The ATKV is a cultural organisation that practises Afrikaans culture creatively to the benefit of the company itself, the Afrikaans community and a successful multicultural South Africa.
ATKV VALUES
The ATKV values are, in accordance with its statutes, as follows:
- The ATKV is, as a cultural organisation, characterised by its Christian, biblical foundation.
- The ATKV does not discriminate against any person.
- The ATKV is committed to professional behaviour and ethical standards in all its actions.
- The ATKV operates all its activities in accordance with sound business principles.
- The ATKV respects the human dignity of its employees and deems them to be an indispensable asset.
- The ATKV deems its members and clients to be its most important asset.
CORE BUSINESS
The ATKV's core business is as follows:
- The ATKV is a cultural organisation that practises culture.
- The ATKV participates in the cultural discussions of South Africa.
- The ATKV develops and operates holiday resorts.
- The ATKV develops and operates retirement accommodation.
- The ATKV develops value from both physical and intellectual property.
- The ATKV invests in a publishing concern.
VISION OF THE ATKV'S BUSINESS DIVISION
Within the ATKV's vision that embodies its core ideology, it is essential to refine the reason for its existence and particular, desired outcomes/final goals for the business division, to incorporate the division while providing incentives to realise its aspirations and to provide both a streamlined vision and link to increase responsibility and achievement within the business division.
BASIS OF THE ATKV BUSINESS DIVISION
To ensure growth and dividend optimisation for application throughout the Group through the operation of business activities, to ensure the economic power and relevance of the ATKV Group.
MANDATE OF THE ATKV BUSINESS DIVISION
To run profitable, sound business activities with a primary goal of maximising a return on investments and profits, with a view to use a portion of such return/profit (the rest being used to secure growth) as cultural dividend to promote the cultural mandate of the ATKV Group.
ATKV RESORTS VISION
The ATKV feels that the Afrikaans culture, knowledge and creativity are unmistakably part of a successful South Africa. Within these core values, the ATKV resorts are highly profitable and the first choice in holiday destinations where holiday goers are assured of an unforgettable, true Afrikaans holiday experience.
This means the ATKV resorts:
- own a holiday brand name that is synonymous with excitement, uniqueness, Afrikaans and quality - definitely an "Aha" brand name
- are market leaders in the holiday resort industry
- are the driving force of a network of accommodation and holidays suppliers
- are the driving force (owner) of an integrated (inter)national e-holiday booking system
- earn sufficient, sustainable profits
- own sustainable growth businesses
- are socially responsible including the second economy
- run acceptable businesses by focusing on core activities
- own an Afrikaans investment company (Afribel) for funding and operating the businesses
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