Focus on a stronger customer-driven approach

Our strategic objectives emphasize the transformation process from a product supplier to a customer segment specific solutions provider.

Kemira’s objective is to become a global group of leading chemical businesses with a unique competitive position based on a customer segment driven approach and a high degree of mutual synergy. We will place special emphasis on changing our operating model, in other words transforming from a product supplier into a customer segment specific solutions provider, and on expediting the commercial launch of new products and services.

 Strategic goals

Profitability improvement the key guideline

The most important objectives guiding our operations are continuous profitability improvement and shareholder value creation. We aim to continuously show a positive net cash flow after capital expenditure and dividends paid, excluding company acquisitions and to increase the return on capital employed (ROCE). We aim to increase shareholder value in terms of both dividends paid out and higher share prices.

Growth from new markets and solutions

In line with our strategy, we focus on carefully specified customer segments. Our key priorities include strengthening customer relationships and a geographic expansion into emerging markets. We seek a competitive advantage derived from an efficient operating model, complete solutions, competence, a strong brand and a strong corporate culture.

Our growth strategy is based on seizing opportunities in emerging and growing market areas. In addition, our objective is to grow by providing our customers with new products and solutions faster than before. We will also make acquisitions if they support our growth strategy, bring in new competence, expand our product selection, and strengthen
our profitability.

Transformation of the operating model well under way

The transformation from a product supplier into a customer segment specific solutions provider requires an in-depth understanding of customer needs and expectations. During 2007, we invested heavily in the customer segment based strategy work in order to reinvent our operating models and to deliver even more benefits to our customers.

Our objective is to generate great mutual synergies. We will be able to make more efficient use of the company’s shared resources after the current harmonization of ERP systems and the purchase and delivery chain systems have been completed.