Morgan Crucible’s aim is to create consistent, long-term value for our shareholders by becoming one of the world's very best advanced materials companies. Our strategic priorities are:

• To focus on higher growth, higher margin, non-economically cyclical markets
• To be high value-added to our customers
• To be number one or number two in our chosen market segments
• To have a culture of operational excellence and cost efficiency
• To find, keep and develop the right people

Focus on higher growth, higher margin, non-economically cyclical markets
Across all our businesses we are investing in technological leadership, rebalancing the mix of products to give greater weight to high value, technically complex components, both by developing existing lines, often in partnership with customers, and by making strategic, bolt-on acquisitions. Our choice of markets is crucial to success: we are moving away from cyclical, commoditised markets and focusing our efforts on higher-value growth markets such as medical and defence, and emerging economic growth markets such as China, India and Latin America.

Morgan Crucible’s path to growth is through the long-term, close relationships we have with our customers who come to us for highly specialised engineering and superior materials. This often involves working with customers’ R&D teams early in the development stages, helping them create efficient technical processes and delivering components with the right technical edge to bring a product successfully to market.

Be high value-added to our customers
In creating sound and robust market positions for our businesses and products we are building on a position of strength. Many of Morgan Crucible’s products are already established as leaders in their markets. 

Be number one or number two in our chosen market segments
As we develop the high value-added, high margin parts of our business and move into new markets, we aim swiftly to achieve leadership positions then maintain and grow our lead. 

Have a culture of operational excellence and cost efficiency
Efficient, low-cost, sustainable manufacturing operations underpin the success of our business. We benchmark our processes across the Company, constantly looking for better, more innovative ways of producing top quality products at the lowest achievable cost, while insisting on the highest standards of safety in our plants. An important part of innovation is finding ways to minimise the impact on the environment of our operations and of our products, both during and after their useful life.

Finding, keeping and developing the right people
Our people are central to the continuing strength and growth of our business. We strive to attract and retain the best possible people who are capable of supporting our aim of delivering long-term value for our shareholders. Our development and training programmes are targeted to provide our people with first-class skills and know-how.

This strategic priority is also a significant consideration when making bolt-on acquisitions, both in terms of the strength of the existing management teams and ensuring a good cultural fit with our business.
 

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