ICI will succeed by operating at the highest levels of excellence, acquiring unrivalled knowledge of key markets and using technology creatively. The result will be products which deliver greater benefits for the company's customers, higher returns for shareholders and increased rewards for employees.

ICI must...

... show unrivalled understanding of customers and their markets

... seize opportunities rapidly, taking intelligent risks to bring measurably better products to market

... meet demanding year-on-year growth targets above industry norms, and constantly improve operational performance

... hire, inspire and develop outstanding people by encouraging initiative, supporting new ideas and rewarding delivery

... never compromise ICI's commitment to safety, health and the environment.

Strategic Vision

• market-driven innovation in products and services

The Group's innovative skills are a major competitive strength which are driven by the marketplace. The Group sets out to meet the needs of its chosen customers in ways that deliver the desired effect and service and create value for both parties.

• winning in quality growth markets worldwide

The Group will invest in growth markets in which it has leading market positions. It aims to have all its businesses in such positions and it will do this by concentrating efforts on what it believes are the best quality growth opportunities around the globe.

• inspiring and rewarding talented people

The Group is determined to create a way of working that attracts and retains high calibre individuals and that releases the energy and talents of everyone in the organisation. It aims to be an organisation in which all employees know what is expected of them, have the freedom to take initiatives, are accountable for the results and are properly rewarded for success.

• exemplary performance in safety and health

The Group's goal is to have an exemplary performance in safety and health and become the world leader.

• responsible care for the environment

Tough targets for the Group's environmental performance have been set. The guiding principle is Responsible Care, the intern a t i o n a l chemical industry's programme for continuous improvement in safety, health and environmental performance. The Group applies its standards with consistency around the world. The roll-out of new and improved products which are designed to have less impact on the environment will be a key feature.

• relentless pursuit of operational excellence

Competitive pressure is increasing and the Group has responded with a number of initiatives including a major focus on purchasing and supply chain management and several significant restructuring p rogrammes in the last three years.