A major multinational steel-making company headquartered in India was facing mounting challenges in its European operations including market overcapacity, regulatory challenges, high and volatile raw material costs and unsuccessful strategic initiatives. A refreshed purpose and alignment behind a new company direction were required, based on a collective understanding of the external developments and priorities.
Working with the chief communication and transformation officer, we first engaged with the CEO and the leadership team to shape a clear understanding of the main risks and opportunities in the emerging landscape.
From bespoke, targeted external research and analysis of multiple sources, we compiled a clear picture of company reputation, issues horizon and stakeholder expectations and concerns. This was a cornerstone in co-creating a new business strategy.
We also created, in partnership, a new company purpose and corporate narrative to support the internal strategy alignment and external communication. Further, we developed and co-delivered leadership and capability-development programmes for the top 100 leaders and high potentials in the business.
The new purpose and strategy alignment had bearing on the company’s achievement of its first positive quarterly EBITDA after quarters of losses. Medium term, the focus on reprioritized issues helped the company weather a highly challenging trading environment.
leaders and high potentials in the business