To build a visionary institution and become the leader in the Steel Industry business in MENA, leveraging on synergies and values while ensuring an enduring commitment to the community.

• Stakeholders: Maximize value for our stakeholders and enhance investment attractiveness.

• Financial: Enhance performance across all financial parameters and be cost conscious and mindful of risks.

• Customer: Maintain mutually beneficial relationships by offering value for money and responding to customer needs.

• Innovation: Challenge the status quo and encourage continuous development.

• People: Build a great place to work and help people achieve their full potential.