“To become the premier chemical company.” This simple phrase
summarizes the vision shared by Celanese employees across the globe. To us, being the premier chemical
company means best-in-class safety performance, sustainable earnings growth, satisfied customers benefiting
from our innovative, value-added products, and motivated employees delivering exceptional performance.
In 2000, we began our journey to transform Celanese into a focused portfolio of businesses that embodies
a culture of operational excellence and increased value for our shareholders. We challenged Celanese
employees to help us execute our strategy, and I am pleased to report that they have delivered. Our
success over the past several years is a tribute to their hard work and drive for excellence.
The
past six years of execution culminates the first phase of our successful transformation strategy. We
have positioned Celanese as a leading global chemical company with top-performing franchises, an attractive
hybrid business model and incredibly strong global positions. While we are proud of our accomplishments,
we are not satisfied. We now will embark on the second phase of our long-term strategy to expand our
earnings power over the next three years. This comprehensive six-point strategy focuses on the following
areas:
- Expansion in Asia – In Asia, our profitability
and earnings growth are strong with approximately 30% of our earnings currently generated in this region.
In order to support our customers in Asia, plans are underway to expand our sales, marketing, manufacturing
and research capabilities. We are accelerating our growth and enhancing our already substantial position
in Asia with the development of our fully integrated manufacturing complex in Nanjing, China which will
support new facilities in each of our business groups. We will also continue to expand capacity at our
strategic Asian affiliates, and by 2010, we expect to generate approximately 45% to 55% of our total
earnings in this high-growth region.
- Revitalization – Our Acetate
Products business
is successfully executing a revitalization strategy to increase efficiency, grow globally and focus
on core products. It has made significant progress which will continue with the integration of APL.
By building on our successful revitalization efforts in our Acetate Products business, we will pursue
additional revitalization opportunities in other specialty areas, specifically in our Emulsions/PVOH
business.
- Innovation – We are continually developing new products
and technologies
that deliver value-added solutions to our customers. In our Emulsions/PVOH business, we see great growth
potential as we collaborate with our global customers on new products and developments. Through application
and customer innovation, we also plan to drive growth more than two times global gross domestic product
in our Ticona Technical Polymers business through 2010.
- Organic Growth
– We have
leading positions in businesses that have growth in excess of the global gross domestic product rate.
In our current portfolio, approximately 95% of our products hold number one or number two producer positions.
We will continue to capture organic growth with our leading technology, superior cost positions and
strong global presence.
- Balance Sheet – We will continue to
generate a strong cash
flow and pursue earnings growth opportunities in our current capital structure to increase value for
shareholders.
- Operational Excellence – We have created an operational
excellence
culture to maintain our cost advantage and increase productivity in order to more than offset inflation
and allow earnings to flow to the bottom line. We are striving to achieve business process excellence
beyond manufacturing productivity.
Celanese is becoming the
premier global chemical company. With an integrated, hybrid business portfolio, superior performance
and significant growth potential, we are well-positioned for continued success in years to come. We
invite you to learn more about our track record of execution and our exciting plans for growth as we
continue to increase the value of Celanese for all stakeholders, including our customers, shareholders
and employees.
David N. Weidman
Chairman
and Chief Executive Officer