a strategic repositioning of a division of a plc

1. Visualising business strategy
In an earlier update we showed how Altura
created a new brand identity for the Umeco group
to project its values and strength, as an integral
part of its strategy to win new customers, attract
the best talent and underpin investor confidence.
Umeco is a leading innovator in distribution and
supply-chain management, repair and overhaul
services, and composite materials, to the
aerospace and defence industries. Its customers
include all the big names in aviation – Boeing,
Airbus, Rolls-Royce, BAE Systems, British
Airways… as well as all the Formula 1 racing
teams. Its aim is to be amongst the world’s top
aerospace companies.

2. Visualising business strategy
As airlines and manufacturers are now looking
at how to bring supply-chain profit into their
business models, Umeco are taking the lead
in developing service offers to meet their needs.
By visualising many different options for service
branding Altura was able to contribute
to the strategic thinking process. The result,
in hind-sight, now seems obvious, and lead to
a re-structuring of the companies in the Umeco
Components division into one global brand,
Pattonair, with three distinct service brands each
offering their own, strong value proposition.

3. supply chain supply chain
supply chain
Delivers best value availability of Delivers total availability of quality A customised, cost-reducing, out-
quality products to satisfy immediate products and services at lower sourced supply chain partnership that
and scheduled demand. acquisition cost, enabling customers enables customers to focus on their
to achieve higher productivity, core business, maximising their
improved service performance and productivity, service performance
revenues. and revenues.
Altura Communications Limited
117 Shaftesbury Avenue, London WC2H 8AD
+44 (0)20 7240 2794
www.alturacommunications.com