New approach
Alcoa: Value from sum of the parts
We helped the foremost international aluminum producer to align its presence in Europe. Alcoa had grown rapidly through a series of acquisitions but lacked a coherent regional identity. The challenge was to develop this without harming the established equity of acquired companies within individual markets. We worked with regional headquarters and national management to achieve the right balance in positioning, then project it in ways that would strengthen internal unity and reinforce market leadership.
