To	focus	on	enhancing	its	operational	excellence,	 thereby	continuing	to	improve	its	customer	offering,	by	 continuously	upgrading	its	products,	processes,	services,	 quality	and	delivery	in	all	markets	by: n	leveraging	the	Group’s	increasingly	high	quality	 asset	base	through	continuous	improvement	 programmes,	transfer	of	best	practice,	industrial	 engineering,	innovation	and	targeted	capital	 investment;	and n	increasing	the	proportion	of	added-value	 converting	products	in	the	overall	portfolio	 through	the	use	of	the	Group’s	development	and	 technology	centres,	its	innovation	tools	and	its	 pan-European	network	in	greater	value	areas	such	 as	high	quality	printing,	display	and	litho	 lamination;	and n	ensuring	that	its	operations,	whether	in	the	 converting	or	mill	divisions,	continue	to	be	close	 to	their	customers	and	have	a	clear	market	focus	 rather	than	being	production	driven.