Our Company - Vision & Mission


To be the preferred global total solution provider for steel products and services


  • Harness our Resources for Sustainable Growth and Profit
  • Understand and provide value-added services to meet customer's needs
  • Pursue Organization and People Excellence



  • We seek to provide quality service that "goes the extra mile" to all internal and external customers, suppliers and colleagues.
  • We will do this by establishing a relationship based on mutual respect, trust and integrity.
  • This will lead to service that is prompt, efficient, friendly, trustworthy and solutions-based.


  • We will strive to achieve our shared vision by living our shared values and aligning ourselves towards our common goals.
  • We will show respect for all individuals through mutual trust, open communication and motivation.
  • We will be enthusiastic and supportive of each other as we strive to attain inter-dependence and co-operation.


  • We will seize challenging business opportunities that would put us ahead of our competitors.
  • We will be proactive and innovative market leaders by taking the initiative to be different and not being afraid to break the status quo.
  • We will be visionary in our outlook and persevering in our united efforts.


  • We will strive to be excellent and professional in our product knowledge and duties.
  • We will take personal responsibility and accountability for our partners and customers to ensure quality products and reliable service to them.
  • We believe in developing our people to their maximum potential so that they are enabled and equipped to provide total solutions.

Lifelong Learning

  • We will grow with the right heart, mind and skill-sets to achieve personal and organizational success.
  • We will equip through mentoring, coaching, training and development to create a culture of continuous learning and enthusiastic sharing of experiences.
  • We believe in relevant and applied knowledge as the foundations to building leadership quality.