Alcoa 1998 Annual Report Download - page 12

From its original business in
aluminum bottle caps, Alcoa CSI
adapted to a shifting market
and became the leading supplier
of plastic closures.
Ten years ago, Alcoa led the world in
aluminum closures for beverage bottles,
but plastic closures were catching on. Alcoa
Closure Systems International (CSI) swiftly
acquired and enhanced the leading-edge
technology in plastic closures and progres-
sively rolled it out into 16 coun-
tries – in 1998 expanding
into Central America
and the Caribbean.
Now CSI has
become the world’s
largest supplier of
plastic closures.
It’s a good example
of how Alcoa adapts to
changes in global markets. In
beverage containers, Alcoa was in the van-
guard that led aluminum beverage cans from
zero to nearly 100% of the U.S. market –
and the recycling systems to make aluminum
cans the environmental choice as well. Now
the aluminum can is gaining market power
with embossed surfaces. Alcoa is pioneering
the technology, even making the machines to
emboss the cans. In building products –
adapting to changes in the market – Alcoa is
now one of the largest producers of vinyl
siding. In automotive design, Alcoa is at the
center of an aluminum revolution. We
don’t expect the market to come to Alcoa.
Whatever it takes, Alcoa will go to the
market.
We don’t expect
the market to come to
Alcoa. Whatever
it takes,Alcoa will go
to the market.
New developments –
Left: A boom in bottled
water and sports
drinks. Alcoa supplies
the caps. Right: Alcoa is
spearheading the emer-
ging move to embossed
beverage cans.
Right: One of the
leading manufacturers
of vinyl siding is
now an aluminum
company: Alcoa.
Adaptability