To consistently deliver superior shareholder returns by being Africa's leading retailer of building materials and home improvement products. Builders is aiming to become Africa's leading retailer of materials, fixtures, equipment, and accessories and services for building, improving and maintaining the home, patio , garden, commercial buildings and projects; sourcing optimally from local and international suppliers to distribute an authoritative range of mainstream, complementary and innovative quality products at competitive prices with limited trade credit; through a national footprint of three formats; located designed merchandised, staffed, marketed and sub-branded to satisfy the needs of middle to upper income consumers, across three major customer segments, namely the home owner undertaking or maintenance projects, the DIY enthusiast and contractors. Builder's value proposition to customers will be enhanced by inter-divisional collaboration and, where appropriate, centralization in the procurement and development of: sites, merchandise ranges, services, information and administrative systems and processes, and human capital, without in anyway undermining the responsibility of divisional or format management for their target market, business model or profitability. Builder's success will be ensured by maintaining a high awareness of, and a rapid entrepreneurial response to, environmental and competitive change by a diverse group of high caliber operating and functional employees whose activities, efforts and performance will be aligned by appropriate incentives, which constitute a meaningful portion of remuneration for those involved.