Shape and share

Cramo’s focused strategy successfully executed 

The final year of our 2014–2016 strategy period was a year of solid performance and showed that our strategic choices have been right. Our must-win battles have been the key enablers in fulfilling our focused strategy – Cramo People living the Cramo Story – and in reaching our financial targets. We are well positioned for opportunities in the sharing economy era. 

After the successful execution of our strategy – Cramo People living the Cramo Story – we are now ready to capture the opportunities of a changing operating environment and meet the intensifying competition. We ensure our future success through our updated strategy. Many of the elements of our earlier strategy still apply in this updated strategy. What is new is Cramo's more clearly expressed role as an active shaper of the whole industry and as a driver of the sharing economy. Shaping our own way of doing business and emphasising sharing in a very broad sense will also help us to achieve our new vision – Shared resources simplified. 

STRATEGY 2014–2016

Our Vision

The role model for all rental


Our financial targets

  • EBITA margin > 15% of sales over a business cycle
  • Gearing < 100%
  • Sales growth faster than the market
  • Return on equity > 12% over a business cycle
  • A stable profit distribution policy, dividends about 40% of earnings per share

Our strategy

Cramo People living the Cramo Story


Our must-win battles  

1Deliver Cramo Story

2Drive Cramo Performance Management

3Win Central European market

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  • Modular space growth strategy
  • Dynamic pricing
  • Mergers and acquisitions

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Our core purpose

is to contribute to customers’ success by preventing and solving problems – making their lives easier



  • Credibility
  • Creativity
  • Commitment