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ppt pw for japan seminar (21-09-2017) - 2017-09-16 - final · 2017. 9. 25. · w µ o t µ z î ì...

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© Paul Wurth 2017 Bob GREIVELDINGER, 21-09-2017 Country Seminar - Japan Testimonial of Paul Wurth in Japan

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  • © Paul Wurth 2017Bob GREIVELDINGER, 21-09-2017

    Country Seminar - JapanTestimonial of Paul Wurth in Japan

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Paul Wurth Group – Our Products & Services

    2

    Blast Furnace Plants & Technology

    IntralogisticsSolutions for Heavy LoadsCokemaking Plants & Technology

    Environ-mental Protection & Recycling Technologies

    Direct Reduction PlantsAgglomeration Plants & Technology

    Civil Construction & Infrastructure Projects

    Special Equipment for Oil & Gas downstream processes

    Our servicesFeasibility studies

    Conceptual, basic & detail engineeringProject management

    Plant & components supply

    Fabrication ofkey compon-ents in dedicated workshopsTurnkeyprojects

    Assistance in plant assembly & commission-ing

    Technology & operation consultancyAfter-sales services

    The Paul Wurth Group is one of the world leaders in the design and supply of the full-range of technological solutions for the primary stage of integrated steelmaking

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Extern

    al grow

    th (200

    0–2014

    )

    2003 Creation of TMT Tapping – Measuring – Technology.2004 Fabrication activities transferred to Arcelor Dommeldange. Paul Wurth becomes a pure engineering company.2004 Integration of Didier - M&P Energietechnik specialised in hot blast stove technology and refractory & lining concepts (Paul Wurth Refractory & Engineering GmbH)2005 Take-over of the blast furnace, coke making and direct reduction activities as well as the staff from SMS Demag S.p.A. and creation of Paul Wurth Italia S.p.A.2009 A stake is taken in CTI Systems, specialised in intralogistics systems. In 2013, the company becomes a 100% daugther. In 2016, it is merged with SMS Logistiksysteme GmbH into the joint venture AMOVA. 2012 Creation of Paul Wurth IHI Co., Ltd in Japan.2012 Paul Wurth becomes part of the SMS group.2014 Construction license for Midrex® direct reduction plants

    Paul Wurth HistoryOrg

    anic gr

    owth

    1870 Eugène Muller builds a boilermaking facility in Luxembourg Hollerich, known as "Kesselfabrek".1890 Business is taken over by Paul Wurth. The firm specialises in metal erection works, especially the construction of metal bridges and blast furnace shells.1951 Paul Wurth acquires from a British firm the licenses needed to supply complete blast furnaces with all the accessories.1954 Construction of a first blast furnace at Seraing in Belgium.1969 Invention of the Bell Less Top®, a revolutionary system for blast furnace charging.1977 First subsidiary (Brazil) – development of sales & engineering network.

    3

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Paul Wurth, a Global Player

    4

    About 1 500qualified staff 27 Group members in 15 countries, incl. 19 operational entities Joint ventures: TMT, Paul Wurth IHI, VCL,P&A Industrial Engineering, Paul Wurth Kovrov, Amova Other countries covered by Representations

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017 5

    About 1 700highly-qualified staff 27 Group members in 16 countries, incl. 20 operational entities Joint ventures: TMT, Paul Wurth-IHI, VCL Valve Centre Lux.,P&A Industrial Engineering, Paul Wurth Kovrov Other countries covered by RepresentationsWorkforce

    (FTE, yearly average) 2014 2015 2016Companies of the Group 1 519 1 518 1 489

    (in MEUR) 2014 2015 2016Turnover 485.3 402.0 362.0Result before tax 11.2 17.6 15.1New orders 359.0 371.5 434.6Order book 647.9 592.0 655.7

    Financial data

    Staff evolution

    Business DevelopmentEUR million

    Key Indicators of Paul Wurth Group

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Competence for the entire Metallurgical Chain

    6

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Paul Wurth’s History in Japan

    7

    Paul Wurth has been offering its ironmaking equipment to Japanese Iron- & Steelmakers since the early 1970’s, either through technology licences granted to major Japanese steelplant operators and builders, such as Nippon Steel and IHI Corporation or through direct sales, mostly out of our entity in Kaoshiung, Taiwan

    Since Nov 2012, Paul Wurth is operating a Joint Venture Company with IHI (Ishikawajima Harima Heavy Industries) in Tokyo, named Paul Wurth IHI Co. Ltd.

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Rationale for creating a Joint Venture with IHI

    8

    Forecast of re-emerging market A specific market opportunity in the field of repairs/rebuilts of coke oven batteries (mostly >40 years old) has been identified by Paul Wurth

    To be able to address this market, mainly consisting in execution of large projects, Paul Wurth needed a local set-up with a strong partner

    Why with IHI? Trustful relationship due to a successful past

    Paul Wurth equipment has been integrated in numerous blast furnaces designed and constructed by IHI, in and outside of Japan In particular, a license had been granted to IHI for Bell Less Top (BLT©) technology since 1974

    Both companies have similar backgrounds & values Similar fields of activities Highly quality, technology & safety oriented

    In Nov 2012, Paul Wurth and IHI have joined hands for serving our Customers in Japan and in East & South-East Asia

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Paul Wurth IHI – Company Profile Company name

    Paul Wurth IHI Co., Ltd. Head office

    Located in Tokyo, Koto-ku(in existing IHI building)

    Staff Highly skilled people, transferred from IHI & PW

    At start-up: 38 FTE Today: 85 FTE

    Ownership/management structure 50% shares held by each IHI and PW Board seats: 3 for PW, 4 for IHI Joint & equal daily management scheme

    9

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Paul Wurth IHI – A strong Set-up With the full support of the worldwide network of Paul Wurth and IHI entities, Paul Wurth IHI can offer:

    Consultancy & feasibility studies Tailor-made engineering

    • for equipment• for process and plant design• for specific new developments

    Project management • up to turn key projects

    Equipment supply & installation Plant construction & commissioning After-sales servicing

    …all out of one hand!

    10

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    New coke-oven battery 1ESumitomo Metals, Japan

    Major local markets penetrated as intended 11 small-, medium- & large-size projects executed, mostly

    to the full satisfaction of our Customers Project margins lower than expected, due to harsh local

    competition and many unforeseen extra requests from Customers during project execution

    The well-performing reference plants built are the best quality label for our technologies world-wide

    Strongly fluctuating order intake; now again promising forecasts for the two coming years

    The partners have the strong intention to maintain the set-up in its current size and function

    The Situation as of Today

    11

    Mio. € 2013 2014 2015 2016 2017(FC)2018(FC)

    Incoming Orders 13 23 139 10 60 100Sales 6 7 27 90 40 40Staff (FTE) 39 44 61 82 90 90

    Key figures

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    “Japan is different” - Some Experiences to Share (1/2)

    12

    Respect the culture Japanese people are BUSY - Be on time for meetings, or better too early Define detailed meetings agendas and follow them properly Be patient and LISTEN carefully Japanese people are interested in your culture, thus also show interest in theirs Gifts are appreciated, but they should be meaningful rather than expensive (beware: packaging/presentation counts a lot!)

    Start smart Find your niche

    The market is mature Customer expectations are sky-high Existing players defend their business Disruptive innovation is hardly accepted

    Take your time to understand in which field(s) you have the best chances Strive for excellence

    Better be the best for a single product than just middleclass “everywhere” Carefully evaluate your strongest product(s) and then put all efforts on convincing with those

    Fine-tune your value proposition specifically for Japan

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017 13

    Try to understand the local circumstances For importing products, cooperation with Japanese trading companies suits well For larger projects in Japan, you probably need a stronger set-up (local partner), to get into the local business

    In Japan, the decision making process works from bottom to top High level approaches are important, but wait for the right time: after technically convincing the on-field specialists

    Others Anticipate language barriers - use translators skilled in your field Don’t seek for compromises or explain your failure - present a detailed solution Consider the exchange rate in your forecasts - a weak JPY makes import expensive! Play on branding:

    Strong EU brands help in sales Alternatively, you may create your own brand for Japan (involve locals!)

    Japan is not a playground: keep out with “products in development“ – better use other, less-demanding markets to validate such new products

    “Japan is different” - Some Experiences to Share (2/2)

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Some Specificities… about Negotiations The importance of the spoken word

    A verbal agreement between 2 Japanese people counts as much as a written contract Contracts are mostly short & limited to the essential (all other issues are ruled by the Customer’s general conditions which are anyway not negotiable)

    The Japanese way of negotiating Negotiation := series of many short meetings (15 minutes), over many weeks/months Principle: listen to the Customer’s request, don’t reply, return to office to internally discuss the request, ask to arrange the next meeting… a.s.o… Japanese people would never bargain, discuss, or fight in a meeting Significant discounts are expected, to “give face” to all different level people

    Your first quotation should include the necessary margins!! In Japan, there is no clear difference between a budget price and a firm price Customers’ internal procedures are slow: Let time play in your favour!

    14

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Some Specificities… about Time/Timing The importance of time,… or: the Japanese “Slow Motion Hurry”

    Although the progress of a project may at first appear slow to you, Japanese Customers usually emphasize that the project is “in a big hurry” PW experience: “Hurry” := project will start in less than 1 year, not tomorrow

    “Japanese Pareto law”: 80% = thinking, 20% = doing But beware: Once everything is clarified, the project start / execution can go very fast!

    “Tight schedule” is typically the biggest point of discussion Shortest delivery time / project execution time can be one of your strongest sales points

    15

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Some “Clichés” – mostly confirmed“Japan is a closed and traditional country” – TRUE Japanese culture plays a strong role in the society & in daily life

    Respect, Correctness Seriousness, Competence, Care, … Age is essential (“juniors” shall learn from “seniors”)

    Perfect know-how preservation, but limited room/incentive for new ideas! Japanese people often stay in their closed community

    Limited English skills Keeping personal distance is an integrated part of the culture

    Customers strongly dislike when a supplier is too “pushy”! (no reply = “NO”)

    “Business in Japan relies much on relationships” – TRUE, BUT Market entrance is difficult and time-consuming For large investments, high level contacts are definitely needed, but in addition to technical/commercial superiority

    “Japan is complicated” – TRUE Technical complexity is the pre-condition for potential success (all easy things do already exist…)

    16

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Thank you for your attentionQuestions ?

    17

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Appendixes

    18

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017 19

    About 1 700highly-qualified staff 27 Group members in 16 countries, incl. 20 operational entities Joint ventures: TMT, Paul Wurth-IHI, VCL Valve Centre Lux.,P&A Industrial Engineering, Paul Wurth Kovrov Other countries covered by Representations

    Paul Wurth Ownership Structure

    Shareholders of Paul Wurth S.A.SMS group 59.1%Luxembourg State 40.8%

    Direct participation 11.0%SNCI (Investment and development bank) 18.8%BCEE (Savings bank) 11.0%

    Others 0.1%

    Subscribed capital EUR 13 767 840.-Consolidated equity* EUR 105.8 million* as at 31.12.2016 in accordance with IFRS

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Integrated Steelmaking

    20

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Blast Furnace Technology

    21

    Engineering and construction of complete blast furnace plants Blast furnace modernisations, rebuilds and relines Proprietary BF technology All auxiliary plants Servicing throughout entire campaign

    230BLAST FURNACE CONSTRUCTIONS & MODERNISATIONS WORLDWIDE

  • © Paul Wurth 2017 Testimonial of Paul Wurth in Japan – Sept 2017

    Cokemaking Technology

    22

    Engineering and construction of complete cokemaking plants Coke oven batteries (top & stamp charging) Features for environmental compliance Coke oven machines Coke quenching Coke oven gas treatment

    16COKE OVEN BATTERIES SINCE 2002


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