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product - Deacero
DEACERO
CORPORATE PRESENTATION
Leader in Steel Products
April 2015
COMMITTED TO
SUSTAINABLE
GROWTH
04
ABOUT
US
14
MILLS
26
PRODUCT
LIST
05
MISSION AND
VISION
15
FINISHED
PRODUCT PLANTS
27
SUSTAINABILITY
06
VALUES AND
PHILOSOPHY
16
OUR
LOCATIONS
28
COMMUNITY
07
MILESTONES OF
DEACERO GROUP
17
GLOBAL
PRESENCE
31
OUTLOOK
08
COMMERCIAL
STRENGTH
18
MARKETS
12
PRODUCTION
STRENGTH
19
BRANDS
13
RECYCLING
CENTERS
20
VARIETY
OF PRODUCTS
About
Deacero
Deacero is a steel company strongly committed to a sustainable
strategy of growth that benefits our company, the environment,
our employees and the communities in which we operate.
We are a fully integrated steel manufacturer focused on providing
the best possible service to our customers in many industries
around the world. Our production processes meet ASTM and
international product quality standards by using state-of-the-art
mill technology.
Deacero 2015 | Commercial Strategy and Planning | Confidential
This results in producing quality products reliably, efficiently,
safely and in accordance with our sustainability initiative.
At Deacero, our sustainability initiative is the guiding principal to
all facets of our operation. It adds social, economic and
environmental value to everything we do.
We actively participate in industry associations and organizations
supporting sustainability.
04
Mission
and Vision
Provide high quality products and services with the purpose of benefiting our customers, suppliers, employees and community, while
continuing to be the innovative leader in the markets in which we participate. At the same time, assuring our position in the marketplace,
safeguarding our sustainability standards in our operations while maintaining a professional, active, result oriented, and efficient mindset.
Deacero 2015 | Commercial Strategy and Planning | Confidential
05
Values and
Philosophy
In short, our philosophy is to continue to develop the best practices in the industry in terms of organizational structure, management, costs,
innovations, quality and professionalism. We strive to lead by example and be ahead of the curve on technology.
EXCELLENCE
in all aspects of business operations and processes.
NURTURE
relationships inside and out of the company.
TRANSPARENCY
and integrity.
PERFORMANCE
teamwork and productivity.
STABILITY
committed to professional growth and development of employees.
Deacero 2015 | Commercial Strategy and Planning | Confidential
06
Milestones of
Deacero Group
1952
Mr. Cesar Gutiérrez founds a modest workshop with no more than a dozen employees to install steel wire fences in Monterrey, Mexico. That same year the company
starts fabricating its own chain link and barbed wire.
70’s
Sales offices open in Guadalajara. Deacero continues expansion southward
opening a wire plant in the city of Puebla serving central and south Mexico,
Latin America and the Caribbean.
90’s
Deacero moves its headquarters to San Pedro Garza García, N.L. Opens the first
warehouse in U.S.A. in Laredo, Texas. Celaya mill starts operations with a
capacity of two million tons per year. Deacero acquires a competitor in México,
Aceros Nacionales, and Alprosa. Deacero launches first U.S.A. brand: Rangemaster.
Deacero 2015 | Commercial Strategy and Planning | Confidential
60’s
Sales offices open in Mexico City. A steel wire production plant is opened in Monterrey, expanding their line of products and increasing production capacity.
80’s
Further expansion for Deacero, another steel wire production plant is opened
in Saltillo, Mexico. Ramos Arizpe steel mill starts operations, producing wire
rods and their derivatives including billets.
NEW
MILLENNIUM
Guadalupe wire plant, Ramos Arizpe mill and other recycled centers start
operations throughout the country. The company continues growing, acquiring
other companies Lemac, Cablesa, and Acerocentro in Mexico, Automat in Spain
and Wright, Washington Wire Rope, Staytuff and Mid Continent nails in the
U.S.A.
07
Commercial
Strength
DIVERSITY
Products
More than 3,800 different products within 82 product lines.
Clients
More than 10,000 active customers.
Market
Sectors
Relationships with different sectors and sub-sectors with opposite
cyclical behavior.
Market
Presence in more than 20 countries worldwide.
Added
value
Mix of products with added value/ economies of scale .
Our customer base is very diversified; no single customer represents more than 2.5% of our total sales.
Deacero 2015 | Commercial Strategy and Planning | Confidential
08
Commercial
Strength
COMMERCIAL
STRUCTURE
Over the last 50 years the company has developed its own commercial structure.
Sales are made directly to customers with no middleman.
Global coverage
Our products and our diverse customer base align to create an efficient logistics network and an
optimal mix of products in each shipment based on weight and volume.
Creates intangible value by reaching viable sales goals and margins, at the same time strengthening our
capabilities to commercialize new products.
Deacero 2015 | Commercial Strategy and Planning | Confidential
09
Commercial
Strength
PRODUCT
STRATEGY
Continuous improvement of existing products, new product innovation and the development of
substitute products.
Focus on current market consolidation, as well as on the development of new and more profitable
markets.
Well positioned brands both in the domestic (Deacero, ANSA, Acerocentro)
and international markets (Deacero, Buildmaster, Designmaster, Rangemaster, Wright, Magnum, Stay Tuff,
DWR).
A careful marketing sales strategy of products that compete with the imports.
Satisfy the market’s changing needs and develop customer loyalty by creating a wide variety of
products.
Deacero 2015 | Commercial Strategy and Planning | Confidential
10
Commercial
Strength
TARGETED
MARKETING
Detailed knowledge of the market
Concentrate marketing strategy on expansion of customers, markets, geographic areas and products.
Detailed research on customer needs in order to focus our development of new products.
Decision making based on real market information and strategic marketing.
Deacero 2015 | Commercial Strategy and Planning | Confidential
11
Production
Strength
DEACERO GROUP IS FOCUSED ON CONTINUOUS IMPROVEMENT
AND BEST PRACTICES WITHIN THE INDUSTRY.
Deacero group excels because of its production capacity and strength.
Possesses its own advanced technology for recycling steel scrap and converting it into steel products.
All manufacturing processes focus on efficiency, safety, reliability and sustainability.
Deacero 2015 | Commercial Strategy and Planning | Confidential
12
Recycling
Centers
RECYCLING
CENTERS
CONSUMPTION
CAPACITY
THE PROCESS
THE FACILITIES
Deacero 2015 | Commercial Strategy and Planning | Confidential
Deacero is one of the largest scrap metal recycler in
Mexico.
3.6 million tons per year.
Collect, sort, shear, compact and shred.
17 collection centers, 16 in Mexico and 1 in the USA.
5 shredding centers.
13
Mills
MILLS
PRODUCTION CAPACITY
Deacero is one of the main producers of long steel
products in Mexico.
4.5 million tons per year
PRODUCTS
Billet in electric furnace as well as rebar, wire rod,
rounds, squares, angles, channels and beams produced in
rolling mill.
FACILITIES
Three mills located in Mexico.
RAW MATERIAL
Deacero 2015 | Commercial Strategy and Planning | Confidential
Steel scrap, pig iron and steel wool.
14
Finished
Product Plants
PLANTS
Deacero is one of the largest wire and galvanized wire
product manufacturer in the world.
CAPACITY
1,400,000 tons per year.
PROCESS
Variety of fabrication processes depending on the
product.
FACILITIES
RAW MATERIAL
Deacero 2015 | Commercial Strategy and Planning | Confidential
11 plants in Mexico and 2 plants in the USA.
High and low carbon wire rod.
15
Our
Locations
.
FINISHED
PRODUCT
PLANTS
.
.
.
.
.
.
.
.
.
MÉXICO
Mexicali, BCN
Saltillo, COAH
Monterrey, NL
Guadalupe, NL
Celaya, GTO
Tlalnepantla, EDO MEX
Puebla, PUE
. Ramos Arizpe, COAH
. Saltillo, COAH
. Celaya, GTO
. USA
. Houston, TX
. Poplar Bluff, MO
MILLS
.
DISTRIBUTION CENTERS
. MÉXICO
.
.
.
.
.
.
.
.
.
.
MÉXICO
Tijuana, BCN
Cualiacán, SIN
Guadalajara, JAL
Veracruz, VER
Mérida, YUC
Tapachula, CHIA
Chihuahua, CHIH
Villahermosa, TAB
La Chontalpa, TAB
..INDUSTRIAL
WIRE
PLANTS
. MÉXICO
.
.
.
.
Morelia, MICH
Celaya, GTO
Querétaro, QUE
León, GTO
.
.
.
.
.
.
.
USA
Laredo, TX
Chicago, IL
Spokane, WA
Fontana, CA
Birmingham, AL
Chambersburg, PA
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
RECYCLING
CENTERS
MÉXICO
Ensenada, BCN
Mexicali, BCN
Tijuana, BCN
Mérida, YUC
Guadalajara, JAL
Hermosillo, SON
Puebla, PUE
Cuernavaca, MOR
Tlalnepantla, EDO MEX
Tepeyac, EDO MEX
Tultitlán, EDO MEX
Saltillo, COAH
Matamoros, TAMPS
San Luis Potosí, SLP
Guadalupe, NL
San Nicolás, NL
.
.
.
.
.
SALES
OFFICES
MÉXICO
Monterrey, NL
Guadalajara, JAL
Tlalnepantla, EDO MEX
Puebla, PUE
. USA
. New Braunfels, TX
. Phoenix, AZ
. USA
. Corpus Christi, TX (H&H)
Deacero 2015 | Commercial Strategy and Planning | Confidential
16
Global
Presence
Deacero has a global business vision and is always searching for new horizons and opportunities to offer better alternatives in
markets all around the world.
Deacero 2015 | Commercial Strategy and Planning | Confidential
17
Markets
CONSTRUCTION
Deacero provides different commodities for concrete reinforcement from
the standard materials on light building projects to highly specialized on
complex applications and specs.
INDUSTRIAL
With a variety of wire and specialized cables we can accommodate our
customers in machinery and other industrial markets.
FARM & RANCH
Company serves the farm & ranch market with a wide variety of fence
meshes, wires, nails and hardware for their daily needs.
FENCE
Customers in the fencing market desire a high level of protection, durability and effectiveness; keeping this in mind, Deacero offers a variety of
fencing and mesh products.
HARDWARE
This market is serviced by a variety of mesh, wire and nails. Its variety,
versatility and cost efficiency are the key to market success. We offer an
infinite number of options for any particular need.
Deacero 2015 | Commercial Strategy and Planning | Confidential
18
Brands
MALLA GRADUADA
Triple
Nudo
Deacero 2015 | Commercial Strategy and Planning | Confidential
19
Variety of products
Fence and Mesh
Deacero offers agricultural, commercial
and residential markets with high quality fencing systems.
Designmaster and fixed-knot fence are
fencing systems designed specifically to
combine beauty, functionality and durability. For the customer looking for added
security measures, we also offer a variety
of welded mesh and barbed wire.
Deacero 2015 | Commercial Strategy and Planning | Confidential
20
Variety of products
Industrial and commercial wire
Deacero produces industrial and commercial wire for many different uses
and applications.
We offer a variety of wire for multiple processing industries ranging from bright basic,
galvanized, high or low carbon and other
highly specialized products.
Deacero 2015 | Commercial Strategy and Planning | Confidential
21
Variety of Products
Nails
Deacero produces a variety of nails
for construction and residential uses.
We offer standard nails like galvanized and
bright basic, as well as others like concrete,
box, roofing, finishing and casing nails. As well
as a variety collated nails and staples.
Deacero 2015 | Commercial Strategy and Planning | Confidential
22
Variety of Products
Rebar and wire rod
Deacero produces a variety of grade 42
and 60 rebar for concrete
reinforcement.
Deacero rebar is produced according to all
local and international standards where it is
sold. Our priority as a company is to manufacture this way in order to provide the
architect and builder with confidence.
Deacero 2015 | Commercial Strategy and Planning | Confidential
23
Variety of Products
Cables
Deacero produces mechanical and
electromechanical cables for various
uses.
Deacero cables are produced using the
latest technology and ASTM standards.
Deacero cables supply many in the
electrical, communication, transportation,
mining, fishing and oil industries.
Deacero 2015 | Commercial Strategy and Planning | Confidential
24
Variety of Products
Merchant Bars, Shapes & Beams
Deacero produces a variety of merchant
bars, shapes and beams for different
construction applications.
Deacero has a vast selection of round and
square bars, angles, channels, wide and standard I-beams; all meet ASTM construction
market standards.
Deacero 2015 | Commercial Strategy and Planning | Confidential
25
Product
List
FENCE AND MESH
Truss Girder
Wire reinforcement shape
Hardware Cloth
Flat wire rod shape
Gabion
Galvanized Chain Link and PVC
Field Fence
Hexagonal netting
Concrete reinforcement mat
Mosquito net
Welded Mesh
WIRE
Light re-mesh
Stucco mesh
Fixed knot fence
Welded mesh
CWC mesh
Panel
Hog panel
Perforated metal
Window protector
Designmaster Fence
Crowd Control Fence
NAILS
Finish
Concrete
Duplex
Standard
Horseshoe
Roofing
Collated
Plaster nail
Reinforced galvanized nail
Concrete spiral nail
Tomato
Collated nail gun
CABLES
Electromechanical
Mechanical
Sling
Deacero 2015 | Commercial Strategy and Planning | Confidential
Baler wire
Copper clad steel
Mattress spring wire
Chrome plated wire
Galvanized wire
Black wire
Tie wire
Flat wire
Pre-stressing wire
Barbed wire low and high tensile
Bright wire
PVC wire
Black annealed wire
Merchant wire
Tensilac wire
Chain
Electric fence
Razor wire
Staples
Fence Stays
PC strands
Rebar 6000
FENCES
BARS / SHAPES / BEAMS
.
.
.
.
.
.
Angles
Channel
Square
Round
Beams
Viga IPS
Viga IPR
Classic
Contempo
Forte
Ornamentals
Window Protector
Crowd Control
WIRE ROD
REBAR
OTHER
Construction
Industrial
Rebar 6000
Rebar 42
Billet
Post
26
Sustainability
At Deacero, our sustainability initiative is the guiding principle to our three-pronged approach to all facets of our operation, resulting in
added social, economic and environmental value.
SOCIETY

Visualize and promote our philosophy and company values.

Ensure physical well-being of all our employees by providing a safe work environment.

Continuous improvement for employees in order to increase knowledge and professionalism.
ECONOMY

Generate competitive advantage and growth by implementing the latest technology in all of our fabrication processes.

Provide our customers with the correct products in a professional, personal and honest manner.

Offer time saving solutions that also benefit our society and the environment.
ENVIRONMENTAL



Remove scrap metal from the environment.
Sell recyclable scrap metal material once considered waste to production plants, recycling facilities
and recycling operations in other industries.
Constantly seek new ways to reduce water usage, power consumption, and air emissions.
Deacero 2015 | Commercial Strategy and Planning | Confidential
27
Community
and Employees
The organization is focused on creating a healthy, efficient and productive labor force. We promote
a culture of positivity where all personnel remain informed and empowered.
Commitment to
creating a better
future
Personal Growth
Personal Growth
Work is a means to
and end, not an
end in itself.
DNADEACERO
Make it long
lasting
Commitment to
the community
Personal Development
Deacero 2015 | Commercial Strategy and Planning | Confidential
28
Sinergia Humana
Working together
The purpose of this program is to promote
and facilitate opportunities of growth and
development
of
our
employees
professionally, personally, and as member
of our greater society.
We believe everyone should have the
opportunity to learn and develop new
skills and we foster a culture of continuous
improvement and attention to the smallest
details. We are interested in our
employee’s ideas and encourage their
feedback.
Deacero 2015 | Commercial Strategy and Planning | Confidential
We aim to do our part for the greater
good by maximizing our employees
confindence in themselves and their
unique talents.
29
The Deacero
Foundation
The Deacero Foundation was created to
bridge the gap between Deacero and the
community. It supports programs that
offer social development, healthcare and
educational assistance to low-income
communities.
Just over the last few years The Deacero
Foundation has supported and funded
almost 1900 projects from 580 different
organizations and causes.
Deacero 2015 | Commercial Strategy and Planning | Confidential
Deacero Foundation is committed to
society and maintains its founder legacy
and vision.
30
Outlook
The success and execution of our strategy has led us to develop a unique business model in the steel industry, which has resulted in the following:
Quick response times and alertness to changes in the environment.
Sustainable growth.
High profitability.
Stable Finances.
Expansion and evolution.
Industry leadership in technology and innovation.
Efficient operations
Deacero 2015 | Commercial Strategy and Planning | Confidential
31
JOINING
FORCES
2015