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OVERCOMING FIERCE COMPETITION ON THE EUROPEAN MARKET
ALEJANDRO HERNANDEZ Purchasing Manager MetalBulletin – 17th Galvanizing & Coating Conference
MetalBulletin – 17th Galvanizing
& Coating
20‐21 September
2012 Conference
20‐21 September 2012
AGENDA
1. BAMESA MAIN DATA
2. COMPETITION
3. PRODUCT MIX EVOLUTION
4. INTERNATIONAL DEVELOPMENT
5. PRODUCTIVITY
6. COATED PRODUCTS IN OUR PORTFOLIO
7. CONCLUSIONS
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
1. BAMESA MAIN DATA
• Established 50 years ago
• 3.0 million tons of production capacity
• Global presence: 16 sites in 7 countries and 4 continents
• 1.8 million tons sold in 2011
• 600,000 tons of permanent storage capacity
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
1. BAMESA MAIN DATA
• State of the art productivity ratios
• More than 7,000 customers
• Global sourcing: more than 25 active suppliers from
worldwide
• BAMESA´S human team: dynamic, professional
and in permanent training
• Financial capacity: ensure the necessary
investments to follow our customers needs
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
2. FIERCE COMPETITION
15
12
6
14
1
60
80
950
30
150
41
55
180
41
40
25
1
480
1
1250
2
Source: Eurometal chart based on EUI, EUROSTAT and IMF figures, updated on June 2011
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
3. BAMESA PRODUCT MIX EVOLUTION (I)
PRODUCTS
1989
…
2011
HOT ROLLED
28.7%
…
11.8%
PICKLED & OILED
11.6%
…
23.0% *
COLD ROLLED
30.7%
…
19.8%
COATED
15.8%
…
36.7% *
OTHERS
13.2%
…
8.7%
TOTAL
100%
…
100%
FACING COMPETITON BY BETTING IN ADDED VALUE PRODUCTS
MetalBulletin – 17th Galvanizing & Coating Conference
*AUTOMOTIVE IMPACT
20‐21 September 2012
3. BAMESA PRODUCT MIX EVOLUTION (II)
Product mix: the consequence of our market approach
1989
2012
AUTO
15%
NO AUTO
40%
NO AUTO
85%
AUTO
60%
FACING COMPETITION CHOOSING THE MOST DEMANDING CUSTOMERS BOTH IN QUALITY AND SERVICE
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
3. BAMESA PRODUCT MIX EVOLUTION (III)
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
3. BAMESA PRODUCT MIX EVOLUTION (IV)
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
3. BAMESA PRODUCT MIX EVOLUTION (V)
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
3. BAMESA PRODUCT MIX EVOLUTION (VI)
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
3. BAMESA PRODUCT MIX EVOLUTION (VII)
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
4. INTERNATIONAL DEVELOPMENT
1962 ‐ 2000
2000 ‐ 2013
1962 ‐ 2013
MONTERREY
BAMESA FRANCE
BAMESA OTEL
MEXICO D.F.
LOGISTIC WAREHOUSE CRAIOVA
TRANSFORMADOS SIDERURGICOS
BAMESA ÇELIK + BAMI
BARCELONESA DE METALES
SLEM
TRANSFORMACIONES FERRICAS
SSC TANGIER
BAMESA SSC
LOGISTIC WAREHOUSE KULLAR
HIERROS DE LEVANTE
LOGISTIC WAREHOUSE GEMLIK
MANISA
FACING COMPETITION BECOMING A GLOBAL PLAYER
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
5. PRODUCTIVITY
YEAR
1994
…
2011
TONS x EMPLOYEE IN PRODUCTION
2,240
…
4,687
• EQUIPMENT
PRODUCTIVITY EVOLUTION OVER THE YEARS
• TRAINING
• NEW TECHNOLOGIES
COST REDUCTION THROUGH PRODUCTIVITY
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
6. GALVANIZED AND COATED PORTFOLIO PRODUCT
COATING
PROPERTIES
APPLICATIONS
HDG
ZN 100% (hot dip)
Good corrosion protection
Good forming properties
ELECTROZINC
ZN 100% (electro deposited) Homogeneous coating and aspect,
attractive appearance and
excellent aptitude to painting
GALFAN ®
ZN 95% / Al 5 %
MAGNELIS®
ZN93,5% / Al 3,5% / Mg 3%
Automotive Appliances
Construction
General Industry
Internal construction applications Ceiling
Appliances
Brown products
Washing machines
Pools
Air conditioned
Solar pannels structure,…
Agricultural Framing applications….
Roofing
Tiles
Profiling
Ovens
Frying pans
Barbacues
Heat shields
Boilers
Pipe clading…..
ALUZINC ®
Very good corrosion protection
Excellent cut edge corrosion protection and good drawing properties
Excellent corrosion resistance in agressive atmosphere
Zn 43,4% / AL 55% / Si 1,6 % Good corrosion resistance at high temperatures
Very attractive appearence
ALUSI ®
Al 90% / Si 10%
High resistance to oxidation at high temperature
ALUPUR ®
Al 100%
Resistance to agressive combustion products
COLOUR COATED
VARIOUS
Excellent corrosion protection and attractive appearance
Construction
Appliances
Garage Doors
Lighting
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
7. CONCLUSIONS
BAMESA’S answer to Fierce competition: The Three “I” Strategy
Innovation
Internationalization
Investment
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
7. CONCLUSIONS (I) ‐ INNOVATION PRODUCT EVOLUTION
ADDED VALUE PRODUCTS, 10%
1990
2012
COMMERCIAL PRODUCTS, 90%
COMMERCIAL PRODUCTS, 15%
ADDED VALUE PRODUCTS, 85%
DIFFERENTIATION THROUGH INNOVATION
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
7. CONCLUSIONS (II) ‐ INTERNATIONALIZATION 1990
2012
SPAIN
42%
SPAIN
100%
OTHER COUNTRIES
58%
GLOBAL PLAYER
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
7. CONCLUSIONS (III) ‐ INVESTMENT • Land – Building –Equipment
• Training
• IT Systems
MONTERREY
BAMESA FRANCE
BAMESA OTEL
MEXICO D.F.
LOGISTIC WAREHOUSE CRAIOVA
BAMESA ÇELIK + BAMI
TRANSFORMADOS SIDERURGICOS
BARCELONESA DE METALES
SLEM
LOGISTIC WAREHOUSE KULLAR
HIERROS DE LEVANTE
TRANSFORMACIONES FERRICAS
LOGISTIC WAREHOUSE GEMLIK
MANISA
SSC TANGIER
BAMESA SSC
GROWING THROUGH PROFITS REINVESTMENT
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012
YOUR GLOBAL STEEL SERVICE CENTER
THANK YOU FOR YOUR ATTENTION
MetalBulletin – 17th Galvanizing & Coating Conference
20‐21 September 2012