descon engineering(2)

8/3/2019 Descon Engineering(2)

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Final year project

Market Analysis forDescon HRSG Unit

Salman JavedKhawaja Haris

Hassan Younas

Umair Shahid

Muhammad Saqib Nawaz


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The Project

Exporting HRSG units and EPC contractor.

IPPPlants

Middle East

Reason to expand

Excessive production capacity

(VISION)To become world class engineering, manufacturing and

construction company operating internationally

Opportunity

Identifying the potential markets


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Project Objectives

To collect data on the Middle East markets

To identify viable markets in the Middle East where theproduct can be launched

To identify priority markets


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STRATEGIC MARKET

ASSESSMENTAND ANALSYS Political Condition Screening

Type of Government in the country,

Stability of the country and government,

Public unrest, armed force role and safety of civil rights.

Economic Condition Screening

Growth rate for the Energy sector,

The per capita income of corporate,

Economic variables (GDP, GDP growth rate, GDPper capita,Inflation rate, Imports and exports, Interest rates, and economic

and investment opportunities in the energy sector.


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Continued

Technology Condition

Power sector, electricity producing industries and the improvements

in technology that are taking place in the countries.

Overview of the Government policies of IPP (Independent power

plants). Competitive Screening

Competitor analysis in the selected countries

Analyze the number, size, strength and market value of competitors

Ranking method

Political

Economical

Global competitive index

and the ease of doing business index.


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COMPETITIVE ADVANTAGE AND

DISTINCITVE CAPABILITY OF DESCON

PEST analysis of DESCON in PAKISTAN

Political , economical, social and technological

Porter Diamond model

Demand condition

Related and supporting industries

Factor conditions

Firm Strategy, Structure and Rivalry

Distinctive capabilities of DESCON

Competitive advantage on rivals

ROBERT KAPLAN AND DAVID NORTON MODEL

Customer Perspective

Internal Perspective

Learning and Growth Perspective


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ENVIRONMENTAL ISSUES

AND EFFECTS

Economic Outlook:Domestic & Global

Pace of Technological Change:

Global Trade Relations


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COMPETITVE ANALYSIS OF DESCON

IN MIDDLE EAST COUNTRIES

The main advantages

Price factor with excellent service

Quality (licensing of BABCOK power)

The main competitors of DESCON

DOOSAN

ALSTOM

NEL

GM

SEIMENS

and Chinese companies


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Continued

Price

5.5 Million for 110 Mega watt HRSG

20 -25% less then its competitors

Chinese companies have quality issues.

Threat

BHEL

Minor price difference

Almost same quality

Edge (DESCON) because ofproduction facility in UAE.


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Screening Phase I

All 17 Countries

Israel, Iraq, Palestine,

Sudan

Libya, Syria, Tunisia

Iran, Jordan,

Omar, Qatar

Opportunity

Availability of Data

Qualification

Ranking


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Markets

Criteria identified nine countries

KSA

U.A.E

Kuwait

Turkey

Morocco

Bahrain

Lebanon

Algeria

Yemen


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Screening Phase II

Macro Level

Political Condition

Economic Condition

Energy Sector

Micro Level

IPPPolicies

Competitive Analysis

Investment Opportunities

Market Size of the Competitors

Opportunity for DESCON


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Ranking

Top Five

KSA

U.A.E

Kuwait

Bahrain

Turkey

Last Two

Lebanon Yemen

Compared & Consulted foreign ratings


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Limitations

Time

Availability of data

Resource

Access to vital data


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Conclusion


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QUESTIONS?

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