entering emerging markets

17
Entering emerging markets Marc den Hartog, CSM, Jan 2013

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Presentatie Marc den Hartog (CSM) op Emerging Markets seminar "Zakendoen in BRIC" op 30 januari 2013

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Page 1: Entering emerging markets

Entering emerging markets

Marc den Hartog, CSM, Jan 2013

Page 2: Entering emerging markets

Introducing CSM

1919

Founded through a merger of 3 Dutch

sugar manufacturers

Today

the world’s largest supplier of bakery

products & ingredients

a leading player in natural food preservation,

extended shelf life and bio-based chemicals

• annual sales € 3.3 billion

• workforce of around10.000 employees

• operating in 28 countries worldwide

• 45 manufacturing sites

Page 3: Entering emerging markets

Approach to international expansion

Assessments of market attractiveness

Adjacency to the core

Operating risk

Importance of local manufacturing

Operating models

Local distribution partners, in combination with rep. office

Joint Ventures

Own company (acquisitions, greenfield)

Page 4: Entering emerging markets

Leveraging core strengths

Remarkable products with well-known (B2B) brands

Category leadership

Global key account relationships

Page 5: Entering emerging markets

Food going global

Page 6: Entering emerging markets
Page 7: Entering emerging markets
Page 8: Entering emerging markets

Starbucks India

Page 9: Entering emerging markets

The market opportunity of North Africa

LIBYA

TUNISIA

ALGERIA

MAURITANIA

MOROCCO

36,3 M

32,1 M

6,6 M

10,6 M

3,4 M

90 M TOTAL POPULATION

26,7 Y AVERAGE AGE

TOTAL GDP 607 B $

Page 10: Entering emerging markets

Search for strong local partner, found in Tunesia in 2011:

leading position in Bakery Ingredients and Fats in North Africa

Part of SLAMA group (founded 1950)

Aligned objectives

Similar business culture

The market opportunity of North Africa

Page 11: Entering emerging markets

Partnership & shared passion to build the business together

Both partners complementary contributions to J/V

CSM World class manufacturing, global innovation & marketing know-how

GIAS Local brands, established business infrastructure & distribution

Page 12: Entering emerging markets

Purac Thailand Ltd.

Page 13: Entering emerging markets

Purac Thailand product portfolio

Basic Lactic Acid

Base material for other PURAC Factories globally

Direct supplies to the market in different grades

Lactates

mainly used as food preservative and cosmetic applications

Buffered Lactic Acid

mainly used as buffering agent for a/o confectionery

Page 14: Entering emerging markets

© 1/31/2013

2011 Investment of €45 million for production of lactide monomer

Lactide forms the basis to produce Bioplastics (PLA)

PLA reduce CO2 emissions with 70% vs mineral oil based plastics

Feedstock consists of local agricultural products

Investing for renewable Bio plastics

Page 15: Entering emerging markets
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Checklist

Deep understanding of local market

Contribution to the core

Organizational fit

Role of a local partner

Long term view

Page 17: Entering emerging markets

Thank you