波士顿咨询公司宝钢贸易重组项目报告

SHANGHAIBAOSTEELGROUPCORPORATIONTRADINGRESTRUCTURINGPROJECTPresentationToBaoSteelGroupSeniorManagement30July,2001THEBOSTONCONSULTINGGROUPBaoSteel-Board-Presentation-30Jul01-JS-SHI-1-AGENDAObjectivesandprocessGlobalmarketcontextforBaoSteelTradingvisionandcorporatestructureCorebusinessstrategyandorganizationRestructuringimpactandchangepathBaoSteel-Board-Presentation-30Jul01-JS-SHI-2-AGENDAObjectivesandprocessGlobalmarketcontextforBaoSteelTradingvisionandcorporatestructureCorebusinessstrategyandorganizationRestructuringimpactandchangepathBaoSteel-Board-Presentation-30Jul01-JS-SHI-3-PROJECTCONTEXTANDOBJECTIVESBaoSteelGrouphasdecidedtogrowitstradingbusinessintothe2ndpillarbusinesswithintheGroup•EnhanceGroupassetreturnandprofitability•DiversifythebusinessportfoliotowardshighervalueaddedservicesBCGwasbroughtintodesignanoverallorganizationstructureforthepost-integrationtradingbusinessanddevelopbusinessmodelsfortwocorebusinessesBCGprojectthereforeaddressesthefollowingquestions•HowshouldBaoSteeltradingbeorganizedtooptimizetheintegrationofexistingentitiestradingresources?•Whatshouldbethefuturebusinessmodelandorganizationstructureoptionsforthefinishedgoodstradingandironoretrading?•Whatarethee-commerceandlogisticslinkagestothecorebusinesses?BaoSteel-Board-Presentation-30Jul01-JS-SHI-4-High-LevelServiceDefinitionOrganizationStructureDesignBCGFOCUSEDONTHEBUSINESSMODELANDORGANIZATIONDEVELOPMENTWORKOFTHEPROJECTRoll-Out&MarketLaunchBusinessModel&OrganizationDetailedBusinessPlanning~10weekstbd.tbd.•EvaluationofandrestructuringofBaoSteel’stradingresources•Businessconceptandtrendofcorebusinesses•Reviewofmarketpotentialandcustomerrequirements•Definitionofserviceofferandanalysisofunderlyingeconomics•Descriptionofrequiredcapabilitybuild-upandofoperationalprocesses•Top-levelorganizationstructuredesign(1st&2ndlevel,furtherdetailsforfinishedgoodsandironoretrade)•Definitionofdepartmentalfunctionsandinitialstaffheadcountestimates•OrganizationalKPIDetailingofspecificserviceoffersforeachbusinessstreamandfore-commercelinks/platformsDetailedfinancialmodelingDetailedoutliningofrequiredcapabilitybuild-upandofoperationalprocessesDetailedorganizationalstructuredesignat3rdanddepartmentlevelActualinvestmentdecisionsandinfrastructurebuildingHumanresourcebuild-upSettingupofoperationalinfrastructureITarchitecturefore-commerceImplementationphasingandpotentialpilotprogramsGotomarketDetailedSituationAssessmentBusinessConceptOptions&OrganizationBaoSteel-Board-Presentation-30Jul01-JS-SHI-5-StinnesCorusThyssenKruppStainlessThyssenKruppAGDillingerHuetteRyersonTullUsinorThyssen-SchulteBHPMitsuiWECONDUCTEDEXTENSIVEGLOBALSTEELANDTRADINGCOMPANYRESEARCHPoscoisteelasia.comNipponSteelesteel.comsteel24-7.combuyformetal.comKanematsuBaoSteel-Board-Presentation-30Jul01-JS-SHI-6-INADDITION,SIGNIFICANTDOMESTICMARKETINTERVIEWSShanghai黑龙江•哈尔滨哈飞青岛•海尔集团•百盛包装•海信集团•济南小鸭吉林•一汽集团江苏•跃进汽车•春兰集团•无锡阿里斯顿•无锡小天鹅上海•捷品电机•震旦家具•外高桥船厂•三菱•日立•林内•上海大众汽车•现代集装箱•新树金属制品•日用友捷•汽车工业集团•美固龙金属制品江西•昌河汽车广东•美的•格兰仕•万家乐•容声湖南•长沙伊莱克斯•长沙金荣•湘钢湖北•东风汽车•武钢四川•长安汽车安徽•江淮汽车•滁州西门子•合肥荣事达天津•钢线钢缆集团•扎努西电机•汽车工业总公司•天津LG钢厂钢材成品用户云南•昆钢河北•唐钢•邯钢北京•首钢BaoSteel-Board-Presentation-30Jul01-JS-SHI-7-MARKETRESEARCHBACKEDBYWIDERANGEOFANALYTICS•Marketbysectors,productandregion•Customerrequirements•Projectionofshearingandcuttingmarket•Shearing&cuttingeconomicsandoutsourcingrates•Organizationalbenchmarking•RoleoftheCenteranalysis•Evaluationoftradingassets•SimulatednetcapitaleffectsonBSIT•Ironoremarketprojection•Customersharesbysegment•Customerrequirements•Importandlogisticseconomics•Revenue,cost,grossprofitandnetcapitalaggregation•Internalandexternalheadcountbenchmarks•FinancialmodelingtoestimateimpactofkeyrecommendationsFinishedGoodsCorporateStructureIronOreFinancialModelingBaoSteel-Board-Presentation-30Jul01-JS-SHI-8-JOINTTEAMEFFORTBETWEENBAOSTEELANDBCGSteeringCommitteeProjectmanagementBaoSteelexecutiveHeWenBoZhangMiaoWuDongYinBCGVPJimHemerlingBaoSteelteamGuoJianGuangFengAiHuaXiaJiangLiYongChenJinBCGteamJanSchwierJudyPanFinishedgoodsBaoSteelteamWangJinZhangYongZhangXueChengHouJianYangZhiCaiZhangZhiYongBCGteamJamesXuDianaQianJasperPanIronoreBaoSteelteamLiuYongShunShenWenFuXiZhiQiangChenJinWangHuaQiangBCGteamAaronFangBillWuOrganizationstructureBaoSteelteamZuXueChaoLiJianWeiLiShiPingWuYiMingLiYongLiHanMinBCGteamJudyPanBillWuE-CommerceBaoSteelteamWangJinYangZhiCaiBCGteamCindyChiLogisticsBaoSteelteamGuoQiangZuXueChaoBCGteamFangAaronBCGAdvisorsHideakiImamuraColinCarterMartinWortlerFrancoisRouzeauBaoSteel-Board-Presentation-30Jul01-JS-SHI-9-AGENDAObjectivesandprocessGlobalmarketcontextforBaoSteelTradingvisionandcorporatestructureCorebusinessstrategyandorganizationRestructuringimpactandchangepathBaoSteel-Board-Presentation-30Jul01-JS-SHI-10-GLOBALSTEELMARKETCONTEXTFORBAOSTEELSummaryofKeyMessagesGlobalsteeleconomicsremainchallengingforintegratedproducers•Regionalsupplycurvesinsteelareveryflat•Theindustrysuffersfromchronicovercapacity•IndustrystructureexertsdownwardpricepressureMajorplayersmanagevaluecreationalongthreestrategicdirections•Focusonthe