SERVICES STRATEGY AND COMPETITIVE ADVANTAGES TAGE BLOMBERG, GROUP VICE PRESIDENT
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1 SERVICES STRATEGY AND COMPETITIVE ADVANTAGES TAGE BLOMBERG, GROUP VICE PRESIDENT 1 Wärtsilä Wärtsilä Capital Markets Day
2 Defensive or Offensive? Why is Wärtsilä in the Service business? CORE BUSINESS CORE BUSINESS Defensive? A defensive strategy aims to protect a core product or enhance its features to make it more competitive. Offensive? An offensive strategy aims to develop a business as a stand alone platform, self-profitable and sustainable. 2 Wärtsilä Wärtsilä Capital Markets Day
3 Competitive Advantage What is the competitive advantage? Skills? Differentiation? A skill-based competitive advantage focuses on expertise and customisation. Scale? Low Cost? A scale-based competitive advantage sees its source of margin in large volume, hence standardization. «The basis of the above-average performance within an industry is sustainable competitive advantage, which is of 2 types: Cost leadership or Differentiation» 3 Wärtsilä Wärtsilä Capital Markets Day Michael E. Porter, 1986
4 How to use Services Defensive P + P + S S Bundle Service to the product. Overprice Services in entry price market driven for core products. Offensive P P S + Premium Services. + S Add performance guarantee into Service Agreement to limit risks for customers. 4 Wärtsilä Wärtsilä Capital Markets Day
5 Several Solutions for different strategies Several strategies are implemented at the same time Wärtsilä Services has a large portfolio for all needs. Wärtsilä Reconditioning Services Competitive Advantage Low Cost Differentiation Defensive Offensive Wärtsilä Spares OnLine Wärtsilä Land & Sea Academy Wärtsilä Operations & Management Services Strategic intent 5 Wärtsilä Wärtsilä Capital Markets Day
6 Service Mission Wärtsilä Services supports customers business by providing the best services in the industry and optimizing their operations and product lifecycle. Vision and Mission Best services - How? We provide a wide range of innovative solutions that optimize the lifecycle efficiency of the serviced equipment. Corporate Vision We will be the most valued business partner of all our customers. ONE vision for all. A mission for each, towards the vision. 6 Wärtsilä Wärtsilä Capital Markets Day
7 Our Strategy explained Innovative solutions We go beyond standard products and always seek out the best technologies and customized solutions. In terms of vocabulary, Solutions carries more values than Products. Wide range A lot of solutions and expertises from one single source. We have grouped our offering in order to help customers identify our expertise. Best services - How? We provide wide range of innovative solutions that optimize the lifecycle efficiency of the serviced equipment. Equipment This term includes engines, but also automation, propulsion, boilers It also means any brand. Efficiency Efficiency must be explained in its larger sense: Economical, Performance, Safety, Environmental efficiency or any combination of these. 7 Wärtsilä Wärtsilä Capital Markets Day
8 Solution model for Wärtsilä business units Product Solutions Ship Power Ship equipment Propulsion packages Customer value Most valued business partner Product Solutions Power Plant Energy Solutions Turnkey Plant Customer value Most valued business partner OEM systems Engine Design & Engineering support System installation Ship Design OEM systems Engine Plant Contractor Energy Advisor Service Solutions Service Solutions 8 Wärtsilä Wärtsilä Capital Markets Day
9 Solution model for Wärtsilä Services Products Solutions Projects Products Parts Equipment Value for Customer Manpower Agreement Most valued business partner Operations Services As we expand our portfolio of Products and Services, we create more solutions for customers. As we can apply it to several equipment types, we stand for being a single source of service, a onestop-shop partner, a total service provider.. This is how we create value for customers. 9 Wärtsilä Wärtsilä Capital Markets Day
10 Focused areas of our expertise Engine Services Reconditioning Services Propulsion Services Operations & Management Automation Services Training Services Boiler Services Ship Services 10 Wärtsilä Wärtsilä Capital Markets Day
11 Best Services and Offering Model Wärtsilä Services is the leader in the industry as we are UNIQUE in our offering of the largest scope of Services from a wholly owned organization. Scope of Products and Services Core Expertise 3rd parties Agent Scope of Products and Services 3rd parties Core Expertise World Geographical Coverage World Geographical Coverage COMPETITORS 11 Wärtsilä Wärtsilä Capital Markets Day
12 New premises and expansions in 2007 & 2008 Norway USA Denmark France Azerbaijan Turkey Korea China Brazil Chile Cameroun Namibia Madagascar Vietnam South Africa 12 Wärtsilä Wärtsilä Capital Markets Day
13 Engine services OEM brands Wärtsilä OEM brands include: Wärtsilä Sulzer DEUTZ marine engines Nohab Diesel Wärtsilä Diesel GMT Wichmann SACM Stork SW Diesel Werkspoor Moteurs Duvant Crepelle Nordberg Poyaud Bolnes Ship Power Power Plants 13 Wärtsilä Wärtsilä Capital Markets Day
14 Products & Solutions Performance Optimizers Upgrades Conversions Safety Solutions Monitoring Solutions 14 Wärtsilä Wärtsilä Capital Markets Day
15 Fuel & Gas conversions GD 15 Wärtsilä Wärtsilä Capital Markets Day SG DF Project Country Year Conversion type Tintrofa Portugal x 12V32 HFO 12V34SG Almeida Portugal x 12V32 HFO 12V32DFc Tearfil Portugal x 12V32 HFO 12V32DFc Century Power Pakistan x 12V32 HFO 12V32DFc Denizli Turkey x 16V46 HFO 16V50DF Cerestar German x 16V46 HFO 16V50DF Batamindo I Indonesia x 18V32 HFO 18V32DFc Batamindo II Indonesia x 18V32 HFO 18V32DFc Batamindo III Indonesia x 18V32 HFO 18V32DFc Arenko Turkey x 18V32 HFO 18V34SG Cresent Textile Pakistan x 16V32 HFO 16V32DFc Bilag India x 18V32 HFO 18V32DFc Tacna Peru x 18V32 HFO 18V34SG Lucky Cement Pakistan x 18V32 HFO 18V32DFc Lucky Cement Pakistan x 12V46 HFO 12V50DF Cengiz Turkey x 18V46 HFO 18V50DF
16 Environmental compliance MS FinnClipper MV Suula Birka Princess 16 Wärtsilä Wärtsilä Capital Markets Day
17 Partnership & Contracts Inventory management Condition-based maintenance Remote monitoring Regular technical visits Exclusive training plan Wärtsilä personnel for major OH Technical Support Agreement + Covers several vessels along their trade routes Fixed agreed fee and performance targets Global Customer Agreement + On-board Wärtsilä crew Safety stock onboard Minimum downtime with exchange part policy Monthly reporting Long Term Agreement + Wärtsilä personnel for operation & installation Management Performance guarantee Monthly business report Long Term Service Agreement Operation & Maintenance Agreement Global Customer Agreement Technical Support Agreement 17 Wärtsilä Wärtsilä Capital Markets Day
18 Offering adapted to Customers needs Solution Complexity Basic Products and Services 1 Packages 2 Solutions 3 Partnerships & Contracts 4 18 Wärtsilä Wärtsilä Capital Markets Day
19 What Services can do for Power Plants Engine Services Automation Services Boiler Services Reconditioning Services Operations & Management Training Services 19 Wärtsilä Wärtsilä Capital Markets Day
20 What Services can do for Ship Power Reconditioning Services Operations & Management Training Services Ship Services Engine Services Automation Services Propulsion Services Boiler Services 20 Wärtsilä Wärtsilä Capital Markets Day
21 Mighty Servant 3 ONE STOP SHOP Several centres of expertise around the globe After six months resting on the sea bottom the vessel was lifted and towed to Dormac shipyard in South Africa where the main engines were removed and transported to Wärtsilä South Africa for inspection and repair. Engine Services Propulsion Services 3.0m 2.4m Propulsion was done in Cape Town, South Africa. Engine was overhauled in Zwolle, The Netherlands. Vessel was rehabilitated in a Grand Bahama shipyard. 21 Wärtsilä Wärtsilä Capital Markets Day
22 Pride of Telemark Engine Services Ship Services Automation Services 1.2m 1.4m 7.0m 5 Aux. + 2 Main Engines Refurbishment of 31 cabins Complete electrical system ONE STOP SHOP Several centres of expertise around the globe The project took 18 work weeks, and was completed in Frederikshavn yard in Denmark in the spring of Wärtsilä Wärtsilä Capital Markets Day
23 Wärtsilä Services net sales Offshore Cruise & Passenger Merchant Shipping Ship Power Power Plants Tankers Cargo vessels The diversity of our business limits our exposure to market fluctuation. Container vessels 23 Wärtsilä Wärtsilä Capital Markets Day
24 Shipping industry is cyclical Transportation Indexes A selection of transport and marine related equity indexes are plotted in combination with Eurostoxx 600, which in this case represents the overall performance of the stock market. By comparing the indexes from different regions and comparing to the overall stock market performance it is possible to get some insights in the performance of the shipping industry worldwide. 24 Wärtsilä Wärtsilä Capital Markets Day
25 but Wärtsilä Services has grown steadily. Net Sales in M Wärtsilä Wärtsilä Capital Markets Day
26 Acquisitions & Joint Ventures 2002 JMC Marine A/S Denmark CGL Industries Ltd Canada Metalock Singapore Ltd Singapore 2004 Decam B.V. Netherlands Elco Systems B.V Netherlands 2006 Stockholms fartygreparationer AB Sweden INTEC Injectortechnic GmbH Germany Wärtsilä BLRT Services Klaipeda UAB (JV) Lithuania Total Automation Ltd Singapore 2008 International Combustion Engineering A/S Denmark, Dubai Claus D. Christophel Mess- und Regeltechnik GmbH Germany Maritime Service AS Norway Navelec SAS Le Havre, France 2001 Ciserv AB Sweden 2003 Caltax Marine Diesel BV Netherlands 26 Wärtsilä Wärtsilä Capital Markets Day 2005 Gerhardt Holding Co. USA DEUTZ AG. Germany Wärtsilä BLRT Baltica (JV) Estonia 2007 Marine Propeller Ltd South Africa Senitec AB Sweden McCall Propeller Ltd United Kingdom Electrical Power Engineering Ltd United Kingdom
27 Always One Step Ahead 27 Wärtsilä Wärtsilä Capital Markets Day
28 Wärtsilä Services Offensive service development worldwide Portfolio development through acquisitions & innovations 24/7 Services 28 Wärtsilä Wärtsilä Capital Markets Day
29
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