International Development and Global Industrial Strategy

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Marjorie Copeland
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1 International Development and Global Industrial Jean-Paul Gut Executive Vice President Member of the Board Member of the Executive Committee Agenda The key role played by EADS International The mission of EADS International A unique organization Case studies of EADS International support to Business Units The new momentum: the Global Industrial Rationale Selected countries and principles Examples of actions underway 2 1

2 Mission of EADS International EADS International is a: profit-oriented, multinational and multicultural, corporate marketing organization in charge of: the international marketing and sales strategy of EADS; securing international business in a profitable manner together with the Business Units; providing a long term privileged relationship and deep knowledge of key decision factors in target markets. 3 EADS International: A one-of-its-kind organization in the aerospace & defense sector Managing the key success parameters; Offering unique value-added services: Country Expertise Functional Support Business Development; Financial Engineering; Offsets; Marketing Intelligence; Public Relations; Military Operational Expertise; Export Control; OECD Compliance At the heart of EADS international operations 4 2

3 EADS International: Country Expertise through a Worldwide Network of 29 Offices Warsaw Mexico Ottawa Santiago Sao Paulo Prague Helsinki Moscow London Bucharest (To open soon) Paris Beijing Roma Ankara Cairo Seoul Tripoli Abu Dhabi New Delhi (To open soon) Hanoi Taipei Athens Bangkok Muscat Kuala Lumpur Riyadh Singapore Pretoria Jakarta Canberra 5 Examples of EADS International major successes since 2004* Canada Anik F3 satcom ASTRIUM ABC (Mexico) 10 A320 UK FSTA (Preferred Bidder) Brazil 12 C P-3 modernization Romania Border Security DCS Turkish Airlines 5 A / 12 A321/ 19 A320 Greece missiles MBDA Oman 20 NH90 EUROCOPTER Qatar Airways 60 A /900 Etihad (UAE) 12 A330/ 8 A340/ 4 A380 India Air Deccan 30 ATR ATR China Eastern 20 A330 China Southern 6 A319/ 15 A320 Thai Airways 6 A380/ 1 A / 1 A Thailand Theos Observation satellite ASTRIUM Australia 12 NH90 EUROCOPTER South Africa 8 A400M Australia 5 A330 MRTT * United States excl. 6 3

4 A Case Study of EADS International Success: ETIHAD Etihad Airways ordered 24 Airbus aircraft in its very first year of operation: 12 A330, 8 A340, 4 A380 for $7Bn Airbus product range excellence and price/performance competitiveness of the offer; Personal and trustful relationship developed with the highest-level of the UAE Government long before the creation of EADS Ability of EADS International to develop an excellent understanding of the country s decision-making process 7 A Case Study of EADS International Success: Australia Five major successes - Three Business Units: Airbus: Qantas and JetStar (vs. Boeing) Eurocopter: Tiger (vs. Apache) NH90 (vs. BlackHawk) : A330 MRTT (vs. B767 Tanker) State-of-the-Art Solutions Familiarity with key Australian decision factors and understanding customers requirements Leverage industrial footprint (Australia Aerospace) Prevail over US competition despite geopolitical impediments 8 4

5 A Case Study of EADS International Success: A400M South Africa joined the consortium as a risk-sharing partner on 28th April 2005 for 8 aircraft (+6 options) Chile signed a Letter of Intent (LoI) on 3rd June 2005 for 3 aircraft Malaysia: great expectation EADS International was able to capitalize on the political willingness of emerging countries to join a successful European program; Provides EADS partners with access to state-of-the-art technology which they will be able to capitalize on in the future. 9 New Momentum: The Global Industrial Rationale for a Global Industrial EADS growth potential is located in markets outside Europe; Criteria to select target countries include : important size and rapid growth rate; local industrial potential offering strategic opportunities for sourcing and partnership ; location in non-euro zones to reduce EADS US$ net exposure. 10 5

6 New Momentum: The Global Industrial Five selected countries: United States China India Russia South Korea Long term strategic focus beyond immediate business considerations; Key objective: open markets for EADS; Local presence in most appropriate forms: acquisitions; JVs; opening of own subsidiaries and plants; subcontracting; risksharing partnerships; joint programs Help local industrial champions reach critical size to become strategic partners for sourcing and joint programs; Only doctrine: profit-orientation. Seize worldwide growth opportunities to fuel EADS future 11 New Momentum: The Global Industrial Examples of actions underway United States: Tanker Program - partners and industrial site selection; China: Eurocopter EC175 partnership; A350 risk-sharing participation; Airbus Engineering Centre 12 6

7 Conclusion The Global Industrial represents an indispensable impulse to capture the promises of these crucial but complex markets; EADS International will continue developing presence in all other markets Value creation is the central focus. 13 7

EADS The Step Beyond. Presentation at the Arctic Conference: Challenges and Opportunities for Norway

EADS The Step Beyond. Presentation at the Arctic Conference: Challenges and Opportunities for Norway EADS The Step Beyond Presentation at the Arctic Conference: Challenges and Opportunities for Norway Hans Lüken General Manager EADS Scandinavian Office, Aker Brygge May 10 th 2012 EADS - The Step Beyond