Successful examples of addressing Overcapacity in Europe and elsewhere

Transcription

1 Steel Markets Eurpe Cnference - Barcelna - June Successful examples f addressing Overcapacity in Eurpe and elsewhere By Dr. Henrik Adam

2 Trade flws rise f 53% in 10 years Excess steelmaking capacity rising year n year Over-capacity in China is ne f the critical rt causes f destabilisatin in the EU market The steel industry is glbalising rapidly

3 Tata Steel EU remains an pen market Steel imprt duties fixed at 0% N nn-tariff barriers Strict state aid rules Open prcurement prcess Russia increase imprt tariffs China VAT exprt, subsidies and FDI prhibitin (freign cntrl taking) Turkey Increase imprt tarifs and trade-related measures USA Buy American and imprt licences Kazakhstan Imprt duties Mrcc Imprt duties Mexic Increase imprt tariffs Clumbia Labelling and certificatin scheme Brazil imprt duties Argentina imprt licenses and reference prices Egypt Increase imprt tariffs Saudi Arabia Buy Saudi fr steel & increase f imprt tariffs Iran Buy Iranian steel Algeria Franchise cntrl system and Iicrease imprt tariffs India Increase imprt tariffs and mandatry certificatin natinal standards Taiwan Prduct Certificatin Scheme Thailand Mandatry certificatin natinal standards Indnesia - Mandatry certificatin natinal standards Vietnam Increase imprt tariffs Malaysia - Mandatry certificatin natinal standards Lack f level playing field in EU make it an attractive market fr imprts Surce: OECD, WTO

4 EU28 demand strip mill prducts [Mt] EU 28 Market Supply EU 28 Imprts Chinese exprts wrldwide [Mt] Higher value prducts 1 90 Cmmdity prducts demand grwth in the EU was fr a large part taken up by imprts

5 Future custmer requirements must be met taking int cnsideratin the challenges surrunding the steel industry The way t succeed is t fcus n key pillars t deliver custmers the advantage they need

6 Serica Guarantees lw and cnsistent waviness and ensures a gd paint appearance Celsius 355 Prvides reliable perfrmance in the mst arduus cnditins Innvatin & prduct differentiatin t meet new custmers needs

7 Clrcat Prisma Prvides cmbine utstanding aesthetics with lng lasting perfrmance Prtact Prvides the pprtunity t increase yield and be mre cst cmpetitive Innvatin & prduct differentiatin t meet new custmers needs

8 Prtact - Unique breakthrugh prduct fr ur custmers

9 Increasing cmpetitin - frces us t speed up ur innvatin prcesses T succeed it is crucial t invest in ur ability t develp smart design slutins tgether with ur custmers Service differentiatin Early Vendr Invlvement

10 New way f partnering with ur custmers Strive t be far mre agile and flexible in the market t face vlatile demand Avid any disruptins in ur custmers prcesses Service differentiatin Be agile and flexible in the market

11 Act as a netwrk t meet Eurpean wide custmer requirements Adapt and cntrl service ffering Create crss selling pprtunities by larger presence in the market Our presence Lcal Eurpean presence t meet wide custmer requirements

12 The glbal steel industry is nt a level playing field New pprtunities by latest technlgies t create a sustainable steel value chain in Eurpe Fcus n technical innvatin Strive fr smart supply Invest in practive custmer supprt Tgether we make the difference

13 Questins?

14 Handelsblatt 2016 Adapting t Changing Markets Tata Steel 14 A quick intrductin Dr. Henrik Adam Brn 1964 Essen, Germany Mechanical Engineer, Specialised in Autmtive Engineering Chief Cmmercial Officer fr Tata Steel Eurpe since 2011 Varius rles within ThyssenKrupp since 1998, a..: CEO TK Electrical Steel Senir Vice President Sales & Engineering Aut Chairman f varius TK businesses in India, Japan and Eurpe Bard and Chairman psitins utside Tata Steel / TKS Bard Member EEF UK Manufacturing Chairman WrldAutSteel

15 Trade flws rise f 53% in 10 years Excess steelmaking capacity rising year n year Over-capacity in China is ne f the critical rt causes f destabilisatin in the EU market The steel industry is glbalising rapidly