Professional Documents
Culture Documents
4 Value Adding
4 Value Adding
W Stange1
Horizontal Integration /
Consolidation by
Buyers
# of Sellers
Balanced
Balanced
Buyers
Buyers Buyers
Buyers Horizontal
Many Market
Dominate Dominate Integration /
Power
Consolidation
By Sellers
Sellers
Few
... Dominate
Elevated
Trading
Risk
Sellers
One
Dominate
# of Buyers
for vertical integration when efficient markets exist. This Relative competitive advantage
has significant implications for ‘security of supply’
considerations in both the energy and mineral commodity Another issue which strongly impacts the ‘downstream added-
areas. value’ debate within a particular country is that of national
competitive advantage, ie are there stages of an industry sector’s
Capturing more value. It is often mistakenly believed that value chain at which a particular country is inherently more or
integrating along the value chain, particularly closer to the final less competitive?
customer, will allow more value to be captured than if the
organisation was further away from the final customer. The key Porter (1985) postulated that companies that survive and
driver is that of locating maximum economic surplus, which in prosper do so predominantly due to their success at innovating
capital intensive industries like mining is determined by the and adapting to changing competitive forces. A country or region
combination of capital intensity and relative operating margins of has the following attributes that impact on the effectiveness of
a particular stage of the value-chain. This may obviously change innovation of companies operating in this country or region:
slowly as industry cycles evolve. • factors of production – the nations’ factors of production
Integration should be focused on industry stages in which the such as raw material, labour and infrastructure;
greatest economic surpluses (or value-added) are available. As
the competitive forces in an industry evolves so does the • demand conditions – the nature of home-market demand for
likelihood that an organisation should re-evaluate its vertical the industry’s product or service;
integration strategy. The current scenario of excessive demand, • related or supporting industries – the presence or absence of
supply side constraints, regulation and cost of emissions would supporting or related industries that are world-competitive;
typically justify such a review by most mining organisations. and
Figure 3 provides convincing evidence that industry • industry strategy and structure – the conditions in the
consolidation (horizontal integration) is a key determinant of country that govern how firms are created, organised and
value creation for various mineral sectors. The key issue with a managed.
consolidation strategy is merger and acquisition of assets at
prices that are not that high that the ability to create shareholder The Australian situation with respect to each attribute is
value becomes unlikely. summarised in Table 3.
TABLE 3
Australia’s relative competitive advantage.
In contrast to the view of many that government is there to do to counteract price volatility by integrating downstream into
everything possible to help the industry Porter (1985) sees the chemical production, eg olefin production and the resultant
role of government as catalysing and challenging its world-class development of large integrated petro-chemical complexes.
industries to become even more competitive and shaping policies
to achieve this. This typically is achieved by encouraging CASE STUDY – VERTICAL INTEGRATION AND
competitive change, promoting domestic rivalry and stimulating
innovation. SHAREHOLDER VALUE
A comparison of two companies with significantly different
CASE STUDY – CRUDE OIL REFINING strategies with respect to approach to vertical integration was
reviewed. Both organisations are of similar scale and stature and
The evolution of the crude oil industry between 1966 and 1985 are seen as leading global organisations in their respective
illustrated how evolving industry structures result in a market positions. Their differences with respect to vertical
requirement to modify the industry’s approach to vertical integration and commodity focus are significant:
integration (Stuckey and White, 1993).
• Organisation A is vertically integrated around a single
In the mid 1960s the crude oil refining industry consisted of a commodity – aluminium. It has significant operations in the
highly concentrated number of buyers and sellers of refined mining, refining, smelting, rolling and fabrication stages of
crude oil. To minimise the trading risk inherent in this structure the aluminium value chain.
contracts between buyers and sellers were typically of ten year
duration. The high capital costs and consequent long lifetime of • Organisation B is focused on discovering and developing
refineries, as well as the fact that refineries were custom-built for large orebodies with a strong focus on upstream stages such
specific feeds further reinforced the need for contracting as mining and primary beneficiation. It is active across a
certainty between buyers and sellers. This implied that spot and wide range of commodities.
short-term market did not exist at this stage, leading to a fairly Figure 4 illustrates the ROCE performance of both
static combination of buyer and seller relationships. organisations. For capital intensive organisations ROCE is a
This situation facilitated vertical integration between crude oil critical performance measure as it reflects the degree to which
production (E&P sector) and refining as an internal contracting the large capital investments required by the company are
mechanism. providing adequate returns. Failure to meet hurdle rates, such as
Over the 20 years from 1966 the crude oil refining industry the cost of capital, implies that shareholder value is negative, ie
experienced several significant shifts: value is being destroyed. Poor return on capital is traditionally a
significant challenge for mining and related companies.
• nationalisation of oil resources by OPEC producers,
It is evident from Figure 4 that Company B provides a better
• significant growth of non-OPEC producers, and return to its shareholders than Company A. The strong vertical
• technology advances in refining that facilitated much more integration of Company B implies that it is exposed to declining
flexibility in terms of varying characteristics of crude feeds margins down its value chain due to the large capital
that could be refined efficiently. requirements of downstream operations.
This resulted in a significant decrease in concentration of oil It is also evident that Company A has not had the same benefit
refining and a subsequent efficient market for crude oil. from the resources boom that Company B has. This is due mostly
Development of efficient logistics and supply-chain planning and to the fact that the price increases for aluminium related
optimisation capability has further enhanced the efficiency of the commodities has been significantly less than that for other
E&P – refining market. This has resulted in declining vertical commodities (see Table 4). The latent capacity in the aluminium
integration and a significant rise in the number of independent value chain maintained the supply-demand balance as demand
E&P and refining companies. rose strongly.
This decrease in concentration, and corresponding increase in Although not directly a result of its vertically integrated
competition, resulted in the decrease of margins for some strategy achieving world-class scale across multiple commodities
players. The oil shock of the 1970s provided further momentum as well as a deeply vertically integrated structure would be a
35%
30%
Company A
Company B
25%
ROCE (%)
20%
15%
10%
5%
0%
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Year
Figure 6 through Figure 8 illustrate the growth in production, real • fast-tracking provision of a sufficient number of appropriately
price in 1998 terms and relative stock levels for three skilled workers by a combination of training, development
commodities – nickel, iron ore and copper. and migration;
All three commodities illustrate: • develop and implement significantly improved permitting
processes to deal with environmental and land use issues;
• The cyclical nature of the mining industry is frequently
caused by an imbalance in supply and demand. New capacity • incentivising the industry to behave strategically in terms of
is often developed and brought on-stream when prices are understanding and responding to the challenges it will have
good, resulting in excess capacity and a consequent reduction in the next ten to 20 years if it is to make the most out of the
in price. opportunities presented by the current resource boom; and
Co.
Co. B
B
Co. A
Co. A
5% 1000
0% 0
16
14
CAGR = 3.3% Annual Global Production
12
10
Millions
8
6
4
2
0
1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
Year
15.0% 20 000
Stocks/Production
7.5% 10 000
5.0%
5000
2.5%
0.0% 0
2.00
1.80 Annual Global Production
1.60 Predicted
1.40
Millions
1.20
1.00
0.80
0.60
0.40
CAGR : 5.2%
0.20
0.00
1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
Year
50
40
15%
30
10%
20
5% 10
0% 0
Annual Global Production, tons
2000
1910 1920 1930 1940 1950 1960 1970 1980 1990 2000
1800
1600
Annual Global Production
1400
Millions
Predicted
1200
1000
800
600
CAGR: 2.7%
400
200
-
1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 2010
Year
REFERENCES
Dobbs, R and Koller, T, 2005. Measuring long-term performance,
McKinsey Quarterly 2005 Special Edition: Value and Performance,
pp 17-27.