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Strategic Management
THE FINAL CASE COMPETITION
We Are ,,,
o LAKBIRI Yosrao JABER TEMSAMANI Salma
o MOUSSAOUI Nisrineo KAAYA Mohamed Achraf
o NAJIB Soumayao BENOUNI Ilyasseo SAOUI Ghita
And here’s the Outline
I. What is OCP ?
II. OCP Yesterday # OCP Today
III. OCP and their prices
IV. OCP and their customers
V. The growth strategy and the challenges
VI. Recommendations
What is OCP ?
OCP is ,,,
the world’s leading producer of phosphate
rock and phosphoric acid and one of the
leading global fertilizer players
more than 90 years of history serving
agriculture
the Group has 23,000 employeesRevenue of 4.575 billion $
Founded in 1920 Casablanca, Morocco
The legend
Mostafa Terrab – President and Ceo
the world’s leading producer of phosphate
rock and phosphoric acid and one of the
leading global fertilizer players
more than 90 years of history serving
agriculture
the Group has 23,000 employeesRevenue of 4.575 billion $
Founded in 1920 Casablanca, Morocco
Financial Highlights
OCP Group achieved remarkable financial performance and some
of the highest margins of the industrial sector by the end of 2015.
The growth in rock and acid sales counterbalanced the slight drop
in fertilizer sales. Consequently, sales for 2015 reached MAD
47,747 million versus MAD 41,436 million in 2014
Financial Highlights
In an unfavorable international context marked by the increase in
Chinese phosphate exports and the decrease in demand from South
American countries, particularly Brazil, OCP Group achieved
remarkable financial performance and some of the highest margins
of the industrial sector by the end of 2015.
The growth in rock and acid sales counterbalanced the slight drop
in fertilizer sales. Consequently, sales for 2015 reached MAD
47,747 million versus MAD 41,436 million in 2014
Financial Highlights
The outlook for 2016 is positive. The Group
expects gradual improvement in 2016. .
The outlook for 2016 is positive. The Group expects
gradual improvement in 2016
OCP Yesterday # OCP Today
The change
OCP Yesterday # OCP Today
The change ,,,
Positioning
OCP Yesterday # OCP Today
The change ,,,
ASIA
• Opening two representative offices in Asia: Singapour And Abu dhabi
• Sharing knowledge and expertise between morocco and india
OCP Yesterday # OCP Today
The change ,,,
AFRICA
• Openning of 14 subsidiaries in Africa
• Establish a factory in jorf lasfar of fertilizers dedicated to africa
nammed Africa Fertilizer Complex : 5,3 Billion dirhams of investment
and 350 employee
OCP Yesterday # OCP Today
The change ,,,
Commodity global chain value
OCP Yesterday # OCP Today
The change ,,,
• OCP has competitive advantages across all three product segments.
• 30% of all global imports of phosphate and phosphate-derived
products, specifically:
48%Phosphoric Acid
33%
Phosphate
rock
21%fertilizer
OCP Yesterday # OCP Today
The change ,,,
Innovation
OCP Yesterday # OCP Today
The change ,,,
WHY
OCP and their prices
Law of supply and demand
The demand
World’s population
Agricaltural production
Demand for
How was OCP able to impact the price through its
strategy?
How was OCP able to impact the price through its
strategy?
Law of supply and demand
The supply
Law of supply and demand
High demand
Highersupply
Slump in prices
How was OCP able to impact the price through its
strategy?
OCP and their customers
OCP serves about 150 customers on 5 continents.
OCP and their customers
Proactive business strategy
Understand custommer’s needs
Understanding the Soil to
define the needs
Optimization of the supply
chainSupport and Guidance of
fertilizer use
Recommendation of the
adapted fertilizer solution
OCP and their customers
R & D and Innovation
Worldwide position
Cost effectiveness
Growth Strategy
Challenges
Challenges
New Markets and Important MarketShare The raw phosphate market has less added value hence the
profits are not important
The need to expand to new markets ( fertilizers ): Africa
Challenges
Stimulate the Demand
Assist the development of agriculture in Africa
Recommendations
Recommendations
Reinforce the group’s financial structure in order to develop needed
investesments.
Encourage research and innovation for fertilizers since the
custommers of phosphate are the first competitors of ferlitizers.
Invest on the humain capital by providing training to be more
productive and efficient.
Use local subcontractors instead of international companies.
Promoting internship offers to improve transparency.
Respect environment (The waste of phosphates is directly thrown
into the seas )
Strategic Management
THE FINAL CASE COMPETITION
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