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Presentatie Marc den Hartog (CSM) op Emerging Markets seminar "Zakendoen in BRIC" op 30 januari 2013
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Entering emerging markets
Marc den Hartog, CSM, Jan 2013
Introducing CSM
1919
Founded through a merger of 3 Dutch
sugar manufacturers
Today
the world’s largest supplier of bakery
products & ingredients
a leading player in natural food preservation,
extended shelf life and bio-based chemicals
• annual sales € 3.3 billion
• workforce of around10.000 employees
• operating in 28 countries worldwide
• 45 manufacturing sites
Approach to international expansion
Assessments of market attractiveness
Adjacency to the core
Operating risk
Importance of local manufacturing
Operating models
Local distribution partners, in combination with rep. office
Joint Ventures
Own company (acquisitions, greenfield)
Leveraging core strengths
Remarkable products with well-known (B2B) brands
Category leadership
Global key account relationships
Food going global
Starbucks India
The market opportunity of North Africa
LIBYA
TUNISIA
ALGERIA
MAURITANIA
MOROCCO
36,3 M
32,1 M
6,6 M
10,6 M
3,4 M
90 M TOTAL POPULATION
26,7 Y AVERAGE AGE
TOTAL GDP 607 B $
Search for strong local partner, found in Tunesia in 2011:
leading position in Bakery Ingredients and Fats in North Africa
Part of SLAMA group (founded 1950)
Aligned objectives
Similar business culture
The market opportunity of North Africa
Partnership & shared passion to build the business together
Both partners complementary contributions to J/V
CSM World class manufacturing, global innovation & marketing know-how
GIAS Local brands, established business infrastructure & distribution
Purac Thailand Ltd.
Purac Thailand product portfolio
Basic Lactic Acid
Base material for other PURAC Factories globally
Direct supplies to the market in different grades
Lactates
mainly used as food preservative and cosmetic applications
Buffered Lactic Acid
mainly used as buffering agent for a/o confectionery
© 1/31/2013
2011 Investment of €45 million for production of lactide monomer
Lactide forms the basis to produce Bioplastics (PLA)
PLA reduce CO2 emissions with 70% vs mineral oil based plastics
Feedstock consists of local agricultural products
Investing for renewable Bio plastics
Checklist
Deep understanding of local market
Contribution to the core
Organizational fit
Role of a local partner
Long term view
Thank you