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Trojan Technologies
Doing Business in China
Global Offices with staff of 700Canada London & Guelph (475)US Multiple locations (155) Europe 5 Offices (40)China Multiple locations (30)
• >$200M in sales
• >15% CAGR since 2003
• 5.0% investment in R & D
• Over 6,500 municipal UV installations on 6 continents,treating over 1000 m3/sec
• >100 new jobs in Canada during 2008-2010
• Partnerships: Over 200 offices in 90 countries on 6 continents
• Logistics & Manufacturing in Canada, US, Europe and China
TROJAN - BUSINESS OVERVIEW
Winner of the 2009 Stockholm Water Industry Award
Disinfection UV Oxidation
Inactivation of bacteria, viruses and other pathogens through nucleic acid disruption by UV photons
Destruction of chemical contaminants via direct UV photolysis and UV light-induced activation of hydrogen peroxide (UV-oxidation)
WATER PURIFICATION WITH ULTRAVIOLET LIGHT
Municipal Drinking Water – New York City – 100 m3/s
Trojan Installation in Binhe, CHINA Trojan Voted #1 Disinfection Brand in China for last 3 years
Why Go to China?
• Significant problem of water scarcity
• Water treatment is a stated China government priority
• Potentially large market – business growth opportunity
But …
• Lot’s of “bad news” stories – JV’s gone bad, IP knock-offs
Strategic Opportunity
• Develop the capacity to compete “anywhere” and win
• Invest in a China-based Product Development Centre to develop capacity to innovate at “China pace” for Low
& Medium Price Point markets
• Leverage partnerships at appropriate level
performance
Trojan
#1
2005 UV Product Picture – China pr
ice
poin
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lo
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hig
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#1
#2
#3
#2
Situation:
Start of 11th 5 year plan, municipal waste water market. Primarily big projects.
International brands introduced into China. Local competitors started to emerge.
International
Local
Trojan
performance
Trojan
#1
2009 UV Product Picture – China pr
ice
poin
t
low
med
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hi
gh
#1
#2
#5#6
#3
#4
Situation:
End of 11th 5 year plan. Projects shift to smaller urban centers.
More local competitors entered into market. Local competitors put added pricing pressure into market.
International
Local
Trojan
performance
2011 UV Product Picture – China pr
ice
poin
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low
med
ium
hi
gh
New Trojan
Situation:
12th 5 year plan. Projects in smaller urban centers.
Trojan introduces 2 new products to address High and Medium Price point segments of market.
International
Local
Trojan
#6
#1
#2
#4#5
#3
New Trojan
Sustaining Competitive Advantage
• Requirement: Be cost-competitive vs. local competitors
• Begin with extensive market assessment of customer “must have’s”
• Cost reduce quickly through China team’s expertise:
– “bare bones / high quality”
– ultra cost-conscious at component level
– “intense” collaboration with local component suppliers
• Achieve incremental cost breakthrough via new core technology
• 2 year assignment in Shanghai for Senior research leader from Canada
• Full integration with London-based team