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8/17/2019 SapuraKencana Petroleum Sdn Bhd
1/23
[SAPURA KENCANA PETROLEUM BERHAD]
TABLE OF CONTENT
NO. TITLE PAGE
1. Cover Page 1
2. Table of Content 2
3. 1.0 Acknowledgement 3
4. 2.0 Introduction 4
5. 3.0 main Content
3.1 Anal!"i" of #i"ion
3.2 Anal!"i" of $i""ion
3.3 Anal!"i" of %take&older"
3.4 Internal Anal!"i" of %a'ura(encana
3.5 T&e $arketing $i) *4P"+
3., Product -ife C!cle
3. Anal!"i" t&e /inancial Performance
51
,. 4.0 Conclu"ion 20
. 5.0 ecommendation" 21
. ,.0 A''endi) 22
. .0 eference" 25
1.0 ACKNOWLEDGEMENT
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A""alamualaikum fir"tl! I would like to t&ank to Alla& %..T becau"e finall! I
com'lete m! individual a""ignment.
I dee'l! indebted to m! beloved lecturer $adam $ar&aini 6inti Ibra&im w&o alwa!"
&el'" me im'roving and give knowledge to a""i"t me in fini"& m! a""ignment a" well.
7e)t I would like to t&ank all m! friend t&at &ad alwa!" need dedicated in making t&i"
a""ignment "ucce""ful no matter &ow &ard it i". it&out t&eir "u''ort t&i" a""ignment are
im'o""ible to be com'leted.
$e al"o owe acknowledge to m! famil! for t&eir "u''ort in no matter w&at I do. T&e!
al"o &el' u" a lot of "uc& a" 'roviding u" wit& nece""ar! financial to make t&i" a""ignment a
"ucce"" 'ro8ect.
2.0 Introduction
%a'ura(encana Petroleum 6er&ad *%a'ura(encana+ i" one of t&e world9" large"t
integrated oil and ga" "ervice" and "olution" 'rovider. T&e :rou'9" 'rinci'al bu"ine"" include
'roviding endtoend "olution" and "ervice" to t&e u'"tream 'etroleum indu"tr! and cover"
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activitie" "uc& a" in"tallation of off"&ore 'i'eline" and "tructure fabrication of off"&ore
"tructure" accommodation and "u''ort ve""el" drilling ve""el" &ooku' and commi""ioning
to'"ide maintenance "ervice" underwater "ervice" off"&ore geotec&nical and geo'&!"ical
"ervice" 'ro8ect management diving "ervice" off"&ore "u''ort "ervice" infra"tructure and
"'eciali"ed "teel fabrication work". it& a workforce of over 000 'eo'le t&e :rou'9"
global 're"ence can be "een in over 20 countrie" ranging from $ala!"ia and C&ina to
Au"tralia $iddle ;a"t America and 6ra
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,. T&e vi"ion "tatement &a" to be
"'ecific and clear.
%a'ura(encana G" vi"ion "tatement i" "'ecific
and clear. T&e '&a"e be"t entre'reneuriall!
led tec&nicall! com'etentD. And t&e word
mo"t tru"ted global oil and ga" com'an!D
are totall! "'ecific and clear to t&e member".
. T&e vi"ion "tatement "&ould be
"&orter under"tandable and "&ared b!
an!one in t&e organi
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Co)'on%nt E)'ir% Pro'%ct
1. cu"tomer" T&e '&a"e we will be guided b! our &one"t!
tru"t and re"'ect for allD indicated t&e
cu"tomer" concern in t&e mi""ion "tatement.
2. Product" or "ervice" T&e word ac&ieve our bu"ine"" ob8ective" D
refer" to t&e 'roduct and "ervice" t&at t&e
'rovide.
3. $arket T&ere i" no market in t&e %a'ura(encanaB"
mi""ion "tatement t&at "tated.
4. Tec&nolog! T&ere i" no tec&nolog! in t&e ;m'ire
Pro"'ectB" mi""ion "tatement t&at "tated.
5. Concern for "urvival growt& and
'rofitabilit!.
T&e word "trive to meet all of our
"take&older"B e)'ectation"D indicate" t&e
concern for t&e "urvival.
,. P&ilo"o'&! T&ere i" no '&ilo"o'&! t&at "tated in
%a'ura(encana B" mi""ion "tatement.
. %elfconce't T&e '&a"e being "afe agile and
'rofe""ionalD refer" to t&eir "elfconce't.
. Concern for 'ublic image T&e word &one"t! tru"t and re"'ect forD
indicate" t&e concern for t&e 'ublic image in
t&eir mi""ion "tatement.
. Concern for em'lo!ee" T&e word we will be guided b! our &one"t!
tru"t and re"'ect for allD we can conclude a"
t&eir concern for t&e em'lo!ee".
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3.3 ANAL-I- OF -TAKE4OLDE5-
%a'ura(encana &a" become well known com'an! w&en it come" to t&e oil" and ga"
bu"ine"". %a'ura(encana under"tand" t&at it &a" to manage and maintain it" relation"&i'"
wit& all it" "take&older" in order to continue it" control on oil and ga" indu"tr!. T&eir
"take&older" can be t&eir cu"tomer" "u''lier" inve"tor communitie" t&e media and "ociet!
a" a w&ole. 6ut "take&older" can be categori
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"take&older" and "econdar! "take&older". T&e"e are "tandard "take&older" of almo"t ever!
bu"ine"" t&at o'erate.
i. Pri)!r# -t!%&o"d%r o+ -!'ur!K%nc!n! P%tro"%u) B%r&!d.
%take&older"
•eceive a "ati"factor!
return on inve"tment".
• ealiTunku $u&!iddin
o $o&amed a"&di $o&amed
:&a
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• 6e 'aid 'rom'tl! for
"u''lier" delivered.
mac&ine 'i'eline and :P%
tracking "!"tem would want to u"e
t&i" o''ortunit! to en&ance t&eir
*"u''lier"+ im'ortance.
Creditor"
• eceive re'a!ment" of
loan".
• Collect debt" and intere"t.
• T&e creditor" of %a'ura(encana
are Ho A67 A$> 6ank
o AmI"lamic 6ank 6er&ad
o CI$6 6ank 6er&ad
o ;)'ortIm'ort 6ank of $ala!"ia
6er&ad
o ?%6C Amana& $ala!"ia 6er&ad
o I7: 6ank
o $ala!an 6anking 6er&ado 7ational 6ank of Abu F&abi
o ?6 6ank 6er&ad
o %tandard C&artered 6ank
o %umitomo $it"ui 6anking
Cor'oration
o T&e 6ank of Tok!o$it"ubi"&i K/J
-td
o Knited >ver"ea" 6ank
%econdar! "take&older" are include individual" and grou'" w&o are not engaged in
direct economic tran"action wit& t&e firm but are affected b! or can affect it" action". 6elow
are t&e "econdar! "take&older" in %a'ura(encana Petroleum 6er&ad.
ii. -%cond!r# -t!%&o"d%r o+ -!'ur!K%nc!n! P%tro"%u) B%r&!d
%ocial activitie"
• $onitor com'an! action"
and 'olicie" to en"ure t&at
t&e! conform to legal andet&ical "tandard" and t&o"e
t&e! 'rotect t&e 'ublicB"
"afet!.
• %a'ura(encana Petroleum 6er&ad
*%a'ura(encanaD or :rou'D+
bring t&e :rou'B" Cor'oratee"'on"ibilit! *CD+ framework
into 'la! to initiate c&ange and
'o"itivel! influence "take&older" in
t&e ork'lace Communit! and
$arket'lace w&ile "afeguarding
t&eir environment.
• T&e! involved in t&e $!(a"i& /ood
Aid and 6ur"ar! Programme in
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-umut and Teluk Intan Perak w&ic&
'rovided financial aid in t&e form of
fortnig&tl! "'ending allowance for
familie" in need.
• In Fecember 2012 %a'ura(encana
launc&ed t&e volunteer 'rogramme
t&at &a" "een t&eir em'lo!ee"
'rovide &umanitarian relief to t&e
need" of t&e communitie" t&at
"urround t&em time and again.
• *efer" to Figure 1 in A''endi)+
$edia
• (ee' t&e 'ublic informed
on all i""ue" relevant to
t&eir &ealt& wellbeing
and economic "tatu".
• $onitor com'an! action".
• T&e! kee' t&eir "take&older"
informed t&roug& regular
communication and u'date" t&at
&el' to conve! t&e :rou'B" cor'orate
vi"ion and "trategie".
6u"ine"" "u''ort
grou'"
• Provide re"earc& and
information w&ic& will
&el' t&e com'an! or
indu"tr! to 'erform in a
c&anging environment.
• A" a :rou' %a'ura(encana
recogni"e t&e e""ential role t&at t&eir
vendor" 'la! in t&eir growt& and
t&e! &ave made it t&eir goal to
en"ure t&at t&eir vendor" en8o! t&e
"ame "ucce"" t&at t&e! do. T&e! are
committed to develo'ing local
vendor" acro"" t&e value c&ain
t&roug& collaboration wit& ke!
indu"tr! 'la!er". In line wit& t&i"
aim t&e! are currentl! focu"ed on
"u''orting t&e P;T>7A% #endor
Fevelo'ment Programme.
/oreign
government
• Promote economic
develo'ment.
• ;ncourage "ocial
im'rovement".
• Feliver! of %a'ura(encana 1200
and 3500 at C&ina
• >ff"&ore Tec&nolog! Conference
2014 at ?ou"ton ellant Center
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?ou"ton K%A.
• Feliver! of %a'ura Fiamante at
7et&erland".
/ederal "tate and
local
government"
•ai"e revenue" t&roug&
ta)e".
• Promote economic
develo'ment.
•T&e local government of
%a'ura(encaba Petroleum 6er&ad i"
government of $ala!"ia.
3.6 INTE5NAL ANAL-I- OF -AP75AKENCANA
Function D%cri'tion -t!*%
Planning %a'ura(encanaB" "ucce"" &a" been driven b! t&e
dedication and commitment of t&eir 'eo'le and t&at
i" w&! t&e! want to e"tabli"& of a longterm
incentive 'lan for im'lementation in 201, w&ic& i" to
attract and retain t&e &ig& 'erforming talent critical to
t&e :rou'B" 'erformance w&il"t en"uring alignment
between em'lo!ee"B motivation and "&are&older"B
value.
%trateg! formulation
>rgani
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3.8 MA5KETING MI9 :6P;
I. Product
Product i" defined a" a good or "ervice t&at offer" a value to cu"tomer" b! "ati"f!ing
t&eir need" or want". Product" can be tangible t&at i" '&!"icall! touc&ed or intangible "uc&
a" "ervice". A 'roduct con"i"t" of t&ree la!er". T&e inner core i" t&e benefit" it deliver" to
cu"tomer" t&e middle la!er t&e actual '&!"ical 'roductM"ervice t&at enable" deliver! of
benefit" and t&e outer la!er augmented 'roduct actual 'roduct 'lu" ot&er "u''orting
featureD *%olomon et al. 2011 '.1115+. In order to differentiate a 'roduct fromcom'etitorB" marketerB" con"ider factor" "uc& a" 'ackaging "t!ling function" feature"
ualit! "afet! re'air" acce""orie" etc.
%a'ura(encana Petroleum 6er&adB" *%a'ura(encanaD or :rou'D+ /abrication ?ook
u' and Commi""ioning */?KCD+ divi"ion i" engaged in t&e 'rovi"ion of off"&ore and
on"&ore engineering 'rocurement con"truction *fabrication+ &ooku' and commi""ioning
*?KCD+ "ervice"N t&e maintenance of fi)ed and floating oil and ga" facilitie"N marine
con"truction conver"ion and re'air activitie". T&e divi"ion &a" "teadil! built u' a "trong
record of accom'li"&ment in t&e wa! of engineering 'rocurement con"truction and
commi""ioning *;PCCD+ ca'abilitie" for off"&ore "tructure" inclu"ive of central 'roce""ing
'latform" well&ead 'latform" com're""ion module" 8acket" and "tructure".
II. Pric%
Price reflect" w&at con"umer" are willing to 'a! for an offer to "ati"f! a need or de"ire.
7umerou" factor" mu"t be con"idered w&en determining 'rice. T&e"e are fi)ed co"t" "uc& a"
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aut&ori"ed dealer. &en "electing t&e a''ro'riate c&annel for di"tribution marketer" need to
take into con"ideration t&e mo"t co"t effective and efficient wa! of tran"'orting and "toring
t&eir good" for ea"e into t&e market'lace. -ocation and convenient acce"" to 'roduct" are
often ke! motivator" to entice 'ro"'ective bu!er" to action.
T&e /?KC divi"ionB" ke! a""et i" it" 23acre fabrication !ard in -umut Perak. T&e
!ard i" "trategicall! located 3km off t&e %trait" of $alacca to facilitate ea"! acce"" to bot& t&e
Indian >cean and %out& C&ina %ea. T&e !ard boa"t" a full! integrated com'uteri"ed !ard
management "!"tem t&at link" it" engineering 'lanning ualit! management 'rocurement
ware&ou"e and com'onent 'roduction centre" toget&er. It al"o leverage" on "tateoft&eart
data tracking tool" for errorfree tracking of document" material" and com'onent" w&ile
automation and com'uter controlled "!"tem" are broug&t into 'la! to en"ure o'timal
efficienc! during ma"" 'roduction of com'onent".
3.< P5OD7CT LIFE CCLE
a+ P&!% I :Introduction; = In t&i" '&a"e 'roduction of new 'roduct or "ervice" i" "low
and "ale" are al"o "low a" it take" time for t&e new 'roduct to be acce'ted b! t&e
cu"tomer". %a'ura(encana Petroleum 6er&ad "tarted in $a! 2012 t&at 'rovide"
"olution" covering t&e entire oil and ga" e)'loration and 'roduction c&ain.
%a'ura(encana B" /abrication ?ooku' and Commi""ioning */?KC+ divi"ion i"
engaged in t&e 'rovi"ion of off"&ore and on"&ore engineering 'rocurement
con"truction &ooku' and commi""ioning *?KC+ "ervice" w&ic& t&e maintenance of
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fi)ed and floating oil and ga" facilitie" marine con"truction conver"ion and re'air
activitie".
b+ P&!% II :Gro,t&; = In '&a"e II t&e value of t&e ratio begin" wit& 1 and increa"e until
it come" down back to 1 . In t&i" '&a"e t&e "ale" 'ick u' after an effective marketing
and "ale" effort. A" of Januar! 2015 t&e :rou' re"tructured two of t&eir divi"ion" to
form ;ngineering and Con"truction $ala!"iaD and ;ngineering and Con"truction
InternationalD incor'orating element from t&e former fabrication ?ooku' and
Commi""ioningD and >ff"&ore Con"truction and %ub"ea %erviceD *OC--+ divi"ion".
T&e >ff"&ore Con"truction %ub"ea %ervice" divi"ion o'erate" in multi'le geogra'&ie"
from A"ia and Au"tralia to t&e America". >'eration" in 6raC%% divi"ion dominate" t&e In"tallation of
Pi'eline" and /acilitie" *IP/D+ "ector in $ala!"ia for bot& "&allow and dee'water
work. T&e divi"ion continue" to "trengt&en it" 're"ence locall! a" well a" in %out&ea"tA"ia and broaden it" market foot'rint in ke! international market" globall! namel!
India Au"tralia Africa u""ia C&ina and -atin America. T&e divi"ionB" off"&ore
activitie" are "u''orted b! it" own fleet of derrickla! barge" and ve""el" diving
"u''ort ve""el" "aturation diving "!"tem" and remotel! o'erated ve&icle" *>#"+.
d+ P&!% IV :D%c"in%; = In t&i" '&a"e t&e 'roduct e)'erience" a marginal negative rate.
T&e net volume of "ale" i" negative" becau"e t&ere are ver! little new "ale" relative to
t&e number of return" and re'air" and di"'o"al. %a'ura(encana facing a little break
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down w&en t&e currenc! of $ala!"ia fell down end of t&e !ear of 2015. 6ut t&e!
"ucce"" to overcome t&e 'roblem bit b! bit.
3.> ANAL-I- FINANCIAL PE5FO5MANCE
Li?uidit# r!tio
2018 2016 An!"#i
Current atio 0.25 time" 1.0 time"
/rom t&e calculation we can "ee in
2015 %a'ura(encana i" carr! out le""
'roblem 'a!ing t&eir "&ortterm
obligation t&an in 2014.
Ouick atio 0.,5 time" 0.,2 time"
T&e ratio in 2015 &a" more enoug&
current a""et to cover current debt"
wit&out "elling t&eir inventorie".
L%/%r!*% r!tio
2018 2016 An!"#i
Febttoa""et ratio 0.,5 0.,2
Creditor" and financial in"titution"
le"" 'rovide fund in !ear 0.,5
becau"e t&e debt i" &ig& com'ared to
2014.
Febttoeuit!
ratio
1. 1.,0
In 2015 %a'ura(encana u"e" le""
euit! t&at 'rovided b! creditor"
com'ared to 2014.
-ongterm debttoeuit! ratio
1.51 1.1
In 2015 %a'ura(encanaB" earning"
are un"table but a utilit! can afford
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t&at wit&out 'roblem com'ared to
2014.
Time"intere"t
earned ratio
3.1 time" 4.11 time"
In 2015 %a'ura(encana &a" low
e)tend to w&ic& earning" can decline
wit&out t&e! becoming unable to
meet t&eir annual intere"t co"t
com'ared to 2014.
6.0 CONCL7-ION
%a'ura(encana Petroleum 6er&ad i" being li"ted under main market of 6ur"a $ala!"ia
and it &a" been cla""ified in t&e Trading @ %ervice" "ector due to t&e increa"e 10 in t&e
com'an!B" e)i"ting "&are" in t&e 'ro'o"ed of 'lacement of 5 million new "&are" to 'artiall!
"ati"f! t&e 'a!ment for 'urc&a"ing of tender ring" from %eadril -td. T&e 'reviou" 'lacement
%&are" wa" $2.0 to $3.04 and now t&e late"t i" $3.20 eac&. 7ot onl! t&at
%a'ura(encana Petroleum i" being li"ted into t&e "tock t&at need" to be watc& in T&e ;dge$ala!"ia w&ere t&e new" "tated t&at in $arc& 1, 2013 inve"tor are more likel! to make a
'rofit w&erea" in K% "tock i" dro''ing w&ere t&e inve"tor 'au"ed below %@P500B" w&ic& i" a
&ig& record according to euter". T&i" i" becau"e %a'ura(encana "ecured a "econd t&ree
mont& e)ten"ion wort& $2 million for t&e u"age of it" tender rig b! Carigali PTT;PTI
>'erating Co %dn 6&d and Carigali?e"" >'erating Co %dn 6&d.
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8.0 5ECOMMENDATION-
%a'ura(encana Petroleum 6er&ad can u"e market develo'ment "trateg! for widening
t&eir bu"ine"". %a'ura(encana "&owed "uc& an e)cellent core com'etencie" again"t ot&er"
firm. %a'ura (encana could u"e more market 'enetration t&roug& marketing effort of t&eir
"ervice". %a'ura(encana able to gain more market "&are and t&e! are ea"! to do t&eir
out"ourcing w&ic& can go toward market develo'ment. 6e"ide" t&ere are an increa"ing in t&e
number of 'ercentage of bot& leverage and market value ratio. If a com'ari"on i" made
between earning 'er "&are in 2010 and 2011 it i" "een t&at t&e earning 'er "&are increa"ed
from $0.3 to $0.4, w&ic& indicate intere"t from inve"tor" to inve"t in %a'ura(encana.
%ince t&e number of inve"tor will increa"e in %a'ura(encana t&e! could u"e t&e mone! for
'roduct develo'ment e"'eciall! in re"earc& in develo'ment area.
>n t&e ot&er &and %a'ura(encana mig&t u"e 8oint venture for t&e 'ro8ect. it& t&e
8oint venture %a'ura(encana will earn more 'rofitabilit! and at t&e "ame time" gain
com'etitive advantage in term of financial. /or a com'an! t&at &a" e)'erti"e in 'roviding
endtoend "olution" and "ervice" to t&e u'"tream 'etroleum indu"tr! and cover" activitie"
"uc& a" in"tallation of off"&ore 'i'eline" and "tructure. %a'ura(encana "&ould u"e t&eir
com'etitive advantage to e)'lore more new market". T&i" i" becau"e for a com'an! to enter
t&e "ame field a" %a'ura(encana it would reuire a ver! large amount of ca'ital and "killed
labour in area" related to oil e)'loration a" 're in"tallation and al"o o'erate" a drilling
mac&ine. 6a"icall! it i" ver! difficult for a new com'an! to enter t&i" field let alone com'ete
wit& com'anie" t&at &ave a long and well e"tabli"&ed. In Conclu"ion %a'ura (encana
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Petroleum 6er&ad i" able to 'rove t&at t&e com'an! &ad com'etitive advantage" to go again"t
ot&er oil and ga" com'anie".
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Figure 2 : Income Statements
Figure 3 : Comprehensive Income Statements
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Figure 4 : Financial Position Statements
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Figure 5 : Financial Position Statement ( continue !
Figure " : Statement o# Cash Flo$
>.1 5EFE5ENCE-
/red . *2013+. %trategic $anagement Conce't" and ca"e" *14t& ed.+.
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