Emerging markets: Central East Europe, Baltic, Russia · Emerging markets: Central East Europe,...
Transcript of Emerging markets: Central East Europe, Baltic, Russia · Emerging markets: Central East Europe,...
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Emerging markets:Central East Europe, Baltic, Russia
Jukka KallioinenExecutive Vice President, Uponor Europe – West, East, South
Capital Markets Day
Fulda/Zella-Mehlis, 14–15 September 2005
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Developing economies - a growing opportunity for Uponor
Russia
EstoniaLatviaLithuania
PolandCzech Rep.SlovakiaHungary
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Uponor entered eastern Europe in the 1990’s
• Operations in CEE, Baltic countries and Russia started in early 90s with the emphasis on the infrastructure business
• Production plants were established in Hungary and Poland
• Housing Solutions business was largely carried out by outside agents and importers having exclusive rights for their respective territories
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Uponor in CEE, Baltic Countries and Russia today
• Operation is aligned with Uponor’s strategy to focus on plumbing & heating markets– Infrastructure production in
Poland and Hungary discontinued
– Plumbing and heating sales taken under the Uponor brand
– In the Baltics and Russia Uponor continues to market selected infrastructure business lines using Nordic factories as supply base
• Currently Uponor employs approx. 220 people in the area
• Uponor’s net sales in the area reached EUR 50.2m in 2004
Uponor delivered a snow/ice melting system to the Constantine Palace in St. Petersburg
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Uponor’s market position by segment
Heating & plumbing Infrastructure
Baltic countries • • • •
Poland • •
Czech & Slovakia • •
Hungary •
Russia • •
• • = amongst top 1-2• = present in the market
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Population map 2004(millions)
Source: VTT 6/2005
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Residential construction market statistics
CEE and Baltic countries
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Existing housing stock in relation to new completions (forecast 2005)
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Housing stock Completions
Source: VTT 6/2005
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Value of construction per capita in 2000 and 2004
Source: Euroconstruct and VTT
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Housing completions 2005, flats vs. 1-2 family dwellings
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Source: VTT 6/2005
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Market environment and current trendsin CEE and the Baltic countries
• New EU members with long-term growth potential as the economies and their political situations develop
• Residential construction markets under-developed – relative number of new-built
apartments low– typically 2-3 apartments /
1,000 inhabitants (Finland: 6)– financing of private
purchases still difficult
• Low share of renovation and modernisation compared to western Europe
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Market environment and current trendsin CEE and the Baltic countries (cont.)
• Plastic systems’ penetration increasing– existing systems aging
fast– high acceptance and
developed offering for plastic solutions
• Growing demand for quality drinking water and comfort– standards of living– EU directives
• Pan-European construction companies and distributors increasing presence in all countries
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Market environment and current trendsin CEE and the Baltic countries (cont.)
• Expansion of residential construction supported by the development of the market in mortgages, building savings and interest rates
• Number of completed flats grows steadily- still less than the need
• Housing renovation and modernisation activity grows 8-10% annually
• Poland: after an economic slowdown, strong growth in construction production is continuing- growth rate expectations for 2005 and 2006 around 10% p.a.
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Market developments and current trends in Russia
• GDP increased by 7.1% in 2004, inflation at 13.6% during first five months of 2005
• Oil price continues to stay on high level
• Total building industry production EUR 40 billion with 9-10% growth rate at the moment (Finland: EUR 20 billion)
• Housing completions estimated at 400,000 units per annum– 1-2 family house share low,
typically 5-15% of total– harsh climate creates a need
for comfortable heating systems
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Market developments and current trends in Russia (cont.)
• Main construction drivers are housing and commerce sectors– shopping centres and offices– Moscow dominating
• Market driven by health, comfort and safety issues– short lifetime of existing pipe
systems– poor water quality in residential
buildings
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Annual change of value of construction in Russia, %
Source: VTT 6/2005
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Completed dwellings per 1,000 capita
Source: VTT 6/2005
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Opportunities and challenges for Uponor in this market
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Opportunities
• Largest long-term opportunity in Poland and Russia- rest of the markets provide mid-term growth potential
• Growing residential construction activity, increasing plastics penetration
• Training and support valued due to low skills levels - takes time
• Recognised brand with a strong and broad supply base help in winning customers
• Uponor’s international presence enables partnering with foreign construction companies and wholesalers
• Sales growth expected to stay above Group average for the near future
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Challenges in the market place vs. western Europe
• role of unofficial economy in certain countries• customer emphasis still heavily on low purchase price
instead of life-time cost• strong competition from China• distribution channels still under-developed• skills level of installers and planners low• technical standards emerging, but not yet fully deployed
– competition from products not complying with specifications
• Russia:- a history of using only steel pipes for drinking water- political and economical uncertainty higher than in other CEE countries
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Areas of emphasis for Uponor
• Continued investment in market development
• Installer and planner training a key for growth and increased brand loyalty
• Development of supply and distribution of Uponor products– Partnering with pan-European wholesalers– Implementation of group-wide ERP software by 2008
improves Uponor’s competitive position
• Training and development of local Uponor people
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