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-1-P.05138.001.01.72Agrana-Strategyworkshop-May26-27,LebadaComplex,BucharestRolandBerger&PartnerGmbH–InternationalManagementConsultantsBarcelona–Beijing–Berlin–Brussels–Bucharest–Budapest–BuenosAires–Detroit–Düsseldorf–Frankfurt–Hamburg–Kiev–LisbonLondon–Madrid–Milan–Moscow–Munich–NewYork–Paris–Prague–Riga–Rome–SãoPaulo–Shanghai–Stuttgart–Tokyo–Vienna–Zurich-2-P.05138.001.01.72Agrana-StrategyGuidelines-3-P.05138.001.01.72Agrana’smissionclearlyexpressesthecompany’sgoalsOurgroupiscommittedtotheRomaniansugarmarket.Wewillleadthismarketbasedonlong-termpartnershipwithourcustomers,suppliersandfarmers.Thecommitmentofourteamistosatisfyourconsumersandshareholdersbyofferingthemvaluetotheirproductsandlives.…TobecomethemarketleaderintheRomanianmarketintermsof-Quality-MarketshareTocreatevalue[added]to:-Shareholders-Customers-Employees-ConsumersTodeveloppartnershipwith-Customers-Suppliers/FarmersGuidingrules-4-P.05138.001.01.72ThesugarmarketwillgrowinlinewiththeGDPinthefutureyearsProduction+Imports-ExportsDomesticConsumption534518507.5500450470488454.5010020030040050060019992000*2001*2002*-Romaniansugarmarketandconsumption-[‘000to]2003*5125555375832004**ForecastCAGR:1.5%CAGR:2.0%CAGR:3.0%CAGR:4.0%CAGR:5.0%-5-P.05138.001.01.72Agranaaddressesbothindustrialandhouseholdsmarketsegments,itsgoalbeingtobecomemarketleaderinbothsegmentsIndustrialconsumptionHouseholdconsumptionSugarmarket40%60%50%40%Agrana’starget•Toreach45%marketshare-40%oftheconsumermarket-50%oftheindustrialmarket-6-P.05138.001.01.72"Noprofitwithoutcustomer"–Fulfillmentofcustomer’srequirementscreatesgrowthIndustrialcustomer’srequirements•Technicalquality•Services/delivery•Availability•Betterpaymentsconditions/credit•Longtermcontracts(6monthsto1year)•Pricestability•Productidentification•SpecificationConsumermarket’srequirements•Quality(color/sizeofcrystal)•Availability•Packaging(size/standing)•Price(low&stable)•Productdiversification•Brand/Image•Healthy•RomanianoriginCustomerrequirements-Agrana’sassessment-7-P.05138.001.01.72Agranafaceseriouscompetitionfromothersugarproducers,especiallyfromPfiffer,whohasrecentlyintroducedthe“Diamant”brandBetteragriculturallinksVerygoodqualityBrand/paperbagNosalesforce(juststarted)PfifferX•NoadequateS&Dsystem•Nosales/pricingpolicyMarquentereLowpriceSpeculators/Traders-8-P.05138.001.01.72TheSWOTAnalysisoutlinesmajorachievementsaswellaspossibleriskswithmajorimplicationsforAgrana’sfutureStrengthsStrengthsWeaknessesWeaknesses•Topmanagement•Vision•Largestplayerinthemarket•Experienceinsugarproduction•Qualityofproduct•Productavailabilitythroughtheyear•Goodimage/traditionwithindustrialcustomers•Open-mindedorientation•Marketaggressivity•Cost-cuttingorientation•Corebusinessorientation•Pro-activesalesapproach•Packaging(productdiversification)•Nobrand•Lostfarmerslinks•Lackofcustomerunderstanding/marketorientation•Unstablequality•Watertreatment/environmentalissues•Equipmentinefficiency•Coordination/communicationbetweencompanies•Organization/HRproblems•2ndlevelmanagementwithlimitedflexibilityOpportunitiesOpportunitiesThreatsThreats•SupportofAgranaInternational•Onlyonebrandinthemarket[notwellsupported]•Slightlygrowingmarket•Weakcompetitionfor1kgbags•Retailconsolidation/developmentofretailchains,entryofhyper-markets•...