AkzoNobel CEO Plans Investment in China, Other Emerging Markets
While China is the company's second-largest market after the U.S., "for India we see in the next 10 years the same growth potential we saw in China in the past 10 years," he said. "In these countries we see average annual paint consumption growing from one to two liters of paint per head of the population to eight to nine liters per year. On the billion plus population numbers of these countries, that's huge," Mr.Wijers said.
Future growth will be located in China's east coast port of Ningbo, where Akzo intends to build several different production processes, thereby increasing cost effectiveness. The company has so far invested EUR250 million in the site.
In traditional markets, such as Europe and North America, Akzo sees more opportunities for consolidation, and Mr. Wijers wants to play a key role here as well. AkzoNobel announced on Nov. 12 the acquisition of the powder coatings activities of U.S. peer Dow Chemical Co., adding annual sales of several hundred million dollars and 700 people.
But it was the January 2008 acquisition of British paint maker ICI, bought for £8.1 billion, that has really expanded the company's horizons. The purchase brought AkzoNobel leading positions in the decorative paint markets in North and South America and Asia, on top of its prominence in the coatings markets and traditional dominant position in European markets. AkzoNobel became the world's No. 1 paint maker in terms of sales with a market share of 14% to 16%.
As a key part of the ICI-integration, Mr. Wijers is embarking on a major restructuring of the company's European businesses, a result of his interpretation of the current downturn.
He sees the recession as a crisis that will fundamentally change the global economy—in that Europe and North America will be lower growth areas. As a result Akzo is to restructure its decorative-paints businesses in Europe. Whereas previously the company had planned to run separate national subsidiaries, it now intends to run its European paint operations as a single business and reduce its number of brands to two or three from about 80.
Mr. Wijers said Akzo's strategy will revolve around "building a portfolio of superior brands and margins in main markets, reaching a 14% target for earnings before interest, taxes, depreciation and amortization and reducing working capital by 0.5% per year."
The company targets cost savings of EUR540 million in 2011, but in an explanation on the latest third-quarter results, Chief Finance Officer Keith Nichols said the company will definitely exceed this target, since EUR530 million was already reached, mostly from restructuring measures.
Part of the improvement in working capital and cost savings will be reinvested "aggressively" in building AkzoNobel's position in emerging markets, Mr. Wijers said. "The name of the game will be accelerating growth there."
Since his appointment to AkzoNobel in 2003, Mr. Wijers pulled off a complete turnaround of the former conglomerate, which then consisted of pharmaceuticals - with products like birth-control pills and antidepressants - an industrial-chemicals businesses and the paint-and-coatings division.
After selling the pharma businesses to Schering-Plough, Mr. Wijers used the proceeds to acquire ICI to become the world's largest paint maker in sales and market share, with brands like Dulux and the recently relaunched Glidden brand in the U.S.
But Mr. Wijers's interests aren't confined to the fortunes of Akzo; he has trenchant views on both what went wrong with the global economy and how it should be fixed.
"There was a structural imbalance in the global economy, with overconsumption and huge deficits in the U.S. and the U.K. and over-saving and a focus on health care and pensions in China and Germany," he said. "Besides that the financial system had become too complex and lacking in transparency."
On how to remedy the situation, Mr. Wijers said: "You have two options. One is to create a real global financial system with global banks operating under stringent supervision. The other option is to shrink the financial system to local banks for local economies and under local supervision.
"To serve the global economy best, option one has my clear preference.
"To avoid another global financial crisis supervision of the system, including currencies, should be very strict, under the lead of IMF and supported and watched by G-20 world leaders, the presidents of the Federal Reserve bank, the European Central Bank and other important central banks, from Japan for instance."
Mr. Wijers' vision is entirely at odds with that of the current Dutch Minister of Finance Wouter Bos and Dutch Central Bank President Nout Wellink, who want to limit the Netherlands' exposure to global financial risk by shrinking former banking giants like ING and ABN Amro to midsize banks, mainly sized for the Dutch market and its corporations.
This vision is supported and executed by European Competition Commissioner Neelie Kroes, who has forced state-supported or state-owned European banks like ING, ABN Amro, KBC, RBS and Lloyds to shrink, split up and sell important parts of their businesses.
But such a procedure is diametrically opposed to the needs of companies that operate on a global scale such as AkzoNobel, Mr. Wijers said. In the current environment the role of the remaining global banks, mainly from the U.S., has become even more important. "Let's not remove globalization," he said.