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Volume 1, 2008
Projects
Convention Centre Malaysia
Interim Management Thailand
Fibricon
Upgrading Wamena Airport

Benchmarking
Why China?

Background
MIGA direct investment support

Knowledge Network
Our experts in Poland: ASM




    INTERNATIONAL MARKET & INVESTMENT SURVEYORS
Why China?                                                                                              developing countries too, in particular the newly industrialis-                                             solid industrial background, although due to last century’s                                                     areas into today’s relatively expensive areas, more suited to
                                                                                                        ing ones, are competing strenuously to be the destination of                                                political developments, in many sectors outdated. However,                                                      the manufacture of complex, higher-valued goods. However,
                                                                                                        choice for western enterprises relocating their operations.                                                 this important skill base together with the vast and “eager                                                     a skilled labour force and management capabilities are
                                                                                                                                                                                                                    to prosper” population makes a perfect combination for a                                                        becoming scarce in these regions and subsequently costly.
Many believe China is the place to be to outsource
                                                                                                        India has developed a strong focus on the service sector                                                    strong economic development.                                                                                    Textile, garment, shoe and other low-tech industries for
manufacturing, but other countries could fulfil that job
                                                                                                        (accounting, insurance, ICT), in addition to its traditionally                                                                                                                                                              example have already moved to inner areas of the country
much better. Why and when to go to China and if not,
                                                                                                        vast textile, garment and jewellery export sectors to recall a                                              Low wages in China in relation to the workmanship offered                                                       to meet the low-cost conditions required for making these
where should you go to instead?
                                                                                                        few. Pakistan wants to become a major shipbuilding nation                                                   have attracted an enormous amount of foreign investment,                                                        goods.
Our clients are often large and small enterprises globalising                                                                                                                                                       leading, together with the fast expanding local industry, to
their operations to benefit from the positive effects of a                                                                                                                                                          the country’s long period of sustained economic growth of                                                       China is still an extremely good place to invest in manu-
larger business scale. In the decades since our establish-                                                                                                                                                          over 10% annually .                                                                                             facturing, if the aim is on selling products to the huge local
ment we have developed many market entry strategies                                                                                                                                                                                                                                                                                 market. If the products are for export, then there are better
and prepared local establishments and direct investments                                                                                                                                                            But with economic growth and extreme pressure on the                                                            locations to invest in today; Thailand, India and Malaysia
for that purpose. Ever since China opened up in the early                                                                                                                                                           labour market for skilled workers, the coastal regions                                                          offer a more suitable infrastructure; less government red
1980s, foreign companies have been flocking there either                                                                                                                                                            remarkably quickly changed from low-cost manufacturing                                                          tape and substantially lower manufacturing costs.
for the great potential of its huge market or to have their
manufacturing outsourced, to benefit from the low-cost                                                                                                                                                                                                                                                                                Government       Contribution to an environment supporting international business activity
                                                                                                                                                                                                                       Skill base       Availability of skilled manpower in the labour force
conditions.
                                                                                                                                                                                                                                0.000            0.200             0.400                 0.600       0.800                 1.000               0.000               0.250                    0.500              0.750             1.000
                                                                                                                                                                                                                                                                                                                            1.000
                                                                                                                                                                                                                     South Korea                                                                                                                                                                                                     1.000
                                                                                                                                                                                                                                                                                                                                       Singapore
However, we were and still are not always that satisfied with                                                                                                                                                                                                                                                      0.867
                                                                                                                                                                                                                         Slovenia                                                                                                     Hong Kong                                                                              0.909
the results our clients achieved. With its population of 1.3                                                                                                                                                                                                                                               0.797
                                                                                                                                                                                                                          Russia                                                                                                                                                                   0.521
                                                                                                                                                                                                                                                                                                                                         Taiwan
                                                                                                                                                                                                                                                                                                          0.783
                                                                                                                                                                                                                          Taiwan
billion, China is certainly an enormous market, but it only                                                                                                                                                                                                                                                                                                                                       0.500
                                                                                                                                                                                                                                                                                                                                        Slovenia
                                                                                                                                                                                                                                                                                                    0.740
                                                                                                                                                                                                                        Argentina
                                                                                                                                                                                                                                                                                                                                                                                           0.436
                                                                                                                                                                                                                                                                                                                                     South Korea
gradually reached the stage where an emerging middle                                                                                                                                                                                                                                               0.731
                                                                                                                                                                                                                          Poland
                                                                                                                                                                                                                                                                                                                                                                                          0.420
                                                                                                                                                                                                                                                                                                                                      Czech Rep
class with purchasing power could justify a distribution                                                                                                                                                               Singapore                                                                   0.725
                                                                                                                                                                                                                                                                                                                                                                                   0.370
                                                                                                                                                                                                                                                                                                                                        Slovakia
                                                                                                                                                                                                                         Hungary                                                                  0.717
                                                                                                                                                                                                                                                                                                                                                                                  0.358
                                                                                                                                                                                                                                                                                                                                        Hungary
                                                                                                                                                                                                                      Czech Rep                                                          0.548
                                                                                                                                                                                                                                                                                                                                        Malaysia                                  0.351
  Labour cost             Wage cost of industrial workers (USD per hour)                                  Infrastructure           Availability of 'basic' and 'modern' infrastructure                                   Thailand                                                  0.498
                                                                                                                                                                                                                                                                                                                                                                               0.306
                                                                                                                                                                                                                                                                                                                                       Argentina
                                                                                                                                                                                                                                                                                   0.496
                                                                                                                                                                                                                        Romania
                                                                                                                   0.000           0.200            0.400           0.600        0.800           1.000      1.200
                   1.37
  Philippines                                                                                                                                                                                                                                                                                                                                                             0.262
                                                                                                                                                                                                                                                                                                                                          China
                                                                                                                                                                                                                                                                                 0.472
                                                                                                                                                                                                                         Slovakia                                                                                                                                                      Based on indices of (a) macroeconomic
                                                   Wage cost refers to the compensation of skilled
                    1.89
   Indonesia                                                                                                                                                                                                                                                                                                                                                             0.248
                                                                                                                                                                                                                                                                                                                                         Poland
                                                                                                                                                                                                    1.000
                                                                                                          Singapore
                                                                                                                                                                                                                                                                                                                                                                                       stability (weight = 0.40), (b) market openness
                                                                                                                                                                                                                                                                           0.412
                                                                                                                                                                                                                      Hong Kong
                                                   industrial workers (with vocational training and
     Mexico          2.07                                                                                                                                                                                                                                                                                                                                               0.241
                                                                                                                                                                                                                                                                                                                                        Thailand
                                                                                                         South Korea                                                                     0.875                                                                                                                                                                                         (unimpeded cross-border flows of goods and
                                                                                                                                                                                                                                                                         0.397
                                                   about 10 years’ experience) in major agglom-                                                                                                                         Malaysia
    Thailand          2.32
                                                                                                                                                                                                                                                                                                                                                                                       capital; property rights protection; weight
                                                                                                                                                                                                                                                                                                                                                                       0.230
                                                                                                                                                                                                                                                                                                                                         Mexico
                                                                                                                                                                                          0.885
                                                                                                          Hong Kong
                                                   erations. Wage cost includes (a) holiday and                                                                                                                                                                         0.382
                                                                                                                                                                                                                           Turkey
                          2.90
        India                                                                                                                                                                                                                                                                                                                                                                          = 0.30), and (c) ‘rule of law’ (absence of
                                                                                                                                                                                                                                                                                   Based on Harbinson-Myers Index                                                0.178
                                                                                                                                                                                                                                                                                                                                           India
                                                   vacation pay and (b) taxes and social security                                                                                        0.865
                                                                                                             Taiwan
                                                                                                                                                                                                                       Philippines                                      0.381
                                                                                                                                                                                                                                                                                                                                                                                       corruption; weight = 0.30). Values of indi-
                                                                                                                                                                                                                                                                                   values for enrolment in secondary
    Romania                 3.16
                                                   contributions by the employer.                                                                                               0.733                                                                                                                                                    Turkey                 0.167
                                                                                                          Czech Rep
                                                                                                                                                                                                                                                                                                                                                                                       vidual indices are first normalised and then
                                                                                                                                                                                                                                                                                   and tertiary education. Index values
                                                                                                                                                                                                                            Brazil                                 0.347
       China                3.40
                                                                                                                                                                                0.733
                                                                                                            Slovenia                                                                                                                                                                                                                                           0.153
                                                                                                                                                                                                                                                                                                                                         Russia                                        converted to composite score values (from
                                                                                                                                                                                                                                                                                   are converted to score values (from
                                                                                                                                                                                                                          Mexico                                0.313
      Russia                 3.53
                                                                                                                                                                                                                                                                                                                                                                                       0.000 to 1.000).
                                                                                                                                                                                                                                                                                   0.000 to 1.000).
                                                                                                                                                                        0.586
                                                                                                            Slovakia                                                                                                                                                                                                                                     0.112
                                                                                                                                                                                                                                                                                                                                        Romania
                                                                                                                                                                                                                           China                           0.255
                                    4.63
    Hungary
                                                                                                                                                                0.499
                                                                                                            Malaysia                                                                                                                                                                                                                                     0.104
                                                                                                                                                                                                                                                                                                                                           Brazil
                                                                                                                                                                                                                        Indonesia                       0.213
                                     4.85
     Poland
                                                                                                             Russia                                         0.432                                                                                                                                                                                      0.085
                                                                                                                                                                                                                                                                                                                                      Philippines
                                                                                                                                                                                                                            India               0.141
   Argentina                          5.21
                                                                                                                                                        0.416
                                                                                                            Hungary                                                                                                                                                                                                                                    0.076
                                                                                                                                                                                                                                                                                                                                       Indonesia
  Hong Kong                               5.38
                                                                                                                                                      0.386
                                                                                                            Thailand
    Malaysia                              5.39
                                                                                                                                                     0.381
                                                                                                             Poland
                                           5.74
    Slovakia
                                                                                                                                                                                                                    *The benchmarks indicate the results of a number of parameters from UNESCO, World Bank, UNDP, ILO and others, complied into the graphs.
                                                                                                                                            0.248
                                                                                                              China
                                                 6.62
      Turkey
                                                                                                                                            0.244
                                                                                                            Romania




                                                                                                                                                                                                                    Interim Management
                                                   7.17
  Czech Rep
                                                                                                                                                     Based on indices of (a) paved roads as a share
                                                                                                                                        0.189
                                                                                                              Turkey
  Singapore                                         7.59
                                                                                                                                                     of total roads (weight = 0.25), (b) energy use per
                                                                                                             Mexico                     0.182
       Brazil                                             8.41
                                                                                                                                                     capita (weight = 0.25), and (c) the availability of
                                                                                                                                    0.155
                                                                                                               India
                                                           8.94
    Slovenia                                                                                                                                         a telecom infrastructure (weight = 0.50). Values
                                                                                                                                   0.151
                                                                                                           Argentina                                 of individual indices are first normalised and then
     Taiwan                                                  9.29




                                                                                                                                                                                                                                for DriessenThailand
                                                                                                                                                     converted to composite score values (from 0.000
                                                                                                                                0.091
                                                                                                               Brazil
 South Korea                                                                     16.88
                                                                                                                                                     to 1.000).
                                                                                                                                0.090
                                                                                                           Indonesia
            0.00                   5.00                     10.00        15.00           20.00
                                                                                                                        0.000
                                                                                                          Philippines




channel to sell imported or even locally made (western)                                                 and already has a large share of the world’s manufactur-                                                    In October 2004 DeRuiter Consultancy was asked to fill
products. The relatively few very rich consumers nowadays                                               ing of crop processing installations, like sugar mills, and                                                 an urgent management position for the duration of 3
are gaining strongly in numbers on their equivalent class in                                            oil-processing plants. But global business is changing fast,                                                months in the manufacturing and regional sales opera-
Europe and the USA, but the focus here is only on high-cost                                             and the perception of a decade ago might no longer be the                                                   tions of Driessen Aircraft Interior Systems in Thailand.
luxury goods. Some 97% of China’s vast population is still                                              truth of today.                                                                                                                                                                                                             However, at the end of that period Driessen, still without a
                                                                                                                                                                                                                    Thus began an interesting period for Kees de Ruiter,
unable to pay for any imported western articles.                                                                                                                                                                                                                                                                                    permanent Managing Director, requested Kees de Ruiter to
                                                                                                                                                                                                                    since taking up the management of existing companies
                                                                                                        When China opened its doors to the world in the early                                                                                                                                                                       stay on a bit longer in the position to prepare and implement
                                                                                                                                                                                                                    was additional to our usual international operations,
In recent decades, China has become the manufacturing                                                   1980s, many believed its huge number of people would                                                                                                                                                                        a plan for the complete turnaround of the company, by
                                                                                                                                                                                                                    namely the preparation and development of business
workshop for many global industrial enterprises. But other                                              make it the most sought-after market of the future. It had a                                                                                                                                                                improving efficiency and effectiveness, planning and control
                                                                                                                                                                                                                    operations in overseas countries.



                                                                                                      A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S
and business and work culture.                                      management organisation structure. Moreover, the manu-
                                                                    facturing processes were limited to some extent by the local
A renovation plan focusing on the company’s galley equip-           environment. Production interruptions due to breakdowns
ment manufacturing operations and later also its cargo              could only be countered by large over-capacity, not by
business in Thailand was agreed upon. Because Kees was              redundancy or a keen maintenance philosophy.
also managing the daily operations of the company, a time
                                                                    The Company Culture
span of two years was considered necessary to implement
all aspects of the programme.
                                                                    The first part of the assignment was to establish a commit-
Driessen in Thailand had experienced years of fast growth,          ted local management team, enhance team skills and create
partly due to overall growth of the business, but mainly            an open management culture throughout the organisation,
                                                                                                                                                                                                                     The Thai Culture
because many of the company’s activities were being                 promote a mutual vision of future operations and build trust                        the problems were never just the concern of the individual
transferred there from The Netherlands, its home base. This         in the process of change.                                                           ultimately causing them, but also of the group or even the
transfer of the business to Thailand had taken place in a                                                                                               whole organisation effected by them. Problems are now        The Thai culture in large organisations as Driessen Thailand
somewhat haphazard manner, leading to quite sub-optimal             Ample time was also given to changing the ineffective way                           solved by committees of people that in one way or another    is, necessitates a form of leadership that is clear and
operations with a more or less provisory manufacturing and          problems were dealt with by incorporating awareness that                            are related to the problem.                                  decisive, nowadays in developed industrial countries char-
                                                                                                                                                                                                                     acterised as somewhat patronising, while relations between
                                                                                                                                                                                                                     management, staff and workers, and amongst each other,
                                                                                                                                                                                                                     are founded in the country’s strongly embedded Buddhist
 A testimonial by Driessen CEO Paul Verheul                                                                                                                                                                          philosophy: attitudes of respect and service towards each
                                                                                                                                                                                                                     other. This philosophy can be very well utilised to the good
                                                                                                                                                         Driessen’s 2006 revenue split
                                                                          Driessen employs over 1,750 professionals, of which                                                                                        to enhance teamwork and cooperation and as a reference in
 Driessen engaged Kees de Ruiter of DeRuiter Consultancy
                                                                          approximately 1,000 are located in Thailand. In 2006, 39%                                                                                  matters of collective responsibility.
 in 2004 as Managing Director ad interim of its operations in                                                                                                         15%               6%
                                                                          of Driessen’s revenue was generated by products manufac-
 Thailand. The original three-month term was soon extended
                                                                          tured in Thailand.                                                                                                                         A great number of structural and operational improve-
 to a three-year ‘interim’ position to give Mr. De Ruiter
                                                                                                                                                                                                                     ments were able to be incorporated in the manufacturing
 sufficient time to direct the facilities, professionalise the                                                                                   33%
                                                                          Under the management of Kees de Ruiter many improve-                                                                                       organisation within the interim management period (see
 operations and improve profitability in the longer run.
                                                                                                                                                                                               46%
                                                                          ments took place, including:                                                                                                               the contribution from Paul Verheul, CEO of Driessen in this
 Thailand is the location                                                                                                                                                                                            issue) and although fine-tuning requires more time, the Thai
 of Driessen’s largest                                                    •   The culture, job motivation and work ethics at the facili-                                                                             manufacturing organisation is now fully capable of dealing
                                                                                                                                                  Gallery Equipment     Services     Cargo      Galleys
 manufacturing facilities.                                                    ties in Thailand were changed and elevated, resulting                                                                                  with the requirements of its clients: on-time delivery, and
 At the company’s factories                                                   in a management team that is now more open and                                                                                         high and flexible productivity and output - all supporting low
 in Lamphun and Bangkok                                                       enthusiastic to continuous improvement of the opera-                                                                                   manufacturing costs and a responsive organisation.
 respectively galley equip-                                                   tions. This is crucial for Driessen’s successful continuity.   •   The facilities in Thailand won numerous awards from
                                                                                                                                                                                                                     Thailand for Group’s parts making
 ment (trolleys, drawers and                                              •   A centre was opened for training new employees and for             several Thai ministries, which, thanks also to Kees
 food containers) and cargo                                                   regular updating of the skills and knowledge of our Thai           de Ruiter’s excellent public relations skills, greatly
 equipment (containers and                                                    professionals.                                                     enhanced Driessen’s image.                                          One notable aspect of Driessen’s “view of the future” was
 pallets) are manufactured.                                               •   Galley equipment and cargo equipment production was                                                                                    the prominent position entrusted to the parts-making depart-
 Galley (aircraft kitchen) parts                                              separated and dedicated facilities introduced, resulting in    On behalf of the Driessen Aerospace Group, I would like                 ment. The growth and profitability of the facility in Lamphun
 are also produced there.                                                     greater focus and substantially improved efficiency.           to express my gratitude for the professional support we                 was targeted for parts-making predominantly and large
                                    Paul Verheul
                                                                          •   The facilities in Thailand were upgraded in order to           received during Mr. De Ruiter’s 3-year term in Thailand.                volumes of orders are now received from the company’s
 Driessen Aerospace Group is a leading supplier of gal-                       facilitate further growth in capacity.                         And more generally, we will certainly miss hearing the many             aircraft galley manufacturing organisations in the US and
 leys, galley equipment, cargo equipment and services. Its                •   Profitability was improved by separating the CNC               colourful expressions he picked up in the cavalry during his            the EU. With large investments in CNC milling, the facility
 customer base includes virtually all the world’s airlines and                machines from the line production in a departmental            time of military service. Hopefully, his successor will never           is now ready to supply the majority of parts for Driessen’s
 airframe manufacturers.                                                      configuration.                                                 have any reason to use one of his most memorable expres-                galleys. The assignment was finally completed at the end
 Driessen is headquartered in The Netherlands and has                     •   Mr. De Ruiter initiated the production of galley parts in      sions, “When I first arrived here, it was like having to ride a         of 2007 and we consider it one of the finest we have ever
 manufacturing facilities in Thailand, USA, the Czech                         Thailand, resulting in considerable savings in the overall     horse without any reins”.                                               received been commissioned to perform byform our clients
 Republic and the UK. Its seven sales offices and 29 service                  production of galleys. The Thai Board of Investment                                                                                    to perform.
 stations are strategically located in Europe, Asia Pacific and               subsequently awarded tax holiday and other privileges          Paul Verheul
 the Americas.                                                                for these activities.                                          CEO Driessen Aerospace Group




                                                                  A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S
A Gemstone Exhibition and Convention Centre in Malaysia
                                                                   However, in 1998, after completion of the preparation                         cultural aspects. Paying to park a car, for example, is not
The official opening of the Kuala Lumpur Convention
                                                                   phase, Amsterdam RAI withdrew from the investment                             widely accepted yet, so the revenue from this fell far below
Centre - “the Centre” as it is nowadays called - took
                                                                   and the venue’s management contract, to give priority to                      the estimates.
place in June 2005. Years earlier, in 1997, our company
                                                                   opportunities elsewhere. Convex Malaysia Sdn Bhd, a joint
was awarded the contract to prepare an extensive
                                                                   venture company between KLCCH and Ogden International                         Typical mass consumer shows do not allow substantial
feasibility study and subsequent business and invest-
                                                                   Facilities Corporation Pty Ltd from Australia, now operates                   revenues to be earned from visitors’ entry fees. Large Chi-
ment plan for this remarkable real estate project in
                                                                   the Centre.                                                                   nese wedding parties appeared to be very sensitive to Feng
Malaysia. Recently we had the opportunity to compare
                                                                                                                                                 Shui building layout and location rules (for some Malaysian
our original plan with the reality of today.
                                                                   The execution of the assignment was a typical example of                      Chinese, the architectural layout was not considered ideal
The project to build a high-quality convention and exhibition      the cooperation our company strives for, with civil engineer-                 for happy weddings!). In addition, more and smaller trade
centre was part of an immense real estate and land devel-          ing and marketing expertise from RAI, marketing and legal                     shows and a larger number of conventions than anticipated
opment plan initiated by Kuala Lumpur City Centre (KLCC)           experts from KLCCH, structural engineers from DSBV,                           resulted in substantial variations from the revenue projec-
to create a landmark on the 40 hectares (100 acres) of the         architecture and engineering consultants of Rotterdam, and                    tions made earlier.
former Selangor Turf Club and Race Course.                         Davis Langdon & Seah, quantity surveyors and construction
                                                                   cost consultants from Kuala Lumpur. The temporary coop-                       The location of the Centre is extremely well positioned in
Eventually the overall development plan provides for an            eration of the survey team covered a period of 6 months.                      the heart of Kuala Lumpur, while the anticipated high traffic
area of more than 1.6 million m2 (18.3 million sq ft) of                                                                                         circulation through the area (a well-surveyed aspect of the
commercial, retail, office, hotel, residential, entertainment,     Besides determining the various functions, number of                          study) has been thoroughly and effectively taken care of by     investment, gave us some very valuable feedback. It was
convention and exhibition facilities, as well as a mosque          attending people and defining the related size of direct and                  the municipality and KLCC. These factors, together with the     exciting to see how the Centre, now in its mature state of
within a park setting.The KLCC site is strategically well          service areas to be configured and built, a model to calcu-                   almost boundless hotel capacity nearby, makes the Centre a      operations, is in fact functioning beyond the expectations
located, within the Golden Triangle of Kuala Lumpur, the           late detailed multi-year revenues needed to be developed                      real gem in comparison to rival centres in South East Asia.     then formulated. Both the inventive and imaginative architect
very heart of the city.                                            to facilitate evaluation of the many alternatives at hand. The                                                                                and the qualified and resourceful management of Ogden
                                                                                                                                                 Evaluation
                                                                   model therefore was purpose-built and successfully inte-                                                                                      International have succeeded remarkably well in diverting to
KLCC (Holdings) Sdn Bhd (KLCCH), the initiating company            grated into our standard model for 10-year financial feasibil-                                                                                alternatives where determinative factors changed, or where
together with major KLCC shareholder, MAI Holdings                 ity projections. Later, in 2001, the same model for revenue                   This unique opportunity to re-evaluate the original assump-     assumptions made have proved to be no longer valid.
Sdn Bhd, took up the redevelopment of the whole site in            calculations was used for a similar project, the Cape Town                    tions made in the early conception phase of this major
1993. The most notable development on this famous site             Convention Centre in South Africa.
is certainly the 88-storey, 452-metre-high Petronas Twin
Towers, for a few years the world’s tallest building until the     Because our company was not involved in implementing

                                                                                                                                                 From bright idea to marketplace
“Taipei 101” building took over in 2004.                           the investment, it was a great pleasure for us to recently be
                                                                   invited by the present management to visit the Centre and to
                                                                   see and experience the building.

                                                                                                                                                 Fibricon Winconcrete
                                                                   But more importantly it was also an opportunity to compare
                                                                   today’s reality with the assumptions our survey team had
                                                                   once made about the different functions and revenue earn-                     The basis of a successful idea is simplicity. Concrete
                                                                   ers the Centre should have in order to make it a financially                  mixed with fibres under the trade name FIBRICON Win-
                                                                   feasible and attractive investment.                                           concrete is such an idea. Even though the concept of
                                                                                                                                                 fibrous concrete is known to have been applied by the
                                                                   It turned out that our estimations about the total investment                 ancient Egyptians, FIBRICON multi-fibrous concrete still
                                                                   had been quite correct, although a number of deviations                       represents a real innovation in the world of concrete
                                                                   from the initial plan had been made (smaller exhibition areas                 today. The FIBRICON concept has now been patented
                                                                   and larger convention spaces, predominantly a larger, very                    worldwide as a multi-fibrous ready-to-use concrete
                                                                   well-equipped auditorium next to a smaller one).                              mortar with predefined strength specifications. At the
The assignment to draft the investment and business plan                                                                                         moment it is only supplied by licensed concrete-mixing
for the Centre was granted to us in 1977 by Amsterdam-             Although well within the overall estimations made in 1997,                    plants in The Netherlands, but will soon be provided by
based RAI Exhibition and Convention Centre in cooperation          the revenue projections that were made differed widely in                     suppliers worldwide.
with KLCCH. Amsterdam RAI and KLCCH aimed for coop-                the various categories from the actual revenue composition.                                                                                   applied to replace traditional wire mesh or being additional
eration to invest, develop and manage the new exhibition           This was partly due to the different purposes and configura-                  Because FIBRICON multi-fibre concrete benefits from             to it, depending on the application. Constructions can be
and convention centre on the basis of the plans to be made.        tion of the space, and partly due to various Malaysian                        significantly improved specific tensile strength, it can be     thinner, slimmer, or proportionately more robust.



                                                                 A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S
Partner in Poland: ASM
The fibres in the mortar do their work in particular during the
concrete’s hardening process: due to a balanced hardening
of the inner and outer sides of the concrete, cracks from
hardening can be completely avoided while at the same time                                                                                                               Since early 2000, DeRuiter Con-           Before establishing your
the forming of internal stresses is suppressed. Moreover,                                                                                                                sultancy and ASM have worked              market entry strategy, take into
due to the three carefully selected fibres, shrinkage from                                                                                                               together successfully on a number         consideration analysis of the
hardening is almost non-existent. This is why the boundaries                                                                                                             of projects focusing on executing         market, the competition, pric-
of the size of a concrete application can be firmly extended.                                                                                                            market surveys, developing market         ing systems and distribution
It is now possible for roads to construct concrete slab                                                                                                                  entry strategies and preparing for        channels, as well as seriously
lengths of over 100 metres without any seam to be made in                                                                                                                foreign direct investment in Poland.      evaluating business practices
one pouring.                                                         designated market segments. The application for road con-                                                                                     and consumer behaviour.”
                                                                     struction in The Netherlands has picked-up the fastest. The                   Based in the centrally located Polish city of Kutno, ASM
Verwaard Handelsonderneming BV, being partly owned by                market segment for industrial flooring will most likely be the                Market Research and Analyses Centre Ltd. performs               Poland is the largest country in
the large Netherlands-based Dyckerhoff Basal Betonmortel             hardest to conquer, since long-established practices in the                   specialist services in the field of market determination and    East-Central Europe and one
                                                                                                                                                                                                                                                         Mrs. Maria Góreczna
BV, initially and for many years already traded several steel        use of low-grade fibres may well prevent the acceptance of                    valuation. The company has great knowledge and experi-          of the most attractive markets
                                                                                                                                                                                                                                                         Manager, International
fibres used in concrete, before its main shareholder Johan           a high-grade and more costly ready-mix FIBRICON product.                      ence of business data and opinion gathering by professional     for investors either relocating       Department, ASM
Verwaard started to seriously investigate the effects and                                                                                          interviewing techniques. Foreign companies consider this        their business for exports into
specific contribution of the various fibres in use at that time      An average of 50% of mortar produced in the industrial                        well-developed service very convenient for their assessment     the EU or setting up a
in the mortar industry.                                              world is used in concrete prefab products like sewerage                       of the Polish market. ASM’s operations include appraising       business for the fast-growing local market. In recent years,
                                                                     tubes, concrete building components, piles and many                           and comparing prices, the appreciation of products and          Poland has been realising relatively high economic growth.
                                                                     more. These products often need complicated wire mesh                         services offered, the rating of competition and assessment      In 2006, GDP growth stood at 3.4% and, according to
                                                                     constructions that in many cases can be avoided by the                        of overall market potential. All these services contribute to   forecasts, is set to reach at least 4% by the end of 2007. A
                                                                     use of FIBRICON’s 565-37 purposely composed multi-fibre                       a more successful approach to capturing Poland’s increas-       remarkable success of reform was the reduction of hyperin-
                                                                     concrete.                                                                     ingly attractive consumers and B2B market.                      flation from 600% in 1990 to a level of just 2% today.

                                                                     This product is expected to become another cornerstone in                     Significant assignments have been carried out for our clients   Given Poland’s geographic location, an investment in
                                                                     the product range. Because Verwaard is a long-time supplier                   who are active in the development of Polish infrastructure      Poland also provides easy access to neighbouring markets
                                                                     of fibres to the Indonesian company PT Karunia Power                          (traffic information systems and control equipment, road        in Russia and the Ukraine. Since the early 1990s, the inflow
                                                                     Abadi, a FIBRICON test of ready-made concrete was also                        construction), food processing, assessment of outsourcing       of foreign capital into Poland has exceeded USD 80 billion
                                                                     conducted in that country. The assignment concerned the                       the manufacture of industrial parts and components to local     and is expected to grow on average to more than USD 8.5
                                                                     supply of high-strength concrete for a bomb-resistant wall                    industry, and many more.                                        billion annually by 2010.
                                                                     in one of the embassies in Jakarta. A testing procedure by                                                                                    Commercial services have grown rapidly in the past decade
                                                                     the principal concluded that FIBRICON 565-37 (for prefab                                                                                      and are now one of the main drivers of the economy. The
                                                                     products) would serve their requirements best.                                                                                                ability to hire highly educated and trained local personnel,
After his own basic research, Verwaard decided to embark                                                                                                                                                           coupled with the relatively low cost of employment, have
on a more detailed and comprehensive innovation process              We consider the work we performed for FIBRICON to be                                                                                          also precipitated a flood of investors looking to relocate their
in order to relate market requirements for concrete ap-              a good example of an all-encompassing product develop-                                                                                        global operational support facilities to Poland. The country
plications more firmly to specific types of fibre concrete,          ment assignment, because we were engaged in managing                                                                                          has seen a growth in technical research, IT, call centres and
ultimately to result in a unique fibre concrete product line.        both the development process and its content. Managing a                                                                                      accounting services. In addition, numerous initiatives exist
                                                                     research team of high-calibre experts is a challenging task                                                                                   for new investments, including 14 Special Economic Zones
Such development process should be backed up by exten-               especially in the cautious world of concrete. It was also a                                                                                   and a large number of technology parks.
sive research for the exact justification of the characteristics     project with a significant component of strategic marketing.
of the products offered as well as its patenting. A consistent       FIBRICON is assured of a successful future because it                                                                                         The cooperation between ASM and DeRuiter Consultancy
marketing and promotion plan should support penetration              represents a remarkable technology upgrade of one of the                                                                                      has proved to be very successful during the past seven
of the respective market segments and, by a step-by-step             oldest materials in the world.                                                                                                                years. It has proved competent and effective in assisting
approach, capture the world market in the long run.                                                                                                                                                                companies to measure the scope of the business in Poland,
                                                                                                                                                   Mrs. Maria Góreczna, Manager of ASM’s International             and especially to define the market in terms of those
                                                                                         Calculation value             Application
                                                                         FIBRICON®
The results, however, confirm the initial idea of Johan                                                                                            Department: “It is important that foreign companies prepare     companies’ parameters and characterisation, such as sales
                                                                            Types        tensile strength
                                                                                                             Industrial floors
                                                                      FIBRICON® 225-55
Verwaard: to obtain the best results from fibre concrete, all                                                                                                                                                      volumes, price structures and nature of the competition. In
                                                                                             2.5 N/mm2                                             themselves well before starting a business in Poland. To
                                                                                                             Industrial floors (high load)
                                                                              ®
elements should be in balance with each other; it’s wasting                                                                                                                                                        addition, several existing clients are increasingly making
                                                                                                                                                   benefit most from the opportunities offered, the typical
                                                                                                        2
                                                                      FIBRICON 335-55        2.8 N/mm
                                                                                                             Fluid tight floors
potential to just mix fibres with any kind of mortar.                                                                                                                                                              it good practice to perform annual updates on customer
                                                                                                                                                   Polish business culture should be well understood, while
                                                                              ®                         2
                                                                      FIBRICON 535-37        3.0 N/mm

                                                                                                                                                                                                                   satisfaction and market position. We are very happy with
                                                                                                             Roads and highways
                                                                                                                                                   detailed knowledge of the local situation of a certain busi-
                                                                              ®                         2
                                                                      FIBRICON 445-55W       3.2 N/mm

By this stage, all the products have been launched in their                                                                                                                                                        this very prospering venture with ASM.
                                                                                                                                                   ness provides unmistakably for a better negotiating position.
                                                                                                             Prefab concrete products
                                                                              ®                         2
                                                                      FIBRICON 565-37        4.1 N/mm




                                                                   A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S
Three Awards for Driessen Thailand                                                                                                               training, basic and advanced manufacturing skills, team         lessons in teaching. The school has small and large class
                                                                                                                                                 building, work process and environmental safety. Besides        rooms and a practical training area on the premises.
                                                                                                                                                 two professional teachers, most of the training is provided
                                                                   Users. The other award was for having an effective learning                   by the company´s own professional staff that received
Over 2006 and 2007, Driessen in Thailand received as
                                                                   centre that incorporates instruction for employees on how to
much as three prestigious awards! It is a clear recogni-
                                                                   prevent using drugs.
tion of the success of Driessen Thailand over the years

                                                                                                                                                 MIGA Investment Insurance
in which period it became one of the largest Dutch
                                                                   Khun Pagorn, Production Manager of the Sheet Metal
multinational companies in the country.
                                                                   factory has been instructing new employees how to prevent
NTCC Business Excellence Award                                     on using drugs, for over four years. He does this in close                                                                                    MIGA insures new foreign (cross-border) investments
                                                                   cooperation with the Labour Welfare Office of Lamphun.                                                                                        originating in any MIGA member country, destined for any
The first award was received for Business Excellence.              This organisation coordinates in the Lamphun region the                                                                                       developing member country. New investment contributions
The joint foreign chambers of commerce of the Benelux              special programme called “White Factory”.                                                                                                     associated with the expansion, modernisation, or financial
countries in Thailand established this award in 1998 to                                                                                                                                                          restructuring of existing projects are also eligible, as are
honour Benelux companies in Thailand for the way in which          Last year Driessen started a policy to dismiss dealers of                                                                                     acquisitions that involve the privatisation of state-owned
                                                                                                                                                 Despite its huge insurance portfolio of guaranteed proj-
they excel in business and for their contribution to the Thai      drugs immediately when caught. Users of drugs will have                                                                                       enterprises
                                                                                                                                                 ects, totalling US$ 17.4 billion in coverage, the Multilat-
society.                                                           a second change. They have to follow again the newcomer                       eral Investment Guarantee Agency (MIGA), a member of
                                                                   introduction instructions and to undergo numerous tests at                                                                                    Types of foreign investments that can be covered include
                                                                                                                                                 the World Bank Group, is relatively little known among
                                                                   the hospital during a period of time. If they pass the test they                                                                              equity, shareholder loans, and shareholder loan guarantees
                                                                                                                                                 the increasing number of companies taking up global
                                                                   can stay with Driessen. The whole workforce, moreover, is                                                                                     provided the loans have a minimum maturity of three years.
                                                                                                                                                 activities, particularly in developing nations.
                                                                   tested on unexpected moments throughout the year. This                                                                                        Loans to unrelated borrowers can be insured, provided a
                                                                   new policy has been very benificial for both the workers and                  In countries where political turmoil is escalating (Thailand,   shareholder investment in the project is insured concurrently
                                                                   the company.                                                                  Pakistan, Venezuela) the risk of expropriation, sudden          or has already been insured. Other forms of investment,
                                                                                                                                                 change of law at the expense of the investor, breach of         such as technical assistance and management contracts,
                                                                   Driessen (Thailand) honoured by the Prime                                     (Government) contracts is a real possibility. For such          and franchising and licensing agreements, may also be
                                                                   Minister Surayud Chulanont of Thailand                                        circumstances, MIGA has great tools in place that no other      eligible for coverage.
                                                                                                                                                 insurer can match. MIGA, established in 1988, already
                                                                   The Training Center of Driessen in its largest establishment                  offers political risk insurance for projects in a broad range   In keeping with MIGA’s objective of promoting economic
                                                                   Lamphun has received the official recognition from the                        of sectors in 147 developing member countries, covering all     growth and development, investment projects must be
                                                                   Ministry of Labour in 2007 to provide professional training                   regions of the world.                                           financially and economically viable, environmentally sound,
                                                                   and the license to issue certificates and diplomas. His Excel-                                                                                and consistent with the labour standards and other develop-
                                                                   lency Surayud Chulanont, the Prime Minister of Thailand,                                                                                      ment objectives of the country hosting the investment.
The Ambassador of The Netherlands, HE Pieter Marres                presented an award to Driessen.
presented the prestigious award to Kees de Ruiter MD of                                                                                                                                                          MIGA prices its guarantee premiums based on a calculation
Driessen in Thailand, in a gala dinner event in Bangkok.                                                                                                                                                         of both country and project risk. Rates for the SIP guarantee
Driessen received the award for its achievements in 2005.                                                                                                                                                        (three coverages) range between (0.45%) and (1.75%)
During this year the facilities in Thailand were restructured,                                                                                                                                                   basis points per year.
production processes were adjusted, and decision making
responsibilities were brought to lower levels in the organisa-                                                                                                                                                   Coverage is for up to 15 years (possibly 20 if justified by the
tion. This resulted in greater commitments on performance.                                                                                                                                                       nature of the project). MIGA cannot terminate the contract
To reach these goals, an in-company Education and                                                                                                                                                                unless the guarantee holder defaults on its contractual
Training Centre was established. The continuous training                                                                                                                                                         obligations to MIGA, but the guarantee holder may reduce
of staff and workers is made a key element for success in                                                                                                                                                        or cancel coverage on any contract anniversary date starting
Driessen’s manufacturing facilities. The measures taken                                                                                                                                                          with the third.
have lead to an improved cost effectiveness in the opera-
tions.                                                                                                                                                                                                           Investors may choose any combination of the four types
                                                                                                                                                 Investors in today’s dynamic investment climate understand      of coverage offered by MIGA. Equity investments can be
Employer of the Year 2006                                                                                                                        the potential benefits of investing in emerging markets. The    covered up to 90 percent, and debt up to 95 percent. MIGA
                                                                                                                                                 even smarter ones also understand the critical importance       may insure up to $200 million, and if necessary more can be
In September, Driessen was invited by the Ministry of              Driessen substantially enlarged its Training Centre in 2005                   of addressing the political risks that may accompany an         arranged through syndication of insurance (see also
Justice to come to a ceremony in Bangkok to receive two            to further enhance the practical and theoretical skills of its                investment in an untested environment. MIGA guarantees          http://www.miga.org/).
awards. The awards were for being Employer of the Year             managers, staff and workers. A broad training curriculum is                   offer much more than just the assurance that losses will be
2006 with a positive Attitude towards Rehabilitating Drug          now exercised on a full time daily basis. It includes language                recovered.



                                                                 A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S
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Newsletter DeRuiter Consultancy

  • 1. Volume 1, 2008 Projects Convention Centre Malaysia Interim Management Thailand Fibricon Upgrading Wamena Airport Benchmarking Why China? Background MIGA direct investment support Knowledge Network Our experts in Poland: ASM INTERNATIONAL MARKET & INVESTMENT SURVEYORS
  • 2. Why China? developing countries too, in particular the newly industrialis- solid industrial background, although due to last century’s areas into today’s relatively expensive areas, more suited to ing ones, are competing strenuously to be the destination of political developments, in many sectors outdated. However, the manufacture of complex, higher-valued goods. However, choice for western enterprises relocating their operations. this important skill base together with the vast and “eager a skilled labour force and management capabilities are to prosper” population makes a perfect combination for a becoming scarce in these regions and subsequently costly. Many believe China is the place to be to outsource India has developed a strong focus on the service sector strong economic development. Textile, garment, shoe and other low-tech industries for manufacturing, but other countries could fulfil that job (accounting, insurance, ICT), in addition to its traditionally example have already moved to inner areas of the country much better. Why and when to go to China and if not, vast textile, garment and jewellery export sectors to recall a Low wages in China in relation to the workmanship offered to meet the low-cost conditions required for making these where should you go to instead? few. Pakistan wants to become a major shipbuilding nation have attracted an enormous amount of foreign investment, goods. Our clients are often large and small enterprises globalising leading, together with the fast expanding local industry, to their operations to benefit from the positive effects of a the country’s long period of sustained economic growth of China is still an extremely good place to invest in manu- larger business scale. In the decades since our establish- over 10% annually . facturing, if the aim is on selling products to the huge local ment we have developed many market entry strategies market. If the products are for export, then there are better and prepared local establishments and direct investments But with economic growth and extreme pressure on the locations to invest in today; Thailand, India and Malaysia for that purpose. Ever since China opened up in the early labour market for skilled workers, the coastal regions offer a more suitable infrastructure; less government red 1980s, foreign companies have been flocking there either remarkably quickly changed from low-cost manufacturing tape and substantially lower manufacturing costs. for the great potential of its huge market or to have their manufacturing outsourced, to benefit from the low-cost Government Contribution to an environment supporting international business activity Skill base Availability of skilled manpower in the labour force conditions. 0.000 0.200 0.400 0.600 0.800 1.000 0.000 0.250 0.500 0.750 1.000 1.000 South Korea 1.000 Singapore However, we were and still are not always that satisfied with 0.867 Slovenia Hong Kong 0.909 the results our clients achieved. With its population of 1.3 0.797 Russia 0.521 Taiwan 0.783 Taiwan billion, China is certainly an enormous market, but it only 0.500 Slovenia 0.740 Argentina 0.436 South Korea gradually reached the stage where an emerging middle 0.731 Poland 0.420 Czech Rep class with purchasing power could justify a distribution Singapore 0.725 0.370 Slovakia Hungary 0.717 0.358 Hungary Czech Rep 0.548 Malaysia 0.351 Labour cost Wage cost of industrial workers (USD per hour) Infrastructure Availability of 'basic' and 'modern' infrastructure Thailand 0.498 0.306 Argentina 0.496 Romania 0.000 0.200 0.400 0.600 0.800 1.000 1.200 1.37 Philippines 0.262 China 0.472 Slovakia Based on indices of (a) macroeconomic Wage cost refers to the compensation of skilled 1.89 Indonesia 0.248 Poland 1.000 Singapore stability (weight = 0.40), (b) market openness 0.412 Hong Kong industrial workers (with vocational training and Mexico 2.07 0.241 Thailand South Korea 0.875 (unimpeded cross-border flows of goods and 0.397 about 10 years’ experience) in major agglom- Malaysia Thailand 2.32 capital; property rights protection; weight 0.230 Mexico 0.885 Hong Kong erations. Wage cost includes (a) holiday and 0.382 Turkey 2.90 India = 0.30), and (c) ‘rule of law’ (absence of Based on Harbinson-Myers Index 0.178 India vacation pay and (b) taxes and social security 0.865 Taiwan Philippines 0.381 corruption; weight = 0.30). Values of indi- values for enrolment in secondary Romania 3.16 contributions by the employer. 0.733 Turkey 0.167 Czech Rep vidual indices are first normalised and then and tertiary education. Index values Brazil 0.347 China 3.40 0.733 Slovenia 0.153 Russia converted to composite score values (from are converted to score values (from Mexico 0.313 Russia 3.53 0.000 to 1.000). 0.000 to 1.000). 0.586 Slovakia 0.112 Romania China 0.255 4.63 Hungary 0.499 Malaysia 0.104 Brazil Indonesia 0.213 4.85 Poland Russia 0.432 0.085 Philippines India 0.141 Argentina 5.21 0.416 Hungary 0.076 Indonesia Hong Kong 5.38 0.386 Thailand Malaysia 5.39 0.381 Poland 5.74 Slovakia *The benchmarks indicate the results of a number of parameters from UNESCO, World Bank, UNDP, ILO and others, complied into the graphs. 0.248 China 6.62 Turkey 0.244 Romania Interim Management 7.17 Czech Rep Based on indices of (a) paved roads as a share 0.189 Turkey Singapore 7.59 of total roads (weight = 0.25), (b) energy use per Mexico 0.182 Brazil 8.41 capita (weight = 0.25), and (c) the availability of 0.155 India 8.94 Slovenia a telecom infrastructure (weight = 0.50). Values 0.151 Argentina of individual indices are first normalised and then Taiwan 9.29 for DriessenThailand converted to composite score values (from 0.000 0.091 Brazil South Korea 16.88 to 1.000). 0.090 Indonesia 0.00 5.00 10.00 15.00 20.00 0.000 Philippines channel to sell imported or even locally made (western) and already has a large share of the world’s manufactur- In October 2004 DeRuiter Consultancy was asked to fill products. The relatively few very rich consumers nowadays ing of crop processing installations, like sugar mills, and an urgent management position for the duration of 3 are gaining strongly in numbers on their equivalent class in oil-processing plants. But global business is changing fast, months in the manufacturing and regional sales opera- Europe and the USA, but the focus here is only on high-cost and the perception of a decade ago might no longer be the tions of Driessen Aircraft Interior Systems in Thailand. luxury goods. Some 97% of China’s vast population is still truth of today. However, at the end of that period Driessen, still without a Thus began an interesting period for Kees de Ruiter, unable to pay for any imported western articles. permanent Managing Director, requested Kees de Ruiter to since taking up the management of existing companies When China opened its doors to the world in the early stay on a bit longer in the position to prepare and implement was additional to our usual international operations, In recent decades, China has become the manufacturing 1980s, many believed its huge number of people would a plan for the complete turnaround of the company, by namely the preparation and development of business workshop for many global industrial enterprises. But other make it the most sought-after market of the future. It had a improving efficiency and effectiveness, planning and control operations in overseas countries. A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S
  • 3. and business and work culture. management organisation structure. Moreover, the manu- facturing processes were limited to some extent by the local A renovation plan focusing on the company’s galley equip- environment. Production interruptions due to breakdowns ment manufacturing operations and later also its cargo could only be countered by large over-capacity, not by business in Thailand was agreed upon. Because Kees was redundancy or a keen maintenance philosophy. also managing the daily operations of the company, a time The Company Culture span of two years was considered necessary to implement all aspects of the programme. The first part of the assignment was to establish a commit- Driessen in Thailand had experienced years of fast growth, ted local management team, enhance team skills and create partly due to overall growth of the business, but mainly an open management culture throughout the organisation, The Thai Culture because many of the company’s activities were being promote a mutual vision of future operations and build trust the problems were never just the concern of the individual transferred there from The Netherlands, its home base. This in the process of change. ultimately causing them, but also of the group or even the transfer of the business to Thailand had taken place in a whole organisation effected by them. Problems are now The Thai culture in large organisations as Driessen Thailand somewhat haphazard manner, leading to quite sub-optimal Ample time was also given to changing the ineffective way solved by committees of people that in one way or another is, necessitates a form of leadership that is clear and operations with a more or less provisory manufacturing and problems were dealt with by incorporating awareness that are related to the problem. decisive, nowadays in developed industrial countries char- acterised as somewhat patronising, while relations between management, staff and workers, and amongst each other, are founded in the country’s strongly embedded Buddhist A testimonial by Driessen CEO Paul Verheul philosophy: attitudes of respect and service towards each other. This philosophy can be very well utilised to the good Driessen’s 2006 revenue split Driessen employs over 1,750 professionals, of which to enhance teamwork and cooperation and as a reference in Driessen engaged Kees de Ruiter of DeRuiter Consultancy approximately 1,000 are located in Thailand. In 2006, 39% matters of collective responsibility. in 2004 as Managing Director ad interim of its operations in 15% 6% of Driessen’s revenue was generated by products manufac- Thailand. The original three-month term was soon extended tured in Thailand. A great number of structural and operational improve- to a three-year ‘interim’ position to give Mr. De Ruiter ments were able to be incorporated in the manufacturing sufficient time to direct the facilities, professionalise the 33% Under the management of Kees de Ruiter many improve- organisation within the interim management period (see operations and improve profitability in the longer run. 46% ments took place, including: the contribution from Paul Verheul, CEO of Driessen in this Thailand is the location issue) and although fine-tuning requires more time, the Thai of Driessen’s largest • The culture, job motivation and work ethics at the facili- manufacturing organisation is now fully capable of dealing Gallery Equipment Services Cargo Galleys manufacturing facilities. ties in Thailand were changed and elevated, resulting with the requirements of its clients: on-time delivery, and At the company’s factories in a management team that is now more open and high and flexible productivity and output - all supporting low in Lamphun and Bangkok enthusiastic to continuous improvement of the opera- manufacturing costs and a responsive organisation. respectively galley equip- tions. This is crucial for Driessen’s successful continuity. • The facilities in Thailand won numerous awards from Thailand for Group’s parts making ment (trolleys, drawers and • A centre was opened for training new employees and for several Thai ministries, which, thanks also to Kees food containers) and cargo regular updating of the skills and knowledge of our Thai de Ruiter’s excellent public relations skills, greatly equipment (containers and professionals. enhanced Driessen’s image. One notable aspect of Driessen’s “view of the future” was pallets) are manufactured. • Galley equipment and cargo equipment production was the prominent position entrusted to the parts-making depart- Galley (aircraft kitchen) parts separated and dedicated facilities introduced, resulting in On behalf of the Driessen Aerospace Group, I would like ment. The growth and profitability of the facility in Lamphun are also produced there. greater focus and substantially improved efficiency. to express my gratitude for the professional support we was targeted for parts-making predominantly and large Paul Verheul • The facilities in Thailand were upgraded in order to received during Mr. De Ruiter’s 3-year term in Thailand. volumes of orders are now received from the company’s Driessen Aerospace Group is a leading supplier of gal- facilitate further growth in capacity. And more generally, we will certainly miss hearing the many aircraft galley manufacturing organisations in the US and leys, galley equipment, cargo equipment and services. Its • Profitability was improved by separating the CNC colourful expressions he picked up in the cavalry during his the EU. With large investments in CNC milling, the facility customer base includes virtually all the world’s airlines and machines from the line production in a departmental time of military service. Hopefully, his successor will never is now ready to supply the majority of parts for Driessen’s airframe manufacturers. configuration. have any reason to use one of his most memorable expres- galleys. The assignment was finally completed at the end Driessen is headquartered in The Netherlands and has • Mr. De Ruiter initiated the production of galley parts in sions, “When I first arrived here, it was like having to ride a of 2007 and we consider it one of the finest we have ever manufacturing facilities in Thailand, USA, the Czech Thailand, resulting in considerable savings in the overall horse without any reins”. received been commissioned to perform byform our clients Republic and the UK. Its seven sales offices and 29 service production of galleys. The Thai Board of Investment to perform. stations are strategically located in Europe, Asia Pacific and subsequently awarded tax holiday and other privileges Paul Verheul the Americas. for these activities. CEO Driessen Aerospace Group A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S
  • 4. A Gemstone Exhibition and Convention Centre in Malaysia However, in 1998, after completion of the preparation cultural aspects. Paying to park a car, for example, is not The official opening of the Kuala Lumpur Convention phase, Amsterdam RAI withdrew from the investment widely accepted yet, so the revenue from this fell far below Centre - “the Centre” as it is nowadays called - took and the venue’s management contract, to give priority to the estimates. place in June 2005. Years earlier, in 1997, our company opportunities elsewhere. Convex Malaysia Sdn Bhd, a joint was awarded the contract to prepare an extensive venture company between KLCCH and Ogden International Typical mass consumer shows do not allow substantial feasibility study and subsequent business and invest- Facilities Corporation Pty Ltd from Australia, now operates revenues to be earned from visitors’ entry fees. Large Chi- ment plan for this remarkable real estate project in the Centre. nese wedding parties appeared to be very sensitive to Feng Malaysia. Recently we had the opportunity to compare Shui building layout and location rules (for some Malaysian our original plan with the reality of today. The execution of the assignment was a typical example of Chinese, the architectural layout was not considered ideal The project to build a high-quality convention and exhibition the cooperation our company strives for, with civil engineer- for happy weddings!). In addition, more and smaller trade centre was part of an immense real estate and land devel- ing and marketing expertise from RAI, marketing and legal shows and a larger number of conventions than anticipated opment plan initiated by Kuala Lumpur City Centre (KLCC) experts from KLCCH, structural engineers from DSBV, resulted in substantial variations from the revenue projec- to create a landmark on the 40 hectares (100 acres) of the architecture and engineering consultants of Rotterdam, and tions made earlier. former Selangor Turf Club and Race Course. Davis Langdon & Seah, quantity surveyors and construction cost consultants from Kuala Lumpur. The temporary coop- The location of the Centre is extremely well positioned in Eventually the overall development plan provides for an eration of the survey team covered a period of 6 months. the heart of Kuala Lumpur, while the anticipated high traffic area of more than 1.6 million m2 (18.3 million sq ft) of circulation through the area (a well-surveyed aspect of the commercial, retail, office, hotel, residential, entertainment, Besides determining the various functions, number of study) has been thoroughly and effectively taken care of by investment, gave us some very valuable feedback. It was convention and exhibition facilities, as well as a mosque attending people and defining the related size of direct and the municipality and KLCC. These factors, together with the exciting to see how the Centre, now in its mature state of within a park setting.The KLCC site is strategically well service areas to be configured and built, a model to calcu- almost boundless hotel capacity nearby, makes the Centre a operations, is in fact functioning beyond the expectations located, within the Golden Triangle of Kuala Lumpur, the late detailed multi-year revenues needed to be developed real gem in comparison to rival centres in South East Asia. then formulated. Both the inventive and imaginative architect very heart of the city. to facilitate evaluation of the many alternatives at hand. The and the qualified and resourceful management of Ogden Evaluation model therefore was purpose-built and successfully inte- International have succeeded remarkably well in diverting to KLCC (Holdings) Sdn Bhd (KLCCH), the initiating company grated into our standard model for 10-year financial feasibil- alternatives where determinative factors changed, or where together with major KLCC shareholder, MAI Holdings ity projections. Later, in 2001, the same model for revenue This unique opportunity to re-evaluate the original assump- assumptions made have proved to be no longer valid. Sdn Bhd, took up the redevelopment of the whole site in calculations was used for a similar project, the Cape Town tions made in the early conception phase of this major 1993. The most notable development on this famous site Convention Centre in South Africa. is certainly the 88-storey, 452-metre-high Petronas Twin Towers, for a few years the world’s tallest building until the Because our company was not involved in implementing From bright idea to marketplace “Taipei 101” building took over in 2004. the investment, it was a great pleasure for us to recently be invited by the present management to visit the Centre and to see and experience the building. Fibricon Winconcrete But more importantly it was also an opportunity to compare today’s reality with the assumptions our survey team had once made about the different functions and revenue earn- The basis of a successful idea is simplicity. Concrete ers the Centre should have in order to make it a financially mixed with fibres under the trade name FIBRICON Win- feasible and attractive investment. concrete is such an idea. Even though the concept of fibrous concrete is known to have been applied by the It turned out that our estimations about the total investment ancient Egyptians, FIBRICON multi-fibrous concrete still had been quite correct, although a number of deviations represents a real innovation in the world of concrete from the initial plan had been made (smaller exhibition areas today. The FIBRICON concept has now been patented and larger convention spaces, predominantly a larger, very worldwide as a multi-fibrous ready-to-use concrete well-equipped auditorium next to a smaller one). mortar with predefined strength specifications. At the The assignment to draft the investment and business plan moment it is only supplied by licensed concrete-mixing for the Centre was granted to us in 1977 by Amsterdam- Although well within the overall estimations made in 1997, plants in The Netherlands, but will soon be provided by based RAI Exhibition and Convention Centre in cooperation the revenue projections that were made differed widely in suppliers worldwide. with KLCCH. Amsterdam RAI and KLCCH aimed for coop- the various categories from the actual revenue composition. applied to replace traditional wire mesh or being additional eration to invest, develop and manage the new exhibition This was partly due to the different purposes and configura- Because FIBRICON multi-fibre concrete benefits from to it, depending on the application. Constructions can be and convention centre on the basis of the plans to be made. tion of the space, and partly due to various Malaysian significantly improved specific tensile strength, it can be thinner, slimmer, or proportionately more robust. A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S
  • 5. Partner in Poland: ASM The fibres in the mortar do their work in particular during the concrete’s hardening process: due to a balanced hardening of the inner and outer sides of the concrete, cracks from hardening can be completely avoided while at the same time Since early 2000, DeRuiter Con- Before establishing your the forming of internal stresses is suppressed. Moreover, sultancy and ASM have worked market entry strategy, take into due to the three carefully selected fibres, shrinkage from together successfully on a number consideration analysis of the hardening is almost non-existent. This is why the boundaries of projects focusing on executing market, the competition, pric- of the size of a concrete application can be firmly extended. market surveys, developing market ing systems and distribution It is now possible for roads to construct concrete slab entry strategies and preparing for channels, as well as seriously lengths of over 100 metres without any seam to be made in foreign direct investment in Poland. evaluating business practices one pouring. designated market segments. The application for road con- and consumer behaviour.” struction in The Netherlands has picked-up the fastest. The Based in the centrally located Polish city of Kutno, ASM Verwaard Handelsonderneming BV, being partly owned by market segment for industrial flooring will most likely be the Market Research and Analyses Centre Ltd. performs Poland is the largest country in the large Netherlands-based Dyckerhoff Basal Betonmortel hardest to conquer, since long-established practices in the specialist services in the field of market determination and East-Central Europe and one Mrs. Maria Góreczna BV, initially and for many years already traded several steel use of low-grade fibres may well prevent the acceptance of valuation. The company has great knowledge and experi- of the most attractive markets Manager, International fibres used in concrete, before its main shareholder Johan a high-grade and more costly ready-mix FIBRICON product. ence of business data and opinion gathering by professional for investors either relocating Department, ASM Verwaard started to seriously investigate the effects and interviewing techniques. Foreign companies consider this their business for exports into specific contribution of the various fibres in use at that time An average of 50% of mortar produced in the industrial well-developed service very convenient for their assessment the EU or setting up a in the mortar industry. world is used in concrete prefab products like sewerage of the Polish market. ASM’s operations include appraising business for the fast-growing local market. In recent years, tubes, concrete building components, piles and many and comparing prices, the appreciation of products and Poland has been realising relatively high economic growth. more. These products often need complicated wire mesh services offered, the rating of competition and assessment In 2006, GDP growth stood at 3.4% and, according to constructions that in many cases can be avoided by the of overall market potential. All these services contribute to forecasts, is set to reach at least 4% by the end of 2007. A use of FIBRICON’s 565-37 purposely composed multi-fibre a more successful approach to capturing Poland’s increas- remarkable success of reform was the reduction of hyperin- concrete. ingly attractive consumers and B2B market. flation from 600% in 1990 to a level of just 2% today. This product is expected to become another cornerstone in Significant assignments have been carried out for our clients Given Poland’s geographic location, an investment in the product range. Because Verwaard is a long-time supplier who are active in the development of Polish infrastructure Poland also provides easy access to neighbouring markets of fibres to the Indonesian company PT Karunia Power (traffic information systems and control equipment, road in Russia and the Ukraine. Since the early 1990s, the inflow Abadi, a FIBRICON test of ready-made concrete was also construction), food processing, assessment of outsourcing of foreign capital into Poland has exceeded USD 80 billion conducted in that country. The assignment concerned the the manufacture of industrial parts and components to local and is expected to grow on average to more than USD 8.5 supply of high-strength concrete for a bomb-resistant wall industry, and many more. billion annually by 2010. in one of the embassies in Jakarta. A testing procedure by Commercial services have grown rapidly in the past decade the principal concluded that FIBRICON 565-37 (for prefab and are now one of the main drivers of the economy. The products) would serve their requirements best. ability to hire highly educated and trained local personnel, After his own basic research, Verwaard decided to embark coupled with the relatively low cost of employment, have on a more detailed and comprehensive innovation process We consider the work we performed for FIBRICON to be also precipitated a flood of investors looking to relocate their in order to relate market requirements for concrete ap- a good example of an all-encompassing product develop- global operational support facilities to Poland. The country plications more firmly to specific types of fibre concrete, ment assignment, because we were engaged in managing has seen a growth in technical research, IT, call centres and ultimately to result in a unique fibre concrete product line. both the development process and its content. Managing a accounting services. In addition, numerous initiatives exist research team of high-calibre experts is a challenging task for new investments, including 14 Special Economic Zones Such development process should be backed up by exten- especially in the cautious world of concrete. It was also a and a large number of technology parks. sive research for the exact justification of the characteristics project with a significant component of strategic marketing. of the products offered as well as its patenting. A consistent FIBRICON is assured of a successful future because it The cooperation between ASM and DeRuiter Consultancy marketing and promotion plan should support penetration represents a remarkable technology upgrade of one of the has proved to be very successful during the past seven of the respective market segments and, by a step-by-step oldest materials in the world. years. It has proved competent and effective in assisting approach, capture the world market in the long run. companies to measure the scope of the business in Poland, Mrs. Maria Góreczna, Manager of ASM’s International and especially to define the market in terms of those Calculation value Application FIBRICON® The results, however, confirm the initial idea of Johan Department: “It is important that foreign companies prepare companies’ parameters and characterisation, such as sales Types tensile strength Industrial floors FIBRICON® 225-55 Verwaard: to obtain the best results from fibre concrete, all volumes, price structures and nature of the competition. In 2.5 N/mm2 themselves well before starting a business in Poland. To Industrial floors (high load) ® elements should be in balance with each other; it’s wasting addition, several existing clients are increasingly making benefit most from the opportunities offered, the typical 2 FIBRICON 335-55 2.8 N/mm Fluid tight floors potential to just mix fibres with any kind of mortar. it good practice to perform annual updates on customer Polish business culture should be well understood, while ® 2 FIBRICON 535-37 3.0 N/mm satisfaction and market position. We are very happy with Roads and highways detailed knowledge of the local situation of a certain busi- ® 2 FIBRICON 445-55W 3.2 N/mm By this stage, all the products have been launched in their this very prospering venture with ASM. ness provides unmistakably for a better negotiating position. Prefab concrete products ® 2 FIBRICON 565-37 4.1 N/mm A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S
  • 6. Three Awards for Driessen Thailand training, basic and advanced manufacturing skills, team lessons in teaching. The school has small and large class building, work process and environmental safety. Besides rooms and a practical training area on the premises. two professional teachers, most of the training is provided Users. The other award was for having an effective learning by the company´s own professional staff that received Over 2006 and 2007, Driessen in Thailand received as centre that incorporates instruction for employees on how to much as three prestigious awards! It is a clear recogni- prevent using drugs. tion of the success of Driessen Thailand over the years MIGA Investment Insurance in which period it became one of the largest Dutch Khun Pagorn, Production Manager of the Sheet Metal multinational companies in the country. factory has been instructing new employees how to prevent NTCC Business Excellence Award on using drugs, for over four years. He does this in close MIGA insures new foreign (cross-border) investments cooperation with the Labour Welfare Office of Lamphun. originating in any MIGA member country, destined for any The first award was received for Business Excellence. This organisation coordinates in the Lamphun region the developing member country. New investment contributions The joint foreign chambers of commerce of the Benelux special programme called “White Factory”. associated with the expansion, modernisation, or financial countries in Thailand established this award in 1998 to restructuring of existing projects are also eligible, as are honour Benelux companies in Thailand for the way in which Last year Driessen started a policy to dismiss dealers of acquisitions that involve the privatisation of state-owned Despite its huge insurance portfolio of guaranteed proj- they excel in business and for their contribution to the Thai drugs immediately when caught. Users of drugs will have enterprises ects, totalling US$ 17.4 billion in coverage, the Multilat- society. a second change. They have to follow again the newcomer eral Investment Guarantee Agency (MIGA), a member of introduction instructions and to undergo numerous tests at Types of foreign investments that can be covered include the World Bank Group, is relatively little known among the hospital during a period of time. If they pass the test they equity, shareholder loans, and shareholder loan guarantees the increasing number of companies taking up global can stay with Driessen. The whole workforce, moreover, is provided the loans have a minimum maturity of three years. activities, particularly in developing nations. tested on unexpected moments throughout the year. This Loans to unrelated borrowers can be insured, provided a new policy has been very benificial for both the workers and In countries where political turmoil is escalating (Thailand, shareholder investment in the project is insured concurrently the company. Pakistan, Venezuela) the risk of expropriation, sudden or has already been insured. Other forms of investment, change of law at the expense of the investor, breach of such as technical assistance and management contracts, Driessen (Thailand) honoured by the Prime (Government) contracts is a real possibility. For such and franchising and licensing agreements, may also be Minister Surayud Chulanont of Thailand circumstances, MIGA has great tools in place that no other eligible for coverage. insurer can match. MIGA, established in 1988, already The Training Center of Driessen in its largest establishment offers political risk insurance for projects in a broad range In keeping with MIGA’s objective of promoting economic Lamphun has received the official recognition from the of sectors in 147 developing member countries, covering all growth and development, investment projects must be Ministry of Labour in 2007 to provide professional training regions of the world. financially and economically viable, environmentally sound, and the license to issue certificates and diplomas. His Excel- and consistent with the labour standards and other develop- lency Surayud Chulanont, the Prime Minister of Thailand, ment objectives of the country hosting the investment. The Ambassador of The Netherlands, HE Pieter Marres presented an award to Driessen. presented the prestigious award to Kees de Ruiter MD of MIGA prices its guarantee premiums based on a calculation Driessen in Thailand, in a gala dinner event in Bangkok. of both country and project risk. Rates for the SIP guarantee Driessen received the award for its achievements in 2005. (three coverages) range between (0.45%) and (1.75%) During this year the facilities in Thailand were restructured, basis points per year. production processes were adjusted, and decision making responsibilities were brought to lower levels in the organisa- Coverage is for up to 15 years (possibly 20 if justified by the tion. This resulted in greater commitments on performance. nature of the project). MIGA cannot terminate the contract To reach these goals, an in-company Education and unless the guarantee holder defaults on its contractual Training Centre was established. The continuous training obligations to MIGA, but the guarantee holder may reduce of staff and workers is made a key element for success in or cancel coverage on any contract anniversary date starting Driessen’s manufacturing facilities. The measures taken with the third. have lead to an improved cost effectiveness in the opera- tions. Investors may choose any combination of the four types Investors in today’s dynamic investment climate understand of coverage offered by MIGA. Equity investments can be Employer of the Year 2006 the potential benefits of investing in emerging markets. The covered up to 90 percent, and debt up to 95 percent. MIGA even smarter ones also understand the critical importance may insure up to $200 million, and if necessary more can be In September, Driessen was invited by the Ministry of Driessen substantially enlarged its Training Centre in 2005 of addressing the political risks that may accompany an arranged through syndication of insurance (see also Justice to come to a ceremony in Bangkok to receive two to further enhance the practical and theoretical skills of its investment in an untested environment. MIGA guarantees http://www.miga.org/). awards. The awards were for being Employer of the Year managers, staff and workers. A broad training curriculum is offer much more than just the assurance that losses will be 2006 with a positive Attitude towards Rehabilitating Drug now exercised on a full time daily basis. It includes language recovered. A S P E C I A L I S T C O M PA N Y F O R T H E P R E PA R AT I O N A N D D E V E L O P M E N T O F D I R E C T I N V E S T M E N T S