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Internationalization:

Country

China

Year of entry

2005

Industry/ business area

Mineral fertilizers

Entry mode

FDI 50,5%

Brownfield: Shandong Chemical Hongri Acron, Ltd., a Chinese complex fertiliser producer

Motives

China: world’s largest fertiliser market, going there in order to strengthen its hand in the world's largest fertiliser market

Firm specific advantages used on the foreign market

  1. Wide product range of mineral fertilisers

  2. Fertiliser quality guarantee

  3. Access to abundant Russian mineral resources

  4. Own logistics and distribution networks

  5. Effective production

First mover or follower

First mover

Type of state involvement in the process of internationalization

No indication of involvement of the state in the internationalization process.

Evaluation of the success of the internationalization

2011: EBDITA 854 RUB mn (whole Acron group: 20,762 RUB mn)

Hongri Acron is the largest Russian-Chinese chemical company

Ohk Uralchem

URALCHEM Holding P.L.C., a company incorporated in Cyprus and the holding company for URALCHEM Group, one of the largest producers of nitrogen and phosphate fertilizers in Russia and the CIS.

URALCHEM Group is the second largest ammonium nitrate producer in the world and number one in Russia and the second largest nitrogen fertilizer producer in Russia.

The principal raw stuff used in production of nitrogen fertilizers is the natural gas that is delivered to the companies’ producers under the long-term contracts with OAO Gazprom and OAO Novatek.1

Country

Cyprus, Russia

Year of entry

2007

Industry/ business area

Mineral fertilizer producer

Entry mode

  1. Established UralChem Freight Limited (Cyprus)

  2. Established subsidiary UraChem Trading (Latvia)

  3. Acquisition of Murashi Depot

  4. Establishment of UralChem Handel and UralChem Trading (Brazil)

  5. Joint venture with Riga Commercial Port (RCP, Latvia) – 51%

  6. Acquisition of 87,4% of KCCW

  7. Acquisition of 89,9% of VMF

Motives

Russia has a range of valuable scarce resources, while it uses only small portion of them (1,8% out of 10% produced in the global scale), out of which ammonium nitrate – 25,5%, ammonia – 20,2%, nitrogen fertilizers – 26,9% is produced by UralChem (for 2011). The market for mineral fertilizers has been growing, and as the earth population is increasing, the demand is also substantially growing. The acquisition of controlling stakes in Kirovo-Chepetsk Chemical Works, OJSC and Azot, OJSC lead to further development and enlargement of the company and its activities both in Russian and international markets.

UralChem Freight: provide forwarding

services, trans-shipment services in ports and sea freight services for our Russian production facilities in relation to their exports

UralChem Trading (Latvia): consolidate

our export sale and distribution operations and locate them in close proximity to the Port of Riga, one of the key trans-shipment points for

our exports

UralChemTrans: consolidate the ownership and operation of all our Russian rail and logistics assets

UralChem Trans acquired Murashi Depot for repairs and maintenance of our railcar fleet, and it became a branch of UralChem Trans

UralChem Handel and UralChem Trading (Brazil) to further focus our marketing and sales efforts in Germany and Brazil respectively

UralChem Trading House to arrange sales and promote our products in the Russian and CIS markets

Riga Fertiliser Terminal is the development

of specialised terminal in the Port of Riga for the transshipments and storage of fertiliser and related chemical products

Firm specific advantages used on the foreign market

Access to a rich resource base within the country= optimal low price for materials and energy resources

Developed logistical resources, including seaports

URALCHEM'S main competitive advantage is the development and production of innovative fertilizers tailored to particular countries, markets and segments along with ammonium nitrate and urea – in accordance with the chosen strategy of “market tailored products” focused on ensuring production flexibility

First mover or follower

N/A

Type of state involvement in the process of internationalization

 The Governments of Moscow and Russian Federation affect the activities of URALCHEM only via legislative and regulatory measures which may have significant impact on financial situation and performance of the Company.2 Russian government did not take part in a company’s internationalization process.

Evaluation of the success of the internationalization

Yes, the sales are increasing, and the company is one of the biggest players in Russia, CIS, and East Europe

Henkel

Founded in 1876, the company "Henkel" is a leader in the world, both in the consumer and in the industrial sector due to such brands as Persil, Schwarzkopf and Loctite.

The headquarters of the company "Henkel" is in Dusseldorf, Germany. More than 47,000 employees work in "Henkel" in the different countries of the world, and it is considered one of the multinational companies in the global market, based in Germany.3

Country

Germany

Year of entry

1886

Industry/ business area

Laundry @ homecare, beauty care, and adhesive technologies

Entry mode

First trading representative centers in Austria, the Netherlands, and Switzerland in 1886-89

Emery Industries Inc., successor of Henkel of America Inc, the today’ s subsidiary of Henkel in USA

1908 – started to export washing powder through it’s trading representatives

1909 – licensing agreement with Société d'Electro Chimie in France and Joseph Crosfields & Sons Ltd in England

1913 – first subsidiary Henkel & Cie AG in Switzerland

1925 – Henkel Kemiskt – Teknisch Aktiebolag (FDI)

1930 – Henkel AS, Norway (FDI)

1930 – OY Persil AB, Finland (FDI)

1931 – established UMA AG in Switzerland (FDI)

1932 – established Nederlandsche Persil Mij,NV in the Netherlands

1933 - established Societa Italiana Persil Spa, Italia

1934 – new plant in Belgium

1950 – acquired assets of Productos Gota de Ambar SA, Spain

1951 – subsidiary Southern Chemical Manufacturers in South Africa

1952 – acquired all its subsidiaries in Switzerland

1960 – acquired Standard Chemical Products Inc in the US

1969 – agreement with Kotuyo Co Ltd in Japan on selling Pitt

1963 – established Turk Henkel Sanayi ve Ticaret Ltd in Turkey

1965 – acquired Turyag AS in Turkey

1967 – acquired Societe Anonyme Henkel in France

1969 – acquired Franchini Quimika SA, Argentina

1970 – established Iran Henkel AS

1970 –established Henkel Chemicals Ltd in Jamaica

1971 – subsidiaries: Henkel Industries Ltd, England; Henkel Hellas SA, Greece; Henkel Chemicals (Canada) Ltd; Henkel Chemicals (HK) Ltd, Honk Kong

1972 – Henkel Chemicals (Nigeria) Ltd; Henkel Thai Ltd,Thailand

1972 – acquired Gordon Slater Ltd in the USA

1973 – acquired Kepec Chemische Fabrik GmbH and its subsidiary in the USA

1974 – acquired Produites Chimiques du Sidobre Sinnova SA in France

1974 – acquired Mo. Sinnova in France

1974 – acquired assets of Clorox in the USA

1975- subsidiary Henkel Australia Pty Limited in Australia

1975 – subsidiary Quinica Henkel Centroamericana SA,Quatemala

1976 – agreement on co-production with PT Henkel Indonesia

1977 –acquired General Mills Chemicals Inc and its international subsidiaries

1978 – established Grupo Quimico Mexicano

1980 – acquired Ross Chemicals Co, US

1980- acquired Diademine in France

1980 – acquired Amchem Products Inc in the USA

1981 – established Henkel Oleochemicals Malasio (HOM)

1982 – established Henkel South East Asia Pte Ltd in Singapore

1984 – acquired Monarch/Adams Adhesives Ltd in England

1985 – acquired 28% of assets of Quimica Harting SA in Chili

1985 – acquired 25% of assets of Loctite Corporation in the USA

1985 – acquired Societa Europea Produzione Adhersivi SPA (SEPA)

1986 – acquired Copydex in England

1986 – acquired Chemische Fabrik Gruxau GnbH in Austria

1986 – acquired production of Beecham Group London Rubson in France and Unibond-Copydex Ltd in France

1987 – acquired Parker Chemicals in the USA

1987 – acquired Nopco in the USA

1990 – acquired VEB Waschmittelwerk Genthin

1990 –established Henkel Bautechnik Polska Sp zoo in Poland

1991 – co-production agreement wirh Sovhenk, Russia

1993 – Era in Russia, St.Petersburg

1994 – Macroflex in Moscow, Russia

1995 – acquired LePage’s Ltd in Canada

1995 – acquired Tenaz in Brazil

1996 – Schwarzkopf and Helkel, Moscow

1996 – acquired Novamax Technologies Corporation in the USA

1996 – acquired Thiem Automotive Division in the USA

1996 – established Henkel Mexicana AS in Mexico

1996 – Israel and Livan co-producing agreements

1998 – control package of assets of Manco Inc and Dep Corporation in the USA

1999 – acquired French Laboratories Sero – biologiues Group in France

2000 – establishment of Pemos, Russia

2002 – acquired: Chelgoum Laid, Alger; Solyplat SA, Spain; Cemedine USA, Inc; Sello-lape, England

2004 – acquired: Pial Corporation, USA; Advanced Research Laboratories, USA; Orbseal LLC

2005 – control package of Huawei Electronics Co Ltd

2006 – acquired Right, Guard, Soft dry and Dry idea, USA

2008 – acquired Akzo Nobel

Motives

Henkel started with producing washing powder, which was highly successful in Germany. They acquired companies in the other countries to develop their technologies and differentiate the products which they were producing, winning market shares in those countries.

Firm specific advantages used on the foreign market

Differentiation of products and brands, unique technologies, tremendous experience and ability to acquire vital companies in this particular type of business

First mover or follower

It is a German company, which has its subsidiaries and joint ventures all around the world, including Russia. For producing adhesive technologies, Henkel is probably the first mover in most of the countries, where it has operations. As for laundry, home and beauty care, there are other huge producers, such as Procter and Gamble.

Type of state involvement in the process of internationalization

No state involvement

Evaluation of the success of the internationalization

Its sales reach 15092 EU millions, it is “world leader in brands and technologies”, which make it one of the most successful processes of internationalization.

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