Document reMX0Ln9NEe20ErzDpyekLKa7
WORLD WIDE STRATEGY CAPACITOR-DIELECTRIC ---------- ' AHOCXOR "------- -
May I, 1966 G. R. Buchanan E, P. Cunningham J. M. Campbell D. Wood
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DISTRIBUTION
1. 2. 3. 4. 5. 6. 7* 8, 9. 10. 11. 12. 13. 14. 15t ^jL6. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26.
C. E. Anagnostopoulos P. 0. Benignu8 H. S. Bergen W. L. Bettlson G. R. Buchanan E, P. Cunningham A. G. Eades S. A, Reininger D. B, Hosmer/J. A. Mullendore W. K, Johnson M. McEw^n H. Lv Minckler D. J. Murphy W. R. Richard E. S. Robson R. S. Wobus D. S. Cameron - MR J. M. Campbell - MCL C. J. Smith r MCL M. W. Waugh * ME David Wood - MCL Extra Extra Extra Extra Extra
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'T"T.A..B...L..E.1 'TOP' CO N"TTEN"T--S I. The Market Situation
Page
A* Global Market for Capacitor Aroclor ...................... 1 B. Forces Acting on the Market........................ .... . . 2 C. Competition ....f....... .................... 4
II. Long Range Objectives
....................... 6
III. General Strategy. ................................... ....... 7
IV. Goals (1966-1967) ......................................................................... 9
V, Plans (1966-1967)..........................................................
11
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World Wide Strategy Capacitor-Dielectric Aroclor
The Market Situation
A. Global Market for Capacitor Aroclor
The world-wide market for dielectric Aroclor used in capacitors was estimated to be in excess of 16,000 tons per year (for the year 1$>6^) or approximately 35*000,000 lbs. per year. This market is projected to increase to over 22,000 tons or nearly 50,000,000 lbs, per year by J.970.
Fixed paper capacitors with Aroclor are widely used in industrial applications. These units fill a special market need and are almost always specified for the various applications (where they are used) for example, power capacitors, motor running capacitors, etc. In other words, the user does not consider Aroclor units versus some other type when he needs a specific type of industrial capacitor, he buys an Aroclor fixed paper capacitor. The same is true of other types of capaci tors filling other specialized needs. For technical reasons, Aroclor will not compete in other capacitor markets - where other types of capacitors are specified.
In some areas of the world where currency is not avail able to import Aroclor, or where technology has not progressed to the use <pf Aroclor, petroleum oil is still used in capacitors. As money becomes available and as technology improves, these markets should use Aroclor as a replacement for oil. The reason - Aroclor permits the production of lower cost and more efficient units.
The market for fixed paper capacitors is dependent upon continued industrial expansion around the world. Power plants must be built for the generation and transmission of electric power to feed this industrial expansion. Such operations will require Aroclor filled capacitors and market projects assume this continued growth of industrial applications.
In general, this market may be divided into two areas domestic and non-domestic. A domestic market is one in which there is a major producer of chlorinated biphenyl in that particular market. For example, Bayer in Germany, Monsanto in the USA and U.K., Kanegufuchi in Japan, etc. All other markets are considered to be non domestic, even though there are small chlorinated biphenyl producers in Italy and Spain.
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Domestic and non-domestic markets are shown on Table I,
Thus, 27,000,000 pounds or approximately 75# of the world market for capacitor Aroclor is served by a domestic supplier. Monsanto supplied 21,000,000 pounds (US and uk) and therefore sold 78# of this "so called" domestic business. The US and UK market should grow to 27*000,000 pounds by 1970, and Monsanto will continue to supply all of this market.
Domestic markets in France, Germany and Japan will like wise grow from 6,000,000 pounds in 1964 to 7*500,000 pounds by 1970. We do not expect to participate in this business since we cannot profitably compete with these domestic producers.
Non-domestic markets will go from 8,500,000 pounds in 1964 to 15,000,000 pounds by 1970. Monsanto's share of this market should increase from 3*000,000 pounds (35#) to 8,500,000 pounds (57#)
These non-domestic markets will be described in detail in a series of area strategies - an area strategy is to be written for each important area of the world (see 1966 Plans section of this strategy). The present and future markets in each important country involved in these areas are shown in Table II.
B. Forces Acting on the Market
For Monsanto
1. Production from three plants - one in the U.K. and two in the U.S.A. Very large production facilities with manufacturing costs in the U.S.A. at least as good or better than any of the other producers.
2. Exclusive supply position in the U.S.A. - the larg est market - accounting for over 50# of the world's total requirements.
3. Exclusive supply position in the U.K. - a preferred position in the commonwealth area through U.K. affiliated company.
4. World-wide associations with General Electric and Westinghouse - providing favorable influence on associated companies in foreign countries.
5. Good technical and marketing know-how - ability to give good technical service to the customer.
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TABLE I
THE WORLD MARKET FOR CAPACITOR AROCLOR
TOTAL POTENTIAL AND MONSANTO SHARE 1964 AND 1970 (ESTIMATED)
METRIC TONS
DOMESTIC MARKETS
1964*
1970
Total
Monsanto Share
Total
Monsanto Objective
USA UK France
Germany Japan
8,500
930 810 1,010 1,000
8,500 930 0 0 0
11,000 1,200 1,000 1,300 1,200
11,000
1,200 0 0 0
Total
12,250
9,430
15,700
12,200
NON-DOMESTIC MARKETS
EFTA EEC E. Europe Commonwealth Rest of
Americas Rest of World
Total
690 1,270
310 760
500 230
3,760
80 60 45 688
400 35
1,308
1,025 1,850
700 1,465
1,190 400
6,630
555 0
300 1,365
1,190 300
3,710
Grand Total
16,010
10,738
22,330
15,910
*1965 Figures were not available at the time this report was written. Figures for 1965 should be 5-10# above 1964.
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TABLE II
NON-DOMESTIC MARKETS FOR CAPACITOR AROCLOR BY AREA - BY COUNTRY METRIC TONS
Austria Denmark Finland Norway Sweden Switzerland
Total
EFTA
1964-65
60 25 75 15 290 225
690
1970
80 45 100 50 400 350
1,025
Italy Belgium Holland
Total
EEC
1964-65
740 330 200
1,270
1970
1,050 500 300
1,850
Czechoslovakia East Germany Hungary Poland
Romania Yugoslavia
EASTERN EUROPE
1964-65
5 100
15 100
15
Total
310
1970
20 200
50 200 100 130
700
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Table II (Page 2)
Australia India Hong Kong Canada
Argentina Brazil Mexico
Israel South Africa Spain
COMMONWEALTH
1964-65
150 150
10 450
Total
760
REST OF AMERICAS
1964-65
170 210
120
Total
500
REST OF THE WORLD
1964-65
30 0
200
Total
230
1970 300 300
15 750 1,365
1970 380 450 360 1,190
1970 50 50
300 4oo
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6. Strong position and long-term supply relations with Canada, Mexico, South America and Eastern Europe,
7. Through production in U.K. - have preferred position in EFTA,
Against Monsanto
1. Product quality not as good as that available from two major competitors (Bayer and Prodelec).
2. Strong position of competition in the EEC - no Monsanto production to serve the EEC market. Long term relations of competition with major European customers.
3. The largest of the international markets (outside of the USA and UK) being supplied by domestic pro ducers and therefore not available to Monsanto Germany, France and Japan.
4. The use of other cheaper dielectrics such as chlori nated naphthalenes and petroleum oil. Where these are locally available, it is often very difficult to Import the more expensive chlorinated biphenyls (for example, India).
5. Longer range - the possible development of silicon diodes as a technical replacement for Aroclor type capacitors for some applications.
6. Higher production costs at MCL - resulting in greater vulnerability of this market to the European producers. The difficulty of getting greater tariff protections in the UK.
7. Prodelec technology and possible patent position in the manufacture of biphenyl.
8. Prodelec*s development of Pyralene 1500 - providing a good technical image for this company.
9. The fact that Monsanto has over 67% of the world's business - makes it difficult and dangerous to take risks to increase our share of the global market.
10. The development of capacitors utilizing plastic film instead of paper - could result in a decrease in Aroclor used in each unit.
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C. Competition
The major producers of Aroclor together with their estimated production capacities are shown, in Table III. The most important of these are Bayer and Prodelec and secondarily Kanegufuchi, Caffaro, Flix and producers in East Germany and Russia, The latter group sell very little material outside of their own domestic markets.
Since Aroclor is used in many other applications and markets, only a portion of the total production (appro ximately 4o$) goes into capacitors. A separate strategy will be required for other markets.
The breakdown of competitive activity in capacitor Aroclor in the various world markets is shown in Table IV. Outside of the USA market our major competition is Bayer and Prodelec. These two companies are described in more detail below.
Table V shows a general comparison of strengths and weaknesses of Monsanto compared to the three largest producers in Europe.
Bayer (Germany)
Bayer has been producing chlorinated biphenyl for about 35 years - as long as Monsanto USA. Their quality is excellent and their commercial and technical service is considered to be good. Their Clophen products as well as the Bayer name are highly respected throughout the world. Through a basic position, their chlorine costs are low.
In spite of this, Bayer does not appear to be very aggressive in expanding their share of the chlorinated biphenyl market. They appear to be reasonably satis fied to maintain a position of "status quo." Bayer has supplied many of the larger accounts - especially in the European area, and don't appear to be interested in taking any technical or commercial action to "upset the boat." They are relying for their growth on an ex pansion of business with their present large customers. They have not developed any new products and do not take the lead in seeking innovations to better serve their customers. On the other hand, they do not hesitate to take the necessary pricing action to protect their long standing business - for example, lowering prices to maintain their position in Italy.
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U.S.A. FRANCE U.K. GERMANY ITALY SPAIN JAPAN
TABLE III
ESTIMATED WORLD PRODUCTION CAPACITY* .
TOTAL AROCLORS
Million Pounds
Tons
Monsanto 90 41,200
Prodelec
10
4,600
M.C.L.
10 4,600
Bayer
10 4,600
Caffaro
2 1,000
Flix
1 500
Kanegafuchi
7
3,500
Total
130
60,000
Also produced in East Germany and Russia
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Clophen does not appear to be an important product to Bayer, and since it is an old product, they would just like to see things remain as they are. Thus, we do not expect any aggressive marketing activity from Bayer, but would expect that they would rapidly lower prices to protect their present business. They do have a large domestic market in Germany and probably consider the rest of the EEC (outside of France) as an area where they have maximum advantage,
Prodelec (France)
Prodelec has been producing chlorinated biphenyls for about 25 years. It is a very important line of products to them and accounts for a major part of their income. For this reason, they are much more aggressive than Bayer.
Prodelec make an excellent line of products and are respected throughout the European area for technical and commercial innovations. For example, they intro duced the 3-ton returnable bulk container which is now a standard with many major customers in Europe. In addition they have made a number of quality improvements - notably power factor, and aggressively market the benefits of this improved quality to all major customers.
For years Prodelec has carried out a major research pro gram in biphenyl. They have received a number of patents in this area, some of which are of concern to Monsanto. In addition they recently introduced Pyralene 1500 - an attempted replacement for Aroclor, and even though they have not been successful in replacing Aroclor, they have made a real impression on the industry as far as demonstrating their technical capability.
Prodelec is considered to be a very aggressive marketer of Aroclor products. They not only take the necessary pricing action to protect their present business, but are the most likely company to initiate lower prices to take business from others.
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-6II. Long Range Objectives
A. Maintain 100# of the US and UK dielectric Aroclor business - at maximum profit. Increase sales from 23 H pounds in 1965 to 28 M pounds by 1970.
B. Except for the EEC and Japan, establish a dominant position in supplying Aroclor to the rest of the world - at maximum profit.
0. Increase non-domestic sales from 8,500,000 pounds ($45Q,000) in 1965 to 15,000,000 pounds ($1,400,000) by 1970.
D. Establish Monsanto image through common world-wide product identification and specifications and insure that our quality and manufacturing cost is as good or better than competitive producers.
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III. General Strategy
Monsantp now supplies approximately 70# of the world's requirements for dielectric Aroclor. Our majpr markets are the USA, the UK and Canada where we have j.00# of the available business. We have a share of the markets in many other areas in the face of stiff competition - pri marily from Bayer and Prodelec,
Fundamental to our attempt to get additional business around the world is the complete understanding that we do nothing to jeopardize the profitability of our domestic markets - US and UK. Every aggressive move we make to take business away from the competition must weigh the risk of losing any portion of our domestic markets. There is no indication that this will happen in the USA (as far as im porting is concerned), but the UK market is presently open to competitive moves by Bayer or Prodelec. We will make every attempt to strengthen our position in the UK through a reduction in manufacturing costs.
Our basic marketing strategy for capacitor Aroclor around the world will include the following:
A. We will concentrate our efforts where we have maximum strengths - in other words lead from strengths instead of weaknesses. In selected areas we will use all avail able Monsanto resources including frequent and in-depth account coverage, technical assistance, customer service, supply and quality position, and price innovation where desirable.
B. We will encourage the maximum sales activity on a local basis - involving all Monsanto marketing strengths that are available. This will include local Monsanto sales men, agents, etc. This involvement will be spelled out in area strategies.
C. We will develop area strategies for all important marketing areas. These strategies will describe what we plan to do and how we will accomplish our objectives in these selected areas.
D. We will Investigate selected areas where we do not now have market information and establish a plan accordingly.
E. We will develop accurate cost and profit information from the various producing locations within Monsanto (USA and UK) and ship material from that source which yields maximum profit - always considering customer needs and market requirements.
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P. We will investigate our competition in depth in an attempt to get more definite information regarding processes and estimated production cost. This informa tion will guide our marketing program, especially our pricing strategy.
G. We will use all available Monsanto personnel in the most effective and efficient manner on a world-wide basis regardless of their present location. Additional people will be added as required to meet agreed upon objectives.
H. We will coordinate manufacturing, research and market ing on a world-wide basis to accomplish common product identification. Product specifications, quality, product names, etc. will be common through the world.
I. Any basic plan to market Aroclor in the UK and the EEC will recognize the importance of the non-electric NCR account.
J. Constantly review the technical innovations which could adversely affect the use of Aroclor in capacitors for example, silicon diodes, plastic films, etc.
Recognizing the fluidity of relationship between the EEC and EFTA, we will be constantly alert to the need to revise our strategy for these two areas. In summary, we will use all Monsanto resources in an attempt to gain additional business in selected areas of the world where we have strengths over competition - carefully consider ing at all times the risk of any action to maintaining 100# of our domestic markets.
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IV. Goals (1966-1967)
A. Maintain current business and expand market share of capacitor as follows:
1. Maintain 100# of the business in the USA.
2. Maintain 100# of the business in the U.K.
3. Maintain 100# of the business in Canada.
4. Maintain essentially 100# of the business in Mexico and South America.
5. Obtain 100# of the business in Australia.
6. Obtain 100# of the.business in India.
7. Obtain 100# of the business in Israel.
8. Obtain 100# of the business in Denmark, Finland and Norway and 67# of the business in Sweden. '
9. Maintain present business in the EEC with minimum marketing effort, and take opportunities for new business as they arise.
10. Locate and define the markets in East Germany.
11. Obtain 100# of the business in Poland, Romania and Czechoslovakia.
12. Investigate markets and, if desirable, establish a plan to get the business in the following areas:
Hungary, Greece, Turkey, USSR, South Africa
13. Obtain 50# of the business in Spain - avoid tariff troubles with Flix (local Spanish producer).
B. Evaluate technical and commercial aspects of silicon diodes and plastic films in replacing Aroclor in capaci tors - establish appropriate plan to protect Aroclor in this application.
C. Evaluate technical and commercial potential of Pyralene 1500 becoming a competitor for Aroclor in capacitors establish appropriate plan to protect Aroclor in this application.
D. Determine the value of G. E. Pyranol P-2 to Monsanto establish plan of action applying conclusions to Monsanto Aroclor program.
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-10E. Determine the technical and commercial need for quality-
improvement, common specifications and identification of capacitor Aroclor and establish appropriate plan for implementation. F. Obtain better information regarding Bayer and Prodelec production costs for capacitor Aroclor. 0. Develop comparable production cost infomation on capacitor Aroclor from Monsanto's U.S. and U.K. plants. H. Determine technical and economic feasibility of reduc ing production cost on U.K. plant Aroclor - establish appropriate plan for implementation. X, Maximize profit on export capacitor Aroclor by shipping from lowest cost production plant. J. Improve technical and commercial liaison between OrganicInternational Division, particularly European areas. K. Improve Monsanto technology in biphenyl. L. Complete area market strategies on all important markets of the world. M. Coordinate and standardize as much as possible the MC and MCL testing procedures - resolve and understand any differences.
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V. Plans (1966-1967)
A. Establish specific Global and Area strategies, complete with goals and plans, to attain indicated market share ih selected areas.
Strategy
Responsibility
Due Date
Global Market
GRB
2nd Qtr. 1966
U. S. Area
GRB 2nd Qtr. 1966
Spain Area
JMC 2nd Qtr. 1966
EFTA Area
JMC 2nd Qtr. 1966
U.K. Area
JMC 2nd Qtr. 1966
Canada Area
EPC 3rd Qtr. 1966
Mexico Area
EPC 2nd Qtr. 1966
Brazil
EPC 2nd Qtr. 1966
Argentina Area
EPC
2nd Qtr. 1966
Australia/New Zealand Area
JMC/EPC
2nd Qtr. 1966
E. Europe Area
JMC
2nd Qtr. 1966
Israel Area
JMC 2nd Qtr. 1966
India Area
JMC/EPC
2nd Qtr. 1966
EEC Area
JMC 3rd Qtr. 1966
Greece Area
JMC 4th Qtr. 1966
Turkey Area
JMC 4th Qtr. 1966
USSR Area
JMC 4th Qtr. 1966
South Africa Area
JMC/EPC
3rd Qtr. 1966
Responsibility
Action
Due Date
JMC
Investigate and summarize technical and
commercial competition potential of silicon diodes in Europe.
1st Qtr. 1966
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Responsibility
Action
Due Date
PGB, RH Munch
Investigate and summarize technical and commercial competition potential of plastic films for capacitors.
2nd Qtr. 1966
Organic/
Establish and implement 2nd Qtr. 1966
International plans as required to meet
this competition.
C. JMC
Investigate and sum marize potential com petitive threat of Pyralene 1500 in Europe.
2nd Qtr. 1966
PGB
Investigate and sum
2nd Qtr. 1966
marize potential com
petitive threat of
Pyralene 1500 in USA.
Organic/
Establish and implement 2nd Qtr. 1966
International plans as required to meet
this competition.
D. GRB/PGB
Discuss patent and tech- 1st Qtr. 1966 nology aspects of Pyranol P-2 with G.E.
GRB
Obtain G.E. attitude toward license.
2nd Qtr. 1966
JMC
Summarize potential
2nd Qtr. 1966
need of Pyranol P-2
in Europe.
GRB/Legal
Establish plan and take action accordingly.
2nd Qtr. 1966
E. Organic/
Develop Aroclor sympos 1st Qtr. 1966
International ium with Mfg./Research/
Marketing to discuss
world-wide product quality
specifications, identifica
tion, test procedures, etc.
Organic/
Agree upon objectives,
1st Qtr. 1966
International new specifications, plans
and responsibility.
.
Organic/ International
Achieve Aroclor quality at all US and UK plants at least equivalent to
Bayer and Prodelec.
1966-1967
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Responsibility
Action
Due Date
P. JMC
Obtain and summarize information on pro- . cesses used by Bayer/ Prodelec.
3rd Qtr. 1966
JMC/Purchasing
Obtain and summarize information on raw material quality, availability and cost to competition.
3rd Qtr. 1966
CJS/DBH
Estimate Aroclor pro duction costs by competitors.
3rd Qtr. 1966
Q. CJS/DBH
Determine comparable capacitor Aroclor production cost from U.S. and U.K. plants.
1st Qtr. 1966
CJS/DBH
Evaluate technical and economic requirements of making U.K. Aroclor production costs equiva lent to U.S.
2nd Qtr. 1966
CJS/DBH
Recommend plan of action. 3rd Qtr. 1966
CJS Implement plan of action. 1967
H. GRB/JMC/EPC
Considering customer needs and Monsanto eco
nomic factors develop customer supply plan which maximizes Monsanto profit.
2nd Qtr.
1966
I. Organic/
Develop and implement
1st Qtr. 1966
International communication procedure
between Organic Division/
International Division
St. Louis and member
companies.
J. Organic/
Establish short and long 3rd Qtr. 1966
International term technical and com
mercial manpower require
ments (especially on-the-
spot field sales needs) to
reach sales objectives for
dielectric Aroclor
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Responsibility
Action
Due Date
Organic/
Implement plan to ac
4th Qtr. 1966
International quire and train necessary
manpower.
K. MC/MCL
Resolve and attempt to standardize MC and MCL testing procedures.
December 1967
PGB/Colin Coleman
Investigate MCL and European test procedures during June trip to Europe.
June 1966
PGB/CC/Munch/ Organic Analytical
Resolve and understand
January 1967
differences and standard
ize where possible.
MC/MCL/International
Introduce standard pro cedures to world-wide customers.
During 1967
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