Accessing the European Aerospace Market and it s Supply Chain
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1 Welcome to today s webinar. Accessing the European Aerospace Market and it s Supply Chain A webinar for North American Businesses Presented by Westworld Consulting & The US Commercial Service
2 2 Today s Speakers James Bledsoe International Trade Specialist, US Commercial Service PJ Menner Commercial Specialist, US Commercial Service Guy Hobday Business & Marketing Director Westworld Consulting Steve Hoskins General Manager & Head of Procurement, Airbus CIMPA. Robbie Robinson President & CEO Westworld Associates Copyright Westworld Consulting Limited 2014
3 3 Q&A Session and Handouts We will have a Question and Answer session towards the end of the Webinar Handouts available at the end of the Webinar Copyright Westworld Consulting Limited 2014
4 4 Who Is This Webinar For? We re keen to sell to Europe but have little experience You We have experience in Europe, but we re not getting very far I d like some more information about the European Aerospace Market Copyright Westworld Consulting Limited 2014
5 5 What will we cover? Overview of the Market The Supply Chain in Detail Best Practices & Strategies European Aerospace Market & supply chain Interview With Airbus Current Opportunities Routes to success Typical Challenges Value of attending Farnborough Airshow 2014 Copyright Westworld Consulting Limited 2014
6 6 The US Commercial Service James Bledsoe International Trade Specialist US Commercial Service, Little Rock, Arkansas PJ Menner Commercial Specialist US Commercial Service London, England Copyright Westworld Consulting Limited 2014
7 7 The US Commercial Service Introduction to the US Commercial Service - James Bledsoe U.S. Commercial Service programs at Farnborough Airshow P.J Menner Copyright Westworld Consulting Limited 2014
8 8 European Aerospace Market & Supply Chain Guy Hobday Business & Marketing Director Westworld Consulting Copyright Westworld Consulting Limited 2014
9 9 European Aerospace/Defense Market World s 2 nd Largest Market $ Revenue $228 billion Employs 658,000 directly Copyright Westworld Consulting Limited 2014
10 10 Comparison: Europe vs. US - Aerospace & Defense Revenue Europe - $228 billion 30.9% of Global Aerospace & Defense Revenue (2012) US - $418 Billon 60.4% of Global Aerospace & Defense Revenue (2012) Source: Deloitte Global Aerospace & Defense Industry Financial Performance Study Copyright Westworld Consulting Limited 2014
11 11 Why Europe? Large Open Aerospace Market Increase Your Sales You ll Have a More Diverse Clients Gives you an International Outlook New Opportunities / increased success Copyright Westworld Consulting Limited 2014
12 12 Introduction to the European Aerospace Supply Chain Highly Developed Truly Global Competitive Conservative Good opportunities for competitive companies Copyright Westworld Consulting Limited 2014
13 13 European Supply Chain How it works Examples: OEM Tier 1 Suppliers & Risk Sharing Partners ( Primes ) Tier 2 Suppliers ( Second Tiers ) Copyright Westworld Consulting Limited 2014
14 14 Supply Chain in Action: Airbus A350 XWB A350 XWB Aerostructure; Prime Suppliers Copyright Westworld Consulting Limited 2014
15 15 Projected Increases in Global Sourcing - Airbus Aerostructures Copyright Westworld Consulting Limited 2014
16 16 European Supply Chain: a Broad Strategy Evaluate your offering Be clear on USPs for the European Market Research: Which OEMs / suppliers might have requirements? What programs are running / upcoming? Know your European competitors What s your competitive advantage? Target the 1 st & 2 nd tier, not just the OEMs Network, Network, Network. Attend face-to-face meetings and tradeshows Copyright Westworld Consulting Limited 2014
17 17 European Supply Chain: Expectation vs. Reality Typically clients say. Just get me a meeting with [OEM] and I ll be able to get a sale Your product might match a requirement we have, but you re not an approved supplier.. Copyright Westworld Consulting Limited 2014
18 18 The Supply Chain Brick Wall: Becoming a new supplier Broad/General Enquiries can often lead nowhere 1. You contact an OEM 2. You re asked to register on their supply portal / details 3. You receive a generic response or your don t hear back How do you over come this? Copyright Westworld Consulting Limited 2014
19 19 Strategies to Access the Market As existing 1 st Tier / Prime Suppliers are well established & already approved: Get a local representative or agent with extensive knowledge of OEMs, supply chain and key contacts. AND/OR Establish your own local presence. Then: Try to be a Niche Supplier direct to OEMs Target 1 st Tier companies to supply or partner with. Target 2 nd Tier Companies to supply or partner with. Leverage existing US contacts & clients (who have a global reach). Copyright Westworld Consulting Limited 2014
20 20 Other Challenges to Negotiate Internal Politics / Workload Export Regulations Quality Approvals Supplier Approval Process European Business Culture Copyright Westworld Consulting Limited 2014
21 21 Interview with Steve Hoskins Airbus General Manager & Head of Procurement, Airbus CIMPA General Manager & Head of Procurement, Airbus CIMPA April 2010 Present (4 years) Head of Research & Test Procurement, Airbus/ EADS January 2008 April 2010 (2 years) Head Of Engineering Procurement Airbus January 2002 January 2008 (6 years) Copyright Westworld Consulting Limited 2014
22 22 Case Study 1: Pryer Aerospace Location: Tulsa, Oklahoma Turnover: Circa $21 million Skill: Sheet Metal Forming, Kitting & Sub Assembly Aspiration: To win Airbus Work in Europe Timeline: 1 year to win work as a 2 nd tier supplier to Airbus & 1 st tier supplier to FACC Now supplying Copyright Westworld Consulting Limited 2014
23 23 Case Study 2: Steico Industries Location: San Diego, California Turnover: Circa $28 million Skill: Manufacturer of Precision Tube & Welding Assemblies Aspiration: To target work in Europe and additional work in the US Timeline: 6 Months for initial work package (Aeromet), 18 months to win BAE Systems work on F-35, first [direct] contract hoped to be with Airbus July Now supplying: Copyright Westworld Consulting Limited 2014
24 24 Example Supply Chain Opportunities (Europe) Aircraft Airbus A320neo (engine, structures, wing tips, systems) Airbus A330neo (engine, structures, wing tips, systems) Guppy MKII (Airbus transportation variant) A XWB (Structures & Cabin Interiors) ATR Turboprop NG (new Aircraft) Space Ariane 6 ESA (new rocket) Engines Rolls-Royce Trent (development & components) Helicopters Agusta Westland AW169 Airbus Helicopters EC X4, X9, X6 Copyright Westworld Consulting Limited 2014
25 25 Introduction to Farnborough Airshow July 14 th 20 th 2014 Europe s Largest Trade Exhibition for Aerospace and Defense Primarily a Tradeshow 109,000 Trade Visitors & 1500 exhibitors (2012) 70 Delegations from 46 countries (2012) US $72 Billion announced in Orders & Commitments in 2012 Evaluable opportunity to meet European buyers and network Copyright Westworld Consulting Limited 2014
26 26 Farnborough: An OEM s Perspective Copyright Westworld Consulting Limited 2014
27 27 Getting the Most Out of Farnborough Why should you attend? Exhibit or visit? Have a game plan & do your homework Best days to attend Where to go for help & support Follow-up is essential Copyright Westworld Consulting Limited 2014
28 28 Questions & Answers Do you have any questions? Copyright Westworld Consulting Limited 2014
29 29 Thank you for attending.. Contacts for further information: United States Commercial Service PJ Menner, Commercial Specialist, London, England tel: (0) web: James Bledsoe, International Trade Specialist, Arkansas Tel: (501) Web: Westworld Consulting (Aerospace/Defense Business Development & Representation in Europe) Guy Hobday, Sales & Marketing Director tel: (0) web: Copyright Westworld Consulting Limited 2014
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