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BASF Asia Pacific Strategy - To double sales by 2020
29 Sep '09
4 min read
Already present in 15 countries in the region, with significant operations in China, Japan, Korea, Malaysia and India, BASF will also actively seek opportunities to support rapidly developing customer markets in relatively untapped locations, including Vietnam and inland China.
Larger local team, enhanced R&D capabilities
To achieve its goals, BASF will implement an enhanced development plan to strengthen its existing local talent base. By 2020, BASF expects to increase its headcount in Asia Pacific by at least 5,000. In its two challenging growth markets, China and India, BASF has set up dedicated recruitment centers to manage the increase in hiring. The company will double the number of employees in research and development by 2020, especially at its two major R&D clusters in China and India. Currently, BASF has 300 employees working in R&D at 15 sites in Asia Pacific.
“Local innovation and local production are driving business growth in this region. We therefore want to develop new applications, products and solutions together with our customers in Asia, adapted for Asian needs, and then serve local markets primarily through our sites and our talent in the region,” continued Brudermüller.
Operating efficiencies with site optimization
BASF plans to reduce costs by at least €100 million annually by 2012, increasing the efficiency of its existing operations. An important aspect of this effort is the company's Site Optimization Project, which aims to increase capacity through debottlenecking production and by exploiting technical synergies, for example in production processes or across sites. All measures implemented under this project are expected to recoup their costs within one year.
Site optimization in Asia Pacific is ongoing at the company's integrated production sites in Kuantan, Malaysia, and Nanjing, China, as well as in Yeosu, Korea and other production sites in the region.
Larger local team, enhanced R&D capabilities
To achieve its goals, BASF will implement an enhanced development plan to strengthen its existing local talent base. By 2020, BASF expects to increase its headcount in Asia Pacific by at least 5,000. In its two challenging growth markets, China and India, BASF has set up dedicated recruitment centers to manage the increase in hiring. The company will double the number of employees in research and development by 2020, especially at its two major R&D clusters in China and India. Currently, BASF has 300 employees working in R&D at 15 sites in Asia Pacific.
“Local innovation and local production are driving business growth in this region. We therefore want to develop new applications, products and solutions together with our customers in Asia, adapted for Asian needs, and then serve local markets primarily through our sites and our talent in the region,” continued Brudermüller.
Operating efficiencies with site optimization
BASF plans to reduce costs by at least €100 million annually by 2012, increasing the efficiency of its existing operations. An important aspect of this effort is the company's Site Optimization Project, which aims to increase capacity through debottlenecking production and by exploiting technical synergies, for example in production processes or across sites. All measures implemented under this project are expected to recoup their costs within one year.
Site optimization in Asia Pacific is ongoing at the company's integrated production sites in Kuantan, Malaysia, and Nanjing, China, as well as in Yeosu, Korea and other production sites in the region.
BASF
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