Capítulo 6. Plan de comunicación
6.1 Análisis de medios de comunicación actuales
6.1.1 Medios tradicionales
in substantially higher earnings
in BU Copper Products.
G R O UP M ANA GEMENT R EPOR T tion tion c onsolid a ted financial st a tement s c onsolid a ted financial st a tement sBusiness performance l Business Unit Recycling / Precious metals l Business Unit Copper Products
From an industry perspective, the automotive, enamelled wire production for white and brown commodities and mechanical engineering sectors, in particular, had a significantly higher demand for copper products. The demand from communication and special cable fabricators also rose perceptibly. The energy sector and the installation cable industry followed suit some- what less dynamically, but were also less strongly hit during the crisis due to structural factors. The construction industry with its demand for installation pipes and roofing copper continued to develop steadily.
Overall, there is substantial and wide support for the current upswing in the copper product markets.
Rod business nearly reaches pre-crisis level
The new fiscal year initially began with a slightly increasing demand for the most important Aurubis copper product. In January 2010 the crisis was finally history as a result of signifi- cantly rising AURUBIS ROD sales. Our long-term customer orientation, our production lines positioned across Europe and our rod products, which are tailored to market requirements, have substantially contributed to this. In order to supply our customers reliably and on time, the utmost flexibility was required for the increased business in the midst of continuing low inventories across the value added chain and persistently high copper prices. Our consistent strategic orientation allowed us above-average participation in the upswing together with our key customers.
Our four production lines were well utilised, with an output of 766,000 tonnes in the fiscal year, which represents growth of about 23 % as compared to the prior year (622,000 tonnes). Additional shifts were occasionally necessary to cover the demand. Furthermore, we produced 5,200 tonnes of special products in Avellino.
Overall, Aurubis marketed 759,000 tonnes of rod in the past fiscal year, a 22 % increase as compared to prior year sales (624,000 tonnes). In the process we increased revenues in the rod business due to our constant orientation toward high-value products.
Strong growth in sales of shapes
Aurubis significantly increased its production and its sales of shapes in the past fiscal year. As a supplier to the major integrated semis fabricators that have their own foundries, we were able to participate to an above-average extent in the upswing as a flexible custom foundry. Our focus on highly conductive quality products and specialties proved its worth yet again, further strengthening our position. The occasionally weaker euro also improved our international competitive situation. We subsequently increased our direct exports. At the same time, it became easier for our customers to export overseas, which led them to call forward higher quantities of shapes from Aurubis.
05 / 06 06 / 07 07/ 08 * 718
423 451
08 / 09 622
* incl. the wire rod production of Olen and Avellino as of 1 March 2008 WIre roD oUtPUt
in thousand t 09 / 10 766 800 600 400 200 0 222 266 232 153 ContInUoUs CAst sHAPe oUtPUt in thousand t 210 400 300 200 100 0
In the annual comparison the sales of shapes rose by 32 % to a total of 209,000 tonnes (159,000 tonnes in the prior year). Production climbed from 153,000 tonnes in the prior year to 210,000 tonnes, a 37 % increase.
Stronger demand for strips and drawn products again The strip and special wire business recovered considerably during the past fiscal year. There was strong demand for strips from higher grade alloys from the automobile industry starting at the beginning of the year, and the electronic and electrical industry followed suit. The good order inflow continued into the summer and only weakened towards the end of the year, as the customers’ warehouses had been refilled in the meantime, eliminating the restocking effect. The slitting centres Aurubis UK and Aurubis Slovakia were very well booked throughout the whole year and were largely able to avoid the generally more negative trend in the business environment.
Short-time working ended in the spring in all but a few sectors at Aurubis and was completely phased out before the summer holidays. Some employees were relocated internally to adjust the capacities to new market conditions. Our long-term programme for reducing costs, optimising our portfolio and increasing reve- nues in growing markets was successfully continued. The first positive effects of it have already been recognised in the results.
Aurubis Stolberg produced 51,000 tonnes of strips and drawn products in the past fiscal year, 12,000 tonnes or 31 % more than in the prior year. Strip production rose from 29,000 tonnes to 41,000 tonnes, or 41 %. Wire production remained almost constant at 10,000 tonnes. Both sectors continued the ten- dency toward higher value alloys and substantially increased their margins.
In the wire sector, sales of thinner high-quality wire increased. Aurubis Stolberg introduced BlueBrass® to test customers
for the first time during the past fiscal year. This lead-free, machinable alloy fulfils the requirements of the EU Restriction of Hazardous Substances Directive (RoHS) and the EU End of Life Vehicles Directive (ELV). In the strip sector, the product range was expanded by additional special alloys. The good quality of the hot-dip tinning in particular had a positive effect on demand.
Sales of pre-rolled strip increased by 44 %
In fiscal year 2009 / 10 Schwermetall Halbzeugwerk marketed a total quantity of 209,000 tonnes of strip products made of copper and copper alloys. The prior-year quantity was thereby exceeded by 64,000 tonnes, or 44 %. 05 / 06 06 / 07 07/ 08 60 08 / 09 39 67 62 13 16 16 10 54 46 44 29
CoPPer strIPs AnD sHAPeD WIres in thousand t 80 60 40 20 0 Shaped wires Strips 09 / 10 51 10 41