BASF - IT Sales Opportunities - 2008 by InfinitiResearch

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BASF AG is a transnational chemical holding company with more than 300 subsidiaries and affiliates. It has five business segments - Chemicals offers products for pharmaceuticals, construction, textile and automotive industries, such as basic petrochemicals, inorganic chemicals, intermediates and specialties. Plastics provides engineering plastics for plastic molders and manufacturers in various industries, as well as polyurethanes for different applications. Performance Products manufactures performance chemicals, coatings and functional polymers for the automotive, oil, paper, packaging, textile, sanitary care, construction, coatings, printing and leather industries. Agricultural Products & Nutrition supplies agricultural products and fine chemicals to the farming, food processing, pharmaceuticals, animal and human nutrition and personal care industries. Oil & Gas explores and produces crude oil and natural gas. BASF SE is based in Ludwigshafen, Germany

Industry trends and drivers have a direct or indirect affect on IT spending of all companies operating within an industry. For example – increase in sourcing from low cost countries might influence BASF to relook at their supply chains, resulting in selling opportunities for SCM solutions, collaboration tools etc. Thus, we can conclude that industry spending on any particular IT product or service is an important indicator of the criticality of that product or service for the industry. Based on the IT spend information available in ‘TechNavio’, we have computed a ‘criticality score’ for various IT products and services, for BASF

Various company level developments and events are important indicators of selling opportunities and drive the sales of IT products and services. For example – an acquisition by BASF might result in opportunities for IT migration and integration services. By tracking these sales drivers (using ‘TechNavio’), we have arrived at a demand score for each product and service.

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									         BASF
IT Sales Opportunities - 2008
                                                                                        B AS F - 2 0 0 8




                                   Table of Contents

1. Company Overvi ew ........................................................................ 4
  1.1 Bu sin ess Overview .................................................................... 4
  1.2 K ey Figu res ............................................................................. 4
  1.3 Corp orat e Headqu art ers ............................................................. 4
2. IT Sp ending and Depl oymen ts ......................................................... 5
3. IT Sal es Op p ortuni ties ................................................................... 6
  3.1 IT Sales Opp ortuni ti es - Software................................................. 7
  3.2 IT Sales Opp ortuni ti es - Hardware ................................................ 9
  3.3 IT Sales Opp ortuni ti es - Services ................................................ 11
4. Sal es Dri vers .............................................................................. 13
  4.1 Bu sin ess Risk Management ........................................................ 13
  4.2 Bu sin ess Port folio Man agemen t ................................................... 13
  4.3 Cap aci ty Exp an sion .................................................................. 14
  4.4 Collab orati on & Partn ership ....................................................... 14
  4.5 Empl oyee Prod uctivit y & Compen sation Management ....................... 15
  4.6 Exp andi ng R esearch & Devel opment Activities ................................ 15
  4.7 Geog rap hic Exp an si on ............................................................... 16
  4.8 In tel lectu al Propert y Management ............................................... 16
  4.9 In trod uci ng New Produ ct s .......................................................... 17
  4.10 Merg ers & Acqui si tion s ............................................................ 17
5. Con clu sion ................................................................................. 18
App endix A: K ey IT S pen ding Deci sion Makers ....................................... 19
  Brazil ......................................................................................... 19
  German y ..................................................................................... 19
  USA ........................................................................................... 20
App endix B: Defi nition s .................................................................... 21
  B.1 Soft ware ............................................................................... 21
  B.2 Hard ware ............................................................................... 23
  B.3 Servi ces ................................................................................ 24
App endix C: Meth odol ogy .................................................................. 26
  C.1 Eval u ati ng Cri tical ity Score ........................................................ 26
  C.2 Eval u ati ng Demand Score .......................................................... 29
Oth er Rep ort s in This S eri es .............................................................. 30




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                                   List of Exhibits
Exhibit 2.1: IT Deploym ent Details ....................................................... 5
Exhibit 3.1: Soft ware Sal es Opportunities Map ........................................ 7
Exhibit 3.2: Opp ortunities and Related Sal es Dri vers for Software ............... 8
Exhibit 3.3: Hardware Sales Opportunities Map ....................................... 9
Exhibit 3.4: Opp ortunities and Related Sal es Dri vers for Hardware ............. 10
Exhibit 3.5: IT Services Sales Opportuniti es Map .................................... 11
Exhibit 3.6: Opp ortunities and Related Sal es Dri vers for IT Servi ces ........... 12
Exhibit 4.1: K ey Capaci t y Exp an sion Plans ............................................ 14
Exhibit 4.2: K ey Geog rap hic Expan sion Plan s ......................................... 16
Exhibit C1: Cal culation s for Estimating Cri ticality Score ........................... 26
Exhibit C2: Cri tical ity Scores for Various Software Application s ................. 27
Exhibit C3: Cri tical ity Scores for Various Hardware Produ cts ..................... 27
Exhibit C4: Cri tical ity Scores for Various IT Servi ces ............................... 28
Exhibit C5: Cal culation s for Estimating Deman d Score ............................. 29




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                                                                                 B AS F - 2 0 0 8




1. Company Overview

1.1 Business Overview
BASF SE, formerly BASF AG, is a transnational chemical holding company for more than 300
subsidiaries and affiliates. It has five business segments. Chemicals offers products for
pharmaceuticals, construction, textile and automotive industries, such as basic
petrochemicals, inorganic chemicals, intermediates and specialties. Plastics provides
engineering plastics for plastic molders and manufacturers in various industries, as well as
polyurethanes for different applications. Performance Products manufactures performance
chemicals, coatings and functional polymers for the automotive, oil, paper, packaging,
textile, sanitary care, construction, coatings, printing and leather industries. Agricultural
Products & Nutrition supplies agricultural products and fine chemicals to the farming, food
processing, pharmaceuticals, animal and human nutrition and personal care industries. Oil &
Gas explores and produces crude oil and natural gas. BASF SE is based in Ludwigshafen,
Germany


1.2 Key Figures
The group recorded revenues of $85,180 million (€57,951 million) during the fiscal year
ended 31st Decemeber 2007 up from $69,445 million (€52,610 mi
								
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