In the face of the sovereign debt crisis in Europe, the major iron and steel enterprises in Germany - ThyssenKrupp and Salzgitter steel company adopted a different strategy for the iron and steel production and sales. In the whole of 2012 the ThyssenKrupp Group net loss is expected to reach 5.04 billion euros, a decrease of 40% in the third quarter of 2012, its domestic rival Salzgitter steel company earnings. After going through a difficult 2012, the German economy and the steel drill rig industry into the new year does not mean that the market prospects have improved markedly.
Like other parts of the world, the European steel companies are also facing overcapacity, falling prices and the high cost of jaw crusher making raw materials, and other issues.ThyssenKrupp Group earnings loss of key of ThyssenKrupp Bo Meizhou steel segment and European steel segment. The Americas division is preparing to sell the European division is also facing the problem of market turns. market downturn in 2012, the ThyssenKrupp the European steel segment earnings dropped 83%. Performance-oriented strategy based ThyssenKrupp Group, under the losses departments will face the same fate as the steel segment and the Americas.
ThyssenKrupp will also continue to retain the European steel segment, but if the next 1-3 years, can not be achieved earnings may be Group peeling. ThyssenKrupp to sell its stainless steel business, the future integration of the business will also be more open. ThyssenKrupp, the implementation of a clear business strategy, and that each of its business must meet key performance indicators, or the management of the Group will be looking for a new direction. Using efficiency audits, ThyssenKrupp data used to support its the Americas steel segment and other decision-making. The latest management changes show that the transfer of ThyssenKrupp from iron and cone crusher production. In accordance with the previous management, ThyssenKrupp will not peel off the steel business, but the implementation of different management business integration will make it more open.The Salzgitter steel company efforts to adapt to environmental changes, increasing market share, 2011, the company put into operation the second seat electric furnace. Salzgitter steel company profits due to high raw material costs and steel prices weakened, but still have the ability to benefit from the focus of the German steel market.
Salzgitter steel company production and sales is not a problem, the key is the profitability, and therefore need to reduce costs through internal refactoring.Steel company Salzgitter efforts to ensure that the major share of the steel market in Europe (especially Germany), ThyssenKrupp as a diversified group of its various departments develop more stringent operating objectives, no goals The department will be looking for a new direction. Germany's economy has not been a tightening of fiscal policy and the impact of the weak economic growth of neighboring Mediterranean countries, intra-European trade will help ensure the smooth operation of the German iron and steel enterprises.In 2010-2011, Germany, France and the Scandinavian countries the steel market downturn, but the German iron and steel enterprises to maintain profitability.
On the consumption side, despite Germany's domestic ceramic ball demand is relatively stable, but also by the negative impact of sluggish demand in other countries.The good performance of Germany's leading car manufacturers, such as Daimler - Mercedes-Benz, BMW and Volkswagen, the main benefit from the export market demand, but that does not mean that the plight of rolled iron and steel enterprises in Germany have been in the past. French car maker Renault and Peugeot car companies face a more difficult market environment. The auto industry production cuts will exacerbate the the European steel overcapacity pressure, suppress the price of steel.Over the past year, the market is highly competitive seriously affect the performance of the German iron and steel enterprises.
In August 2012, Russia formally joined the World Trade Organization, will lead the German iron and steel enterprises must directly face the competition of cheap steel imports from Russia. Once the European steel prices will attract more imports. German steel prices largely depends on the changes in the international market, especially on the Russian and Chinese steel export prices.
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