
I. Sales Risks
Product sales
risk
Probability of occurrence Amount of damage
Moderate Moderate
Definition The risk is associated with the possibility and ability of successfully selling products
on target markets. It relates to the increasing negotiation power of buyers, economic
(in)stability of markets, growing power of competitors (on account of capital
concentrations) and the suitability of the elements of our own marketing mix
(price, product, market, promotion). The risk related to selling the flagship product,
titanium dioxide pigment, is present and arises from four critical factors: drop in
basic demand due to the decreasing economic activity of the leading economies,
expansion of production capacities in China and Mexico, protectionist policies of
the USA federal administration and the spread of the COVID-19 virus. The increase
of customs duties on imports of Chinese materials into the USA from 16% to 31%
presents the biggest challenge in the short term. At the same time, the issue of
growing production capacities in China is becoming a long-term trend, which will
affect significantly the industry structure also in the long term. Certain changes in
consumption related to the increase in DIY projects have reduced sales risk.
Management The risk is mitigated by expansion of the sales network, diversification of the
production and sales portfolio, introduction of new and shortening of existing
sales channels, development of marketing partnerships, and development of
new products that allow entry to new markets and industries. In the last years,
we have been actively reducing the product sales risk by optimisation of the
sales portfolio with exclusion of products with a high market risk. By way of
target-oriented technological investments, we are focusing our sales portfolio on
applications and markets of a more demanding nature with a higher quality that
represent a shift from the commodity markets, characteristic of which is lower
value added and high exposure to Chinese pigment at favourable prices. We also
manage sales risks through systematic monitoring and comparative analyses
of relevant industries (competitors and buyers), participation in marketing and
professional industry events and the introduction of standards for managing
quality, safety, the environment and health. The risk is managed through strategic
development and maintenance of the so-called compensation markets (USA,
Near/Middle East) where we can direct any surplus of unsold quantities, taking
into account their current profitability. This sales risk management strategy is
used to manage the loss of sales due to the COVID-19 virus epidemic.
Purchasing
risks related to
raw materials
and energy
Probability of occurrence Amount of damage
Moderate Moderate
Definition The Company is highly dependent on purchasing of quality and appropriately
priced raw materials and energy. These are mostly standardised raw materials of a
global character (which are often traded on organised markets), primarily titanium-
bearing raw materials, copper, zinc and sulphur. The negotiating power of suppliers
is high (and is rising). In the long-term, the risk is considerable in terms of prices and
also availability. Due to the growth of sales markets for titanium dioxide pigment in
2017 and at the beginning of 2018, market pressures increased significantly, which
caused high increases in the prices of titanium-bearing raw materials in the second
half of 2018. Between 2016 and 2018, the risk related to the purchasing of titanium
slag increased slightly due to the discontinuation of production of a long-standing
supplier (one of the two global producers), but we have managed to establish
business with a quality alternative supplier, so quantities are secured for the long
run. We estimate that the current market situation in the field of titanium-bearing
raw materials is relatively stable. Slightly less stable conditions exist in relation to
epoxy resins, where demand in the Asian market exceeds supply. The risk in the
area of energy products (gas and electricity) is important mostly in the long-term
due to the expected trend of growing prices and objective long-term limitations
of resources. In 2018, the prices of energy products related to crude oil increased,
but the situation stabilised in the second half of the year and in 2019. Between the
first and the second epidemic wave, the energy market declined. An increase in
energy prices is expected or has to some extent already materialised. Transport
restrictions in the first and second quarters of 2020 resulted in lower oil prices. The
last quarter, however, was characterised by growth and exceeding the initial prices.
Lower operating levels of refineries during the epidemic and the replacement of
fossil fuels increase the possibility of sulphur price volatility. We estimate that in the
next medium-term period the supply of energy will be good and that the market,
including price levels, will stabilise. We assess the risk as relatively manageable.
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