7/20/2014

Energy Market Privatization

ABSTRACT

Energy market relates to everyone, no matter people or company need to live on it. So the governments deal with it very carefully, especially when they decide to involve private sector in the provision of public infrastructure and related services. There are three popular ways of privatization of energy market- BOT, BOO and BOOT. In this report, it states the key features of each method at first. Then three cases from three countries are provided. The Malaysian case provides a fail example of BOT, but the Chinese and Egyptian cases are the success examples. After the cases, it finds out that there is no "one size fits all" method in the field, and the government can choose any method of privatization. However, no matter what method government chooses, it should maximum the benefits of the public.    

 

 

 

INTORDUCTION

Energy market is very important for everyone, because people needs energy (e.g. gas and electricity) to live, and companies need energy to operate. In the past, the energy market is controlled by the government. But recently, in many countries, high growth in the demand for power (etc.electricity, gas) plus limited capital for power plant construction, has led to consideration of independent private power generation. Especiallyin the mid-1980s, many Asian countries turned to the privatization of infrastructure to overcome problems which threatened to constrain economic growth (Smith, 2010). In this report, it will first introduce three popular ways of structuring private power projects- BOT, BOO and BOOT. After that, three cases will be provided, two from Asia and one from EgyptAnd at the end of the report, a conclusion will be given. 

 

BOT, BOO and BOOT

Three of the most popular ways of structuring private power projects are: build-own-transfer (BOT) or build-own-operate (BOO). Projects structured this way allow countries to develop new power plant capacity without major capital investment by the government. Industrial growth in developing countries is the major reason for electricity demand growing at 10 percent to 15 percent or more per year. Electricity, for instance, under BOT a plant is constructed and operated for a predetermined period of time by a private electric power company. At the end of a specified period the plant is transferred to the country's electricity generating authority at no cost. Usually, a power plant has approximately another 10 years of life when it is handed over. A BOO developed power plant, on the other hand, is built and operated by the private electric power company for the life of the plant(Smith, 2010). 

 

There are several variations of the BOT format, and the most significant difference among them lies in the issue of ownership of the infrastructural facilities and equipment (Mcmullan, 2010). 

The "build-own-operate transfer"(BOOT) scheme refers to an arrangement whereby the sponsor possesses ownership of the facility during the operating period of the concession, only at the end of which is ownership (as well as operating and financial control) turned over to the state. It is a form of project financing, wherein a private entity receives a concession from the private or public sector to finance, design, construct, and operate a facility stated in the concession contract. It enables the project proponent to recover its investment, operating and maintenance expenses in the project. Due to the long-term nature of the arrangement, the fees are usually raised during the concession period. The rate of increase is often tied to a combination of internal and external variables, allowing the proponent to reach a satisfactory internal rate of return for its investment (Handleya, 1997).

CASE STUDY

In Asia, the governments have latched on to the BOT concept as an important alternative for enhancing economic growth and development, or at least as a quick fix for problems associated with the demand for the establishment of infrastructural facilities. However, achieving the basic BOT goals has proven to be difficult, as examples in Malaysia.

-Malaysia's Power Project

In Malaysia power generation BOT projects were built upon a weak industrial structure. In 1992 the government handed out a number of concessions to separate sponsors, and the state power monopoly, Tenaga Negara Bhd., had to sign power purchase agreements with all. This accelerated the development of power generation capacity. But, at the government's order, Tenaga had to pay the private producers plant-gate prices that were roughly the same as Tenaga's own sales price to the public, less delivery costs. It meant that profitable Tenaga was delivering the private power to consumers for free, and paying the private concessionaires more for the power than Tenaga's own production costs. This became a more significant problem when national power capacity far outran supply in 1995, due to expansion by both the private producers and Tenaga. With the oversupply of power, and its commitment to buy the power of the independent producers, Tenaga had to take less power from its own plants. This would effectively further encroach on its own profitability and create potentially serious conflicts.

Actually, the important identifying criterion of a BOT is that it is a project that can be economically and operationally "ring-fenced." That is, it can be isolated from related operations so that its revenue streams and cost basis can be clearly identified and assessed. This is crucial not only for determining the commercial viability of a project but also for its successful launching and management. Beyond this, from the standpoint of sponsors and investors, there are several aspects which are essential to making a BOT project successful. These include: a recognition by the government, in all its parts, and the public generally of the legitimacy of private operation of infrastructural facilities; a recognition of the user-pays principle as central to the success of a BOT project; a fair and attractive rate of return for sponsors; the enforceability of the concession contract, including a transparent regulatory environment and a suitably developed legal system that assures fair dispute resolution; and assurances of payment in cases where the principal buyer of the project's service or product is a state-owned-enterprise, as in independent electric power producer BOTs. Secondary requirements to a project's success include exclusivity, assured convertibility or repatriation of profits, availability of exit paths for sponsors and investors, and clear avenues of conflict resolution (Hill, 1995).

For example, the flowing case of china seems much more successful.

-China's Shajiao B Power Plant Project

Located in the Hong Kong border area of China's Guangdong province, the US$550 million, 700 megawatt Shajiao B project was developing Asia's first large independent power producer (IPP) program. In 1984 the local government of the fast-growing area, realizing it urgently needed better power generation capacity, accepted a proposal by Hong Kong construction firm Hopewell Holdings to develop a plant on a BOT basis. Risks were high because the BOT structure was very new to Asia and China had no policy on foreign investment into infrastructural development, which was controlled by the country's state-owned enterprises. The project proceeded on the basis of Hopewell founder and chief executive Gordon Wu's good relations with government officials and state enterprises in both Beijing and Guangdong. In addition, the government shouldered a significant portion of the risk, while offering disproportional rewards to Hopewell. A government owned investment unit became a significant equity partner, and another state-owned entity guaranteed power purchase payments and foreign exchange risks. Meanwhile Hopewell, which was the major contractor to the project as well, arranged that it (as equity partner) would be paid a large cash bonus and preferential share of tariff receipts (compared to other investors) for beating the construction deadline. This amounted to more than US$50 million. These payments ensured that, for Hopewell, Shajiao B would make an estimated 25-30 per cent return on equity, thus reducing its capital exposure very quickly. In essence, China's acceptance of a very high level of profitability and very early payback for the sponsors, in return for the latter's commitment to provide new power capacity rapidly, made the project work (Handleya, 1997). 

Apparently, not all countries are the same. In some countries, such as Egypt, CanadaAustralia and New Zealand, the term used is Build-Own-Operate-Transfer (BOOT).

-Egypt

Egypt had installed generating capacity of 17.06 gigawatts (GW) as of 2004, with plans to add 4.5 GW of additional generating capacity by 2007 and 8.38 GW by 2012. Around 84 percent of Egypt's electric generating capacity is thermal (natural gas), with the remaining 16 percent hydroelectric, mostly from the Aswan High Dam. All oil-fired plants have been converted to run on natural gas as their primary fuel. With electricity demand growing, Egypt is building several power plants and is considering limited privatization of the electric power sector. Egypt's power sector is currently comprised of seven regional state-owned power production and distribution companies, which were held by the Egyptian Electricity Authority (EEA) (Mbendi Information services, 2010). 

Egypt has several privately-owned power plants currently under construction which were financed under Build, Own, Operate, and Transfer (BOOT) financing schemes. BOOT projects are used to fund large-scale public infrastructure without affecting the country's debt profile. Private developers are allowed to recover their costs of construction through ownership and operation of the plant for a fixed period before handing it over to the state. The first BOOT project was a gas-fired steam power plant with two 325-megawatt (MW) generating units, located at Sidi Kerir on the Gulf of Suez. The plant cost $450 million, and began commercial operation in late 2001. Electricity from the plant is priced at 2.54 cents per kilowatthour. This competitive price stems largely from the availability of cheap natural gas -- to be supplied by Egypt's EGAS -- as a feedstock. U.S.-based InterGen (a joint venture of Bechtel Enterprises and Shell Generating Ltd.), along with local partners Kato Investment and First Arabian Development and Investment, have the 20-year BOOT contract for Sidi Kerir. The second BOOT power project award went to Electricite de France (EDF), for two gas-fired plants to be located near the cities of Suez and Port Said. Each plant will have an installed capacity of 650 MW, and the project cost will total around $900 million. The price for power from the EDF plants will be 2.4 cents per kilowatt hour (Kwh), the lowest price yet offered for a BOOT plant. The plants both began commercial operation in 2003 (Mbendi Information services, 2010). 

EEHC-owned projects currently under construction include the 1,500-MW plant planned at Nuberiya in the western Nile Delta near Alexandria. The first 750-MW generating unit at Nuberiya is scheduled to begin operation by the end of 2005. The 64-MW Nag Hammadi hydropower project is under construction, with European Investment Bank financing, and is scheduled for completion in 2006. After several years of delays, the 1,500-MW capacity expansion at the Cairo North power complex came online in mid-2004. A contract has been awarded to Russia's Power Machines Group for the refurbishment of the turbines at the Aswan High Dam. The project will extend the operational life of the turbines by about 40 years and increase generating capacity at the dam from 2,100 MW to 2,400 MW (Mbendi Information services, 2010). 

Egypt is also planning to build a part-solar power plant at Kureimat as a BOOT project, which will have 30 MW of solar capacity out of a total planned capacity of 150 MW. The World Bank will provide a financing package from its Global Environmental Facility which will offset the cost difference between the solar capacity and thermal capacity. A Netherlands-funded project is building 60 MW of wind power units in the Suez Canal area. Egypt also has a 22-MW nuclear research reactor at Inshas in the Nile Delta, built by INVAP S.A. of Argentina, which began operation in 1997. 

Work has been completed on the interconnection of Egypt's electric transmission grid with other countries in the region. The Five-Country interconnection of Egypt's system with those of Jordan, Syria, and Turkey was completed by 2002. Egypt also activated a link to Libya's electric grid in December 1999 (Mbendi Information services, 2010). 

From the Chinese and Egyptian cases, we can see that although there are some successful programs of privatization, but the governments still play a very important role in the energy market. 

 

 

 

CONCLUSION

BOT, BOO and BOOT are three popular ways of privatization in energy market. In some level, it can reduce the financial pressure of the governments. The government can choose any of them depends on the governments need. The cases from three countries indicate that there is no "one size fits all" format of privatization in energy market (infrastructure construction). The government should choose the way of privatization based on the situation of country. Also, the governments should use these methods in a proper way, because even using the same method, the results may be different. And no matter what method the government chooses, it should maximum the benefits of public as the energy market is related to everyone. As the nature of the energy market, the governments will still play a very important role in some countries, especially in some developing countries.

 

 

REFERENCES

Handleya. P, (1997) 'Critical View Of The Build-Operate-Transfer Privatization Process in Asia', Asian Journal of Public Administration Vol 19, No 2 (December 1997) 203-243

 

Hill. C, (1995), 'A Dam Too Far', Institutional Investor

 

Mcmullan (2010) Build own operate transfer (boot) projects

http://www.mcmullan.net/eclj/BOT.html

 

Mbendi Information services, (2010) 'Electrical Power in Egypt' Retrieved 23rd September 2010, from http://www.mbendi.com/indy/powr/af/eg/p0005.htm

 

Smith. D, (2010), 'Private ownership of electric power is more efficient and reliable than public-owned plants' Retrieved 23rd September 2010, from http://www.powergenworldwide.com/index/display/articledisplay/45943/articles/power-engineering-international/volume-3/issue-features/feature-article/private-ownership-of-electric-power-is-more-efficient-and-reliable-than-public-owned-plants.html

 

8/14/2013

Sample assignment: Adelaide Football Club

Executive Summary

Adelaide Football Club (AFC) is a famous club in Australia, it plays games in AFL and other matches. It provides high-level matches for its customers (fans), so that satisfies customers' needs. Although there are some micro and macro environment factors affect AFC, it still runs well in the recent years. Also AFC segments its market in two ways, by geography and by age, and it helps AFC runs more efficiency and effective.

 

 

 

Introduction

Adelaide Football Club (AFC) is a famous football club in Australia. It established in late 1990, competes in the Australian Football League. Based at AAMI Stadium in the South Australian capital of Adelaide, the club has won two premierships in 1997 and 1998. The official colours are navy blue, red and gold. So far the club has two offices, one is in Adelaide, and the other in Melbourne. (AFC, 2009)  As a football club, its main product is not physical object, but is the performance of the players in each match. Through their outstanding performance, the club can attract more fans and sponsors, so that the club can get more benefits. In the rest of this report, it will review the appropriateness of its product by analysing market environment, type of product and target segment.

 

Discussion

 

Market Environment

 

The marketing environment surrounds and impacts upon the organization. There are three key perspectives on the marketing environment, namely the 'macro-environment,' the 'micro-environment' and the 'internal environment'. (Marketingteacher, 2009) In this section, it will discuss from two market environment- micro-environment and macro-environment.

According to Kotler et al (2006) the microenvironment refers to the forces that are close to the company and affect its ability to serve its customers. It includes the company itself, its suppliers, marketing intermediaries, customer markets, competitors, and publics. Among these micro-environment elements, the competitors have more effect on AFC than other elements.

Some markets are very competitive, with a number of vendors selling the same kinds of products or services. Conversely, some markets have low or no competition, particularly if the industry is protected by government legislation. (EcnomyWatch, 2009)  The market which AFC in is very competitive, because there are many other teams play the same sports as AFC. In AFL, there are total 16 teams. So within Australia, there are 15 competitors. But in the whole world, its competitors are countless. That is because, some Australian may be not the fan of Australian rules football, maybe they like soccer, and they maybe the fans of Manchester United. So in this level, Manchester United also can be treated as AFC's competitor. Focus on the Australian market, Geelong Football Club affects AFC a lot among the 15 competitors. There are two reason for that, the first one is from geography perspective. The below figure shows the 16 teams in AFL, it clearly there are two teams near AFC, one is Port Adelaide, and the other one is Geelong. People always choose the club near them because it is easy for them to watch the game.

 

The second reason is Geelong has very good results in the past. It has been playing in the Australian Football League, it has been VFL/AFL premiers eight times and won a record nine McClelland Trophies. Formed in 1859, Geelong is the second oldest club in the AFL after Melbourne and one of the oldest football clubs in the world. Geelong was an under-achieving club. Despite playing in five Grand Finals it took 44 years until it won another premiership- an AFL-record 119-point victory in the 2007 AFL Grand Final. Despite recording the most successful home and away season in the game's history, the club went one win short of back-to-back premierships in losing the 2008 AFL Grand Final, but won the 2009 Grand Final against St Kilda. (GFC, 2009)

From these two points of view, Geelong Football Club is the major competitor for AFC. But fortunately, AFC still have some advantages, such as number of members. AFC continued to rank number one for membership in the AFL during season 2008. Its average home game attendance was 40,683 compared to Port Adelaide's 23,841. The AFL average was 36,996.  The figure below shows 2008 ticketed members for each AFL team. (AFC, 2009)

To sum up, although AFC has many competitors, and its competitors get stronger and stronger, AFC still performance well.

From the macro-environment perspective, macro-environment means the larger societal forces that affect the whole microenvironment- demographic, economic, natural, technological, political and cultural. (Kotler et al, 2010, P134) Among these six factors, three factors can affect AFC. First one is demographic, it has bad effect to AFC. The population of Australia is not big which is only 20 million. That means this market is not big. The figure below shows the population in different States. (ABS, 2009)

From the figure, it shows South Australia only has 2 million people, but has two AFL team, this information is not good for AFC. The second factor is economic. As the global economic recession in 2007 and 2008, Australian income is declined, potentially people would choose spend less money on some entertainment, such as watching AFL. But lucky, AFC's members keep increasing in recently years. The third factor is culture which has positive effect on AFC. According to ABS (2007), more than 30% SA people attended AFL in 2005-06. It is twice than the average of Australian sports attendance in AFL.

To sum up, form macro-environment, it affects AFC in both positive and negative way. But in the overall level, it has positive effect.

 

Type of product

 

Product is anything that can be offered to a market for attention, acquisition use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organisations and ideas. (Kotler, et al, 2010, P7) And service can be defined as deeds, efforts, or performances. (Berry, 1980, P20-24) For the AFC which is the football club, it belongs to the service market, because though it provides service (performance of players) to its customers, and makes its customers fun and relax. In the rest of this section, it will state the three level of AFC's product (service).

  1. Core product.  Core product refers to the benefit of the product (service) that makes it valuable to buyer. (marketingteacher, 2009) AFC provides the matches for the fans (buyer), the fans want their team win the games, so they can feel happy, relax and exciting.
  2. Actual product.  The actual product must then reflect the core product in its characteristics, packaging, branding, and quality. (Pike, 2006) For AFC, because their actual product is service which is intangible, it doesn't need to be packed and labelled. And according to Kotler (1996) a brand is a name, term, sign, symbol or design or combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. So its brand is Adelaide Football Club, or Crows.
  3. Augmented product. It is usually consists of lots of added value, for which the buyer may or may not pay a premium. For AFC, its augmented product may include some gifts, sports dress and souvenirs from team. There is a shop called CROWmania in Adelaide sold these kinds of goods, and it promises that 100% team products. Also, the fans can buy this kind of goods on online on AFC official website.

 

Target segment

 

In general, dividing the market into different segmentations and applying different strategies for each segment based on their characteristics and needs is crucial in order to come up with effective marketing plans. Traditionally, researchers have examined different demographic factors, such as gender, age, education level, and household income to determine whether segmenting the market based on these characteristics is beneficial (Dietz-Uhler et al, 2002) For AFC, its market can be segmented in two ways, geography and aged.

There are two offices of AFC, one is in Adelaide, and the other in Melbourne. The club sets an office in Melbourne because Melbourne has more population than Adelaide and not far from Adelaide. Through an addition office, the club can get more members of Club, and improve its financial performance. The fans from Adelaide and Melbourne may have different characteristics and needs.

The fans from Adelaide: these fans (customers) are easier to be held by AFC, because there are only two teams in Adelaide. They won't become other team's fans unless AFC does so bad in certain season. So far, AFC does not bad, so they will still be the fans of AFC. All they want is AFC plays well in all matches in the season.

The fans from Melbourne (or other places in Victoria): these fans (customers) are not stable compared with the fans from Adelaide. As mentioned above (from the first figure), there are ten teams in Melbourne area (includes Geelong), and there are total 16 teams in the AFL. So the people in Melbourne have at least 10 options to decide which team they support. Consequently, AFC wants to increase its market share in Melbourne is very hard. But in the bright side, Victoria's population is 2 times than South Australia. Compared with fans from Adelaide, fans from Melbourne have their own needs, for example, maybe they can not go back Melbourne immediately after the matches finish, they may need some places for stay overnight. Also, the transport cost is a problem of these fans. If the club has free coach from Melbourne to Adelaide, the customer satisfaction will increase dramatically.

AFC also segments its market by age. But it does not so well in this way, it just has two categories- one is kids, and the other is people exclude kids. It should be classified into more sub-groups. According to ABS (2005), it shows that people in age from 25 to 44 are more like to participate in sports. Also, generally, people in this age have job, in another word, they can afford the tickets. AFC should treat these people specially, because these people are its main customers (fans). And their needs are simple, all they want is just a fantastic game. There is another benefit from focusing on these group people. Because these group people often have family, their kids or their partner, maybe they will come to watch the game together. Potentially, their kids or partner will become the fans (buyer). The club's customer size will be increased. Also this group (age between 25 to 44) can be segmented by gender, because male and female fans have different needs. (Clark et al, 2009) And as males are typically thought to be more involved with sports than females, AFC should consider male fans' special needs, such as big sports clothes. (Galen et al, 2008) For the kids group, their needs are different from adults, they maybe not so interest in the matches. Maybe they like the mascot more. Also, on the AFC's website, there is a special link for kids. So far, because AFC does not bad in AFL, it can say that all its fans' needs are satisfied.    

 

 

Conclusion

AFC's product is not physical object, but service. It provides performance for the customers (fans). And its customers' need is AFC plays well in the AFL or some other matches. Both micro and macro environment have effect on AFC, but so far, AFC runs well, it provides the good matches to fans (buyer). So its customers' needs are satisfied.

 

Recommendations

As mentioned above, AFC needs consider how to segment its market. And it is recommended that AFC should focus on its fans (customer) in age from 25-44. That will make its business more effective and efficiency.

 

 

 

 

Reference List

Books and Journals

 

1. Berry, L., June 1980, Services Marketing Is Different, Business Magazine

 

2. Clark, J., Apostolopoulou, Artemisia, Gladden, James M.2009,  Real Women Watch Football: Gender Differences in the Consumption of the NFL Super Bowl Broadcast , Journal of Promotion Management; Vol. 15 Issue 1/2, p165-183,

 

3. Dietz-Uhler, B., Harrick, E. A., End, C., & Jacquemotte, L. 2002,. Sex differences in sport fan behavior and reasons for being a sport fan. Journal of Sport Behavior, 23,

 

4. Galen T. Trail, Matthew J. Robinson, and Kim, Y 2008,Sport Consumer Behavior: A Test for Group Differences on Structural Constraints, Sport Marketing Quarterly, 2008.17. 190-200,

 

5. Kotler, Phillip and Armstrong, G, 2006, Principles of Marketing 12th edition,  Pearson Education Inc. New Jersey

 

6. Kotler, Brown, Adam, Burton and Armstrong. 2010, Marketing, 8th edition, Pearson Education Australia, Frenchs Forest

 

7. Kotler, Philip., 1996, Marketing Management Analysis, Planning, Implementation, and Control. 8th  edition. New Delhi: Prentice-Hall of India Pvt. Ltd.

 

8. Pike W, 2006, The demise of independent wine production in France: a marketing challenge? International Journal of Wine Marketing

 

Websites

 

9. Australian Bureau of Statistic, Jun 2009, Australian Demographic Statistics http://www.abs.gov.au/ausstats/abs@.nsf/mf/3101.0

 

10. Australian Bureau of Statistic, 2005, 1301.0 - Year Book Australia, 2005, http://www.abs.gov.au/Ausstats/abs@.nsf/46d1bc47ac9d0c7bca256c470025ff87/daaada81176e2f89ca256f7200833023!OpenDocument

 

11. AFC, 2009, The Club, http://www.afc.com.au/the%20club/tabid/4491/default.aspx

 

12, AFC, 2009, Corporate Packages 2009, http://www.afc.com.au/hospitality/tabid/4562/default.aspx

 

13. Economywatch, 2009, Market types, http://www.economywatch.com/market/market-types/

 

14. Gautam, J. 2009, Marketing environment, http://knol.google.com/k/marketing-environment#

 

15. Geelong Football club, 2009, Detailed history http://www.geelongcats.com.au/gfc%20history/tabid/4015/default.aspx

 

16. Marketingteacher, 2009, the marketing environment, http://www.marketingteacher.com/Lessons/lesson_marketing_environment.htm

 

17. Marketingteacher, 2009, Three level of product, http://www.marketingteacher.com/Lessons/lesson_three_levels_of_a_product.htm