VISTA

CAPITAL

THE INVESTMENT
JOURNEY OF
BLUESCOPE IN
VIETNAM
[email protected]

https://www.nsbluescope.com/vn

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 MEMBERS
VISTA
CAPITAL Leader
Võ Chung Nhân
Mssv 23RO131008

Trương Bảo Hân Nguyễn Đình Bách

Mssv 24RO131003 Mssv 24RO131002

Nguyễn Minh Quân Huỳnh Thu Hiền

Mssv 23R0131012 Mssv 22RO131005

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CONTENT VISTA
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01 Introduction

02 Introduction to the NSBluescope

03 SWOT Analysis

04 Market and Industry Analysis

Strategic Alliances and Partnerships of

05 BlueScope

06 BlueScope’s International Business Strategy

Social and Environmental Risks and Impacts in

07
International Operations
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 VISTA
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RATIONALE BEHIND
THE TOPIC
NS BlueScope is a major global player in steel manufacturing, and its
investments in international markets are crucial for its growth. Vietnam is a key
market due to its rapid economic development and demand for steel products.
This report looks at how NS BlueScope makes strategic investment decisions in
such markets, manages risks, and takes advantage of new opportunities.
 OVERVIEW
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This report focuses on ns 01 Strategic Investments
bluescope corporation's Evaluate strategic role of investments in Vietnam.
international investments,
highlighting their importance in 02 Market Dynamics
the company's global expansion,
Analyze key drivers and barriers influencing investment
risk management, and decisions.
opportunity optimization. as a
leading steel manufacturer, ns
03 Performance and Impact
bluescope's strategies in Review performance outcomes and impact on local market
international markets are crucial development

for its competitive advantage, 04 Actionable Recommendations

financial performance, and long-
Provide strategies to optimize investments in
term sustainability, offering Vietnam.
valuable insights for
stakeholders. Copyright@vistacapital
 VISTA
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SCOPE
01 Geographical Focus
NS BlueScope’s operations in Vietnam within the
Southeast Asian market.
02 Market Coverage
Key sectors like construction, industrial projects, and
infrastructure.

03 Industry Trends
Global steel trends, including decarbonization, digital
transformation, and urbanization.
04 Investment Analysis
Financial investments, manufacturing facilities, and product
innovation.
05 Sustainability Impact
Alignment with Vietnam’s environmental goals through
green products and renewable energy-powered operations.
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METHODOLOGY

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Data Collection Data Analysis Sources for Validation

• Interviews with executives

• Economic modeling • World Steel Association
• Corporate publications
• Comparative market analysis • OECD Steel Committee
• Industry studies
• Risk assessments reports
• Government reports
• Vietnam Steel Association
• Market intelligence platforms
• UNCTAD
• Peer-reviewed journals

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 TIMELINE NS BlueScope Coated Products is a 50:50 joint venture between BlueScope Steel
Limited and Nippon Steel Corporation. Established in 2002, the joint venture
focuses on manufacturing premium coated steel products for the building and
construction industry.
.
Officially named NS
Expanded presence in
BlueScope Coated
India with a new
Products.
manufacturing plant.

2002 2003 2004 2012 SOON

Expanded operations to
Joint venture formed by
the United States
BlueScope Steel and Nippon
Steel.
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BUSINESS AREAS

01 Construction &
Infrastructure
Supplying steel for buildings.

02 Industrial Manufacturing
Serving industries like automotive and appliances

03 Renewable Energy & Sustainability

Providing steel for renewable energy projects.

04 Agriculture & Rural

Development
Offering steel products for agricultural structures.

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Product Portfolio
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1.Coated Steel Products CAPITAL
⚬ COLORBOND® Steel: Pre-painted, durable, and available in a range of colors for roofing
and cladding.
⚬ ZINCALUME® Steel: A zinc-aluminum-coated product, ideal for harsh environments.
⚬ GALVABOND® Steel: Hot-dip galvanized steel for rust resistance and structural reliability.
2.Structural Steel Products
⚬ LYSAGHT® Steel: Used in industrial and commercial buildings for beams, columns, and
roofing.
⚬ Pre-engineered Building Systems: Easy-to-assemble, cost-effective solutions for
industrial and commercial spaces.
3.Building and Roofing Solutions
⚬ LYSAGHT® Roofing Systems: High-strength and available in various profiles for
residential, industrial, and commercial use.
⚬ LYSAGHT® Roofing Accessories: Guttering, flashing, and ventilation systems to
complement roofing products.
4.Pre-finished and Specialty Steel Products
⚬ Specialty products, including solar reflective steel, enhance energy efficiency in buildings
and meet niche industrial needs.
5.Environmental and Sustainable Products
⚬ Green and Sustainable Steel: Certified eco-friendly products with low carbon footprints,
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ORGANIZATIONAL STRUCTURE AND OPERATIONAL
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Organizational Structure Operational Scale

Joint Venture Two major plants in Vietnam

Executive Team High-volume production capacity

Strong distribution network in

Divisions Vietnam and Southeast Asia

Focus on renewable energy use and

Support Functions
green products

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 Market Leadership and
STRATEGIC FOCUS Growth

Expand market share in construction and

AREAS industrial sectors.

Strategic Partnerships and Local

Engagement Sustainability and
Decarbonization
Strengthen local partnerships
Reduce environmental impact through
and contribute to Vietnam's
green steel production.
economic development.

Innovation and Technology

Invest in advanced manufacturing

technologies and R&D.
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 VISTA
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SWOT ANALYSIS OF
NS BLUESCOPE

NS Bluescope was established to meet the demand for high-quality steel

products in the Vietnamese market. Below is the SWOT analysis of NS
Bluescope, which outlines the strengths, weaknesses, opportunities, and threats
the company faces in the competitive steel industry in Vietnam.
SWOT ANALYSIS OF NS BLUESCOPE
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Strengths Weaknesses

Strong brand and Global Reputation, Superior Competition from Local Players, Unclear Brand
Product Quality, Financial Strength and Scale of Positioning in the Vietnamese Market, Difficulty in
Parent Company, and Highly Skilled Workforce. Maintaining Consistent Quality Standards.

Opportunities Threats

Midstream Expertise, Growth of the Construction Lower Production Costs of Local Competitors and
and Infrastructure Sectors, Green Technology and Market Understanding and Customer Acceptance.
Sustainable Production.

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SWOT ANALYSIS OF NS BLUESCOPE
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Strengths

• Strong Brand and Global Reputation: Bluescope Steel boasts a well-recognized global
brand with over 160 years of experience in the steel industry.

• Superior Product Quality: NS Bluescope is distinguished by its high-quality steel

products that meet international standards.

• Financial Strength and Scale of Parent Company: Bluescope Steel, the parent
company of NS Bluescope is a large and financially solid corporation.

• Highly Skilled Workforce: The company prioritizes hiring highly qualified professionals
with deep expertise in the steel industry, from production engineers to R&D specialists.

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SWOT ANALYSIS OF NS BLUESCOPE
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Weaknesses

• Intense Competition from Local Players: Local competitors like Hòa Phát
and Hoa Sen have a stronger market share in Vietnam's steel industry.

• Unclear Brand Positioning in the Vietnamese Market: NS Bluescope faces

the challenge of building its brand and reputation in a market that already has
strong domestic competitors.

• Difficulty in Maintaining Consistent Quality Standards: Contractors and

consumers may favor cheaper steel products over quality.

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SWOT ANALYSIS OF NS BLUESCOPE
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Opportunities

• Midstream Expertise: NS Bluescope is strong in the midstream steel industry

thanks to its modern manufacturing technologies, efficient supply chain
management, and focus on high-end products.

• Growth of the Construction and Infrastructure Sectors: Take advantage of

this opportunity to supply durable, cost-effective steel products for these
construction projects.

• Green Technology and Sustainable Production: As environmental regulations

become stricter, NS Bluescope aims to reduce carbon emissions in the future.

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SWOT ANALYSIS OF NS BLUESCOPE
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Threats

• IntenLower Production Costs of Local Competitors: Local steel

manufacturers, particularly Hòa Phát and Hoa Sen, have a cost advantage due to
their lower production costs, which allows them to offer lower-priced products.

• Market Understanding and Customer Acceptance: Local companies have

established long-term relationships with contractors, investors, and customers.
While Bluescope is a prominent international brand, it still faces competition from
domestic players in gaining consumer trust among Vietnamese buyers.

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 VISTA
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VALUE CHAIN
OF NS
BLUESCOPE
 VISTA
VALUE CHAIN OF NS BLUESCOPE
CAPITAL
Activities
Primary

Supply Cosumer
Operations Distributio R&D
Chain service
n

Profit
Firm Infrastructure (Value creation)
Secondary
Activities

Human Resources

Finance

Procurement
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4. MARKET
AND INDUSTRY
ANALYSIS

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 Vietnam International
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Domestic Growth Drivers: Global Demand: CAPITAL

OVERVIEW • Infrastructure Projects: Vietnam's

rapid urbanization and government
• Strong demand in emerging markets
like India and Southeast Asia.

OF THE investment in infrastructure

development (e.g., roads, airports,
• Shift towards high-strength,
lightweight, and sustainable
housing) have fueled demand for materials.
BUILDING construction materials. Competition:
• Industrial Expansion: Growth in • Dominated by large producers like
MATERIALS STATISTIC
manufacturing zones and foreign ArcelorMittal, Nippon Steel, and Tata
direct investment (FDI) have Steel.
AND STEEL increased the need for steel and • Regional players in Asia-Pacific
other building materials. compete heavily on cost.
MARKET • Housing Market: Rising income
levels and urban migration are
Supply Chain Challenges:
• Post-pandemic recovery and
driving residential construction. geopolitical tensions have disrupted
Challenges: supply chains and trade flows.
• Fluctuating raw material prices. Sustainability:
• Dependence on imported materials, • Increasing pressure to adopt
such as iron ore. environmentally friendly practices.
• Environmental regulations
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 VISTA
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MAIN COMPETITORS AND BLUESCOPE’S ENTRY
POSITION
Key Competitors: BlueScope’s Entry in Vietnam:
• In Vietnam: Hoa Phat Group, Ton • Entered the market in 2005 through a
Dong A, Nam Kim Steel, and joint venture with Vietnam Steel
foreign entrants such as Nippon Corporation.
• Focused on premium products,
Steel.
• Internationally: ArcelorMittal, especially pre-painted and coated
steel products.
POSCO, and local/regional
• Differentiated itself with technology,
competitors.
quality, and durability, targeting
high-end construction and industrial
segments.
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 MARKET TRENDS VISTA
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AND
INFLUENCING Thynk Unlimited

FACTORS
Economic:
• Vietnam’s GDP growth: Steady recovery post-pandemic, bolstered by strong FDI
inflows.
• Global inflation and fluctuating steel prices impacting raw material costs.
Political:
• Free Trade Agreements (e.g., RCEP, CPTPP) providing opportunities for export
and cost advantages.
• Government support for green construction initiatives.
Environmental:
• Push for sustainability and energy efficiency in materials.
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 Market Entry Methods Used by VISTA
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BlueScope
Joint Ventures Strategic Alliances Direct Investment

Example: Partnership with Example: Collaboration with Example: Setting up

Vietnam Steel Corporation. distributors and industrial manufacturing plants (e.g., in
Benefits: clients for project-specific Vietnam’s industrial zones).
• Local expertise and solutions. Benefits:
established distribution Benefits: • Full control over operations
channels. • Flexibility and cost- and brand positioning.
• Shared risks and resources. effectiveness. • Better profit margins in the
• Faster regulatory • Building strong customer
long term.
compliance. relationships and brand
Limitations:
Limitations: loyalty.
• High initial costs and risks.
• Potential for conflicts over Limitations:
• Longer time to establish
control and decision- • Limited control over
market presence.
making. operations.
• Profit-sharing reduces • Potential dependency on
individual returns. partners.

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5. STRATEGIC ALLIANCES AND
PARTNERSHIPS OF
BLUESCOPE
5. STRATEGIC ALLIANCES AND VISTA
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PARTNERSHIPS OF BLUESCOPE
• Partnership with Nami Solar: In 2021, NS BlueScope Lysaght Vietnam partnered
with Nami Solar to offer roofing solutions integrated with solar energy systems,
aiming to enhance investment efficiency, drive economic benefits, and support
sustainable development.

• Partnership in industrial and construction sectors: NS BlueScope Vietnam

offers high-quality steel products for major projects nationwide and partners with
leading firms to promote innovation, sustainability, and premium construction
materials.

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6.BLUESCOPE’S
INTERNATIONAL BUSINESS
STRATEGY
6. BlueScope’s Sustainable Development VISTA CAPITAL
International
Business
Strategy
BlueScope’s High-Quality Products

International
Business International Standards
Strategy
Community Support

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7. SOCIAL AND
ENVIRONMENTAL RISKS AND
IMPACTS IN INTERNATIONAL
OPERATIONS
1.Risks in International Expansion

01 Regulatory Compliance 02 Economic and Political Instability

03 Market Competition 04 Supply Chain and Raw Material

Dependence

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 2. Strategies for Managing VISTA
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Risks
Partnerships Investing in Technology Environmental Strategy

Collaborations with The company

BlueScope’s
strong local players, actively reduces its
unique coating
like Nippon Steel in carbon footprint
Asia, leverage their technology
through tree
market expertise and ensures that its
planting initiatives
customer networks, products are more
and investments in
mitigating risks and durable, energy-
carbon capture
accelerating market efficient, and
entry.
technologies.
competitive

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 Environment
al Impact
Carbon Neutrality by 2050
BlueScope is actively reducing emissions and investing in
technologies to store CO₂ safely, aiming for a carbon-neutral
future

Sustainable Products
The Colorbond steel product line reflects heat, reducing energy
consumption for cooling. This commitment to sustainability
extends to product design and development.

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 Social
Impact
Job Creation

BlueScope has created numerous

job opportunities in Vietnam,
boosting the local economy and
providing employment
opportunities.

Skills Development
The company invests in training
and development programs,
enhancing the skills of its
workforce and fostering a culture
of innovation and growth

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THANK YOU