Wall Hanger
SA’s Largest Maker Of Wall And Floor Tiling, Ceramic Industries, Is Delaying Its Decision To Invest R500 Million Into A New Tile Factory Until It Is Able To Convert Its Old Order Mining Rights To New Order Rights.
SA’s largest maker of wall and flooring tiles, Ceramic Industries, is delaying its call to invest R500 million into a new tile factory till it is able to convert its old order mining rights to new order rights.This manufacturer has export in some Europe’s states such as Bosnia and Herzegovina,mostly ceramic tiles or in Bosnian keramicke plocice.
The mining rights are for clay, a vital raw material in the creation of tiles, but on its own, a questionable commodity that generates little interest among miners. The company applied to convert the rights in 2008.
Without a secured supply of a necessary raw material the company can’t commit to an investment of that scale, announces BOSS Nick Booth.
Ceramic Industries reported lower than anticipated profitability in its results to July. Higher electrical power and gas costs, increasing costs of commodities like zirconium and borax which are employed in the production of glazes, and competition from inexpensive imports were cited as reasons for the poor earnings.
Group revenue decreased 3,4% to R1,5 bill from R1,6 bn. in the year under review. But profits slipped 23% to R192 million from R250m last year. Headline takings per share dropped 30,6% to 785,3c from 1 131,3c per share.
Making tiles is an energy intensive business, and the skyrocketing cost of electricity, and more especially gas, is making itself felt. “The energy cost per unit (m) has risen from R1,50 20 months ago, to R3,60 currently.” The cost of commodities used in the making of tile and ceramic glazes rose by twenty p.c. to 25% in the past year.
Nevertheless other costs,eg upkeep and labour, came in at less than inflation. The company is in talks with unions relating to income increases. The deadline is October and Booth is hopeful that deadlock can be avoided. Though results were down overall, there were pockets of success in the group, which operates 4 tile factories, a sanitaryware factory and a bath factory in SA ; and a glazed porcelain factory in Australia.
Maybe most surprising was the factory that competes most with low cost Chinese imports fared the best . Pegasus, which produces tiles that sell in the R40m price range increased both production and sales volume, growing turnover by 4%. “We run a particularly competitive operation,” claims Booth. “Our factories are world class and we may be able to compete with the Chinese.”
The year saw the company invest R130 million on gear upgrades and leading edge technology. “This is mostly on hi-def printers for our glazes. We plan to roll the technology into all our factories,” Booth announces.
Exports to Africa grew by twenty p.c. in the past year, also helping to drive cash in the Pegasus business. “We are exporting to all of our neighbors, with good growth coming from Mozambique and Zimbab- we ; as well as further afield in Angola and the DRC. This side of the business is so promising the company is investigating the possibility of building a factory in one of its export markets.”
It was in the upper echelons that Ceramic suffered the result of Chinese imports. Vitro, the factory that produces upmarket flooring tiles (more than R60m)
“We produce tiles made from red clay the type sometimes mined in SA. But the trend is toward white based porcelain tiles. These are imported and are becoming more and more popular. There is not any technical difference, and once tiles are coloured and glaz- ed, there is not any tangible difference eit- her. The difference is perception.
In other divisions the company scored one or two own-goals. Samca, which produces floor tiles (R50m to R80m) struggled with management changes and inefficiency. And while management had its eye off the ball so did product designers who didn’t keep up with trends, resulting in a loss of sales. The company had to drop its costs to get back market share.
The rest room business has been turned around, with sales volumes growing generally. “We lost share of the market and let go of our costs a bit. Costs are now in hand and we have passed on the savings in order to win back market share.”
To keep a tighter rein on the busi- ness, the management structure was reorganised. Booth employed the group’s two most experienced chiefs, Lance Foxcroft and Pieter de Lange, to head up the sanitary ware and tile divisions respectively. With the daily operations now in good hands, he is actually now more in a position to target enterprise-wide strategy and business development.
The Australian business had a difficult year, reporting production down by 26,5% and sales down by 25 percent and hardly breaking even. While the economy was slow and imports high, the majority of the Problems came down to production and commissioning Problems at the factory. “We are close to a turn-around in this business. And as the sole tile manufacturer in Au- stralia we’ll have a competitive advantage. We just need to be a little sharper.”
Booth is sure about the coming year, and about manufacturing in SA generally. “Any maker of heavy stuff should operate in the market in which they sell the product.”
He has worries about the capability of manufacturers to form new jobs in SA but believes the business will remain viable th- coarse continued investment in capital sub-structure. “The challenges we are facing today are different to those of 10 years back but nothing is insurmountable.”
As is clear from the one 500c special dividend announc- ed earlier this year, Ceramic is a money generative company. Cash reserves decreased to R217,7 million from R435,7 million and Ceramic’s net asset worth per share declined by 10,5% to seven 081c (2010 : seven 912c) as a result of the R304m special dividend narrated in May as reported tagza.com.
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