SapuraKencana Petroleum Sdn Bhd

8/17/2019 SapuraKencana Petroleum Sdn Bhd

1/23

[SAPURA KENCANA PETROLEUM BERHAD]

TABLE OF CONTENT

NO. TITLE PAGE

1. Cover Page 1

2. Table of Content 2

3. 1.0 Acknowledgement 3

4. 2.0 Introduction 4

5. 3.0 main Content

3.1 Anal!"i" of #i"ion

3.2 Anal!"i" of $i""ion

3.3 Anal!"i" of %take&older"

3.4 Internal Anal!"i" of %a'ura(encana

3.5 T&e $arketing $i) *4P"+

3., Product -ife C!cle

3. Anal!"i" t&e /inancial Performance

51

,. 4.0 Conclu"ion 20

. 5.0 ecommendation" 21

. ,.0 A''endi) 22

. .0 eference" 25

1.0 ACKNOWLEDGEMENT

SAPURA KENCANA PETROLEUM BERHAD |STRATEGIC MANAGEMENT 2


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A""alamualaikum fir"tl! I would like to t&ank to Alla& %..T becau"e finall! I

com'lete m! individual a""ignment.

I dee'l! indebted to m! beloved lecturer $adam $ar&aini 6inti Ibra&im w&o alwa!"

&el'" me im'roving and give knowledge to a""i"t me in fini"& m! a""ignment a" well.

7e)t I would like to t&ank all m! friend t&at &ad alwa!" need dedicated in making t&i"

a""ignment "ucce""ful no matter &ow &ard it i". it&out t&eir "u''ort t&i" a""ignment are

im'o""ible to be com'leted.

$e al"o owe acknowledge to m! famil! for t&eir "u''ort in no matter w&at I do. T&e!

al"o &el' u" a lot of "uc& a" 'roviding u" wit& nece""ar! financial to make t&i" a""ignment a

"ucce"" 'ro8ect.

2.0 Introduction

%a'ura(encana Petroleum 6er&ad *%a'ura(encana+ i" one of t&e world9" large"t

integrated oil and ga" "ervice" and "olution" 'rovider. T&e :rou'9" 'rinci'al bu"ine"" include

'roviding endtoend "olution" and "ervice" to t&e u'"tream 'etroleum indu"tr! and cover"



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activitie" "uc& a" in"tallation of off"&ore 'i'eline" and "tructure fabrication of off"&ore

"tructure" accommodation and "u''ort ve""el" drilling ve""el" &ooku' and commi""ioning

to'"ide maintenance "ervice" underwater "ervice" off"&ore geotec&nical and geo'&!"ical

"ervice" 'ro8ect management diving "ervice" off"&ore "u''ort "ervice" infra"tructure and

"'eciali"ed "teel fabrication work". it& a workforce of over 000 'eo'le t&e :rou'9"

global 're"ence can be "een in over 20 countrie" ranging from $ala!"ia and C&ina to

Au"tralia $iddle ;a"t America and 6ra


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,. T&e vi"ion "tatement &a" to be

"'ecific and clear.

%a'ura(encana G" vi"ion "tatement i" "'ecific

and clear. T&e '&a"e be"t entre'reneuriall!

led tec&nicall! com'etentD. And t&e word

mo"t tru"ted global oil and ga" com'an!D

are totall! "'ecific and clear to t&e member".

. T&e vi"ion "tatement "&ould be

"&orter under"tandable and "&ared b!

an!one in t&e organi


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Co)'on%nt E)'ir% Pro'%ct

1. cu"tomer" T&e '&a"e we will be guided b! our &one"t!

tru"t and re"'ect for allD indicated t&e

cu"tomer" concern in t&e mi""ion "tatement.

2. Product" or "ervice" T&e word ac&ieve our bu"ine"" ob8ective" D

refer" to t&e 'roduct and "ervice" t&at t&e

'rovide.

3. $arket T&ere i" no market in t&e %a'ura(encanaB"

mi""ion "tatement t&at "tated.

4. Tec&nolog! T&ere i" no tec&nolog! in t&e ;m'ire

Pro"'ectB" mi""ion "tatement t&at "tated.

5. Concern for "urvival growt& and

'rofitabilit!.

T&e word "trive to meet all of our

"take&older"B e)'ectation"D indicate" t&e

concern for t&e "urvival.

,. P&ilo"o'&! T&ere i" no '&ilo"o'&! t&at "tated in

%a'ura(encana B" mi""ion "tatement.

. %elfconce't T&e '&a"e being "afe agile and

'rofe""ionalD refer" to t&eir "elfconce't.

. Concern for 'ublic image T&e word &one"t! tru"t and re"'ect forD

indicate" t&e concern for t&e 'ublic image in

t&eir mi""ion "tatement.

. Concern for em'lo!ee" T&e word we will be guided b! our &one"t!

tru"t and re"'ect for allD we can conclude a"

t&eir concern for t&e em'lo!ee".



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3.3 ANAL-I- OF -TAKE4OLDE5-

%a'ura(encana &a" become well known com'an! w&en it come" to t&e oil" and ga"

bu"ine"". %a'ura(encana under"tand" t&at it &a" to manage and maintain it" relation"&i'"

wit& all it" "take&older" in order to continue it" control on oil and ga" indu"tr!. T&eir

"take&older" can be t&eir cu"tomer" "u''lier" inve"tor communitie" t&e media and "ociet!

a" a w&ole. 6ut "take&older" can be categori


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"take&older" and "econdar! "take&older". T&e"e are "tandard "take&older" of almo"t ever!

bu"ine"" t&at o'erate.

i. Pri)!r# -t!%&o"d%r o+ -!'ur!K%nc!n! P%tro"%u) B%r&!d.

%take&older"

•eceive a "ati"factor!

return on inve"tment".

• ealiTunku $u&!iddin

o $o&amed a"&di $o&amed

:&a


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• 6e 'aid 'rom'tl! for

"u''lier" delivered.

mac&ine 'i'eline and :P%

tracking "!"tem would want to u"e

t&i" o''ortunit! to en&ance t&eir

*"u''lier"+ im'ortance.

Creditor"

• eceive re'a!ment" of

loan".

• Collect debt" and intere"t.

• T&e creditor" of %a'ura(encana

are Ho A67 A$> 6ank

o AmI"lamic 6ank 6er&ad

o CI$6 6ank 6er&ad

o ;)'ortIm'ort 6ank of $ala!"ia

6er&ad

o ?%6C Amana& $ala!"ia 6er&ad

o I7: 6ank

o $ala!an 6anking 6er&ado 7ational 6ank of Abu F&abi

o ?6 6ank 6er&ad

o %tandard C&artered 6ank

o %umitomo $it"ui 6anking

Cor'oration

o T&e 6ank of Tok!o$it"ubi"&i K/J

-td

o Knited >ver"ea" 6ank

%econdar! "take&older" are include individual" and grou'" w&o are not engaged in

direct economic tran"action wit& t&e firm but are affected b! or can affect it" action". 6elow

are t&e "econdar! "take&older" in %a'ura(encana Petroleum 6er&ad.

ii. -%cond!r# -t!%&o"d%r o+ -!'ur!K%nc!n! P%tro"%u) B%r&!d

%ocial activitie"

• $onitor com'an! action"

and 'olicie" to en"ure t&at

t&e! conform to legal andet&ical "tandard" and t&o"e

t&e! 'rotect t&e 'ublicB"

"afet!.

• %a'ura(encana Petroleum 6er&ad

*%a'ura(encanaD or :rou'D+

bring t&e :rou'B" Cor'oratee"'on"ibilit! *CD+ framework

into 'la! to initiate c&ange and

'o"itivel! influence "take&older" in

t&e ork'lace Communit! and

$arket'lace w&ile "afeguarding

t&eir environment.

• T&e! involved in t&e $!(a"i& /ood

Aid and 6ur"ar! Programme in



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-umut and Teluk Intan Perak w&ic&

'rovided financial aid in t&e form of

fortnig&tl! "'ending allowance for

familie" in need.

• In Fecember 2012 %a'ura(encana

launc&ed t&e volunteer 'rogramme

t&at &a" "een t&eir em'lo!ee"

'rovide &umanitarian relief to t&e

need" of t&e communitie" t&at

"urround t&em time and again.

• *efer" to Figure 1 in A''endi)+

$edia

• (ee' t&e 'ublic informed

on all i""ue" relevant to

t&eir &ealt& wellbeing

and economic "tatu".

• $onitor com'an! action".

• T&e! kee' t&eir "take&older"

informed t&roug& regular

communication and u'date" t&at

&el' to conve! t&e :rou'B" cor'orate

vi"ion and "trategie".

6u"ine"" "u''ort

grou'"

• Provide re"earc& and

information w&ic& will

&el' t&e com'an! or

indu"tr! to 'erform in a

c&anging environment.

• A" a :rou' %a'ura(encana

recogni"e t&e e""ential role t&at t&eir

vendor" 'la! in t&eir growt& and

t&e! &ave made it t&eir goal to

en"ure t&at t&eir vendor" en8o! t&e

"ame "ucce"" t&at t&e! do. T&e! are

committed to develo'ing local

vendor" acro"" t&e value c&ain

t&roug& collaboration wit& ke!

indu"tr! 'la!er". In line wit& t&i"

aim t&e! are currentl! focu"ed on

"u''orting t&e P;T>7A% #endor

Fevelo'ment Programme.

/oreign

government

• Promote economic

develo'ment.

• ;ncourage "ocial

im'rovement".

• Feliver! of %a'ura(encana 1200

and 3500 at C&ina

• >ff"&ore Tec&nolog! Conference

2014 at ?ou"ton ellant Center



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?ou"ton K%A.

• Feliver! of %a'ura Fiamante at

7et&erland".

/ederal "tate and

local

government"

•ai"e revenue" t&roug&

ta)e".

• Promote economic

develo'ment.

•T&e local government of

%a'ura(encaba Petroleum 6er&ad i"

government of $ala!"ia.

3.6 INTE5NAL ANAL-I- OF -AP75AKENCANA

Function D%cri'tion -t!*%

Planning %a'ura(encanaB" "ucce"" &a" been driven b! t&e

dedication and commitment of t&eir 'eo'le and t&at

i" w&! t&e! want to e"tabli"& of a longterm

incentive 'lan for im'lementation in 201, w&ic& i" to

attract and retain t&e &ig& 'erforming talent critical to

t&e :rou'B" 'erformance w&il"t en"uring alignment

between em'lo!ee"B motivation and "&are&older"B

value.

%trateg! formulation

>rgani


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3.8 MA5KETING MI9 :6P;

I. Product

Product i" defined a" a good or "ervice t&at offer" a value to cu"tomer" b! "ati"f!ing

t&eir need" or want". Product" can be tangible t&at i" '&!"icall! touc&ed or intangible "uc&

a" "ervice". A 'roduct con"i"t" of t&ree la!er". T&e inner core i" t&e benefit" it deliver" to

cu"tomer" t&e middle la!er t&e actual '&!"ical 'roductM"ervice t&at enable" deliver! of

benefit" and t&e outer la!er augmented 'roduct actual 'roduct 'lu" ot&er "u''orting

featureD *%olomon et al. 2011 '.1115+. In order to differentiate a 'roduct fromcom'etitorB" marketerB" con"ider factor" "uc& a" 'ackaging "t!ling function" feature"

ualit! "afet! re'air" acce""orie" etc.

%a'ura(encana Petroleum 6er&adB" *%a'ura(encanaD or :rou'D+ /abrication ?ook

u' and Commi""ioning */?KCD+ divi"ion i" engaged in t&e 'rovi"ion of off"&ore and

on"&ore engineering 'rocurement con"truction *fabrication+ &ooku' and commi""ioning

*?KCD+ "ervice"N t&e maintenance of fi)ed and floating oil and ga" facilitie"N marine

con"truction conver"ion and re'air activitie". T&e divi"ion &a" "teadil! built u' a "trong

record of accom'li"&ment in t&e wa! of engineering 'rocurement con"truction and

commi""ioning *;PCCD+ ca'abilitie" for off"&ore "tructure" inclu"ive of central 'roce""ing

'latform" well&ead 'latform" com're""ion module" 8acket" and "tructure".

II. Pric%

Price reflect" w&at con"umer" are willing to 'a! for an offer to "ati"f! a need or de"ire.

7umerou" factor" mu"t be con"idered w&en determining 'rice. T&e"e are fi)ed co"t" "uc& a"



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aut&ori"ed dealer. &en "electing t&e a''ro'riate c&annel for di"tribution marketer" need to

take into con"ideration t&e mo"t co"t effective and efficient wa! of tran"'orting and "toring

t&eir good" for ea"e into t&e market'lace. -ocation and convenient acce"" to 'roduct" are

often ke! motivator" to entice 'ro"'ective bu!er" to action.

T&e /?KC divi"ionB" ke! a""et i" it" 23acre fabrication !ard in -umut Perak. T&e

!ard i" "trategicall! located 3km off t&e %trait" of $alacca to facilitate ea"! acce"" to bot& t&e

Indian >cean and %out& C&ina %ea. T&e !ard boa"t" a full! integrated com'uteri"ed !ard

management "!"tem t&at link" it" engineering 'lanning ualit! management 'rocurement

ware&ou"e and com'onent 'roduction centre" toget&er. It al"o leverage" on "tateoft&eart

data tracking tool" for errorfree tracking of document" material" and com'onent" w&ile

automation and com'uter controlled "!"tem" are broug&t into 'la! to en"ure o'timal

efficienc! during ma"" 'roduction of com'onent".

3.< P5OD7CT LIFE CCLE

a+ P&!% I :Introduction; = In t&i" '&a"e 'roduction of new 'roduct or "ervice" i" "low

and "ale" are al"o "low a" it take" time for t&e new 'roduct to be acce'ted b! t&e

cu"tomer". %a'ura(encana Petroleum 6er&ad "tarted in $a! 2012 t&at 'rovide"

"olution" covering t&e entire oil and ga" e)'loration and 'roduction c&ain.

%a'ura(encana B" /abrication ?ooku' and Commi""ioning */?KC+ divi"ion i"

engaged in t&e 'rovi"ion of off"&ore and on"&ore engineering 'rocurement

con"truction &ooku' and commi""ioning *?KC+ "ervice" w&ic& t&e maintenance of



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fi)ed and floating oil and ga" facilitie" marine con"truction conver"ion and re'air

activitie".

b+ P&!% II :Gro,t&; = In '&a"e II t&e value of t&e ratio begin" wit& 1 and increa"e until

it come" down back to 1 . In t&i" '&a"e t&e "ale" 'ick u' after an effective marketing

and "ale" effort. A" of Januar! 2015 t&e :rou' re"tructured two of t&eir divi"ion" to

form ;ngineering and Con"truction $ala!"iaD and ;ngineering and Con"truction

InternationalD incor'orating element from t&e former fabrication ?ooku' and

Commi""ioningD and >ff"&ore Con"truction and %ub"ea %erviceD *OC--+ divi"ion".

T&e >ff"&ore Con"truction %ub"ea %ervice" divi"ion o'erate" in multi'le geogra'&ie"

from A"ia and Au"tralia to t&e America". >'eration" in 6raC%% divi"ion dominate" t&e In"tallation of

Pi'eline" and /acilitie" *IP/D+ "ector in $ala!"ia for bot& "&allow and dee'water

work. T&e divi"ion continue" to "trengt&en it" 're"ence locall! a" well a" in %out&ea"tA"ia and broaden it" market foot'rint in ke! international market" globall! namel!

India Au"tralia Africa u""ia C&ina and -atin America. T&e divi"ionB" off"&ore

activitie" are "u''orted b! it" own fleet of derrickla! barge" and ve""el" diving

"u''ort ve""el" "aturation diving "!"tem" and remotel! o'erated ve&icle" *>#"+.

d+ P&!% IV :D%c"in%; = In t&i" '&a"e t&e 'roduct e)'erience" a marginal negative rate.

T&e net volume of "ale" i" negative" becau"e t&ere are ver! little new "ale" relative to

t&e number of return" and re'air" and di"'o"al. %a'ura(encana facing a little break



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down w&en t&e currenc! of $ala!"ia fell down end of t&e !ear of 2015. 6ut t&e!

"ucce"" to overcome t&e 'roblem bit b! bit.

3.> ANAL-I- FINANCIAL PE5FO5MANCE

Li?uidit# r!tio

2018 2016 An!"#i

Current atio 0.25 time" 1.0 time"

/rom t&e calculation we can "ee in

2015 %a'ura(encana i" carr! out le""

'roblem 'a!ing t&eir "&ortterm

obligation t&an in 2014.

Ouick atio 0.,5 time" 0.,2 time"

T&e ratio in 2015 &a" more enoug&

current a""et to cover current debt"

wit&out "elling t&eir inventorie".

L%/%r!*% r!tio

2018 2016 An!"#i

Febttoa""et ratio 0.,5 0.,2

Creditor" and financial in"titution"

le"" 'rovide fund in !ear 0.,5

becau"e t&e debt i" &ig& com'ared to

2014.

Febttoeuit!

ratio

1. 1.,0

In 2015 %a'ura(encana u"e" le""

euit! t&at 'rovided b! creditor"

com'ared to 2014.

-ongterm debttoeuit! ratio

1.51 1.1

In 2015 %a'ura(encanaB" earning"

are un"table but a utilit! can afford



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t&at wit&out 'roblem com'ared to

2014.

Time"intere"t

earned ratio

3.1 time" 4.11 time"

In 2015 %a'ura(encana &a" low

e)tend to w&ic& earning" can decline

wit&out t&e! becoming unable to

meet t&eir annual intere"t co"t

com'ared to 2014.

6.0 CONCL7-ION

%a'ura(encana Petroleum 6er&ad i" being li"ted under main market of 6ur"a $ala!"ia

and it &a" been cla""ified in t&e Trading @ %ervice" "ector due to t&e increa"e 10 in t&e

com'an!B" e)i"ting "&are" in t&e 'ro'o"ed of 'lacement of 5 million new "&are" to 'artiall!

"ati"f! t&e 'a!ment for 'urc&a"ing of tender ring" from %eadril -td. T&e 'reviou" 'lacement

%&are" wa" $2.0 to $3.04 and now t&e late"t i" $3.20 eac&. 7ot onl! t&at

%a'ura(encana Petroleum i" being li"ted into t&e "tock t&at need" to be watc& in T&e ;dge$ala!"ia w&ere t&e new" "tated t&at in $arc& 1, 2013 inve"tor are more likel! to make a

'rofit w&erea" in K% "tock i" dro''ing w&ere t&e inve"tor 'au"ed below %@P500B" w&ic& i" a

&ig& record according to euter". T&i" i" becau"e %a'ura(encana "ecured a "econd t&ree

mont& e)ten"ion wort& $2 million for t&e u"age of it" tender rig b! Carigali PTT;PTI

>'erating Co %dn 6&d and Carigali?e"" >'erating Co %dn 6&d.



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8.0 5ECOMMENDATION-

%a'ura(encana Petroleum 6er&ad can u"e market develo'ment "trateg! for widening

t&eir bu"ine"". %a'ura(encana "&owed "uc& an e)cellent core com'etencie" again"t ot&er"

firm. %a'ura (encana could u"e more market 'enetration t&roug& marketing effort of t&eir

"ervice". %a'ura(encana able to gain more market "&are and t&e! are ea"! to do t&eir

out"ourcing w&ic& can go toward market develo'ment. 6e"ide" t&ere are an increa"ing in t&e

number of 'ercentage of bot& leverage and market value ratio. If a com'ari"on i" made

between earning 'er "&are in 2010 and 2011 it i" "een t&at t&e earning 'er "&are increa"ed

from $0.3 to $0.4, w&ic& indicate intere"t from inve"tor" to inve"t in %a'ura(encana.

%ince t&e number of inve"tor will increa"e in %a'ura(encana t&e! could u"e t&e mone! for

'roduct develo'ment e"'eciall! in re"earc& in develo'ment area.

>n t&e ot&er &and %a'ura(encana mig&t u"e 8oint venture for t&e 'ro8ect. it& t&e

8oint venture %a'ura(encana will earn more 'rofitabilit! and at t&e "ame time" gain

com'etitive advantage in term of financial. /or a com'an! t&at &a" e)'erti"e in 'roviding

endtoend "olution" and "ervice" to t&e u'"tream 'etroleum indu"tr! and cover" activitie"

"uc& a" in"tallation of off"&ore 'i'eline" and "tructure. %a'ura(encana "&ould u"e t&eir

com'etitive advantage to e)'lore more new market". T&i" i" becau"e for a com'an! to enter

t&e "ame field a" %a'ura(encana it would reuire a ver! large amount of ca'ital and "killed

labour in area" related to oil e)'loration a" 're in"tallation and al"o o'erate" a drilling

mac&ine. 6a"icall! it i" ver! difficult for a new com'an! to enter t&i" field let alone com'ete

wit& com'anie" t&at &ave a long and well e"tabli"&ed. In Conclu"ion %a'ura (encana



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Petroleum 6er&ad i" able to 'rove t&at t&e com'an! &ad com'etitive advantage" to go again"t

ot&er oil and ga" com'anie".


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Figure 2 : Income Statements

Figure 3 : Comprehensive Income Statements



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Figure 4 : Financial Position Statements



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Figure 5 : Financial Position Statement ( continue !

Figure " : Statement o# Cash Flo$

>.1 5EFE5ENCE-

/red . *2013+. %trategic $anagement Conce't" and ca"e" *14t& ed.+.

etrieved A'ril 10 2013 from %a'ura(encana PetroleumH

&tt'HMMwww."a'urakencana.comM&ome etrieved A'ril 10 2013 from %a'ura(encana PetroleumH

&tt'HMMwww."a'urakencana.comMcontentMviewM22M15M

%elling trend"H ord of mout& n.d. viewed A'ril 2012

&tt'HMMwww.knowt&i".comM'rinci'le"ofmarketingtutorial"M'er"onal"ellingM"elling

trend"controlledwordofmout&M

%olomon $ ?ug&e" A C&itt! 6 /ri'' : $ar"&all : @ %tuart ; 2011

$arketing 2 eal Peo'le eal C&oice" 'age 2,2

http://www.sapurakencana.com/homehttp://www.sapurakencana.com/content/view/22/15/http://www.knowthis.com/principles-of-marketing-tutorials/personal-selling/selling-trends-controlled-word-of-mouth/http://www.knowthis.com/principles-of-marketing-tutorials/personal-selling/selling-trends-controlled-word-of-mouth/http://www.sapurakencana.com/content/view/22/15/http://www.knowthis.com/principles-of-marketing-tutorials/personal-selling/selling-trends-controlled-word-of-mouth/http://www.knowthis.com/principles-of-marketing-tutorials/personal-selling/selling-trends-controlled-word-of-mouth/http://www.sapurakencana.com/home

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