1. China
卖对熊猫
Peddling to the Panda

2. Bristol
Bristol Babcock est 1889
Manufacturer(60m)
Owner of Apps/IP
Medium Entity(400)
Small AP footprint (2)
Bristol Digital
Subsidiary
“Western” interface to USA
Emerson Process Management
Acquired 12 months
USD 20b
32,000 AP
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 2

3. Technology
S.C.A.D.A
Supervisory Control And Data Acquisition

4. IP/IT- the risk
IP/IT-
IP
IP
Application
Application
Up & Middle Ware software
Hardware Field &
Control Room
IP
IP
knowledge
knowledge
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 4

5. Market

6. China – Oil & Gas
USD 200b
5 major clients
– PetroChina
– Sinopec
– CNOOC
– CNPEC
– CNPPB
Demand for Energy
45,000km pipeline
Upstream
Upstream Midstream
Midstream Downstream
Downstream Distribution
Distribution 400 Cities on Gas
9 LNG plants
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 6

7. China – Focus
Target Market @ FY2000
– USD 200m
– 3 major clients
• PetroChina
• Sinopec
• CNOOC
– Demand for Technology
– 45,000km pipeline
– 9 LNG plants
– Oil & Gas Fields
10% market share objective
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 7

8. Methodology

9. Challenges circa FY2000
No market penetration
No localisation
“Far East”
US centric market
2 staff
No supply chain
Language
Culture
Embedded
competitors
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 9

10. Strategy
In-house reliance Create a Niche
– Take ownership – Brand
The three rules – Expertise
– Source
– P.O.D
– Knowledge
– Needs Adapt & Overcome
Phone A Friend – “Yes” paradigm
– Global Relationships Trailblazer
– Regional Relationships
– Where others fear to
– Local Relationships
tread.
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 10

11. Tactics 战争艺术
“When in Beijing” Learn the principles
– Blend in
– quot;借刀杀人quot; - Borrow
Create a sense of another's hand to kill
Ownership – quot;无中生有quot; - Create
– Engage in “their” business something from
– Promote their cause nothing
– Seek common goals
– quot;打草惊蛇quot; - Scare the
snake by hitting the
grass
– quot;李代桃僵quot; - Plum tree
sacrifices for the peach
tree
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 11

12. Outside the Zone
Understand
“peripheral” issues
– Related industries
– Business associations
– Chambers of Commerce
– Work with multiple
approaches
– Know their holiday
schedule
Look to Assistive
Collaboration
– Increase your value
• Home base
associations
• Reciprocal business
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 12

13. An Asian Tool
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 13

14. Outcome – FY2006
7% market penetration Future
– USD 14 m in systems
– Global market is 12% share – Now part of Emerson
Local Partner • The game changes.
– Factory trained – Maintain Relations
– Market protective
– Stock & Service – Move to:
– Creates IP & shares • Ethics Policy
Leveraged Business • Anti-trust
– Sudan • FCPA
– India
– Malaysia
Branded
– BB
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 14

15. Panel
Thank you
China – or Event]
[File Name Austrade presentation May 2007
Emerson Confidential
27-Jun-01, Slide 15