Plans imposed by OMV at the Petrom takeover were too ambitious, especially with the coming crisis which caught the largest company in Romania in a not quite favourable position: money from the capital increase, made at privatization, had ended and then credits started to roll. With very few exceptions, none of the targets set by OMV to be achieved in 2010 by its subsidiary in Romania have materialized. Even more, the company was forced to print a different pace of restructuring, although two revisions of the 2010 strategy were made meanwhile: first - in June 2008 and the second (just outlined) - in December 2009. At the second review, the company seriously began to put in one way or another issue of waiver to all assets that do not produce profits, but more losses and at the same time to far too costly investments, such as the one in Russia. So, OMV Petrom has set new targets for a new period: 2010 - 2015, renewing for five years completing its restructuring.
What does the biggest company in Romania want to become in 2015? OMV Petrom, the largest oil and gas producer in South-Eastern Europe, had its 2015 strategy prepared to become an integrated energy leader in South-Eastern Europe, so calls the announcement made by the company officials. What was the OMV Petrom strategy for 2010, drawn in 2008, and what does the company want now for 2010-2015?
Main targets were aimed, as normally is, to all spheres of activity. In Exploration & Production (E&P) goals were to stabilize production in Romania to 210,000 boe/day and reducing production cost to about $ 15/boe, an international production from the Caspian region revised to 20,000 boe/day(amid a reassessment of the acquisition cost potential in the region), and the objective for the reserve replacement rate remained unchanged, 70% by 2010.
Main targets are now more vague for 2010-2015 and for E&P, the company covering the offset natural decline and reaching the potential on the exploration and production segment. In 2009, OMV Petrom’s average production of oil and gas was slightly over 187,100 boe/day, while the domestic production cost was slightly above the 180,800 boe/day and the cost of production in Romania in first three months of this year was of $ 15.96 per barrel of oil equivalent (boe) extract, i.e. RON 47.48 per boe, while the reserve replacement rate in the Group in 2009 was 73%, three percentage points over the level achieved in 2008 (reserve replacement rate in Romania was 70%, maintaining the same level as in 2008).
For 2010-2015, the company aims to focus its exploration and production activity on ensuring oil and gas supply on the long term and on developing activities in the Caspian region. Meanwhile, the plan is to fully leave Russia, as stated above.
Regarding refining activity, 2010 strategic objectives aimed: business efficiency, expansion of refining capacity of Petrobrazi to 6 million tonnes per year (from 4.5 million tonnes), improving product mix and significantly reduce its own oil consumption; refinery modernization activities will be completed in 2011.
For 2010-2015 in R & M, the strategy aims to “integrate and improve the fuel market position” and thus Petrobrazi refinery would be upgraded and adapted to suit the needs of OMV Petrom to process in proportion of 100% the domestic oil production and the capacity production. Only that in the new market context, the initial investment plan was amended and Petrobrazi capacity will be reduced (not increased as initially predicted) to 4.2 million tonnes/year in order to meet the needs of OMV Petrom to process oil from domestic production. Moreover, Arpechim, other OMV Petrom refinery will be sold and if solution cannot be found, it will be closed by 2012.
Today, the modernization process aims at reducing energy losses from 10% (from 14% in 2004), increasing the share of diesel and fuel used in aviation at about 45% (from 30% in 2004) and reducing the percentage of oil to about 7% (from 15% in 2004) from the mix product structure. Currently, marketing activities in Romania are consolidating into a single entity, OMV Petrom Marketing SRL, in order to optimize processes, which will generate an increased efficiency of the administration costs.
Regarding fuel market presence in Romania, OMV Petrom aims to increase average annual sales by approximately 5.2 million litres (from 4.9 million litres in 2009) through gas stations, while the target for 2010, scribed in 2008 was 3.9 million litres per year.
On the Gas and Power segment (G&P), the company wants to be the leader on the Romanian gas market in 2010-2015 and to have a significant position on the electricity production market. Moreover, in the gas field, “one of the relevant objectives refers to the convergence of the domestic gas price to the import gas price”, and the company also aims to extend the gas sales business in neighbouring markets, but that depends on connecting the Romanian transport system at the European one, and also considers “evaluating locations, for entering the gas storage market, including for supporting the Nabucco project.”
In the energy sector, the 2010–2015 plan is aiming to position as a key player in the electricity generation sector and achieving a market share exceeding 10%, through diversification of activities in this sector. In June 2008, when the strategy drawn up in 2005 was revised after taking over the former state company, the OMV outlined objectives for OMV Petrom were to increase sales volume this year to about 7 bcm/year and developing a capacity for its own gas storage. Furthermore, the company aims to become in 2010 “a major player in the energy market, both by exploiting the complementarity of natural gas and electricity, and also by addressing alternative energy projects.”
Now, one of the targets turned into “Recovery leadership on oil and gas market in southeast Europe in order to convert into a major player in the electricity market.” OMV Petrom has not become, nor is likely to become an important player in this market in 2010, although the company has made moves in this regard and began building a natural gas power plant of 860 MW and bought a wind park project of 45 MW from businessman Emmanuel Muntmark. Results are expected to occur in mid-2011.
But what does exactly comprise the strategy for the period 2010-2015?
Exploration and Production (E & P)
Main targets: offsetting the natural decline and realizing the potential of the exploration and production segment.
1. Exploration and production activities will focus on ensuring the provision of oil and gas on the long-term and development activities in the Caspian region.
2. In Romania, the optimization of oil and gas production will be done both by applying cutting-edge technologies and also by partnerships with other selective deposits operators.
3. Major projects aim at redevelopment of six to eight major deposits, completing and upgrading infrastructure projects in about three to five fields, decongestioning gas systems and installing gas compressors.
4. On the first offshore drilling at great depths estimated for 2012, the company aims by 2015 to complete the assessment phase and to begin development.
5. To maximize synergies between the E & P and E & P Services, the two activities shall be integrated; the process will be completed in 2012.
6. In Kazakhstan, the focus will be on increasing Komsomolskoe deposit production (this year) and starting production of deposit Kultuk.
Refining and Marketing (R & M)
Main targets: capitalising the integration and improving the position on the fuel market.
1. Petrobrazi refinery will be modernized and adapted to suit the needs of OMV Petrom to process the local production of oil 100%. The modernization process aims at reducing energy losses from 10% (from 14% in 2004), increasing the share of diesel and fuel used in aviation at about 45% (from 30% in 2004) and reducing the percentage of oil to about 7% (from 15% in 2004) from the mix product structure.
2. Increasing average annual sales by approximately 5.2 million litres (from 4.9 million litres in 2009) through gas stations.
3. Currently, marketing activities in Romania are consolidating into a single entity, OMV Petrom Marketing SRL, in order to optimize processes, which will generate an increased efficiency of the administration costs. The company will focus on OMV Petrom and OMV, the PetromV gas stations will go through a rebranding phase, part of them with the OMV brand, and some with the OMV Petrom brand.
Gas and Power (G & P)
Main targets: gas market leader in Romania and significant market positions in electricity production.
1. Convergence of domestic gas price to imported gas price.
2. Gas sales business expansion in neighbouring markets, which depends on Romanian transport system connecting to the European one.
3. Evaluating locations, for entering the gas storage market, including for supporting the Nabucco project.
4. In the electricity sector, OMV Petrom aims to achieve a market share exceeding 10%, through diversification of activities in this sector.
5. The company designed a diversified portfolio that includes both gas capabilities which are using alternative sources, especially wind, thus benefiting from the advantages of both technologies.
6. High investment for sustainable development and business growth.