Fjord Seafood

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Fjord Seafood
The strategic data warehouse Leif
Ludvigsen Sverre Hærem CEO Objectware CFO
Fjord Seafood
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Agenda

• Fjord Seafood
• Vision and strategy
• Global activities
• Development 1998-2005
• Key figures Q4 2005
• Product groups
• The way forward
• Restructuring and one company
• Data Warehousing

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Fjord Seafoods vision and strategy
A simple vision about reaching far
Vision
Excellence in seafood
Market oriented strategy about being a supplier
of value added seafood
Strategy
A leading, integrated, global supplier of value
added seafood, through continuous focus on
customers and consumers needs, quality,
innovation and environmental responsibility
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Fjord Seafoods presence troughout the value chain
FARMING
PROCESSING
SALES
On-growing
Slaugh-tering
Fresh- water
Primary processing
Feed
Brood fish
Marketing Product
Development Sales
Secondary Processing Value added products
Wild Caught Fish
Strategic Focus Area
Area of Competence
Own Activity
No Activity
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Fjord Seafoods global presence
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Fjord Seafood has grown rapidly
NOK million

• Revenues

• EBIT

4 250
3 877
4 085
3 365
3 713
2 331
956
743
-667
-650
58
111
191
379
-151
112
1998
1999
2000
2001
2002
2003
2004
2005
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Key figures
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Fjord Seafood has a strong focus on the markets
needs

• Product groups
• Natural salmon
• Natural whitefish and flatfish
• Coated seafood
• Elaborated seafood
• Smoked seafood
• Other seafood

• Main focus
• Develop standard product portfolio reduce number
  of products, increase margins
• Increase focus on product development/product
  marketing through new central department
• Competencies as a private label producer
• cost-effective production
• distribution
• product range
• sales/marketing

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What did Fjord Seafood do?

• Definition of Group standards for financial
  consolidation (financial handbook)
• One common Profit and Loss statement
• Common operational key indicators
• Common Financial key indicators
• Net sales
• Gross Margin
• One common database for financial and operational
  reporting
• Customer and Product profitability (based on
  Group Standards)
• Initially excel based
• Fall 2005 Spring 2006 introducing data
  warehouse by Objectware

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One Company - Key Challenges

• The legacy - 9 Business units (48 legal
  companies)
• 9 different ERP systems
• At least 9 definitions of all key measures like
  gross margin, volume, yield, return to raw
  material
• Unclear costing structure
• With or without freight and which freight element
  ?
• What about salary and discount structures ?
• Laks, Salmon, Lox, Salmon Salar or Atlantic
  Salmon ?
• Calendar
• Traditional, Fiscal 445, 26th of each month ?
• Exchange rates
• Different Profit and Loss structures
• No common KPIs

Fjord Seafood was the result of a number of
acquisitions where history made it difficult to
consolidate key figures for comparison
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THE SOLUTION

• Management vision and ownership

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Objectware prosessHva må generelt til for å
implementere?Fokusere organisasjonen på det som
BETYR NOE

• Gjøre de viktige tingene GODT
• Ikke spre energien på så mye at man ikke når de
  strategiske målene ( selv om en kan nå
  kortsiktige økonomiske mål )
• Øke produktiviteten i ledelsen
• Felles begrepsapparat
• Act on facts
• Synlighet i kommunikasjon av beslutninger og
  iverksettelse
• Behov for ledelsesstøtte
• Forenkler kommunikasjon, diskusjon,
  beslutningsprosesser, forankring, oppfølgning,
  kontinuerlig feedback på kritiske aktiviteter og
  initiativer
• Behov for monitorering
• Synliggjør kritisk informasjon, gjerne visuelt
• Behov for analyser
• Mulighet til å utforske og analysere informasjon
  i forskjellige dimensjoner og detaljeringsnivå
  for å finne årsakssammenhenger

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Architecture
Process, Methodology, Decissions, Politics
Reach, Usability, Flexibility, Analysis
Technology
ETL
Spreadsheets
Analysis Services
Datamart
ERP
Dashboards
DW
ERP
SQL 2005
Ad-Hoc Reports
XML/A or ODBO
LOB
Production Reports
ERP
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Measures Dimensions

• Complete agreement on what we can measure and
• How we can filter/scope each measure
• Aggregates from sales line to business unit to
  division to corporate
• Secured
• Defined once

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Endless combinations and depth
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KPIs and Target

• KPIs used to specify target values for important
  measures and visualize current value compared to
  target value with graphical indicators
• KPI for Gross Margin
• Target 34
• Current value gt 95 of target Status is GOOD
• Current value lt95
• and gt 85 of target Status is OK
• Current value lt85 of target Status is NOT GOOD

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End User Experiences
Reach, Usability, Flexibility, Analysis
Spreadsheets
Analysis Services
Dashboards
SQL 2005
Ad-Hoc Reports
XML/A or ODBO
Production Reports
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Production (standard) reports

• A limited standard reports available for
  profitability reporting
• Flexible with regards to orgunit, time and
  currency
• Web based, export capability, subscriptions

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Ad-Hoc Reports

• Rich client for end user design of reports
• Complete information model
• Table reports, Matrix reports, Chart reports
• Publish as standard report

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Spreadsheets

• Full access to measures, dimensions and KPIs from
  Excel

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Spreadsheets

• Better with Excel 2007

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Dashboards
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How and what

• A capable platform with an appealing licensing
  cost
• SQL Server 2005
• Analysis Services
• Integration Services
• Reporting Services
• Report Builder
• Excel
• Enables step-by-step refinement of the solution

• In production
• Phase I
• Customer Profitability
• Phase II
• Product Profitability
• Secured
• Phase III
• All org units online
• Future
• Phase IV ???
• Excel 2007
• Scorecard with context
• Phase V ???
• Full Office 2007 with Reporting Portal, Dashboard
  and Collaboration

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Key findings

• Baby steps for success
• Many and small iterations in 3 month phases with
  focused goal
• One company
• Delivering on the vision of One Company with
  uniform measures and dimensions global KPIs
• The platform is extremely capable
• SQL Server 2005 and Office
• Very little custom development required
• Calendar transformation for advanced calendar
  design
• Cost efficient solution
• Software investment limited to SQL Server 2005
• Teaming with the right and a knowledgeable
  partner
• Objectware

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