As part of Business Communication Project, this report presents an analysis of Aluminium Bahrain BSC industry and strategy. Alba is an Aluminium manufacturing industry that employs over 3000 employees and contributes around 12% to Bahrains GDP. Based on our analysis of companys strategy, industry environment, key challenges faced by the company, we have recommended the most suitable and feasible strategy for Alba, for the coming years
Aims & Objectives
To recommend the Strategy for Alba by analysing following factors:
? Mission, Vision, Objectives and Key Strategies of Alba.
? Strengths & Weaknesses, Internal and External Challenges faced by Alba.
? Organization Structure
? Current Resources and Capabilities
We interviewed key managers in Alba to understand the companys strategy, mission, vision, competition and other necessary details, in order to recommend the future strategy of Alba.
Alba An Introduction
Prior to Bahrains discovery of Oil in 1932, the countrys revenue was dependent on Oil. Further to its independence in 1971, Bahrains strategy shifted towards creating new companies to relief its reliance on oil and diversify its revenue base to other commodities.
One of the first initiatives that the government focused on was Aluminium Bahrain, which started its operations in 1971 with the first reduction line which produced 120,000 MT / annum, making it the first and largest Aluminium Smelter in the gulf.
Today, Alba has expanded and grew to 5 reduction lines, each production approximately 200 k of MT, 2 Cast houses that produce value added products and three in-house carbon plants that produce anodes for the smelting process. Alba also has a 550,000 mtpa coke plant, a desalination plant and 4 power stations. It also has a green garden Oasis, to promote the companys commitment towards caring and protecting the environment.
In terms of production today, Alba produces almost 987,000 metric tonnes per annum of a high quality aluminium with a purity of 99.7%. It has a wide diversification of products that include, extrusion billets, rolling slab, properzi ingots, standard and t-ingot, and liquid aluminium. Approximately, 50% of its production is used to support Bahrains downstream aluminium industry. The rest of production is shipped worldwide to different customers around the world.
Since its inception, Alba many awards for its excellence. Example of the valuable awards are the inaugural Shaikh Khalifa bin Salman Al Khalifa Award for Industrial Excellence and the environmental awards such as the International Millennium Business Award for environmental achievement from the United Nations.
Also, there were many awards on safety that were given to Alba from reputed organizations such as the Royal Society for the Prevention of Accidents.
Alba ownership structure is divided amongst three parties. The major owner is Mumtalakat holding company with ownership percentage of 70%. SABIC Saudi Arabia owns 20% and the general public owns 10% as a part of an initial public offering that was sold in 2010.
This year, Alba completed its 6th reduction line which will increase Albas production capacity by 540,000 MT to make it the largest single-site smelter in the world. Albas total production will equal to approximately 1.5 million tonnes.
Our main mission is to become one of the largest single site smelters in the world by reaching a production rate of 1.5 million metric tonnes per annum within the next five years, post the initiation of Line 6. This vision can be achieved by implementing our core values that include operational global competitiveness, production efficiency, corporate social responsibility, and outstanding customer service.