Strategic report
Norcros plc Annual Report and Accounts 202238
Principal risks and uncertainties continued
Commercial risks
Market conditions Loss of key customers Competition
Risk movement Risk movement Risk movement
Increasing
Stable
Stable
Description
Demand in our markets is dependent on
newbuilding activity and repair, maintenance
and improvement (RMI) activity in both the
public and private sectors. This is in turn
influenced bymacroeconomic factors,
consumer confidence and government
spending policy inour key markets.
COVID-19 had an unprecedented negative
effect on the growth of the global economy and
the impact of this is expected to continue, at
least in the short to medium term. RMI demand
in our key markets has remained resilient in the
last financial year while consumers continued to
invest in improving their homes; however, there
is no guarantee that this will continue in the
future. The disposable income of consumers
may be adversely impacted by rising inflation
especially in food, household energy bills and
fuel and transport costs.
Recovery from COVID-19 placed
unprecedented demand on global supply
chains, as evidenced by the ongoing shortage
of shipping containers and increasing freight
costs, along with raw material and energy price
inflation, which has been influenced by the
recent conflict in Ukraine.
Impact
Demand for our products remains robust
following the unexpected and rapid deterioration
in market conditions arising from COVID-19.
However, demand could still weaken in the
shortto medium term as consumer spending
patterns change, impacting profitability and
cash generation.
In the short to medium term, the ongoing
disruption to global supply chains and
increasing inflationary pressures could
leadtoreduced profitability.
Mitigation
There are a number of mitigating factors in
place that could limit the impact of potential
changes in consumer spending patterns on the
Group. These include the breadth of products
offered, the geographical spread of our
businesses, a flexible cost base and supply
chain, investment in new product development
and the replacement cycle of a number of our
key products.
We maintain appropriate headroom against our
borrowing facilities and covenants, maintain
strong working capital and capital expenditure
controls and have disciplined planning,
budgeting and forecasting processes.
Our businesses actively manage their supply
chains and monitor input costs whilst liaising
with their customers. They mitigate risks through
proactive sourcing and pricing strategies.
Description
While the Group has a diverse range of
customers there are nevertheless certain key
customers which account for higher levels
ofrevenue.
The deterioration in market conditions noted
elsewhere and the ongoing impact of
COVID-19 continue to heighten the risk that
key customers could go out of business, or
that they could change their business models,
e.g. they may move to an online, or other
alternative, model and we may miss this
opportunity if we fail to adapt to such changes.
Impact
Many of the contractual arrangements with
customers are short term in nature (as is
common in our markets) and there exists a risk
that the current performance of a business
may not be maintained if such contracts were
not renewed or extended or were maintained
at lower volumes due to a decline in economic
activity or our failure to provide goods or
services in the way a customer requires us
todo so.
Mitigation
The importance of relationships with key
customers is recognised and managed by
senior management within the Group who
have direct and regular access to their
counterparts at the highest levels
ofmanagement.
Rebate schemes and incentive programmes
help maintain these key relationships in a
competitive market situation.
The Group stresses key selling points such as
the continuity of supply, financial strength of
the Group and level of customer service to
help maintain relationships. As well as an
excellent product offering, the Group is also
able to assist with customers’ sourcing,
storage and logistics requirements.
Each of our businesses continues to develop
and evolve its digital and online offering in
response to the changing trading environment.
Description
The Group operates within a highly competitive
environment in all its markets. The actions of
our competitors, including their marketing
strategies and new product development,
could lead to them gaining competitive
advantage in key products and markets.
Impact
The Group recognises that there is a risk to its
results and financial condition caused by the
actions of its competitors.
Mitigation
To help identify and manage such risks,
thecompetitive environment, the specific
business marketplace and the actions of
particular competitors are reviewed and
discussed at both Group and operating
divisional Board meetings. In addition, each
market is carefully monitored to identify any
significant shift in policy by any competitor,
anychange in the routes to market, or any
indication of new competitors and/or new
product technology entering the market.