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Fundamentally Changing
Our Business Profile and Value Proposition
Nearly two years ago, Fluor embarked on its strategic objective
to transform the company into a global, knowledge-based, diversified
services company. Our intention was to create a portfolio
of growth businesses that sell our knowledge and deliver value.
In 1999, we realigned our business activities
with specific market focus and clear lines of accountability.
Fluor Daniel is focusing on its traditional engineering, procurement
and construction (EPC) business, with specific strategies
to position the company for enhanced long-term earnings growth.
Fluor Global Services (FGS) was created to focus on growth
opportunities for expanded value-added services outside the
traditional EPC value chain. FGS is focused on providing premier
asset solutions for clients across the entire life cycle of
their asset base. Additionally, Fluor Signature Services (FSS)
was formed, representing a new approach to providing increased
quality and cost effective business and administrative services
to Fluor operating units, with distinct profit and loss accountability.
During 2000, we continued the process of
assessing and refining our business portfolio, resulting in
additional strategic actions and decisions. First, was the
separation of our Massey Coal operation through a tax-free
reverse spin-off to shareholders, creating two publicly held
companies. This action was taken to enable the respective
management teams to focus more closely on their businesses
and to provide flexibility for each company to grow in a way
best suited for its industry. Additionally, independent evaluation
of the separated companies offers the opportunity for improved
market valuation. The decision was also made to divest the
dealership operations of AMECO, Fluors heavy equipment
business. Actions to implement the sale are in progress.
Fixing the Platform
Our first priority in implementing the new strategic direction
was to significantly reduce our cost structure. This action
was aggressively undertaken in 1999 to address both an industry
downturn, as well as accommodate a much tighter market focus
on industries and clients where differentiated value could
be provided and higher margins achieved. A detailed business
model process was also implemented to set priorities, assure
financial discipline, enhance accountability and provide performance
metrics to measure progress against established objectives.
We also significantly strengthened our sales
and marketing work processes, with significantly greater emphasis
on selectivity. Most important was the change to an account
management philosophy. A more formalized structure and methodology
has been implemented throughout the company which places greater
emphasis on in-depth analysis and understanding of clients
fundamental business drivers and their critical success factors.
A key criteria in the implementation of the account management
approach was to focus on clients where we can bring differentiated
value that will translate into rewards proportional to our
performance.
The objective of the account management
process is to establish and maintain mutually beneficial long-term
relationships which extend from identifying business opportunities
through delivery of value resulting in customer satisfaction.
This approach is designed to achieve increased scope and depth
of business activity with targeted clients and to optimize
the offering of Fluors entire range of capabilities
and services, providing enhanced long-term growth potential.
Another important action was initiation
of a multi-year implementation of Knowledge@WorkSM
initiative , a major revamping of our
business work processes and information management systems.
This new system will enhance our position through increased
capabilities and better leverage of our intellectual capital.
These new work processes and systems will provide more timely
and greater access to in-depth information. This will allow
us to more effectively manage our business activities and
enhance our decision making processes, ultimately enhancing
our ability to deliver value to customers and achieving improved
financial performance.
Tremendous intellectual capital resides
within Fluor. To enable Fluor to leverage its global experience
and knowledge for every customer, we are providing our people
with state-of-the-art tools and information systems. A key
component of our Knowledge@WorkSM
investment is the creation of on-line knowledge communities
which facilitate the systematic and effective sharing and
application of our collective knowledge and know-how
to create value for clients.
A major milestone of the Knowledge@WorkSM
was achieved in October with the first implementation of Fluors
new enterprise-wide management information system based on
SAP technology. During 2001, we will continue our phased implementation,
with completion expected in 2002. Major business work process
and system changes such as Knowledge@WorkSM
often involve risk. We have mitigated our risk by using our
project management approach, including regular management
reviews, employing consultants experienced in major system
projects and utilizing a custom tailored implementation plan.
With increasing opportunities for profitable
growth on risk projects, we have also taken significant steps
to enhance our risk management processes through the application
of a consistent business risk management framework. Nearly
three years ago, we began to strengthen and formalize our
use of risk assessment and control mechanisms to more effectively
manage and mitigate risk in the selection and execution of
projects. We have placed a high priority on continued improvement
in our risk management practices, working to raise risk awareness
throughout the organization and to enhance our capabilities
to explicitly measure, price and mitigate risk. We have increased
our audit and control work processes to further strengthen
our ability to profitably execute risk projects.
During 2000, two specific actions were taken.
First, we created a Change Management group to bring best
practices to our prime contract administration activities.
This will allow us to better manage changes on risk projects
which are an increasing opportunity in several growth markets.
Implementation of our Knowledge@WorkSM
initiative will provide additional tools to better manage
projects. We have begun creating a corporate-wide risk management
initiative which will allow us to more effectively measure,
price and manage the risk across our entire portfolio. Additionally,
we have implemented a risk knowledge community which makes
our risk management information accessible to all units of
the company.
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Our People Make the
Difference
A clear understanding of the companys strategic direction
and the performance metrics to measure its success provides
the critical framework to achieve our goal to enhance shareholder
value. The primary differentiator in the execution of our
business plan is the quality and capabilities of our people
around the globe in which we take great pride.
Employee growth and development is a key
priority and is supported by a wide range of programs. These
include an extensive scope of on-line training courses as
well as specific development processes to match people with
opportunities to gain valuable experience. For example, the
Global Leadership Forum and the Fluor Leadership Institute
were created to bring Fluors people together to engage
them in helping the company chart its future course and to
broaden their view of the company and its markets. Fluor is
committed to achieving its goal of creating growth in shareholder
value which will further strengthen the companys ability
to provide greater opportunities for employee growth, career
advancement and an attractive environment for a diversified
workforce.
Continuing with its philosophy of pay for
performance, Fluor further refined its compensation programs
to improve alignment and incentives for people to achieve
business and individual goals.
Well Positioned for
Growth
With our major restructuring actions completed, including
the reverse spin-off of Massey Coal, we are now both strategically
and financially well positioned to deliver on our growth objectives.
Our strategy of selectivity to focus on added value to clients
for margin improvement has achieved meaningful success. While
consolidated backlog of $10 billion is below the $14.4 billion
level of three years ago, actual gross profit in backlog is
22 percent higher. In addition, market conditions in our traditional
EPC business are continuing to strengthen, as reflected by
the resumption of growth in new awards and backlog. Further
supporting our prospects for growth are encouraging gains
in certain of our knowledge-based services offering. Both
our Telecommunications and our Operations & Maintenance
businesses posted strong growth during the year with continuing
favorable outlooks. Early feedback from clients has been quite
positive to our new Asset Management Services business unit.
As we move forward to realize our potential
and achieve the financial performance that we have committed
to delivering for our shareholders, we are also leveraging
new information technologies and Internet applications for
additional growth opportunities. A number of initiatives are
underway or in development in this area.
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For example, during the year, Fluor teamed
with IBM to form a global business-to-business e-market named
TradeMC, which will leverage our global sourcing and supply
activities for improved schedule and cost efficiencies for
our project procurement needs. This new venture is also expected
to increasingly generate incremental revenue and earnings
by providing these services to others. This new venture is
the only e-commerce company serving the capital goods marketplace,
by providing goods and services that are common to a variety
of industries. The technology platform to execute procurement
transactions is in place and is operational. One additional
equity partner has joined the new venture and discussions
are continuing with other interested parties.
Another initiative undertaken during the
year was Fluor Daniels equity participation in Citadon,
the recent combination of the two leading Web-based project
management platform service providers. Fluor Daniel is working
with Citadon to develop a standardized industry model to drive
efficiencies across the EPC industry. Fluor Daniel has already
begun executing projects utilizing the system which enhances
the companys ability to manage complex projects, reduce
risk and create accountability. Additionally, it increases
adherence to established work processes for improved execution
schedules, cost efficiency and greater value to clients.
A third Web-based business was launched
in December 2000, called GlobEquip, designed to facilitate
the sale of surplus heavy construction and mining equipment
to high-demand regions of the world. Leveraging AMECOs
logistical support capabilities and linkage to the global
equipment market, Fluors strategic partners in the new
venture include Citibank, which will provide global banking
services, and Stukes-Atwood, which will provide commodity
exchange services.
Commitment to Safety
and Social Responsibility
Fluors dedication to value creation encompasses its
long-standing commitment to safety and to being a good corporate
citizen.
Safety remains a core value at Fluor and
is a clear competitive differentiator for the company. Long
recognized as the safest contractor in the world, Fluor met
or exceeded expectations in all safety performance measurement
categories. Record lows were achieved during the year in the
number of lost workdays and total recordable cases, as well
as in the number of workers compensation claims. In
addition to the distinct value that providing a safe working
environment represents for our employees, clients and subcontractors,
Fluors excellent safety performance provides tangible
financial returns through reduced worker compensation expenses
and lower insurance rates.
Fluors commitment to safety excellence
on its projects around the world continues to set the standard
for global construction safety. We incorporate leading-edge
approaches to injury prevention and management. Every year,
we challenge ourselves to attain improving performance in
all aspects of safety.
Fluor also has a long tradition of charitable
giving and service to the communities in which we work. Since
the creation of the Fluor Foundation in 1952, Fluor has contributed
more than $85 million to education, community and cultural
organizations throughout the world. Our people also annually
add their contributions through United Way and our Matching
Gifts Program. We take great pride in our employees
participation in their communities through the volunteering
of their time and knowledge, a tradition which was strengthened
in 1976 with the formation of the Fluor Community Involvement
Team. Additionally, Fluor has a number of programs which actively
support various education and human and services initiatives.
Summary
In 2000, Fluor made significant progress in implementing its
new strategic direction, strengthening the companys
execution platform and expanding into new service markets
that offer meaningful growth prospects. The new Fluor is well
positioned to capitalize on diverse opportunities in a favorable
global marketplace. Initiatives that have been successfully
completed or are currently underway should further enhance
our competitive position.
As we move forward, the knowledge and dedication
of our people will enable us to create increasing value for
clients. We will continually look for new ways to leverage
our extensive intellectual capital, creating new businesses,
capitalizing on opportunities in the new economy and delivering
differentiated value to all of Fluors stakeholders.
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