Sevan Marine: exploring China

This thesis has been conducted by four students on the behalf of Sevan Marine ASA, a Norwegian company in the floating offshore application industry. The aim of the thesis is to provide the company with an overview of the Chinese offshore industry, and possible entry strategies for their FPSO and driller units. The thesis is based on secondary literature and personal interviews. With expanding deep-sea activities in South China Sea, opportunities for international companies with deep-sea technology will emerge. This is due to the lack of deep-sea technology in the Chinese oil industry, thus creating opportunities for Sevan Marine. The findings reveal that the Chinese market is complex, with a high degree of governmental involvement. In addition, the legal framework, poor IPR standards and a distinct business culture, makes it a challenging market. As the Chinese offshore market has a monopolistic structure, Sevan is dependent on an agreement with the state owned oil company CNOOC. Sevan should not invest heavily in the Chinese market before an agreement with CNOOC is reached. However, increased market activities at the Singapore office are recommended, due to close proximity and reasonable financial costs. Through the established network with COSCO, Sevan Marine might develop a sustainable relationship with CNOOC, resulting in future contracts. They should create a position in the Chinese market based upon their deep-sea drilling capabilities and history of production in China. A Build, Own Operate model is the preferred business model for Sevan Marine in China. By conducting this through a JV with COSCO, important financial contributions will be secured as well as access to key networks and relationships. An alternative strategy is to sell a finished driller to CNOOC, which will create financial gain in short-term for Sevan Marine, but includes risks concerning IPR