Post-Merger Integration What Are the Keys to a Successful Merger?
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POST-MERGER INTEGRATION WHAT ARE THE KEYS TO A SUCCESSFUL MERGER? www.wavestone.com In a world where knowing how to drive transformation is the key to success, Wavestone’s mission is to inform and guide large companies and organizations in their most critical transformations, with the ambition of a positive outcome for all stakeholders. 2 FOREWORD In increasingly competitive and global By analyzing the results of this survey and markets, many companies continue to gathering other relevant project feedback pursue external growth as a means to from Wavestone experts, we’ve identified strategic development. In fact, France’s the main reasons for failure but also the mergers and acquisitions (M&A) market good practices and critical success factors has returned to pre-crisis levels—with more in three key areas of post-acquisition than 1,500 transactions in 2018. integration programs: But, despite this high number of fusions, / Integration strategy and merger pro- companies should not underestimate the cess steering, complexity involved in merging businesses / Technological integration, (in terms of synergies, structural and / Change management. cultural changes, etc.), something that must often be achieved to short timescales and In this insight, we present the results and by management and operational teams that main learning points from the study. rarely have significant experience of what’s needed. It’s clear that such high-stakes exercises are still often poorly executed: only 40% of them create the expected level of value. What makes these mergers so challenging? And how can such challenges be overcome? To answer these questions and help inform decision makers, Wavestone’s teams interviewed over 100 business leaders who have taken part in such exercises. PHILIPPE PESTANES Partner at Wavestone, Strategy 2 3 AUTHORS PHILIPPE PESTANES BENJAMIN GAUTIER Benjamin, a manager at Philippe, the Wavestone Wavestone, has spent over partner in charge of the six years developing his company’s strategy offering skills in the field of strategy and its Consumer Goods & and transformation consul- Services Practice, has over ting. He has considerable 20 years of strategy and expertise in market analy- transformation consulting sis, growth and innovation experience. Over the course of his career, Philippe strategy, and transformation and performance-im- has worked on a wide range of business challen- provement programs. He regularly works on M&A ges—from strategic analysis to improving opera- projects (due diligence, post-acquisition integra- tional performance. tion, etc.) for corporate clients and investment He has led numerous projects on business-model funds. In parallel, he lectures in strategic manage- development, the definition and launch of new ment at several institutions, including Université offerings, and the steering of strategic transforma- Paris-Dauphine, ESSCA, and the PSB Paris School tion programs—including several business mergers. of Business. He is the author of the book, Pro en He works with leading players in the consumer Stratégie [“Be a Strategy Pro”] (éditions Vuibert), goods and services sectors (retail, fast-moving a practical guide designed to help senior leaders consumer goods, e-commerce, telecoms, media, and managers define and implement their orga- entertainment, etc.) and with investment funds, nization’s strategy. to evaluate and implement their investment and [email protected] M&A strategies. [email protected] This insight was produced with contributions from Louise Brouquier and Perrine Larroche, and draws on the experience of Laurent Bellefin, Sylvain Franchini, Romain Gagliardi, Sarah Lamigeon, and Guillaume Raoux. 4 SUMMARY 06 Mergers: contexts and issues 13 Merger integration strategy and steering 29 Technological integration 37 Change management 42 Conclusion 4 5 MERGERS: CONTEXTS AND ISSUES 6 6 7 Mergers: contexts and issues After a difficult period during the financial By pursuing such fusions, companies aim crisis (where the value of deals fell to to meet one or more of their strategic €69bn in 2010, compared with €166bn objectives, in particular consolidating their in 20011), the M&A market has again seen core business (for 77% of respondents), high levels of activity in recent years. In accessing new markets (for 67%), and 2018, in France, there were over 1,500 establishing themselves in geographical mergers—with the associated investments areas (56%). totaling over €140bn2. The strategic objectives most frequently cited by respondents were: Consolidating the core business (and increasing market share) 77% Accessing new markets (products, services, distribution channels, etc.) 67% Establishing the business in new geographical areas 56% Diversifying the business portfolio 44% Acquiring new skills (technological, industrial, patent-related, etc.) 33% Taking a position upstream or downstream in the value chain 23% Others 3% 1. Fusions&Acquisitions Magazine 2. Option Finance 8 Usually complicated (as a result of / What are the challenges associated a requirement to achieve synergies, with merger operations? develop organizational structures, support / What distinguishes mergers that cultural harmonization, etc.), and with a achieve their ROI objectives from need to deliver to tight timescales while those that fail to do so? ensuring business continuity, Post-Merger Integration (PMI) is one of the most / What are the keys to delivering a difficult challenges a business leader may successful merger? have to face. A relatively rare event in a leader’s career, These are the questions we set out to it requires responses and approaches that answer in this study, and to which we are quite different from those deployed provide some of the answers. in day-to-day management. And it’s clear that such high-stakes exercises are still often poorly executed and struggle to generate the value expected. In fact, only 40% of respondents in our survey said they had met or exceeded their return on investment (ROI) targets. The overall ROI objectives were: % of respondents 27% 31% 13% 14% 15% EXCEEDED ACHIEVED PARTIALLY NOT NO ACHIEVED ACHIEVED VIEW EXPRESSED 8 9 SCOPE OF THE STUDY In order to identify the key success human resources, and information systems. They also represent a range of factors in a merger, we interviewed about company sizes (with a minimum revenue a hundred managers and senior leaders of €100m), operating in France’s main who have been involved in at least one business sectors (industry, services, high- M&A program within the last five years. tech, banking and insurance, etc.). Those interviewed work in business Lastly, the mergers studied had values functions that are closely involved in such ranging from less than €10m to over €1bn programs: senior management, strategy, and represented a broad range of business transformation, finance and administration, settings and merger types. Business sectors of the companies surveyed: 26% 18% 14% 13% INDUSTRY SERVICES HIGH-TECH BANKS INSURANCE 107 MUTUALS, FINANCIAL SERVICES RESPONDENTS 11% 9% 4% 3% 2% RETAIL, FAST MOVING PUBLIC WORKS, ENERGY, UTILITIES MEDIA, TRANSPORTOF CONSUMER CONSTRUCTION, ENTERTAINMENT PEOPLE GOODS, REAL ESTATE OR GOODS, LUXURY SECTOR LOGISTICS Respondents’ business functions: 28% 21% 20% 20% 7% 4% DIRECTOR OR CEO/VICE PRESIDENT/ DIRECTOR OR DIRECTOR OR STRATEGY DIRECTOR, OTHER FUNCTION HR MANAGER MD/COO MANAGER, IT MANAGER MERGER,ACQUISITION FINANCIAL/ TRANSFORMATION/ ADMINISTRATIVE FUNCTION 10 Revenues of the companies surveyed: 6% BETWEEN €100m AND €250m 20% BETWEEN €250m 50% € AND €500m OVER €1.5bn 24% BETWEEN €500m AND €1.5bn Value of the merger transaction: 18% 7% 16% 25% 14% 20% OVER €1bn BETWEEN BETWEEN BETWEEN LESS THAN NO VIEW €500m €100m €10m 10m€ EXPRESSED AND €1bn AND €500m AND €100m 10 11 MERGER INTEGRATION STRATEGY AND STEERING 12 12 13 Integration strategy and steering of the merger process Aligning ROI and synergy objectives with All too often, the economic objectives the reality on the ground take into account only a partial view of the reality on the ground, as well as An integration program must reflect underestimating some of the operational both the merger’s objectives (strategic, difficulties (change management, financial, etc.) and its main features (scope workstream coordination, etc.); this can and degree of integration, timescales, lead to overestimation of the potential etc.); but also—and above all—it must take benefits. Estimation of the potential for account of the operational realities. value creation may also be overstated in A recurrent economic driver for mergers order to gain shareholder buy-in. Such is the potential for synergies between the overestimation only increases the risk of businesses involved. As a result, ROI and failure. synergies are usually considered to be the two key indicators to track the success or failure of a merger; in our survey, 92% of the mergers that achieved their value creation objectives also achieved the expected synergies. But these indicators may also be contributory factors to failure. «During the due diligence phases, assessments of synergies are often carried out in top-down mode; this takes a fragmented view of the reality on the ground, which, in turn, leads to overvaluation of the potential benefits» LAURENT BELLEFIN Partner at Wavestone, Digital & IT Strategy 14 Once the objectives and features of the 41% of respondents achieved 100% of the merger have been aligned with the reality expected synergies in finance functions, on the