Our strategy is to become one of the global industry leaders by EBITDA and sustain a leading position by margins and returns on investment.
One of Severstal’s main strategic priorities is to maintain resilience to
the industrial cycle through high margins and conservative financial
ratios.
- We target at least 20% EBITDA margin over the cycle as one of the key
performance indicators.
- We also target a net debt/normalized EBITDA* ratio of not more than
1.5.
We are happy to report that we successfully achieved both targets in 2010.
Thanks to a strong performance of our core assets in Russia, and ongoing
restructuring of our facilities in the developed markets, our EBITDA margin
increased from 16.6% in 2009 to 24.0% in 2010. By the end of 2010, we reduced
2010 net debt/EBITDA to 1.3, bringing us to a targeted level of financial
leverage.
We will continue our focus on high-margin, resilient and growing regional
and product markets in steel and mining, to ensure that we sustain our meeting
of these targets, despite inherent industry volatility.
*Normalized EBITDA – average EBITDA from 2004 and till current
year.
Severstal growth drivers
Severstal is a vertically-integrated steel company focused on high-growth
emerging markets.
There are a number of crucial industrial growth drivers which we believe are
key to our success, and which will ultimately help us achieve our financial
objectives.
| Cost competitiveness |
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We believe that cost competitiveness in every region where we produce steel
is a vital element of our success, and a key to industry-leading margins and
returns on investments. Our flagship facility, Cherepovets Steel Mill, is one
of the world’s largest standalone integrated steelworks by capacity. It has
also consistently been ranked as one of the ten lowest-cost steel producing
plants in the world.
After asset restructuring in the US, and upon the completion of the
long-term investment programme in 2011, Severstal Dearborn and Severstal
Columbus will be the most efficient and modernised facilities in the US.
We will also continue our relentless focus on managing costs in our mining
facilities, to counter the global trend of rising mining costs.
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| Vertical integration |
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Vertical integration is an integral part of our business model. We are one
of the few international steel companies with a strong position in both iron
ore and coking coal.
We are fully self-sufficient in primary steel-related raw materials in
Russia, and in the US our local coking coal capacities are more than sufficient
to provide full economic integration for our steel plants in North America.
We target at least 80% global economic self-sufficiency in both iron ore and
coking coal, to secure cost competitiveness, improve total margins, and smooth
our performance over the cycle. We build and develop steel assets only in those
regions where it’s possible to get access to competitive raw materials at a
price below global benchmarks. We will continue to prioritise investments in
raw materials to achieve this selfsufficiency goal, so that our steel
production is fully balanced by own iron ore and coking coal.
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| Presence in consolidated and growing markets |
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The high level of market consolidation secures better production discipline,
while our presence in growing markets allows us to increase our revenues and
earnings together with our customers, and target emerging high-potential niche
segments.
Our main regional markets demonstrated excellent growth rates in 2010 on the
back of recovery from the global economic crisis: steel demand in Russia grew
by approximately 35%, and in the US, by approximately 30% year-onyear,
according to the World Steel Association. We have a positive mid-to-long term
outlook for all our target regional markets.
We expect at least 8% growth in demand for steel in Russia in 2011, and
continuing sound growth thereafter, on the back of rising personal incomes and
growing demand for modern housing, cars and much-needed infrastructure.
After the economic recovery is complete, US steel demand will rise in line
with the long-term trend, determined by population growth and the need to build
up previously underinvested infrastructure.
Our new focus – India – will be one of the highest growth areas in the next
decade, with the annual increase in demand for steel in excess of 7-8% a year
for the next decade.
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Executing our strategy in 2010: steps towards a new Severstal
Sustaining positive momentum in Russia
In 2010, Severstal's Russian steel and mining assets performed strongly,
aided by the general recovery in demand for steel and the booming raw materials
markets. Russian steel assets were nearly fully utilised through the year, with
total EBITDA growth of 27.1%. We maintained our strategic focus on the domestic
market with the launch of several valuable downstream organic growth
initiatives:
- TPZ Sheksna with 250,000 tonnes of welded tubes and profiles for
construction
- A renovated HDG line in Cherepovets adding 400,000 tonnes of new
galvanizing capacity
- A joint venture stamping facility with Gestamp and joint venture steel
service centre with Gonvarri – both in Kaluga region, several hundred km from
Moscow
We also increased our share of the domestic market in the total sales of
Severstal Russian Steel from 55.6% to 61.0%. Cost control and recovery in
demand allowed us to increase the per-tonne profitability of our steel
operations despite rapid inflation in raw materials costs.
Bringing the asset structure in line with our strategic targets
In 2010, we made continuous steps to bring our international asset structure
in line with our financial and strategic targets. In Europe, the Group reduced
its stake in Lucchini S.p. A. to 49.2%. In North America, the Group sold
Northern Steel Group, the processor and distributor of steel products, and also
the steelmaking facilities of Warren, OH, Wheeling, WV, and Sparrows Point,
MD.
The restructuring of our US assets allowed us to focus on the development of
the most profitable and resilient parts of our US business – Dearborn and
Columbus. These facilities were profitable in 2010, by EBITDA, despite economic
difficulties and rising raw materials prices. We expect a much stronger
performance from these US assets from 2011 and beyond, with the completion of
their investment programmes expected by the end of 2011.
Entering new frontiers for our vertically-integrated business model
We have taken the first steps in our development of a new regional market –
India. In December 2010 Severstal and NMDC, the leading iron ore producer in
India and one of the major global suppliers of iron ore, signed a Memorandum of
Understanding to establish a joint venture company to build an integrated steel
plant, with a capacity between 2 and 5 million tonnes (to be determined at
feasibility stage). The plant will be located in the state of Karnataka, close
to the industrial heartland of southern and western India and close to multiple
iron ore mines. In line with our strategic priorities for cost leadership and
vertical integration, the joint venture intends to have its captive coking coal
mining subsidiary in Russia and its iron ore mining subsidiary in India, to
ensure long-term supply of all primary raw materials to the proposed steel
plant. Strategically, the rapidly expanding Indian market will become one of
our main priorities.
Developing our global raw materials base
We continued to develop a portfolio of growth options in steelrelated mining
by investing in acquisitions and developing early-stage mining projects
internationally. In the Putu iron ore project in Liberia, where Severstal is
the majority stakeholder with a 61.5% interest, an independent mineral resource
report confirmed estimated natural resources of 2.4 billion tonnes, with
approximately 34% iron concentration, twice the initially estimated reserves
base.
In May 2010, the Group acquired a 16.5% stake in Core Mining which controls
exploration licences for the Avima iron ore deposit in the Republic of Congo
(Brazzaville) and the Kango iron ore deposit in the Republic of Gabon. Both
projects are at an early exploration stage with a significant resources
potential of high-grade iron ore with Fe content over 50%.
Finally, the Group acquired an exploration and development licence for the
Tsentralnyi field in Tyva republic, South Siberia, with a resource potential of
640 million tonnes of high-quality hard coking coal. These developments will
offer us a wide range of options to develop our raw materials base in the long
term, through a diversified and balanced portfolio of low-cost, high quality
deposits.
To ensure the self-sufficiency of our projected steel mini-mill operations,
in the third quarter of 2010, we completed the acquisition of a 25.6 % stake in
Iron Mineral Beneficiation Services (Proprietary) Limited (IMBS), a research
and development company based in Johannesburg, South Africa. IMBS has developed
a coal-based Finesmelt technology capable of processing unusable iron ore fines
and thermal coal into valuable metallic products similar to DRI/HBI. Currently,
IMBS is developing its first commercial project in Phalaborwa, South Africa. As
a part of the transaction, we acquired a 51.0 % stake in International Iron
Beneficiation Group Limited (IIBG), a newly formed company that has an
exclusive license to commercialise the technology worldwide (outside of South
Africa and neighbouring countries).
Priorities for 2011
One of our key priorities is to strengthen our asset portfolio and to
increase profitability in North America, as the local market recovers from the
steel demand recession, and we complete the modernisation and expansion of
production volumes.
Upon the completion of ongoing investments, the total production capacity of
Severstal North America will reach around 5.5 million tonnes, almost evenly
split between integrated and mini-mill production routes. Severstal Dearborn
will launch a new cold-rolling mill, pickling and galvanizing lines, which will
make it the region’s most modern and technically advanced producer of
automotive steel, well positioned to benefit from the ongoing strong recovery
of US flat steel market and automotive demand. Severstal Columbus, which
demonstrated consistently high utilisation rates and positive annual
profitability, even at the bottom of the market, will launch its second phase
in Q3-Q4 2011, bringing its total hot-rolled band capacity to 3.1 million
tonnes and doubling its galvanized products capacity to 1 million tonnes.
We will continue to develop our core Russian steel and raw materials assets.
In Russia, we will be engaged in selective growth in highvalue- added products,
adding another colour-coating line with 200,000 tonnes of capacity in
Cherepovets. We will also maintain our focus on cost control in both steel and
mining through a continuous improvement programme, and targeted investments in
increasing efficiency and modernisation.
We will continue to develop our business platform in India through the
partnership with NMDC, and our global portfolio of mining projects in iron ore
and coking coal.
Our strategy is supported by one more key element, the Business System of
Severstal, which we developed in 2010, and which we expect will help us to take
leading positions in the industry for financial performance, internal
procedures, corporate culture, safety and client relations.
Creating Platform for Growth
Entering new frontiers for our vertically-integrated business model

Maxim Tevs
NMDC Project Leader
"In 2010, we took the first step in developing our presence in India, a new
fast-growing emerging market for Severstal. In December 2010 Severstal and NMDC
Ltd, the leading iron ore producer in India, signed a Memorandum of
Understanding to establish a 50:50% joint venture company with the objective of
building an integrated steel plant in India.
The plant will be located in the state of Karnataka and has annual crude
steel capacity between 2 and 5 million tonnes, probably constructed in phases.
The selected site for the plant is close to the industrial heartland of
southern and western India, close to many potential customers and the operating
iron ore mines of NMDC.
In line with our strategic priorities for cost leadership and vertical
integration, the joint venture company proposes to have its captive iron ore
mining subsidiary in India as well as having a coking coal mining subsidiary
(most probably in Russia). The proposed steel project has a target to become
one of the world’s lowest-cost steelmaking plants and would be the only steel
greenfield project in India fully-integrated in both iron ore and coking coal
raw materials.
Severstal and NMDC will conduct the technical and economic feasibility study
jointly during 2011, to decide on project’s final investment specifications and
product portfolio. Both companies have agreed to contribute investment
proportional to their equity stakes. We believe in strong partnership with
NMDC, one of the most reputable enterprises in India. It has an excellent track
record of developing mining business in the county and will be responsible for
local institutional support and ensuring iron ore supply. Severstal will
provide technical assistance and will be responsible for operational control at
the steel plant.
Strategically, India is an attractive market for Severstal with strong
macroeconomic and industrial fundamentals. Long-term growth in domestic
consumption, demographic suitability and a young growing population,
progressive urbanisation and rising living standards, all provide the basis for
sustainable high economic growth in the country. Being a net steel importer,
India has significant potential for growth in demand for steel, particularly
due to the need to develop infrastructure. Given favourable market prospects
and the structural low-cost advantage of access to abundant high-quality iron
ore, the Indian steel sector enjoys high profitability and may provide
attractive investment opportunities."
Getting access to one of Russia’s major coking coal deposits

Dmitry Sakhno
Tyva Project Leader
"In September 2010, Severstal obtained a licence for further exploration and
coal extraction at the Tsentralniy coalfield in the western part of the
Ulug-Khemskiy coal basin in the Tyva region, South Siberia. The coalfield is
located in Tandinskiy kozhuun (district), 32 km from the capital of the region,
Kyzyl city, and has an area of 96 sq. km.
Preliminary exploration of the western part of the basin was carried out in
1986-1988 and resources of the Tsentralniy field were estimated at 640 million
tonnes of coking coal. The field has ten coal seams, but 70% of resources are
contained in one seam called Ulug, with average thickness of 3.5 metre. The
depth of the Ulug seam varies from 250 metre to 500 metre. The coal will be
extracted by the underground method.
According to the licence agreement, we plan to carry out additional
exploration of the coalfield in 2011–2013 and to start construction of the mine
and surface infrastructure in 2015. The annual coal production is expected to
reach almost 10 million tonnes by 2019.
As a part of the project, Severstal, together with other investors involved
in coalfield development in Tyva, and the Russian government, will finance the
construction of 400 km of railway connecting the Tyva region with the existing
Russian railway network. The Russian government has already allocated US$1.7
billion from its Investment Fund to the project. The railway will be mostly
used for transporting coal."
Further development of the Putu Range iron ore project in Liberia

Alexander Soloviev
Putu Range Project Leader
"In 2008, Severstal acquired a 61.5 % stake in African Iron ore Group Ltd,
located only 130 km inland from the deepwater shoreline of eastern Liberia. We
are advancing the project in a joint venture with African Aura Mining Inc,
which has a 38.5% interest in the project.
The project has estimated resources of 2.37 billion tonnes of
hematite/magnetite iron ore within the planned pit, with an estimated grade of
34% Fe based on a report issued by SRK Consulting Ltd in February 2011,
prepared under the Guidelines of National Instrument 43-101. SRK Consulting
also identified the potential for a further 1 billion tonnes to 2.5 billion
tonnes of iron ore below the project’s existing pit shell. To date, about
41,000 metres have been drilled and further extensive drilling is underway as
part of the Bankable Feasibility Study, scheduled for completion in 2014, with
interim Pre-Feasibility study being completed by 2012.
In 2010, a Mineral Development Agreement for Putu Iron Ore Project was
granted and ratified by the Government of Liberia. The MDA sets the fiscal
regime for the development and mining of the Putu iron ore project for a period
of twenty-five years and is extendable in line with the life of the mine.
We expect to start production at the end of 2017, with potential output of
at least 20 million tonnes of concentrate. This project will allow us to become
a significant player in the iron ore seaborne market."
Diversification into a new prospective market of metallic iron

Artem Simonov-Beschinskiy
IMBS/IIBG Project Leader
"In 2010, Severstal acquired a 25.6% stake in Iron Mineral Beneficiation
Services (Proprietary) Limited (IMBS), a research and development company based
in Johannesburg, South Africa. IMBS has developed a low-cost Finesmelt
technology capable of processing iron ore fines and thermal coal into valuable
metallic products similar to DRI/HBI.
The primary product of the Finesmelt process is a highly metallised metallic
iron briquette, which is produced at lower than melting temperatures. The
technology is a low-cost electric thermo-chemical technology process that
converts 62+% superfine iron-bearing material, such as magnetite and hematite,
into high quality metallic iron without agglomeration. The Finesmelt plant
design is modular and scalable with limited infrastructure requirements. This
makes it possible to achieve comparatively low capital and operating costs. The
process is also an environmentally sustainable and has a capacity to use iron
ore waste dumps and tailings. The end product represents a highquality
substitute for scrap metal in steel production, primarily for consumption by
Electric Arc Furnaces.
IMBS has formed a joint venture to implement its first commercial project at
Phalaborwa, South Africa, at the site of Rio Tinto’s Palabora Mining Company.
Construction is planned to start in April 2011 and commissioning is planned for
early 2012. The initial capacity of the Palamin project is 50,000 tonnes a year
of metallised product, and will be further expanded up to at least 500,000
tonnes a year. IMBS aims to produce up to 3.0 million tonnes of the product a
year in South Africa by 2017.
Industrial Development Corporation (IDC), the state owned investment agency
of South Africa, has committed to providing necessary political, economical,
and financial support and joined the Palamin project as an equity partner.
As part of the transaction with IMBS, Severstal also acquired a 51.0% stake
in International Iron Beneficiation Group Limited (IIBG), a newly formed
company that has an exclusive licence to commercialise the Finesmelt technology
worldwide (outside of South Africa and neighbouring countries)."