Mastering M&A: A Strategic Guide for Success in the Building Materials Sector

There has been a notable growth in the building materials and construction sector in the recent years, particularly catalysed by mergers and acquisitions. A study into these deals reveal valuable insights into the rationale for driving and pursuing M&A activities.

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The building materials and construction sector has experienced significant growth in recent years, becoming a strong and thriving market. As of 2022, the industry boasts a market size of $225 billion, and it is poised for an impressive growth spurt projected at 8-12% over the next five years.

In the dynamic and competitive landscape of the building materials industry, mergers and acquisitions have emerged as crucial catalysts for growth and strategic expansion. Building materials companies actively pursue six growth levers when engaging in M&A deals.

1. Strengthen market position and close product gaps
2. Access new markets and diversify
3. Achieve cost efficiency
4. Address technological and business model disruptions
5. Build strategic alliances and collaborations
6. Drive ESG (environmental, social, and governance) agenda


In 2023, the M&A trends in the building material industry are expected to adopt adisciplined approach in response to a challenging macroeconomic environment. Despite market turbulence, companies with strong financial positions will actively pursue M&A activities, focusing on achieving scale efficiencies, entering new markets, diversifying their product offerings and acquiring new digital technologies. However, senior executives considering M&A deals must carefully identify a clear strategic rationale and develop a robust business case to ensure success in their M&A endeavours.

Kanvic Consulting has recently conducted a detailed research on mergers and acquisitions within the building materials industry. The research findings provide valuable insights into the strategic rationale driving M&A activities and organisational readiness for pursuing mergers and acquisitions.

Among the 46 major M&A transactions that have taken place in the past 13 years, the primary reasons for building material companies to engage in these deals vary. Strengthening market position and filling product gaps emerged as the most prevalent reason, accounting for 37% of the transactions. Following closely behind is the goal to access new markets and diversify, which was cited as the reason in 35% of the cases.

The study also highlighted the significance of cost efficiency, with 15% of the transactions driven by companies aiming to maintain a competitive edge in terms of costs. Additionally, addressing technological and business model disruptions were the motivation behind 10% of the deals. These findings underscore the multifaceted nature of M&A activities in the building material manufacturing sector.


Five Principles of Mastering M&A in the Building Materials Sector

Mastering the complexities of M&A transactions in the building materials sector requires a deep understanding of the industry landscape, meticulous planning and flawless execution. Building materials companies need to master five key principles of a successful M&A model.


Step 1: Develop an effective M&A strategy

Mergers and acquisitions are vital in executing an organisation's corporate growth strategy. A well-developed M&A strategy aligns well with the corporate strategy and is a foundation for future growth.

An M&A strategy must answer three key questions:

1. What is our strategic rationale for pursuing M&A?
2. Which market spaces and categories should we target?
3. What should be the size and frequency of M&A deals?

Establishing a clear strategic rationale for a potential acquisition is a critical first step in developing an M&A strategy. It helps clarify the most important reasons for any specific acquisition. It also ensures that the M&A strategy is well aligned with the corporate strategy and is an extension of the growth strategy.

The second element of an M&A strategy is identifying target market spaces based on factors such as market position, customer base, product portfolio, and technological capabilities. By identifying target market spaces and categories, companies can focus on sectors and categories that align with their strengths and offer significant growth

Finally, when developing an M&A strategy, careful consideration must be given to the size and frequency of deals. This decision should be based on a thorough evaluation of the organisation's financial capacity, integration capabilities, and market dynamics. By tailoring the M&A strategy to the company's unique circumstances, organisations can optimise their chances of success and create sustainable value.

Step 2: Take a disciplined approach to the target search and selection

Once the M&A strategy is in place, the focus shifts to identifying and selecting suitable targets. One of the key pitfalls in M&A is not adopting a disciplined approach to target search and selection. While it's okay to be governed by opportunism sometimes, successful M&A deals consistently show that the 'bring me the deal' approach can lead to lost time and resources and unrealised synergies later.

By adopting a disciplined approach to target search and selection, companies can minimise the risks associated with poor decision-making and increase the likelihood of successful acquisitions. A structured target search can also help discover 'hidden gems', sometimes ignored by even successful acquirers based on the established wisdom. For example, one consumer company found to its surprise, that one of its largest competitors in a category was shifting its focus away from B2C to B2B and could be a potential target for acquisition to gain a dominant market position.

The first step in target selection is to define the criteria for evaluating potential targets. These criteria should align with the strategic objectives of the acquiring company and may include factors such as market position, geographic reach, technological capabilities, financial stability, and cultural fit. By clearly defining these criteria, organisations can establish a framework for objectively assessing potential targets and avoiding the pitfalls of subjective decision-making.

Furthermore, the criteria must be weighed and prioritised in line with the company's strategic priorities. This ensures that the chosen target aligns with the organisation's long-term vision and has the potential to deliver the desired value.

Once the criteria are established, conducting a systematic search for potential targets is crucial. The target search involves leveraging market intelligence, industry networks, and professional advisors to identify suitable candidates. By casting a wide net and considering various options, companies can increase the likelihood of finding the right fit.

Step 3: Value the deal for its strategic value

Companies use several valuation methodologies to value a target company, from multiples to discounted cash flows. To master M&A in the building materials sector, it is crucial to value the deal for its strategic value to a company's growth strategy and competitive position. This involves considering factors beyond the immediate financial impact, such as the potential gain market share, access to new customer segments or geographies, enhanced product offerings and acquiring new digital capabilities.

Valuing a deal for its strategic value enables organisations to assess the broader impact on the company's competitive position and its ability to achieve its strategic objectives. Considering the strategic implications of the deal for the company also helps generate options for the deal negotiation and helps prevent biases in strategic decision-making.

By taking into account strategic factors alongside financial metrics, companies can gain a more comprehensive understanding of the true value that the acquisition can bring.

Step 4: Think of post-merger integration upfront

The true value of an M&A deal lies in the effective integration of the merged entities. This involves harmonising operations, aligning cultures, optimising processes, and capturing synergies. One common mistake in M&A is not adequately planning for post-merger integration.

This crucial step is necessary to avoid significant challenges and missed opportunities. It is vital to consider post-merger integration up front and develop a comprehensive integration plan to ensure a successful M&A outcome in the building materials sector. By considering post-merger integration early in the process, organisations can anticipate potential hurdles and devise strategies to overcome them.

Key points for a successful post-merger integration include effective communication and change management. Transparent and consistent communication with employees, stakeholders, and customers is crucial to alleviate concerns and ensure a smooth transition.

Furthermore, it is essential to designate integration leaders and cross-functional teams responsible for driving the integration process. These teams should have clear objectives, well-defined timelines, and regular progress evaluations. By actively managing the post-merger integration process, organisations can maximise the value derived from the acquisition and position themselves for long-term success.

Step 5: Build M&A muscle

Research has shown that frequent acquires perform better than occasional acquirers. To master M&A in the building materials sector, companies should focus on building key internal capabilities to enhance their odds of success in frequent acquisition activities.

Developing an internal M&A competency or "M&A muscle" enables organisations to navigate the complexities of M&A more effectively and capitalise on growth opportunities, especially when companies make inorganic growth a major lever of their corporate strategy.

Building M&A muscle involves investing in talent, systems, and processes dedicated to M&A activities. It is crucial to have a dedicated team or individuals with expertise in conducting due diligence, negotiating deals, managing integration, and post-merger integration. These professionals should deeply understand the building materials industry, market trends, and M&A best practices.

Moreover, companies should establish standardised processes and frameworks to guide M&A activities. This includes creating an M&A playbook that outlines the steps, key considerations, and evaluation criteria for each stage of the M&A process. A well-defined and consistent approach ensures that M&A activities are conducted
systematically and efficiently.

Furthermore, organisations can benefit from developing relationships with external advisors and experts in the building materials sector. These partnerships provide access to specialised knowledge, market insights, and industry connections, which can significantly enhance the effectiveness of M&A activities.

In conclusion, mastering M&A in the building materials sector requires a strategic approach and careful consideration of each step of the process. Developing an effective M&A strategy, taking a disciplined approach to target search and selection, valuing deals for their strategic value, planning for post-merger integration, and building internal M&A capabilities are all essential elements for success. By following these steps, companies can enhance their odds of success in M&A activities and position themselves for sustainable growth and competitive advantage in the dynamic building materials sector.

About the authors

Deepak Sharma is Cofounder and Director at Kanvic Consulting where Shiv Sharma is a Principal.

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