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2.2 MISSION, VISION AND STRATEGIC GOALS<br />

20<br />

The mission of HSE, Slovenia’s leading<br />

company in the power sector, in addition<br />

to preserving its market leading position<br />

in the domestic market, is the development<br />

of the Slovenian power sector in<br />

economic as well as scientific terms, as<br />

well as establishing it in the international<br />

environment.<br />

The company’s basic vision is to ensure<br />

the optimum utilization of Slovenia’s power<br />

and human resources, and to establish<br />

a competitive enterprise in the global<br />

energy market that would be able to<br />

compete in the domestic and foreign electricity<br />

market, while at the same time<br />

expanding its business activities and<br />

thereby reducing business risks arising<br />

from market fluctuations in individual<br />

product markets.<br />

HSE is a market-oriented enterprise,<br />

combining its subsidiaries’ business functions<br />

that enable the exploitation of synergies<br />

and contribute to rationalization of<br />

operations on the level of a holding company.<br />

The introduction of joint marketing and<br />

entering the market under a common<br />

brand has denoted start of HSE development<br />

in the direction of becoming an<br />

important and reliable Central European<br />

supplier of power products. By doing so<br />

the company is also ensuring safe and<br />

reliable power supplies for the domestic<br />

consumers, social security for employees<br />

in its subsidiaries and the sustained development<br />

of the Slovenian economy.<br />

HSE business activities will mainly be<br />

taking place in the field of energy and<br />

environmental activities. In addition to<br />

fulfilling the basic goals as set down by<br />

the Government of the Republic of Slovenia<br />

at the company’s establishment,<br />

the company’s strategic development<br />

will be going in the direction of building<br />

a so-called “multi-utility” concept and the<br />

establishment of new sales programs<br />

such as gas, oil, coal, water and waste.<br />

Diversification of the sales program is a<br />

necessity as it contributes to the balancing<br />

of risk distribution. The planned<br />

“multi-utility” concept also includes the<br />

expansion of HSE trading activities into<br />

commodity markets as part of the socalled<br />

“multi-commodity trading” program.<br />

Trading in these markets represents<br />

an opportunity for HSE to improve<br />

its financial performance and reduce risks<br />

in the field of electricity trading.<br />

With its goal of sustained growth and<br />

internationalization HSE will intensively<br />

keep on seeking business partners in the<br />

Alps - Adriatic region, the entire Central<br />

European area and the markets of the former<br />

Yugoslavia. This is why we are planning<br />

to open an HSE office in Belgrade,<br />

while we will be doing the same in other<br />

regions of former Yugoslavia depending<br />

on the current needs, future possibilities<br />

and market conditions.<br />

Affiliated company HSE Italia will be<br />

established in 2003 with the purpose of<br />

attaining rights for the creation of balance<br />

<strong>group</strong>s in Austria and Germany and the<br />

penetration of the Italian market. One of<br />

pre-conditions for the creation of a balance<br />

<strong>group</strong>, which enables cheaper transit<br />

via Austria to the German market, is to<br />

have founded a company in the European<br />

Union. The company is also going to<br />

serve as a means for direct sales in the<br />

Italian market and to enable the selection<br />

process of clients or to seek ways of gaining<br />

access to the higher price range. It<br />

will also act as a link between the Italian<br />

partners and HSE in potential investment<br />

projects to be undertaken in Italy.<br />

The company’s strategic goals are as follows:<br />

• Construction of the chain of hydropower<br />

plants in the lower part of the<br />

Sava river<br />

• Increasing the market share in the<br />

domestic electricity market<br />

• Increasing the market share in foreign<br />

electricity markets<br />

• Reduction of operating costs in companies<br />

within the Group<br />

• Inclusion in trading with other commodities<br />

(“multi-commodity trading”)<br />

• Expansion of business operations to<br />

communal power distribution<br />

• Controlled management and supervision<br />

of power-related projects<br />

• Managing the strategic development<br />

and investment programs<br />

• Resolution of the stranded investments<br />

As HSE is one of Slovenia’s largest<br />

enterprises it is of vital importance that<br />

we consistently keep on building its<br />

brand. This is why in 2002 special<br />

attention was dedicated to raising<br />

awareness on HSE mission and vision<br />

among our key publics. The new corporate<br />

visual identity, presentation<br />

materials, corporate advertisement,<br />

website and internal magazine are<br />

merely some of the tools that have<br />

raised to a high level the knowledge<br />

and perception of HSE as strategically<br />

the strongest player in the electricity<br />

market. Today the brand is sufficiently<br />

recognizable in Slovenia to be<br />

able to perform with confidence in the<br />

restless electricity market, while at the<br />

same time bearing a sufficient communication<br />

range internally within the HSE<br />

Group so that each one of its employees<br />

is able to find an opportunity for

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