hse group
hse group
hse group
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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