The domestic subsidiary of Coca-Cola giant climbed to the fourthposition, in terms of sales, among the 28 countries the Greek groupis present in, from the fifth position it held in 2004, the yearwhen Călin Drăgan was appointed to run the bottler's domesticoperations. Drăgan explains for Business Magazin the strategy hehas bet on during these years to develop the business.
"As with a manual gearbox, I've changed the speed in the companyduring the term I received in 2004," says Călin Drăgan, generalmanager of Coca-Cola HBC Romania and Moldova.
The description covers six years of completely differentconditions, when the market shifted from a period of franticconsumption to the other extreme, with 2009 as the first year whenbeverage bottlers saw their turnover slide after almost two decadesof ongoing growth.
"I've always believed the growth pace would slow down at a certainmoment and depending on this I've made all the decisions related tobusiness coordination and the ones for cost restructuring," addsDrăgan, 44, an engineer by training.
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How a Romanian entrepreneur works: several budget scenarios for2011, investments on hold and frozen salaries
Mirabela Tiron
Businessman Radu Enache, owner of Continental hotel chain, whichoperates 14 hotels on the Romanian market, maintains he is drawingup several budget scenarios for next year, which may have to bere-corrected, as market instability is making it hard to set uphypotheses.
"I don't see very pleasant things for 2011, either, considering thecountry situation hasn't improved. Although for next year we have adownbeat and an upbeat scenario, I believe it is highly likely thatwe will work with the downbeat scenario, which means our generatingthis year's figures, namely stagnation," Radu Enache stated.
According to the data provided by the Romanian entrepreneur, in thefirst eight months of 2010 the hotels he owns posted revenuessimilar with last year's, although the chain's accommodationcapacity rose by 15% as two hotels were opened late lastyear.
The falling revenues prompted Enache to halt hiring, freeze mostsalaries and pay part of employees on sole trader contracts.Moreover, all the group's development plans have been put onhold.
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