“If the crisis did not happen, we would probably never bought Droga Kolinska. We have become an established regional company. We have stronger manufacturing and distribution than any other country in the region. In Serbia we are perceived as a local company with three factories and the largest distribution system, our key products are produced in Serbia, we employ 1,600 people, Serbia participates with 24 percent of total revenues of the company, and Serbia is an excellent market for all the other products of Atlantic group which are manufactured in other countries and regions, as well as for the products of our principals. We have a similar position in Slovenia where we are also seen as a local company, as well as in Macedonia and Bosnia and Herzegovina. This is a significant competitive advantage. We had a situation where the Drug Kolinska was the least profitable in Croatia, and the strongest in Slovenia, Serbia, Bosnia and Herzegovina … We were present throughout the whole South-Eastern Europe. It was quite the opposite in the case of the Atlantic group. It was strongest in Croatia, and less strong in Bosnia and Herzegovina, Slovenia and Serbia. Now, when we unite all these results, we have a perfect position in every way. You do not need special imagination to link all this strategically. But you need to be competent.
Tedeschi mentioned the latest research of Valicon, company that monitored the brands present in all the markets of former Yugoslavia, and the three products of Atlantic group were on the list of TOP 10. These are argeta, cedevita and kokta, which now stand equal with brands such as Coca Cola, Nivea, Milka or Nes coffee.
“If you ask me which of our products is the most wanted and has the best prospects outside the region, then this is certainly argeta which already has a significant presence in the markets of Austria, Switzerland, Germany and Sweden. Furthermore, since this is an exceptional product, we count on Middle Eastern countries because of their bilateral relations with Bosnia and Herzegovina. In the same manner, we rely on the bilateral agreement with Russia for wade range of products manufactured in Serbia” said Tedeschi.
When asked about the market situation, Tedeschi confirmed the depression in all the markets in which he operates. “None of the markets have a significant growth, and we consider it good if markets don’t collapse. However, even on the markets that are collapsing, we are more successful than the competition, and we are expanding in our core categories. On one hand, that is a great indicator. On the other hand, being ambitious managers, we believe we can do even better.”
When asked about his expectations in regards to the parliamentary elections in Slovenia, Croatia and Serbia, where his company operates, Tedeschi says he does not expect drastic changes in the environment. “I do not see a new black scenario. After all, the current situation is black enough and can hardly get any darker. In general, I will always welcome people who will know to deal with this situation. But I have no need to declare anything in advance or give support to anyone. I do not see any direct risks for the company. The problem of economic crisis is greater than both the region and the Atlantic group.”
Talking about fears caused by new economic crisis, Tedeschi says that it does not scare him so that he should seek shelter and make some dramatic moves: “This, however, does not mean that we can act carelessly and irrationally. When I think about the direction the world is taking, I have a lot of dilemmas about how the existing model is obsolete and what decisions need to be made. As far as the European Union is concerned, I am an idealist, I think it has a future and it could operate as a new form of ‘United European States’. But lot of people I talk to tell me that I am crazy and it is not a good direction because Europe will never be a new America. Europe is believed to be either more compact and stronger or to be a loose association, and as such it will be vulnerable just like the variety of ‘Greeks’, and nobody will know how to repair it.”