Annual Report
II. Business Analysis
Terme 3000 in Moravske Toplice celebrated its 45th anniversary in the tourism industry, which nowadays is built on natural properties of therapeutic black thermal mineral waters, a rich tradition and a variety of destination stories. We designed a new marketing communication strategy for improved market penetration; in advertising we concentrated on individual guests and increased marketing communication activities in the 5* hotel Livada Prestige. The planned reorganisation of the marketing department was carried out by introducing key market management. Sales promotion was performed mainly in the domestic market with a focus on so-called event marketing. An attractive accomplishment was the Aqua loop toboggan, an attraction that complemented swimming pool facilities. In creating new products, we intend to strengthen co-operation with providers of various amenities in the surrounding areas. In the health resort of Radenci we adapted services to meet the requirements of target guests and visitor groups. The Spa was renamed the Radenci Health Resort to emphasise the tradition of effective treatments for cardiovascular diseases and health services in the Medico Corrium wellness centre. At the end of December a trial operation was carried out in the renovated hotel complex Izvir – a significant milestone in the development and marketing of this health resort. By expanding the wellness range of services in Terme Banovci, we focused on new guest segments: active and local residents. Owing to the fact that active holidays associated with sports and recreational activities are in demand, Terme Lendava developed programmes for cycling and trekking, Nordic walking and preparation training for sports team. In Terme Ptuj the services provided by the 4* star Grand Hotel Primus were enhanced by additional activities in the Gemina XIII club and Valens Augusta wellness centre, the only one in the region of Spodnje Podravje. With its rich Roman history and tradition of local habits and customs, Ptuj provides rich inspiration for organising events that complement tourist services. Last year we organised a Roman wedding in Grand Hotel Primus for the first time, which formed a part of the Roman spectacles in Terme Ptuj (Roman wedding, Roman games and Saturnalia). In the Kurent Consortium, whose co-founder is the company Terme Ptuj, we assisted in the organisation of this oldest mass event in Central Europe – the Kurent Festival.
REAL ESTATE One of the achievements which made us most proud last year was the Modri Kvadrat office complex in Ljubljana. The architect received a Golden Pencil for this project, a prestigious acknowledgement by the Chamber of Architecture and Land Development as the best business facility in 2008. We made our contribution to the reduction of global warming by constructing energy-saving buildings with lower heating costs and reduced greenhouse gas emissions. The planning of such buildings is adapted to meet customer requirements, so market research is conducted with questionnaires and interviews with present and potential customers either in-the-field or in focus groups.
OTHER OPERATIONS Marketing activities in the company Energetika Sava d.o.o. concentrated mostly on buyers of fuels made from wooden biomass. In existing remote-controlled systems we focused on adjusting price ratios between energy sources and sold heat energy. With the opening of a new factory for the production of refined wooden biomass in the Republic of Serbia, we launched the strategy of introducing local alternative sources of energy supply in the region. A similar project on a smaller scale was started in Macedonia.
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