School Of Economics & Business Administration

MSc in Management
2009/2010

Coursework in Management of Organizations

Pr. Constantinos S. Katsikeas

Presented by
Gkoutsidou Maria - Anastasia
Kaintari Evangelia
Kousopoulos Fotios
Tevdoradze Nino
Votsari Eleftheria
 BUSINESS PLAN

EKO A.B.E.E.
Vision:
Be the 1st choice of the customer and
Emphasize on:
• the quality of products and
services;
• the growth and development of
human resources;
• the return at the shareholders;
• the environment;
• social responsibility.
BUSINESS PLAN
EKO A.B.E.E.
Mission:
• Be a model company;
• Offer advanced products and services;
• Fulfill the needs and priorities of the
customers;
• Ameliorate the gains – shareholders;
• Invest on employees – working
environment;
• Collaborate efficiently with companies
collaborators;
• Efficient function – innovative, safe &
environmental friendly substructures.

BUSINESS PLAN
EKO A.B.E.E.
• Gas stations;
• Lubricants; Establishing in whole Greece
• Industrial sales; liquid gas and gas stations
• Liquid gas;
• Maritime sales;
• Air sales;
• Exports.

BUSINESS PLAN
EKO A.B.E.E.
 Turnover….

• Urban centers
• Islands
• Mountain areas
• Basically expanded in south-east
Europe
• Existing in 9 countries (Albania,
Bosnia, Bulgaria, Georgia, Greece,
Cyprus, Montenegro, Serbia, FYROM);• Differentiation in product
• Use of International language • Good price/quality relation

BUSINESS PLAN
EKO A.B.E.E.
Economic :
2008 was a year of global financial crisis.The crisis erupted in the financial sector
and spread to the real economy driving the global economy into recession;
• The price of crude oil type Brent presented with exceptional variations with successive
record prices between 144,23 USD/Bbl and 33,66 USD/Bbl (2008);
• High inflation - average 4,2 %;
• Fall of global and domestic oil market - average 1,9 %.

Legal aspects:
Domestic economic activity is induced by rules and restrictions resulting
from its participation in European Union and agreements in the framework of WTO.
• Tax increase on mineral oils
• Limit in retail prices for certain months in certain places.

Technological aspects:
The company deals with marketing of petroleum products and it doesn’t
produces products. It uses technology in terms of transportation of oil and
BUSINESS PLAN
the customer service (automated refill) logistics . ???
EKO A.B.E.E.
The industry :

• EKO (acquired BP’s Ground Fuels business activities in Greece  +1200 service stations,
+13.72% market share )  31% market share;
• Motor Oil (acquired Shell +700 service stations, +13.06%market share )  23% market
share;
• Aegean Oil;
• Jetoil;
• Elin;
• Revoil;
• ETEKA;
• Silk Oil;
• Cyclon Hellas;
• Dracoil.
BUSINESS PLAN
EKO A.B.E.E.
The market :
Market composition:
• Individuals;
• Companies;
• Government.

Customer Buying habits:

• Premium Unleaded 95
• Crude Oil (BRENT)
• Heating oil.

Existent Competitor’s Products :

• Unleaded
• Heating oil.

BUSINESS PLAN
EKO A.B.E.E.
BUSINESS PLAN
EKO A.B.E.E.
• Leading market share;
• Acquisition of BP’s ground fuels
business in Greece which
strengthened the leading position in
retail;
• Presence : 2500 retail stations;
• Well perceived brand name;
• High quality fuels and lubricants;
• Country-wide coverage;
• Strong logistics infrastructure;
There is a big possibility of explosions in the gas
• Strong financial position. stations, warehouses and tank-tracks which may
cost loss of human lives and environmental
pollution.

BUSINESS PLAN
EKO A.B.E.E.
 • Increase market share through;
acquisitions of independent retailers;
• Upgrade the retail network and expand
it;
• Development of non-fuel retail sales;
• Development of motorway service;
station network;
• The consumption of petroleum;
products;
• Worldwide economic crisis; • Potential use of natural gas by
• Decreasing worldwide oil demand and oil automobiles.
production;
• Fluctuation in the prices of crude oil;
• Fluctuations in foreign currency rates
• Changes in supply and demand
• Changes of weather conditions
• Government monitoring in the prices
• Dependence from suppliers
• National regulatory regime can effect
profitability;
• There is a certainty that earth’s oil BUSINESS PLAN
resources are adequate until 2030. EKO A.B.E.E.
• Strengthening of its leader position in oil
market in GREECE through differentiation;
• Increase presence in areas with high
demand;
• Upgrading quality of service;
• Increase brand value by the customer;
• Optimization of operating facilities.

EKO ABEE still ranks first in the

internal (17,0 %), international (33,0 %) and
total oil market (22,0 %) in Greece

BUSINESS PLAN
EKO A.B.E.E.
BUSINESS PLAN
EKO A.B.E.E.
Differentiated Fuel KINITRON
Fuels EKO KINITRON differ from common fuels because of
high technology and multiple action, namely:

Detergent:
• cleans and maintains the cleanliness of the intake valves
and injectors;
• gradually improves performance;
• economy in fuel.

Reducing friction:
• reduces friction / enhances the action of the lubricant;
protects against damage;
• improves performance;
• economy in fuel.

Reducing Corrosion BUSINESS PLAN

EKO A.B.E.E.
EKO- Greece: 2500 fuel stations (2008)
are efficiently dispersed all over Greece
(remote areas, islands, mountain areas)

Product-price differentiation

BUSINESS PLAN
EKO A.B.E.E.
• TV ads;
• Radio spots;
• Printed ads;
• Collaborations with; National Bank of Greece,
Kerosun, DIRENT OPERATING LEASING S.A., 3E,
TUI S.A. , ETHEL S.A., UNILEVER S.A.,
GERMANOS S.A;
• Sponsorships;
• Commerce of liquid gas, mineral oil, food, drinks,
newspapers, magazines;
• Establish shops in the gas stations in whole Greece
(restaurants, car wash or car fixing).

BUSINESS PLAN
EKO A.B.E.E.
Research & Development:
Increase in administered petrol stations with merger or
acquisitions.

Production Capacity and Supply Chain

implications:
• Refineries of Aspropirgos, Elefsina and Thessaloniki;
• 13 storage facilities and distribution fuels;
• 23 filling stations in main airports;
• 1 unit of production and packaging lubricants;
• 1.245 petrol stations of total 8.000 in Greece.

Financial Resources:
• High profitability of previous years; …………..
• Keep operating expenses and reduce storage cost.
Human Resources:
• 674 permanent staff (personnel changes from parent BUSINESS PLAN
company); EKO A.B.E.E.
• Continuous training and education of the staff.
• Strengthen the hegemonic position of the company due
diversification, and increase the companies trademark
within Greek society;
• Increase the number if new gas stations at the regions
of high demand and profitability;
• Perfect the quality of service in gasoline stations;
• Decrease the cost of storage and transportation of the
products;
• Perfect the building and production facility maintenance
performance;
• Readjustment of function of negative and unprofitable
enterprises;
• Perfect the company competition;
• Control over everyday expenses.

BUSINESS PLAN
EKO A.B.E.E.
• Retained revenue;
• Shares;
• Loans.
• Difficulties with raising funds due to the
economic crises in terms of investment
and reducing profit;
• Fluctuation in foreign currency rate;
• Legal or governmental barriers;
• Unexpected threats like force majeure

BUSINESS PLAN
EKO A.B.E.E.
 • Head office in Athens and other
offices in various parts of country;
• 680 permanent staff and seasonal
workers during summer.

• Measure of improvement of quality and

performance;
• Increase in financial statements, as sales,
revenue, profitability, efficiency and etc;
• Market researches on client satisfaction
and brand positioning.
BUSINESS PLAN
•
EKO A.B.E.E.