Publication 20 years of Delta Holdinga

Na “istočnom frontu” On the “Eastern front”
Sankcije i izolacija zemlje na početku devedesetih godina
ozbiljno su ugrožavali privredni život u Srbiji, zbog čega je Delta
donela stratešku odluku da svoje poslovanje proširi na tržište
Rusije i država bivšeg Sovjetskog Saveza. To je bio način da se
sačuvaju već prikupljeni dobri kadrovi, sa namerom da se po
završetku ekonomskih sankcija, i ljudi i poslovi vrate u zemlju.
Ali, taj aspekt nije bio pod kontrolom kompanije i potrajao je
duže nego što se očekivalo.
Na tržištu Zajednice Nezavisnih Država, nastale na prostoru
bivšeg Sovjetskog Saveza, Delta je počela da razvija prestižni
svetski brend Nike, što će biti jedan od izazovnijih poduhvata
u bogatoj istoriji Kompanije. Multinacionalna kompanija
Nike, velikom ime u svetskom biznisu, nije bila spremna
da samostalno uđe na kompleksno tržište nastalo na
raspadu SSSR-a i njegove socijalističke ekonomije. Delta je
hrabro odlučila da prihvati izazov: razvoj Nike-a u Rusiji i
ZND prepoznat je kao riskantan posao, ali sa neslućenim
mogućnostima za razvoj. Iako situaciona analiza nije bila
precizna, ili nije sugerisala ulazak u novi posao, ovaj put je
presudila preduzetnička hrabrost i intuicija, što se pokazalo kao
ispravan izbor.
Tako je Delta dobila veliki posao i preselila značajan broj
sposobnih kadrova u Rusiju. Za kratko vreme robna marka
Nike bila je, zahvaljujući Delti, odlično pozicionirana na tržištu
Rusije i ZND. Kako su uslovi na tržištu bili vrlo teški za planirani
razvoj brenda, ušlo se u samostalan razvoj maloprodajne mreže,
što je donelo izuzetan rezultat. Ruska prilika je prepoznata i
iskorišćena: prodor na ovo tržište dao je šansu za otvaranje
novih poslova, zbog čega je u jednom periodu, u prvoj deceniji
svog rada, Delta bila veća kompanija u Rusiji, nego u svojoj
matičnoj zemlji Srbiji.
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20 GODINA YEARS
PRVI SKOK 1991/2000. THE FIRST LEAP 1991/2000
Imposed sanctions and the isolation of the country at the
beginning of the 1990s seriously threatened the economy in
Serbia, and therefore Delta made the strategic decision to
expand its business into the markets of Russia and the states
of the former Soviet Union. It was the only way to keep already
employed good staff on board. The idea was to return both
business and people back to the country after the economic
sanctions were lifted. But this aspect was not under the
company’s control and it lasted much longer than expected.
In the market of the CIS, established on the territory of the
former Soviet Union, Delta started to develop the prestigious
global brand Nike, in what would be one of the more
challenging enterprises in the rich history of the company.
Multinational Nike, a big name in the business world, was not
ready to enter independently into the complex market built
on the collapse of the USSR and its socialist economy. Delta
courageously decided to accept the challenge: the development
of the Nike business in Russia and CIS was recognized as risky
business but with the implied opportunities for development.
Although the situational analysis was not precise or simple and
did not suggest such a business venture, the entrepreneurial
courage and intuition ruled in favor of such a decision that was
later to be proved to be correct.
Thus Delta developed big business and moved a significant
number of skilled personnel to Russia. In a short time, the Nike
brand was very well positioned in the markets of Russia and CIS,
thanks, of course, to Delta. Since the conditions in the
market were very difficult for the planned development of
the brand, the Company started to develop independently a
retail network which brought remarkable results. Business
opportunity in Russia was identified: penetration into that
market gave new business opportunities, which made Delta