Company Report 2009/2010
Consultant: Aros Csilla
1. Executive Summary
Mission Statement:
We would like to present Hungary’s
agriculture, with all of it’s sights, beauties and
traditions, and we would like to help people
through our products to live in a healthier way.
Slogan:
„Buy our BIO- Buy your HEALTH!”
The History of our Company:
Our company, the Trans-Ker Ltd., was founded
in 01. 10. 2009. with four people. Then, thanks
to the fast development, the company needed
enlarging, so two more people joined us.
During the foundation and the enlarging, we
tried to search for such partners, who are ready
to do everything for the company and who
contribute in a large quantity in the work, who
have prominent professional knowledge and
who are able to work hard. Thus, we are able
to preserve our own personalities and we can
work and develop together as a team and as a
company.
Main activities and products:
Within the agricultural area, we mainly
concentrate on high quality bio fruits and
vegetables from bio farms of the SouthernEastern region of Hungary. The reason why we
started this company was that we saw the value
of life created by our ancestors and we wanted
to follow our family traditions.
Our company deals with the trade of
Hungaricums (marmalades, pickles, bottled
fruits, and raw vegetables) which are made
from bio vegetables and fruits in a traditional
way. Our products are made from solely
Hungarian raw materials.
Goals:
We would like to enter into the international
market with these products and through the
international trade of our products we would
like to popularize Hungary. We focus on
increasing the touristic enticement of the
Southern-Eastern region of Hungary. Our first
step to success was when we participated in the
Beograd Innovation Expo as the Hungarian
delegation. We received a lot of positive
feedback, which confirmed that our company
is on the right way.
We also plan to found the Trans-Ker Ltd as a
real company. With the help of our old and
new business relations, we aim to be successful
in the domestic and in the international market,
as well. It is important for us:
 to promote an environmentally healthy
lifestyle in Hungary and in Europe
 to gain new knowledge, experiences and
skills
in
entrepreneurship,
teamwork,
communication.
 to develop as individuals, as a team, as a
company.
 to prove that a green business can be
profitable.
Summary of Financial Results:
We started with 100.-EUR capital on
01.10.2009., and we finished with 189.-EUR
on 15.06.2010. Thus, our profit was 89.-EUR.
Contents:
1.
2.
3.
4.
5.
6.
7.
Executive Summary
Organization/ Human Resources
Product
Marketing
Experience
Financial Statement
Future
„Buy our BIO- buy your HEALTH!”
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3
5
7
9
10
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2. Organization / Human Resources
2.1 Company Structure:
Management positions were chosen according to
individual talents and abilities.
Mr. Balázs Tóth
CEO
Mr. Jovan Laksteter
CEO deputy
Mr. Attila László
product manager
Ms. Zsanett
Berényi
marketing
manager
Mr. Péter Babinszki
foreign trade
manager
Mr. Gergő Zubor
informatics
manager
2.2 Our tasks and personal strengths:
Mr. Balázs Tóth - CEO
Ms. Zsanett Berényi
- marketing manager
 visiting potential business
partners, development of contacts
 keeping contact with the
suppliers and purchasing the
products
 co-ordination of the processes
 development of the company
Main strengths: organization,
perseverance, purposeful
 developing the marketing and
communication plan
 creating corporate identity/
image of the company
Main strengths:
communication, dynamic,
creative
Mr. Jován Laksteter
– CEO deputy
Mr. Attila László
- product manager
 purchasing the products
 keeping contact with the business
partners
 supporting the development of
the company
Main strengths: organization,
perseverance, communication
 purchasing and compiling the
product samples
 quality control
 creating the product branches
 pricing
Main strengths:
communication, teamwork,
perseverance
„Buy our BIO- buy your HEALTH!”
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2.2 Our tasks and personal strengths:
Mr. Gergő Zubor
- informatics manager
 programming
 editing the homepage of the
company
 informatics-service
 keeping contact with the press
Main strengths: communication,
energetic, teamwork
Mr. Péter Babinszki
- foreign trade manager
We thank to our advisers who have helped
us, and who have been a positive force!
Mr. Péter Fáth
Junior Achievement Hungary
President
Mr. György Szügyi
Euromenedzser Kft.
President - CEO
Member of The European Union Parliament of
Enterprise
 creating and developing contacts
with the domestic and international
business partners
 communication and
keeping
contacts with existing partners
Main
strengths:
linguistic
competence (English), teamwork,
communication, creative
Mr. János Süli
Paksi Atomerőmű Zrt.
CEO
2.3 Advisory Board:
In order to gain the expertise that is necessary to
the entrepreneurial activity and the business
world, voluntary advisers help our work ensuring
the intellectual and practical background
necessary to the running, expanding and
developing of our company. We are grateful to our
voluntary advisers and our sponsors for our
present and future successes.
Mrs. Andrea Varga
Junior Achievement Hungary
JAM Trainer
„Buy our BIO- buy your HEALTH!”
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3. Product
3.1 Product Summary
–Why did we choose it?
Our bio fruits and vegetables are from bio farms
of the Southern-Eastern region of Hungary.
This part of Hungary is famous for its sunny,
warm climate, which is ideal for the evolving of
a nutrient-rich ground, hereby ideal for growing
vegetables and fruits full of vitamins.
„We care for Earth, you get back
your Health!”
Our products are edible for pregnant women, or
people suffering from diabetes or allergy. These
products can be consumed by everyone without
any limit of age.
We are able to develop our company by
encouraging the bio farms to develop and by
prompting quality control, so that more healthy
products can reach the customers.
Through our products we would like to promote
healthy life and care for the Earth.
We would also like to promote Hungary and its
traditions.
Our products are objects of
a high standard quality control,
named HACCP.
We purchase bio vegetables and fruits. We
signed a commission contract with a secondary
school that has a BIO workshop, so we can do
commission trade.
Bio products are healthy, because they are
cholesterol-poor, preservative-free, and they
contain minimal sugar. Our marmalades,
pickles, bottled fruits, and fresh fruits and
vegetables do not contain any chemicals,
pesticides, plant amplifiers or preservatives.
The fruits and vegetables, from which our
products are made, are grown in an old
traditional way.
Trans-Ker Ltd.
is People, Health and
Life.
„Buy our BIO- buy your HEALTH!”
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3.2 Product Branches:
3.2.1 Pickles:
 mixed vegetables
3.2.4 Fresh vegetables and fruits:
 all vegetables and fruits that grow at the
Southern-Eastern region of Hungary
3.2.2 Marmalades:
 plum
 sour cherry
 strawberry
 raspberry
3.2.3 Bottled fruits:
Our availability:
 plum
 pear
 watermelon
 melon
 pumpkin
Trans-Ker Ltd.
5600 Békéscsaba, Gábor köz 1.
Hungary
Phone Number: +36-70/941-3968
E-mail: transker5@gmail.com
Webpage: www.transkerkft.atw.hu
„Buy our BIO- buy your HEALTH!”
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4. Marketing
4.1 „PEST” Analysis
We created our marketing plan with the help of
a renewed PEST analysis, called PECCSTG
analysis, which was developed by a Hungarian
management
consultant
company
(Euromenedzser). This analysis is the
following in detail:
Political
“C” stands for Competitors and their
movements in the market. As we are the only
company in Southern Hungary the business of
which focuses on this kind of production, we
must concentrate on other regions’ small
businesses and their manoeuvres.
“S” stands for the Sociological point of view.
The high rate of unemployment in this region
makes it easy for us to find the necessary
number of people, who are ready to grow the
optimum amount of vegetables and fruits with
the traditional, old Hungarian growing process.
Economical
Global
Customers
Technological
Sociological
Competitors
“P” stands for the Political point of view. As
Hungary is a member of the European Union,
there is a strong expectation towards us to take
care of the Earth and to use bio-technology, so
we have the appropriate political environment
for the company policy.
“E” stands for the Economic point of view.
We focus on the Southern region of Hungary
and it’s agricultural potential. The growing of
vegetables and fruits is a traditional Hungarian
activity that has a several-hundred-year-old
tradition and the people living and working in
this region are able and ready to cultivate the
soil.
“C” stands for the Customer and his/her
continuously changing needs. We focused on
today’s expectations of healthy, cholesterolpoor, sugar-free, preservative-free food that is
edible for pregnant women, or people suffering
from diabetes or allergy. Our products, due to
their production process, fulfil all these
requirements.
“T” stands for the Technological point of
view. It gives us the opportunity to use the
traditional, old Hungarian growing procedure
combined with biotechnology. It means that we
don’t use any chemicals during the growing
process but we use bio-extracts to the
necessary drizzling process.
“G” stands for the Global point of view. It
gives us the opportunity of thinking in a much
bigger market than the Hungarian, as the free
flow of products in the European Union gives
us the whole market of the EU.
Our slogan formed as follows:
HUNGARY + BIO = HEALTH
Goals
Strategy
„PEST"
Analyze
„Buy our BIO- buy your HEALTH!”
means (tools)
resources and ways
(methods)
how to reach them
(achieve)
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4.2 The „4P”
Our 4 Ps turned into 7 Ps and 2 Qs, as
Professor Tim Ambler wrote in his marketing
book. We followed the analysis and formed our
Marketing Plan on the basis of this model. The
summery of this analysis is the following:
3. P: Pricing. Pricing is relatively easy,
because the production costs can be kept low,
so we were able to use the break even point
analysis easily. All of these can be followed in
the profit sheets.
4. P: Promotion. We use traditional promotion
techniques like leaflets and brochures. We
have not planned radio and newspaper
advertisements, because of the estimated
results. We had such promotional projects as
International and Domestic Fairs, where the
selling results were good.
5. P: Personal Selling. As these products are
very special we concentrate on the teaching
and training of those people who sell them, so
we teach personal selling techniques.
1. P: Product. It means product development
and packaging. As we use the severalhundred-year-old Hungarian tradition of
growing and conserving processes, which
absolutely follow today’s bio-expectations, we
fulfill the special differentiation requirements,
that gives us special benefits in product
development. The fruits are grown on such
trees, with which careful methods are used
keeping the fruits healthy. The vegetables are
also grown in a natural way in the SouthHungarian soil shone by the South-Hungarian
Sun, which are incredibly valuable.
2. P: Positioning. The positioning process was
followed by our Marketing Plan. We carefully
searched the market segments and niches that
are the most appropriate for our products. We
found the best slogan for these customers
BIO+HUNGARICUM=BIONICUM.
That means that we have biologically unique
products from Hungary for our customers.
6. P: Public Relations. PR activities help us to
put our products into the mind of the closer
society. These projects were successful, as
well.
7. P: Place. As the distribution channel works
through internet and personal selling, the
logistics and the distribution is solved by the
delivery of small trucks.
1. Q: Quality. The quality of our products is
high enough to serve the high requirements of
our customers concerning healthy life.
2. Q: Quantity. The break-even-analysis
helped us to find the critical pieces of products.
The profit sheets show how we could reach
them.
„Buy our BIO- buy your HEALTH!”
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5. Experience
5.1 Results:
Many of our customers became our regular
customers, who offer our company and our
products on the basis of their positive
experience to others. When we ran the
company, we took part in different Hungarian
and international events and fairs. Thanks to
these events and fairs, to our teamwork and
sales practice and to the high quality of our
products, our company and our bio products
became popular. Since the foundation of the
company, we have sold 240 bottles of our
products.
5.2 Competition / Award:
2009.
Volunteer work at the Kemény
Gábor Logistics and Transport
Technical School, Hungary
2009.
Volunteer work and organizing
events at the Trefort Ágoston
Technical School, Hungary
2010.
Innovation Expo
Beograd, Serbia
2010.
Company of the Year
Szeged, Hungary
We won the Hungarian Company of the Year
competition and fair, which was organized in
Szeged. When the jury gave us the award, they
said that they saw real business in our
company, which is worth to develop and to
invest in. They said that our company is based
on a viable idea.
We took part in the Innovation Expo in
Beograd, Serbia, and we received the award
for „the most beautiful stand in Europe”.
When the jury gave us the award, they said
that not only our stand was beautiful, but also
our appearance, behaviour and the cohesion of
our team were remarkable during the event and
mirrored Hungary in every detail. The contacts
we made here are just as important as the
award. We still maintain these contacts with
other student companies.
„Buy our BIO- buy your HEALTH!”
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6. Financial Statement
The break-even-point varies according to the sales figure combination of the four segments
(bottled fruits, marmalade, pickles, fresh vegetables and fruits). We earned the most profit by
selling fresh vegetables.
6.1 Profit and Loss Account in EUR
EXPENSE
REVENUE
10.01.2009-15.06.2010.
193.00 Sales
19.00 Investors/ Sponsors
22.00 Other incomings
26.00
0
89.00
Materials/Products
Marketing/PR
Delivery costs
Fairs
Wages/Salary
Profit
TOTAL:
349.00 TOTAL:
304.00
45.00
0
349.00
6.2 Balance Sheet in EUR
ASSETS
LIABILITIES
Cash
Inventory
10.01.2009-15.06.2010.
175.00 Capital
14.00 Loans
Profit
TOTAL:
189.00 TOTAL:
100.00
0
89.00
189.00
7. Future
Although our student company is now
liquidated, for us this is not the end, because
we plan to found this company as a real
company later this year with the same name.
7.1 Our goals
Based on our experience, success, our existent
and new business contacts and the support of
our consultants/volunteers, we would like to
enter into the domestic and international
market with our products.
Through the international trade of our products
we would like to popularize Hungary.
7.2 Cagliari
The award for the best company of Hungary
enables us to participate in the 21 st JA-YE
Company Of The Year Competition
in
Cagliari, Italy from 20th July to 23th July
2010.
„Success is the name of the
game!”
„Buy our BIO- buy your HEALTH!”
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