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After a 10 year period of stagnation, expenditure of cement in Serbia started to grow. During 2006, cement expenditure was 2.377 millions of tons and in 2007 there was a growth of 5 %, which caused the expenditure to rise to 2.492 millions of tons (332 kg per capita). Under the assumption of the yearly growth of 4 %, cement expenditure should reach 2.8 million tons till 2010.

The most important cement markets in Serbia are Belgrade (31%) and Novi Sad (26%). The growing trend of Belgrade market is continuous due to better investment climate, improved living standard, above average GDP and growing number of approved bank loans.

The total sales of Holcim`s cement in Serbia in 2007 reached 882.500, 00 tons, which is 1% less than in 2006. There are two main reasons for this situation: the sales in Kosovo dropped due to lower prices in that region, and the other reason is the company`s focus on production which is compatible with cement demand in Serbia.

On the other hand, Holcim managed to increase the sales of grey cement in Serbia for 6%, mostly because of the significant sales growth of rinfuse cement of over 17% in 2007. Importance of the micro-market of Belgrade lays in the fact that one third of all sales is directed to this region.

'Cement is a type of commodity which needs to be transported quickly and the transport itself is the biggest element of its price. Therefore, in case you need to transport cement to a destination which is more than 100 km away, it simply does not pay off.

In the case of Holcim in Serbia, we are a bit handicapped since our factory in Novi Popovac sold cement mostly to buyers in Central and Southern Serbia. We were not present in the market of Belgrade, since Belgrade is 160 km away from us and it was naturally supplied by the Beocin cement factory (Lafarge).

However, today's analysis show that there is a big disparity between Belgrade and Novi Sad construction market of on one side, and the market of central and southern Serbia on the other (1:2). Therefore, we have to be present in the Belgrade market as well, it is our market orientation and we have slowly started to penetrate this market which is very competitive and the prices are lower there. As a difficulty, we have higher transport costs but we fight with the quality of our product.' (Dzelatovic Maja, director of marketing and communications of Holcim Srbija A.D.)

After Holcim Group came to the cement plant, sudden development and systematic solution of present problems of environmental protection has begun. The result of such development and improvement in the period 2002-2005 was receiving of ISO 14001 Certificate, which was obtained in September 2005.

While doing a case study on Holcim Srbija A.D., a conclusion is drawn that the company made significant contributions in the following fields:
 1.Social responsibility
2.Technology
3.Infrastructure
4.Environmental protection
5.Culture preservation
社会责任——Social responsiblity

Being socially responsible is a significant part of Holcim`s business strategy and an integral part of its business plan.

The program is based on five principles:
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