(694519527) TEMA5_mk strategic_2015 (1)

7/25/2019 (694519527) TEMA5_mk strategic_2015 (1)

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TEMA 5 INFORMATIA ICOMPETIIA N

CADRUL SISTEMULUI DEAFACERI

DISCIPLINA:PRINCIPIIDE MARKETINGSTRATEGICINAFACERI

CONF. UNIV.DR. CAMELIASURUGIU


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FACULTATEA DEADMINISTRATIESIAFACERI,UNIVERSITATEA BUCURESTIMASTER:CONSULTANTA INAFACERI


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CONTINUT

5.1. Concepte gener!e

5.". In#or$t%&e $r'et%ng(n )%)te$*!&e #cer%

5.+. C*!egere &e %n#or$%%


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5.1. CONCEPTE GENERALE


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Managerii seniori din cadrul organiaieisolici!

"eriodic colec!area de %n#or$%% pentr* ,%p*te #*n&$ent &ec%-%%!e.

Dec%-%%!e sun! de cele #ai #ul!e ori

ne)tr*ct*rte.

In#or$%%!e &e $r'et%ng )trteg%c sun!necesare "en!ru a s"ri$ini organiaia )

&e)coperepoten%!*! &e /n-r% "en!ru unanu#i!"rodussau seri%iciu&


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iden!i'icarea si descrierea )eg$ente!or &e p% ceo'er cel#ai#are"o!enialde %(nri)

tr%0*te!e pro&*)e!or ce!e $% )o!%c%tte iorice #sur de ada"!arenecesar)

en%t*r%!e &%n /n-r% a!e"!a!ela di'eri!e "reuri)

op%*n% !ternt%e &e $r'et%ng "en!ru "rodus)

co)t*r%!et%nger%% o0%ect%e!or &e $r'et%ng&


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O or%entre &e )*cce) ctre c!%ent"resu"unec organiaia!re*uie:) %&ent%#%ce neo%!e % &or%ne!e c!%en%!or

cu o c(!#ai#areacura!ee)

) %&ent%#%ce c/t &e $*!t c!%en%% prec%-&%#er%te !*cr*r% "e carele doresc)

) pro%ecte-e % ) o#ere pro&*)e % )er%c%%"en!ru a %eni+n +n!(#"inaracerinelor clienilor i

co#unicace

s!e%

a

lori&n caul(n cre c!%en%% n* t%* )*n* pot #enionacu "reciieceea ce(% &ore)c,ORGANI1AIAESTE FORAT S G2ICEASC.


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5.". INFORMATIADE MARKETING5NSISTEMULDE AFACERI


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Dec%-%%!e corecte )e 0-e- pe c*not%ne care decurg din

%n#or$%%3carelarandullor se *aea pe &te.

Dte!e )e re#er ! un se! de nu#ere i o*ser%aii *ru!e,nes!ruc!ura!ei neselec!a!e&

Ace)te&te )*nto0%n*te : din cadrulorganiaiei, din o*ser%aiide "ia i cerce!arede "iacare cons!i!uie *aa cuno!inelor !eore!ice i conce"!uale ale

"ieei&

Organiaiileu!iliea aces!ecuno!ine(n pro%ectere )t*&%%!or&e cercetre &e $r'et%ng +n %edereacolec!riide da!e&


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I#"unand o anu#i! s!ruc!ur i un anu#i! sco"cerce!rii da!elor, orgn%-% &e-o!t %n#or$%%cre o 6*t ! !*re &ec%-%%!or&

In#or$%%!e &e $r'et%ng )e concentre- pere-o!re pro0!e$e!or &e $r'et%ng&

Rele%anai %aloarea in'or#a!iilor sun! uor de a"recia!&

In#or$%%!e cre * #o)t proce)te (n ce)t

$o& )*nt c*not%ne. C*no)t%nte!e se re'er la $o&*! (n cre $nger%%

rec%one- ! %n#or$%%!e o#er%te&


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Un 0*n )%)te$&e %n#or$%% "er#i!e organiaieis$on%tor%-e-e)%$*!tno r%ette &e ct%%t% &e p%.

0a!ru )et*r% &e #ctor% %n#!*ene- poten%!*! p%ee%, iarorganiaiaarene%oie de %n#or$%% c* pr%%re !:

1 2&Accesul "e "ia1 3& Mri#ea"ieei si cre!erea%anarilor1 4& Mediul concuren!ial

1 5& S!ruc!ura"reurilor

1. 5ne!egere&%$en)%*n%!orc7e%e !e ACCESULUIPE PIA"resu"une+nelegerea,co$p%!re %n#or$%%!or c* pr%%re !: cursulde sc/i#* legislaia'iscal cerine de liceniere regle#en!ri cu "ri%irela sn!a!ei siguran as"ec!e "oli!ice,socialei cul!urale


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3& In'or#aiile cu "ri%ire la MRIMEA PIEEI ICRETEREA VAN1RILORs!a*ilesc :

o ni%elurile i !endinele de consu#,o "ar!iculari!ilegeogra'ice

o i#"ac!ulseg#en!rii&

Din aceas!"ers"ec!i% sun! necesare%n#or$%% c* "ri%irela: %n#!*ene!e cerer%%6 econo#ic,geogra'ic,cli#a!ic %$port*r%8 %olu#, %aloare,surse,!endine con)*$6 %olu# i cre!ere, seg#en!are,cerere deri%a!

Cei #aii#"or!ani'ctor% ce tre0*%e %ne)t%gt% sun!: !endinelesocialei cul!urale, de%ol!areaecono#ic i #ediul'iic&

0en!ru pro&*)e!e %n&*)tr%!e3 es!e de ase#enea necesar$)*rre&%$en)%*n%%cerer%% &er%te "en!ru "roduseiser%icii&

Tendinele "e "ieele 'inale s!a*ilesc cererea"e "ieele indus!riale&


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4& E%aluarea MEDIULUI CONCURENIALnecesi!

in'or#aiicu "ri%irela:

pro&*c%e 6 %olu# i cre!ere) )tr*ct*r6 co!e de"ia,locaie,ca"aci!a!e p*ncte tr% 6 #ri#e, !e/nologii, linii de "roducie, #rci

+nregis!ra!ei "a!en!e&

In%es!igarea)tr*ct*r%%p%ee% "resu"une: %&ent%#%cre co$pet%tor%!or %$portn%3 e)t%$re cote!or &e p% ale aces!ora, c*notere p!n*r%!or % cpc%t%% aces!ora "reen!e i

%ii!oare&

9. STRUCTURAPREURILOR Necesi! un !ra!a#en!a"ar!e&

O seriede as"ec!e "ri%ind s!ruc!ura"reurilor!re*uieanalia!e,ianu#e:pre*r%!e conc*ren%!or$rc%co)t*r%&e trn)port.


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n de!er#inarea cerinelor cu "ri%ire la %n#or$%%!e !egte&e pro&*),"a!ru)et*r% &e #ctor% !re*uielua!i +n considerare: "rodusde *aculoare,gus!,#ri#e,designi s!il,#a!erialeu!ilia!ecarac!eris!iciale "rodusului,s"eci'icaii!e/nice,

!rans"or!i de"oi!are in'or#aiiasocia!e "ro#o%are

A#*alareacu"rinde dou as"ec!e: *n*! #%-%c3 ce ser%e!e'unciunilor de "ro!ecie i unulce "ri%e!e #*nc%*n%!e &e pro$ore % %n#or$re care"o!

'i 'oar!e e'icien!e +n s"ecial "en!ru "rodusele %(ndu!e "rin dis!ri*uia de#as&

0en!ru pro&*)e!e %n&*)tr%!e !re*uie s se acorde o a!enie

deose*i!condiiilor de de"oi!are& Ma!erialelecaresun!"ericuloasesau "o! con!a#inaal!e#a!erialenecesi! al!e

condiii de de"oi!are& Pro&*)e!e %n&*)tr%!e de o*icei necesi! coduri i se#ne dis!inc!i%e de

iden!i'icare&


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PROMOVAREA es!e unul din "ri#ele ele#en!eale #i8ului de #ar9e!ing "e care organiaia !re*uie sle in%es!ig/ee&

C$pn%%!e &e pro$ore co)t%)%tore "en!ruanu#i!e"roduserepre-%nt 0r%ere &e %ntrre "e"ia "en!ru 'ir#ele cu resurseli#i!a!e&

Organiaiae8a#inea:te7n%c%!e &e pro$ore *t%!%-te i

ni%elul c/el!uielilor aloca!e "en!ru 'iecare din aces!e!e/nici&

Uneoriorganiaia!oc o prte &%n 0*get*! &e pro$ore &%)tr%0*%tor%!or% /n-tor%!or cu a#nun!ul+n e'or!ullor de ($p%nge pro&*)*!ctre cn!e!e&e &%)tr%0*%e.

n ul!i#ii ani3p*tere /n-tor%!or c* $n*nt*! pe $*!te p%ee tr&%%on!e #ort pro&*ctor%% ) c7e!t*%)c o $re prte 0*gete!or &e pro$orepe pro$o%% &re)teret%!er%!or.


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Organiaiile !re*uie s cunoasc i s #oni!oriee DISTRIUITORIIMA;ORIAI PRODUSELOR.

Es!e i#"or!an! $on%tor%-re $o&%#%cr%!or cre * !oc (n cn!e!e*t%!%-te i s de!er#inea%an!a$elei al!erna!i%eleal!orcanale&

Fctor% ce tre0*%e $on%tor%-% a!en!:

Ser%c%%!eo#er%te &e &%)tr%0*%tor%% /n-tor%% c* $n*nt*!3

Re$0!re3

Stocre3

Merc7n&%)%ng

D%)tr%0*%#%-%c )*!og%)t%c&e p%

0e anu#i!e"ieese a!ea"! un anu#i!ni%elalser%ice7ului&

Ser%ce,*! de"inde de cer%ne!e te7n%ce3 po!%t%c%!e &e (n!oc*%re pro&*)e!or&e#ecte3 grn%%3 repr%% % $entenn.

Organiaia!re*uie ) )e &ec%& &c:

s ai* un sis!e#de dis!ri*uie'iic "ro"riu sau

s u!ilieeo 'lo! co#ercial i organiaiilecares se ocu"e de de"oi!are&

A%an!a$elei dea%an!a$ele'iecruia!re*uie+nelese&


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0rac!icile de #ar9e!ing i#"lic i s!a*ilirea i#odi'icareaPREURILOR.

N%e!*! co$pet%%e% "e "ia "oa!e de!er#inan%e!*! % #!e4%0%!%tte pre*r%!or.

Organiaia!re*uie s cunoasc:pre*r%!e pro&*)e!or conc*rente+n

orice #o#en!, "recu#irec%%!e "osi*ilealeco#"e!i!orilor la

sc/i#*rile de "re&


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5.+. CULEGEREA DE INFORMAII


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In#or$%%!e&e(ncre&ere % corecte cu "ri%irela clieni re"rein! un %ngre&%ent e)en%! (n$r'et%ng*! )trteg%c.

Mul!eorganiaiide #ar9e!ingcon)%&er c t%*cre !e )*ntc!%en%%, iaro a*ordare#e!odologic

+n ceea ce "ri%e!e colec!area in'or#aiilor cu "ri%irela clieni nu es!enecesar&

Organiaiile"o! !i cine le sun!clienii, dar !o!da!es!e i#"or!an! ca aces!ea ) c*no)c *n&e!e )*ntc!%en%%(n %%tor.

Cu a$u!orul te7no!og%%!or $o&erne % *nor)o#t*r% core)p*n-tore, organiaiile "o!&e-o!t #%%ere &e %n#or$%% c* pr%%re !c!%en%, care sun! accesi*ile i "roiec!a!e as!'el +nc(!s "oa! 'i lua!edeciiicoeren!e&


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In#or$%%!e c* pr%%re ! c!%en% "ro%inde la: co$pn%% &e )%g*rr%3 0nc%3 cr%

&e cre&%t3 !%)tee4terne.

Aces!ein'or#aiisun!o*inu!e cu a$u!orul: cerce!rilorde "ia, scrisoride direc! #ail, !elesales,

anc/e!e"rin "os!a, in!er%iuri"rin !ele'on, in!er%iuri"ersonale&


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Fir#ele dis"un de in'or#aii de #ar9e!ing in %nreg%)trr%!e%nterne.

Aces!ea includ e%iden!ecu "ri%ire la%anari,%anari"ersonale,cores"onden!ecu clien!iiindi%iduali&

Surselese re'erala : asocia!iileco#ercialecare"roduc ra"oar!e, cerce!ari)

al!es!a!is!ici"en!ru co#"aniilecare'ac"ar!edin asocia!ii) "resaco#erciala&

Ra"or!urisicerce!ari"u*lica!einde"enden!cu "ri%irela anu#i!e"ie!esun!realia!ede organia!ii"recu# M%nte! > >.$ %n te!.co$=?

Econo$%)t Inte!!%gence Un%t> >.eco n o$ %)t.co$ =top%c)=eco n o$ %)t,

%nte!!%gence,*n%t?3 Mr'et Re)erc7> >.$ r'etre)erc7.co$=?

So*rceoo' 7 ttp:==>> >.)o* rce0 oo').co$=
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Stt%)t%c%!e g*ern$ent!e :cerce!ari "ri%indc/el!uilelile gos"odariilor,s!a!is!ici"ri%ind %en!urile na!ionalee!c&;

C!%ent%% Discu!area'a!ain 'a!acu clien!ii Discu!areacu clien!iila !ele'on Co#unicareain scriscu clien!ii

Co$pet%tor%% Vii!area#againului Vii!areas!anduluila o e8"oi!iesau al!e"reen!ari Ra"or!ulanualal'ir#ei carees!e"u*lic

F%r$e cre n* conc*re- c* &) De e8& o"ereaain acelasisec!or,dar"e o regiunedis!inc!a Sc/i#*de in'or#a!ii in ur#aderularii anu#i!orsonda$e

F*rn%-or%% In'or#a!ii des"re#a!erii "ri#e In'or#a!ii des"reconcuren!i"e *aa de con'iden!e

Con)*!tnt%%Direc!oride *anca sicon!a*iliAgen!ii "en!ru in!re"rinder


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Fir#ele de consul!an!a realieaa cerce!ari de "ia!a"en!ru :a #asuraa!i!udinileconsu#a!orilorsaua iden!i'icane%oilesidorin!ele consu#a!orilore!c&

Da!ori!acunos!in!eloracu#ula!e,aces!easun!ca"a*ile) o#ere con)%!%ere %n #or$*!re )trteg%e% &e$r'et%ng.


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0resu"unederularea#ai#ul!or e!a"e: DEFINIREA PROLEMEI 6 o*iec!i%ele de cerce!are

se s!a*ilesc"en!ru a o'eri in'or#a!iilecu "ri%irela:

o"iniile, a!i!udinile, credin!ele, in!en!iile, cunos!in!ele,co#"or!a#en!ul indi%iilor&

CONSULTAREA INREGISTRARILOR COMPANIEI SIA SURSELORDE DATE PULICATE

con)*!tre)*r)e!or&e &te p*0!%cte, "recu#si rporte!or

nter%ore o#er%te &e orgn%-t%%!e e4terne in anu#i!e"erioade"o! o'eri ras"unsuri la o "ar!e sau la !oa!e as"ec!ele "ro*le#ei ceur#eaaa 'i iden!i'ica!e)

in anu#i!esi!ua!iies!e necesarae#ect*re *ne% cercetr% &e p%t@

daca es!e necesararealiareaunei cerce!aride "ia!a,de !eren, ur#a!orul"as es!e acela de a decide daca cerce!area %a 'i realia!a de ca!reco#"aniesau de ca!reun consul!an!e8!ern)

deciia cu "ri%ire la necesi!a!ea realiarii #uncii de !eren, iar dacaaceas!a se i#"une, carees!e cea #ai*una #e!odade cerce!are


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SPECIFICAREA LOCATIEI3 MARIMEA SI TIPUL

ESANTIONULUI

COLECTAREA DATELOR

ANALI1A DATELOR

EVALUAREA REULTATELOR

FORMULAREA RECOMANDARILOR DE

ACTIUNE&


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(694519527) TEMA5_mk strategic_2015 (1)

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