85825442 Curs Master Mediul Concurential Si Competitivitatea Firmei
Mediul Concurential Al Firmei
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Rivalitatea între firmele din cadrul sectorului are ca principale forme
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Sectorul de
activitate
Puterea de negociere a furnizorilor
Puterea de negociere a
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accentXD� GLIHUHQ LHUHD� SURGXVHORU� vQ� VHFWRUXO� DQDOL]DW�� GH� DFHVWH� HIHFWH�
beneficiind toate firmele.
2� ULYDOLWDWH� LQWHQV � HVWH� HIHFWXO� DF LXQLL� PDL� PXOWRU� factori, dintre care
PHQ LRQ P�
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SHQWUX�D�IDFH�ID �FUHúWHULL�FHUHULL�SH�SLD �
¾�costuri fixe sau de stocaj ridicate: costurile fixe ridicate
GHWHUPLQ �ILUPHOH�V �XWLOL]H]H�OD�PD[LPXP�FDSDFLWDWLOH�GH�SURGXF LH��
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IL[H� úL� YDORDUHD� DG XJDW � úL� nu de ponderea costurilor fixe în cele
WRWDOH��)LUPH�vQ�FDUH�R�PDUH�SDUWH�D�FRVWXULORU�HVWH�UHSUH]HQWDW �GH�
FXPS U UL� GH� IDFWRUL� GH� SURGXF LH� GLQ� H[WHULRU� �úL� GHFL� FDUH� DX� R�
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SHQWUX� D� FUHúWH� JUDGXO� GH� XWLOL]DUH� D� FDSDFLW LL� GH� SURGXF LH�� vQ�
ciuda ponderii relativ reduse -�vQ�P ULPH�DEVROXW �- a costurilor fixe.
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FDOLW LL�VHUYLFLLORU�RIHULWH�
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FD]XO� vQ� FDUH� HFRQRPLD� GH� VFDU � LPSXQH� FUHúWHUL� VXEVWDQ LDOH� DOH�
FDSDFLW LORU�GH�SURGXF ie, acest fenomen poate genera dezechilibre
vQWUH�QLYHOXO�FHUHULL�úL�UHVSHFWLY�FHO�DO�RIHUWHL�vQ�FDGUXO�VHFWRUXOXL�
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relative:
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De asemenea, se poate determina gradul de concentrare din cadrul
VHFWRUXOXL� UHVSHFWLY� GH� DFWLYLWDWH� SULQ� vQVXPDUHD� FRWHORU� GH� SLD � DEVROXWH�
GH LQXWH�GH�F WUH�SULPLL������VDX����FRQFXUHQ L�
3RWHQ LDOLL�QRL�FRQFXUHQ L�SRW�vQWkOQL�DúD-numitele “bariere la intrare”.
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fi:
1. HFRQRPLLOH� GH� VFDU : sunt sectoare în care pentru a atinge un nivel
PLQLP�GH�UHQWDELOLWDWH�HVWH�QHFHVDU�FD�R�ILUP �V �GLVSXQ �GH�R capacitate
PLQLP �GH�SURGXF LH��DVWIHO�vQFkW�FKHOWXLHOLOH�IL[H�XQLWDUH�V �QX�GHS úHDVF �
VXEVWDQ LDO� SH� FHOH� DOH� FRQFXUHQ LORU�� 'LIHULWHOH� ILUPH� FX� R� DFWLYLWDWH�
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care nu depind de natura transportului, cum ar fi taxele de decolare, care în
PRG� HYLGHQW� VXQW� DFRSHULWH� PDL� XúRU� GH� WUDQVSRUWDWRULL� FDUH� HIHFWXHD] � DWkW�
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2� DOW � VLWXD LH� vQWkOQLW � HVWH� DWXQFL� FkQG� ILUPHOH� SRW� UHSDUWL]D� DFWLYHOH� GH�
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2. GLIHUHQ LHUHD� SURGXVHORU�� 6H� WUDGXFH� SULQ� IDSWXO� F � ILUPHOH� FDUH�
DFWLYHD] � vQ� FDGUXO� VHFWRUXOXL� UHVSHFWLY� DX� R� LPDJLQH� GH� PDUF � ELQH�
GHILQLW � úL� R� FOLHQWHO � ILGHO �� FD� UH]XOWDW� DO� DFWLYLW LL� GH� SXEOLFLWDWH� -
promovare, a sistemului de servicii furnizate clientului sau ca urmare a
VLPSOXOXL�IDSW�F �DX�IRVW�SULPLL�SH�SLD �
'RPHQLL� IRDUWH� VHQVLELOH� vQ� FHHD� FH� SULYHúWH� GLIHUHQ LHUHD� VXQW� GH� H[HPSOX��
produsele de înJULMLUH� SHQWUX� VXJDUL�� SDUIXPHULH�� E QFL� GH� LQYHVWL LL�� ÌQ� DOWH�
VHFWRDUH��FXP�DU�IL�FHO�DO�EUDVHULLORU��GLIHUHQ LHUHD�VH�FXPXOHD] �FX�HFRQRPLLOH�
GH� VFDU � vQ� ID]HOH� GH� SURGXFHUH�� FRPHUFLDOL]DUH�� GLVWULEX LH�� FRQWULEXLQG�
vPSUHXQ �OD�FUHDUHD�XQRU�REVWDFROH�LPportante la intrare.
3. costurile de transfer��3UH]HQ D�FRVWXULORU�GH� WUDQVIHU��DGLF �D�FRVWXULORU�
LPHGLDWH� SH� FDUH� FXPS U WRUXO� OH� YD� VXSRUWD� vQ� PRPHQWXO� VFKLPE ULL�
IXUQL]RUXOXL�� FUHHD] � XQ� REVWDFRO� OD� LQWUDUH�� &RVWXULOH� GH� WUDQVIHU� SRW�
include: cheltuielilH� GH� UHFDOLILFDUH� D� IRU HL� GH� PXQF �� GH� DFKL]L LRQDUH� D�
XQRU� HFKLSDPHQWH� DX[LOLDUH�� QHFHVLW LOH� GH� DVLVWHQ � WHKQLF �� 'DF �
P ULPHD�DFHVWRU�FRVWXUL�HVWH�PDUH�� QRLL� FRQFXUHQ L� VXQW� REOLJD L� V �RIHUH�
un avantaj considerabil în materie de costuri sau de rezulWDWH�GH�QDWXU �D�
FRPSHQVD�DSDUL LD�FRVWXULORU�GH�WUDQVIHU�
4. P ULPHD� FDSLWDOXOXL� QHFHVDU�� &DSLWDOXULOH� QHFHVDUH� SHQHWU ULL� XQXL�
VHFWRU� VH� SRW� GRYHGL� LQVXILFLHQWH�� FX� SUHF GHUH� vQ� VLWXD LD� DORF ULL� XQRU�
cheltuieli de publicitate riscante sau greu de recuperaW�RUL�D�DQJDM ULL�XQRU�
IRQGXUL� vQ� GRPHQLXO� FHUFHW ULL-GH]YROW ULL�� 6XQW� FD]XUL� FkQG� QX� QXPDL�
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DFRUGDWH� FOLHQ LORU�� ILQDQ UL� DOH� VWRFXULORU� HWF�� ÌQ� GRPHQLXO�
IRWRFRSLDWRDUHORU� ILUP � ;erox a creat un obstacol major la intrare prin
GHFL]LD�GH�D�vQFKLULD�DSDUDWHOH�F WUH�WHU L�vQ�ORFXO�YkQ] ULL�HIHFWLYH�
5. DFFHVXO� OD� UH HDXD� GH� GLVWULEX LH� D� SURGXVXOXL�� )DSWXO� F � XQ� QRX�
FRQFXUHQW�WUHEXLH�V -úL�DVLJXUH�GLVWULEX LD�SURGXVXOXL�VDX�SRDWH�UHSUH]enta
un obstacol la intrare. De exemplu, fabricantul unui nou produs alimentar
GHVWLQDW� XQXL� VXSHUP JD]LQ� YD� WUHEXL� V � FRQYLQJ � SURSULHWDUXO�
UHVSHFWLYXOXL�VXSHUPDJD]LQ�SHQWUX�D�FHGD�VSD LX�GH�H[SXQHUH�D�SURGXVXOXL�
QRLL� ILUPH�� &RQFXUHQ LL� H[LVWHQ L� GHMD� vQ� VHFWRUXO� UHVSHFWLY� SRW� DYHD� UHOD LL�
GH�WUDGL LH�FX�FLUFXLWHOH�GH�GLVWULEX LH�VDX�FKLDU�FRQWUDFWH�GH�H[FOXVLYLWDWH�
6. UHVWULF LL� GH� RUGLQ� JXYHUQDPHQWDO. Statul poate limita sau chiar
LQWHU]LFH�DFFHVXO�vQ�XQHOH�VHFWRDUH��7UDQVSRUWXULOH�UXWLHUH��F LOH�IHUDWH�sunt
H[HPSOH�GH�VHFWRDUH�ULJXURV�UHJOHPHQWDWH�vQ�SULYLQ D�DFFHVXOXL�
7. GH]DYDQWDMXO�XQRU�FRVWXUL�LQGHSHQGHQWH�GH�VFDUD�SURGXF LHL. Sunt
VLWXD LL� vQ� FDUH� ILUPHOH� FDUH� DFWLYHD] � vQ� XQHOH� VHFWRDUH� EHQHILFLD] � GH�
DYDQWDMH�GH�FRVW�SH�FDUH�XQ�SRWHQ LDO�QRX�FRQFXUent nu le poate surmonta
LQGLIHUHQW� GH� WDOLD� VD� RUL� GH� HFRQRPLLOH� GH� VFDU � SH� FDUH� OH� YD� RE LQH��
Avantajele majore în acest sens pot fi generate de factori ca:
$QDOL]D�HFRQRPLF �úL�ILQDQFLDU �D�ILUPHL
• proprietatea asupra unei tehnologii sau a unui produs prin brevete sau
P UFL� vQUHJLVWUDWH� FDUH� DVLJXU � GH LQHUHD� WHKQRORJLHL� VDX� D�
FDUDFWHULVWLFLORU�GH�FRQFHS LH�D�SURGXVXOXL�
• XQ�DFFHV�SUHIHUHQ LDO�OD�PDWHULLOH�SULPH�
• SR]L LRQ UL�JHRJUDILFH�IDYRUDELOH�
• VXEYHQ LL�SXEOLFH�
• FXUED� GH� H[SHULHQ �� vQ� PXOWH� VHFWRDUH� GH� DFWLYLWDWH� VH� FRQVWDW � R�
WHQGLQ � GH� GLPLQXDUH� D� FRVWXULORU� XQLWDUH� RGDW � FX� DFXPXODUHD�
H[SHULHQ HL� vQ� IDEULFDUHD� UHVSHFWLYXOXL� SURGXV�� 'LPLQXDUHD� FRVWXULORU�
HVWH�HIHFWXO�DF LXQLL�FRQMXJDWH�D�XQRU�IDFWRUL��FXP�DU�IL�� vPEXQ W LUHD�
PHWRGHORU� GH� OXFUX�� GH]YROWDUHD� HFKLSDPHQWHORU�� PRGLILF UL� vQ�
cRQFHSHUHD�SURGXVXOXL�FDUH�VXQW�GH�QDWXU �D�IDFLOLWD�IDEULFD LD�DFHVWXLD��
DPHOLRUDUHD�WHKQLFLORU�GH�P VXU �úL�FRQWURO�
'LPLQXDUHD� FRVWXULORU� FD� UH]XOWDW� DO� DF LXQLL� H[SHULHQ HL� HVWH� LPSRUWDQW � vQ�
VHFWRDUHOH�GH�DFWLYLWDWH�vQ�FDUH�IRU D�GH�PXQF �DUH�XQ�URO�Sreponderent.
'DF � H[SHULHQ D� DQWUHQHD] � R� VF GHUH� D� FRVWXULORU� vQWU-XQ� VHFWRU� úL� ILUPHOH�
H[LVWHQWH� vúL� SRW� FRQVHUYD� SURSULHWDWHD� DVXSUD� H[SHULHQ HL� GREkQGLWH�� DFHVW�
efect va conduce la instaurarea unui obstacol la intrare.
ÌQ� PRG� VLPLODU� úL� LHúLUHD dintr-XQ� VHFWRU� GH� DFWLYLWDWH� LPSOLF � FkWHRGDW �
GHS úLUHD�XQRU�REVWDFROH��FXP�DU�IL�
♦ EDULHUH�GH�QDWXU �HFRQRPLF : gradul de specializare al activelor, costurile
IL[H�GH�LHúLUH�
♦ bariere strategice: complementaritatea între sectorul respectiv cu cel al
altor firme;
♦ EDULHUH�GH�QDWXU �SROLWLF �VDX�VRFLDO ��LQWHUYHQ LL�JXYHUQDPHQWDOH�
♦ bariere de ordin psihologic�� FRPSRUWDPHQWXO� XQRU� FRQGXF WRUL� GH� ILUPH�
FDUH�QX�YRU�V �UHFXQRDVF �HúHFXO�vQUHJLVWUDW�GH�ILUP �vQ�VHFWRUXO�UHVSHFWLY�
&KLDU�GDF �REVWDFROHOH� OD� LHúLUH� úi cele la intrare sunt concepte diferite,
nivelul lor de ansamblu este un aspect important al analizei sectorului.
2VWDFROHOH� OD� LHúLUH�úL� OD� LQWUDUH�VXQW�GH�PXOWH�RUL� FRUHODWH��6XQW�GH�H[HPSOX�
FD]XUL�vQ�FDUH�RE LQHUHD�XQRU�HFRQRPLL�GH�VFDU �LPSRUWDQWH�QHFHVLW �XWLOL]DUHD�
unor active cu un grad înalt de specializare:
2EVWDFROH�OD�LHúLUH Obstacole la intrare Nesemnificative Ridicate
Nesemnificative Randamente slabe, dar stabile
5DQGDPHQWH� VODEH� úL�riscante
Ridicate 5DQGDPHQWH� ULGLFDWH� úL�stabile
Randamente ridicate, dar riscante
Furnizorii�� )DFHP� SUHFL]DUH�F � QR LXQHD�GDW � IXUQL]RULORU� HVWH�JHQHULF �� DLFL�
LQFOX]kQG�� IXUQL]RULL� GH� PDWHULL� SULPH� úL� PDWHULDOH�� IXUQL]RULL� GH� XWLOLW L�
�HQHUJLH� HOHFWULF �� DS �� DEXU� HWF���� GDU� úL� IXUQL]RULL� GH� FDSLWDO� �E QFL��
LQYHVWLWRUL��IRQGXUL�GH�LQYHVWL LL��úL�IXUQL]RULL�GH�IRU �GH�PXQF ��VLQGLFDWH��
8Q�JUXS�GH�IXUQL]RUL�HVWH�SXWHUQLF�GDF �
9�JUXSXO� GH� IXUQL]RUL� HVWH� GRPLQDW� GH� FkWHYD� ILUPH� úL� HVWH� PDL� FRQFHQWUDW�
GHFkW�VHFWRUXO�F UXLD�YLQGH��)XUQL]RULL�FDUH�YkQG�XQRU�FOLHQ L�GLVSHUVD L�DX�
vQ� JHQHUDO� SRVLELOLWDWHD� GH� D� H[HUFLWD� R� LQIOXHQ � FRQVLGHUDELO � DVXSUD�
SUH XOXL��D�FDOLW LL�úL�D�FRQGL LLORU�GH�FXPS UDUH�
9�IXUQL]RULL�QX�WUHEXLH�V �OXSWH�vPSRWULYD�XQRU�SURGXVH�GH�VXEVWLWX LH�SHQWUX�
sectorul-client;
9�sectorul-client nu este important pentru grupul de furnizori;
9�SURGXVXO� OLYUDW� GH� F WUH� IXUQL]RUL� HVWH� XQ� PLMORF� LPSRUWDQW� GH� SURGXF LH�
pentru client.
&OLHQ LL�VH�PDQLIHVW �FD�R�IRU �GH�SUHVLXQH�SHQWUX�VHFWRUXO�VXSXV�DQDOL]HL�vQ�
PRG� VLPLODU� FX� IXUQL]RULL�� DGLF � vQ� VLWXD LD� vQ care au un grad mare de
concentrare.
8Q�JUXS�GH�FOLHQ L�HVWH�LPSRUWDQW�GDF �FRQGL LLOH�XUP WRDUH�SUHYDOHD] �
$QDOL]D�HFRQRPLF �úL�ILQDQFLDU �D�ILUPHL
9�JUXSXO�HVWH�FRQFHQWUDW�VDX�FXPS U �R�SDUWH�VHPQLILFDWLY �vQ�UDSRUW�FX�FLIUD�
GH�DIDFHUL�D�YkQ] WRUXOXL�
9�SURGXVHOH� FXPS UDWH� GH LQ� R� SRQGHUH� PDUH� vQ cadrul costurilor
UHVSHFWLYXOXL�FOLHQW�� ÌQ�JHQHUDO��GDF �SURGXVXO�FXPS UDW�UHSUH]LQW �QXPDL�
R� IUDF LXQH� UHGXV � GLQ� FRVWXO� WRWDO�� DWXQFL� FOLHQWXO� HVWH� SX LQ� VHQVLELO� OD�
SUH �
9�SURGXVHOH�FXPS UDWH�GLQ�VHFWRUXO-IXUQL]RU�DX�XQ�JUDG�UHGXV�GH�GLIHUHQ LHUH�
sau sunt normalizate;
9�costurile de transfer cu care s-DU�SXWHD�FRQIUXQWD�FOLHQ LL�VXQW�UHGXVH�
9�JUXSXULOH�GH�FOLHQ L�vQUHJLVWUHD] �SURILWXUL�PLQLPH�
9�FOLHQ LL�UHSUH]LQW �XQ�SHULFRO�FRQVLGHUDELO�GH�LQWHJUDUH�vQ�DPRQWH�
9�SURGXVXO� FXPS UDW� GH� F WUH� FOLHQ L� QX� LQIOXHQ HD] � DVXSUD� FDOLW LL� VDX�
VHUYLFLLORU�UHDOL]DWH�GH�FOLHQ L�
3URGXVHOH�GH�VXEVWLWX LH��7RDWH�ILUPHOH�XQXL�VHFWRU��vQ�VHQV�ODUJ��VH�DIO �vQ�
FRQFXUHQ � FX� VHFWRDUHOH� FDUH� SURGXF� SURGXVH� GH� VXEVWLWX LH�� $FHVWHD�
OLPLWHD] � SURILWXULOH� VHFWRUXOXL� QX� QXPDL� vQ� SHULRDGH� QRUPDOH� GH� HYROX LH�� FL�
FKLDU�vQ�SHULRDGH�GH�H[SDQVLXQH��,GHQWLILFDUHD�SURGXVHORU�GH�VXEVWLWX LH�FRQVW �
vQ� D� F XWD� WRDWH� SURGXVHOH� FDUH� vQGHSOLQHVF� DFHOHDúL� IXQF LL� FD� úL� SURGXVXO�
realizat de sector.
&HOH�FDUH�WUHEXLH�XUP ULWH�FHOH�PDL�ULJXURV�VXQW�FHOH�D�F URU�HYROX LH�PHUJH�vQ�
VHQVXO�DPHOLRU ULL�UDSRUWXOXL�FDOLWDWH-SUH �FRPSDUDWLY�FX�SURGXVHOH�IDEULFDWH�GH�
F WUH�VHFWRU�SUHFXP�úL�FHOH�RE LQXWH�vQ�VHFWRDUH�vQ�FDUH�PDUMHOH�GH�SURILW�VXQW�
ridicate.
6H�LPSXQH�D�SUHFL]D�F �WRDWH�FHOH�FLQFL�IRU H�SUH]HQWDWH�QX�DF LRQHD] �L]RODW��
vQ�PRG�LQGHSHQGHQW��FL� vQ�VWUkQV �FRUHOD LH�XQHOH�FX�FHOHODOWH��6XQW�IUHFYHQWH�
FD]XULOH� vQ� FDUH� XQ� IXUQL]RU� FDUH� GH LQHD� R� PDWHULH� SULP � UDU � VDX� JUHX�
DFFHVLELO � D� YDORULILFDW� DFHVW� DYDQWDM� GHYHQLQG� FRQFXUHQW� GLUHFW� vQ� VHFWRUXO�
respectiv de activitate.
(VWH�HYLGHQW�F � LQWHQVLWDWHD�FHORU�FLQFL�IRU H�GLIHU �GH� OD�XQ�VHFWRU� OD�DOWXO�úL��
PDL� PXOW� GHFkW� DWkW�� VH� PRGLILF � SH� P VXU � FH� XQ� VHFWRU� HYROXHD] �� ÌQ�
VHFWRDUH� vQ� FDUH� FHOH� FLQFL� IRU H� VXQW� IDYRUDELOH�� FD� GH� H[HPSOX� SURGXVH�
farmaFHXWLFH�� E XWXUL� QHDOFRROL]DWH�� PXO L� FRQFXUHQ L� SRW� RE LQH� QLYHOXUL�
LQWHUHVDQWH� GH� UHQWDELOLWDWH�� ÌQ� DOWH� VHFWRDUH� vQ� FDUH� SUHVLXQHD� H[HUFLWDW � GH�
XQD�VDX�PDL�PXOWH�GLQ�DFHVWH�IRU H�HVWH�PDUH��FXP�VXQW�VLGHUXUJLD��LQGXVWULD�
FDXFLXFXOXL� HWF�� QXPDL� F WHYD� ILUPH� DMXQJ� V � RE LQ � R� UHQWDELOLWDWH�
LQWHUHVDQW �� 'HPQ� GH� PHQ LRQDW� HVWH� IDSWXO� F � UHQWDELOLWDWHD� XQXL� VHFWRU� QX�
GHSLQGH�DWkW�GH�PXOW�GH�DSDUHQ D�SURGXVXOXL�VDX�GH� WHKQRORJLD�XWLOL]DW ��FkW�
de structura sectorului respectiv. Multe sectoare banale, de exempOX�FRPHU XO�
cu cereale, sunt foarte rentabile, în timp ce altele - televiziunea prin cablu,
FRPSXWHUH� SHUVRQDOH� QX� VXQW� FX� DGHY UDW� UHQWDELOH� GHFkW� SHQWUX� XQ� QXP U�
redus de firme.
&HOH� FLQFL� IRU H� GHWHUPLQ � UHQWDELOLWDWHD� GLQ� FDGUXO� VHFWRUXOXL� SHQWUX� F � Hle
LQIOXHQ HD] � SUH XO�� FRVWXO� úL� QLYHOXO� LQYHVWL LLORU� SHQWUX� ILUPHOH� GLQ� FDGUXO�
VHFWRUXOXL�� FX� DOWH� FXYLQWH� LQIOXHQ HD] � HOHPHQWHOH� GH� UHQWDELOLWDWH� D�
LQYHVWL LLORU�� 9LJRDUHD� ILHF UHLD� GLQ� FHOH� FLQFL� IRU H� GHSLQGH� GH� VWUXFWXUD�
sectorului. Aceasta este reODWLY� VWDELO �� GDU� VH� SRDWH� PRGLILFD� SH� P VXU � FH�
VHFWRUXO� HYROXHD] �� 2� VFKLPEDUH� VWUXFWXUDO � LQIOXHQ HD] � LQWHQVLWDWHD� FHORU�
FLQFL� IRU H� úL� SRDWH� DYHD�� SULQ� XUPDUH�� R� LQIOXHQ � DVXSUD� QLYHOXOXL� GH�
UHQWDELOLWDWH�DO�VHFWRUXOXL�vQ�DQVDPEOXO�V X�
StrategiilH� FDUH� PRGLILF � VWUXFWXUD� VHFWRUXOXL� VH� SRW� GRYHGL� R� DUP � FX� GXEOX�
W Lú�GHRDUHFH�R�ILUP �SRDWH�OD�IHO�GH�ELQH�V �GLVWUXJ �VWUXFWXUD�úL�UHQWDELOLWDWHD�
VHFWRUXOXL� WRW�DúD�FXP�SRDWH�VD� OH�IRUWLILFH��'H�H[HPSOX��R�FRQFHS LH�QRX �D�
SURGXVXOXL�HVWH�vQ�P VXU �V �UHGXF �FRVWXO�GH�DFFHV�vQ�VHFWRUXO�UHVSHFWLY��GDU�
vQ�DFHODúL�WLPS�V �LQWHQVLILFH�FRQFXUHQ D�úL�V �GHWHULRUH]H�QLYHOXO�UHQWDELOLW LL��
FKLDU�GDF ��SH�PRPHQW��ILUPD�UHVSHFWLY �EHQHILFLD] �GH�SURILWXUL�PDL�ULGLFDWH�
ÌQ�VHFWRUXO� LJDUHWHORU�GH�H[HPSOX��DSDUL LD�SURGXVHORU�I U �PDUF �FRQVWLWXLH�R�
DPHQLQ DUH� SRWHQ LDO � VHULRDV � SHQWUX� VWUXFWXUD� VHFWRUXOXL� UHVSHFWLY�� ÌQ�
JHQHUDO�� SURGXVHOH� I U � PDUF � SRW� P UL� FRQVLGHUDELO� VHQVLELOLWDWHD�
$QDOL]D�HFRQRPLF �úL�ILQDQFLDU �D�ILUPHL
FXPS U WRUXOXL� OD� SUH �� GHFODQúkQG� DVWIHO� XQ� U ]ERL� DO� SUH XULORU� úL� VLPXOWDQ�
vQW ULQG�R�EDULHU �OD�LQWUDUHD�vQ�FDGUXO�VHFWRUXOXL�vQ�FDX] ��EDULHUD�UHSUH]HQWDW �
GH�EXJH XO�DORFDW�SXEOLFLW LL�
ÌQ� PRG� ORJLF�� FDSDFLWDWHD� ILUPHORU� GH� D� LQIOXHQ D� VWUXFWXUD� VHFWRUXOXL� DUH�
HIHFWH�FX�DWkW�PDL�PDUL�FX�FkW�SR]L LD�ILUPHL�HVWH�PDL�LPSRUWDQW . De multe ori
HVWH� GH� SUHIHUDW� FD� XQ� OHDGHU� GLQ� VHFWRU� V � FDXWH� V � SURWHMH]H� VWUXFWXUD�
VHFWRUXOXL�PDL�FXUkQG�GHFkW�V � vQFHUFH�J VLUHD�XQXL�DYDQWDM�FRQFXUHQ LDO�PDL�
mare.
6H� VSXQH� DGHVHD� F � VDWLVIDFHUHD� QHYRLORU� FOLHQWXOXL� HVWH� SLORQXO� FHQWUDO� DO�
UHXúLWHL�XQHL�vQWUHSULQGHUL��$FHDVW �FRQGL LH�VH�GRYHGHúWH�D�IL�QHFHVDU ��GDU�QX�
úL� VXILFLHQW � vQ� JDUDQWDUHD� UHQWDELOLW LL� XQXL� VHFWRU�� 2� LPSRUWDQ � FUXFLDO � R�
DUH� vQ� DFHVW� FD]� UHSDUWL LD� YDORULL� FUHDWH� vQ� FDGUXO� VHFWRUXOXL�� $PHQLQ DUHD�
UHSUH]HQWDW � GH� SRWHQ LDOL� QRL� FRQFXUHQ L� VH� SRDWH� WUDGXFH� VXE� IRUP � XQRU�
UHGXFHUL�GH�SUH ��
3XWHUHD�GH�QHJRFLHUH�D�FOLHQ LORU�GHWHUPLQ �P VXUD�vQ�FDUH�DFHúWLD�FRQVHUY �vQ�
IRORV�SURSULX�R�SDUWH�GLQ�YDORDUHD�FUHDW ��FHGkQG�ILUPHORU�GLQ�VHFWRU�XQ�QLYHO�
minim de rentabilitate. În sectoare cum ar fi: automobile, industria grea,
ILUPHOH�FUHD] �R�YDORDUH�LPHQV �SHQWUX�FOLHQ L��GDU�HOH�QX�EHQHILFLD] �vQ�PHGLH�
GHFkW�GH�R�SDUWH�IRDUWH�PLF �GLQ�DFHDVW �YDORDUH�VXE�IRUP �GH�SURILW��ÌQ�DOWH�
VHFWRDUH�� HFKLSDPHQW� PHGLFDO�� VHUYLFLL� úL� HFKLSDPHQWH petroliere, firmele
FUHHD] �GH�DVHPHQHD�R�YDORDUH�ULGLFDW �SHQWUX�FOLHQW��GDU� vQ�DFHODúL�WLPS�� vúL�
SUHOHY � R� SDUWH� vQVHPQDW � GLQ� DFHDVW � YDORDUH�� ÌQ� GRPHQLXO� HFKLSDPHQWHORU�
SHWUROLHUH�PXOWH�SURGXVH�IDEULFDWH�SRW�UHGXFH�VXEVWDQ LDO�FRVWXO�RSHUD LXQLL�GH�
foUDM�� &XP� VWUXFWXUD� VHFWRUXOXL� HVWH� IDYRUDELO �� PXOWH� ILUPH� úL-DX� UH LQXW� R�
SDUWH�GLQ�DFHDVW �GLPLQXDUH�D�FRVWXOXL�VXE�IRUP �GH�SURILW��(YROX LLOH�UHFHQWH��
vQV �FRQFUHWL]DWH�vQ�UHGXFHUHD�FHUHULL��LQWUDUHD�XQRU�QRL�FRQFXUHQ L�SH�SLD �úL�
o sensibilitate ridiFDW � D� FOLHQ LORU� OD� IDFWRUXO� SUH � DX� IRVW� FDX]HOH� FH� DX�
GHWHUPLQDW�FD�PDUMHOH�GH�SURILW�V �VH�GLPLQXH]H�FRQVLGHUDELO�
2� DOW � LGHH� JHQHUDO� DGPLV � HVWH� FHD� SRWULYLW� F UHLD� SURILWXULOH� GHSLQG� GH�
HFKLOLEUXO� GLQWUH� FHUHUH� úL� RIHUW �� $FHVWD� vQV � HYROXHD] � vQ� Pod constant,
VWUXFWXUD� VHFWRUXOXL� GHWHUPLQkQG� UDSLGLWDWHD� FX� FDUH� RIHUWD� FUHúWH� VDX� VH�
GLPLQXHD] �� &RQVHFLQ HOH� XQXL� GH]HFKLOLEUX� vQWUH� FHUHUH� úL� RIHUW � YDULD] � vQ�
IXQF LH� GH� VWUXFWXUD� VHFWRUXOXL�� ÌQ� PXOWH� GLQWUH� VHFWRDUH�� FDSDFLW LOH� GH�
SURGXF LH� H[FHGHQWDUH� GHWHUPLQ � XQ� U ]ERL� DO� SUH XULORU� úL� UHGXFHUHD�
UHQWDELOLW LL��6XQW�VHFWRDUHOH�vQ�FDUH�LQWHQVLWDWHD�FRQFXUHQ LDO �HVWH�ULGLFDW �
2.2 Analiza portofoliului de produse
6H� FXQRVF� PDL� PXOWH� PHWRGH� GH� HYDOXDUH� D� SR]L LHL� FRQFXUHQ LDOH� D� ILUPHL��
elaborate în GHFXUVXO� WLPSXOXL� GH� F WUH� VSHFLDOLúWL� vQ� GRPHQLX�� )LHFDUH� GLQWUH�
DFHVWHD�SRUQHúWH�GH�OD�GRX �HOHPHQWH�IXQGDPHQWDOH�
♦ HYROX LD�SLH LL�vQ�DQVDPEOXO�V X��WUHQG-ul acesteia);
♦ SR]L LD� FRQFXUHQ LDO � D� ILUPHL� vQ� FDGUXO� ILHF UXL� '�$�6�� �³GRPHQLX� GH�
DFWLYLW L�VWUDtegice”).
2.2.1 Modelul Boston Consulting Group
&RQFHSWXO� GH� ED] � FDUH� D� VWDW� OD� ED]D� HODERU ULL� DFHVWXL� PRGHO� HVWH� FHO�
denumit “FXUED�GH�H[SHULHQ ´��vQ�PXOWH�VHFWRDUH�GH�DFWLYLWDWH�VH�FRQVWDW �
R�WHQGLQ �GH�GLPLQXDUH�D�FRVWXULORU�XQLWDUH�RGDW �FX�DFXPXODUHD�H[SHULHQ HL�
vQ� IDEULFDUHD� UHVSHFWLYXOXL� SURGXV�� 'LPLQXDUHD� FRVWXULORU� HVWH� HIHFWXO� DF LXQLL�
FRQMXJDWH� D� XQRU� IDFWRUL�� FXP� DU� IL�� LPEXQ W LUHD� PHWRGHORU� GH� OXFUX��
GH]YROWDUHD�HFKLSDPHQWHORU��PRGLILF UL�vQ�FRQFHSHUHD�SURGXVXOXL�FDUH�VXQW�GH�
QDWXU � D� IDFLOLWD� IDEULFD LD� DFHVWXLD�� DPHOLRUDUHD� WHKQLFLORU� GH� P VXU � úL�
control.
$FHVW� PRGHO� GHWHUPLQ �IOX[XO� QHW�GH� OLFKLGLW L� OD� QLYHOXO�XQHL� ILUPH�
SULQ� FRPSDUDUHD� OLFKLGLW LORU� JHQHUDWH� �GHJDMDWH�� GH� ILHFDUH�
DFWLYLWDWH�FX�OLFKLGLW LOH�DQJDMDWH��DEVRUELWH) . Pentru a aprecia nivelul
OLFKLGLW LORU� JHQHUDWH� VH� LD� vQ� FRQVLGHUDUH� FRWD� GH� SLD � GH LQXW � GH� ILUPD� vQ�
$QDOL]D�HFRQRPLF �úL�ILQDQFLDU �D�ILUPHL
FDX] ��H[SULP W �vQ�PRG�UHODWLY��vQ�WLPS�FH�HYLGHQ LHUHD�OLFKLGLW LORU�DEVRUELWH�
VH�IDFH�SULQ�ULWPXO�GH�HYROX LH�D�SLH HL�
�������������� ������������� �������������������! ��" #�$ �%�&���� � ('�%&�)��*&���+��� �,� ���#%*#- ��- .�-
6XQW�SXVH�DVWIHO� vQ�HYLGHQ �SDWUX�FDGUDQH�� ILHFDUH�FX�VHPQLILFD LH�GHRVHELW �
GLQ�SXQFW�GH�YHGHUH�DO�IOX[XULORU�QHWH�GH�OLFKLGLW L�
Astfel, în primul cadran, numit “POVERI ´� VXQW� ORFDOL]DWH� DFWLYLW L� vQ� FDUH�
ILUPD� QX� GH LQH� R� SR]L LH� GH� SULP� UDQJ� SH� SLD �� LDU� SLD D� HVWH� FDUDFWHUL]DW �
printr-R� HYROX LH� SX LQ� VHPQLILFDWLY � VDX� FKLDU� VWDJQHD] �� ÌQ� JHQHUDO��
DFWLYLW LOH� JUXSDWH� vQ� DFHVW� FDGUDQ� JHQHUHD] � XQ� IOX[� QHW� GH� OLFKLGLW L� SX LQ�
important, în unele cazuri chiar negativ.
Cadranul al doilea, numit “VACI CU LAPTE´�HVWH�FHO� vQ�P VXU �V �JHnereze
IOX[XUL� GH� OLFKLGLW L� LPSRUWDQWH�� FX� SUHFL]DUHD� F �� VLPLODU� SULPXOXL� FDGUDQ��
ULWPXO� SUHYL]LRQDW� GH� HYROX LH� DO� FHUHULL� QX� DVLJXU � R� VXV LQHUH� SH� XQ� RUL]RQW�
larg de timp.
În cadranul al treilea – “VEDETE” ( “STELE”) �VH�DIO �SR]L LRQDWH�DFWLYLW LOH�cu
SLH H� vQ� SOLQ � GH]YROWDUH�� vQ� SOLQ � H[SDQVLXQH�� D� F URU� VXV LQHUH� QHFHVLW �
DORFDUHD�XQRU�LPSRUWDQWH�IRQGXUL�SHQWUX�D�IDFH�ID �FRQFXUHQ LORU��FKLDU�GDF �
vQ�PRPHQWXO�GH�ID �ILUPD�HVWH�OHDGHU�SH�SLD ��'H�DFHHD��SH�WRWDO��IOX[XO�QHW�
GH�OLFKLGLW L�vQ�DFHst cadran este adesea nesemnificativ.
Poveri Vaci cu lapte
Stele Dileme
Cota de /+0 1 2 3�4 1�560 7
10 %
1 10 0,1
Ritmul de HYROX LH�D�
sectorului
ÌQ� VIkUúLW�� vQ� FHO� GH-al patrulea cadran, denumit “DI LEME” sunt localizate
DFWLYLW LOH� FDUH� vQ� SUH]HQW� VXQW� SX LQ� SURILWDELOH�� GDU� SHQWUX� FDUH� SURJQR]HOH�
GH�HYROX LH�D�FHUHULL�VXQW�RSWLPLVWH�úL�FDUH�QHFHVLW �vQ�FRQVHFLQW �LQYHVWL LL�PDUL�
SHQWUX� FD� ILUPD� V -úL� DPHOLRUH]H� SR]L LD� SH� SLD �� 'LQ� DFHVWH� FRQVLGHUHQWH�
IOX[XO�QHW�GH�OLFKLGLW L�HVWH�FHO�PDL�SUREDELO�QHJDWLY�vQ�FD]XO�DFHVWRU�DFWLYLW L�
&HOH�GRX �SULQFLSLL�GH�ED] �DOH�GLDJQRVWLFXOXL�GH�DQVDPEOX�VXQW�
1. echilibrul dintre obiective trebuie asigurat printr-R� FUHúWHUH� VXV LQXW � D�
OLFKLGLW LORU� GHJDMDWH� OD� QLYHO� JOREDO�� 'HFL�� SHQWUX� FD� XQ� SRUWRIROLX� GH�
DFWLYLW L� V � VH� GRYHGHDVF � YLDELO� HVWH� QHFHVDU� FD� FHQWUXO� GH� JUHXWDWH� DO�
DFHVWXLD�V �ILH�SR]L LRQDW�vQ�FDGUDQXO�“vaci cu lapte”;
��� HVWH� QHFHVDU� D� VH� HYLWD� FRQFHQWUDUHD� DFWLYLW LL� vQWU-un singur cadran. O
FRQFHQWUDUH� SXWHUQLF � vQ� ]RQD� ³YDFL� FX� ODSWH´� HVWH� VHPQXO� XQXL� VODE�
SRWHQ LDO�GH�FUHVWHUH�SH�WHUPHQ�OXQJ��FKLDU�GDF �SH�WHUPHQ�VFXUW�DFHDVW �
SR]L LH�DVLJXU �R�SXWHUQLF �UHQWDELOLWDWH�
,GHQWLILFDUHD�SULRULW LORU
¾�PHQ LQHUHD� SR]L LHL� ³YDFL� FX� ODSWH´�� GHRDUHFH� IXQF LD� DFHVWRUD� HVWH� GH� D�
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politicii financiare (plata dividendelor, a datoriiORU� HWF���� ,QYHVWL LLOH�
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cheltuielile reprezentând iPSR]LWHOH�� GLYLGHQGHOH�� GREkQ]LOH� úL� FkWHYD�
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a) leader-ul actual este vulnerabil�� GH� H[HPSOX� SRUWRIROLXO� V X� QX�
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exemplu;
2.� � � DOWD� FRQVWD� vQ� ³UHVHJPHQWDUHD´� DFWLYLW LORU� gen “poveri” cu
scopul de a identifica subansamble, segmente mai dinamice.
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Limitele modelului BCG
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FDSLWDOLVWLF �
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anume:
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de activitate;
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de activitate.
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