Mediul Concurential Al Firmei

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Transcript of Mediul Concurential Al Firmei

Page 1: Mediul Concurential Al Firmei

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activitate

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Page 2: Mediul Concurential Al Firmei

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Avantajele majore în acest sens pot fi generate de factori ca:

Page 7: Mediul Concurential Al Firmei

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'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�

Page 8: Mediul Concurential Al Firmei

&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] �

Page 9: Mediul Concurential Al Firmei

$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.

Page 10: Mediul Concurential Al Firmei

(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�

Page 11: Mediul Concurential Al Firmei

$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�

Page 12: Mediul Concurential Al Firmei

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�

Page 13: Mediul Concurential Al Firmei

$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

Page 14: Mediul Concurential Al Firmei

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�

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Page 15: Mediul Concurential Al Firmei

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a) leader-ul actual este vulnerabil�� GH� H[HPSOX� SRUWRIROLXO� V X� QX�

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vPSDUWH� FRVWXULOH� IL[H� FX� R� DFWLYLWDWH� ³YDF � FX� ODSWH´� GH�

exemplu;

2.� � � DOWD� FRQVWD� vQ� ³UHVHJPHQWDUHD´� DFWLYLW LORU� gen “poveri” cu

scopul de a identifica subansamble, segmente mai dinamice.

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LQYHVWL LL�vQ�QRXO�VHJPHQW�úL�DEDQGRQXO�UHVWXOXL�

Limitele modelului BCG

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IXQF LH�GH�ILHFDUH�ILUP ��

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Page 16: Mediul Concurential Al Firmei

IUDJPHQWDW � QX� JHQHUHD] � REOLJDWRULX� OLFKLGLW L� VXSHULRDUH� FHORU� DOH�

FRQFXUHQ LORU�� 2� DFWLYLWDWH� ³SRYDU ´� SRDWH� GHJDMD� OLFKLGLW L� VHPQLILFDWLYH����

într-un sistem FRQFXUHQ LDO� ED]DW� SH� VSHFLDOL]DUHD� vQ� SURGXF LH�� 2� DFWLYLWDWH�

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FDSLWDOLVWLF �

2.2.2 Modelul Arthur D. Little

8WLOL]HD] �SHQWUX�DSUHFLHUHD�SR]L LHL�VWUDWHJLFH�D�ILUPHL�SH�SLD �GRX �FULWHULL�úL�

anume:

¾�ID]D�GLQ�FDGUXO�FLFOXOXL�GH�YLD � vQ�FDUH�VH�DIO �VHFWRUXO�UHVSHFWLY�

de activitate;

¾�SR]L LD�FRQFXUHQ LDO �GH LQXW �GH�F WUH�ILUP �vQ�UHVSHFWLYXO�VHFWRU�

de activitate.

Pentru aprecierea primului criteriu�VH�DX�vQ�YHGHUH�PDL�PXO L�LQGLFDWRUL�vQWUH�

FDUH�PHQ LRQ P��

9�UDWD�GH�FUHúWHUH

9�QXP UXO�GH�FRQFXUHQ L

9�GLVWULEX LD�FRWHORU�GH�SLD

9�stabilitatea clientelei

9�VWDELOLWDWHD�FRWHORU�GH�SLD

9�tehnologie.

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