UNIVERSITATEA PETROL-GAZE,PLOIESTI

FACULTATEA DE STIINTE ECONOMICE

DEPARTAMENTUL EMAA
SPECIALIZAREA MANAGEMENT
PROIECT DE DIPLOMA/LUCRARE DE LICENTA/DISERTATIE:
TEMA:MIXUL DE MARKETING-INSTRUMENT DE IMPLEMENTARE A
STRATEGIEI DE PIATA A FIRMEI CORA ROMANIA HYPERMARCHE PLOIESTI
Conducator stnt!c" A#so$%&nt"
Con!'dr'Mtu Au(ustn Constantn Andr&-A$&)andru
Pr&*'un%'Uta Dan&$a
P$o&st+ ,-./
CUPRINS:
CAP 1 MIXUL DE MARKETING-INSTRUMENT DE OPERATIONALIZARE A
STRATEGIEI DE PIATA
.'.'MIXUL DE MARKETING-CONCEPTE SI DEFINIRE000000''''''*a( 1-2
.','PIATA ROMANEASCA A HIPERMARKETURILOR0000000'*a( 3-.4
.'1'MIXUL DE MARKETING FOLOSIT PE PIATA
'HIPERMARCHETURILOR00000000000000000000*a( .5-,.
.
CAP 2 PREZENTAREA CORA ROMANIA HYPERMARCHE
,'.'LANTUL6FRANCI7A8+MARCA0000000000000000'''*a( ,,-,/
,','DESCRIEREA CORA PLOIESTI000000000000'0000'*a( ,4-1/
,'1'ANALI7A S9OT A ACTI:ITATII DE MARKETING0000000'''*a( 14-12
CAP 3 MIXUL DE MARKETING APLICAT/UTILIZAT DE CORA
1'.'DESCRIEREA STRATEGIEI FILIALEI PLOIESTI0000'''0000''*a( 13-/5
1','DESCRIEREA ALEGERII GAMELOR DE PRODUSE0000000'''*a( /2-4/
1'1'DESCRIEREA MODULUI DE STA;ILIRE A PRETURILOR DE
DESFACERE00000000000000000000000000'*a( 44-51
1'/'DESCRIEREA MODULUI DE PLASARE A PRODUSELOR00000'*a( 5/-2.
1'4'DESCRIEREA STRATEGIEI DE PROMO:ARE000000000'''*a( 2,-32
PROPUNERI SI CONCLUZII'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''*a( 33-<-
BIBLIOGRAFIE00000000000000000000000''''''*a( <.
CAPITOLUL 1
MIXUL DE MARKETING INSTRUMENT DE OPERATIONALIZARE A
STRATEGIEI DE PIATA
1!1 M"#$% &' ()*+',"-.-/0-/'1, 2" &'3"-"*'
D&=%o$tar&a conc&*tu$u d& >?) d& ?ar@&tn(A *oat& ! consd&rata una dntr& d&$&
do?nant& n *ractca s t&ora ?ar@&tn(u$u ?od&rn'
,
Dn *unct d& %&d&r& conc&*tua$+t&r?&nu$ d&A?) d& ?ar@&tn(A a !ost d&=%o$tat $a #a=a
d& catr& *ro!&soru$ N&$ H';ord&n *&ntru a d&scr& co?#nata *otr%ta+*&ntru un s&t
*artcu$ar d& crcu?stant&+a / &$&?&nt& cB&&+car& consttu& *art&a *rnc*a$a a orcaru
*ro(ra? d& ?ar@&tn( dntr o !r?a69$?sBurst s Mac@aC ,--,8'
In (&n&ra$+t&r?&nu$ d& >?) d& ?ar@&tn(As& r&!&ra $a c&$& / &$&?&nt& sau d?&nsun
*rnc*a$& n Duru$ carora s& a)&a=a act%tat&a d& ?ar@&tn( s
anu?&".'*rodusE,'*r&tE1'*ro?o%ar&E/'dstr#ut&'
E%d&nt ca nu?aru$ &$&?&nt&$or car& co?*un ?)u$ d& ?ar@&tn( *oat& ! &)tns+*utand
aDun(& du*a anu?t s*&ca$st $a un nu?ar d& ., &$&?&nt&"
*rodus+*r&t+?arca+dstr#ut&+%an=ar& dr&cta+*u#$ctat&+*ro?o%ar&a $a $ocu$
%an=ar+condtonar&+&)*un&r& *& ra!tur+s&r%c co?*$&?&ntar&
*rodusu$u+$o(stca+*rocurar&a n!or?at$or
.
'
Prnc*a$a d&!c&nta a ut$=ar unu nu?ar ?ar& d& &$&?&nt& n a#ordar&a ?)u$u d&
?ar@&tn( r&=da n d!cu$tat&a ?ar& n a ut$=a &!c&nt s conco?t&nt ac&st& &$&?&nt&'
O a$ta d&!nt& a conc&*tu$u d& >?) d& ?ar@&tn(A *r%&st& ac&st conc&*t ca !nd
co?#nata !actor$or &ndo(&n+ contro$a#$ d& !r?&+ cu car& s& %or *ut&a o#tn& *& *ata
&!&ct& ?a)?&+a%andu s& n %&d&r& condt$& dat&6:&rsta(&+,--48'
D&!nta ar& $a #a=a d&a ca daca ?)u$ d& ?ar@&tn( &st& n !a*t o co?*o=t& $a car&
r&cur( !r?&$&+ac&sta dn ur?a nu *oat& o*&ra d&cat cu %ara#$& *& car& $& *oat&
?an&%ra+r&s*&ct%& *& car& $& *oat& contro$a s ntroduc& n a$catur&a ?)u$u+n do=& *&
car& $& consd&ra n&c&sar&'
Pro!&soru$ F$or&scu+n stud$& sa$& $&(at& d& ?ar@&tn(+d&!n&st& ?)u$ d& ?ar@&tn( ca
!nd tota$tat&a nstru?&nt&$or a!$at& $a ds*o=ta !r?&$or+(ru*at& n Duru$ c&$or / *$on
a act%tat d& ?ar@&tn(6s anu?&"*rodusu$+*r&tu$+dstr#uta s *ro?o%ar&a8+d&stnat& a
!urn=a o o*tun& d& succ&ss *& *ata6F$or&scu &t a$+.<<,8'
Prn ur?ar&+dr&*t o d&!nt& s?*$a s cu*rn=atoar&+*ut&? conc$u=ona !a*tu$ ca ?)u$
d& ?ar@&tn( d&!n&st& un ansa?#$u d& nstru?&nt& tactc& s strat&(c& contro$a#$& d&
catr& o !r?a+(ru*at& sau a)at& n Duru$ a ?n? / as*&ct& ?*ortant& a$& act%tat d&
?ar@&tn(6*rodusu$+*r&tu$+dstr#uta s *ro?o%ar&a8+*& car& ac&asta $& co?#na+ntr un
anu?t do=aD+n !unct& d& condt$& s*&c!c& a$& *&t&+cu sco*u$ d& a *roduc& o r&act&
*o=t%a *& *&t&$& tnta *r%tor $a c&r&r&a *&ntru *rodus&$& sa$&'
P&ntru construr&a unu ?) d& ?ar@&tn( ad&c%at s &!c&nt+ !r?&$& tr&#u& sa a#a n
%&d&r& ur?atoar&$& as*&ct&"
.
Mtu Au(ustn+ Mar@&tn( F #a=&$& ?ar@&tn(u$u+ Edtura Un%&rstat P&tro$-Ga=& dn P$o&st+ ,--5
1
.'Ncodata nu tr&#u& actonat asu*ra *&t& s a$ ?&du$u cu aDutoru$ unu sn(ur ?D$oc
sau nstru?&nt+c cu o ?u$ttudn& d& ?D$oac& s nstru?&nt& car&+n !a*t consttu&
co?*on&nt&$& sau &$&?&nt&$& ?)u$u d& ?ar@&tn('
,'Gradu$ d& nt&(rar& a ?D$oac&$or+?&tod&$or s ntru?&nt&$or !o$ost& tr&#u& sa !&
rdcat'
Ut$=ar&a ac&stora ntr un ?od =o$at+!ara o r&$at& d& nt&rd&*&nd&nta+r&duc& drastc
&!c&nta ?)u$u'
1'A$ocar&a d& r&surs& s n%&stt$& %a tn& s&a?a d& s*&c!cu$+?ar?&a s *ut&r&a !r?&
s s& %a conc&ntra *& dstr#uta cor&cta s Dudcoasa *& toat& &$&?&nt&$& ?)u$u d&
?ar@&tn('
Nu?a *rntr-o do=ar& Dudcoasa a r&surs&$or6?at&ra$ !nancar& s u?an& *& !&car&
&$&?&nt a$ ?)u$u d& ?ar@&tn( !r?&$& *ot &%ta consu?u$ &)c&s% d& r&surs&'
D& a$t!&$+&st& usor d& o#s&r%at+n ca=u$ n car& un &$&?&nt a$ ?)u$u d& ?ar@&tn( &st&
(r&st ?*$&?&ntat+d& c& *ro(ra?&$& s strat&($& d& ?ar@&tn( &su&a=a $a?&nta#$+ar
!r?a nu *oat& (&n&ra *ro!tu$ scontat'
Gn $t&ratura d& s*&ca$tat&+ *r&cu? H In *ractca &cono?cJ+ conc&*tu$ d& ?ar@&tn( ar&
?a ?u$t& acc&*Kun'
Gn !uncK& d& un(Bu$ d& a#ordar&+ *rn t&r?&nu$ d& ?ar@&tn( s& *ot d&s&?na+
d&o*otr%J+ atLt un do?&nu a$ HtnK&+ o dsc*$nJ+ un d&?&rs soco-&cono?c+ cLt H o
act%tat& *ractcJ sau o !uncK& a un& or(an=aK 6*r%atJ sau *u#$cJ8'
Dn *unct d& %&d&r& &t?o$o(c+ cu%Lntu$ M?ar@&tn(M *ro%n& dn $?#a &n($&=J H
d&s&?n&a=J M*aKJM+ Mco?&rca$=ar&M+ MtLr(ua$JM+ M%Ln=ar&Ncu?*Jrar&M'
Prn ur?ar&+ d&H t&r?&nu$ d& ?ar@&tn( a a*Jrut Inant&a a*arK& HtnK&$or &cono?c&
ca HtnK&+ consacrar&a $u In $t&ratura d& s*&ca$tat& &st& ndso$u#$ $&(at d& &%o$uKa
HtnK&$or &cono?c& 6&%o$uKa (Lndr H cur&nt&$or dn do?&nu$ HtnK&$or &cono?c&8'
Dn *unctu$ d& %&d&r& a$ ?odu$u d& d&!nr& a conc&*tu$u d& ?ar@&tn(+ d&-a $un(u$
t?*u$u s-au conturat douJ ?ar c$as& d& d&!nK"
Pr?a c$asJ d& d&!nK s-a conturat In *r?a Du?Jtat& a s&co$u$u XX H &st& %=#$
tr#utarJ %&cB or&ntJr a act%tJK$or &cono?c&+ In car& *unctu$ d& *ornr& sau c&ntra$ I$
consttua nu c$&ntu$ 6consu?atoru$8+ c *rodus&$& &)st&nt& car& tr&#uau !urn=at& sau
o!&rt& 6or&ntar&a s*r& %Ln=Jr8'
Ast!&$+ con!or? ac&st& *r?& c$as&+ *rn ?ar@&tn( s& InK&$&(& Mr&a$=ar&a act%tJK$or
&cono?c& car& drD&a=J !$u)u$ #unur$or H s&r%c$or d& $a *roducJtor $a consu?ator sau
ut$=atorM'
/
D& a$t!&$ una dntr& caract&rstc$& d& #a=J a ac&st& c$as& d& d&!nK& I$ consttu& !a*tu$
cJ ?ar@&tn(u$ &st& *r%t H consd&rat &)c$us% doar ca un ?D$oc d& %Ln=ar& H d&
*ro?o%ar&'
,' A doua c$asJ d& d&!nK+ a*ar& In c&a d&-a doua Du?Jtat& a s&co$u$u XX H r&%=u&Ht&
Intr-o ?an&rJ d&stu$ d& *ro!undJ t&r?&nu$ H InK&$&su$ d& ?ar@&tn('
Gn acc&*Kun&a c&$& d&-a doua c$as& d& d&!nK+ ?ar@&tn(u$ a*ar& $&(at d& noKun&a d&
Mc$&ntM sau Mconsu?atorM+ a#ordar&a conc&*tua$J !nd ?u$t ?a $ar(J+
*roc&sua$JNsst&?cJ H nt&rdsc*$narJ'
D& as&?&n&a+ dr&*t caract&rstcJ (&n&ra$J+ ac&astJ c$asJ d& d&!nK $Jr(&Ht& s!&ra
act%tJK$or $&(at& d& ?ar@&tn(+ !o$osnd ac&st conc&*t nu nu?a $a act%tJK$&
&cono?c&+ c H $a act%tJK$& soca$& sau dn s!&ra *o$tcu$u 6act%tJK H *artd&
*o$tc&8'
TotodatJ+ ac&astJ c$asJ d& d&!nK *un& acc&nt *& &%d&nK&r&a *roc&su$u d&
tran=acK&NscB?# %a$orc car& a*ar& In *roc&su$ d& %Ln=ar&Ncu?*Jrar& d& #unur sau
s&r%c'
Ast!&$+ In c&a d&-a doua c$asJ d& d&!nK ntrJ ur?Jtoar&$& d&!nK"
.' Mar@&tn(u$ &st& un Intr&( sst&? d& act%tJK &cono?c& r&!&rtoar& $a *ro(ra?ar&a+
*r&Kur$&+ *ro?o%ar&a H dstr#ur&a *rodus&$or H s&r%c$or ?&nt& sJ sats!acJ c&rnK&$&
consu?ator$or actua$ H *ot&nKa$ 6Stanton+ .<3.8E
,' Mar@&tn(u$ r&*r&=ntJ o act%tat& u?anJ or&ntatJ In dr&cKa sats!ac&r n&%o$or H
dornK&$or *rn nt&r?&du$ *roc&su$u scB?#u$u6Kot$&r+ .<<<8E
1' Mar@&tn(u$ &st& *roc&su$ ?ana(&ra$ r&s*onsa#$ cu d&nt!car&a+ antc*ar&a H
sats!ac&r&a c&rnK&$or c$&nK$or In condK d& *ro!ta#$tat& 6:&rsta(&+ ,--48'
/' MMar@&tn(u$ &st& un *roc&s soca$ H ?ana(&ra$ *rn car& nd%= sau (ru*ur d&
nd%= o#Kn c&&a c& %or H c& $& sunt n&c&sar& *rn nt&r?&du$ cr&Jr H scB?#u$u Intr&
& d& *rodus& H %a$orM6Kot$&r &t a$+ .<<<8'
Ac&astJ dn ur?J d&!nK& &%d&nKa=J *r&(nant $&(Jtura car& &)stJ Intr&
conc&*tu$ d& ?ar@&tn( H conc&*tu$ d& tran=acK&NscB?# a *rodus&$orN%a$or$or 6*roc&s
car& *r&su*un& ca o or(an=aK& sJ o!&r& anu?t& *rodus& H s&r%c In scB?#u$ #an$or
!urn=aK d& c$&nK car& au tr&#unKJ d& ast!&$ d& *rodus&Ns&r%c8'
Gn scB?# aHa cu? a? ?&nKonat ?a sus+ or&ntar&a cJtr& consu?ator *r&su*un&
sats!ac&r&a n&%o$or H dornK&$or consu?ator$or 6c$&nK$or8 *rn cr&ar&a H $%rar&a d&
?Jr!ur du*J dornK&$& H M*o!taM ac&stora'
D& as&?&n&a+ s& ur?Jr&Ht& cr&ar&a H o!&rr&a d& *rodus& H s&r%c Intr-o !or?J
acc&s#$J consu?ator$or+ *rn cu$&(&r&a d& n!or?aK asu*ra &!ortur$or H acKun$or d&
?ar@&tn('
Prn ur?ar&+ &s&nKa conc&*tu$u d& ?ar@&tn( constJ In d&nt!car&a+ antc*ar&a H
cuant!car&a n&%o$or H dornK&$or consu?ator$or H sats!ac&r&a ac&stora Intr-un (rad cLt
?a Ina$t H ?a &!c&nt d&cLt concur&nKa d& *& *aKJ'
P& d& a$tJ *art&+ or&ntar&a cJtr& ?ar@&tn( *oat& ! d&nt!catJ d&o*otr%J $a n%&$
4
?acro&cono?c H $a n%&$ ?cro&cono?c'
Ast!&$+ In %=un&a ?acro&cono?cJ+ ?ar@&tn(u$ *oat& ! consd&rat ca !nd M un
nstru?&nt soca$ H &cono?c (raK& cJrua *rodus&$& ?at&ra$& H cu$tura
un& soc&tJK sunt trans?s& ?&?#r$or sJM 6K&$$C+ .<53".<8'
Gn ac&$aH t?*+ $a n%&$ ?cro&cono?c+ conc&*tu$ d& ?ar@&tn( a*ar& r&$aKonat cu
act%tJK$& concr&t& d& $a n%&$u$ a(&nK$or &cono?c d&s&?nLnd Mansa?#$u$ ?D$oac&$or
d& car& ds*un or(an=aK$& In %&d&r&a cr&Jr+ ?&nKn&r H d&=%o$tJr *ro*r$or $or
*&K&M 6L&ndr&%& &t a$+ ,--5",8'
O notJ a*art& In d&!nr&a conc&*tu$u d& ?ar@&tn( o consttu& d&!nKa &nunKatJ d&
:ctorP' ;&$$ car&+ *ornnd d& $a constatar&a !a*tu$u cJ &)stJ d&!nK a$& ?ar@&tn(u$u
cLt& cJrK sunt *& ac&st su#&ct+ consd&rJ cJ ?ar@&tn(u$ &st& un conc&*t co?*$&) car&
*oat& ! d&!nt In t&r?&n &cono?c+ Durdc sau ?ana(&ra$'
Dn *&rs*&ct%a unor anu?K s*&ca$Ht 6C'F$or&scu &t a$'+ .<<,8+ o d&!nK&
cu*rn=Jtoar& a ?ar@&tn(u$u ar tr&#u sJ nc$udJ ur?Jtoar&$& &$&?&nt&"
-o conc&*K& ?od&rnJ $&(atJ d& or&ntar&a+ or(an=ar&a H d&s!JHurar&a act%tJK
&cono?c&+*otr%t ac&stor conc&*K orc& act%tat& tr&#u& Indr&*tatJ In dr&cKa
sats!ac&r c&rnK&$or consu?ator$or cu ?a)?J &!c&nKJE
- *ro?o%ar&a H d&=%o$tar&a unor act%tJK s*&c!c& car& ?at&ra$=&a=J no$& ra*ortur
a$& or(an=aK& cu ?&du$ &)t&ror+ H anu?&" n%&st(ar&a *&K consu?atoru$u+ t&star&a
acc&*ta#$tJK *rodus&$or H s&r%c$or+ act%tJK d& *ro?o%ar&+ studu$ *&K&E
- ut$=ar&a unor nstru?&nt& d& ?ar@&tn( HtnK!c ad&c%at& *&ntru c&rc&tar&a n&%o$or
d& consu?+n%&st(ar&a *&K& - n&c&sar& !unda?&ntJr cor&ct& a d&c=$or d& ?ar@&tn('
1!2! P"),) *0()-')2/) ) 4"1'*()*/4',$*"%0*
In c& .. an d& *r&=&nKJ *& *aKa $oca$J c& cnc DucJtor car& act%&a=J *& s&(?&ntu$
B*&r?ar@&tur$or au d&scBs .14 d& B*&r?ar@&tur+ car& (&n&r&a=J a!ac&r d& *&st& 1+4
?$d' &uro' Doar In u$t?u$ an s-au d&scBs .3 ?a(a=n&'
Tot In ,-.. s-a IncBs un B*&r?ar@&t'
Gn ,--. !ranc&= d& $a Carr&!our IH !Jc&au ntrar&a *& *aKJ *rntr-un ?a(a=n In cart&ru$
M$tar+ unu$ dntr& c&$& ?a *o*u$at& dn ca*ta$J+ H ast!&$ Inc&*&a sJ s& scr& stora
B*&r?ar@&tur$or In Ro?Lna'
Gn ur?Jtor an H-au !Jcut ntrar&a *& *aKJ H Cora 6,--18+ Kau!$and 6,--48+ AucBan
6,--58+ sau R&a$ 6,--58'
C&a ?a *ut&rncJ &)*ansun& a a%ut $oc In *r? an d& *r&=&nKJ *& *aKJ+ cLnd R&a$ H
Carr&!our d&scBd&au cBar H =&c& ?a(a=n& *& an'
5
Du*J c& Carr&!our+ c&$ ?a ?ar& DucJtor d& *& s&(?&ntu$ B*&r?ar@&tur$or+ cu a!ac&r d&
a*roa*& . ?$d' &uro+ H R&a$- HC*&r?ar@&t+ d%=a d& r&ta$ a (ru*u$u M&tro+ H-au
conso$dat *o=Ka *& *aKa dn Ro?Lna cu d&scBd&r d& ?a(a=n&+ cr=a !nancarJ -a
d&t&r?nat sJ !rLn&=& *roc&su$ d& &)*ansun&'
Atunc a %&nt rLndu$ DucJtor$or dn MrLndu$ doM - Cora H AucBan'
R&K&aua Cora+ o*&ratJ *& *aKa $oca$J d& co?*ana Ro?Lna H*&r?arcB&+ a d&scBs In
u$t? do an cnc ?a(a=n&+ ?a ?u$t d&cLt In *r? Ha*t& an d& *r&=&nKJ *& *aKJ'
R&ta$&ru$+ unu$ dntr& c& ?a *rud&nK d& *& *aKa $oca$J+ a d&scBs In *&roada ,--1-
,--< doar tr& ?a(a=n&'
P&ntru ur?Jtor tr&-cnc an Cora %a Inc&rca sJ *rndJ dn ur?J Carr&!our H R&a$+
a%Lnd *$an!cat& ,--,4 d& d&scBd&r'
PB$**& L&D&un&+ H&!u$ Cora Ro?Lna+ s*un& cJ d&H s& utJ $a oraH& dn KarJ+ ;ucur&Htu$
&st& In contnuar& *rnc*a$a *aKJ dn Ro?Lna'
Gn ur?J cu cLt&%a $un &$ s*un&a cJ ?a & $oc d& douJ-*atru ?a(a=n&+ In ;ucur&Ht
Cora d&Kn& d&Da tr& ?a(a=n& In ca*ta$J+ In =ona LuD&ru$u-M$tar+ ;&rc&n-Sun P$a=a
H Pant&$?on'
Gn ,-.1 r&ta$&ru$ !ranco-#&$(an ur?&a=J sJ d&scBdJ un ?a(a=n In c&ntru$ co?&rca$
Par@ La@& P$a=a dn cart&ru$ Ttan'
La !&$ ca H c&$a$K r&ta$&r+ &$ s*un& cJ ?=&a=J *& ca*ta$J *&ntru cJ ac sunt #an'
Gn %tor T?Hoara+ C$uD H ConstanKa s-ar *ut&a a*ro*a d& ;ucur&Ht+ dar In *r&=&nt
&)stJ d!&r&nK&'
L&D&un& s*un& cJ c&$& ?a #un& ?a(a=n& a$& r&ta$&ru$u dn *unctu$ d& %&d&r& a$
%Ln=Jr$or sunt c&$& tr& dn ca*ta$J 6LuD&ru$u+ Pant&$?on H Sun P$a=a - In ac&astJ
ordn&8+ ur?at& d& untat&a dn C$uD'
O *LnJ In *r&=&nt DucJtor car& act%&a=J In s&(?&ntu$ B*&r?ar@&tur$or au ?=at *&
ca*ta$J H I?*r&Dur?+ ac &)stLnd d&Da ,- d& untJK'
La o *o*u$aK& d& , ?$oan&+ &)stJ un B*&r?ar@&t $a !&car& .--'--- d& ro?Ln'
Ur?Jtoar&$& Dud&K& cu o conc&ntraK& ?ar& d& B*&r?ar@&tur sunt C$uD H Ar(&H+ !&car&
cu o*t+ r&s*&ct% Ha*t& ?a(a=n&'
La o *o*u$aK& d& crca 2--'--- d& $ocutor+ Dud&Ku$ C$uD ar& un ?a(a=n $a crca 32'---
d& $ocutor'
O&!u$ Cora nu &st& sn(uru$ car& *ara=J *& ;ucur&Ht' Patrc@ Es*asa+ dr&ctoru$ (&n&ra$
a$ AucBan Ro?Lna+ a d&c$arat In ur?J cu Du?Jtat& d& an cJ *& $sta *&ntru *os#$&
d&scBd&r s& a!$J c&$& ?a ?ar oraH& dn Ro?Lna In car& co?*ana nu &st& *r&=&ntJ
6Ga$aK H ;raHo%8+ dar H ;ucur&Htu$+ und& dntr& r&K&$&$& d& B*&r?ar@&tur'
AucBan ar& c&a ?a s$a#J aco*&rr&+ cu doar douJ ?a(a=n&+ ?a *uKn& d&cLt
co?*&ttor dr&cK Carr&!our+ R&a$+ Cora H Kau!$and'
Gn %toru$ a*ro*at InsJ !ranc&= au *$anur *&ntru d&scBd&r&a a c&$ *uKn tr&
B*&r?ar@&tur In ca*ta$J In cart&r& *r&cu? Co$&ntna H GB&nc&a'
2
La rLndu$ $or (&r?an d& $a R&a$ au anunKat cJ r&au &)*ansun&a Inc&*Lnd cu ,-.,+ du*J
un an d& *au=J'
Ma ?u$t+ In ,-.. R&a$ a IncBs un ?a(a=n $Ln(J T?Hoara und& ?a ar& a$t& douJ'
Nc Carr&!our nu rJ?Ln& In ur?J' FranPos M&$cBor d& Po$(nac+ dr&ctoru$ (&n&ra$ a$
Carr&!our Ro?Lna+ a *ro?s sJ r&a &)tnd&r&a Inc&*Lnd cu ac&st an Intr-un rt? s?$ar
*&road& d& #oo?'
D&H anunKJ *$anur ?ar+ AucBan+ Carr&!our H Cora nu sunt c& ?a a(r&s% *&
&)*ansun&' G&r?an d& $a Kau!$and au r&uHt In Has& an sJ aco*&r& a*roa*& toatJ Kara cu
c&$& 2- d& ?a(a=n&'
Ma(a=n&$& Kau!$and au o su*ra!aKJ ?a ?cJ d&cLt c&$& a$& co?*&ttor$or H au *o$tcJ
d& dscount'
Doar In u$t?u$ an Kau!$and a d&scBs ., ?a(a=n&+ In *o!da !a*tu$u cJ d&c$nu$
consu?u$u a contnuat H In ,-..+ ur?Lnd tr&ndu$ u$t?$or do an'
Ast!&$+ In *&roada anuar&-no&?#r& ,-.. consu?u$ a scJ=ut cu /Q'
C& cnc DucJtor contnuJ InsJ sJ *o?*&=& ?$oan& d& &uro d&oar&c& In condK$&
actua$& *r&Kur$& t&r&nur$or au scJ=ut+ ar d&scBd&r$& sunt sn(ur&$& car& *ot ?&nKn& *&
cr&Ht&r& a!ac&r$&'
R&ta$&r car& au !rLnat &)*ansun&a sunt H c& a$& cJror r&=u$tat& %or ! ?a a!&ctat& d&
scJd&r&a *ut&r d& cu?*Jrar&'
R)&"0.*)3") 4"1'*()*+',$*"%0* &"- R0(5-")
-Dud&K&$& CJ$JraH H T&$&or?an sunt sn(ur&$& car& nu au ncun B*&r?ar@&tE
-In .. Dud&K& dn KarJ Kau!$and &st& sn(uru$ DucJtor dn s&(?&nt *r&=&ntE
-doar =&c& Dud&K& dn KarJ+ In !runt& cu I$!o%+ conc&ntr&a=J ?a #n& d& Du?Jtat& dn
B*&r?ar@&tur$& dn Ro?LnaE
-In c& .. an d& *r&=&nKJ c& cnc DucJtor au d&scBs In ?&d& ., B*&r?ar@&tur *& anE
-In ac&st s&ctor sunt an(aDat& *&st& 1-'--- d& *&rsoan&E
-Ro?Lna &)stJ *&st& 5--'--- d& ?&tr *JtraK d& B*&r?ar@&turE
-;ucur&Htu$ H Dud&Ku$ I$!o% conc&ntr&a=J ,- d& B*&r?ar@&tur+ d& *&st& douJ or ?a
?u$t d&cLt ur?Jtoar&$& c$asat&+ C$uD 638 H Ar(&H 628E
-Kau!$and ar& d& a*roa*& 1 or ?a ?u$t& ?a(a=n& d&cLt c& ?a &)tnH co?*&ttor a
sJ 6Carr&!our H R&a$8+ InsJ ?a(a=n&$& r&ta$&ru$u (&r?an au su*ra!aKJ ?a ?cJ H
*o$tcJ d& dscountE
Cora H AucBan au !&car& cLt& 3 ?a(a=n&+ InsJ au anunKat *$anur ?ar *&ntru Ro?Lna'
Cora a s*us cJ %a d&scBd& ,--,4 d& ?a(a=n& In ur?Jtor 1-/ an'
Pr?u$ s&?&stru a$ anu$u a adus cr&Ht&r d& cot& d& *aKJ doar B*&r?ar@&tur$or H
?a(a=n&$or cu dscount+ !or?at& car& s-au &)tns c&$ ?a ra*d+ aratJ un studu a$
co?*an& d& c&rc&tar& d& *aKJ G!K'
Dna?ca r&ta$u$u In S. aratJ cJ doar &)tnd&r&a In t&rtoru *oat& (aranta ?aDorar&a
cot& d& *aKJ a !or?at&$or d& co?&rK ?od&rn'
3
Du*J c& anu$ tr&cut B*&r?ar@&tur$& d&%ansau su*&r?ar@&tur$& In *r&!&rnK&$&
consu?ator$or+ *r?a Du?Jtat& dn ,--3 a adus ac&stora c&a ?a ?ar& cotJ d& *aKJ dn
r&ta$u$ ?od&rn+ d& .2Q+ !aKJ d& .4Q cLt d&Kn&au anu$ tr&cut'
Gn u$t?u$ an+ B*&r?ar@&tu$ s-a do%&dt a ! !or?atu$ d& ?a(a=n car& a ?uHcat c&$ ?a
?u$t dn co?&rKu$ tradKona$' Ma ?u$t+ o!&ns%a B*&r?ar@&tur$or In oraH& cu *&st&
.4-'--- d& $ocutor ar *ut&a ! una dntr& cau=&$& scJd&r cot& d& *aKJ a
su*&r?ar@&tur$or In ac&st& $ocaK'
MSu*&r?ar@&tur$& *&rd t&r&n In oraH&$& ?ar dn Ro?LnaM+ s& aratJ In studu$ G!K'
Potr%t ac&stua+ In *r?a Du?Jtat& dn ,--3 cota su*&r?ar@&tur$or *& *aKa FMCG
6#unur d& $ar( consu?8 dn oraH&$& cu *&st& .4-'--- d& $ocutor a scJ=ut $a .4Q+ d& $a
,1Q+ cLt d&Kn&au In s&?&stru$ IntL dn ,--2'
Ac&astJ dna?cJ %n& In condK$& In car&+ In ac&$aH nt&r%a$ H In ac&$&aH oraH&+
B*&r?ar@&tur$& au urcat d& $a o cotJ d& .3Q $a 1-Q+ ar r&stu$ ?a(a=n&$or dn co?&rKu$
?od&rn H c&$ tradKona$ au rJ?as $a cot& r&$at% constant&'
Gn ,--2+ r&K&$&$& d& su*&r?ar@&tur H-au &)tns su*ra!&K&$& d& %Ln=ar& cu ,<Q !aKJ d&
,--5+ In t?* c& B*&r?ar@&tur$& au Inr&(strat o &)*ansun& d& douJ or ?a ra*dJ'
Studu$ ctat ?a aratJ cJ B*&r?ar@&tur$& d&Kn c&a ?a ?ar& *ond&r& In *aKa FMCG dn
;ucur&Ht+ und& Inr&(str&a=J o cotJ d& /,Q+ ?u$t *&st& ?&da $a n%&$u$ KJr+ d& .2Q'
AtLt In Ca*ta$J+ cLt H In r&stu$ oraH&$or cu *&st& .4-'--- d& $ocutor *ond&r&a
B*&r?ar@&tur$or In %Ln=Jr$& tota$& d& #unur d& $ar( consu? &st& d& douJ or ?a ?ar&
d&cLt c&a a su*&r?ar@&tur$or'
Gn scB?#+ In oraH&$& cu ?a *uKn d& .4-'--- d& $ocutor+ car& d&-a#a In u$t? do an
au ntrat In %=oru$ r&K&$&$or d& B*&r?ar@&tur+ su*&r?ar@&tur$& d&Kn o cotJ d& *aKJ ?a
?ar& d&cLt a c&$or$a$t& !or?at& d& co?&rK ?od&rn'
La n%&$ $oca$+ dn ,--4 H *LnJ In *r&=&nt o*&rator d& su*&r?ar@&tur au Inr&(strat
rt?ur anua$& d& &)*ansun& d& 1--14Q'
Gn ac&$aH t?*+ s&(?&ntu$ B*&r?ar@&tur$or a a%ut o dna?cJ acc&$&ratJ+ aDun(Lnd d& $a
< untJK In ,--4 $a 23 In *r&=&nt'
O s&(?&ntu$ ?a(a=n&$or casB R carrC Inr&(str&a=J In *r&=&nt un rt? ?od&st d&
&)tnd&r&+ co?*arat% cu M%&d&t&$&M dn r&ta$ - r&K&$&$& d& B*&r?ar@&tur'
Ac&st $ucru s& &)*$cJ InsJ *rn !a*tu$ cJ c&$& douJ r&K&$& d& *ro!$+ M&tro H S&$(ros+ au
aDuns d&Da $a o aco*&rr& sats!JcJtoar& a *&K& $oca$&+ !nd *rntr& *r?&$& r&K&$& d& r&ta$
?od&rn car& au n%&stt In Ro?Lna'
PaKa FMCG dn Ro?Lna+ In ansa?#$u+ &st& IncJ do?natJ d& ?a(a=n&$& tradKona$&+
car& In *r?&$& Has& $un dn an a%&au o *ond&r& d& 5-Q In %Ln=Jr$& tota$&'
Ac&&aH *ond&r& a !ost Inr&(stratJ H In ,--2'
Una dn &)*$caK$& sta(nJr cot& d& *aKJ a r&K&$&$or ?ar d& ?a(a=n& In *r?a
Du?Jtat& a anu$u ar *ut&a ! rt?u$ d& &)tnd&r& a$ ac&stor r&ta$&r'
Du*J *r?&$& nouJ $un+ *&st& Du?Jtat& dn nu?Jru$ d&scBd&r$or *$an!cat& *&ntru ,--3
d& ?ar$& r&K&$& d& co?&rK a$?&ntar sunt IncJ *& $sta d& aHt&*tar&+ *otr%t dat&$or
c&ntra$=at& d& 7F'
O In ,--2 &)*ansun&a ac&stora a !ost acc&$&ratJ *& u$t?a sutJ d& ?&tr+ ast!&$ IncLt
r&ta$&r strJn au cLHt(at o cotJ d& *aKJ Ins&?natJ In a$ do$&a s&?&stru'
<
Gn c&&a c& *r%&Ht& structura consu?ator$or+ B*&r?ar@&tur$& s& dstanK&a=J d&
su*&r?ar@&tur ?a a$&s In rLndu$ consu?ator$or cu %&ntur ?&d H *&st& ?&d&'
Dat&$& G!K ndcJ !a*tu$ cJ B*&r?ar@&tur$& d&Kn c&a ?a ?ar& *ond&r& In *r&!&rnK&$&
consu?ator$or cu %&ntur *&st& ?&d&+ d& ,5Q+ *&st& *ond&r&a su*&r?ar@&tur$or
6.3Q8+ In t?* c& dscount&r&$& H ?a(a=n&$& casB R carrC sunt $a &(a$tat& 6cu cota d&
5Q8'
Gn scB?#+ c&$& douJ !or?at& - su*&r?ar@&tur H B*&r?ar@&tur - au o *ond&r& s?$arJ
In *r&!&rnK&$& consu?ator$or cu %&ntur r&dus&+ In Dur d& .,Q'
Ac&astJ cat&(or& d& consu?ator &st& IncJ or&ntatJ ?a a$&s cJtr& ?a(a=n&$&
tradKona$&'
CB&$tu&$$& ro?Ln$or *&ntru acB=Ka d& #unur d& $ar( consu? au cr&scut cu ,,Q In
*r?u$ s&?&stru !aKJ d& ac&&aH *&roadJ a anu$u tr&cut+ dna?ca !nd d&t&r?natJ ?a
a$&s d& cr&Ht&r&a *r&Kur$or $a a$?&nt&+ ?a aratJ studu$ G!K *r&=&ntat $a un s&?nar *&
r&ta$'
C&$& douJ s&(?&nt& ?ar a$& *&K&+ a$?&nt&$& H *rodus&$& non-a$?&ntar&+ au contr#ut
In ac&&aH ?JsurJ $a rt?u$ d& cr&Ht&r& Inr&(strat $a s&?&stru'
P& !ondu$ ?aDorJr n!$aK&+ dna?ca $a s&?&stru a *&K& FMCG 6In %a$oar&8 &st&
su*&roarJ rt?u$u Inr&(strat In ,--2 !aKJ d& anu$ ant&ror+ d& .2Q+ con!or? ac&$&aH
surs&'
C&$& ?a ?ar rat& d& cr&Ht&r& au !ost Inr&(strat& In ac&st an d& s&(?&nt&$& d& *aKJ a!$at&
In !a=a nc*&ntJ d& d&=%o$tar&+ cu *ond&r su# 1Q In %a$oar&a s&ctoru$u FMCG'
Gn Euro*a C&ntra$J H d& Est s&(?&ntu$ B*&r?ar@&tu$ &st& In cr&Ht&r& s&?n!cat%J In
t?* c& In a$t& r&(un+ ac&sta sta(n&a=J'
Gn ac&astJ =onJ a Euro*& cota d& *aKJ a B*&r?ar@&tur$or &ra d& /+3<Q In ,--4+ d&
2+/.Q In ,-.-+ ar In ,-.4 %a ! d& <+.4Q+ con!or? *r&%=un$or P$an&t R&ta$'
Gn Euro*a d& :&st B*&r?ar@&tur$& au a%ut In ,--4 o cotJ d& *aKJ d& ,,+..Q+ In ,-.- d&
,,+,-Q+ ar In ,-.4 %a ! d& ,,+45Q+ d&c nu %or ! scB?#Jr !oart& ?ar'
La n%&$ d& A?&rca d& Nord cota d& *aKJ a B*&r?ar@&tur$or a cr&scut d& $a 2+/2Q In
,--4+ $a 3+43Q In ,-.- H %a aDun(& $a un *roc&nt d& <+,1Q In ,-.4'
Gn Asa H Oc&ana cota d& *aKJ a B*&r?ar@&tur$or cBar %a scJd&a In ,-.4+ $a /Q+ du*J
c& In ,--4 s& Inr&(stra o cotJ d& *aKJ d& /+<-Q'
Gn c&$& ?a ?u$t& *&K& dn Euro*a d& :&st+ &)tnd&r&a !or?atu$u B*&r?ar@&t a d&%&nt
*ractc ?*os#$J $a s!LrHtu$ an$or .<<- sau $a Inc&*utu$ an$or ,--- d&oar&c& (u%&rn&$&
au %rut sJ *rot&D&=& co?&rKu$ tradKona$'
H*&r?ar@&tur$& tr&#u& sJ !acJ !aKJ H *ro%ocJr$or *ro*us& d& dscount&r+ ?a(a=n&$&
d& t* con%&n&nKJ H d& co?&rKu$ on$n&'
Gn Euro*a C&ntra$J c&$& ?a ?*ortant& =on& ?&tro*o$tan& sunt d&Da saturat&'
H*&r?ar@&tu$ co?*act+ d& d?&nsun ?a ?c+ *oat& ! so$uKa %a#$J *&ntru r&ta$&r
car& o*&r&a=J ac&st& !or?at&'
.-
ScBSar= Grou*+ T&sco s Carr&!our s-au !ocusat *& d&scBd&r&a d& B*&r?ar@&tur
co?*act& In oraH&$& ?a ?c'
Un a$t& &)&?*$u" Lous D&$Ba=&+ o*&ratoru$ B*&r?ar@&tur$or Cora+ %a d&scBd&
?a(a=n& d& d?&nsun ?a ?c+ cu su*ra!&K& d& %Ln=ar& Intr& /'----<'--- ?*+ In oraH&
?a ?c dn Ro?Lna' A%Lnd In %&d&r& nu?Jru$ ?ar& d& oraH& ?D$oc+ In ?od c$ar
ac&asta &st& o a#ordar& cu ?ar& *ot&nKa$ *& t&r?&n $un('
>Ro?Lna &st& una dntr& *uKn&$& KJr dn Euro*a C&ntra$J car& o!&rJ In contnuar&
*ot&nKa$ d& cr&Ht&r&' AucBan nt&nton&a=J sJ n%&st&asca *ana $a .4- ?$oan& d& &uro In
ur?Jtor tr& an+ In du#$ar&a nu?Jru$u d& BC*&r?ar@&tur" d& $a 2 $a ./ ?a(a=n& In
toatJ Kara+ ar Lous D&$Ba=& *$Jnu&Ht& sJ n%&st&ascJ 1<2 ?$oan& d& &uro In
&)*ansun&a r&K&$& Cora cu aDutoru$ unu cr&dt sndca$=atA+ a!r?J MattBas Tu&c@+
R&s&arcB Dr&ctor P$an&t R&ta$'
H*&r?ar@&tur$& sunt *& ca$&a an&%ooasJ dar n&c&sarJ d& a !urn=a >totu$ su# ac&$aH
aco*&rHA H d& a d&%&n un >s*&ca$st *&ntru toatJ $u?&aA+ dru? d&scBs d& cJtr&
Carr&!our *rn conc&*tu$ Car&!our P$an&t+ a!$at In *$n *roc&s d& t&star& In cLt&%a tJr
&uro*&n&'
H*&r?ar@&tur$&+ su*&r?ar@&tur$&+ dscount&r s ?a(a=n&$& t* casB and carrC+ au
atns n *r?u$ s&?&stru a$ anu$u o cota d& *ata d& /1Q dn consu?u$ tota$ d& *rodus&
d& $ar(a !o$osnta $a n%&$u$ tar+ n cr&st&r& cu 1Q !ata d& *&roada s?$ara a anu$u
,--3+ *otr%t unu studu G!@'
Ast!&$+ c&$& ?a dna?c& !or?at& dn *r?&$& sas& $un a$& anu$u cur&nt au !ost
B*&r?ar@&tur$& s dscount&r+ *rnc*a$a $or sursa d& cr&st&r& a !ost o !r&c%&nta d&
cu?*arar& n cr&st&r&+ cu 1-Q ?a ?ar& *&ntru dscount&r s .-Q *&ntru B*&r?ar@&tur+
*& !ondu$ &)*ansun a(r&s%& s a atra(&r unu nu?ar d& consu?ator ?a ?ar& cu 5Q+
r&s*&ct% <Q'
D& as&?&n&a+ cota d& *ata a dscount&r$or a cr&scut n u$t? *atru an d& *atru or+ d&
$a ,Q n ,--4 $a 3Q+ n t?* c& *&ntru B*&r?ar@&tur &st& d& cnc or ?a ?ar&+ n
cr&st&r& d& $a /Q $a ,-Q'
I?*ortanta co?&rtu$u ?od&rn &st& ?a ?ar& *&ntru ;ucur&st 621Q8+ B*&r?a@&tu$ !nd
c&$ ?a ?*ortant cana$ *&ntru cu?*aratur+ cu o cota d& *ata d& /4Q n %a$oar&'
Daca $a n%&$u$ tar !or?at&$& co?&rtu$u tradtona$+ s anu?& cBoscur+ ?a(a=n&
(&n&ra$&+ #utcur+ s& ?&ntn $a ac&$as n%&$+ n ;ucur&st tr&ndu$ d&sc&nd&nt a$ ac&stora
!nd ?a acc&ntuat' In *$us+ cota d& *ata a #utcur$or s-a r&dus $a Du?atat& !ata d& ,--4+
aDun(and $a .1Q' Tototdata+ n ?&du$ rura$ consu?ator *r&!&ra co?&rtu$ ?od&rn doar
*&ntru ,-Q dn cu?*aratur$& d& #unur d& $ar( consu?'
..
MCBar daca nu assta? $a scad&r s*&ctacu$oas&+ su*&r?ar@&tur$& s contnua tr&ndu$
d&sc&nd&nt+ or&ntar&a consu?ator$or catr& *ro?ot s *r&tur a%antaDoas& cast(and n
ac&st an t&r&n n dauna *ro)?tatM+ a d&c$arat dr&ctoru$ (&n&ra$ a$ G!K Ro?ana+ And
Du?tr&scu'
B$/$*'2,"$% /0-&$/' %) ()*"%' ().)6"-'
Ana$st d& $a Co$$&rs a*r&ca=a+ nsa+ ca o*&rator d& r&ta$ s& %or or&nta ?a ?u$t s*r&
*ro%nc&+ dn cau=a su*ra!&t&$or r&dus& d& t&r&n ds*on#$&'
>E)sta d&Da *$anur car& %=&a=a d&=%o$tar&a unor $antur d& .-+ ,- sau cBar 1- d& c&ntr&
co?&rca$& n Ro?ana+ d&c ?o?&ntu$ a$&s &st& crtc'
P&ntru ur?ator ,-1 an+ au !ost anuntat& *ro&ct& car& %or $%ra *& *ata a*roa*& 1--'---
?&tr *atrat su*ra!ata ncBra#$aM+ s& *r&c=&a=a n ra*ort'
Oras&$& car& %or cunoast& c&$& ?a ?ar d&=%o$tar sunt Constanta s C$uD'
D& as&?&n&a T?soara+ Ias+ Ga$at sau Pt&st+ *r&cu? s toat& oras&$& cu o *o*u$at&
?a ?ar& d& 2-'--- d& $ocutor *r&=nta nt&r&s *&ntru d&=%o$tator'
Cu toat& ac&st&a+ ;ucur&stu$ contnua sa s& ?&ntna n to*u$ $ocat$or *r&!&rat& d& ?ar
r&ta$&r+ n t?* c& *ro%nca &ra+ *ana anu$ tr&cut+ ?a *utn atract%a+ B*&r?ar@&tur$&
d&tnand n oras&$& ?ar dn tara o *ond&r& &)tr&? d& r&dusa'
In scB?#+ *ata d& r&ta$ dn *ro%nc& &st& do?nata d& dscount&r P$us+ Pro!+
Kau!$and+ P&nnC Mar@&t+ Mn?a) sau XXL Dscount+ car& d&tn c&a ?a ?ar& *ond&r&
dn *ata'
Ma ?u$t+ &st& nt&r&sant d& o#s&r%at ca o #una *art& dn ac&st& r&t&$& nu sunt *r&=&nt& cu
nc un ?a(a=n *& *ata dn ;ucur&st' P& d& a$ta *art&+ un as*&ct ?*ortant $ consttu&
!a*tu$ ca un nu?ar ?*ortant d& ?c co?&rcant nu %or ?a a%&a $oc *& o *ata atat d&
a($o?&rata s s %or ncBd& a!ac&r$&'
1!3!S,*),'."" &' 1"),) 30%02",' &' %)-,$*"%' &' ().)6"-'
Proc&su$ d& *roduct& s *roc&su$ d& consu? sunt !unda?&nta$& *&ntru &)st&nta un&
soc&tat'
Pata r&*r&=nta nt&r!ata dntr& ac&st& doua *roc&s&+ a*ar&nt dstnct&'
Ea $& con!&ra caract&r d& untat&+ n($o#andu-$& ntr-un sn(ur *roc&s + nu?t *roc&s
&cono?c'
Pata ?a *oat& ! (andta ca s*atu d& con!runtar& a c&r&r s o!&rt& d& ?ar!ur+ n
%&d&r&a atn(&r unu &cB$#ru ntr& c&$& doua *roc&s& !unda?&nta$& + *rn nt&r?&du$
.,
*r&tu$u sau s*atu$ und& s& d&cd& ad&%arata ut$tat& s %a$oar& a #unur$or r&=u$tat& dn
*roc&su$ d& *roduct&' Ac #unur$& s scB?#a *ro*r&taru$+ n %&d&r&a atn(&r
sco*u$u !na$ s anu?& consu?u$ ut$'
Ac&st s*atu ta?*on ntr& c&$& doua *roc&s& *r&a+ n %&d&r&a a?ort=ar+ toat&
d&=&cB$#r&$& s con%u$s$& c& a*ar n ac&st& doua *roc&s&'
Toat& nsats!act$& consu?atoru$u s *roducatoru$u+ cu?u$at& n ac&$as nd%d soca$
s (as&sc sau ar tr&#u sa-s (as&asca r&=o$%ar&a n ac&st s*atu'
D%&r(&nta a*ar&nta ntr& nt&rs&$& consu?ator$or s a$& *roducator$or !ac ca &cB$#ru$
dort ntr& !ort&$& c&r&r s a$& o!&rt& sa !& unu$ dna?c+ *&ndu$ar s cBar nsta#$'
In condt$& &cono?& d& tran=t&+ &cB$#ru$ dort &st& nca un d&=d&rat n&atns'
In ac&st& condt a*ar& n&c&sar un studu at&nt a$ *rnc*a$$or co?*&ttor s a
*ot&nta$&$or *&t& F dar nu *rn ?&tod& statc& + c *rn ?&toda c&rc&tar conDunctura$&+
car& a*ar& ca n&c&sara nu nu?a datorta caract&ru$u tran=toru a$ &cono?&+ c s
datorta !a*tu$u ca *ata &st& $#&ra+ n s&nsu$ ca a(&nt &cono?c au $#&rtat& n
sta#$r&a d&c=$or ar *r&tu$ &st&+ n *rnc*a$+r&=u$tanta con!runtar c&r&r cu o!&rta'
R&!&rtor $a *&t&+ ana$=and *r&=&nta *& *ata ro?an&asca a su*&r?ar@&tur$or+ s&
constata ca du*a .<<-+ ac&st&a !acand ana$=a condt$or &)st&nt& *& *ata ro?an&asca s
anu?&"
- nu?ar d& *&rsoan&
- %&ntur
- c&r&r&
- *os#$tat d& cu?*arar&+ au nc&*ut sa s (as&asca un $oc *& *ata'
In ac&sta ana$=a $ocu$ c&ntra$ $ ocu*a consu?atoru$+ &$ !nd c&$ car& n r&t&aua c&
ur?&a=a a s& d&=%o$ta+ $ocat$& s *ro!tu$ soc&tat'
Consu?atoru$ r&*r&=nta n cadru$ *&t& co?*art?&ntu$ *rnc*a$ a$ orcaru
ntr&*rn=ator+ datorta !a*tu$u ca *ata nu *oat& ! d&!nta nd*&nd&nt d& c& car& dau
%ata' In ?ar@&tn( s& *orn&st& d& $a *r&?sa ca orc& act%tat& &cono?ca tr&#u&
ndr&*tata n dr&cta sats!ac&r c&rnt&$or+ &!&ct%& s *ot&nta$& + a$& consu?ator$or cu
?a)?u? d& &!c&nta'
Orc& act%tat& a !r?& tr&#u& *ro(ra?ata s d&s!asurata $uand n ca$cu$ consu?atoru$'
As(urar&a un& d&*$n& r&ust& a a!ac&r *r&su*un&+ca ntr&*rn=atoru$ sa *r%&asca !r?a
s *rodus&$& ac&st&a *rn *rs?a consu?atoru$u r&*r&=&ntant a$ c$&nt$or sa+ sa-s
u#&asca dornt&$& ac&stora s sa $& sats!aca'
Prn co?*$&)u$ d& act%tat c& sunt s*&c!c& ?ar@&tn(u$ ur?ar&st& sa as(ur& #unur$&
s s&r%c$& *& car& $& so$cta consu?ator+ r&s*&ct% ?ar!a *otr%ta+ n canttat
*otr%t&+ $a *r&tu$ *otr%t+ $a $ocu$ s $a t?*u$ *otr%t'
P&ntru r&a$=ar&a ac&stor d&=d&rat& &st& n&c&sara so$utonar&a unor *ro#$&?& &s&nta$&
$&(at& d& cunoast&r&a *rodus&$or sau s&r%c$or *& car& $& *r&!&ra consu?ator+ a
*r&tur$or $a car& sunt ds*us sa cu?*&r&+ a $ocu$u d& und& *r&!&ra sa cu?*&r& s a
?odu$u n car& *r&!&ra sa $& cu?*&r&'
.1
P&ntru a r&us n atn(&r&a o#&ct%&$or &st& nds*&nsa#$ ca ntr&*rn=ator+ n cadru$
*&t& n car& acton&a=a sa s d&!n&asca cat ?a *r&cs tnt&$&+ r&s*&ct% d&stnatar
o!&rt& $or+ sa $& d&t&r?n& c&rnt&$& d& consu?+ sa $& !aca cunoscut& s&r%c$& s
*rodus&$& c& $ s& o!&ra s sa st?u$&=& c&r&r&a *&ntru #unur$& s s&r%c$& o!&rt&+ actua$&
sau cBar sa cr&&=& no n&%o'
Conc&*tu$ ?od&rn d& ?ar@&tn( *orn&st& d& $a *r&?sa ca orc& act%tat& &cono?ca
tr&#u& sa ur?ar&asca sats!ac&r&a c&rnt&$or &!&ct%& s *ot&nta$& a$& consu?ator$or cu
?a)?u? d& &!c&nta'
Fr?a tr&#u& sa st& cu? sa ad?nstr&=& *rodus&$& *& *arcursu$ cc$u$u $or d& %ata d&
$a cr&ar&+ cr&st&r& *ana $a ?aturtat& s d&c$n+ atunc cand a*ar *rodus& no car& sats!ac
?a #n& n&%o$& c$&nt$or' Ac&st $ucru r&#u& sa d&a ?&r&u un ?#o$d !r?& n %&d&r&a
cr&ar artco$&$or no car& sa !& ++ ?*ns&UU ?&dat *& *ata+ $a ?o?&ntu$ o*ortun+
*&ntru a ?&ntn& su*r&?ata !r?& *& ac&sta *ata'
Lansar&a unu nou *rodus *& *ata *r&su*un& $uar&a a *atru d&c= " cand V+ und& V +
cu V+ cu? V'
Ast!&$ co?*ana tr&#u& sa a#a s un *$an d& actun& *&ntru $ansar&a nou$u *rodus *&
*&t&$& s&$&ctat&'
Ac&st *$an s& ada*t&a=a !unct& d& !&car& !r?a + *o$tca ac&st&a s d& condt$&
concr&t& dn soc&tat&' A*$car&a $u *& #a=a unor dat& concr&t& *oat& !ac& ca act%tat&a
!r?& sa !& d&os&#t d& *ro!ta#$a+ ar %a#$tat&a !r?& sa !& *& un dru? ?&r&u
asc&nd&nt'
Or&ntar&a catr& n&%o$& d& consu?+ catr& c&rnt&$& *&t&+ n&c&sta n *r?u$ rand
cr&st&r&a s ur?arr&a sst&?atca s cBar antc*ar&a $or *& #a=& stnt!c&+ *rn
*ro&ctar&a s a*$car&a unu ?od d& cunoast&r& acc&$&rant'
In ac&st cont&)t *&ntru nt&$&(&r&a ?&cans?&$or co?*$&)& d& trans!or?ar& a n&%o$or
consu?ator$or+ un $oc a*art& n t&ora ?ar@&tn(u$u r&%n& stud&r s ?od&$ar
co?*orta?&ntu$u ac&stua'
Ur?arnd s ana$=and *ata Ro?an& *r%nd %an=ar$& *rodus&$or d%&rs& s n ac&$as
s*atu cu $ocur d& *arcar& s canttat su!c&nt& d%&rs!cat& s cu un sst&? ?od&rn d&
*r&(atr& s& constata o $*sa ?ar& *& *ata a ac&stu *rodus'
Tnand cont s d& costur$& d& construct& a ac&stor ?a(a=n&+trans*ortu$ s ?odu$ d&
sats!ac&r& a c&rnt&$or consu?ator$or s& *r&!&ra $a nc&*utur$& anu$u .<<- un *ro(ra?
d& ?*$&?&ntar& a unor B*&r?ar@&tur *& t&rtoru$ Ro?an&'
In ac&st s&ns &st& n&c&sar cr&ar&&a unu *$an d& ?ar@&tn( *&ntru $ansar&a s *ro?o%ar&a
*& *ata a un& no t&Bnc d& %an=ar&'
Un !actor cB&& a$ succ&su$u $ consttu& &)st&nta unu conc&*t d& *rodus #n& d&!nt
nant& d& cr&ar&+ *rn car& co?*ana sa d&!n&asca s sa &%a$u&=& *ata tnta+
*&r!or?ant&$& *& car& tr&#u& sa $a a#a *rodusu$ s a%antaD&$& *& car& tr&#u& sa $& o!&r&
ac&sta'
Produs&$& no+ car& sats!ac ?a #n& c&rnt&$& *&t& d&cat c&$& &)st&nt&+ r&us&sc'
./
Un a$t !actor d& succ&s &st& sn&r(a t&no$o(ca s d& ?ar@&tn(+ ca$tat&a &)&cut& n
toat& &ta*&$& s atract%tat&a *&t&'
D&c + *&ntru a cr&&a *rodus& no d& succ&s+ o co?*an& tr&#u& sa- cunoasca *&
consu?ator+ *&t&$& s concur&nta s sa d&=%o$t& *rodus& car& o!&ra c$&nt$or o %a$oar&
su*&roara'
a8 Matrc&a Anso!!
Proc&su$ d& cr&&ar& a no$or *rodus& &st& ?*artt n *atru cat&(or "
- Lansar&a d& *rodus& &)st&nt& *& *&t& &)st&nt&'
- Lansar&a d& *rodus& &)st&nt& *& *&t& no'
- Lansar&a d& *rodus& no *& *&t& &)st&nt&'
- Lansar&a d& *rodus& no *& *&t& no'
Un *rodus 6s&r%cu8 nou *oat& ! ntrodus cu succ&s *& o *ata &)st&nta daca ar& !orta d&
a cuc&r s d& a ?&ntn& o cota ns&?nata d& $a *rodus&$& 6s&r%c$&8&)st&nt&+ sau daca
*oat& &)tnda *ata tota$a+ sa ocu*& ?ar& *art& dn sur*$usu$ cr&at'
Id&a$ succ&su$ ar tr&#u as(urat d& nd&*$nr&a a?#&$or condt'
Nu?&$& s r&nu?&$& ?arc *oat& consttu+ *&ntru ac&st& *rodus&6s&r%c8 o *ar(B&
&!c&nta d& ntrar&+ conso$dar& *& *&t&$& &)st&nt&'
Mod&$u$ ;'C'G' 6;oston Consu$tn( Grou*8
C&$& ?a ?u$t& !r?& s& #a=&a=a *& un *orto!o$u d& artco$& #n& cunoscut& car& $&
as(ura %an=ar$& s *ro!tu$ a!&r&nt'
Fr?a tr&#u& sa st& cu? sa ad?nstr&=& *rodus&$& *& *arcursu$ cc$u$u $or d& %ata d&
$a c&r&r&+ cr&st&r& *ana $a ?aturtat& s d&c$n'
Un ?ana(&r #un cauta sa-s cr&&=& un *orto!o$u &cB$#rat d& *rodus& a!$at& n d!&rt&
!a=& a$& cc$u$u d& %ata'
Matrc&a cr&st&r& F cota d& *ata &$#orata d& ;oston Consu$tn( Grou*+ as(ura cadru$
un& ast!&$ d& &%a$uar a *orto!o$u$u'

D"%'(' '
++D$&?&$&UU sunt r&*r&=&ntat& d& *rodus& *r&=&nt& *& *&t& cu rata na$ta d& cr&st&r&+ dar
cu cot& r&$at%& d& *ata n!&roar&'
MaDortat&a s nc&* %ata ca++ d$&?&UU+ cand co?*ana nc&arca sa ntr& *& o *ata cu
rata na$ta d& cr&st&r&+ dar und& &)sta d&Da $d&r d& *ata'
O ++ d$&?aUU n&c&sta n (&n&ra$ !oart& ?u$t& $cBdtat *&ntru a s& d&=%o$ta'
T&r?&nu$ d& ++ d$&?aUU d&scr& !oart& su(&st% stuata+ d&oar&c& co?*ana tr&#u& sa s&
(and&asca #n& daca tr&#u& sa contnu& nD&ct$& d& $cBdtat n *rodus'
V'&',''
Daca untat&a ++d$&?aUU ar& succ&s d&%n& ++%&d&taUU'
O ++%&d&taUU &st& $d&ru$ *& o *ata cu rt? ra*d d& cr&st&r&'
.4
Nu &st& n&a*arat n&c&sar ca ++%&d&taUU sa *roduca un !$u) d& nu?&rar *o=t% *&ntru
co?*an&'
Co?*ana tr&#u& sa cB&$tuasca !ondur su#stanta$& ca sa tna *asu$ cu rt?u$ ra*d d&
cr&st&r& a$ *&t& s ca sa r&s*n(a atacur$& concur&nt$or'
V)/" &' ($%2'
Cand rata anua$a d& cr&st&r& a un& *&t& scad& su# .-Q+ ++%&d&taUU d&%n& ++%aca d&
?u$sUU daca d&tn& n contnuar& c&a ?a ?ar& cota r&$at%a d& *ata'
O ++%acaUU d& ?u$s *roduc& un ns&?nat %o$u? d& $cBdtat *&ntru co?*an&'
Co?*an$& s !o$os&sc *rodus&$&++%ac d& ?u$sUU ca sa-s *$at&asca !actur$& s *&ntru a
sustn& s c&$&$a$t& *rodus&'
Fr?&$& cu o sn(ura ++%aca d& ?u$sUU sunt !oart& %u$n&ra#$&'
Daca ac&asta ++%aca d& ?u$sUU nc&*& sa-s *arda cota d& *ata+ co?*ana %-a tr&#u sa
nc&a*a dn nou nD&ct$& d& $cBdtat+ *&ntru a-s ?&ntn& *o=ta d& $d&r *& *ata'
In ca= contrar ++ %aca d& ?u$sUU s& *oat& trans!or?a n ++*atra d& ?oara WU'
P"',*' &' (0)*)'
P&tr&$& d& ?oara sunt *rodus& car& au cot& d& *ata s$a#&+ *& *&t& cu rat& sca=ut& d&
cr&st&r&' D& r&(u$a ac&st& *rodus& (&n&r&a=a *ro!tur sca=ut& sau+ cBar *&rd&r'
Daca !r?a ar& una sau ?a ?u$t& ++ *&tr& d& ?oaraUUar tr&#u sa s& (and&asca daca
*astr&a=a ac&st& *rodus& dn ?ot%& nt&?&at& 6cu? ar ! *r&%=un&a un& r&$ansar n
rata d& cr&st&r& a *&t&+ sau o noua sansa d& r&cast(ar& a *o=t& d& $d&r8+sau dn ratun
*ur s&nt?&nta$&'
D&c + n (&n&ra$+ *rodus&$& a!$at& $a ?aturtat& (&n&r&a=a *ro!tur$& n&c&sar& *ro&ct&$or
d& d&=%o$tar&+ car& tnd sa a#soar#a tot #an n%&stt'
No$& d&=%o$tar tr&#u& *$an!cat& ast!&$ ncat sa $ s& n$&sn&asca dru?u$ s*r& *o=t$&
dn car& *ot (&n&ra *ro!t+*& ?asura c& %&cB$& *rodus& nc&* sa su!&r& dn cau=a
d?nuar %&ntur$or *& car& $& aduc'
In ca=u$ nostru ++ %ac$& d& ?u$s++ sunt r&*r&=&ntat& d& *rodus&$& 6s&r%c8 ada*tat& *rn
car& s& *r&su*un& s&r%r&a d&ta$st$or d& cart&r'
No$& *rodus& %or a%&a nta$ statutu$ d& ++ d$&?&UU+ ur?and ca du*a nc&*&r&a
*ro?o%ar+ ac&st&a sa aDun(a $a n%&$u$ d& ++%&d&t&UU+ ac&sta !nd nsus sco*u$ cr&ar $or'
Du*a tr&c&r&a unu anu?t t?* + %or aDun(& n *o=ta d& ++%ac d& ?u$sUU+ ?o?&nt n
car& d&=%o$tar&a unu nou *rodus %a ! n&c&sara *&ntru r&*&tar&a ac&$uas cc$u'
S&(?&ntar&a &st& un as*&ct strat&(c'
Ea *&r?t& !r?& sa nt&$&a(a ?odu$ !r&sc n car& &st& ?*artta *ata s sa s&s=&=& !&$u$
n car& %ara=a c&rnt&$& s dornt&$&+ atat n cadru$ unu s&(?&nt + cat s d& $a un s&(?&nt
$a a$tu$'
Act%tat$& d& ?ar@&tn( tr&#u& or&ntat& s*r& or&ntar&a *rortat$or or(an=at& n
ra*ort cu s&(?&nt&$& d&nt!cat&'
In !unct& d& stuata concur&nta$a+ d& *o=ta dorta *& *ata+ d& structura or(an=atona$a
s d& r&surs&$& *& car& $& ar&+ or(an=ata tr&#u& sa d&cda cu? sa-s d&nt!c& s&(?&nt&$&
%=at& s car& s&(?&nt& nu tr&#u& atns&'
In &s&nta+ c$&nt sunt (ru*at du*a t*ur n cadru$ actun d& s&(?&ntar&'
.5
Ac&st $ucru tr&#u& sa tna cont d& c&$& tr& as*&ct& &s&nta$& " !actoru$ d&?o(ra!c+
?o?&ntu$ *atrund&r n s&(?&nt s attudn&a c$&ntu$u'
Dn *unct d& %&d&r& d&?o(ra!c+ *rodusu$ s& *oat& adr&sa unu "
-s&(?&nt d& nsa
-s&(?&nt d&!nt sau ?u$t*$u
-s&(?&nt (&n&ra$'
Dn *unct d& %&d&r& a$ ?o?&ntu$u *atrund&r n s&(?&nt sunt"
-ado*tant t?*ur6caract&rstc un& *&t& no s n cr&st&r&8E
-ado*tant ?&d E
-cons&r%ator6caract&rstc un& *&t& ?atur& sau cBar n d&c$n8'
Dn *unct d& %&d&r& a$ attudn *ut&? ?*art consu?ator n "
-c& cu attudn& *o=t%a
c& cu attudn& n&utra
-c& cu attudn& n&(at%a'
P&ntru a d&!n cat ?a #n& s&(?&ntu$ carua n& %o? adr&sa tr&#u& sa !ac&? o ana$=a a
co?*orta?&ntu$u c$&nt$or'
Dn *unct d& %&d&r& a$ (radu$u d& d&$#&rar& c$&nt cu?*ara *rodusu$ dn
-?*u$s E
-*$an!cat'
Dn *unct d& %&d&r& a$ !r&c%&nt& cu?*arar consu?atoru$ cu?*ara *rodusu$
-!r&c%&nt
-s*oradc'
CAPITOLUL 2!
PREZENTARE LANTULUI CORA ROMANIA HYPERMARCHE
2!1!LANTUL7FRANCIZA8,MARCA
C0*) 1)*,' ) .*$1$%$" L0$"2 D'%4)"6'
1850: inceputul istoriei
Tr& !raK+ ?ost&ntor a n&(ustoru$u #&$(an d& %nur XacYu&s D&$Ba=&+ *un In
*ractcJ un conc&*t c& a%&a sJ ?arcB&=& stora co?&rKu$u"
sucursa$s?u$ F un antr&*o=t c&ntra$ car& a*ro%=on&a=J *unct& d& %Ln=ar&'
.2
1974: naterea mrcii Cora
Est& d&scBs *r?u$ B*&r?ar@&t su# nu?&$& Cora'
1975 PB$**& ;our&= &st& nu?t *r&H&dnt& a$ (ru*u$u'
Gn *r&=&nt"
- conduc&r&a (ru*u$u &st& as(uratJ d& FranPos H P&rr& ;our&=
- &)stJ 3, d& B*&r?ar@&tur su# s($a Cora In FranKa+ Ro?Lna+ ;&$(a+
Lu)&?#ur( H Ant$&'

M9*/"%' .*$1$%$" L0$"2 D'%4)"6'
FranKa" 4< B*&r?ar@&t-ur+
Ro?Lna" ., B*&r?ar@&t-ur+
;&$(a" 2 B*&r?ar@&t-ur+
Lu)&?#ur(" , B*&r?ar@&t-ur+
Ant$&" / B*&r?ar@&t-ur
..< ?a(a=n& Bard-dscount
Pro! In Ro?ana 6/58 H
Un(ara 6218
FranKa" .4. su*&r?ar@&t-ur
Un(ara" .5 su*&r?ar@&t-ur
;&$(a H Lu)&?#ur(" 5<
su*&r?ar@&t-ur
Ant$& H GuCana" .4
su*&r?ar@&t-ur
.3
4, ?a(a=n& Tru!!aut s*&ca$=at&
In (rJdnJrt In FranKa
A$t& 2 su# ?arca Gard&n R
L&sur& In Mar&a ;rtan&
45 ?a(a=n& d& Bard-
dscount Eco?a) In Ant$& H
GuCana
,5 *&t-sBo*-ur An?a$s
CC#&r?ar@&t-u$ SSS'Boura'!r
,/ d& ?a(a=n& *&ntru
!urn=or d& cat&rn( In
;&$(a
423 ?a(a=n& Lous - co?&rK
a$?&ntar d& *ro)?tat&
In ;&$(a
2!2!DESCRIEREA CORA PLOIESTI
Gn octo?#r& ,-.1 Cora d&scBd& c&$ d&-a$ dos*r&=&c&$&a B*&r?ar@&t+ stuat In P$o&st+
ntr-un ?a$$+ A! Pa$ac& P$o&st'
.<
Cu o su*ra!aKJ tota$J d& <--- ?* dn car& ara d& %an=ar& 55,- ?*+ cu o *arcar& d& <--
d& $ocur+ ac&st *r? B*&r?ar@&t dn P$o&st r&*r&=ntJ cu s(uranKJ un ?*ortant *unct
d& r&*&r *& *aKa d& r&ta$ dn P$o&st'
EcB*a Cora P$o&st nu?JrJ In *r&=&nt 1/- d& *&rsoan& car& au ad&rat $a %a$or$&
co?*an&'
,-

S,*$/,$*) C0*)
,.
O*.)-"6)*') 20/"',),""
D&*arta?&nt& co?&rca$&
-a$?&ntar&
-non-a$?&ntar&
6s& ocu*a d& co?&rca$=ar&a *rodus&$or n ?a(a=n&8
,,
S&r%c
As(ura #una !unctonar& a d&*arta?&nt&$or co?&rca$&"
- S&r%c c&ntra$&
- S&r%c ?a(a=n
L'.'-&):
EPI
PFI
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2!3!ANALIZA S:OT A ACTIVITATII DE MARKETING
,4
P$-/,' 30*,'
- datorta s*atu$u !oart& ?ar& dn ncnta ?a(a=nu$u+ c$&ntu$ ar& ?u$ta $#&rtat& d&
actun& s d& d&*$asar& s %a a$&(& ac&st s*atu *&ntru cu?*aratur'
Mar&a %ar&tat& d& *rodus& s *r&tur$& sca=ut& sunt d& as&?&n&a !oart& atract%& *&ntru
c$&ntE
- dornta consu?ator$or d& a &cono?s #an s t?* &st& dn c& n c& ?a *ut&rnca+ ar
ac&asta dornta !ac& sa !& ?a a%antaDoasa a$&(&r&a $ocu$u d& cu?*aratur n ?a(a=nu$
CoraE
- Cora P$o&st ar& un orar =$nc acc&s#$ c$&nt$or" $un-%n&r" 3"---,,"--+
sa?#ata"3"---,,"--+ du?nca"3"---,,"--+ ar n *&roada sar#ator$or ac&st& *ro(ra?
&st& *r&$un(tE
- 1, d& cas& dntr& car& 1 cas& ra*d& s 1 s*&ca$=at&E nu &)sta a($o?&rat& $a cas&+
?a)? ,-1 *&rsoan&E
- (a?a $ar(a d& *rodus& s s&r%c *& car& !r?a $& *un& $a ds*o=ta c$&nt$or saE
- nu?ar ?ar& d& $ocur d& *arcar&+ tota$o=and ?*r&una cu *arcar&a su#t&rana n Dur d&
<-- $ocurE
- BC*&r?ar@&tu$ s& ?*$ca n act%tat soca$&E n *r&=&nt s& d&s!asoara o ca?*an&
*&ntru aDutorar&a co*$or #o$na% s an&%oas *rn donar&a d& #an catr& anu?t&
!undatE
-BC*&r?ar@&tu$ Cora dn P$o&st s-a a$aturat ?scar >Sus*&nd&d-Co!!&&Acon!or?
car&a anu?t c$&nt *ot $asa n ast&*tar& dn (a?a noastra %arata d& *rodus& (&n"%&stta
ca!&a+co%r(+Bot-do(+sand%s-ur+sa$at&+cornur cu coco$ata+*$acnt&+sa%arn& &tc
*&rsoan&$or sarac&'
- *&rsona$ ca$!cat $a d&*arta?&nt&$& d& &$&ctrocasnc& s &$&ctronc&E
- *ro?o%ar&a *rn nt&r?&du$ r&%st&$or n!or?atona$& s a st&-u$u SSS'cora'roE
- a?*$asa?&ntu$ o($n=$or n nt&roru$ ?a(a=n&$or $a raoan&$& d& ?#raca?nt&E
- nu?ar !oart& ?ar& d& an(aDat car& sa as(ur& c$&nt&$aE
- *os#$tat&a d& a-t d&*un& c%-u$ cBar n ncnta ?a(a=nu$uE
- carucoar& *&ntru co*E
- sst&?& d& su*ra%&(B&r& s*&ca$=at&E
P$-/,' 2%);'
,5
- ac&st ?a(a=n ar& n&%o& d& o (&stun& r(uroasa a stocur$or ca ur?ar& a
nu?aru$u ?ar& d& *rodus& s a %ar&tat$or+ d& un nu?ar ?ar& an(aDat+ d& o
conta#$tat& !oart& #unaE
- consu?ator sunt n cautar& d& s&r%c su*$?&ntar&+ dn *acat& *&rsona$u$ nu
&st& ca*a#$ d& a !urn=a n!or?at su*$?&ntar& 6n!or?at c&rut& cu *r%r& $a
cart8+ ndsc*$nat 6s& urca+ cu *coar&$& *& *rodus&8E
- nu &)sta s*at a?&naDat& *&ntru co*E
- $*sa *r&tur$or sau as&=ar&a (r&sta a *r&tur$or 6n ca=u$ *rodus&$or d& (&na
nt?a+ r&s*&ct% *r&tu$ *a*uc$or $a #$u=& d& da?a8E
- nu &)sta s*at *&ntru d&*o=tar&a #a(aD&$or $a ntrar&a n ?a(a=n 6#autur$& *ot
! d&s!acut& n nt&roru$ ?a(a=nu$u+ sau s& *oat& ntra cu o stc$a d& #autura8E
- *r&=&ntar& nco?*$&ta a *rodus&$or *& st&E
- ru$aD ?ar& a$ *&rsona$u$uE
- sst&? d& c$?at=ar& !oart& *rostE
- d!&r&nta d& *r&tur ntr& #rosura s c&$& a!sat& n ?a(a=nE
- curat&n& d&!ctara n dr&*tu$ cas&$or d& ?arcatE
- nsu!c&nt *&rsona$ $a stran(&r&a cosur$or d& cu?*araturE
- $*sa ordn *rodus&$or *& ra!tE
- &)st&nta *& ra!t a unor *rodus& cu as*&ct n&*$acut 6d&s ros$& &rau $a un *r&t ?a
sca=ut+ un&$& &rau n&coa*t&+ a$t&$& strcat&8E
- *&rc&*&r&a ta)& *&ntru carucoar&$& &)t&roar&6!s&8E
O10*,$-",),"
- co?&rcant occd&nta$ sunt t&ntat sa n%&st&asca n ac&st t* d& untat&
co?&rca$a 6BC*&r?ar@&t8+ ntrucat n tar$& d& or(n& s& con!runta cu *&t& n
sta(nar& s ast!&$ &)tnd&r&a ?a(a=nu$u ar& ?u$t ?a ?u$t& sans&E
- a?*$asa?&ntu$ #un a$ ?a(a=nu$u n ncnta ?a$$-u$u AF PALACE+ntr o =ona
d&stu$ d& *o*u$ata s acc&sata d& ?aDortat&a oa?&n$or dn Coran+:a$&a
Ca$u(ar&asca+A$#&st+Ur$at car& nu ?a stra#at tot orasu$ *&ntru a aDun(& $a
Carr&!ourE
- acc&su$ $a o (a?a %arata d& ?D$oac& d& trans*ort 6tra?%a".-.+auto#u=&"/-.+/-,
car& aDun( n d!&rt& =on& a$& orasu$u+d& &)&?*$u /-. aDun(& n sud ar /-, n
ca*atu$ c&$a$a$t a$ orasu$u $a $a?ata8
- r&$at& #una cu !urn=orE
-
A('-"-,)*"
,2
- consu?ator ro?an nca a*&$&a=a $a ?a(a=n&$& ?c+ d& cart&r+ $a #utcur 6$a
n%&$u$ tar s&(?&ntu$ #utcur$or a ra?as n&scB?#at n u$t? tr& an+ ntr-un
*roc&nt d&stu$ d& rdcat /1Q8+ datorta %&ntur$or ?c+ ar ?a(a=nu$ Cora s&
adr&s&a=a n *r?u$ rand c&$or cu %&ntur ?&d s rdcat&+ c&$or car& s *&r?t o
acB=t& d& *rodus& co?*$&taE
- concur&nta &st& s &a dn c& n c& ?a ac&r#a+ anu$ ,--4 a !ost !oart& #un *&ntru
*ata ro?an&asca d& r&ta$+ *&ntru ?a(a=n&$& ?ar 6BC*&r?ar@&t-ur+
su*&r?ar@&t-ur+ casBRcarrC+ dscount8+ n s&nsu$ a*art& s &)tnd&r $orE
- *rnc*a$ concur&nt n =ona sunt Kau!$and-=ona sud+Ld$-MBa #ra%u s ?c$&
#utcur dn =ona *&ntru car& un&$& *&rsoan&$& $& *r&!&ra *&ntru a ?a &cono?s
dn t?*E
- consu?ator car& d&s!ac *rodus&$& sau $& scot dn *un(E
- r&construr&a #u$&%ard&$or *rnc*a$&+ $?tar&a acc&su$uE
- ?&du$ $&(s$at% nsta#$E
,3
CAP 3 MIXUL DE MARKETING APLICAT/UTILIZAT DE CORA
HIPERMARCHE ROMANIA
3!1!DESCRIEREA STRATEGIEI FIRMEI/FILIALEI PLOIESTI
ADutLndu-s& d& dat&$& statstc&+ d& strat&($& d& ?ar@&tn( H d& n&(oc&r$& &!&ctuat& d&
C&ntra$a d& AcB=K Pro%&ra H d& C&$u$&$& d& AcB=K&+ ?ana(&ru$ d& raon cautZ sZ
d&=%o$t& c!ra d& a!ac&r H *art&a sa d& *aKZ+ aducLnd ?&r&u ?a ?u$tZ sats!acK&
c$&nK$or sZ'
Mana(&ru$ d& raon studa=Z ?&du$ concur&nKa$ H IH !)&a=Z strat&(a co?&rca$Z In
!uncK& d& o#&ct%&$& *& car& ur?Zr&Ht& sZ $& atn(Z'
Mana(&ru$ d& raon tr&#u& sZ !& un *ro!&sonst a$ co?&rKu$u or&ntat s*r& c$&nt'
E$ ar& r&s*onsa#$tat&a d& a-H nstru *&r?an&nt an(aDaK *r%nd $ucru$ cu c$&ntu$+ cLt
H ?unca In *ro*ru$ raon''
H*&r?ar@&tur$& Cora sunt or&ntat& s*r& c$&nK $or+ Inc&rcLnd sZ sats!acZ H c&$& ?a
&)(&nt& n&%o' N&%o$& c$&nK$or sunt d!&rt&+ In !uncK& d& t*o$o($& d& cu?*ZrZtor'
Gn sLnu$ un& co?untZK s& dstn( d!&rt& t*ur d& c$&nK"
C$&ntu$ >nostruA c$&ntu$ !d&$
C$&ntu$ concur&nK$or noHtr c$&ntu$ nostru *ot&nKa$
Non-consu?atoru$ r&$at% a$&(& a$t& crcut& In co?&rK 6&)' co?&rKu$ on-$n&8'
ToK c$&nK sunt $a !&$ d& ?*ortanK' Nu n& (BdZ? du*Z consd&r&nt& $&(at& d& rasZ+ s&)+
%LrstZ+ condK& soca$Z' CunoHtnK&$& H a#$tZK$& noastr& s& ?an!&stZ In ?od &(a$
nd!&r&nt d& t*u$ d& c$&nt" adu$K+ co*+ *&rsoan& a*arKnLnd un& anu?t& c$as& soca$&+
*&rsoan& d!c$&+ *&rsoan& (r&u d& ?u$Ku?t'
Gn r&$aKa noastrZ cu c$&nK *ut&? %or# d& o '<)%$)*' /)%",),"<= c& s& r&!&rZ $a"
sats!acK&
!d&$tat&
sau d& o '<)%$)*' /)-,",),"<= In !uncK& d&"
!r&c%&nKa cu?*ZrZtur$or
,<
coHu$ ?&du
t?*u$ *&tr&cut In ?a(a=n
co?*orta?&nt In ca= d& ru*turZ' Loa$tat&a !aKZ d& ?arcZ a cr&scut In u$t? 1
an+ Inc&*Lnd sZ ca*&t& nuanK& ?a ra!nat&' Nu?Zru$ consu?ator$or car& ?&r( sZ
caut& *rodusu$ *r&!&rat Intr-un a$t ?a(a=n &st& s&?n!cat% ?a ?ar& !aKZ d& an
*r&c&d&nK' Co?*orta?&ntu$ consu?ator$or" 12Q cu?*ZrZ cu?*JrJ ac&$aH
*rodus d& $a concur&nKJZE 3Q cu?*ZrZ ac&&aH ?arcZ+ dar un *rodus uHor d!&rtE
5Q a?LnZ cu?*Zrar&a *rodusu$u *LnZ cLnd ?arca &st& dn nou ds*on#$ZE
r&stu$ d& /<Q cu?*ZrZ o a$tZ ?arcZ8'

N'<0"%', (0,"<)>""%' ?" )2,'1,=*"%' /%"'-,$%$"

Produsu$ rZs*und& un& n&%o sau un& ?ot%aK' Mot%&$& sau s&nt?&nt&$& car& I?*n(
c$&ntu$ sZ cu?*&r& un *rodus sunt nu?&roas&+ dar *ot ! (ru*at& In 5 cat&(or"
1! S'/$*",),'
N&%oa d& s&curtat& &st& &s&nKa$Z H s& d&!n&Ht& *rn s(uranKa ca$tZK *rodusu$uE
s&nt?&ntu$ d& s(uranKZ *oat& ! ndus"
- *rn ()*/) sa 6*u#$ctat&+ (aranK&+ Ins&?n& sau c&rt!cat& r&cunoscut& $a n%&$
naKona$Nnt&rnaKona$+ r&*utaK& (&n&ra$Z+ o*na *r&t&n$or+ r&!&rnK&8E
- *rn nt&r?&du$ <5-6=,0*$%$" 6In anu?t& ca=ur tr&#u& sZ a$&(&? Intr& ?Zrc
sau caract&rstc t&Bnc& car& n& d&*ZH&sc+ d& und& ?*ortanKa un& ar(u?&ntaK
car& sZ Dust!c& ca$tat&a *rodusu$u8'
C$&nK s& t&? d& rscur+ d& n&cunoscut+ d& nc&rttudn' :or ca *rodusu$ sZ dur&=& H sZ
Ht& cu s& *ot adr&sa In ca= d& d&!&cKun& 6?*ortanKa s&r%cu$u *ost-%Ln=ar&8'
2! A3'/,"<",),', 2"(1),"'
Part&a a!&ct%Z 6dra(ost&+ *r&t&n&+ s?*at&8 DoacZ un ro$ ?*ortant In co?*orta?&ntu$
u?an' Gn ?at&r& d& %Ln=Zr+ >dra(ost&a $a *r?a %&d&r&A *&ntru un artco$ sau s?*ata
*&ntru o ?arcZ sau un %Ln=Ztor DoacZ un ro$ BotZrLtor' A$&(&r&a s& !ac& ?a d&(ra#Z *&
consd&r&nt& &?oKona$& d&cLt raKona$&'
3! C0-30*,
N&%oa d& con!ort &st& d&!ntZ *rn ur?Ztoar&$& as*&ct&" co?odtat&+ caract&r *ractc+
s?*$tat&+ &r(ono?&+ !ac$tat&+ &cono?& d& &!ort+ d& &n&r(&+ d& s*aKu+ o ?a ?ar&
&!cactat&' D& as&?&n&a+ t?*u$ *&tr&cut $a cu?*ZrZtur &st& un a$t crt&ru du*a car& s&
or&nt&a=Z c$&nK' R&*&r&$& cu *cto(ra?& *&ntru n!or?aK$& &s&nKa$& a$& *rodusu$u I
*&r?t c$&ntu$u sZ nu a$oc& ?a ?u$t t?* d&cLt &st& n&c&sar *&ntru acB=Konar&a unu
*rodus+ r&ducLnd su#stanKa$ t?*u$ *&tr&cut $a cu?*ZrZtur+ t?* *& car& I$ *oat&
consacra a$tor act%tZK' S*aKu$ $ar(+ &st&tca ?a(a=nu$u+ s&r%c$& o!&rt&+ s&nt?&ntu$
d& s&curtat& sunt a$t& atuur *& car& un c$&nt $& ar& In %&d&r& atunc cLnd o*t&a=Z *&ntru
$ocu$ d& und& IH !ac& cu?*ZrZtur$&' Toat& ac&st&a d&?onstr&a=Z ?*ortanKa ac&st&
?ot%aK In *roc&su$ d& cu?*Zrar&'
@! O*.0%"$
MLndr&+ %antat&+ a?or-*ro*ru+ concur&nKZ+ n%d& sunt as*&ct& a$& dornK& noastr&
*ro!und& d& a!r?ar&' IatZ d& c& caract&ru$ &st&tc+ *r&Ku$ ?ar& sau ?arca anu?tor
1-
*rodus& n& !$at&a=Z H $& cu?*ZrZ? d&H nu a%&? n&a*Zrat n&%o&' :r&? sZ !? $a ?odZ+
sa &*atZ? sau *ur H s?*$u sZ d&?onstrZ? cZ H no sunt&? ca*a#$'
A! N0$,),'
Sats!ac&r&a curo=tZK+ nc$naK& *&ntru ?od&rn+ n&%oa d& scB?#ar&+ d& r&Innor&+
atracKa !aKZ d& n&cunoscut+ toK ac&Ht !actor *ot Duca un ro$ d&t&r?nant In a cu?*Zra'
At&nK&" (ustu$ *&ntru nou s& o*un& ad&s&a n&%o d& s&curtat&' :Ln=Ztoru$ tr&#u& In
cons&cnKZ sZ as(ur& c$&ntu$ cZ *rodus&$& no nu contra%n n&%o sa$& d& s&curtat&'
B! E/0-0("2"*'
Econo?& $a cu?*Zrar&+ t&a?a d& a nu *&rd& #an+ dornKa d& a !ac& o a!ac&r& #unZ sunt
&$&?&nt& car& n!$u&nK&a=Z d&c=a d& cu?*Zrar&' Pr&Ku$ &st& unu$ dn crt&r$& d& car& Kn
cont ?u$t c$&nK atunc cLnd BotZrZsc sZ-H !acZ cu?*ZrZtur$&' Ast!&$ ?Zrc$&
r&*r&=&ntat%&+ cu *r&Kur ?a ?c d&cLt In ?a(a=n&$& d& *ro!$+ *rodus&$& ?arcZ
*ro*r&+ *ro?oK$&+ !ra(?&ntar&a *r&Ku$u+ *r&cu? H un ra*ort cor&ct Intr&
ca$tat&N*r&KN?od&rntat& sunt cLt&%a atuur a$& B*&r?ar@&tu$u' C$&nK sunt In (&n&ra$
s&ns#$ $a tot c& ar& $&(aturZ cu &cono?a' At&nK&" %Ln=Ztoru$ nu tr&#u& sZ nsst& *&
*r&Ku$ *rodusu$uE orcu? &cono?sr&a r&*r&=ntZ o Dust!car& ?a ?ar& d&cLt ad&%aratu$
?ot% a$ cu?*ZrZr' P& d& a$tZ *art&+ >& *r&a scu?*A Ins&a?nZ In ?aDortat&a ca=ur$or"
>nu-? dor&sc su!c&nt d& ?u$t ac&st *rodus *&ntru a-$ cu?*Zra $a ac&st *r&KA'
PREC TIMP PLDCERE SECURITATE
- ?Zrc cunoscut& $a
*r&Kur ?a ?c
- *rodus& *r?u$ *r&K
- *ro?oK
- !ra(?&ntar&a
*r&Ku$u 6(ra?aD&
r&dus&8
- a?&$orar&a
ra*ortu$u
ca$tat&N*r&KN?od&rn
tat&
- cLHt( d& t?*
*&ntru a-$ *&rd& In
a$tZ *art&
- uHurar&a %&K
- totu$ *r&(Ztt
- totu$ aranDat
- >totu$ su# ac&$aH
aco*&rHA
- ?od&rntat& F
&st&tcZ
- (astrono?&
- (ustur no
- a?#anKa
?a(a=nu$u
- d%&rts?&nt
- tradK&
- *rodus& natura$&+
#o+ &co$o(c&
- *rodus& *roas*&t&+
d& ca$tat& (arantatZ
- *rodus& *&ntru
sZnZtat&+
*ara!ar?ac&
- t&star& H (aranK&
*&ntru *rodus&$&
cu?*Zrat&
TIMP
PREC
SECURITAT
E
PLDCERE
1.
Ro$u$ *& car& I$ a%&? &st& sZ %&n? In IntL?*nar&a n&%o$or H ast&*tZr$or c$&nK$or
*&ntru ca sats!acKa c$&ntu$u r&*r&=ntZ succ&su$ ?a(a=nu$u+ ar un c$&nt car& *$&acZ
cu ?*r&s *$Zcut& H &st& sats!Zcut d& *rodus&$& H s&r%c$& o!&rt& SE GNTOARCE[ D&
ac&&a s$o(anu$ Cora &st& EF,"" &' /' *'<""GH!
C$&ntu$ !o$os&Ht& s&r%c$&N*rodus&$& noastr& H *$Zt&Ht& *&ntru &$&' A%&? datora sZ
%&n? In IntL?*nar&a n&%o$or sa$& sats!ZcLndu-$&+ atLt In #&n&!cu$ $u cLt H a$ nostru'
Strat&(a o r&*r&=ntZ s&r%c$&+ !a*tu$ d& a con%n(& c$&ntu$ sZ nu ?a !acZ a*&$ $a un a$t
t* d& co?&rK *&ntru cZ ?a(n&a ?a(a=nu$u Cora &st& sats!ZcZtoar& *&ntru &$[
C0(10*,)('-,$% 1'*20-)%$%$" 7%$/*=,0*" /0('*/")%", ()-).'*" &' *)"0-, <5-6=,0*",
/)2"'*"8 C0*) I- *'%)>") /$ /%"'-,$%
E,)1) 1 F GntL?*nar&a c$&ntu$u+ contactu$
- *o$t&K&a+ =L?#&tu$
- Knuta ad&c%atZ
- attudn&a *o=t%Z+ %o$untarZ
- !or?u$ar&a un& !ra=& d& #un %&nt
- sta#$r&a unu c$?at !a%ora#$ 6&%tar&a cu%Lntu$u NU8'
E,)1) 2 F D&!nr&a n&%o$or c$&ntu$u
Gn ac&astZ &ta*Z o#&ct%u$ &st& d& a d&!n n&%o$& c$&ntu$u H ?ot%aK$& do?nant&'
- ascu$taK cu at&nK& so$ctZr$& c$&ntu$u
- arZtaK-%Z *r&ocu*at d& r&=o$%ar&a ac&stor so$ctZr 6*un&K toat& Intr&#Zr$& n&c&sar& H
r&!or?u$aK *&ntru a ! s(ur ca aK InK&$&s #n&8'
E,)1) 3 F n!or?ar&a c$&ntu$u - rZs*uns $a Intr&#Zr$& $u
- ndcaKN*r&=&ntaK artco$&$& car& rZs*und &!&ct% n&%o$or c$&ntu$u
- *r&=&ntaK-$& Intr-un ?od atract% 6c$&ntu$ tr&#u& sZ $& atn(Z sau cBar sZ $& Inc&rc&
dacZ ac&st $ucru &st& *os#$8
- nu- *r&=&ntaK *r&a ?u$t& artco$& *&ntru a &%ta con!u=a'
E,)1) @ F DacZ &st& ca=u$ aDutaK c$&ntu$ In d&c=a d& cu?*Zrar& ar(u?&ntLnd asu*ra
caract&rstc$or *rodus&$or+ ca rZs*uns $a n&%o$&N?ot%aK$& sa$&'
E,)1) A F D&s*ZrKr&a d& c$&nt
- !or?u$aK o !ra=Z d& rZ?as #un
- as(uraK c$&ntu$ cZ a !acut o a$&(&r& #unZ %&nnd In Cora'
P&ntru cZ a conHt&nt=at ?*ortanKa c$&nK$or+ Cora s& an(aD&a=Z sZ o!&r& *rodus& H
s&r%c d& ca$tat&' EC0-,*)/,$% &' I-/*'&'*'H r&*r&=ntZ s(uranKa un& acB=K r&uHt&'
R'/%)()>""%' /%"'->"%0*
Gn !&car& = *ot a*Zr&a c$&nK n&?u$tu?K' O#$(aKa tuturor ?ana(&r$or d& raon &st& sZ
rZs*undZ cu so$ctudn& atunc cLnd >S&r%cu$ C$&nKA 6$ocu$ s*r& car& s& Indr&a*tZ
?aDortat&a c$&nK$or n&?u$tu?K8 $& c&r& aDutoru$'
I(10*,)-,: $- /%"'-, /)*' 3)/' 0 *'/%)()>"' '2,' $- /%"'-, /)*' -' )J$,=: I?" *$1' &"-
,"(1$% 2=$ 1'-,*$ ) -' 21$-' /= )<'( 0 1*0;%'(=! E2,' ()" .*)< ),$-/" /5-& $-
/%"'-, -'($%>$(", &' 1*0&$2'%' ?" 2'*<"/""%' -0)2,*' *'-$->= 1$* ?" 2"(1%$ %) CORA
2)$ 3)/' 0 *'/%)()>"' 0*.)-'%0* &' /0-,*0%!
1,
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P&ntru a (&stona cLt ?a *ro?*t H &!c&nt ac&st& n&?u$Ku?r+ Cora a &$a#orat o
1*0/'&$*= 1'-,*$ *'/%)()>"""
- r&c$a?aK$& s& d&*un Intr-o urnZ s*&ca$Z $a S&r%cu$ c$&nK *& !or?u$ar&$&-t* *us& $a
ds*o=Ka c$&nK$or
- !or?u$ar&$& s& rdcZ In !&car& =+ s& s&$&ct&a=Z H s& c$as!cZ In !uncK& d& natura
s&s=Zr
- sunt docu?&ntat& In r&(stru$ d& &%d&nKZ a r&c$a?aK$or+ du*Z car& s& n!or?&a=Z
?ana(&ru$ d& raonNs&r%cu ?*$cat
- In ca=u$ r&c$a?aK$or car& *r%&sc artco$&$& d& $a d&*arta?&ntu$ *rodus& *roas*&t&+
dacZ s& consd&rZ s&s=ar&a Int&?&atZ s& co?*$&t&a=Z o !HZ d& r&c$a?aK H ?ana(&ru$
raonu$u ?*$cat I?*r&unZ cu r&s*onsa#$u$ (&nZ F ca$tat& !or?u$&a=Z rZs*unsu$'
R&s*onsa#$u$ d& ca$tat& %a n!or?a c&$&$a$t& ?a(a=n& asu*ra n&con!or?tZK
r&s*&ct%u$u *rodus *&ntru a s& &!&ctua ana$=& H o &%&ntua$Z r&tra(&r& d& $a ra!t a
*rodusu$u In toat& ?a(a=n&$& Cora'
- du*Z c& s& dscutZ cu ?ana(&ru$ ?*$cat s& rZs*und& $a s&s=ar& t&$&!onc' Gn ca=u$ In
car& nu &)stZ nu?Zr d& t&$&!on+ *rn ?a$ sau *rntr-o scrsoar&'
Mana(&ru$ d& *&r?an&nKZ (&ston&a=Z $t($& cu c$&nK+ rZs*und& $a &%&ntua$&$&
Intr&#Zr a$& ac&stora sau a$& co$a#orator$or H &st& r&s*onsa#$ d& %a$dar&a ra?#ursZr
In ca=u$ d!&r&nt&$or d& *r&K sau a *ro#$&?&$or d& ca$tat&'
O#&ct%u$ d& #a=Z a$ or(an=aK& &st& d& a r&a$=a H co?&rca$=a *rodus& d& ca$tat&+
s(ur& *&ntru consu? 6Cora s& an(aD&a=Z sZ co?&rca$=&=& nu?a *rodus& con!or?& dn
*unct d& %&d&r& ca$tat% H sZ r&tra(Z d& $a ra!t *rodus&$& car& s& a*ro*& d& !na$u$
t&r?&nu$u d& %a$a#$tat& cu ,/ d& or& Inant& d& &)*rar&a ac&stora8'
Gn #a=a ac&stu nt&r&s act%tZK$& $&(at& d& (&nZ sunt *$an!cat& KnLnd cont d&
$&(s$aKa H d& r&($&?&ntZr$& In %(oar&' Gn ?o?&ntu$ an(aDZr orc& *&rsoanZ car& %a
$ucra Intr-un s*aKu und& s& ?an*u$&a=Z a$?&nt& 6car& %a ! ?*$catZ In *roc&su$ d&
co?&rca$=ar&+ *roducK&8 tr&#u& sZ do%&d&ascZ *rntr-un act ?&dca$ cZ a &!&ctuat
contro$u$ ?&dca$ o#$(atoru' C& ?*$caK In *roc&su$ d& *roducK& IH *ot &!&ctua
act%tat&a nu?a dacZ sunt $a = cu contro$u$ ?&dca$ H dacZ cor&s*und c&rnK&$or
sta#$t& In !Ha *ostu$u 6ca$!car&+ nstrur&+ nstrur& In ?at&r& d& (&nZ $a an(aDar&+
&)*&r&nKZ &tc'8' Su*ra%&(B&r&a ?&dca$Z a *&rsona$u$u &st& &!&ctuatZ d& un ca#n&t
?&dca$ d& ?&dcna ?unc In #a=a unu contract' P&ntru *&rsona$u$ ?*$cat In *roc&su$
d& *roducK& s& as(urZ &cB*a?&nt cor&s*un=Ztor d& *rot&cK& santarZ a a$?&nt&$or'
D& as&?&n&a+ Cora (arant&a=Z 1*'>$% /0*'/, $a ra!t *&ntru toat& *rodus&$& dn ?a(a=n'
TotuH+ *&ntru ca=ur$& In car& *rodus&$& *r&=ntZ *ro#$&?& d& ca$tat& sau d!&r&nK& d&
*r&K ra!tNcasZ+ Cora a &$a#orat o *roc&durZ d& d&s*Z(u#r& a c$&ntu$u" MM$%>$(", 2)$
&$;%$ *=21%=,",H 6%&= An&)a 18'
.' P*0;%'(' &' /)%",),'
Produs& a$?&ntar& - In ca=u$ In car& un c$&nt cu?*ZrZ un *rodus a$ cZru t&r?&n d&
%a$a#$tat& &st& d&*ZHt+ (radu$ d& *ros*&K?& a$ *rodusu$u &st& scZ=ut sau *r&=ntZ orc&
a$tZ *ro#$&?Z d& ca$tat&+ Cora s& an(aD&a=Z sZ- r&turn&=& d& , or *r&Ku$ *rodusu$u $a
*r&=&ntar&a #onu$u d& casZ H a *rodusu$u In cau=Z'
11
Produs& non-a$?&ntar& - *rodusu$ &st& scB?#at cu un *rodus d&ntc sau s& Intoc?&Ht&
#on-r&tur d& %a$oar&a *rodusu$u In cau=Z' D& as&?&n&a &)stZ *os#$tat&a d& a s&
r&turna Intr&a(a su?Z *$ZttZ d& c$&nt+ #n&InK&$&s doar In ca=u$ In car& c$&ntu$ s*&c!cZ
In ?od &)*r&s ac&st $ucru'
,' D"3'*'->) &' 1*'>
Produs& a$?&ntar& H non-a$?&ntar& - In ca=u$ In car& un c$&nt cu?*ZrZ un *rodus dn
?a(a=n $a *r&Ku$ a!Hat $a ra!t+ ar $a casa *r&Ku$ *rodusu$u s& do%&d&Ht& a ! ?a ?ar&+
Cora s& an(aD&a=Z sZ- r&turn&=& d& , or d!&r&nKa+ cu condKa sZ s& *r&=nt& *& $oc $a
S&r%cu$ C$&nK H sZ a#Z asu*ra sa #onu$ !sca$'
P&ntru a ?ontor=a ac&st& n&con!or?tZK+ In a?#&$& stuaK s& co?*$&t&a=Z !or?u$aru$
AO#s&r%ar&a un& *ro#$&?& d& ca$tat&N d!&r&nKZ *r&K a unu *rodusA'
D& as&?&n&a+ c$&ntu$ ar& *os#$tat&a sZ r&turn&=& *rodusu$ dacZ ac&sta nu cor&s*und&
aHt&*tZr$orNn&%o$or sa$&+ In condK$& In car& d&Kn& #onu$ d& casZ+ ar *rodusu$ H
a?#a$aDu$ nu sunt d&t&rorat&' Gn !uncK& d& *o$tca !&cZru ?a(a=n H d& natura
*rodusu$u+ t&r?&n&$& d& ra?#ursar& d!&rZ' Produsu$ &st& scB?#at sau c$&ntu$u s&
ntoc?&Ht& #on-r&tur'
P&ntru (arantar&a s(uranK& H ca$tZK *rodus&$or co?&rca$=at&+ Cora !o$os&Ht& sst&?u$
HACCP - Ha=ard Ana$Css and Crtca$ Contro$ Ponts 6Ana$=a In *unct&$& crtc& d&
contro$8 car& d&!n&Ht&+ &%a$u&a=Z H Kn& su# contro$ *&rco$&$& c& a?&nnKZ (&na
a$?&ntarZ' Est& a*$ca#$ In $anKu$ a$?&ntar' N&c&stat&a ado*tZr ac&stu sst&? *ro%n&
dn ca=ur$& (ra%& H r&c&nt& d& =oono=Z car& au r&dus Incr&d&r&a consu?ator$or+ d& und&
*r&ocu*ar&a *&r?an&ntZ a ac&stora r&!&rtoar& $a s(uranKa *rodus&$or *& car& $& consu?a'
Conta?nar&a *rodus&$or ar *ut&a a%&a ur?Ztoru$ ?*act asu*ra consu?ator$or"
I?*$&?&ntar&a HACCP *r&su*un& consttur&a un& &cB*& d& S(uranKa A$?&ntu$u+
&$a#orar&a un& *o$tc d& S(uranKa A$?&ntu$u H !o$osr&a unor nstru?&nt& H
*roc&dur s*&c!c&'
A<)-,)J'%' 2"2,'($%$" HACCP:
mbolnviri
Retragere produs
Publicitate negativ
Reputaie distrus
Pierderea pieei
Urmrire penal
nchiderea afacerii
1/
D&t&r?nar&a ca$tZK (&nc& s(ur& *&ntru *rodus&
As(urar&a n&conta?nZr *rodus&$or a$?&ntar&
R&duc&r&a r&#utur$or H a r&c$a?aK$or
Pr&$un(r&a durat& d& %a$a#$tat& a *rodus&$or
G?#unZtZKr&a ?a(n noastr& *& *aKZ
Cr&Zt&r&a Incr&d&r c$&nK$or H a sa$araK$or
R&s*&ctar&a $&(s$aK& In %(oar&'
P*"-/"1""%' HACCP:
Id&nt!car&a *&rco$&$or c& tr&#u& *r&%&nt&+ &$?nat& sau r&dus& $a n%&$ur
acc&*ta#$&
D&t&r?nar&a *unct&$or crtc& In &ta*&$& *&ntru car& contro$u$ &st& &s&nKa$ 6cB&
d& r&c&*K&+ r&=&r%& &tc8
Sta#$r&a $?t&$or *&ntru !&car& *unct crtc 6t&?*&raturZ+ &tc8
Rscu$ n&?*$&?&ntZr sst&?u$u HACCP constZ In conta?nar&a *rodus&$or Intr-o
anu?tZ !a=Z a *roc&s&$or d& *roducK& H cr&Ht&r&a *ro#a#$tZK d& a co?*ro?t&
s&curtat&a a$?&nt&$or sau acc&*ta#$tat&a $or *&ntru consu?+ In stad$& u$t&roar& a$&
$anKu$u a$?&ntar'
Statu$ *rot&D&a=Z dr&*tur$& c$&nK$or *rn $&( 6*rnc*a$u$ act nor?at% !nd O'G' nr'
,.N.<<, *r%nd *rot&cKa consu?ator$or cu ?od!cZr$& u$t&roar&8 H nsttuK d&
su*ra%&(B&r& H contro$ 6$a n%&$ $oca$ OXPC F O!cu$ Xud&K&an *&ntru Prot&cKa
Consu?ator$or+ H naKona$ ANPC F Autortat&a NaKona$Z *&ntru Prot&cKa
Consu?ator$or8'
3!2!DESCRIEREA ALEGERII GAMELOR DE PRODUSE
Gn t&r?no$o(a co?&rca$Z s& !o$os&Ht& atLt noKun&a d& 1*0&$2+ cLt H c&a d& )*,"/0% sau
*'3'*"->=! T&r?&nu$ >*rodusA !ac& r&!&rr& $a as*&ctu$ !=c a$ ?Zr!+ $a ca$tZt$& H
*ro*r&tZK$& *& car& $& ar&+ In t?* c& noKun&a d& >artco$A sau >r&!&rnKZA &st& !o$ostZ
*&ntru a nd%dua$=a r&s*&ct%u$ *rodus *rn cod!car&a nt&rnZ 6cod nt&rn8 sau &)t&rnZ
6cod EAN8 *& car& o ar& ac&sta'
Produs&$& sunt c$as!cat& du*Z"
- 3)("%"' \ artco$& cu *ro*r&tZK sau ut$=ar& as&?ZnZtoar&E
Gn Cora c$as!car&a *rodus&$or s& !ac& *& raoan& H In cadru$ raoan&$or *& !a?$
H su#!a?$' C$as!car&a &st& cod!catZ ast!&$" raonu$ \ co?#naK& d& , c!r&
Fa?$a \ co?#naK& d& / c!r& 6*r?&$& , c!r& \ nr raonu$u8
Su#!a?$a \ co?#naK& d& 5 c!r& 6*r?&$& / c!r& \ nr !a?$&8
E)&?*$u" Raonu$ 3." &$&ctrc& H &$&ctrocasnc&
3.-- RZcr&E con(&$ar&
14
3.-. Ara(a=
3.-, Cu*tor cu ?cround&
3.-1 A*arat& &$&ctrocasnc& Incastrat&
3.-/ S*Z$ar&E uscar&
3.-4 MaHna d& s*Z$at %as&
3.-5 CZ$car&
3.-3 As*ratoar&+ MaHn d& curZKat
3.-< A*arat& &$&ctrocasnc& ?c
3..- Ca!&t&rZ+ c&anc+ !&r#Ztor
3... MaHn d& (Ztt ra*d
3...-. Mncu*tor ?u$t!uncKona$
3...-5 SandScB ?a@&r
3...-< PrZDtor d& *Ln&
3....- P$tZ &$&ctrcZ
3....1 U?d!cator
3.., MaHn *&ntru In!ru?us&Kar&
3..1 GncZ$=r&+ rZcr&+ IncZ$=r& a*Z
- .)() \ artco$& cu *ro*r&tZK sau ut$=Zr co?*$&?&ntar&E *rn (a?a d& *rodus& s&
InK&$&(& s&$&cKa *rodus&$or c& rZs*und n&%o$or H ?ot%aK$or unu ?a)? d&
consu?ator 6*rn ca*actat&a d& a a$&(&+ *r&K+ s&r%c8 In cadru$ unu *unct d& %Ln=ar&'
Gn ana$=a sort?&ntaK& Kn&? cont d& ?Zr?&a (a?& 6nu?Zru$ d& su#-!a?$8 H d&
adLnc?&a sa 6nu?Zru$ d& r&!&rnK& dntr-o su#-!a?$&8'
- ()*/) \ artco$& a*arKnLnd ac&$&aH &?#$&?&'
Produs&$& car& co?*un sort?&ntaKa *ot ! c$as!cat& In 1 cat&(or d& ?Zrc"
- ?Zrc$& naKona$&
- MDD F ?arYu& d& dstr#ut&ur 6*rodus& car& *oartZ nu?&$& Ins&?nu$u nostru F
*rodus& Cora H *rodus&$& ?arca 9nnC8
- *rodus&$& *r?u$ *r&K 6PP - c&$ ?a &!tn dn !a?$a $u d& *rodus&+ rZs*und&
&)c$us% ?ot%aK& &cono?c&8'
M=*/"%' -)>"0-)%'
GraK& ca*actZK $or d& n%&stK& In C&rc&tar& H D&=%o$tar&+ ac&st&a contr#u& $a
dna?=ar&a cat&(or$or+ aducLnd r&(u$at *rodus& no *& car& $& !ac cunoscut& *rn
*u#$ctat&' Gn a$?&ntar+ ?Zrc$& naKona$& au o *ond&r& d& 2--3-Q Intr-o cat&(or&'
MDD
Produs&$& Cora r&*r&=ntZ *atr?onu$ H %toru$ co?*an&' E$& !ac cunoscut& %a$or$&
Cora H consttu& *rnc*a$a *Lr(B& d& !d&$=ar&' Sunt *rodus& d& o ca$tat& co?*ara#$Z
cu *rodus&$& $&ad&r' Gn Ro?Lna *rodus&$& Cora s& (Zs&sc In ac&st ?o?&nt cu *r&cZd&r&
In raoan&$& du$cur H #acan&' Gn Franta (a?a d& *rodus& Cora &st& ?u$t ?a d&=%o$tatZ'
Produs&$& %Lndut& su# ?arca 9nnC 6?arca *r&=&ntZ doar In ?a(a=n&$& CORA+ PROFI
H AL;INU]A - ?a(a=n& *&ntru car& n&(oc&a=Z PRO:ERA8 sunt co?*ara#$& ca *r&K
H ca$tat& cu *rodus&$& *r?u$ *r&K'
P*0&$2'%' 1*"($% 1*'>
Ac&st& *rodus& sunt c&$& ?a &!tn& In cat&(ora $or+ InsZ nu H c&$& ?a s$a#& dn *unct
d& %&d&r& ca$tat%' Co?&rca$=ar&a ac&stor *rodus& ar& dr&*t o#&ct% $Zr(r&a o!&rt&
Cora+ sats!ac&r&a n&%o d& *rodus& &cono?c& H contracarar&a concur&nK&'
15
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S,*),$*"%' F r&*r&=ntZ"
construcKa sort?&ntaK& *& ?a ?u$t& n%&$ur' Gn Cora Ro?Lna sunt act%& ,
stratur "
o 2,*),$% 1 car& cu*rnd& sort?&ntaKa d& #a=Z s*&c!c *&ntru ?a(a=n&$&
dn *ro%nc&+ ada*tat *&ntru ?a(a=n& d& ta$& ?a ?cZ 63'----<'--- ?,8
o 2,*),$% 2 6nc$ud& stratu$ .8 caract&r=at *rntr-o sort?&ntaK& &)tnsZ+
ada*tatZ ?a(a=n&$or d& ta$& ?ar& dn ;ucur&Ht 6.,'--- - .5'--- ?,8
Mana(&ru$ d& raon dntr-un ?a(a=n d& ta$& ?cZ *oat& a$&(& un n%&$ sau a$tu$ *&ntru
!a?$$& dn raonu$ sau+ In !uncK& d& *o$tca co?&rca$Z a ?a(a=nu$u H In !uncK& d&
(radu$ d& &)*un&r& In ?a(a=n *& car& %r&a sZ-$ d&a un& su#-!a?$ d& *rodus&+ a%Lnd
ast!&$ *os#$tat&a d& a-H 1'*20-)%"6) 03'*,) *rn *rodus& r&(ona$&+ *rodus& s&=on&r&
H *rodus& o*tona$& 6ra*ortat $a sort?&ntaKa concur&nK&8'

P&ntru a r&s*&cta construcKa stratur$or+ r&cur(&r&a $a ac&astZ *os#$tat& tr&#u& sZ
rZ?LnZ totuH ?od&ratZ'
P*0/'2$% &' /*')*' ) 20*,"('-,)>"'" 7)%"('-,)*8:
Est& &ta*a c&a ?a ?*ortantZ In car& s& d&scr& cLt ?a *r&cs *os#$ cat&(ora+
s& d&nt!cZ *Lr(B$& d& cr&Ht&r&+ s& *un In &%d&nKZ a?&nnKZr$& H o*ortuntZKt$&+
*unct&$& s$a#& H *unct&$& tar a$& !r?&' P&ntru !&car& cat&(or&+ S&r%cu$ Mar@&tn( H
!$&-ur$& d&cd strat&(a d& ur?at *&ntru a d&=%o$ta *art&a d& *aKZ Cora'
Est& %or#a d& a d&!n ?Zr?&a H structura o!&rt& noastr& In !uncK& d& strat&(a
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sort?&ntaK& car& sZ o*t?=&=& cLHt(ur$&+ r&s*&ctLnd strat&(a !)atZ d& co?*an&'
F&car& ?a(a=n sta#$&Ht& a*o *$anur$& d& ?*$antar&' Sco*u$ &st& d& a !ac$ta
(Zsr&a *rodus&$or d& cZtr& c$&nK H d& a d&=%o$ta *Zrt$& d& *aKa a$& ?a(a=n&$or'
P$anur$& d& ?*$antar& ur?&a=Z strat&(a ?a(a=nu$u'
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scB?#Zr$& d& r&!&rnK&+ *&ntru a n& ur?Zr *&r!or?anK&$& H *&ntru a d&nt!ca
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Id&? &ta*a . a$?&ntar'
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strat&(a !)atZ+ d& n&%o$& c$&nK$or H d& *r&K' Ac&astZ ?uncZ &st& r&a$=atZ Intr-o
r&unun& d& cat&(orC-t&a? 6acB=tor ^ r&s*onsa#$ d& sous !$&8'
C&ntra$a s&$&cKon&a=Z *rodus&$& *& car& $& *r&=ntZ ?a(a=n&$or' Ac&st&a a$&(
*rodus&$& car& cor&s*und strat&(& d&!nt&'
Id&? &ta*a /' a$?&ntar'
Gn ca=u$ co$&cK$or+ !&car& ?a(a=n d&cd& stratu$+ !ac& an(aDa?&nt& d& canttZK
!&r?& *&ntru co$&cK$& d& s&=on H canttZt d& ?*$antar& *&ntru co$&cK$& *rodus&$or
*&r?an&nt&
Id&? &ta*a 4 a$?&ntar'
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InK&$&(&? !a?$$& *&ntru car& d&cd&? sZ !? $&ad&r d& *aKZ' E$& sunt d&t&r?nat& In
!uncK& d& *o$tca co?&rca$Z a ?a(a=nu$u' Sunt caract&r=at& In !uncK& d& nu?Zru$ d&
r&!&rnK& dn (a?a car& &st& Intotd&auna su*&roarZ In ra*ort cu (a?a concur&nK&+ cLt H
d& *r?u$ *r&K 6Intotd&auna ?a ?c sau &(a$ cu a$ concur&nK&8'
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P&ntru a cr&a o ?a(n& d& s*&ca$st &st& ?*ortantZ o $Zr(r& a sort?&ntaK& $a n%&$
su*&ror' Atract%tat&a ?a(a=n&$or Cora Kn& H d& o!&rr&a un& sort?&ntaK d& *rodus&
c$&nK$or car& sZ aco*&r& toat& n&c&stZK$& ac&stora d& cu?*Zrar&'

Structura sort?&ntaK& d& artco$& Kn& cont d& ur?Ztoar&$& as*&ct&"
&rarB=ar&a *r&Kur$or d& %Ln=ar&E
co?*$&?&ntartat&a *rodus&$orE
?*ortanKa *rodus&$or In (os*odZr&E
*ro?o%ar&a *rodus&$or *& d!&rt& cana$& ?&daE
caract&ru$ *rodus&$or F *&r?an&nt sau s&=on&rE
R'.$%) &' ;)6= - sort?&ntu$ $a n%&$u$ !&cZr& !a?$ d& artco$& tr&#u& sZ !& a$cZtut
dn ?n? tr& n%&$ur d& *r&K "
.' >/'% ()" "'3,"-A F &st& n%&$u$ d& *r&K $a car& &st& o!&rtat un *rodus sau o (a?Z d&
*rodus& c& Ind&*$n&sc standard&$& nt&rnaKona$& d& ca$tat&+ !nd *$asat su# *r&Ku$
ac&$oraH artco$& sau a$tora s?$ar& $a concur&nKZ' Ad&s&or ac&st n%&$ d& *r&K &st&
r&*r&=&ntat d& cZtr& ?arca 9nnC+ d&c o (aranK& a *r&Ku$u !oart& scZ=ut *&ntru o ca$tat&
acc&*ta#$ZE
,' >/'% ()" ;$- *)10*, /)%",),' 1*'>A F r&*r&=ntZ n%&$u$ d& *r&K und& r&(Zs?
*rodus&$& car& Inr&(str&a=Z c&$ ?a ?ar& nu?Zr d& untZK %Lndut& In ?&d& =$nc+
aHadar un #un ra*ort co?&rca$ a*r&cat In ?ar& ?ZsurZ d& cZtr& c$&nK CoraE
1' >1*0&$2' &' ()*/=A F *r&su*un& *o=Konar&a artco$&$or c& !ac *art& dntr-o
?arcZ r&cunoscutZ+ und& ca$tat&a &st& su*&roarZE un&or ac&st& *rodus& sunt susKnut& d&
acKun d& *ro?o%ar& naKona$& !urn=at& *& d!&rt& cana$&'
Ac&asta &rarB=ar& nu $?t&a=Z sort?&ntu$ $a doar tr& artco$& sau (a?& d& artco$&+
ac&sta In r&a$tat& !nd ?u$t ?a %arat+ dar *r&su*un& ?n?u$ d& a$cZtur& car&+ In
!uncK& d& nt&r&su$ ?an!&stat H a s*aKu$u d& &)*un&r&+ *oat& nc$ud& 1+ /+ 4 sau cBar 5
n%&$ur d& *r&K sau ?Zrc d!&rt&'
Un a$t consd&r&nt d& car& s& Kn& cont In a$cZtur&a sort?&ntaK& d& artco$& &st& $&(at d&
/0(1%'('-,)*",),') *rodus&$or sau nt&rd&*&nd&nKa $or !uncKona$Z 6&)" *a$&t& d&
#ad?nton H !$uturaH *&ntru ac&st s*ort8'
Gn a$cZtur&a sort?&ntaK& d& artco$& un a$t !actor d& car& s& Kn& cont &st& )*") &'
*=215-&"*' H d& ut$=ar& a *rodus&$or In (os*odZr' Ar ! o notZ s$a#Z ca In ?a(a=n&$&
noastr& sZ nu s& (Zs&ascZ artco$& cu %astZ rZs*Lndr& (os*odar&ascZ 6&)" $o*atZ+ (r&#$Z+
!oar!&cZ+ cocan+ canZ (radatZ+ cZrK d& Doc+ #uD auto+ !ar!ur *&ntru (B%&c&8+ *rodus&
car& nu Inr&(str&a=Z ncodatZ %Ln=Zr s*&ctacu$oas&+ dar co?*$&t&a=Z sort?&ntaKa s*r&
?u$Ku?r&a c$&nK$or'
O a$tZ c$as!car& a sort?&ntaK& &st& !ZcutZ In !uncK& d& /)*)/,'*$% 2'60-"'* a$
artco$&$or' MaDortat&a raoan&$or Inr&(str&a=Z !$uctuaK a$& %Ln=Zr$or In !uncK& d&
s&=ona$tat&' O *art& dn *rodus& au caract&r s&=on&r+ adcZ sunt *r&=&nt& In ?a(a=n&
doar In anu?t& *&road& a$& anu$uE o a$tZ *art& au caract&r *&r?an&nt+ (Zsndu-s& tot
t?*u$ anu$u In su*ra!aKa d& %Ln=ar&+ ar r&stu$ sunt *r&=&nt& In ?a(a=n toatZ *&roada
anu$u dar Inr&(str&a=Z cr&Ht&r s*&ctacu$oas& a$& %Ln=Zr$or doar In anu?t& *&road&'
F)("%"" &' )*,"/0%' 2'60-"'*' F)("%"" &' )*,"/0%' 1'*()-'-,' F)("%"" &' )*,"/0%' ("#,'
/-
Con!&cK co*+ !&?&+ #Zr#aK Artco$& d& *u&rcu$turZ Produs& a$?&ntar& d& *ost
Mo#$&r d& (rZdnZ T&)t$& d& casZ Gn(B&KatZ
D&coraKun *&ntru CrZcun Artco$& d& ?&naD XucZr
Ca?*n( Artco$& auto nt&ror Pa*&tZr&
EcB*a?&nt& *&ntru s*ortur d&
arnZ D&t&r(&nK Ins&ctcd&
Ast!&$ !&car& raon su*ortZ o anu?ta ratZ d& s&=ona$tat& ?a ?cZ sau ?a ?ar&' D&
!a*t+ sort?&ntaKa cu*rnd& co$&cK d& (a?& d& artco$& *&r?an&nt& H s&=on&r&'
E)"
Co$&cK s&=on&r& d& arnZ" co$&cKa d&coraKun d& CrZcun+ co$&cKa d& DucZr+ co$&cKa
s*ort d& arnZ
Co$&cK s&=on&r& d& %arZ" (rZdnart H ca?*n(+ ?o#$&r d& (rZdnZ+ #cc$&t&+ *a*&tZr&
Mnco$&cK" ro$&+ co$&cKa d& S!' :a$&ntn'
Gn sta#$r&a sort?&ntaK& s& Kn& cont H d& concur&nKZ' Gn sco*u$ d&t&r?nZr un&
sort?&ntaK o*t?&+ ds*un&? d& ur?Ztoar&$& nstru?&nt&" RL:-ur d& *r&K+ RL:-ur d&
(a?Z+ n!or?aK d& $a !urn=or &tc'
3!3!DESCRIEREA MODULUI DE STABILIRE A PRETURILOR DE
DESFACERE
Pr&Ku$ r&*r&=ntZ contra%a$oar&a unu *rodus sau s&r%cu &)*r?atZ In #an'
FuncK$& *r&Ku$u"
- aco*&rr&a cB&$tu&$$or as(urLnd totodatZ *ro!t
- r&!$&ctar&a t&ndnK&$or *&K&
- or&ntar&a c$&nK$or
- &)*r?ar&a r&!&rnK&$or soca$&
R&$uLnd In *art& c&$& s*us& ?a sus+ *rnc*a$&$& caract&rstc a$& *r&Ku$u sunt"
- 1*'6'->) !=cZ $a ra!t a &tcB&t& d& *r&K 6un *rodus !ZrZ *r&K ar& ?u$t ?a *uKn&
Hans& d& a ! %Lndut d&cLt un *rodus a$ cZru *r&K &st& cor&ct a!Hat \ *rnc*u d&
#a=Z a co?&rKu$u8
- 1*'/"6"': 1*'>u$ d& $a casZ \ *r&Ku$ Inr&(strat
- <"6";"%",),': uHor d& r&*&rat d& cZtr& c$&nt
- "&'-,"3"/);"%",),'" *r&Ku$ H *rodusu$ s& a!$Z In strLnsZ $&(ZturZ
- /0(1',","<",),'" *o=Konar&a *& *aKZ In !uncK& d& concur&nK-KntZ
- *'-,);"%",),' $a ?a)?" ?arDZ ?a)?Z 6In $?ta a$n&r $a concur&nKZ8'
Para?&tr d& car& tr&#u& sZ s& KnZ cont In ca$cu$u$ *r&Ku$u d& %Ln=ar&"
- *r&Ku$ d& acB=K&
- ?arDa
/.
- *r&Ku$ *rodusu$u $a concur&nK-KntZ
- *r&=&nta *rodusu$u In sort?&ntaKa concur&nK$or-KntZ'
P0%","/) &' 1*'> r&*r&=ntZ sta#$r&a *r&Ku$u *rodus&$or+ *r&cu? H ansa?#$u$
*rnc*$or H ?&tod&$or car& *&r?t r&acKa $a &%&n?&nt&$& *&K&' Po$tca d& *r&K &st&
n!$u&nKatZ H d&t&r?natZ d& o s&r& d& !actor" o#&ct%&$& H strat&($& co?*an&+
r&($&?&ntZr$& $&(a$&+ structura *&K& H concur&nKa+ s&ns#$tat&a consu?ator$or $a *r&K
&tc'
O;"'/,"<'%' 10%","/"" &' 1*'> )2".$*)*') 1*03",);"%",=>""
atn(&r&a o#&ct%&$or d& CA
o#&ct%& $&(at& d& *ZrK$& d& *aKZ
o#&ct%& *r%nd concur&nKa
o#&ct%& s*&c!c& d& ?ar@&tn(
I()."-') &' 1*'> '2,'!!!0 1'*/'1,"' 2$;"'/,"<= ) $-'" *')%",=>"!
I()."-') &' 1*'> cad& su# ncd&nKZ ur?Ztoar&$or !&no?&n& "
I-'*>") - I?a(n&a d& *r&K dur&a=Z H s& scB?#Z !oart& (r&u In t?*
R'%),"<",),') F I?a(n&a d& *r&K s& cr&&a=Z In !uncK& d& &$&?&nt& r&$at%&"
cata$oa(&$&+ r&c$a?a T:+ r&c$a?a OOH+ ?*$antZr$&+ s&?na$=ar&a
S$;"'/,"<",),') - I?a(n&a d& *r&K &st& raKona$Z+ !nd d& !oart& ?u$t& or
n!$u&nKatZ d& a?#anKZ 6?s& &n sc&n&8 ?a ?u$t d&cLt d& r&a$tat&'
C$( 2' *')%"6')6= "()."-') &' 1*'>
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1! IMAGINE
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IMAGINEA DE PREC ESTE REZULTATUL EXPERIENCELOR INDIVIDUALE
ALE CLIENCILOR NOSTRI!
I-2,*$('-,'%' 30%02",' I- /0-2,*$"*') "()."-"" &' 1*'>:
1! P*'>$*"%' *')%'
Po$tca *r&Ku$u d& acB=K& &st& ac&&aH *&ntru toat& ?a(a=n&$& Cora' Ma(a=n&$& au
InsZ autono?& In sta#$r&a *r&Ku$u d& %Ln=ar& In !uncK& d& !actor c& Kn d& ?ar@&tn(+
d& *ro)?tat&a concur&nK&' Totus+ &)stZ o s&r& d& r&($&?&ntZr $&(a$& 6Ordonanta
<<N,---+ cu ?od!cZr$& H co?*$&tZr$& u$t&roar&8 car& nt&r=c co?&rca$=ar&a
*rodus&$or In *&rd&r& 6>orc& %Ln=ar& $a un *r&K &(a$ sau n!&ror costu$u d& acB=K&
,
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asa cu? &st& ac&sta d&!nt In r&($&?&ntZr$& $&(a$& In %(oar&A8+ cu &)c&*Ka cLtor%a
&)c&*K *r&%Z=ut& d& $&(&"
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anunKatZ su# d&nu?r&a d& >$cBdar&A H car&+ *rntr-o r&duc&r& d& *r&Kur+ ar& ca &!&ct
%Ln=ar&a acc&$&ratZ a Intr&( ?Zr! dn stoc sau a unu sort?&nt d& ?ar!Z dn stocu$ a!$at
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- scB?#ar&a *ro!$u$u unu raon+ sus*&ndar&a sau In$ocur&a un& act%tZK co?&rca$&
In ?a(a=n
- ?od!car&a condK$or d& &)&rctar& a act%tZK In ca=u$ IncB&&r sau anu$Zr unu
contract d& dstr#uK& cu c$au=Z d& a*ro%=onar& &)c$us%Z
- d&t&rorar&a (ra%Z+ ca ur?ar& a unor ca$a?tZt sau act& d& %anda$s? a un& *ZrK sau a
Intr&(u$u stoc d& *rodus&+ nc$us% c&$& a$?&ntar&'
,
Prn >cost d& acB=K&A s& InK&$&(& *r&Ku$ d& cu?*Zrar&+ ta)&$& n&r&cu*&ra#$&+ cB&$tu&$$& d& trans*ort-
a*ro%=onar& H a$t& cB&$tu&$ acc&sor n&c&sar& *&ntru *un&r&a In star& d& ut$tat& sau ntrar&a In (&stun&
a r&s*&ct%u$u *rodus'
Pr&Kur$&
r&a$&
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acc&$&ratZ+ $a *r&K r&dus a stocu$u d& ?Zr!ur s&=on&r&+ !nd InsoKtZ sau *r&c&datZ d&
*u#$ctat&' So$dar&a s& *oat& &!&ctua nu?a dacZ *rodus&$& *ro*us& s*r& so$dar&"
- sunt *rodus&$& n&a$?&ntar& cu caract&r s&=on&r
- sunt acBtat& !urn=or$or cu c&$ *uKn 1- d& =$& Inant& d& data d& Inc&*ut a *&road& d&
so$dar&
- au !ost o!&rt& s*r& %Ln=ar& In ?od o#snut Inant& d& data d& Inc&*ut a *&road& d&
so$dar&
:Ln=ar$& d& so$dar& s& *ot &!&ctua nu?a In cursu$ a douZ *&road& *& an+ cu o duratZ
?a)?Z d& /4 d& =$& !&car&+ In nt&r%a$&$&"
- .4 anuar& F .4 a*r$& nc$us% 6*&ntru *rodus&$& d& toa?nZ-arnZ8
- . au(ust F 1. octo?#r& nc$us% 6*&ntru *rodus&$& d& *r?a%arZ-%arZ8'
Lst&$& cu artco$&$& so$dat& sunt d&*us& $a *r?Zr& cu ?n? .4 =$& Inant& d& Inc&*&r&a
*&road& d& so$dar& 6%&= An&)a 48'
Pu#$ctat&a so$dur$or tr&#u& sZ *r&c=&=&"
- data d& Inc&*ut H durata %Ln=Zr d& so$dar&
- sort?&ntu$ ?Zr!ur$or su*us so$dZr'
/! <5-6)*"%' '3'/,$),' 1*"- ().)6"-'%' 2)$ &'106",'%' &' 3);*"/= F ac&st t* d& %Ln=ar&
%=&a=Z %Ln=Zr$& dn *roducKa *ro*r&+ &!&ctuat& dr&ct consu?ator$or d& cZtr&
*roducator'
&! <5-6)*') 1*0(0>"0-)%= F *ot a%&a $oc In tot t?*u$ anu$u dacZ sunt Ind&*$nt&
ur?Ztoar&$& condK"
- %Ln=Zr$& sZ s& !acZ $a *r&K r&dus+ dar nu In *&rd&r&
- sZ s& r&!&r& $a *rodus&$& ds*on#$& sau r&a*ro%=ona#$&+ sZ nu s& tndZ $a o
%Ln=ar& acc&$&ratZ a unu stoc d& ?ar!Z car& nu %a ! r&a*ro%=onatZ+ ca In ca=u$
so$dZr$or sau $cBdZr$or
- *rodus&$& In cau=Z sZ &)st& $a %Ln=ar& *& durata Intr&( *ro?oKt anunKat&'
'! %Ln=Zr a$& *rodus&$or d&stnat& sats!ac&r unor -'<0" 0/)6"0-)%' a$& consu?ator$or F
ac&astZ %Ln=ar& s& *oat& &!&ctua cu *r&K r&dus In stuaKa In car& &%&n?&ntu$ a tr&cut H
&st& &%d&nt cZ *rodus&$& r&s*&ct%& nu ?a *ot ! %Lndut& In condK co?&rca$& nor?a$&'
Sunt consd&rat& *rodus& d&stnat& sats!ac&r unor n&%o oca=ona$& a$& consu?ator$or
*rodus&$& car& s& %Lnd cu oca=a unor sZr#Ztor 6CrZcun+ . H 3 Mart&+ PaHt&8'
3! %Ln=Zr a$& *rodus&$or car& nu au !ost %Lndut& In t&r?&n d& 1 $un d& $a a*ro%=onar& F
In ac&astZ stuaK& In car& *rodus&$& sunt (r&u %anda#$&+ n&*utLnd ! co?&rca$=at& Intr-
un t&r?&n d&stu$ d& $un( d& $a data a*ro%=onZr+ ?a(a=nu$ &st& Indr&*tZKt sZ $& %Lnda
$a *r&K r&dus'
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cZror cons&r%ar& nu ?a *oat& ! as(uratZ *LnZ $a $?ta t&r?&nu$u d& %a$a#$tat&' Gn
ac&asta cat&(or& ntrZ *rodus& a(roa$?&ntar& H Bortco$&+ dar H un&$& *rodus&
n&a$?&ntar& 6&)" $acur H %o*s&$&8'
4! %Ln=ar&a unu *rodus *rn )%"-"'*') %) /0-/$*'->= F &st& %or#a d& !)ar&a unu *r&K
6&%d&nt r&dus !aKZ d& c&$ *ractcat *ana atunc8 a$nat $a *r&Ku$ *ractcat $&(a$ d& c&$a$K
co?&rcanK dn ac&&aH =onZ co?&rca$Z+ *&ntru ac&$aH *rodus+ d&t&r?nat d& ?&du$
concur&nKa$'
//
"! %Ln=ar&a *rodus&$or $a car& *r&Kur$& d& r&a*ro%=onar& s-au d?nuat F &st& %or#a d&
*rodus& cu caract&rstc d&ntc& dar a$& cZror *r&Kur d& r&a*ro%=onar&+ datortZ unor
cau=& o#&ct%&+ s-au ?cHorat'
R'.$%" &' 3"#)*' ) 1*'>$*"%0* I- /)6$% <5-6=*"%0* /$ 1*'> *'&$2
R&duc&r&a d& *r&K tr&#u& ra*ortatZ $a *r&Ku$ d& r&!&rntZ *ractcat In ?a(a=n *&ntru
*rodus& d&ntc&' Pr&Ku$ d& r&!&rnKZ r&*r&=ntZ c&$ ?a scZ=ut *r&K *ractcat In ?a(a=n In
u$t?&$& 1- d& =$& ant&roar& a*$cZr *r&Ku$u r&dus'
Pr&Ku$ r&dus tr&#u& &)*r?at !& *rn"
- ?&nKonar&a nou$u *r&K $Ln(Z *r&Ku$ ant&ror+ #arat
- ?&nKonar&a _ *r&K nou ` H _ *r&K %&cB ` $Ln(Z su?&$& cor&s*un=Ztoar&
- ?&nKonar&a *roc&ntu$u d& r&duc&r& a nou$u *r&K car& a*ar& $Ln(Z *r&Ku$ ant&ror+
#arat'
Gn strat&(a d& sta#$r& a *r&Ku$u d& %Ln=ar& s& Kn& cont d& "
>Pr?u$ *r&KA - &st& Intotd&auna c&$ *uKn &(a$ cu >*r?u$ *r&KA d& $a concur&nKZ'
Produs&$& co?*ara#$& - au c&$ ?u$t ac&$as *r&K ca $a concur&nKZ
Produs&$& $&ad&r - sunt Intotd&auna ?a &!tn&'
Gn %&d&r&a a$n&r *r&Kur$or $a concur&nKZ+ s& r&a$=&a=Z sst&?atc co?*araK d& *r&K
6RL:-ur8'
2! S,);"%",),') 1*'>$*"%0*
M&?orar&a *r&Kur$or d& cZtr& c$&nK &st& strLns $&(atZ d& sta#$tat&a $or' Est& ?*&rat%Z
sta#$r&a *ro*r& *o$tc d& *r&K H *Zstrar&a & In t?*'
3! C0-/$*'->)
Concur&nK sunt s*&c!c H d!&rK a*roa*& *& !&car& s&ctor In *art& H cBar In cadru$
ac&$uaH raon+ d& ac&&a tr&#u& sta#$tZ o#$(atoru *&ntru !&car& raon o $stZ d&
concur&nK $a car& s& r&a$=&a=Z RL:-ur$&' Concur&nKa *oat& ! &"*'/,= 6B*&r?ar@&t-ur+
su*&r?ar@&t-ur+ ?a(a=n&$& d& Bard-dscount8 sau "-&"*'/,= 6co?&rK &$&ctronc+ %Ln=ar&
*rn cor&s*ond&nKZ+ ?a(a=n& d& *ro)?tat&8'
A,'->"'G <-Q dn $ocutor !r&c%&nt&a=Z c&$ *uKn , B*&r?ar@&t-ur+ ar 4-Q dn c$&nK
!r&c%&nt&a=Z Intr& . H , ?a(a=n& s*&ca$=at&'
@! C0($-"/)*')
C0($-"/)*') '#,'*-= !oca$=&a=Z *& *r&Kur+ trans?t& dornKa noastrZ d& a
*ro*un& >c&$& ?a ?c *r&KurA' E!c&nt=ar&a ac&st&a s& o#Kn& *rn ?u$ttudn&a
su*ortur$or n!or?aKona$&'
/4
C0($-"/)*') "-,'*-= 6In ?a(a=n8 &st& ?&ntZ sZ %a$or=&=& Intr-un ?od cLt ?a
&!c&nt su*ra!aKa d& %Ln=ar&' Asta Ins&a?nZ cZ tr&#u& sZ as(urZ? o ?a(n& c$arZ a
*rodus&$or *& ra!t+ sZ s&?na$=Z? *artcu$artZK$& c&$& ?a ?*ortant& $&(at& d& o!&rta
noastrZ co?&rca$Z+ cLt H anu?t& s*&c!ctZt a$& unor *rodus&+ a*art&n&nKa $a o !a?$&
d& *rodus& &tc'
A! S0*,"('-,)>")
S0*,"('-,)>")+ n%&$u$ d& d&=%o$tar& a .)('" 6?a ?u$t& ca$#r&Nn%&$ur d& ca$tat&8 H In
*artcu$ar *r&=&nKa /'%$" ()" ("/ 1*'> 6cu condKa sZ a#Z o ca$tat& cor&ctZ8+
!ra(?&ntar&a *r&Ku$u 6a?#a$ar&a *rodusu$u In untZK ?a ?c8+ (0&$% &' )3"?)*' )
1*'>$%$" 6*r&KNuntat& *&ntru *acB&t& sau $otur+ *r&KN@( In *$us !aKZ d& c&$ $a #ucatZ8+ toat&
ac&st&a sunt &$&?&nt& car& DoacZ un ro$ &s&nKa$ In cr&ar&a ?a(n unu ?a(a=n'
B! P$-'*') I- 2/'-= 7)(;")->), ,'),*)%"6)*')8
A ! un #un co?&rcant Ins&a?nZ sZ t& *u In $ocu$ c$&ntu$u+ sZ-K *r%&Ht raonu$ dn
*&rs*&ct%a c$&ntu$u+ sZ ! dna?c+ sZ cr&&= noutat&a+ sZ ! conHt&nt d& tot c& un c$&nt
*oat& %&d&a+ au= H r&s?K' Ast!&$+ ?*$antZr$& tr&#u& sZ !& /%)*':
- o sort?&ntaK& c$arZ *&r?t& ?&?orar&a ?a uHoarZ a *r&Kur$or+ ?a a$&s a *r&Kur$or
?c
- o *o=tonar& H o &tcB&tar& cor&ctZ duc $a d&nt!car&a c$arZ a d!&rt&$or n%&$ur d&
*r&K'
D&corar&a ?a(a=nu$u+ a?#anKa ($o#a$Z+ *un&r&a In sc&nZ a *ro?oK$or 6*$asZar$&8+
cr&ar&a unu &!&ct d& ?as!car& 6&)" ?a)? , artco$& *& TG8+ s&?na$=ar&a+ toat& ac&st&a
contr#u& $a contro$u$ ?a(n d& *r&K'
N! A-.)J)>""
P&rsona$u$ nostru ar tr&#u sZ !& con%ns cZ $a Cora &st& c&$ ?a &!tnA+ d& ac&&a
&!ortur$& car& s-au !Zcut *&ntru scZd&r&a *r&Kur$or tr&#u& sZ $& !& !Zcut& cunoscut& 6d&
&)&?*$u a!Har&a $st&$or d& RL: In $ocur %=#$& cu? ar ! sa$a d& ?&s&8' D& as&?&n&a+
tr&#u& nc$us& In !or?ar&a tuturor H In co?uncar&a cotdanZ 6r&unun$& sa*ta?ana$&8
co?*orta?&ntu$ *& car& tr&#u& sZ-$ a#Z In r&$aKa cu c$&nK+ ?&saD&$& c& tr&#u&
trans?s& ac&stora+ *r&cu? H rZs*unsur$& c& tr&#u& dat& In ca=u$ In car& a*ar o#&cK
dn *art&a c$&nK$or'
An(aDaK sunt toK c$&nK Cora'
T"10%0.") "()."-"" &' 1*'>:
I()."-')
I- '#,'*"0*
3
I()."-')
I- 3)>)
/%"'->"%0*
SLABO PUTERNICO
1
I?a(n&a In &)t&ror s& r&!&rZ $a non-c$&nK+ $a *ot&nKa$ c$&nK+ $a !urn=or+ $a concur&nKZ &tc' I?a(n&a
In !aKa c$&nK$or ?*$cZ nu?a c$&nK Cora+ d&Da !d&$'
/5
[
SLABO SPECTATOR
D").-02,"/:
- I?a(n& ($o#a$Z d& *r&K *roastZ
- Insats!acKa c$&nK$or In c&&a c& *r%&Ht&
*r&Kur$&
A/>"$-" 102";"%':
.'Po=Konar&a n%&$ur$or d& *r&K
,'Co?uncar& ?a &!c&ntZ+ ?a *ut&rncZ
H ?a !r&c%&ntZ asu*ra *r&Kur$or H a
*ro?oK$or
1'Ur?Zrr&a H contracarar&a concur&nK$or
*rn *r&Kur H co?uncar&
LAUDAROS
D").-02,"/:
-Co?uncar&a *r&Kur$or &st& #n&
r&c&*KonatZ d& cZtr& c$&nK
*ot&nKa$ H #&n&!c&? d& o
?oHt&nr& #unZ $a ac&st ca*to$
- Pr&Kur$& dn ?a(a=n InsZ nu
r&s*&ctZ *ro?sun&a !Zcuta *rn
nt&r?&du$ co?uncZr
A/,"$-" 102";"%':
.'E!ortur In c&&a c& *r%&Ht& *r&Kur$&
,'Ana$=a H I?#unZtZKr&a
sort?&ntaK&
1'G?#unZtZKr&a as*&ctu$u *ro?o *rn
acKun *&rcutant&
PUTERNICO URMRITOR
D").-02,"/:
- Ma(a=nu$ ar& o #unZ ?a(n& d& *r&K In
!aKa c$&nK$or sZ
- Ac&astZ r&a$tat& &st& *uKn cunoscutZ
*rntr& *ot&nKa$ c$&nK
A/>"$-" 102";"%':
.' Co?uncar& ?a &!c&ntZ+ ?a *ut&rncZ
H ?a !r&c%&ntZ asu*ra *r&Kur$or H a
*ro?oK$or
,' R&a$=ar&a unor acKun s*&ctacu$oas&
*&ntru a !ac& cunoscut ?a(a=nu$ H
*r&Kur$& sa$&
1' M&nKn&r&a o!&rt& $a n%&$u$ actua$ d&
*r&K'
LEADER DE pre
D").-02,"/:
- O ?a(n& ($o#a$Z #unZ atLt In !aKa
c$&nK$or cLt H In !aKa non F c$&nK$or
A/>"$-" 102";"%':
.' Contnuar&a *& ac&astZ $n&
,' Gnc&rcar&a d& a atra(& non-c$&nK
In ?a(a=n
1' _ SZ nu t& cu$c *& $aur %ctor& `
- su*ra%&(B&r&a *&r?an&ntZ a
concur&nK&'
/2
cea mai bun
atracie
+
cumprturi
+
clieni
+
cel mai bun co
cifra de afaceri CIFRa DE AFACERI
/3
O mai bun imagine de pre:
3!@!DESCRIEREA MODULUI DE PLASARE A PRODUSELOR
M&rcBandsn(Fu$ IH (Zs&Ht& or(n&a In n&c&stat&a unu *rodus d& >a s& !ac& %LndutA
cZtr& un consu?ator !ZrZ a ! asstat d& un %Ln=Ztor'
R&(u$a c&$or 4P d&scBd& o a#ordar& ($o#a$Z asu*ra d&!nK& ?&rcBandsn(-u$u"
*rodusu$ Potr%t 6sort?&ntaK&8+ $a $ocu$ Potr%t 6?*$antar&8+ In canttat&a Potr%tZ
6!acn(+ ru*tur8+ In ?o?&ntu$ Potr%t 6s&=ona$tat&8+ cu o n!or?ar& Potr%tZ 6IL:NPL:8'
Ma(a=n&$& Cora IH r&a$=&a=Z ?*$antar$& d!&rt+ In !uncK& d& *o$tca co?&rca$Z
&$a#oratZ In cont&)tu$ condt$or concur&nKa$&+ *artcu$artZK$or r&(ona$& d& consu? H a
?a(n *& car& %or s-o *ro?o%&=&'
"()."-' &' E1*'>$*" ("/"H F a$ocar&a unor s*aK ?a $ar( *rodus&$or *r?u$ *r&K
"()."-' &' E21'/")%"2,H F s& *un& acc&ntu$ *& d&=%o$tar&a !a?$$or car& sunt
r&*r&=&ntat& nsu!c&nt $a concur&nKZ 6%&= su#-ca*to$u$ ,'Sort?&ntaK&8'
O#&ct%&$& co?&rca$& H !nancar& a$& ?a(a=nu$u n!$u&nK&a=Z In &(a$Z ?ZsurZ ?odu$
d& ?*$antar&"
CA F ca= In car& s& *r%$&(a=Z *rodus&$& cu *0,)>"' ()*'+ dar a cZror ?arDa &st&
?cZE ac&astZ strat&(& rZs*und& ?*&rat%u$u d& r&NcLHt(ar& a c$&nK$or sau a *ZrK$or d&
*aKZ'
*'-,);"%",),' F s& a$ocZ ?a ?u$t s*aKu *rodus&$or r&nta#$&+ cu ()*J=!
D& as&?&n&a+ anu?t& constrLn(&r *ot o#$(a ?ana(&ru$ d& raon sZ-H ada*t&=&
*$anur$& In !uncK& d& d?&nsun&a ?o#$&ru$u+ ta$a ?a(a=nu$u+ ?Zr?&a raonu$u'
TotuH+ cunoaHt&r&a *rnc*$or d& #a=Z &st& nds*&nsa#$Z'
As*&ct& d& $uat In ca$cu$ $a r&a$=ar&a un& ?*$antZr"
a' Ina$K?&a *r&=&ntZr
#' s&nsu$ d& crcu$aK&
c' t*u$ d& !a?$&Nsu#-!a?$& dn car& !ac& *art& *rodusu$
d' *r&=&ntar&a *rodusu$u *& (ondo$Z
N%&$u$ ?n? d& %=#$tat& a unu *rodus &st& d& 1-c?' S*aKu$ d& *r&=&ntar& $a ra!t
*&ntru un *rodus &st& strLns $&(at d& rotaKa *rodusu$u r&s*&ct%+ ast!&$ *rodus&$& d&
rotaK& ?ar& #&n&!ca=Z d& s*aKu ?a ?ar&+ *&ntru cr&ar&a &!&ctu$u d& ?as!car& H
*&ntru &%tar&a ru*tur$or In t?*u$ =$&'
a' L-=%>"(') 1*'6'-,=*""
- *rodus&$& *r?u$ *r&K+ *rodus&$& %o$u?noas&+ *rodus&$& cu rotaK& ?ar& s& ?*$ant&a=Z
Dos 648
- *rodus&$& cu ?arDa ?ar&+ *rodus&$& d& ?*u$s+ *rodus&$& Cora s& ?*$ant&a=Z $a n%&$u$
ocB$or H ?Ln$or 6. H ,8
- c&$&$a$t& *rodus& co?*$&?&ntar& s& ?*$ant&a=Z sus sau Dos 61 H /8'
/<
#' S'-2$% &' /"*/$%)>"''
Constatar&" c$&nK *r%&sc d& c&$& ?a ?u$t& or ntL s*r& dr&a*ta+ ?&r( cu o %t&=a d&
,@?NB H *r?&sc 1-- n!or?aKN?nut'
T?*u$ ?&du *&tr&cut In ?a(a=n &st& d& 44 d& ?nut&+ ar c&$ d& a$&(&r& a unu *rodus
d& .- s&cund&'
4-

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punct cald (spre care se
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INTRR!
egenda!
c' T*u$ d& 3)("%"'/2$;-3)("%"' dn car& !ac& *art& *rodusu$
.' !a?$&Nsu#-!a?$& cu nu?Zr ?ar& d& r&!&rnK&+ rotaK& ?cZ H s*aKu a$ocat ?c F
?*$antar& *& InL$K?&
,' !a?$&Nsu#-!a?$& cu nu?Zr ?c d& r&!&rnK&+ rotaK& ?ar& H s*aKu a$ocat ?ar&-
?*$antar& In s&nsu$ d& crcu$aK& a$ c$&ntu$u *& %&rtca$Z sau s&?-%&rtca$Z
4.
I?*$antar&a *rodus&$or In
!uncK& d& s&nsu$ d&
crcu$at& s& !ac& Inc&*Lnd
cu *r&Ku$ c&$ ?a ?c'
1' !a?$&Nsu#-!a?$& dn car& !ac *art& *rodus&$& d& ?*u$s H *&ntru car& ?*$antar&a s&
!ac& ?a d&(ra#Z *& consd&r&nt& &st&tc& H &?oKona$& 6&)" con!&cK t&)t$&+ *rodus&$&
d& d&cor &tc8'
d' P*'6'-,)*') 1*0&$2'%0* 1' .0-&0%):
P&ntru &%tar&a d&=nt&r&su$u c$&nK$or+ at&nK& $a"
- d&t&rorar&a ra!tur$or
- s*ar(&r&a ?onoton& *r&=&ntZr
- t&atra$=ar&a *r&=&ntZr$or
- r&s*&ctar&a !acn(-u$u d& ?n? 1- c? *& *rodus
- n!or?aK H an?aK *& raon
- Docu$ d& cu$or'
S&nsu$ d&
crcu$aK& a c$&ntu$u
O "(1%)-,)*' &st& %&+ d& ac&&a &st& n&c&sarZ )-)%"6)*') '" I- (0& *'.$%),, *&ntru a
?Zr r&nta#$tat&a s*aKu$u dn raon'
C*",'*""%' &' 0*.)-"6)*': u?*$&r&a' Est& n&c&sarZ sta#$r&a d& r&*&r& *&ntru"
- a !ac$ta ?unca d& u?*$&r&
- a &%ta d&*$asar&a ?*$antZr$or
- a *$asa s?&=a $a Inc&*utu$ !acn(-u$u $a stLn(a
E#".'->'%' /%"'->"%0*! O #unZ ?*$antar&"
- r&!$&ctZ $o(ca c$&ntu$u In *roc&su$ d& cu?*Zrar&
- *rodus&$& sunt acc&s#$&+ !a%or=&a=Z ra*dtat&a cu?*ZrZr+ !ac$t&a=Z
crcu$aKa
- &st& InsoKtZ d& o s&?na$=ar& c$arZ H ada*tatZ n&%o$or c$&nK$or
- tr&#u& sZ ur?&=& &%o$uKa *&K&
- tr&#u& sZ r&s*&ct& %araK$& s&=on&r&'
Nota"
- ?*$antZr$& d& ?ar& an%&r(urZ+ ?*$antZr$& s&=on&r& *r&su*un &$a#orar&a *r&a$a#$Z a
unor *$anur'
- r&?*$antZr$& *r&a !r&c%&nt& d&=or&nt&a=Z H d&=or(an=&a=Z c$&ntu$'
P&ntru a o#Kn& o *o$tcZ d& ?&rcBandsn( *&r!or?ant+ ?ana(&ru$ d& raon ar&
*os#$tat&a d& a c$as!ca *rodus&$& In !uncK& d&"
- t*u$ d& consu?" - *rodus& d& *r?Z n&c&stat& 6*rodus& cu o duratZ d& %aKZ $?tatZ8
- *rodus& d& !o$osnKZ Ind&$un(atZ
4,
- !r&c%&nKa d& cu?*Zrar&" - *rodus& #ana$& cu *r&K ?c+ cu o ?ar& !r&c%&nKZ d& cu?*Zrar&
6&)" *astZ d& dnK8
- *rodus& d&os&#t& cu *r&K rdcat d& c&$& ?a ?u$t& or'
- nu?Zru$ d& consu?ator
- $&(Ztura &)st&ntZ cu a$t& *rodus& " - *rodus& co?*$&?&ntar& 6d&t&r(&nt ^ #a$sa?8
- *rodus& c& s& *ot su#sttu 6unt sau ?ar(arnZ8'
Prntr& ?&tod&$& d& dna?=ar& In ?&rcBandsn( s& nu?arZ
a' *ro?oK$& In raon
#' s&?na$=ar&a
c' noutZK$&
d' an?aK$& In raon+ t&atra$=Zr$&+ a?#anKa ?a(a=nu$u
a' P*0(0>") d& raon cu*rnd& artco$& $a *r&Kur a%antaDoas& H cu *ot&nKa$ rdcat d&
%Ln=ar&+ *r&=&nt& sau nu In cata$o( 6nu?Zru$ d& artco$& car& *ot ! *ro?o%at& In cata$o(
&st& $?tat8' P$asZr$& r&*r&=ntZ *o=Konar&a artco$&$or cu *r&K *ro?oKona$ 6dar !ZrZ
a*arK& In cata$o(8 In s*aK s*&ca$ a?&naDat& 6&$&?&nK *ro?o8'
Pro?oK$& sunt anunKat& *rn cata$oa(&+ !$C&r&+ s&?na$=ar& $a ra!t+ *o=Konar& *& &$&?&nK
*ro?o+ ca*&t& d& ra!t 6TG8' TG-u$ &st& snon? *&ntru c$&nK cu >o a!ac&r& #unZA+ d&
ac&&a tr&#u& sZ !& atract%"
- a$&(&r&a *rodus&$or 6*rodus& cu rotaK& ?ar&+ *rodus& no+ *rodus& d& ?*u$s8
- *r&K 6*ro?oK$& s&r%&sc $a Intr&Kn&r&a un& ?a(n d& *r&K H ?a *uKn $a construr&a
&8
- *r&=&ntar& ?as%Z 6?a)? , artco$& *& TG8
- acc&s#$tat&
- durata $?tatZ 6?a)? , sZ*tZ?Ln8'
[R&=u$tatu$ un& *ro?oK &st& tr#utar *r&=&ntZr sa$&'
Pro?oK$& sunt sta#$t& !& d& C&$u$a d& AcB=K&+ !& d& F$&+ In !uncK& d& s*&c!cu$
raoan&$or' O *ro?oK& &st& nt&r&santZ dn *unct d& %&d&r& &cono?c *&ntru c$&ntu$
o#Hnut cu ?a(a=nu$ nostru+ dar nu nu?a' Prn su*ortur$& car& n& stau $a ds*o=K& 6&)"
a!H&8 &)*r?Z? n!or?aK n&c&sar& d&s*r& *rodus" *r&Kul pus n eviden 6*rn ?Zr?&+
cu$oar&8 cLt&odatZ InsoKt d& *r&Ku$ nor?a$ d& %Ln=ar& tZat *& car& I$ nu?? pre
aratA+ cLt H d& n!or?aK $&(at& d& %o$u?+ (r&utat&+ *r&K untar &tc' P&ntru a a%&a ?*act
H a ! cr&d#$+ *r&Ku$ #arat tr&#u& sZ !& cu 4Q - ,-Q ?a ?ar& d&cLt *r&Ku$ *ro?o' D&
as&?&n&a+ *r&Ku$ #arat tr&#u& sZ !& /0-30*( /$ *')%",),')+ adca sZ ! !ost Intr-ad&%ar
*r&Ku$ dn *&roada ant&roarZ'
Pro?oK$& s& scB?#Z $a douZ sa*tZ?Ln' Produs&$& *r%$&(at& In *ro?oK& sunt
*rodus&$& >d& %o$u?A+ *rodus&$& nou a*Zrut& *& *aKa sau *rodus&$& cu un caract&r
s&=on&r H car& *ro!tZ d& o ca?*an& *u#$ctarZ ad&c%atZ 6cata$o(+ ca?*an ?&da &tc8'
#! S'(-)%"6)*')
- r&s*&ctZ nor?&$& sta#$t& d& ?a(a=n H r&(u$$& d& s&?na$=ar& 6%&= cBarta d&
s&?na$=ar& CORA Ro?Lna8
- *rodus&$& Cora+ *rodus&$& *r?u$ *r&K+ *rodus&$& no+ !a?$$& s*&c!c& *& !&car&
raon+ &$&?&nK *ro?o &tc+ #&n&!ca=Z d& o s&?na$=ar& dstnctZ'
A3"?' &' 1*'>, )3"?' &'/0*),"<'
41
F tr&#u& sZ !& %=#$&+ $=#$&+ sZ r&s*&ct& nor?&$& sta#$t& d& ?a(a=n H r&(u$$& d&
s&?na$=ar&
- *r&=&nKa ac&stora &st& ut$Z d&oar&c& !ac$t&a=Z s&r%r&a $#&rZ
- nu?Zru$ $or tr&#u& sZ !& $?tat d&oar&c& *r&a ?u$tZ n!or?aK& ucd& n!or?aKa
- ?&saDu$ tr&#u& !or?u$at concs *&ntru a !ac$ta o $&cturZ ra*dZ
- actua$=ar&a $or &st& n&c&sarZ'
c' N0$,=>"%' *&r?t ru*&r&a ?onoton&+ sur*rn=Lnd c$&ntu$'
P&ntru cr&ar&a ?a(n d& ?od&rntat&+ &st& ?a #n& sZ &)st& , *rodus& no s&?na$=at&
cor&s*un=Ztor d&cLt .- *rodus& no n&s&?na$=at&'
d' A-"()>""%' *& raon+ ,'),*)%"6=*"%' contr#u& $a cr&ar&a a?#anK& ?a(a=nu$u'
D&(ustZr$& F *r&su*un r(oar& H curtoa=& dn *art&a an?ator$or' R&*r&=ntZ un
?od d& a n& !ac& cunoscut& *rodus&$&+ ?*$cLnd totodatZ un contact u?an a*r&cat d&
c$&nt'
Concursur$&+ to?#o$&$& F an?&a=Z %Ln=Zr$&+ cr&scLnd nt&r&su$ c$&nK$or *&ntru
anu?t& *rodus&
T&atra$=Zr$&
TLr(ur$& t&?atc&'

S*aKu s&=on&r F d&coraKun CrZcun AC F F&st%a$u$ %nu$u

Ambiana magazinului reflect m!ti"aia# c!municarea $i munca %n ec&ip'
A*)-J)*') ?" $(1%'*')
Prn aranDar& H u?*$&r& s& as(urZ un a?#&nt *$Zcut c$&nK$or+ *os#$tat&a d& a a$&(&
ac&$& *rodus& *& car& H $& dor&sc dntr-un sort?&nt &)*us In ?od c$ar H nu d&=ordonat'
AranDar&a *rodus&$or s& !ac& cu *r&*ond&r&nKZ In cursu$ d?n&K+ Inant& d& d&scBd&r&a
?a(a=nu$u+ sau s&ara cLnd ?a(a=nu$ nu ?a &st& atLt d& a($o?&rat' D&s(ur sunt
?o?&nt& In t?*u$ =$& cLnd raoan&$& tr&#u& r&aranDat&+ ?a a$&s In Duru$ or& .2+ cLnd
nu?Zru$ %=tator$or Inc&*& sZ cr&ascZ !oart& ?u$t'
P&rsoan&$& ?*$cat& In aranDar&a *rodus&$or In raoan& sunt d&o*otr%Z toK an(aDaK
d&*arta?&ntu$u+ !& & $ucrZtor co?&rca$+ %Ln=Ztor+ cas&r sau ?ana(&r' Facn(-u$
raoan&$or+ aHa cu? ?a &st& nu?tZ aranDar&a *rodus&$or+ aduc& un *$us d& c$artat&
o!&rt& co?&rca$&+ s*or&Ht& atract%tat&a H !d&$=ar&a In rLndu$ c$&nK$or' U?*$&r&a
raoan&$or &st& !ZrZ Indoa$Z act%tat&a c&a ?a so$ctantZ dn cadru$ ?a(a=nu$u *&ntru
4/
cZ Intotd&auna tr&#u& sZ as(urZ? n&c&saru$ d& ?ar!Z *&ntru sats!ac&r&a tuturor
c$&nK$or noHtr' Est& o act%tat& r&*&tt%Z+ c& *r&su*un& o #unZ or(an=ar& a t?*u$u+ H+
?a ?u$t d&cLt atLt+ &rarB=ar&a *rortZK$or'
U?*$&r&a s& r&a$=&a=Z"
or d& cLt& or &st& n&c&sarZ a$?&ntar&a raoan&$or cu ?ar!ZE
d?n&ata Inant&a d&scBd&r ?a(a=nu$u+ cLnd s& *ot trans*orta In ?a(a=n
canttZt ?a ?ar d& *rodus&E
In t?*u$ =$& cLnd ?a(a=nu$ &st& d&scBs+ !ZrZ a nco?oda c$&nK In a-H !ac&
cu?*ZrZtur$&E
?&dat c& ?ar!a nou $%ratZ a !ost r&c&*KonatZ'
ATEN]IE
U(1%'*') '%'('->"%0* 1*0(0 ?" ) TG-$*"%0* '2,' 1*"0*",)*=G
Cu? s& !ac& u?*$&r&aV
s& trans*ortZ *rodus&$& n&c&sar& In ?a(a=n cu $=&$& 6?anua$&N&$&ctrc&8 sau cu
cZrucoar&$&E
s& aduc& o #&nZ *&ntru d&H&ur H cartoan& In ?a(a=n 6daca u?*$&r&a s& !ac&
d?n&aKa8+ un cZrucor (o$ !o$ost &)c$us% In ac&st sco* sau s& strLn( *& un *a$&tE
s& *$a=Z cartoan&$& H s& aruncZ In #&na sau In cZrucor+ s& co?*act&a=Z *rodus&$&
c& nu au IncZ*ut In cut s&*arat& H s& aH&a=Z *& *a$&t sau In cZrucor *&ntru a !
r&*a$&tat& u$t&rorE
s& &$#&r&a=Z su*ra!aKa d& %Ln=ar&+ du*a car& s& tr&c& $a o a$ta =ona In car& tr&#u&
!ZcutZ u?*$&r&a'
GGGG UN PRODUS AFLAT DOAR LN REZERVD NU ARE NICIO FANSD DE A FI
VPNDUTG
L) 3'% &' "(10*,)-,= /) ?" $(1%'*') '2,' ?" )/,"<",),') &' 2/)-)*' ) 1*0&$2'%0*
/=*0*) %' %"12'2/ 1*'>$*"%', ?" "(1%"/", 1$-'*') ',"/4','%0* *'21'/,"<' %) *)3,!
3!A!DESCRIEREA ACTIUNILOR/STRATEGIEI DE PROMOVARE
La CORA co?uncar&a s& r&a$=&a=Z *& doua *a$&r&" &)t&rn H nt&rn'
MD$oac& d& /0($-"/)*') '#,'*-="
44
1! C),)%0.$%
Cu o anu?tZ *&rodctat& o!&rta co?&rca$Z a ?a(a=n&$or Cora &st& r&InnotZ+
as(urLndu-s& In ac&st !&$ dna?s?u$ co?&rca$ *r&cu? H *os#$tat&a cu?*ZrZr unor
*rodus& $a c&$& ?a ?c *r&Kur *& *aKZ'
Ac&asta &st& dstr#utZ In =on&$& d& *ro)?tat& a$& ?a(a=n&$or+ ast!&$ IncLt noutZK$&+
cLt H n!or?aK$& r&!&rtoar& $a o!&rta co?&rca$Z cur&ntZ sZ aDun(Z In cas&$& a cLt ?a
?u$tor c$&nK sau *ot&nKa$ c$&nK' Tota$tat&a *rodus&$or *ro?o%at& sunt *art&
nt&(rantZ a unu cata$o( *ro?oKona$+ $?tat $a o *&roadZ d& %a$a#$tat&' Cata$o(u$
*ro?o &st& snt&=a c&$or ?a #un& o!&rt& d& *rodus& H s&r%c *& car& !&car& raon o
*ro*un& c$&nK$or sZ'
R')%"6)*') /),)%0.$%$" ',)1':
.' Sta#$r&a P$annn(u$u d& Co?uncar&
Ac&sta r&*r&=ntZ un docu?&nt strat&(c sta#$t In F$& Pu#$ctat& H %a$dat d& Cons$u$
Dr&ctor$or' F$&-u$ Pu# &st& o structurZ trans%&rsa$Z d& $uar& a tuturor d&c=$or
strat&(c& d& co?uncar& H *u#$ctat& In cadru$ CORA' Dn F$& Pu# !ac *art&
r&*r&=&ntanK ?a(a=n&$or Cora *&ntru toat& d&*arta?&nt&$& co?&rca$&+ r&*r&=&ntant-u$
sous-!$&-u$u Card Cora+ r&*r&=&ntantu$ S&r%cu$u D&coraKun+ *r&cu? H r&*r&=&ntantu$
S&r%cu$u Mar@&tn(' Toat& d&c=$& F$& Pu# sunt ?*$&?&ntat& d& cZtr& S&r%cu$
Co?uncar& H Pu#$ctat&'
P$annn(-u$ d& co?uncar& Da$on&a=Z co?uncar&a Cora *& un an ca$&ndarstc' Gn !uncK&
d& *$annn(u$ d& co?uncar& s& sta#$&sc *ro?oK$& H s& !ac n&(oc&r$&'
P$annn(u$ d& co?uncar& sta#$&Ht&" cata$oa(&$&N*ro?oK$&+ *&roada d& %a$a#$tat&+
!or?atu$ cata$o(u$u+ r&*art=ar&a *a(n$or *& d&*arta?&nt&+ *rodus&$& d& *& co*&rK
6co%&r . ^ co%&r /8'
,' Sta#$r&a untZK$or d& n&%o F r&s*onsa#$tat&a ac&st& &ta*& r&%n& F$&-ur$or
co?&rca$& H S&r%cu$u Mar@&tn('
1' S&r%cu$ Mar@&tn(NF$&$& co?&rca$& tr?t $sta cu untZK$& d& n&%o a$&s& $a
C&ntra$aNC&$u$&$& d& AcB=K&'
/' Du*Z n&(oc&r&a *rodusu$u+ Pro%&raNC&$u$&$& d& AcB=K& tr?t $sta d& *rodus& cZtr&
S&r%cu$u Mar@&tn(NF$&$or co?&rca$&'
4' S&r%cu$ Mar@&tn( tr?t& $sta *rodus&$or *&ntru a ! nc$us& In cata$o( I?*r&unZ cu
d&scr&r$& !&cZru *rodus H a$t& a%antaD& ataHat& *rodusu$u 6TcB&tu$ Cora+ H*&rPunct&+
(ratutZK+ rata+ &tc8 S&r%cu$u Pu#$ctat&RCo?uncar&'
5' Gn !uncK& d& $st&$& tr?s& s& r&a$=&a=Z s&sun *&ntru !oto(ra!&r&a *rodus&$or a$&s&
*&ntru cata$o('
2'F&car& cata$o( ar& douZ cor&ctur+ car& s& r&a$=&a=a I?*r&unZ cu s&r%cu$ Mar@&tn(
H cu C&ntra$a d& acB=K'
C),)%0. &' ,*)3"/
Pro?o%&a=Z atLt *rodus&$& cu ?arca nt&rnZ 6Cora+ 9nnC8+ cLt H c&$& a$&
!urn=or$or naKona$ H strZn
Pr&=ntZ *rodus& cu H*&rO!&rtZ
AnunKZ *ro(ra?&$& s*&ca$& a$& ?a(a=n&$or+ d!&rt& acKun+ s&r%c no
ConKn& toat& *ro?oK$& *ro*us& *&ntru o anu?tZ *&roadZ d& t?*' :a$a#$tat&
a *ro?oK&" , sZ*tZ?Ln H &)c&*Kona$ . sZ*tZ?LnZ
45
For?at A1
C),)%0. 21'/")%
trat&a=Z o t&?a s*&c!cZ
cata$oa(&$& s*&ca$& sunt ?&nt& sZ do%&d&ascZ d%&rstat&a o!&rt& dn ?a(a=n&
cata$oa(&$& s*&ca$& du#$&a=Z Intotd&auna cata$oa(&$& d& tra!c
!or?at A/NA4
!r&c%&nKa cata$oa(&$or s*&ca$& d&*nd& d& *ot&nKa$u$ d& %a$or=ar& a !&cZr&
co$&cK In *art&+ d& dna?ca *&K&+ d& concur&nKZ+ sau d& a*arKa d& no *rodus&'
F%Q'* C0*)
Fr&c%&nKa d& a*arK& &st& d&csZ In !uncK& d& n&c&stZK$& d& co?uncar& a$&
!&cZru ?a(a=n
MD$oc d& co?uncar& s*&c!c *&ntru un anu?t ?a(a=n sau t* d& s&r%cu
&)stZ , cat&(or d& !$C&r&"
oA$?&ntar"
c$asc
cu tcB&tu$ cora
- !or?at" A1 sau A/+ , *a(n
- *rodus& *r&=&ntat&" PF
oNon a$?&ntar"
c$asc
cu tcB&tu$ cora
so$dur
- !or?at" A1+ / *a(n
- *rodus& *r&=&ntat&" ;LS+ ;AS+ TEX'
F0)*,' "(10*,)-,G
C0<'* 1 6*r?a *a(nZ a cata$o(u$u8
b Produs&$& *r&=&ntat& In Co%&r . sunt a$&s& d& cZtr& ?&?#r F$& Pu#+ du*a
ana$=a *ro*un&r$or F$&-ur$or Co?&rca$&' Co%&r-u$ tr&#u& sZ r&s*&ct& t&?a
*rnc*a$Z a cata$o(u$u 6&)" Gratutat&+ :o$u?& ?ar+ _ I& ?a ?u$t+ &H ?a
&!tn ` &tc8
b Co%&r . *r&=ntZ"
- H*&ro!&rta 6*rodus ^ *r&K8
- O t&?Z *rnc*a$Z 6&)" r&duc&r& $a orc& *rodus $a a$&(&r&8
C0<'* @ 6u$t?a *a(nZ a cata$o(u$u8
b P&ntru Co%&r / !&car& F$& Co?&rca$ *oat& sta#$ *rodusu$+ In !uncK& d&
o*ortuntZK+ cu o $unZ Inant& d& r&?t&r&a $st& sau $a c&r&r&a S&r%cu$u
Co?uncar&'
b Co%&r / cu*rnd&"
42
- H*&rcadou
- H*&rto?#o$Z
- E)*$cZ o o*&raKun& co?&rca$Z'
Sco*u$ *rnc*a$ $&(at d& &dtar&a cata$o(u$u &st& cr&Ht&r&a c!r& d& a!ac&r+ !d&$=ar&a H
sats!acKa c$&nK$or' P&ntru ca ac&st& o#&ct%& sZ !& Ind&*$nt& tr&#u& ca %a$or=ar&a
cata$o(u$u sZ s& !acZ In ?od untar H contro$at' TotuH+ *un&r&a In %a$oar& a artco$&$or
*ro?oKona$& dn cata$o( r&%n& !&cZru ?a(a=n In *art&+ ac&st&a as(urLnd ca$tat&a
&)*un&r$or+ cor&cta $or #a$=ar&+ &%tar&a ru*tur$or *rn co?andar&a n&c&saru$u d&
?ar!Z'

Cata$o( tra!c Cata$o( s*&ca$ F$C&r a$?&ntar F$C&r
non-a$?&ntar
2! P$;%"/",),') OOH 70$, 03 40('8
Pu#$ctat&a OOH r&*r&=ntZ+ du*Z cata$o(+ a$ do$&a ?D$oc d& co?uncar& ca ?*ortanKZ
d&oar&c& *&r?t& contro$u$ asu*ra =on& d& n!$u&nKZ a ?a(a=nu$u'
43

a)&+ ast!&$ IncLt sZ *oatZ ! %Z=ut dn cLt ?a ?u$t& un(Bur+ nc$us% d& *&d&Htr+ sZ nu
!& o#turat d& %&(&taK&+ sZ nu !& dstanKa ?ar& d& ctr&+ sZ nu !& Intr& ?u$t& a$t& *anour
car& sZ nt&r!&r&=&' Un *anou &st& &%a$uat H In !uncK& d& c&$& douZ anot?*ur+ &$ *utLnd
a%&a o %=#$tat& ?a ?ar& s&=on&r+ sau *&r?an&nt'
3! S",'-$% C0*): RRR!/0*)!*0
4<
S& r&(Zs&Ht& In *anour$& *u#$ctar& su*rat&ran&
H su#t&ran&+ I?*ZrKndu-s& In *anour d& r&K&a
*&r?an&ntZ H *anour dn r&K&aua d& ca?*an&'
R&K&aua *&r?an&ntZ cu*rnd& cas&t& dr&cKona$&+
a!H& *& tra?%a& H auto#u=& 6tran=tu$8 H
*anour' Ac&st&a tr&#u& *o=Konat& *& s&nsu$ d&
?&rs+ *&r*&ndcu$ar sau o#$c dacZ dru?u$ ar&
douZ
@! A%,' ("J%0)/' &' /0($-"/)*' '#,'*-=:
&%&n?&nt& 6&)" F&st%a$u$ %nu$u+ H*&rP&tr&c&r&a Cora - &%&n?&nt& *r&=&nt& In
!&car& an In toat& ?a(a=n&$& Cora In $una s&*t&?#r&+ r&s*&ct% ?a+ Luna
n?$or d&scBs& o*&raKun& carta#$Z or(an=atZ d& Cora Ro?Lna In
co$a#orar& H In #&n&!cu$ or(an=aK& >Sa$%aK co*A8
co?uncat& d& *r&sZ
acKun d& s*onsor=ar&
con!&rnK& d& *r&sZ H nt&r%ur acordat& d& *&rsoan& autor=at&
s*otur rado'
C0($-"/)*') "-,'*-= 72' *'3'*= %) /0($-"/)*') 1' 21)>"$% &' <5-6)*', I- "-,'*"0*$%
().)6"-$%$"8
P&ntru a ! &!c&ntZ+ co?uncar&a In ?a(a=n tr&#u& sZ !& "
- c$arZ H !oca$=atZ *& *r&Kur 6s&?na$=ar&a c$arZ a *rodus&$or In *ro?oK&+ a *rodus&$or
SnnC H *r?u$ *r&K+ a *rodus&$or no &tc8 sau *& *rodus&$& s&ns#$&
- s*&ctacu$oasZ 6?ar$& o*&raKun naKona$& tr&#u& sZ !& #n& %a$or!cat& In ?a(a=n&+
un aco?*ana?&nt !&st%+ an?aK$&+ d&coru$+ %or !ac& d!&r&nKa !aKZ d& concur&nKZ8
- r&*&tt%Z 6rt?u$ *ro?oK$or tr&#u& ada*tat rt?u$u d& !r&c%&ntar& a ?a(a=nu$u H
tr&#u& sZ trans?tZ In *&r?an&nKa ?&saDu$" >Cora %nt!t(eauna c&a ?a &!tnZ a$&(&r&A
- co?*ara#$Z 6*&ntru ca ?&saDu$ *r%nd *r&Kur$& sZ *oatZ ! *&rc&*ut+ c$&ntu$ tr&#u& sZ
Dud&c& d!&r&nKa d& *r&K !aKZ d& concur&nKZ sau !aKZ d& *&roada ant&roarZ+ ar a%antaDu$
o!&rt d& *ro?oK tr&#u& sZ !& r&a$ *r&Ku$ #arat8'
S'(-)%"6)*')
5-
Gntr&(u$ *roc&s d& s&?na$=ar& &st& conc&*ut+ ur?Zrt H a*$cat d& S&r%cu$ D&co'
MD$oac&$& d& s&?na$=ar& sunt ur?Ztoar&$&"
1! A3"?$% &' 1*'> F !o$ost *&ntru a s&?na$=a a%antaD&$& o!&rt& co?&rca$& 6*ro?oK$&8+
*&ntru ca ac&asta sZ !& uHor d& d&nt!cat d& cZtr& c$&nK+ Intr-un ?od c$ar H car& sZ
d&%nZ u$t&ror un r&*&r %=ua$' ConKn& ur?Ztoar&$& n!or?aK" !a?$a *rodusu$u+
d&nu?r&+ caract&rstc+ *r&K+ ?on&dZ+ UM H &%&ntua$ B*&r*unct&$&Ncu*on d& r&duc&r&'
For?at&" A.+ A,+ A1+ A/+ P4+ TGNAT'

A!H& A.
A!H A,

A!H A1
A!H A/
5.

P4 A!H
TGNAT
P& $Ln(a a!HaDu$ o#Hnut a$ *r&Kur$or d& *ro?oK&+ $a d&*arta?&ntu$ PF &)stZ &tcB&t&
s*&ca$& car& *&r?t scr&r&a H Ht&r(&r&a r&*&tatZ a *r&Kur$or d&oar&c& ac a%&? o
a$n&r& *&r?an&ntZ $a *r&Ku$ c&$ ?a #un a$ =$&'
C&r&r$& d& a!H& s& co?*$&t&a=Z Intr-un !or?u$ar s*&ca$ 6%&= An&)a 58 d& cZtr&
?ana(&r d& raonN?ana(&r d& d&*arta?&nt H s& tr?t In !or?at &$&ctronc s&r%cu$u
D&co' For?u$ar&$& tr&#u& co?*$&tat& cor&ct 6sZ conKnZ toat& n!or?aK$& n&c&sar&
&dtZr a!Hu$u8' T&r?&n&$& d& *r&dar& sunt"
/),)%0).' ,*)3"/" c&$ tLr=u %n&r+ In sZ*tZ?Lna car& *r&c&d& a*arKa cata$o(u$u
3%Q'*" ?&rcur+ In sZ*tZ?Lna car& *r&c&d& a*arKa !$C&ru$u
)%'' /'-,*)%=" ?&rcur+ In sZ*tZ?Lna car& *r&c&d& nsta$ar&a
/),)%0).' ,'(),"/'" cu 4 =$& Inant& d& data d& Inc&*ut a cata$o(u$u'
5,


A!s !sa
t&Bnca


A!s n!or?at
c$&nK
51
,' A3"?)J "-30*()>"0-)%
A!Hu$ !HZ t&BncZ F ar& ro$u$ d& a n!or?a c$&ntu$ cu *r%r& $a
caract&rstc$& t&Bnc& a$& unu *rodus dn cadru$ ?a(a=nu$u'
FHa t&BncZ &st& !o$ostZ $a raonu$ P&urcu$tura+ S*ort-XucZr+
Audo-:d&o'
A!Hu$ n!or?aK c$&nK F *o=Konat d& o#c& $a S&r%cu$ C$&nK
6o!&rZ n!or?aK d&s*r& *rodus&$& dn cata$o( *r%nd &rat&+
*roc&dur H r&(u$a?&nt& d& d&s!ZHurar& a anu?tor *ro?oK+
to?#o$&8 sau In ?a(a=n 6ndcZ anu?t& s&r%c (ratut& *&ntru
c$&nK8



IL:
3! A3"?)J &'/0*),"<
5/
A!Hu$ IL: 6In!or?aK $a $ocu$ d& %Ln=ar&8 F &st& un a!H
n!or?aKona$ car& InsoK&Ht& (a?&$& s*&ca$& d& *rodus& H o!&rZ
n!or?aK ?a d&ta$at& asu*ra caract&rstc$or *rodus&$or+
%&nnd In aDutoru$ c$&ntu$u car& %a !ac& o acB=K& n!or?atZ'
Est& *r&=&nt In toat& d&*arta?&nt&$& co?&rca$&+ d?&nsun&a
standard !nd A1 6dar *oat& ! r&(Zst H In !or?at A/ aco$o und&
s*aKu$ nu *&r?t& a!HaDu$ In !or?at A18'

@! S,01 *)"0- &st& !o$ost *&ntru a s&?na$=a ?a #n& un *rodus cu caract&r s*&ca$
cu? ar ! *rodus nou+ *rodus natura$+ *rodus ?arca *ro*r&+ *r&Ku$ ?n &tc'

Produs& %&(&ta$& Produs& d&
*ost
54
A!su$ PL: 6Pu#$ctat& $a $ocu$ d& %Ln=ar&8 ar&
du#$u ro$" d&corat%-a?#&nta$+ co?uncLnd
totodatL c$&ntu$u *ro?oK$& s*&ca$& a$&
?a(a=nu$u' Est& &)*us *& a$&&a c&ntra$Z+ a$&&a
trans%&rsa$Z+ $na cas&$or H o*Kona$ $a acc&su$ In
?a(a=n'
A!su$ Ka@&?ono &st& Intotd&auna InsoKt d&
a!H TGNAT H &st& &)*us In =on&$&
*ro?oKona$& a$& ?a(a=nu$u" a$&&a c&ntra$Z
H =ona d& *ro?oK s&=on&r&'

Produs nou *r&Ku$ ?n


Produs &)c$us% Cora *r&Ku$ ?n

A! S'.('-,)*' s&(?&ntar&a d& raon s& (Zs&Ht& *& toat& ca*&t&$& d& (ondo$Z H &)*r?Z
!a?$a d& *rodus& a!$atZ *& (ondo$Z+ ar d&-a $un(u$ (ondo$& ndcZ su#-!a?$$& d&
*rodus&+ %&nnd In aDutoru$ c$&ntu$u *&ntru o r&*&rar& H o or&ntar& ?a uHoarZ'
Ra!tur$& d& *ro?oK& dn nt&roru$ raonu$u sunt s&?na$=at& cu aDutoru$ a douZ H&?n&&+
IncadrLnd &$&?&ntu$ *ro?o'

55
;a$=aD &$&?&nt *ro?o ;a$=aD !a?$&
*rodus&



;a$=aD& su#-!a?$& d& *rodus&


N! B)-&'*0%'%' 1$;%"/",)*'
52
B! B)-&) 1*0(0 &st& o !o$& roH& cu
$Zt?&a d& .4 c? *& car& s& a!$Z ns&rat In
?od r&*&tt% cu%Lntu$ >Pro?oK&A sau
>H*&ro!&rtZ d& *r&KA+ !o$& car& &st&
*r&%Z=utZ *&ntru aco*&rr&a #a=& *a$&K$or
$a so$'
D& ?ar d?&nsun+ sunt *$asat& In (&n&ra$ $a ntrar&a In ?a(a=n+ anunKLnd o o*&raKun&
?*ortantZ *&ntru c$&nK 6&)" so$dur8'
S! E,"/4',)*') 1*0&$2'%0*
E)stZ douZ t*ur d& &tcB&t& a$& *rodus&$or"
- &tcB&ta d& *r&K 6s?&=a8 F s&?na$=&a=Z d&nu?r&a *rodusu$u+ codu$ EAN+ *r&Ku$ d&
%Ln=ar&N#uc+ *r&Ku$NUM+ data' E)stZ In !or?at 2 H !or?at 3'
- &tcB&ta autoco$antZ F &st& dn BLrt& autoad&=%Z H s& !o$os&Ht& *&ntru &tcB&tar&a
*rodus&$or cu codur$& d& #ar& *ro*r a$& *rodus&$or In %&d&r&a d&nt!cZr H scanZr
$or' ConKn& d&nu?r&a+ codu$ EAN H o*tona$ *r&Ku$ d& %Ln=ar&N#uc'

F&car& *rodus &)*us In su*ra!aKa d& %Ln=ar& tr&#u& sa a#Z a!HatZ &tcB&ta cu *r&Ku$ sZu'
EtcB&t&$& sunt a?*$asat& In *ort-s?&=Z+ In *art&a stLn(Z n!&roarZ *rodusu$u+ ar In
stuaKa In car& *rodusu$ &st& &)*us *& #roH&+ *& r&($&ta s*&ca$Z d& *r&Kur'
d&nu?r& *rodus
caract&rstc *rodus
S"('6) ,"1 N
*r&K
Cod EAN
data ?*r?ar s?&=&
ndcZ *o=Konar&a *rodusu$u *&
ta#$&ta d& d&asu*ra &tcB&t&
ndcZ *o=Konar&a *rodusu$u *&
ta#$&ta d& d&d&su#tu$ &tcB&t&
d&nu?r& !urn=or+ ?arcZ
d&nu?r& *rodus
(ra?aD *rodus
*r&KNuntat&a d& ?ZsurZ 6$tru8
*r&K untar
cod EAN
data ?*r?Zr
s?&=&
S"('6) ,"1 S
d&nu?r& *rodus
cod EAN
E,"/4',)
)$,0/0%)-,=
53
L'/,$*) 01,"/=
L&ctura o*tcZ s& a*$cZ $a toat& ?Zr!ur$& %Lndut& In ?a(a=n& *& car& sunt $*t& !& un
cod un%&rsa$ d& *rodus 6EAN8+ !& un cod d& #ar& HNsau o s*&c!cat& d& *r&K cttZ d&
cZtr& un MSI'
L&ctura o*tcZ *r&su*un& o n!or?ar& c$arZ H *r&csZ' EtcB&t&$& 6s?&=&$&8 *rodus&$or H
#onur$& d& casZ sunt &$&?&nt& ?*ortant& a$& d&s&r%r c$&ntu$u'
Un s&r%cu d& ca$tat& *&ntru c$&nt Ins&a?nZ o n!or?aK& c$arZ+ *r&csZ H DustZ In c&&a
c& *r%&Ht& *r&=&nKa s?&=&$or In ?a(a=n H &$#&rar&a #onu$u d& casZ'
L*sa s?&=&$or sau o s?&=Z d!&rtZ d& *rodusu$ *& car& &a tr&#u& sZ-$ d&s&?n&=& $a
ra!t consttu& ncd&nt& !r&c%&nt& car& sunt s&?na$at& d& cZtr& c$&nK H car& !ac o#&ctu$
unor $t( cu cas&r&$& H a r&c$a?aK$or $a S&r%cu$ C$&nK' E)st&nKa H cor&cttudn&a
s?&=&$or $a ra!t r&*r&=ntZ un as*&ct d&os&#t d& ?*ortant dn douZ *&rs*&ct%&"
UN PRODUS FDRD PREC NU SE VINDEG
E)st&nKa r&($&?&ntZr$or $&(a$& In ac&astZ *r%nKZ"
- O'G' nr' ,.N.<<, *r&%&d& cZ %Ln=Ztoru$ tr&#u& sZ n!or?&=&
consu?ator d&s*r& *r&Ku$ *rodusu$u+ ar ac&sta tr&#u& ndcat In ?od %=#$
H Intr-o !or?a n&&cB%oca+ uHor d& ctt
- H'G' nr' </2N,--- st*u$&a=Z cZ *r&Ku$ unu *rodus *r&a?#a$at
?*$cZ &)st&nKa a douZ co?*on&nt&" *r&Ku$ d& %Ln=ar& 6car& r&*r&=ntZ *r&Ku$
!na$ *&ntru o canttat& d&t&r?natZ d& *rodus+ nc$u=Lnd H T:A-u$ a!&r&nt
*r&cu? H orc& !&$ d& ta)a su*$?&ntarZ8 H *r&Ku$ *& untat&a d& ?asurZ 6car&
r&*r&=ntZ *r&Ku$ *&ntru .@(+ .$+ .?* &tc'8' Ac&astZ H'G' ?a *r&%&d& cZ
*r&Kur$& tr&#u& ndcat& *& *rodus& sau $Ln(Z ac&st&a'
Tr&#u& In *&r?an&nKZ acordatZ o at&nK& d&os&#tZ $a (&stun&a s?&=&$or In ?a(a=n+ $a
s&ns#$=ar&a H $a !or?ar&a In ?od /0-,"-$$ a $ucrZtor$or co?&rca$+ $a or(an=ar&a
r(uroasZ a ?unc H $a &!&ctuar&a d& controa$& sst&?atc&'
I-,'*'2$% %'/,$*"" 01,"/' I- /'') /' 1*"<'?,' :
P*0&$/,"<",),') "
Su*r?ar&a &tcB&tZr
Tr&c&r&a In casZ ?a ra*dZ H ?a !ac$Z
Ra*dtat&a r&aDustZr *r&Kur$or
Statstca *rodus&$or
F");"%",),' "
;onur$& d& casZ d&ta$at& *&r?t un contro$ ?a ra*d atLt $a n%&$u$ c$&ntu$u+ cLt
H $a n%&$u$ ?a(a=nu$u
G&stun&" ana$=a %an=ar$or H ur?Zrr&a ?arD& *& ?ar!a %LndutZ
M)*J) "
CLHt( $a n%&$u$ ?arD& datorat r&aDustZr *r&Kur$or $a s!LrHtu$ o*&raKun$or
*ro?oKona$&'
5<
O;"'/,"<$% %'/,$*"" 01,"/' "
PREC SISTEM T PREC SIMEZA T PREC CASE
R'.$%"%' &' )$* )%' %'/,$*"" 01,"/' "
.' Edtar&a s?&=&$or In !&car& d?n&aKZ *r&cu? H a!Har&a $or $a ra!t Inant&a
d&scBd&r ?a(a=nu$u
,' E)*un&r&a In raon a unu *rodus nou s& !ac& doar &$1= %&r!car&a $&ctur o*tc&
a *rodusu$u H a *r&=&nK& s?&=&$or cor&s*un=atoar&
1' N&c&stat&a %&r!cZr ca *rodusu$ &)*us In raon sZ a#Z ac&$as cod d& #ar& ca H
s?&=a &)*usZ $a ra!t
/' Gn ca=u$ un& ru*tur d& stoc+ $ocu$ d&stnat *rodusu$u tr&#u& $Zsat (o$ sau+ H ?a
#n&+ a!Har&a un& &rat& *rn car& s& c&r scu=& c$&ntu$u *&ntru dscon!ortu$
*rodus
4' Pro?oK$& cata$o( F tr&#u& %&r!cat& cu o = Inant& d& Inc&*&r&a o*&raKun
5' S& r&a$=&a=Z sst&?atc 6c&$ *uKn o datZ *& $unZ8 contro$ *r&K-&tcB&t& *&ntru
toat& artco$&$& dn raon' Proc&ntu$ d& &roar& ad?s &st& sta#$t In *o$tca
co?&rca$Z a !&cZru ?a(a=n'
2' Ano?a$$& s&?na$at& !& d& cZtr& sst&?+ !& d& cZtr& S&r%cu$ Cas&+ tr&#u&
tratat& cu *rortat&' Gn !&car& d?n&aKZ S&r%cu$ Cas& trans?t& d&*arta?&nt&$or
co?&rca$& stuaKa ano?a$$or dn =ua *r&c&d&ntZ'
L0,'*") 1$;%"/",)*=
Lot&ra *u#$ctarZ &st& ac&a *ractcZ d& *ro?o%ar& a *rodus&$orNs&r%c$or car& tnd sZ
st?u$&=& In rLndu$ *artc*anK$or s*&ranKa unu cLHt( atr#ut *rn tra(&r& $a sorK'
Lot&r$& *u#$ctar& sunt ad?s& nu?a In stuaKa In car& *artc*anK$or nu $& &st& ?*usZ
In contra*artdZ nco cB&$tua$Z dr&ctZ sau ndr&ctZ+ su*$?&ntarZ acB=KonZr
*rodusu$uNs&r%cu$u'
Orc& $ot&r& *u#$ctarZ s& or(an=&a=Z *& #a=a unu r&(u$a?&nt d& d&s!ZHurar&
aut&nt!cat car& cu*rnd& toat& n!or?aK$& n&c&sar& *r%nd or(an=atoru$+ $ocu$ H
*&roada d& d&s!ZHurar&+ *r&?$& H %a$oar&a $or co?&rca$Z+ ?odu$ d& d&s!ZHurar&+
*r&cu? H ?oda$tat&a H dat&$& d& acordar& a *r&?$or'
R&(u$a?&ntu$ d& d&s!ZHurar& tr&#u& !Zcut *u#$c 6*us $a ds*o=Ka *artc*anK$or $a
S&r%cu$ C$&nK8'
2-
P*01$-'*" 2" /0-/%$6""
In #a=a ana$=& *o$tc d& ?ar@&tn( a !r?& CORA-ROMANIA HYPERMARCHE
SRL+ un ro$ ?*ortant I$ *r&=nta strat&(a d& *ata a !r?&+ In Duru$ car&a (ra%t&a=a
&$&?&nt&$& ?)u$u d& ?ar@&tn(+ r&s*&ct% *o$tca d& *rodus+ *o$tca d& *r&t+ *o$tca d&
dstr#ut& s *o$tca d& *ro?o%ar&'
Ado*tLnd %arant&$& strat&(c& c&$& ?a *otr%t&+ co?*ana Is *oat& Ind&*$n ?sun&a+
Is *oat& r&a$=a o#&ct%&$& s Is *oat& as(ura o &%o$ut& asc&nd&nta+ Incununata d&
succ&s& In do?&nu'
Strat&(a d& *ata *oat& ! consd&rata nuc$&u$ *o$tc d& ?ar@&tn( s s& *oat& s*un& ca
*r&=nta o ?*ortanta ?aDora+ daca s& ar& In %&d&r& $&(atura sa dr&cta cu !na$tat&a
act%tat &cono?c& a co?*an&'
Po=ta Intr&*rnd&r !ata d& scB?#ar$& *&t& d&t&r?na ado*tar&a strat&(& act%& d&
catr& co?*ana CORA ROMANIA HYPERMARCHE SRL+ car& s& consd&ra o
Intr&*rnd&r& ?od&rna+ *ut&rnca+ *r&ocu*ata *&r?an&nt d& Innor& s *&r!&ctonar&'
CORA ROMANIA HYPERMARCHE SRL a ado*tat M(aranta .--QM+ toc?a *&ntru ca
ar& c&rttudn&a ca %-a co?&rca$=a s ca ar& ca*actat&a d& a sats!ac& *& d&*$n cBar s
c&$& ?a &)(&nt& c&rnt& a$& c$&nt$or'
Un a$t as*&ct ?*ortant s d&stu$ d& r&$&%ant *&ntru a ca*ta at&nta c$&nt$or s a n!$u&nta
!oart& ?u$t strat&(a d& *ata ntr-un BC*&r?ar@&t &st& *ro?o%oar&a r&s*&ct% *u#$ctat&a
*rodus&$or *& car& ur?&a=a sa $& %anda *rn a!sar&a d& ?&saD&+a!s&+r&c$a?&'
Tot c& & nou !ascn&a=a *&rsoana car& %n& n ncnta ?a(a=nu$u'
Ast!&$ ca daca n !&car& sa*ta?ana a*ar scB?#ar no *rn d%&rs& o!&rt&+*r&tur
*ro?otona$& *r&cu? s a!sar& ac&stor *rodus& cu *r&tur$& r&s*&ct%& *& a!s& ?ar
a!&r&nt& s car& sa ca*t&=& cat ?a ?u$t at&nta c$&ntu$u ac&sta nu %a *$&ca dn ?a(a=n
!ara sa cu?*&r& un *rodus cBar daca nu ar& n&%o& d& ac&sta'
2.
A?#anta dn ?a(a=n Doaca un ro$ d&os&#t d& ?*ortant n ?#unatatr&a strat&(& d&
*ata s anu?&"
-*ro?*ttudn&a an(aDat$or d& a o!&r c$&nt$or n!or?at$& cor&ct& s concr&t& d& car&
ac&sta au n&%o&6?*ortant &st& !a*tu$ ca daca un an(aDat da o n!or?at& (r&sta unu
c$&nt+ac&sta s %a scB?#a ?&dat nt&nta $u d& a acB=tona ac&$ *rodus8E
-s&ro=tat&a r&s*&ct% ?odu$ d& ras*und&r& a ntr&#ar$or *& car& $& *un c$&nt Doaca un
ro$ d&os&#t d& ?*ortant6d& &)&?*$u un c$&nt *un& o ntr&#ar& unu an(aDat d& *& raon
ar ac&sta ras*und& ntr-un ?od n&*$acut"AA? tr&a#a+%or#t cu co$&(a d& a$atur''A8
Ac&sta s& %a su*ara s nu %a ?a c&r& n!or?at ncodata an(aDat$or d& *& ac&$ raon'
Ast!&$ ca $ucrand cu oa?&n &st& !oart& d!c$ s tr&#u& ca un BC*&r?ar@&t sa a#a
oa?&n s*&ca$=at *& do?&nu$ r&s*&ct% dar n *r?u$ rand oa?&n *r&(att sa
co?unc& s sa o!&r& ntr-un ?&du *$acut n!or?at c$&nt$or'
Par&r&a ?&a &st& ca daca r&t&aua Ro?ana HC*&r?arcB& s-ar &)tnd& cat ?a ?u$t *rn
d&scBd&r&a d& BC*&r?ar@&tur Cora n d%&rs& oras& a$& tar asa cu? s-a *ro*us s($a
Cora ar ! ?u$t ?a cunoscuta oa?&n$or'
In (&n&ra$ oa?&n !r&c%&nt&a=a un BC*&r?ar@&t s du*a s($a ac&stua+du*a ?odu$ d&
*atrund&r& *& *ata+ s nu n u$t?u$ rand du*a ?*r&sa *& car& s-o !ac& n ca$tat& d&
ra*ort *rodus&-*r&tur'
C$&ntu$ >%an&a=aA*r&tur$&+ast!&$ ca daca *r&tur$& r&s*&ct% ca$tat&a *rodus&$or sunt
acc&s#$& ac&sta %a ?a r&%&n nd!&r&nt daca ?a(a=nu$ s& a!$a $a @? d&*artar& s
&%d&nt asta nu %a !ac& d&cat sa cr&asca r&*utata ?a(a=nu$u'
Cand o *&rsoanaAoco$&st&A un su*&r?ar@&tNBC*&r?ar@&t ac&$ BC*&r?ar@&tNsu*&r?ar@&t
nu & d&ca=ut *&ntru ca *o$tca *& car& o au ac&st& ?a(a=n& &st& un radca$a s anu?&
*&rd&ra unor c$&nt atra(&r&a a$tora *&ntru ca un nu *ot ! ?u$tu?t'
D& ?u$t& or un c$&nt car& r&!u=a sa ?&ar(a ntr-un ast!&$ d& ?a(a=n %-a n!$u&nta $a
randu$ $u ?a ?u$t& *&rsona& sa ca$c& *ra(u$ ac&$u ?a(a=n&'
D& as&?&n&a+ consd&r ca tr&#u& ?&ntnuta strat&(a d!&r&nt&r ca$tat%&+ *rn car& sa
!& so$utonata *ro#$&?a o*t?=ar ca$tat ?ar!ur$or a!$at& In !a#rcat& s
co?&rca$=ar&+ In ra*ort cu d!&rt&$& n%&$& d& &)(&nta a$& *rnc*a$&$or s&(?&nt& d&
consu?ator'
Est& ?*ortant ca CORA sa o!&r& *rodus& su*&roar&+ car& sa ?u$tu?&asca toat&
cat&(or$& d& consu?ator+ d& $a c& car& dor&sc sa !o$os&asca *rodus& d& #una ca$tat& $a
*r&tur acc&s#$&+ *Lna $a c& car& ar cB&$tu orc& su?a *&ntru a a%&a un *rodus d&os&#t+
d& *r&st(u+ car& sa $& sats!aca s c&$& ?a *r&t&ntoas& n&c&stat In do?&nu'
Strat&(a Innor sort?&nta$& &st& #&n&!ca *&ntru CORA+ car& &st& o co?*an&
?od&rna+ c& dor&st& sa o!&r& consu?ator$or *rodus& car& sa cor&s*unda c&rnt&$or no a$&
t&Bno$o(&+ ast!&$ IncLt d&stnatar ac&stor *rodus& sa ?an!&st& un n%&$ rdcat a$
!d&$tat !ata d& ?arca'
La n%&$ ($o#a$+ co?*ana CORA ar *ut&a ado*ta *& %tor o strat&(& a *r&tur$or
?od&rat&'
2,
Dn *unctu$ d& %&d&r& a$ *r&tur$or+ CORA & a!$a d&asu*ra *r&tu$u ?&du a$ *rodus&$or
cos?&tc& !a#rcat& sNsau co?&rca$=at& In Ro?Lna' Insa+ n%&$u$ *r&tur$or &st&
Dust!cat d& ca$tat&a *rodus&$or o!&rt& s*r& consu?'
Gn contnuar&+ *r&tur$& *ractcat& d& CORA *&ntru *rodus&$& *& car& $& co?&rca$=&a=a
r&!$&cta ca$tat&a s *o=tonar&a *& *ata'
Pro*un&r&a ?&a *&ntru %tor+ ar ! daca CORA ar o!&r s*r& co?&rca$=ar& nu doar
*rodus& !a#rcat& In c&$&$a$t& tar a$& Euro*a c *rodus& !a#rcat& cBar $a no In tara'
D&scBd&r&a un& $n d& *roduct& In Ro?Lna ar r&*r&=&nta un succ&s r&?arca#$+ car&
ar *ut&a aduc& ?ar #&n&!c atLt co?*an& cLt s ndustr& d& *rodus dn Ro?Lna'
Pro*un&r&a ?&a *&ntru atn(&r&a o#&ct%&$& $&(at& d& d!&rt& a$t&rnat%& strat&(c&
In *o$tca d& *rodus sunt ur?atoar&$&"
- ?&ntn&r&a unu n%&$ rdcat d& consu? a$ C$&nt$orE
- In#unatatr&a d&s&r%r C$&nt$orE
- o#tn&r&a unu succ&s ?a ?ar& d&cLt c&$ o#tnut In anu$ ant&rorE
- cr&st&r&a cot& d& *ata
- cr&st&r&a n%&$u$u %Ln=ar$orE
- cr&st&r&a (radu$u d& *&n&trar& *& *ataE
- cr&st&r&a n%&$u$u %a$orc a$ co?&n=E
- cLst(ar&a d& c$&nt no s IncLntar&a actua$$or C$&nt s R&*r&=&ntantE
- cr&ar&a d& M#rand aSar&n&ssM 6constnta #rand-u$u8'
CORA ar tr&#u ca *& %tor sa d&c$ans&=& o ca?*an& *u#$ctara ?a a(r&s%a+ car& sa
*r&su*una+ In *r?u$ rLnd+ d!u=ar&a d& c$*ur *u#$ctar& *& *ostur$& d& t&$&%=un&
cu aco*&rr& natona$a $a or& cu aud&nta rdcata s cu o !r&c%&nta car& sa atra(a
curo=tat&a s nt&r&su$ *u#$cu$u'
21
Consd&r ca strat&($& *& car& toc?a $&-a? d&scrs sunt c&$& ?a *otr%t& *&ntru $antu$
d& BC*&r?arcB&tur CORA-ROMANIA HYPERMARCHE SRL+ &$& a!$Lndu-s& In
concordanta cu do?&nu$ d& act%tat&+ o#&ct%&$& *ro*us& s *o$tca !r?&'

BIBLIOGRAFIE
1!P4"%"1 K0,%'* EM)-).'('-,$% M)*+',"-.$%$"H-'&",$*) T'0*) 2UUS
2!B";%"0,'/) ASE &".",)%)
3!4,,1://RRR!)1$;;!*0/R1-/0-,'-,/$1%0)&2/2U11/U2/M)*+',"-.V2$10*,V&'V/$*2!1&3
@!4,,1://RRR!/*'')6)!/0(/*'3'*),'/()*+',"-./S,*),'.""-1*"<"-&-%)-2)*')-2"-@NB!141
A! 4,,1://RRR!2/*";&!/0(/&0//BS3WW2SW/CORA-3"-
2/
24