Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

CAPI TOLUL 2
0(',8/ &21&85(1

,$/ $/ ),50(,

)DFWRUL GHWHUPLQDQ L DL UHQWDELOLW

2.1

0 3RUWHU FRQVLGHU

SULPXO IDFWRU LPSRUWDQW FDUH GHWHUPLQ

XQHL ILUPH HVWH UHSUH]HQWDW GH F

3H RULFH SLD

 ILH F

LL OD QLYHO VHFWRULDO

WUH VHFWRUXO vQ FDUH vL GHIDRDU

HVWH YRUED GH SLD D QD LRQDO

IRU H

SHULFROXO

UHSUH]HQWDW

produselor de subst LWX

LH

GH

SXWHUHD

SRWHQ LDOL

GH

QRL

QHJRFLHUH

tea.

FOLHQ LORU

$ 0(',8/8, &21&85(1

 ILH F

GLQ DF LXQHD D

FRQFXUHQ L

IXUQL]RULORU L ULYDOLWDWHD GLQWUH ILUPHOH GHMD H[LVWHQWH SH SLD

6&+(0$ '( $1$/,=

DFWLYLWD

VDX LQWHUQD LRQDO

HVWH YRUED GH XQ SURGXV VDX XQ VHUYLFLX FRQFXUHQ D UH]XOW

FLQFL

UHQWDELOLWDWHD

DPHQLQ DUHD
UHVSHFWLY

,$/ $/ ),50(,

3RWHQ LDOL

noi

FRQFXUHQ L

Sectorul
de
activitate

Puterea de
negociere a
furnizorilor

Puterea de
negociere a
FOLHQ LORU

Produse de
VXEVWLWX LH

Rivalitatea ntre firmele din cadrul sectorului are ca principale forme

FRQFUHWH

GH

QLIHVWDUH

serviciile post-YkQ]DUH

]ERLXO

SUH XULORU

FDPSDQLLOH

GH

RIHULWH FOLHQ LORU L VLVWHPXO GH JDUDQ LL HWF

SXEOLFLWDWH

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

5LYDOLWDWHD
FRQFXUHQ L
FRQFXUHQ
HIHFW

vQ

H[LVW

GRUHVF

UHDOLWDWH
V

-L

FD

XUPDUH

FRQVROLGH]H

IDSWXOXL

SR]L LD

SH

XQXO

SLD

VDX

0XOWH

PDL

PXO L

IRUPH

GH

 vQ VSHFLDO FHD vQ GRPHQLXO SUH XULORU VXQW IRDUWH GLQDPLFH L DX FD

DGHVHD

GHJUDGDUHD

5HGXFHULOH GH SUH

LL

UHQWDELOLW

vQ

VXQW UDSLG DGRSWDWH GH F

DSOLFDWH GHWHUPLQ

vQWUHJ

VHFWRUXO

GH

DFWLYLWDWH

WUH ILUPHOH FRQFXUHQWH L RGDW

GLPLQXDUHD FLIUHL GH DIDFHUL D WXWXURU ILUPHORU FX H[FHS LD

FD]XULORU vQ FDUH HODVWLFLWDWHD FHUHULL vQ UDSRUW FX SUH XO HVWH GHVWXO GH PDUH

&DPSDQLLOH SXEOLFLWDUH vQ VFKLPE VXQW GH QDWXU

accent XD

GLIHUHQ LHUHD

SURGXVHORU

vQ

D PDMRUD FHUHUHD VDX GH D

VHFWRUXO

DQDOL]DW

GH

DFHVWH

HIHFWH

beneficiind toate firmele.

2

ULYDOLWDWH

PHQ LRQ

HVWH

LQWHQV

HIHFWXO

DF LXQLL

FRQFXUHQ L

VHFWRUXO

QXPHURL

DQDOL]DW

LL

VWU

ILH

factori, dintre care

ILH

QLIHVWDW

HVWH PXOW PDL DFHUE

vPEXQ

SULQ

LQYHVWL LL

SULQ

HJDOL

FD

SXWHUH

: n multe

LQWHUPHGLXO

VWU

LQH

H[SRUWXULORU

GLUHFWH

MRDF

XQ

vQ
URO

D VHFWRUXOXL FRQFXUHQ D FDUH VH SRDUW

R FUHWHUH OHQW
GH SLD

UHODWLY

LQL

LPSRUWDQW vQ FRQFXUHQ D P

SH FRWH

GHFkW vQ VLWXD LD vQ FDUH ILUPHOH vL

HVF UH]XOWDWHOH HYROXkQG vQ ULWPXO GH FUHWHUH D VHFWRUXOXL

L vQ FDUH VXQW DGHVHD REOLJDWH V

SHQWUX D IDFH ID

PXOWRU

P

sectoare, concureQ

PDL

-L

HSXL]H]H UHVXUVHOH ILQDQFLDUH

FUHWHULL FHUHULL SH SLD

costuri fixe sau de stocaj ridicate: costurile fixe ridicate

GHWHUPLQ

ILUPHOH V

XWLOL]H]H OD PD[LPXP FDSDFLWDWLOH GH SURGXF LH

FHHD FH HVWH GH QDWXU

FHD PDL LPSRUWDQW
IL[H L YDORDUHD DG

LPSOLFH UHGXFHUL GH SUH  &DUDFWHULVWLFD

HVWH GDW
XJDW

GH DQDOL]D UDSRUWXOXL GLQWUH FRVWXULOH

nu de ponderea costurilor fixe n cele

WRWDOH )LUPH vQ FDUH R PDUH SDUWH D FRVWXULORU HVWH UHSUH]HQWDW

FXPS

YDORDUH
SHQWUX

UL

GH

DG
D

IDFWRUL

XJDW

FUHWH

GH

PLF
JUDGXO

SURGXF LH
SRW
GH

IL

GLQ

VXSXVH

XWLOL]DUH

ciuda ponderii relativ reduse -

H[WHULRU

vQ P

XQRU

GHFL

SUHVLXQL

FDSDFLW

ULPH DEVROXW

LL

GH

FDUH

GH

DX

LPSRUWDQWH

SURGXF LH

vQ

- a costurilor fixe.

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

VLWXD LH

SURGXVH

DVHP

GLILFLO

GH

WRDUH

FHOHL

VWRFDW

H[SXVH

)LUPHOH

DQWHULRU

VXQW

WHQWDWH

SUH XULOH GH YkQ]DUH SHQWUX D L DVLJXUD YkQ]

DEVHQ D

GLIHUHQ LHULL

SURGXVXO HVWH GH SULP

VDX

vQWkOQHWH

FRVWXULORU

GH

LD IRUPD U

GDF

FX SULRULWDWH
VXQW FUHDWH

]ERLXOXL SUH XULORU VDX D

LL VHUYLFLLORU RIHULWH

FUHWHUL GH FDSDFLW
FD]XO

XQRU

VXEVWDQ LDO

WUDQVIHU

QHFHVLWDWH DOHJHUHD VH ED]HD]

FRQGL LLOH SHQWUX FD ULYDOLWDWHD V

FD]XO

GLPLQXH]H

SH QLYHOXO SUH XOXL VDX SH FDOLWDWHD DFHVWXLD 5H]XOW

FDOLW

vQ

ULOH

VH

vQ

FDSDFLW

FDUH

L GH SURGXF LH SH SDOLHUH LPSRUWDQWH

HFRQRPLD

LORU GH SURGXF

GH

LPSXQH

VFDU

FUHWHUL

VXEVWDQ LDOH

: n
DOH

ie, acest fenomen poate genera dezechilibre

vQWUH QLYHOXO FHUHULL L UHVSHFWLY FHO DO RIHUWHL vQ FDGUXO VHFWRUXOXL

,QGLFDWRUXO FHO PDL IUHFYHQW XWLOL]DW vQ DSUHFLHUHD SR]L LHL ILUPHL GLQ SXQFW GH
YHGHUH DO ULYDOLW

&RWD

GH

SLD

LL HVWH FRWD GH SLD

VH

SRDWH

H[SULPD

DWkW

vQ

ULPL

DEVROXWH

relative:

vQ P

ULPL DEVROXWH

9kQ]

Cp =

9kQ]

vQ P

Cp =

UL DOH ILUPHL L

-------------------------------------------- X 100
UL DOH WXWXURU ILUPHORU GLQ VHFWRU

ULPL UHODWLYH

9kQ] UL DOH firmei i

-----------------------------------9kQ]

UL DOH SULQFLSDOXOXL FRQFXUHQW

FkW

vQ

ULPL

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

8QLL

DQDOLWL

IRORVHVF

OD

QXPLWRU

YkQ]

FRQFXUHQ L 2 YDORDUH VXSUDXQLWDU

anDOL]DW

ULOH

UHDOL]DWH

GH

SULQFLSDOLL

D DFHVWXL LQGLFDWRU LQGLF

IDSWXO F

WUHL
ILUPD

HVWH OHDGHU vQ VHFWRU

De asemenea, se poate determina gradul de concentrare din cadrul

VHFWRUXOXL

UHVSHFWLY

GH LQXWH GH F

GH

DFWLYLWDWH

SULQ

vQVXPDUHD

FRWHORU

GH

DEVROXWH

SLD

WUH SULPLL   VDX  FRQFXUHQ L

3RWHQ LDOLL QRL FRQFXUHQ L SRW vQWkOQL DD

-numitele bariere la intrare.

ULL XQXL VHFWRU GH DFWLYLWDWH SRW

&HOH PDL IUHFYHQWH REVWDFROH vQ FDOHD SHQHWU

fi:
1.

HFRQRPLLOH

GH

VFDU

: sunt sectoare n care pentru a atinge un nivel

PLQLP GH UHQWDELOLWDWH HVWH QHFHVDU FD R ILUP

PLQLP

SH

GLYHUVLILFDW

FHOH

GH R

GH VFDU

FRQFXUHQ LORU

'LIHULWHOH

ILUPH

vQWUH GLIHULWHOH VHFWRDUH vQ FDUH RSHUHD]

GH

vQ FRQWLQXDUH

DFWLYLWDWH

 vQ P

VXUD

ILUPD 'H H[HPSOX R

SRDWH IDEULFD PRWRDUH HOHFWULFH GH GLPHQVLXQL PLFL SH

FDUH OH XWLOL]HD]
WRDUH

FX

HDVF

UHSDUWL]H]H RSHUD LLOH VDX IXQF LXQLOH VXSXVH HFRQRPLLORU

GLYHUVLILFDW

OLPLWHD]

DOH

capacitate

QX GHS

SRW UHDOL]D HFRQRPLL FRPSDUDELOH FX FHOH GH VFDU

vQ FDUH UHXHVF V

XVF

GLVSXQ

GH SURGXF LH DVWIHO vQFkW FKHOWXLHOLOH IL[H XQLWDUH V

VXEVWDQ LDO

ILUP

QXPDL

OD

VLVWHPH

SHQWUX D SURGXFH Y

entilatoare industriale,

GH

IDEULFDUHD

FLUH

'DF

PRWRDUHORU

HFRQRPLLOH

QHFHVDUH

GH

XQXL

VFDU

VHFWRU

QX

VH

DQXPH

DWXQFL ILUPD SRDWH UHDOL]D HFRQRPLL GH VFDU

PDL LPSRUWDQWH GHFkW R DOWD

FDUH

VDX

IDEULF

XQ

VLQJXU

SURGXV

$FWLYLW

LOH

IXQF LXQLOH

UHSDUWL]DWH L FDUH VXQW VXSXVH HFRQRPLLORU GH VFDU

GH YkQ]

&kWLJXULOH
VLWXD LD
$FHVW
VDX

vQ

UL DSURYL]LRQ

SRWHQ LDOH
FDUH

IHQRPHQ
R

RSHUD LH

FD

FRVWXULOH
VH

SRW

IL

SRW FXSULQGH UH HDXD

ULOH HWF

XUPDUH
DIHUHQWH

PDQLIHVW

GLQ

FDUH

SURFHVXO

ILHF

DWXQFL
GH

UHSDUWL LHL
UHL

FkQG

VXQW

DFWLYLW
R

SURGXF LH

ILUP
D

OXL

PDL

VHPQLILFDWLYH

DX ]RQH
FDUH

GH

IDEULF
DUH

LQWHUIHUHQ
SURGXVXO

FDSDFLWDWHD

GH

RE LQH L XQ DOW SURGXV % 8Q EXQ H[HPSOX vQ DFHVW VHQV HVWH GDW GH F

vQ

WUH

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

WUDQVSRUWDWRULL

DHULHQL

ORFXUL

GH

SHQWUX

WRUL

WRUL

GH

GDU

UIXUL

OLPLWDW

GH

SRDWH

DQXPLW

FDQWLWDWH GH EDJDMH L UHVSHFWLY GH P

XQ

DYLRQ

WUDQVSRUWD

DUH

vQ

FDSDFLWDWH

DFHODL

WLPS

UIXUL 6XQW FRVWXUL LPSRUWD

nte

care nu depind de natura transportului, cum ar fi taxele de decolare, care n

DWkW

PRG HYLGHQW VXQW DFRSHULWH PDL XRU GH WUDQVSRUWDWRULL FDUH HIHFWXHD]

WUDQVSRUWXO

GH

FRQFHQWUHD]

DOW

QDWXU

WRUL

FkW

SH

FHO

GH

UIXUL

ID

QXPDL SH XQ DQXPLW VHJPHQW GLQ FHOH GRX

VLWXD LH

vQWkOQLW

QHFRUSRUDO

HVWH

DWXQFL

FkQG

 FD GH H[HPSOX NQRZ

D DFHVWXL WLS GH DFWLYH DSDUH R VLQJXU

ILUPHOH

-how-XO

GDW

FHL

FDUH

VH

DFWLYHOH

GH

SRW

VDX P

GH

UHSDUWL]D

UFLOH &RVWXO GH FUHDUH

 vQ WLPS FH DFWLYXO UHVSHFWLY

poate

IL H[SORDWDW L vQ FDGUXO DOWRU ILUPH ILOLDOH

8Q

DOW

WLS

GH

OD

EDULHU

LQWUDUH

DWXQFL FkQG LQWHJUDUHD YHUWLFDO

VFDU

SH

UHSUH]LQW

HFRQRPLD

R VXUV

GH

VFDU

SRWHQ LDO

VH

QLIHVW

GH HFRQRPLH GH

 Q DFHVW FD] XQ QRX FRQFXUHQW DUH GH DOHV vQWUH D SUH]HQWD R VWUXFWXU

LQWHJUDW

2.

ED]DW

VDX GH D VXSRUWD XQ GH]DYDQWDM vQ PDWHULH GH FRVWXUL

GLIHUHQ LHUHD
DFWLYHD]
GHILQLW

vQ
L

6H

SURGXVHORU

FDGUXO

VHFWRUXOXL

FOLHQWHO

ILGHO

WUDGXFH

UHVSHFWLY
FD

SULQ
DX

UH]XOWDW

DO

IDSWXO

LPDJLQH

DFWLYLW

LL

ILUPHOH

FDUH

PDUF

ELQH

GH
GH

SXEOLFLWDWH

promovare, a sistemului de servicii furnizate clientului sau ca urmare a

VLPSOXOXL IDSW F

DX IRVW SULPLL SH SLD

'RPHQLL IRDUWH VHQVLELOH

produsele de nJULMLUH

vQ FHHD FH SULYHWH

SHQWUX

VXJDUL

GLIHUHQ LHUHD VXQW GH

SDUIXPHULH

QFL

GH

LQYHVWL LL

VHFWRDUH FXP DU IL FHO DO EUDVHULLORU GLIHUHQ LHUHD VH FXPXOHD]

GH

VFDU

vPSUHXQ

vQ

ID]HOH

GH

SURGXFHUH

FRPHUFLDOL]DUH

H[HPSOX
Q

DOWH

FX HFRQRPLLOH

GLVWULEX LH

FRQWULEXLQG

OD FUHDUHD XQRU REVWDFROH LP

portante la intrare.

3. costurile de transfer 
LPHGLDWH

SH

IXUQL]RUXOXL

FDUH

FXPS

FUHHD]

include: cheltuielilH

XQ
GH

3UH]HQ D FRVWXULORU GH WUDQVIHU DGLF

U

WRUXO

OH

REVWDFRO

UHFDOLILFDUH

YD
OD

VXSRUWD

LQWUDUH
IRU HL

GH

vQ

D FRVWXULORU

PRPHQWXO

&RVWXULOH
PXQF

GH

GH

VFKLPE

WUDQVIHU

ULL

SRW

DFKL]L LRQDUH

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

XQRU
P

HFKLSDPHQWH

DX[LOLDUH

LOH

QHFHVLW

GH

DVLVWHQ

WHKQLF

'DF

ULPHD DFHVWRU FRVWXUL HVWH PDUH QRLL FRQFXUHQ L VXQW REOLJD L V

un avantaj considerabil n materie de costuri sau de rezulWDWH

RIHUH
D

GH QDWXU

FRPSHQVD DSDUL LD FRVWXULORU GH WUDQVIHU

4.

ULPHD

VHFWRU

VH

FDSLWDOXOXL
SRW

GRYHGL

&DSLWDOXULOH

QHFHVDU

LQVXILFLHQWH

FX

SUHF

QHFHVDUH

GHUH

vQ

VLWXD LD

cheltuieli de publicitate riscante sau greu de recuperaW

IRQGXUL

vQ

LQVWDOD LLOH

GRPHQLXO
GH

DFRUGDWH

FHUFHW

SURGXF LH

FOLHQ LORU

IRWRFRSLDWRDUHORU

ULL GH]YROW

QHFHVLW

ILQDQ

UL

DFFHVXO

OD

UH HDXD

FRQFXUHQW WUHEXLH V

6XQW

IRQGXUL
DOH

FL

ILQDQ

VWRFXULORU

XQXL

ULL

XQRU

DORF

RUL D DQJDM

FD]XUL

ULL

FkQG
UL

QX

DOH

HWF

ULL XQRU
QXPDL

FUHGLWHORU

GRPHQLXO

ILUP

erox a creat un obstacol major la intrare prin

GHFL]LD GH D vQFKLULD DSDUDWHOH F

5.

ULL

SHQHWU

GH

-L

WUH WHU L vQ ORFXO YkQ]

GLVWULEX LH

ULL HIHFWLYH

SURGXVXOXL

)DSWXO

XQ

QRX

DVLJXUH GLVWULEX LD SURGXVXOXL VDX SRDWH UHSUH]

enta

un obstacol la intrare. De exemplu, fabricantul unui nou produs alimentar

GHVWLQDW

XQXL

VXSHUP

JD]LQ

YD

WUHEXL

FRQYLQJ

SURSULHWDUXO

UHVSHFWLYXOXL VXSHUPDJD]LQ SHQWUX D FHGD VSD LX GH H[SXQHUH D SURGXVXOXL

QRLL ILUPH &RQFXUHQ LL H[LVWHQ L GHMD vQ VHFWRUXO UHVSHFWLY SRW DYHD UHOD LL
GH WUDGL LH FX FLUFXLWHOH GH GLVWULEX LH VDX FKLDU FRQWUDFWH GH H[FOXVLYLWDWH

6.

UHVWULF LL

GH

RUGLQ

JXYHUQDPHQWDO

. Statul poate limita sau chiar

LQWHU]LFH DFFHVXO vQ XQHOH VHFWRDUH 7UDQVSRUWXULOH UXWLHUH F

LOH IHUDWH

sunt

H[HPSOH GH VHFWRDUH ULJXURV UHJOHPHQWDWH vQ SULYLQ D DFFHVXOXL

7.

GH]DYDQWDMXO XQRU FRVWXUL LQGHSHQGHQWH GH VFDUD SURGXF LHL

. Sunt

VLWXD LL

vQ

FDUH

ILUPHOH

FDUH

DFWLYHD]

vQ

XQHOH

VHFWRDUH

EHQHILFLD]

GH

DYDQWDMH GH FRVW SH FDUH XQ SRWHQ LDO QRX FRQFXU

ent nu le poate surmonta

LQGLIHUHQW

GH

WDOLD

VD

RUL

GH

HFRQRPLLOH

GH

VFDU

SH

FDUH

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

OH

YD

RE LQH

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

proprietatea asupra unei tehnologii sau a unui produs prin brevete sau
P

UFL

vQUHJLVWUDWH

FDUH

DVLJXU

GH LQHUHD

WHKQRORJLHL

VDX

FRQVWDW

FDUDFWHULVWLFLORU GH FRQFHS LH D SURGXVXOXL

XQ DFFHV SUHIHUHQ LDO OD PDWHULLOH SULPH

SR]L LRQ

VXEYHQ LL SXEOLFH

FXUED

UL JHRJUDILFH IDYRUDELOH

GH

WHQGLQ

H[SHULHQ
GH

H[SHULHQ HL

vQ

PXOWH

GLPLQXDUH
vQ

IDEULFDUHD

VHFWRDUH

FRVWXULORU

GH

DFWLYLWDWH

XQLWDUH

UHVSHFWLYXOXL

RGDW

SURGXV

VH
FX

DFXPXODUHD

'LPLQXDUHD

FRVWXULORU

HVWH HIHFWXO DF LXQLL FRQMXJDWH D XQRU IDFWRUL FXP DU IL vPEXQ

PHWRGHORU

GH

cRQFHSHUHD

OXFUX

GH]YROWDUHD

FRVWXULORU

FD

UH]XOWDW

VXU

DO

H[SHULHQ D

H[LVWHQWH

vL

SRW

DQWUHQHD]
FRQVHUYD

VF

UL

vQ

L FRQWURO

DF LXQLL

VHFWRDUHOH GH DFWLYLWDWH vQ FDUH IRU D GH PXQF

'DF

PRGLILF

LUHD

D IDFLOLWD IDEULFD LD DFHVWXLD

SURGXVXOXL FDUH VXQW GH QDWXU

DPHOLRUDUHD WHKQLFLORU GH P

'LPLQXDUHD

HFKLSDPHQWHORU

GHUH

SURSULHWDWHD

H[SHULHQ HL

HVWH

LPSRUWDQW

vQ

DUH XQ URO S

reponderent.

FRVWXULORU

DVXSUD

vQWU XQ

H[SHULHQ HL

VHFWRU

ILUPHOH

GREkQGLWH

DFHVW

efect va conduce la instaurarea unui obstacol la intrare.

Q

PRG

GHS

VLPLODU

LHLUHD

dintr- XQ

VHFWRU

GH

DFWLYLWDWH

LPSOLF

FkWHRGDW

LUHD XQRU REVWDFROH FXP DU IL

EDULHUH GH QDWXU

HFRQRPLF

: gradul de specializare al activelor, costurile

IL[H GH LHLUH

bariere strategice: complementaritatea ntre sectorul respectiv cu cel al

altor firme;

EDULHUH GH QDWXU

SROLWLF

VDX VRFLDO

bariere de ordin psihologic

FDUH QX YRU V

UHFXQRDVF

 LQWHUYHQ LL JXYHUQDPHQWDOH

FRPSRUWDPHQWXO

XQRU

HHFXO vQUHJLVWUDW GH ILUP

FRQGXF

WRUL

GH

ILUPH

vQ VHFWRUXO UHVSHFWLY

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

&KLDU GDF

REVWDFROHOH OD LHLUH

i cele la intrare sunt concepte diferite,

nivelul lor de ansamblu este un aspect important al analizei sectorului.

2VWDFROHOH OD LHLUH L OD LQWUDUH VXQW GH PXOWH RUL FRUHODWH 6XQW GH H[HPSOX
FD]XUL vQ FDUH RE LQHUHD XQRU HFRQRPLL GH VFDU

LPSRUWDQWH QHFHVLW

XWLOL]DUHD

unor active cu un grad nalt de specializare:

2EVWDFROH OD LHLUH

Obstacole la
intrare
Nesemnificative

Nesemnificative
Ridicate
Randamente slabe, dar 5DQGDPHQWH VODEH L
stabile
riscante
5DQGDPHQWH
ULGLFDWH
L
Randamente
ridicate,
stabile
dar riscante

Ridicate

Furnizorii
LQFOX]kQG
HQHUJLH

)DFHP SUHFL]DUH F
IXUQL]RULL


HOHFWULF

GH
DS

QR LXQHD GDW

PDWHULL

DEXU

SULPH
HWF

IXUQL]RULORU HVWH JHQHULF

PDWHULDOH

GDU

IXUQL]RULL

LQYHVWLWRUL IRQGXUL GH LQYHVWL LL L IXUQL]RULL GH IRU

8Q JUXS GH IXUQL]RUL HVWH SXWHUQLF GDF

JUXSXO GH IXUQL]RUL

JHQHUDO

GH PXQF

XWLOLW

FDSLWDO

QFL

VLQGLFDWH

HVWH GRPLQDW GH FkWHYD ILUPH L HVWH PDL FRQFHQWUDW

SRVLELOLWDWHD

SUH XOXL D FDOLW

GH

GH

UXLD YLQGH )XUQL]RULL FDUH YkQG XQRU FOLHQ L GLVSHUVD L DX

GHFkW VHFWRUXO F
vQ

IXUQL]RULL

 DLFL

GH

H[HUFLWD

LL L D FRQGL LLORU GH FXPS

IXUQL]RULL QX WUHEXLH V

LQIOXHQ

FRQVLGHUDELO

DVXSUD

UDUH

OXSWH vPSRWULYD XQRU SURGXVH GH VXEVWLWX LH SHQWUX

sectorul-client;
9

sectorul-client nu este important pentru grupul de furnizori;

SURGXVXO

OLYUDW

GH

WUH

IXUQL]RUL

HVWH

XQ

PLMORF

LPSRUWDQW

GH

SURGXF LH

pentru client.
&OLHQ LL VH PDQLIHVW
PRG

VLPLODU

FX

FD R IRU

IXUQL]RULL

DGLF

GH SUHVLXQH SHQWUX VHFWRUXO VXSXV DQDOL]HL vQ

vQ

VLWXD LD

vQ

care au un grad mare de

concentrare.
8Q JUXS GH FOLHQ L HVWH LPSRUWDQW GDF

FRQGL LLOH XUP

WRDUH SUHYDOHD]

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

JUXSXO HVWH FRQFHQWUDW VDX FXPS

GH DIDFHUL D YkQ]

SURGXVHOH

R SDUWH VHPQLILFDWLY

WRUXOXL
UDWH

FXPS

GH LQ

SRQGHUH

PDUH

vQ

UHVSHFWLYXOXL FOLHQW Q JHQHUDO GDF

SURGXVXO FXPS

DWXQFL

IUDF LXQH

vQ UDSRUW FX FLIUD

UHGXV

GLQ

FRVWXO

WRWDO

FOLHQWXO

cadrul

costurilor

UDW UHSUH]LQW
HVWH

SX LQ

QXPDL

VHQVLELO

OD

SUH 
9

SURGXVHOH FXPS

UDWH GLQ VHFWRUXO IXUQL]RU DX XQ JUDG UHGXV GH GLIHUHQ LHUH

sau sunt normalizate;

9
9

JUXSXULOH GH FOLHQ L vQUHJLVWUHD]

FOLHQ LL UHSUH]LQW

SURGXVXO

SXWHD FRQIUXQWD FOLHQ LL VXQW UHGXVH

costurile de transfer cu care s-DU

FXPS

SURILWXUL PLQLPH

XQ SHULFRO FRQVLGHUDELO GH LQWHJUDUH vQ DPRQWH

UDW

GH

WUH

FOLHQ L

QX

LQIOXHQ HD]

DVXSUD

FDOLW

LL

VDX

VHUYLFLLORU UHDOL]DWH GH FOLHQ L

3URGXVHOH GH VXEVWLWX LH 7RDWH ILUPHOH XQXL VHFWRU vQ VHQV ODUJ VH DIO
FRQFXUHQ
OLPLWHD]

FX

VHFWRDUHOH

FDUH

SURGXF

SURGXVH

GH

VXEVWLWX LH

vQ

$FHVWHD

SURILWXULOH VHFWRUXOXL QX QXPDL vQ SHULRDGH QRUPDOH GH HYROX LH FL

FKLDU vQ SHULRDGH GH H[SDQVLXQH ,GHQWLILFDUHD SURGXVHORU GH VXEVWLWX LH FRQVW

vQ

XWD

WRDWH

SURGXVHOH

FDUH

vQGHSOLQHVF

DFHOHDL

IXQF LL

FD

SURGXVXO

realizat de sector.
&HOH FDUH WUHEXLH XUP
VHQVXO DPHOLRU
F

ULWH FHOH PDL ULJXURV VXQW FHOH D F

ULL UDSRUWXOXL FDOLWDWH SUH

URU HYROX LH PHUJH vQ

FRPSDUDWLY FX SURGXVHOH IDEULFDWH GH

WUH VHFWRU SUHFXP L FHOH RE LQXWH vQ VHFWRDUH vQ FDUH PDUMHOH GH SURILW VXQW

ridicate.
6H LPSXQH D SUHFL]D F

WRDWH FHOH FLQFL IRU H SUH]HQWDWH QX DF LRQHD]

vQ PRG LQGHSHQGHQW FL vQ VWUkQV

FD]XULOH
DFFHVLELO

vQ

FDUH
D

XQ

IXUQL]RU

YDORULILFDW

DFHVW

FDUH

L]RODW

FRUHOD LH XQHOH FX FHOHODOWH 6XQW IUHFYHQWH

GH LQHD

DYDQWDM

PDWHULH

GHYHQLQG

respectiv de activitate.

SULP

FRQFXUHQW

UDU

GLUHFW

VDX
vQ

JUHX

VHFWRUXO

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

(VWH HYLGHQW F
PDL

PXOW

VHFWRDUH

LQWHQVLWDWHD FHORU FLQFL IRU H GLIHU

GHFkW
vQ

DWkW

FDUH

farmaFHXWLFH

VH

FHOH

IRU H

FLQFL

XWXUL

SH

PRGLILF

QHDOFRROL]DWH

FH

XQ

VHFWRU

IDYRUDELOH

VXQW

VXU

GH OD XQ VHFWRU OD DOWXO L

FD

GH

PXO L

FRQFXUHQ L

HYROXHD]

H[HPSOX

SRW

SURGXVH

RE LQH

QLYHOXUL

LQWHUHVDQWH GH UHQWDELOLWDWH Q DOWH VHFWRDUH vQ FDUH SUHVLXQHD H[HUFLWDW

GH

XQD VDX PDL PXOWH GLQ DFHVWH IRU H HVWH PDUH FXP VXQW VLGHUXUJLD LQGXVWULD
FDXFLXFXOXL
LQWHUHVDQW

HWF

QXPDL

WHYD

ILUPH

DMXQJ

 'HPQ GH PHQ LRQDW HVWH IDSWXO F

RE LQ

UHQWDELOLWDWH

UHQWDELOLWDWHD XQXL VHFWRU QX

GHSLQGH DWkW GH PXOW GH DSDUHQ D SURGXVXOXL VDX GH WHKQRORJLD XWLOL]DW

 FkW

FRPHU XO

de structura sectorului respectiv. Multe sectoare banale, de exempOX

cu cereale, sunt foarte rentabile, n timp ce altele - televiziunea prin cablu,

FRPSXWHUH SHUVRQDOH QX VXQW FX DGHY

UDW UHQWDELOH GHFkW SHQWUX XQ QXP

redus de firme.
&HOH

IRU H

FLQFL

LQIOXHQ HD]

GHWHUPLQ

SUH XO

VHFWRUXOXL

FX

LQYHVWL LLORU

UHQWDELOLWDWHD

FRVWXO

DOWH

ILHF

UHLD

sectorului. Aceasta este reODWLY

VHFWRUXO
FLQFL

HYROXHD]

IRU H

SRDWH

GLQ

VFKLPEDUH
DYHD

SULQ

FLQFL

IRU H

ILUPHOH
GH

LQIOXHQ HD]

XUPDUH

LQIOXHQ

le

FDGUXO

UHQWDELOLWDWH

GHSLQGH

VWUXFWXUDO

GLQ

GH

DVXSUD

VWUXFWXUD
VXU

LQWHQVLWDWHD

FH

FHORU

QLYHOXOXL

GH

X

VWUXFWXUD VHFWRUXOXL VH SRW GRYHGL R DUP

FDUH PRGLILF

L GHRDUHFH R ILUP

SHQWUX

SHQWUX

 GDU VH SRDWH PRGLILFD SH P

UHQWDELOLWDWH DO VHFWRUXOXL vQ DQVDPEOXO V

StrategiilH

VHFWRUXOXL

HOHPHQWHOH

FHOH

VWDELO

FDGUXO

LQYHVWL LLORU

LQIOXHQ HD]

FXYLQWH

9LJRDUHD

QLYHOXO

GLQ

SRDWH OD IHO GH ELQH V

GLVWUXJ

FX GXEOX

VWUXFWXUD L UHQWDELOLWDWHD

VHFWRUXOXL WRW DD FXP SRDWH VD OH IRUWLILFH 'H H[HPSOX R FRQFHS LH QRX

SURGXVXOXL HVWH vQ P
vQ DFHODL WLPS V
FKLDU GDF

UHGXF

FRVWXO GH DFFHV vQ VHFWRUXO UHVSHFWLY GDU

LQWHQVLILFH FRQFXUHQ D L V

 SH PRPHQW ILUPD UHVSHFWLY

Q VHFWRUXO
DPHQLQ DUH
JHQHUDO

VXU

GHWHULRUH]H QLYHOXO UHQWDELOLW

EHQHILFLD]

SURGXVHOH

VHULRDV
I

PDUF

SHQWUX
SRW

10

VWUXFWXUD
P

UL

LL

GH SURILWXUL PDL ULGLFDWH

LJDUHWHORU GH H[HPSOX DSDUL LD SURGXVHORU I

SRWHQ LDO

PDUF

VHFWRUXOXL

FRQVLGHUDELO

FRQVWLWXLH R
UHVSHFWLY

VHQVLELOLWDWHD

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

FXPS
vQW

WRUXOXL

OD

ULQG R EDULHU

SUH 

GHFODQkQG DVWIHO

PRG

ORJLF

]ERL

DO SUH XULORU

OD LQWUDUHD vQ FDGUXO VHFWRUXOXL vQ FDX]

GH EXJH XO DORFDW SXEOLFLW

XQ

GH

LL

FDSDFLWDWHD

SUHIHUDW

FD

XQ

VLPXOWDQ

 EDULHUD UHSUH]HQWDW

ILUPHORU

GH

LQIOXHQ D

VWUXFWXUD

VHFWRUXOXL

HIHFWH FX DWkW PDL PDUL FX FkW SR]L LD ILUPHL HVWH PDL LPSRUWDQW
HVWH

OHDGHU

VHFWRUXOXL PDL FXUkQG GHFkW V

GLQ

VHFWRU

vQFHUFH J

FDXWH

DUH

. De multe ori

SURWHMH]H

VWUXFWXUD

VLUHD XQXL DYDQWDM FRQFXUHQ LDO PDL

mare.
6H

VSXQH

DGHVHD

VDWLVIDFHUHD

QHYRLORU

UHXLWHL XQHL vQWUHSULQGHUL $FHDVW

L VXILFLHQW
DUH

vQ

UHSUH]HQWDW

FD]
GH

UHSDUWL LD
SRWHQ LDOL

YDORULL
QRL

HVWH

SLORQXO

FHQWUDO

FRQGL LH VH GRYHGHWH D IL QHFHVDU

vQ JDUDQWDUHD UHQWDELOLW

DFHVW

FOLHQWXOXL

LL XQXL VHFWRU 2 LPSRUWDQ

FUHDWH

vQ

FDGUXO

FRQFXUHQ L

VH

SRDWH

VHFWRUXOXL
WUDGXFH

DO

 GDU QX

FUXFLDO

$PHQLQ DUHD

VXE

IRUP

XQRU

UHGXFHUL GH SUH 

3XWHUHD GH QHJRFLHUH D FOLHQ LORU GHWHUPLQ

IRORV SURSULX R SDUWH GLQ YDORDUHD FUHDW

VXUD vQ FDUH DFHWLD FRQVHUY

vQ

 FHGkQG ILUPHORU GLQ VHFWRU XQ QLYHO

minim de rentabilitate. n sectoare cum ar fi: automobile, industria grea,

ILUPHOH FUHD]

R YDORDUH LPHQV

GHFkW GH R SDUWH IRDUWH PLF

VHFWRDUH

HFKLSDPHQW

SHQWUX FOLHQ L GDU HOH QX EHQHILFLD]

GLQ DFHDVW

PHGLFDO

VHUYLFLL

FUHHD]

GH DVHPHQHD R YDORDUH ULGLFDW

SUHOHY

R SDUWH vQVHPQDW

YDORDUH VXE IRUP

L

HFKLSDPHQWH

vQ PHGLH

GH SURILW Q DOWH

petroliere, firmele

SHQWUX FOLHQW GDU vQ DFHODL WLPS vL

GLQ DFHDVW

YDORDUH Q GRPHQLXO HFKLSDPHQWHORU

SHWUROLHUH PXOWH SURGXVH IDEULFDWH SRW UHGXFH VXEVWDQ LDO FRVWXO RSHUD LXQLL GH

foUDM

&XP

VWUXFWXUD

SDUWH GLQ DFHDVW

vQV

VHFWRUXOXL

HVWH

IDYRUDELO

GLPLQXDUH D FRVWXOXL VXE IRUP

PXOWH

ILUPH

L DX

UH LQXW

GH SURILW (YROX LLOH UHFHQWH

FRQFUHWL]DWH vQ UHGXFHUHD FHUHULL LQWUDUHD XQRU QRL FRQFXUHQ L SH SLD

o sensibilitate ridiFDW

FOLHQ LORU

GHWHUPLQDW FD PDUMHOH GH SURILW V

OD

IDFWRUXO

SUH

DX

IRVW

VH GLPLQXH]H FRQVLGHUDELO

11

FDX]HOH

FH

L
DX

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

LGHH

DOW

JHQHUDO

HFKLOLEUXO

GLQWUH

VWUXFWXUD

DGPLV

VHFWRUXOXL


GLPLQXHD]
IXQF LH

GH

SURGXF LH
UHQWDELOLW

2.2
6H

FHUHUH

HVWH


RIHUW

VWUXFWXUD

XQXL

vQV

UDSLGLWDWHD

GH]HFKLOLEUX

VHFWRUXOXL

H[FHGHQWDUH

SRWULYLW

$FHVWD

GHWHUPLQkQG

&RQVHFLQ HOH

FHD

GHWHUPLQ

PXOWH
XQ

UHLD

SURILWXULOH

HYROXHD]
FX

FDUH

vQWUH

]ERL

od constant,

FUHWH

RIHUW

VHFWRDUH

DO

VDX

VH

YDULD]

FDSDFLW

SUH XULORU

LL 6XQW VHFWRDUHOH vQ FDUH LQWHQVLWDWHD FRQFXUHQ LDO

GH

RIHUWD

FHUHUH

GLQWUH

vQ

GHSLQG

vQ

LOH

GH

UHGXFHUHD

HVWH ULGLFDW

Analiza portofoliului de produse

FXQRVF

PDL

elaborate n

PXOWH

PHWRGH

GH

HYDOXDUH

SR]L LHL

FRQFXUHQ LDOH

ILUPHL

WUH VSHFLDOLWL vQ GRPHQLX )LHFDUH GLQWUH

GHFXUVXO WLPSXOXL GH F

DFHVWHD SRUQHWH GH OD GRX

HOHPHQWH IXQGDPHQWDOH

HYROX LD SLH LL vQ DQVDPEOXO V

SR]L LD

FRQFXUHQ LDO

DFWLYLW

L VWUD

X WUHQG

-ul acesteia);

ILUPHL

vQ

FDGUXO

ILHF

UXL

'$6

GRPHQLX

GH

tegice).

2.2.1 Modelul Boston Consulting Group

&RQFHSWXO

GH

denumit FXUED
R WHQGLQ

FDUH

ED]

VWDW

GH H[SHULHQ

OD

ED]D

HODERU

ULL

DFHVWXL

PRGHO

HVWH

FHO

 vQ PXOWH VHFWRDUH GH DFWLYLWDWH VH FRQVWDW

GH GLPLQXDUH D FRVWXULORU XQLWDUH RGDW

FX DFXPXODUHD H[SHULHQ HL

vQ IDEULFDUHD UHVSHFWLYXOXL SURGXV 'LPLQXDUHD FRVWXULORU HVWH HIHFWXO DF LXQLL

FRQMXJDWH

XQRU

IDFWRUL

FXP

DU

GH]YROWDUHD HFKLSDPHQWHORU PRGLILF

QDWXU

IDFLOLWD

IDEULFD LD

IL

LPEXQ

LUHD

PHWRGHORU

GH

OXFUX

UL vQ FRQFHSHUHD SURGXVXOXL FDUH VXQW GH

DFHVWXLD

DPHOLRUDUHD

WHKQLFLORU

GH

VXU

control.

$FHVW PRGHO GHWHUPLQ

SULQ

FRPSDUDUHD

OLFKLGLW

DFWLYLWDWH FX OLFKLGLW
OLFKLGLW

IOX[XO QHW GH OLFKLGLW

LORU

JHQHUDWH

L OD QLYHOXO XQHL ILUPH

GHJDMDWH

GH

ILHFDUH

LOH DQJDMDWH DEVRUELWH

) . Pentru a aprecia nivelul

LORU JHQHUDWH VH LD vQ FRQVLGHUDUH FRWD GH SLD

12

GH LQXW

GH ILUPD vQ

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

FDX]

 H[SULP

vQ PRG UHODWLY vQ WLPS FH HYLGHQ LHUHD OLFKLGLW

LORU DEVRUELWH

VH IDFH SULQ ULWPXO GH HYROX LH D SLH HL

Ritmul de
HYROX LH D

Stele

Dileme

sectorului

10 %
Poveri

0,1 Cota de

C(8A87@(876543!(1)('%
& B   9 2  & $   2 2 &0 & &$
I CG
H

10

"    
#!

6XQW SXVH DVWIHO vQ HYLGHQ

SDWUX FDGUDQH ILHFDUH FX VHPQLILFD LH GHRVHELW

GLQ SXQFW GH YHGHUH DO IOX[XULORU QHWH GH OLFKLGLW

Astfel, n primul cadran, numit POVERI

L

VXQW

ILUPD QX GH LQH R SR]L LH GH SULP UDQJ SH SLD

HYROX LH

printr-R
DFWLYLW

SX LQ

E1F E E5B75 D


U HT'I Q P
S R

Vaci cu
lapte

VHPQLILFDWLY

VDX

LOH JUXSDWH vQ DFHVW FDGUDQ JHQHUHD]

ORFDOL]DWH

DFWLYLW

vQ

FDUH

 LDU SLD D HVWH FDUDFWHUL]DW

FKLDU

VWDJQHD]

JHQHUDO

XQ IOX[ QHW GH OLFKLGLW

L SX LQ

important, n unele cazuri chiar negativ.

Cadranul al doilea, numit VACI CU LAPTE
IOX[XUL

GH

OLFKLGLW

LPSRUWDQWH

FX

HVWH FHO vQ P

SUHFL]DUHD

ULWPXO SUHYL]LRQDW GH HYROX LH DO FHUHULL QX DVLJXU

VLPLODU

VXU

JH

SULPXOXL

nereze

FDGUDQ

R VXV LQHUH SH XQ RUL]RQW

larg de timp.

n cadranul al treilea VEDETE ( STELE)

SLH H

vQ

SOLQ

GH]YROWDUH

vQ

SOLQ

VH DIO

H[SDQVLXQH

DORFDUHD XQRU LPSRUWDQWH IRQGXUL SHQWUX D IDFH ID

vQ PRPHQWXO GH ID
GH OLFKLGLW

ILUPD HVWH OHDGHU SH SLD

L vQ DFH

SR]L LRQDWH DFWLYLW

F

URU

cu

QHFHVLW

FRQFXUHQ LORU FKLDU GDF

 'H DFHHD SH WRWDO IOX[XO QHW

st cadran este adesea nesemnificativ.

13

VXV LQHUH

LOH

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

VIkULW

vQ

FHO

GH

-al patrulea cadran, denumit DI LEME sunt localizate

LOH FDUH vQ SUH]HQW VXQW SX LQ SURILWDELOH GDU SHQWUX FDUH SURJQR]HOH

DFWLYLW

GH HYROX LH D FHUHULL VXQW RSWLPLVWH L FDUH QHFHVLW

vQ FRQVHFLQW

SHQWUX

FD

ILUPD

-L

IOX[XO QHW GH OLFKLGLW

&HOH GRX

DPHOLRUH]H

SR]L LD

SH

SLD

'LQ

SULQFLSLL GH ED]

DFWLYLW

LORU

DFHVWXLD V


HVWH

GHJDMDWH

L V

OD

QLYHO

JOREDO

YLDELO

HVWH

ILH SR]L LRQDW vQ FDGUDQXO

FRQFHQWUDUH

VH

HYLWD

]RQD

'HFL

R SXWHUQLF

SR]L LHL YDFL

JHQHUD OLFKLGLW

FD

DLFL

XQ

QHFHVDU FD FHQWUXO

YDFL

LL

DFWLYLW

GH

GH JUHXWDWH DO

FX

ODSWH

-un singur cadran. O

HVWH

VHPQXO

XQXL

VODE

SH WHUPHQ VFXUW DFHDVW

LORU

FX

ODSWH

GHRDUHFH

IXQF LD

DFHVWRUD

L SHQWUX D VXV LQH GH]YROWDUHD XQRU DFWLYLW

WUHEXLH

SRUWRIROLX

vQWU

politicii financiare (plata dividendelor, a datoriiORU

QHFHVDUH

UHQWDELOLWDWH

,GHQWLILFDUHD SULRULW

PHQ LQHUHD

VXV LQXW

FUHWHUH

SHQWUX

SRWHQ LDO GH FUHVWHUH SH WHUPHQ OXQJ FKLDU GDF

L

vaci cu lapte;

FRQFHQWUDUHD

vQ

SXWHUQLF

SR]L LH DVLJXU

FRQVLGHUHQWH

DOH GLDJQRVWLFXOXL GH DQVDPEOX VXQW

VH GRYHGHDVF

QHFHVDU

DFHVWH

L HVWH FHO PDL SUREDELO QHJDWLY vQ FD]XO DFHVWRU DFWLYLW

1. echilibrul dintre obiective trebuie asigurat printr-R

OLFKLGLW

LQYHVWL LL PDUL

FRUHVSXQG

QHYRLORU

GH

HVWH

GH

L WHQWDQWH VDX D
,QYHVWL LLOH

HWF

PHQ LQHUH

DFWXDOH D ILUPHL UHLQQRLUHD HFKLSDPHQWHORU FUHWHUHD SURGXFWLYLW

SR]L LHL
LL PXQFLL

vQ SDUDOHO FX DFFHOHUDUHD YLWH]HL GH URWD LH D DFWLYXOXL FLUFXODQW

OLFKLGLW

LOH JHQHUDWH GH FDGUDQXO DO GRLOHD WUHEXLH vQ SULQFLSLX V

YHGHWHOH

DWDFDWH

DXWRILQDQ HD]
GLOHPHORU

GH

WUH

 6H vQWDPSO

FRQFXUHQ L
vQV

vQ YHGHWH L V

DJUHVLYL

SULQFLSLX

FD XQ FRQFXUHQW V

VH

ODQVH]H

vQ

DFHVWHD

GRUHDVF

FXFHULUHD

XQHL

VXV LQ
VH

WUDQVIHUXO

FRWH GH SLD

UHSXQkQG vQ GLVFX LH VXSUHPD LD YHGHWHORU H[LVWHQWH

OLFKLGLW

LOH

JHQHUDWH

GH

DFWLYLW

DVLJXUDW SURSULD VXSUDYLH XLUH

LOH
V

YDFL
VXV LQ

cheltuielile reprezentnd iPSR]LWHOH

DFWLYLW

FX

ODSWH

WUHEXLH

GXS

YHGHWHOH DWDFDWH V

GLYLGHQGHOH

GREkQ]LOH

FH

DX

DFRSHUH
L

FkWHYD

L GLOHPH DOHVH MXGLFLRV 3ULQFLSLXO HVWH GH D QX GLVSHUVD QLFLRGDW

14

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

UHVXUVHOH vQWUH PXOWH DFWLYLW

L GLOHPH FL GH D OH GH]YROWD HIHFWLY SH FHOH

vQ FDUH ILUPD DUH DQVH GH D GHYHQL OHDGHU

Sunt nt kOQLWH

GRX

vQ SUDFWLF

VLWXD LL SURSLFH SHQWUX R DVWIHO GH VWUDWHJLH

a) leader- ul actual este vulnerabil

GH

H[HPSOX

vQGHSOLQHWH FRQGL LD GH HFKLOLEUX vQ SULYLQWD OLFKLGLW

GH WLS YHGHW

b)

SRUWRIROLXO

LORU L DFWLYLW

LOH VDOH

QX VXQW VXV LQXWH GH UHVXUVHOH GHJDMDWH GH DOWH DFWLYLW

ILUPD FRQFXUHQW

vPSDUWH FRVWXULOH vQWUH DFWLYLW

GRPHQLL GH DFWLYLW

L YHGHW

QX

L

L DOWH

L VWUDWHJLFH

Q FHHD FH SULYHWH SRYHULOH vQ YLUWXWHD UHJXOLL GH QRQ

-diluare a resurselor

DEDQGRQDUHD DFHVWRUD LPHGLDW

HVWH UHFRPDQGDW

WRWXL vQ YHGHUH GRXD SRVLELOLW

1.

XQD

vQ

FRQVW

vPSDUWH

 3RW IL DYXWH

L

PHQ LQH

FRVWXULOH

VDX SURJUHVLY

IL[H

FX

DFWLYLWDWH
R

SRYDU

DFWLYLWDWH

YDF

GDF
FX

DFHDVWD

ODSWH

GH

exemplu;
2.

DOWD

FRQVWD

vQ

UHVHJPHQWDUHD

DFWLYLW

LORU

gen poveri cu

scopul de a identifica subansamble, segmente mai dinamice.

2GDW

FX HYHQWXDOD LGHQWLILFDUH D DFHVWRUD YD XUPD R GXEO

PLFDUH

LQYHVWL LL vQ QRXO VHJPHQW L DEDQGRQXO UHVWXOXL

Limitele modelului BCG

3ULPD OLPLW
WHPHLQLF

D PRGHOXOXL SUH]HQWDW HVWH JHQHUDW

IXQGDPHQWDWH

FRQVLGHUDW

XQ VHFWRU V

UDWD

%&*

FUHWHUH

VXUDUH D DWUDFWLYLW

VHFWRUXOXL

PRWLYH
V

ILH

LL XQXL VHFWRU 0

UDWD GH FUHWHUH QX HVWH VLQJXUXO HOHPHQW F

e face ca

UHFXQRVFXW

UHQWDELOLWDWH

QX

HVWH

FRQVHFLQW

DFWLYLWDWH

GH

QX H[LVW

ILH DWUDFWLY Q IDSW FULWHULLOH GH DWUDFWLYLWDWH WUHEXLH UHODWLYL]DWH vQ

IXQF LH GH ILHFDUH ILUP



FD

FD LQGLFDWRU XQLYHUVDO GH P

3RUWHU D GHPRQVWUDW F

SHQWUX

GH IDSWXO F

OLQHDU

L
YDFL

UHOD LD

FUHVF
FX

GLQWUH

WRDUH

GHFkW

ODSWH

FH

15

FRWD
vQ

GH

SLD

UHODWLY

LQGX

striile de volum. n

HYROXHD]

vQWU

-o industrie

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

IUDJPHQWDW

QX

JHQHUHD]

FRQFXUHQ LORU

ntr-un sistem

FRQFXUHQ LDO

SRYDU

DFWLYLWDWH

GLQWU XQ

VHFWRU

UHQWDELO

GHFkW

FDSLWDOLVWLF

REOLJDWRULX
SRYDU
ED]DW

FX

VODEH

DFWLYLWDWH

SH

SRDWH

FX

GHJDMD

VSHFLDOL]DUHD

LQWHQVLW

YDF

OLFKLGLW

vQ

VXSHULRDUH
OLFKLGLW

FX

DOH

VHPQLILFDWLYH

SURGXF LH

FDSLWDOLVWLFH

ODSWH

FHORU

SRDWH

DFWLYLWDWH

IL

PXOW

SXWHUQLF

PDL

LQWHQVLWDWH

2.2.2 Modelul Arthur D. Little

8WLOL]HD]

SHQWUX DSUHFLHUHD SR]L LHL VWUDWHJLFH D ILUPHL SH SLD

GRX

FULWHULL L

anume:

vQ FDUH VH DIO

ID]D GLQ FDGUXO FLFOXOXL GH YLD

VHFWRUXO UHVSHFWLY

de activitate;

SR]L LD FRQFXUHQ LDO

GH LQXW

GH F

WUH ILUP

vQ UHVSHFWLYXO VHFWRU

de activitate.

Pentru aprecierea primului criteriu

FDUH PHQ LRQ

VH DX vQ YHGHUH PDL PXO L LQGLFDWRUL vQWUH

P

UDWD GH FUHWHUH

QXP

GLVWULEX LD FRWHORU GH SLD

stabilitatea clientelei

VWDELOLWDWHD FRWHORU GH SLD

tehnologie.

UXO GH FRQFXUHQ L

16

U GH FRQFXUHQ L

> 10 %

FUHWHUH

6WDELOLWDWH vQ FUHWHUH

n curs de concentrare

)UDJPHQWDW

Factori cheie

)XQF LD

3R]L LD FRQFXUHQ LDO

Tehnologie

de

17

succes

6FKLPE

)RU

5H HD GH GLVWULEX LH

Imagine

&RPSHWHQ H WHKQLFH

Gradul de integrare
&RVWXO GH SURGXF LH

GH YkQ]DUH

GH YkQ]DUH

3UH

([SHULHQ

GH SLD

&DSDFLWDWH GH SURGXF LH

&RPHUFLDO
&RW

WRDUH

VWDELO

6WDELO

'HVWXO GH VWDELO

6WDELO

&RQFHQWUDW

Stabil sau n diminuare

0 10 %

maturitate

Rentabilitate

Flexibilitate

WRU

)RDUWH VWDELO

)RDUWH VWDELO

)RDUWH VWDELO

VDX

IRDUWH

Organizare

FRQFHQWUDW

IUDJPHQWDW

)RDUWH

ILQDQFLDU

ILQDQFLDU
,QGHSHQGHQ

6WUXFWXU

)LQDQFLDU

declin
0LQLP VDX vQ UHGXFHUH DFFHQWXDW

< 0%

SULQ SULVPD IDFWRULORU FKHLH GH VXFFHV UHOLHID L vQ FDGUXO WDEHOXOXL XUP

3URGXF LH

HVWH DSUHFLDW

(YROX LH UDSLG

,QVWDELO

Stabilitatea cotelor de

SLD

6WDELOLWDWH vQ FUHWHUH

,QVWDELO

Maxim

Q FUHWHUH

demaraj

Stabilitatea clientelei

SLD

'LVWULEX LD FRWHORU GH

1XP

5DWD GH FUHWHUH

I ndicatori

Faza de maturitate a sectorului

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

SXWHUQLF

IDYRUDELO

QHIDYRUDELO

PDUJLQDO

HODERUDW

18

WUH

ADL DUDW

,QYHVWL LL PDUL SHQWUX DPHOLRUDUHD SR]L LHL

0DUJLQDO

]XW

5HQWDELOLWDWH VF

1HIDYRUDELO

5HQWDELOLWDWH VF

]XW

Rentabilitate medie

Rentabilitate medie

)DYRUDELO

,QYHVWL LL PDUL SHQWUX DPHOLRUDUHD SR]L LHL

,QYHVWL LL PLFL

,QYHVWL LL PDUL SHQWUX PHQ LQHUHD SR]L LHL

3XWHUQLF

Maturitate
5HQWDELOLWDWH ULGLFDW

&UHWHUH

DVWIHO

5HQWDELOLWDWH ULGLFDW

Demaraj

GH F

Declin

vQFDGUDUHD ILUPHL vQWU XQD GLQ XUP

'RPLQDQW

3R]L LD FRQFXUHQ LDO

Maturitatea sectorului

0DWULFHD GH DQDOL]

GRPLQDQW

FRQFXUHQ LDOH

Q IXQF LH GH JUDGXO GH UHDOL]DUH D IDFWRULORU PHQ LRQD L DQWHULRU VH UHDOL]HD]

WRDUHOH SR]L LL

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

2ULHQW

19

UJLQDO

1HIDYRUDELO

)DYRUDELO

3XWHUQLF

'RPLQDQW

FRQFXUHQ LDO

3R]L LD

sectorului

Maturitatea
Maturitate

6(/(&7,9

Declin

ABANDON

DEZVOLTARE

'(=92/7$5( 1$785$/

&UHWHUH

prezentat anterior sunt:

Demaraj

ULOH VWUDWHJLFH VXJHUDWH SULQ DQDOL]D PRGHOXOXL

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

n accepiunea ADL, dezvoltarea natural presupune angajarea tuturor

resurselor necesare pentru a susine evoluia activitilor. Este similar
strategiilor crete i construiete pentru activitile n demaraj i cretere i
strategiilor pstreaz i menine pentru cele la maturitate i declin.
Dezvoltarea selectiv se impune pentru activitile cu o poziie
concurenial medie ori slab, obiectivul fiind de a atinge o poziie mai
bun, i deci, o rentabilitate superioar. Abandonul este preferabil pentru
activitile cu randament slab sau n care poziia concurenial a firmei
este slab.
2.2.3. Matricea McKinsey
n tabloul strategic de tip McKinsey avem de-aface de asemenea cu
poziia concurenial i soliditatea afacerii firmei, ns ceva mai elaborate
din punctul de vedere al evalurii factorilor-cheie, iar cea de-a doua
dimensiune ine seama de atractivitatea pe termen lung a ramurii pentru
firm. Atractivitatea ramurii pentru firm se determin ca medie ponderat
ntre coeficienii de importan ai factorilor de atractivitate alei, notarea
situaiei firmei din punctul de vedere al acelui factor, de obiecei pe o scar
de la 1 la 4, i determinarea n final prin nsumare a totalului atractivitii
ramurii pentru firm. Factorii cel mai adesea utilizai sunt: mrimea pieei
i rata de cretere a acesteia; marjele de profit estimate; intensitatea
concurenei; economiile de scar; mediul politic, social i legal, barierele
de intrare i ieire; eventualele oportuniti i pericole; nevoile de capital i
tehnologie; etc.
Pentru a evalua poziia concurenial i soliditatea afacerii firmei n acea
ramur, se folosete aceai tehnic de determinare a unei sume
ponderate ntre coeficienii de importan ai factorilor alei i nota firmei la
acel factor. Factorii cei mai utilizai sunt: cota relativ de pia; marja
profitului; abilitatea de a concura preurile i calitatea rivalilor; cunoaterea
pieei i a clienilor; punctele slabe i tari; capabilitile tehnologice;
experiena managementului; .a.

20

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

n reprezentarea grafic a matricei McKinsey (sau matricea General

Electric, cele dou firme perfectnd mpreun abordarea), cercurile sunt
proporionale cu mrimea ramurii de activitate iar sectorul de cerc
reprezint cota de pia pe care o deine firma n acel domeniu. Graficul
prezint de asemenea, recomandrile strategice propuse de McKinsey
pentru fiecare afacere funcie de poziia ocupat de aceasta.
Poziia concurenial i soliditatea firmei
Slab

Moderat Mare

Medie

Mic

Atractivitatea domeniului

Puternic

2.2.4. Metoda PIMS (Profit Impact of Market Strategy)

Aceast

metod

se

bazeaz

pe

analiza

unei

baze

de

date

informatizate la care particip cteva sute de firme i de grupuri care-i

desfoar activitatea n diverse domenii.
Firmele
structura

furnizeaz

informaii

organizatoric,

legate

relaiile

cu

de

obiectul

mediul

de

intern

activitate,
i

extern,

informaii privind indicatorii de performan, informaii privind piaa i

concurena, precum i diverse informaii previzionale.
n schimb, firmele primesc informaii legate de sectorul unde-i
desfoar activitatea sau n care ar dori s ptrund.

21

Metode cantitative de analiza economica - curs Master AAI, anul II, semestrul 1

Prin prelucrarea acestor informaii s-a ajuns la concluzia c 30 de variabile

strategice determin 70% din performanele unei ntreprinderi, restul de
30% fiind explicate prin aspectele unei mai bune gestiuni sau prin
elemente aleatoare.

Principalele variabile care acioneaz asupra performanelor firmei pot fi

grupate astfel:

variabile ce in de poziia concurenial;

variabile ce in de caracteristicile sectorului;

variabile ce in de structura capitalului i a produciei;

variabile ce in de mediul economic i pia.

22