Marketing - Lectia 3 - Analiza Concurentei

download Marketing - Lectia 3 - Analiza Concurentei

of 5

Transcript of Marketing - Lectia 3 - Analiza Concurentei

  • 7/30/2019 Marketing - Lectia 3 - Analiza Concurentei

    1/5

    Ckf~jd 6 `jv

    DMDCJXD FEMF[PKMKJ

    Dd f{a rpkfjxd Ajfldkc K- Rep~kp Femf{pkmd k gdf~ep{c nk~kpajmdm~# kvkmjdc m v{ffkv{cvd{ kkf{c gjpakcep-

    K|jv~ rd~p{ aenkck kfemeajfk okmkpdck dck femf{pkmkj8 femf{pkmd r{p# aemerec{c#ecjoerec{c j femf{pkmd aemerecjv~-

    E rjd femf{pkmjdc r{p kv~k fdpdf~kpjxd~ nk {m m{ap adpk nk wmx~epj# fdpk egkprpen{vk v~dmndpnjxd~k cd {m m{ap adpk nk femv{ad~epj `jmk jmgepadj nkvrpk rjd-

    m~p!{m aemerece gjpa fem~peckdx njm ~ed~k r{mf~kck nk wknkpk ,fdm~j~j egkpj~k# rpk* rjddrpen{v{c{j rkm~p{ fdpk m{ k|jv~ v{`v~j~{kmj drperpjdj-

    Ecjoerec{c kv~k dfkd gepa nk femf{pkm kfemeajf m fdpk {m m{ap ajf nk gjpak neajmrjdd {m{j rpen{v vd{ vkpwjfj{-

    m~p!e femf{pkm aemerecjv~ k|jv~ {m m{ap adpk nk egkp~d~epj fdpk egkp rpen{vk vjajcdpk

    ndp m{ jnkm~jfk# ae~jw rkm~p{ fdpk kj re~ k|kpfj~d e edpkfdpk rpkvj{mk dv{rpd femv{ad~epjcep-Njm r{mf~ nk wknkpk dc adpik~jmo{c{j# dnjf dc d~pdokpjj wkmj~{pjcep femv{ad~epjcep# e gjpa vk

    femgp{m~ f{ ~pkj ~jr{pj nk femf{pkm8

    4- femf{pkmd cd mjwkc{c rpen{v{c{j# kv~k femf{pkmd njpkf~ njm~pk gjpak f{ egkp~k nkrpen{vk j vkpwjfjj vjajcdpk9

    0- femf{pkmd cd mjwkc{c fd~koepjkj nk rpen{vk# kv~k femf{pkmd jmnjpkf~ f{ gjpakckfdpk feakpfjdcjxkdx rpen{vk j vkpwjfjj njgkpj~k akmj~k v vd~jvgdf dfkckdj mkwej#dnjf femf{pkmd f{ rpen{vkck j vkpwjfjjck v{`v~j~{km~k9

    6- femf{pkmd cd mjwkc{c ~e~dc dc rjkkj# kv~k femf{pkmd okmkpdc m~pk ~ed~k gjpakckrkm~p{ d~pdokpkd wkmj~{pjcep femv{ad~epjcep-

    m femfepndm f{ fkpfk~pjck kgkf~{d~k nk rpegkvep{c Ajfldkc Rep~kp# gepkck fdpk nk~kpajmfemf{pkmd m fdnp{c {m{j vkf~ep jmn{v~pjdc v{m~8 pjwdcj~d~kd9 dakmjmdpkd mejcep wkmjj9dakmjmdpkd rpen{vkcep v{`v~j~{km~k9r{~kpkd g{pmjxepjcep9 jr{~kpkd fcjkmjcep# Gjo{pd 44-

    Gjo{pd 44- Aenkc{c Rep~kp dc fkcep ; gepk femf{pkmjdck

    00

    DakmjmdpkdMejcep Wkmjj

    Pjwdcj~d~kd

    DakmjmdpkdV{`v~j~{kmjcep

    R{~kpkdG{pmjxepjcep R{~kpkdF{arp~epjcep

  • 7/30/2019 Marketing - Lectia 3 - Analiza Concurentei

    2/5

    Pjwdcj~d~kd

    Admkwpkck gjpakcep femf{pkm~k d{ pkrpkxkm~d~ m~e~nkd{md kckakm~{c fkm~pdc dc dpkmkjfemf{pkmjdck- Kckakm~kck fdpk fpkdx njgkpkmd m~pk gjpakck femf{pkm~k m aknj{c jmn{v~pjdcv{m~8 fdcj~d~kd j wdcedpkd nk {~jcjxdpk d rpen{v{c{j%vkpwjfj{c{j egkpj~# vkpwjfjjck rev~!wmxdpk#

    pdrjnj~d~kd cjwppjcep# rpk{c j gdfjcj~jck cd rcd~ egkpj~k# k|jv~kmd {mkj odak fearck~k d egkp~kj-Pjwdcj~d~kd kv~k r{~kpmjf d~{mfj fmn8 Femf{pkmjj v{m~ m{akpej# m fpk~kpk j nk apjak drperjd~ Pd~d nk fpk~kpk d fkpkpjj d~{mfj fmn rjdd fpk~k pdrjn k|jv~ nkv~{c cef rkm~p{

    adhepj~d~kd femf{pkmjcep# fmn m{ k|jv~ fpk~kpk vd{ dfkdv~d kv~k ckm~# gjpakck k|~jmvk#fdrj~dcjxd~k j f{ k|fkv nk fdrdfj~d~k jmjjdx pkn{fkpj nk rpk{pj nkfcdmmn `~cjd

    rkm~p{ fe~d nk rjd fdpk dnkvkd pkx{c~ m kcjajmdpkd gjpakcep vcd`k j adj r{jmkgjfjkm~k9 pda{pd jmn{v~pjdc vk femvecjnkdx m~p!{m m{ap adj ajf nk gjpak# ndp adj

    r{~kpmjfk Rpen{vkck vd{ vkpwjfjjck v{m~ v~dmndpn! d`vkmd njgkpkmjkpjj rpen{vkcep femn{fk cd

    jm~kmvjgjfdpkd femf{pkmkj# femv{ad~epjj adj r{jmj gjnkcj apfjj r{~mn ~pkfk {ep nk cde adpf cd dc~d Fev~{pjck gj|k v{m~ adpj M{ v{m~ fev~{pj nk vflja`dpk vj~fljmo fev~ d apfjj d~{mfj fmn femv{ad~epjj

    mpkojv~pkdx fev~{pj ajfj rkm~p{ d vflja`d adpfd @dpjkpkck nk jkvjpk v{m~ adpj

    Rkpjfec{c mejcep wkmjj

    R~p{mnkpkd nk mej femf{pkmj dpk fd kgkf~ jaknjd~ pkn{fkpkd fkpkpjj njvremj`jck rkm~p{femf{pkmjj nkhd jmv~dcdj# apjmn jm~kmvj~d~kd femf{pkmkj- Dfkv~ rkpjfec wd gj fem~pdfdpd~ rpjmk|jv~kmd `dpjkpkcep cd jm~pdpk-

    @dpjkpkck cd jm~pdpk femv~j~{jk dmvda`c{c njgjf{c~jcep rk fdpk femf{pkmjj re~kmjdcj ck d{ nkmgp{m~d~ rkm~p{ d r~p{mnk m vkf~ep{c jmn{v~pjdc j vk femfpk~jxkdx rpjm fev~{pj nk jmv~dcdpkpjnjfd~k-

    Rpjmfjrdckck v{pvk nk `dpjkpk nk r~p{mnkpk m~p!e pda{p v{m~8 kfemeajjck nk vfdp9 k|jv~kmdkgkf~kcep f{p`kcep nk k|rkpjkm ,mwdpk*9 rpkgkpjmd cd e dm{aj~ adpf j cejdcj~d~kd,gjnkcj~d~kd* fcjkmjcep okmkpkdx kgep~{pj v{rcjakm~dpk nk adpik~jmo rkm~p{ d d~pdok fcjkmjj9fdrj~dc{c mkfkvdp9 nkxdwdm~dhkck nk fev~ mkckod~k nk kfemeajjck nk vfdp f{a dp gj8 dffkv{c cd fkjadj jkg~jmj g{pmjxepj# ef{rd~ nkhd nk gjpakck k|jv~km~k# darcdvdpk `{m# dfljxjjd nk df~jwk gj|k maknj{ mkjmgcdjemjv~# cjrvd rd~km~kcep vd{ d dffkv{c{j cd ~klmeceojj# k~f9 dffkv{c cd fdmdckck nknjv~pj`{jk-

    Fkd adj nkv m~cmj~ `dpjkp cd jm~pdpk kv~k rpk{c- Gjpakck nkhd jmv~dcd~k m neakmj{# rkm~p{ dnkvf{pdhd mejj wkmjj# vfdn a{c~ rpk{c vdfpjgjfmn dv~gkc rpegj~{pjck jaaknjd~k m gdwedpkd fkcep

    rk ~kpakm c{mo- Nk fk {m rpk vfx{~ dp ~pk`{j v vrkpjk {m me{ wkmj~5 Dfkv~d kv~k {m vkamdc fgjpakck nkhd k|jv~km~k rpen{f f{ fev~{pj gedp~k pkn{vk# dwmn adphk fdpk ck rkpaj~ pkn{fkpkd

    rpk{pjcep# cd fdpk mejj wkmjj m{ wep r{~kd v{rpdwjk{j- Ndp rkm~p{ d gj kgjfjkm~ dfkv~ vkamdc~pk`{jk v gjk fpknj`jc# dc~gkc mejj wkmjj wep fpknk f kv~k nedp rkm~p{ d!j vrkpjd j d!j mnkrp~d nkvkf~ep-

    Nkrjpkd dfkv~ep `dpjkpk cd jm~pdpk mkfkvj~ fdrj~dc{pj jarep~dm~k rkm~p{ d kgkf~{d jmwkv~jjj mfdrdfj~jck nk rpen{fjk# m fkpfk~dpk!nkxwec~dpk vd{ m r{`cjfj~d~k-

    Rkpjfec{c rpen{vkcep v{`v~j~{km~k[m rpen{v v{`v~j~{km~ k|kpfj~ e rpkvj{mk rkpadmkm~ dv{rpd rpegj~{pjcep rk fdpk ck red~k

    rpk~jmnk e jmn{v~pjk rkm~p{ f rpk{c j njvremj`jcj~d~kd dfkv~{jd nk~kpajm {m rcdgem nk rpk

    06

  • 7/30/2019 Marketing - Lectia 3 - Analiza Concurentei

    3/5

    rkm~p{ rpen{v{c v{`v~j~{j~# j nkfj j e cjaj~ d rpegj~{c{j- Ndf rpen{f~epjj rpen{v{c{j v{`v~j~{j~m{ re~ a`{m~j fdcj~d~kd j pkn{fk rpk{c ,nk k|karc{ rpjm pkn{fkpkd fev~{pjcep* kj pjvf e pd~mfkd~ nk fpk~kpk d wmxpjcep j rpegj~{c{j-

    F{ rpjwjpk cd dfkcdj gkmeakm rpk# gjpad ~pk`{jk v gjk d~km~ cd kwec{jjck ~klmeceojfkv{vfkr~j`jck d dgkf~d g{mfjd rpen{vkcep vdck- Kv~k f{mevf{~ gdr~{c f# e c{mo rkpjedn nk ~jar#jmn{v~pjd fkdv{pjcep nk am m{ d wx{~ rkpjfec{c gjcjkpkj kckf~pemjfk ,aem~dpk f{ f{dp*-

    Nk dvkakmkd# femf{pkmd v{`v~j~{kmjcep vk dffkm~{kdx ndf fev~{pjck j kgep~{pjckf{arp~ep{c{j nk d vflja`d rpen{v{c jmjjdc f{ v{`v~j~{km~{c v{m~ ajfj vd{ jmk|jv~km~k-

    R{~kpkd g{pmjxepjcepj f{arp~epjcep

    Rkm~p{ d av{pd rkpjfec{c rk fdpk dfkv~k rpkvj{mj c re~ rperdod m neakmj{c nk df~jwj~d~kv~{njd~# ~pk`{jk k|dajmd~k pkcdjjck rk fdpk ck dm~pkmkdx vkf~ep{c f{ g{pmjxepjj# drej f{ fcjkmjj-Dfkckdj fpj~kpjj v{m~ wdcd`jck rkm~p{ fkj nej nkedpkfk d{ fd vfer kwdc{dpkd pkcdjkj fdpk ckdo {mg{pmjxep nk fcjkm~{c v{# m rdp~jf{cdp# rexjjd nk gep nk fdpk red~k njvr{mk {m{c gd nk fkccdc~-Dfkv~k fpj~kpjj v{m~ {pa~edpkck8

    femfkm~pdpkd pkcd~jw d {m{j vkf~ep m pdrep~ f{ dc~{c vk pkgkp cd njv~pj`{jpkdvkoakm~kcep nk rjd rk {m m{ap adj adpk vd{ adj ajf nk gjpak- E femfkm~pdpk adjdffkm~{d~ femgkp vkf~ep{c{j e r{~kpk nk mkoefjkpk v{rkpjedp# nkfj e fdrdfj~d~k nk

    rpkvj{mk dv{rpd dc~epd- Pdrep~{pjck njm~pk rpen{f~epjj jmn{v~pjdcj gedp~k njvrkpvdj j {madpk njv~pj`{j~ep gedp~k femfkm~pd~ kv~k {m `{m k|karc{8 {c~ja{c j jar{mk m~e~nkd{md

    r{mf~{c nk wknkpk9 jarep~dmd fdcj~jj ad~kpjkj rpjak m rpen{v{c gjmj~vkamjgjf gdr~{c f ndf wdcedpkd

    {m{j rpen{v vd{ vkpwjfj{ pkdcjxd~ nk {m vkf~ep kv~k nk~kpajmd~# m adpk av{p# nkfdcj~d~kd d~dd~ nk g{pmjxep{c ad~kpjkj rpjak# d~{mfj# gd nk vkf~ep{c fcjkm~# g{pmjxep{cnkjmk e r{~kpk nk mkoefjkpk jarep~dm~- Kv~k fdx{c# nk k|karc{# dc rpen{f~epjcep nkajfperpefkvedpk gd nk rpen{f~epjj nk fdcf{cd~edpk9

    njgkpkmjkpkd rpen{vkcepk|rpja njgjf{c~d~kd v{`v~j~{jpjj nk cd {m{c cd dc~{c j femgkp edm{aj~ r{~kpk d g{pmjxep{c{j dv{rpd fcjkm~{c{j v{- Njare~pjw# m fdx{c m fdpkrpen{vkck v{m~ `dmdcjxd~k# fcjkm~{c kv~k fkc fdpk rpkjd r{~kpkd-

    fev~{c nk vflja`dpk ,vj~fljmo fev~* kv~k e pkx{c~dm~ d {c~jajcep nej gdf~epj j vkavedp rpjm flkc~{jkcjck mkfkvdpk vflja`pjj g{pmjxep{c{j- F{ f~ fev~{c nk ~pdmvgkp kv~kadj adpk# f{ d~~ kv~k adj nkwe~d~ fcjkm~{c g{pmjxep{c{j v{# jdp r{~kpkd dfkv~{jd njm{pa kv~k adj adpk- Vk femv~d~ f# m okmkpdc# fev~{c kgkf~jw kv~k v{rkpjep fkc{jdm~jfjrd~# fkkd fk m~pk~k gjnkcj~d~kd fcjkm~{c{j gd nk g{pmjxep9

    revj`jcj~jck nk jm~kopdpk wkp~jfdc cd {m fev~ dffkr~d`jc9 dv~gkc# jm~kopdpkd m dwdcfemgkp g{pmjxep{c{j e r{~kpk nk mkoefjkpk jarep~dm~ gd nk fcjkm~{c v{- Dfkkdjdmdcjx kv~k wdcd`jc j rkm~p{ fcjkm~{c fdpk vk jm~kopkdx m daem~k- Kv~k f{mevf{~ gdr~{c

    f a{cj rpen{f~epj nk ~k|~jck j femgkfjj j!d{ nkxwec~d~ rperpjd pkkd nk njv~pj`{jk#jdp# adj pkfkm~# njv~pj`{j~epjj rpen{vkcep dcjakm~dpk jmwkv~kvf m rpen{fjk ,nk k|karc{#{mj~j njm jmn{v~pjd cdr~kc{j j nkxwec~ rperpj{c kr~kc k~f-*9

    femfkm~pdpkd vflja`{pjcep femgkp e r{~kpk nk mkoefjkpk jarep~dm~ vkf~ep{c{j fdpkpkrpkxjm~ rkm~p{ vkf~ep{c rdp~kmkp {mjf{c v{ fcjkm~ vd{ g{pmjxep- Pjvf{c {mkj rpkd adpjfemfkm~ppj d wmxpjcep rk {m vjmo{p ~jr nk fcjkm~kc kv~k `jmk f{mevf{~- G{pmjxepjjpeamj nk kfljrdakm~k rkm~p{ d{~eae`jck d{ e rexjjk njgjfjc nkedpkfk cjwpkdx m{adjvefjk~jj feakpfjdck Ndfjd Rj~k~j8 dfkdv~d j red~k {ep jar{mk femnjjjck kj-

    Kwjnkmd femf{pkmjcep

    E aendcj~d~k kgjfjkm~ nk d jmk kwjnkmd femf{pkmkj kv~k m~efajpkd {mkj cjv~k f{ ~ed~kgjpakck fdpk femf{pkdx rkm~p{ d~pdokpkd fcjkmjcep jm~- [pa~edpkck jmgepadjj dp ~pk`{j jmfc{vkm dfkdv~ cjv~ rkm~p{ gjkfdpk femf{pkm~8

    0>

  • 7/30/2019 Marketing - Lectia 3 - Analiza Concurentei

    4/5

    m{akck gjpakj j jmgepadjjck nk fem~df~ ,dnpkv# ~kckgem# gd|# k` vj~k# rkpvedmk nk

    fem~df~*

    m{ap{c nk {mj~j nk dgdfkpj# v{f{pvdck# gjcjdck

    m{ap nk dmodhdj

    wmxpj dm{dck

    rpegj~

    fe~d nk rjd

    rjkkck jm~

    fcjkmjj rpjmfjrdcj%flkjk

    ~klmeceojd {~jcjxd~

    v~pd~kojd nk rpk

    `{ok~{c nk adpik~jmo

    fdmdckck nk njv~pj`{jk {~jcjxd~k ,m{ap{c nk njckpj# njv~pj`{j~epj*

    v~pd~kojd rpjwjmn jm~pen{fkpkd mejcep rpen{vk

    Kwdc{dpkd femf{pkmjcep j d rexjjkj rperpjkj gjpak m pdrep~ nk dfk~jd

    E ak~en {edp nk kwdc{dpk d femf{pkmkj j d e feardpd f{ rperpjd gjpa# kv~k nk d dcf~{j eopjc nk kwdc{dpk rk `dxd gdf~epjcep flkjk nk v{ffkv ,wdpjd`jckck femf{pkmjdck*# fdpk v femjmfkj adj jarep~dmj femf{pkmj j gjpad rperpjk ,~d`kc{c nk adj hev*- Vk dfepn me~k nk cd 4 1

    rexjjk gedp~k vcd`# cd > 1 rexjjk gedp~k r{~kpmjf# m gjmdc mv{amn{!vk me~kck j nk~kpajmmn{!vk r{mf~dh{c okmkpdc df{a{cd~- Dfkdv~ ~klmjf kv~k f{mevf{~ fd Ad~pjfkd Rpegjc{c{jFemf{pkmjdc-

    GjpakFdpdf~kpjv~jfj

    Gjpadrperpjk

    Femf{pkm~4

    Femf{pkm~0

    K~f

    Pkv{pvk gjmdmfjdpk^dckm~{c admdokpjdcRpko~jpkd pkv{pvkj {admk^klmeceojd {~jcjxd~Fdcj~d~kd j rkpgepadmd

    rpen{v{c{jDnkfwdmd cjmjkj nk rpen{vkFdrdfj~d~kd nk rpen{fjk%vkpwjpkFdmdckck nk njv~pj`{jkG{pmjxepjj j pkcdjjck f{ dfk~jdD`jcj~jck nk adpik~jmoDarcdvdakm~Jadojmk okmkpdcFcdvdakm~ okmkpdc dcfeark~j~jwj~jj

    E kwdc{dpk adj fearck| vk red~k pkdcjxd rpjm dfepndpkd nk fekgjfjkmj nk jarep~dm gjkfp{j

    gdf~ep g{mfjk nk jarep~dmd dfkv~{jd cd e`jmkpkd v{ffkv{c{j m pda{pd pkvrkf~jw ,{mjj gdf~epjgjjmn adj jarep~dmj nkf~ fkjcdcj m e`jmkpkd v{ffkv{c{j*- Drej# gjkfdpk me~ vk remnkpkdx f{

    0;

  • 7/30/2019 Marketing - Lectia 3 - Analiza Concurentei

    5/5

    fekgjfjkm~{c nk jarep~dm dcefd~ gdf~ep{c{j pkvrkf~jw# j rpjm mv{adpk vk e`jmk aknjd remnkpd~okmkpdc fdpk dpd~ rexjjd gjkfpkj gjpak m dpkmd femf{pkmjdc d pda{pjj pkvrkf~jwk-

    07