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ÎNTREPRINDERII
2.1. (OHPHQWH GHILQLWRULL SHQWUX DYDQWDMXO FRQFXUHQ LDO DO

întreprinderii
2.2. Strategiile firmei
2.3. Strategiile tehnologice
2.4. 3R]L LRQDUHDVWUDWHJLF DvQWUHSULQGHULL

Prin strategie YRP vQ HOHJH DQVDPEOXO UHOD LLORU SH FDUH vQWUHSULQGHUHD vQ FDOLWDWH GH VXE -
VLVWHP GRUHúWH V  OH VWDELOHDVF  FX VLVWHPXO F UXLD vL DSDU LQH UHVSHFWLY FX VHFWRUXO vQGXVWULDO vQ

FDUHvúLGHVI úRDU DFWLYLWDWHD

Strategia UHSUH]LQW  DQVDPEOXO GH DFWLYLW L FDUH YL]HD]  SXQHUHD GH DFRUG D UHVXUVHORU úL

QHYRLORU DFWXDOH DOH ILUPHL FX UHVXUVHOH úL QHYRLOH YLLWRDUH DORFkQG DFXP UHVXUVH (umane,
ILQDQFLDUH WHKQRORJLFH UHOD LRQDOH care vor angaja firma pe termen lung, cu scopul de a-i conferi
XQDYDQWDMFRQFXUHQ LDOGHFLVLYGXUDELOúLSRVLELOGHDS UDW

Strategia UHSUH]LQW DOHJHUHDGRPHQLLORUGHDFWLYLWDWHvQFDUHvQWUHSULQGHUHDvQ HOHJHV ILH

SUH]HQW  úL DORFDUHD UHVXUVHORU DVWIHO vQFkW HD V  VH PHQ LQ  úL V  VH GH]YROWH (în acele domenii
alese).
6H GHILQHúWH domeniul de activitate, FDUH HVWH XQLWDWHD HOHPHQWDU  YL]DW  GH R VWUDWHJLH FD

fiind DQVDPEOXO DFWLYLW LORU XQHL vQWUHSULQGHUL FDUH SUH]LQW  HOHPHQWH VLPLODUH vQ FHHD FH SULYHVF

UHVXUVHOH úL FRPSHWHQ HOH úL FDUH DX úDQVH GH VXFFHV FRPXQH . Fiecare din domenii va avea o
VWUDWHJLHSHQWUXFDUHVHYRUXUP ULHOHPHQWH

ƒ nivelul de angajare în domeniu;

ƒ RELHFWLYHOHúLFOLHQWHODYL]DW 

ƒ DOHJHUHDHOHPHQWHORUGHDYDQWDMFRQFXUHQ LDO

ƒ tehnologiile folosite;
ƒ integrarea veUWLFDO 
ƒ PRGXOGHGH]YROWDUHDOLDQ HSRVLELOH

ƒ LQWHUFRQH[LXQLOHFXDOWHDFWLYLW LVWUDWHJLFHDOHvQWUHSULQGHULL

(OHPHQWHOHFDUHGHWHUPLQ SR]L LRQDUHDVWUDWHJLF DvQWUHSULQGHULLVXQW

ƒ *DPDGHSURGXVHSHFDUHRUHDOL]HD] 

ƒ 3LD DVDXSLH HOHYL]DW  (e);

ƒ 0RGXOGHGLVWULEX LHúLGHFRPHUFLDOL]DUHDSURGXVHORU

ƒ 9ROXPXOYkQ] ULORU

ƒ Tehnologiile folosite;
ƒ $FWLYLWDWHD5 'úLDFKL]L LLOHGHWHKQRORJLH

ƒ Sistemul financiar-contabil.
 †(OHPHQWHOHGHILQLWRULLSHQWUXDYDQWDMXOFRQFXUHQ LDODO

întreprinderii.
$YDQWDMXO FRQFXUHQ LDO poate fi definit ca YDORDUHD VXSOLPHQWDU  SH FDUH R ILUP  R SRDWH

FUHDSHQWUXFOLHQ LLV LvQUDSRUWFXFRVWXULOHGHSURGXF LHDIHUHQWHSURGXVXOXL . Aceasta revine fie la

D RIHUL SURGXVH PDL EXQH úL PDL SHUIRUPDQWH GHFkW FHOH DOH FRQFXUHQ HL OD SUH  HFKLYDOHQW FX FHO DO

FRQFXUHQ HLILHGHDRIHULSURGXVHODIHOGHEXQHFXFHOHDOHFRQFXUHQ HLGDUODXQSUH PDLVF ]XW

Fig. 2.1. - 1.
)RU HOH FDUH GHWHUPLQ  FRQFXUHQ D vQ FDGUXO XQXL

sector.

&RQFXUHQ D DF LRQHD]  vQWUH ILUPHOH DFHOXLDúL VHFWRU SULQ sector vQ HOHJkQG PXO LPHD GH ILUPH
FDUHIDEULF SURGXVHFHVHSRWVXEVWLWXLXQXOSHFHO ODOWúLvQWUHFDUHXQEHQHILFLDUSRDWHDOHJH

,QWHJUDUHD YHUWLFDO  UHSUH]LQW  FRPELQDUHD SURFHVHORU GH IDEULFDUH GH RE LQHUH úL

DSURYL]LRQDUH FX PDWHULL SULPH FRPHUFLDOL]DUH YkQ]DUH FD úL D DOWRU SURFHVH GLVWLQFWH vQ FDGUXO

unei singure întreprinderi.$YDQWDMHOHLQWHJU ULLYHUWLFDOHVXQW

ƒ HFRQRPLLSHVHDPDXQRURSHUD LLFRPELQDWH

ƒ HFRQRPLLSHVHDPDXQHLFRRUGRQ ULúLD unui control intern.

ƒ FLUFXOD LHPDLEXQ DLQIRUPD LHL

ƒ VWDELOLWDWHDSODQXULORUGHSURGXF LH

ƒ VW SkQLUHPDLEXQ DWHKQRORJLLORU

ƒ SRVLELOLW LPDLEXQHGHGLIHUHQ LHUH

ƒ VSRULUHDULVFXULORUGHWHUPLQDWHGHRVF GHUHDFHUHULL

ƒ nevoi mari de capital.

ƒ HFKLOLEUDUHGLILFLO DFDSDFLW LORU

ƒ VF GHUHDSUHVLXQLORUVSUHLQRYDUH

ÌQ VIkUúLW GHFL]LD GH LQWHJUDUH YHUWLFDO  WUHEXLH V  LD vQ FRQVLGHUD LH IDSWXO F  R VHULH GH

DILUPD LLDFFHSWDWHGLQSULQFLSLXFDDGHY UDWHQXVXQWvQWRWGHDXQDDúD,QWUH "postulatele" ce trebuie

YHULILFDWHvQDLQWHGHDOXDGHFL]LDVHQXP U úLXUP WRDUHOH

¾ SR]L LD SXWHUQLF  D ILUPHL vQWU XQ DQXPLW VHJPHQW GLQ IOX[XOWRWDOGHIDEULFD LHSRDWH ILH[WLQV 
-
DXWRPDWODDOWHVHJPHQWHDOHIOX[XOXLWHKQRORJLFúLGHGHVIDFHUHJORED l.
¾ H[SHULHQ DH[LVWHQW vQWU -un sector se poate transfera spre amonte sau aval.
¾ LQWHJUDUHDYHUWLFDO SRDWHVDOYDXQVHFWRUEROQDY

¾ HVWHvQWRWGHDXQDPDLLHIWLQV IDFLWXVLQJXUWRWXO
 ,PSDFWXOLQRYD LHLDVXSUDFHORUIRU HDOHFRQFXUHQ HL

1RLL YHQL L &DSDFLWDWHD GH LQRYDUH FRQWLQX  D XQRU ILUPH HVWH FHD PDL EXQ  EDULHU  GH

LQWUDUHvQID DQRLORUYHQL L3HGHDOW SDUWHXQQRXYHQLWFDUHYDORULILF RLQRYD LHPDMRU vúLSRDWH

IDFH FX XúXULQ  ORF vQ GRPHQLX $SSOH GH H[ 3HQWUX GRPHQLLOH GH YkUI R EDULHU  PDMRU  GH

LQUWDUHRUHSUH]LQW QXP UXOIRDUWHPLFGHSHUVRDQHFDSDELOHV OXFUH]HvQGRPHQLXFDUHHVWHH[WUHP

GH VSHFLDOL]DW $LFL UHFLSURFD R UHSUH]LQW  VSHFLDOLúWLLFDUH SOHDF  úL vúL GHVFKLG SURSULLOH ORU ILUPH

UHXúLQGDGHVHDV vQO WXUHILUPDPDP ([,17(/

,QWHQVLWDWHD FRQFXUHQ HL vQWUH ILUPHOH VHFWRUXOXL . Mai întâi, inovarea poate modifica
SRWHQ LDOXOGHFUHúWHUHDXQXLDQXPLWSURGXV6SRULUHDSRWHQ LDOXOXLYDDQWUHQDLQWUDUHDDOWRUFRQFXUHQ LúL

LQYHUV DSDUL LD DOWXL SURGXV QRX SRDWH IDFH FD PDMRULWDWHD ILUPHORU V  VH UHWUDJ   $SRL LQRYDUHD

DF LRQHD] GLUHFWDVXSUDDYDQWDMXOXLFRQFXUHQ LDOSHFDUHRILUP vOSRDWHGREkQGLFXSURGXVHOHVDOH

$VWIHOvQ&LWURHQ'6GDWRULW IUkQHORUSHGLVFDVLVWDWHKLGUDXOLFIUkQDGHGRX RULPDL

ELQHGHFkWFRQFXUHQWHOHVDOH6LPFD9HGHWWHúL5HQDXOW)UHJDWHUXODFX.PKPDLUHSHGHúLDYHD

un consum de carburant cu 3 l/100 Km mai mic, ceea ce i-DDVLJXUDWRSR]L LHFRQFXUHQ LDO FXWRWXO

UHPDUFDELO FDGHDOWIHOvQFD]XOWXWXURUPDúLQLORU&LWURHQ

3URGXVHGHVXEVWLWX LH'HIDSWSURGXVHOHGHVXEVWLWX LHVXQWHOHvQVHOHHIHFWXOXQRULQRYD LL

$úD HVWH FD]XO [HUR[XOXL FDUH D HOLPLQDW KkUWLD FDUERQ ID[XO FDUH vQORFXLHúWH SRúWD 8QHRUL

VXEVWLWX LD QX UHXúHúWH DúD FXP D IRVW FD]XO OXL &21&25'( GDU DFHVWHD VXQW PDL GHJUDE  H[FHS LL

([LVW VXEVWLWX LLúLvQGRPHQLXODFHOXLDúLVHFWRUvQORFXLUHDJHQHUD LLORUGHFDOFXODWRDUH

&OLHQ LúLIXUQL]RUL,QRYD LLOHGHSURFHGHXSRWvQORFXLDQXPLWHPDWHULLSULPHVFKLPEkQGGHFL

structura furnizorilor.
$VWIHO ODPLQRDUHOH GH VWLFO  DX GHYHQLW QHLQWHUHVDQWH RGDW  FX SURFHGHXO IORDW OD IHO DQXPLWH

prese special concepute pentru cazanele locomitevol cu abur. Evident, posibilitatea de înlocuire a
PDWHULDOHORUR HOFXGLYHUVHFRPSR]XLWHFXmateriale ceramice, cu aliaje neferoase, etc,) poate fi un

FD] GH DFXP JHQHULF $OWH LQRYD LL SRW GLQ FRQWU  V  IDYRUL]H]H IXUQL]RULL 'H H[HPSOX

LQIRUPDWL]DUHDGLYHUVHORUDFWLYLW LDIDYRUL]DWSHIXUQL]RULLGHFRPSRQHQWHHOHFWURQLFHFDUHvúLRIHU 

acum SURGXVHOH XQRU LQGXVWULL GLQWUH FHOH PDL GLYHUVH $OWH LQRYD LL SRW YL]D GLVWULEXLWRULL DúD FXP

HVWHFD]XOFXPS U WXULORUSULQ,17(51(7

§ 2.2. Strategiile firmei

Tab. 2.2. - 1. 6WUDWHJLLOHSHFDUHOHSRDWHDGRSWDRILUP 

produse metode
e
GLIHUHQ LHU reducerea costurilor produselor prin &RERUkUHDSHFXUEDGHH[SHULHQ 

prin costuri reducerea consumurilor specifice, SHQWUXFRQVXPXULFUHúWHUHD

simplificarea metodelor de SURGXFWLYLW LLPXQFLLVSRULUHD

IDEULFD LHORJLVWLFDHWF HFRQRPLLORUGHVFDU 

GLIHUHQ LHUH Dezvoltarea de produse de calitate Tehnologii cu grad înalt de precizie,

prin unicitatea VXSHULRDU FXFDUDFWHULVWLFLPDL cu un control foarte strict, mai
produselor bune. IOH[LELOHúLFDSDELOHGHDSHUVRQDOL]D

produsele.
concentrarea Dezvoltarea de produse care au doar 0HWRGHFDUHV UHDOL]H]HSURGXVHOH
pe un segment caracteristicile necesare pentru exact la nivelul solicitat de
GHSLD SULQ VDWLVIDFHUHDXQXLVHJPHQWOLPLWDWúL VHJPHQWXOGHSLD DYXWvQYHGHUH

SUH XUL VSHFLILFGHSLD

concentrarea Realizarea unui produs mai bun 0HWRGHFDUHV SHUPLW PD[LPL]DUHD

pe un segment SHQWUXVHJPHQWXOGHSLD DQYL]DMDW YDORULLDG XJDWHSHQWUXXQDQXPL t

GHSLD SULQ VXSHULRUFHORUDOHFRQFXUHQ LORUFDUH VHJPHQWGLQFOLHQWHO 

GLIHUHQ LHUH YL]HD] RELHFWLYHPDLODUJL

Tab. 2.2. -&RUHOD LDvQWUHDYDQWDMHOHFRQFXUHQ LDOHDOHSURGXVHORUúLWHKQRORJLLORUORUGH
IDEULFD LH

Produsul:
Procedeul: Existent ,PEXQ W LW Cu totul nou
Actual 1XYDDS UHDQLFLR Competitivitatea Competitivitatea poate fi
VFKLPEDUHID G e întreprinderii se va vPEXQ W LW SHWHUPHQVFXUWÌQ

SHUIRUPDQ HOH modifica dar nu WLPSSRDWHILFKLDUH[FOXV GHSH

prezente (decât, IRDUWHPXOWSRDWHúL SLD 

HYHQWXDOvQU X vQU X

Actual, ,QWUHSULQGHUHDvúL Competitivitatea ,QWUHSULQGHUHDVHGLYHUVLILF SULQ

vPEXQ W L t S VWUHD]  vQWUHSULQGHULLFUHúWH H[WLQGHUHDFRPSHWHQ HORUGHFDUH

competitivitatea. dispune acum.

Cu totul nou ,QWUHSULQGHUHDVXIHU RUHRUJDQL]DUHFHHDFH 5HRUJDQL]DUHJHQHUDO D

YDLPSOLFDFRPSHWHQ HQRL&RQFXUHQ LDO întreprinderii care va trece la o

SR]L LDvQWUHSULQGHULLVHvPEXQ W HúWH QRX DFWLYLWDWH

,PSDFWXOLQRYD LHLDVXSUDWLSXULORUGHVWUDWHJLH

,QRYDUHDúLVWUDWHJLDUHGXFHULLFRVWXULORU .
Principalele elemente inovante constau în reducerea ponderii costurilor cu mâna de lucru, a
FRVWXULORU HQHUJLHL úL vQ JHQHUDO D PDWHULLORU SULPH 'H DVHPHQHD LQRYD LL GH SURFHGHX SRW UHGXFH

ponderea rebuturilor sau chiar apelul la materii prime mai ieftine.

3H GH DOW  SDUWH DSRUWXO LQRY ULL OD UHGXFHUHD FRVWXULORU SRDWH SHUPLWH XQXL QRX YHQLW V 

S WUXQG  SH SLD  (VWH FD]XO OXL +(:/(77 -PACKARD care, creind microprocesorul RISC (cu
PDL SX LQH LQVWUXF LXQL D UHXúLW V  FRPSHQVH]H HIHFWXO GH H[SHULHQ  DO OXL 027252/$ VDX

INTEL.
,QRYDUHDúLVWUDWHJLDGHGLYHUVLILFDUH

6WUDWHJLD GH GLIHUHQ LHUH VH ED]HD]  SUDFWLF vQWRWGHDXQD SH XQ HOHPHQW GH LQRYDUH 8QHRUL

HVWHYRUEDGHLQRYDUHWHKQRORJLF FDvQFD]XO&LWURHQ&UD\

([LVW  vQV  úL VWUDWHJLL GH GLIHUHQ LHUH FDUH QX VH ED]HD]  QHDS UDW SH R LQRYDUH VSHFLILF 

exemplul fiind cel al lui Rolls-Royce.

/D IHO SRW DS UHD LQRYD LL vQ VSHFLDO GH SURFHV FDUH QX VH UHJ VHVF vQ GLIHUHQ LHUHD

produsului ci în reducerea de costuri.

8Q FD] SDUWLFXODU GH VWUDWHJLH GH GLIHUHQ LHUH HV te strategia kaizen SURJUHV FX SDúL PLFL úL

FRQVWDQ L vQ MDSRQH]  ,GHHD HVWH DFHHD F  FRQFXUHQ LL QX IDF ID  ULWPXOXL UDSLG GH vQORFXLUH D

SURGXVHORU VLPLODUH LDU FOLHQ LL DFFHSW  V  FXPSHUH PHUHX DOWFHYD SHQWUX D IL vQ SDV FX PRGD

WHKQRORJLF 

ExLVW vQV úLXQULVFFXPS U WRUXOúWLHF SHVWHOXQLYDYHQLSHSLD FHYDvQF úLPDLEXQ

úLFDXUPDUHvQWkU]LHV vúLvQORFXLDVF HFKLSDPHQWXODúDFXPHVWHDFXPFD]XO3& -urilor. Ca urmare

ULWPXOYkQ] ULORUVHvQFHWLQHúWHVHQVLELO

Exemplu de kaizen de succes.

SONY a lansat walkman-ul în 1980. De atunci a comercializat 160 de versiuni (280

GDF OX PvQFRQVLGHUD LHúLSHFHOHDOHILOLDOHLVDOH$,:$'XUDWDGHYLD DXQXLPRGHOHUDGH

DQLvQúLDDMXQVODPDLSX LQGHXQDQvQ

ModiILF ULOH  YL]HD]  SHUIRUPDQ HOH  DXWR UHYHUVH GROE\ WHOHFRPDQG  PLQLDWXUL]DUHD
-
DXWRQRPLDúLPDLDOHVGLVLJQ XOFHODOPRGHOXOXLQRXIDFkQGFDFHOHDQWHULRDUHOXLV SDU vQYHFKLWH
-
 § 2.3. Strategiile tehnologice.
6WUDWHJLD WHKQRORJLF a întreprinderii este calea pe care ea o alege pentru a-úL GREkQGL
GH]YROWD úL DSRL XWLOL]D WHKQRORJLLOH 7HKQRORJLLOH UHSUH]LQW  XQ HOHPHQW PDL SX LQ PRELO GHFkW

FHOHODOWH GDW ILLQG YDORDUHD LQYHVWL LHL SH FDUH R LPSOLF  'H PXOWH RUL WHKQRORJLLOH LQVWDOD LLOH úL

XWLODMHOHGHMDH[LVWHQWHLPSXQDQXPLWHRELHFWLYHúLHOHPHQWHGHDYDQWDMFRQFXUHQ LDO

6WUDWHJLDWHKQRORJLF WUHEXLHV DGXF U VSXQVXOODWUHLvQWUHE ULLPSRUWDQWH

ƒ FHWHKQRORJLLV DGRSW PúLV XWLOL] P"

ƒ FkWGHDYDQVDWHWHKQRORJLFWUHEXLHV ILHHOH"

ƒ FHSRQGHUHWUHEXLHV DLE WHKQRORJLLOHQRL"

5 VSXQVXULOH OD vQWUHE ULOH GH VXV YRU IL GLIHULWH vQ IXQF LH GH R VXP  GH IDFWRUL LQWHUQL úL

externi dintre care vom prezenta pe cei mai semnificativi.

Factori interni:
¾ WLSXOGHDFWLYLWDWHYL]DWSURGXF LHVHUYLFLLFRPHU GLYHUVHFRPELQD LLvQWUHHOH

¾ tipul de produse (fizice sau de tip service) oferite;

¾ FOLHQWHODYL]DW WLSORFDOL]DUHLQWHUQ VDXH[WHUQ GLPHQVLXQLHWF

¾ VLVWHPHOHGHJHVWLXQHGHFL]LHúD

¾ SXQFWHOHWDULúLFHOHVODEHDOHvQWUHSULQGHULLILUPHLDGLF 

ƒ FRPSHWHQ DSHUVRQDOXOXLvQVSHFLDODFHORUFHYRUWUDQVSXQHVWUDWHJLDvQSUDFWLF 

ƒ resursele financiare de care dispune,

ƒ WHKQRORJLLOHSHFDUHvQWUHSULQGHUHDOHDUHúLOHVW SkQHúWHGHMD

Factori externi:
¾ macrosistemul: - ritm de FUHúWHUHDOHFRQRPLHLQD LRQDOH
-ULWPGHFUHúWHUHDOVHFWRUXOXL
-SRVLELOLW LOHVHFWRUXOXLHFRQRPLFHWHKQLFH
-PRGLILF ULOHJLVODWLYHSUHYL]LELOHVDXQX
-PRGLILF ULDOHGHFL]LLORUSROLWLFH
-PRGLILF ULDOHVWUXFWXULLúLVDXFOimatului social.
¾ produsul: - JDPDvQFDUHVHvQFDGUHD] 
- produse complementare;
- produse care îl pot înlocui;
-FRPSRUWDUHDFXPS U WRULORUID GHHO
-YDULD LDFHUHULLVH]RQLHU FRQMXQFWXUDO HWF
¾ SLD D - grad de segmentare;
- practici comerciale;
-FLUFXLWHGHGLVWULEX LH
¾ tehnologia: -VWUXFWXUDFRVWXULORUGHIDEULFD LH
-HFRQRPLDGHVFDO 
-YDORDUHDDG XJDW 
- logistica;
- mâna de lucru.
¾ inovarea: - tipuri posibile;
- surse;
- ritmuri
¾ FRQFXUHQ LL - strategiile
- obiectivele
-SXQFWHOHWDULúLVODEH
 3HQWUXFDRvQWUHSULQGHUHFDUHLQWU vQWU XQGRPHQLXIRDUWHQRXV UHXúHDVF V vúLFUHH]HúLV 
-
vúLPHQ LQ XQDYDQWDMFRQFXUHQ LDOHDWUHEXLHV VHED]H]HSHWUHLHOHPHQWH

1. 5HJLPXOGHVW SkQLUH a noii tehnologii.

2. &RQFHS LD GRPLQDQW  9L]HD]  DQVDPEOXO GH FDUDFWHULVWLFL VXVFHSWLELOH V  VDWLVIDF  vQ PRG

RSWLPFHULQ HOHXWLOL]DWRULORU

3. $FWLYHOH FRPSOHPHQWDUH 6H UHIHU  OD WHKQRORJLLOH DVRFLDWH FDUH WUHEXLHVF XWLOL]DWH SHQWUX

valorificarea tehnologiHLGHED] ODODVHUHRSWLFDPHFDQLFDILQ PLFUR -electronica, etc).

3R]L LRQDUHDVWUDWHJLF DILUPHORUVHIDFHGHUHJXO vQGRX JUXSH

¾ )LUPHOHPLFLúLPLMORFLLGLVSXQGHPLMORDFHPDWHULDOHOLPLWDWHúLQXvúLSRWSHUPLWHRDFWLYLWDWH

de cercetare-dezvROWDUH FDUH V  DFRSHUH WRW GRPHQLXO VH RULHQWHD]  VSUH VW SkQLUHD XQXL QXP U

PLFGHWHKQRORJLLúLDFkWRUYDSHUHFKLSURGXV SLD
-
¾ Firmele mari FDXW V FRQWUROH]HvQWUHJGRPHQLXOLDUvQGRPHQLXOPDúLQLORUXQHOWHSHED] GH
laser firma lider este SIEMENS) putând oferi unul sau altul din produsele sale pentru ori care
VROLFLWDUHLPSRUWDQW

2.3.1. Modelul BCCA de valorificare a tehnologiilor

Modelul este dezvoltat de M.Birnbaum sub numele de the Basis of Competition and
Competitive Advantage úLRIHU XQGHPHrs globalizant al managementuluii strategic al tehnologiei.
6HLDvQFRQVLGHUD LHED]DFRPSHWL LHLDF LXQLOHSHFDUHWR LFRQFXUHQ LLOHH[HFXW SHQWUXD

FRQFXUD SH R SLD  GDW  SURGXF LH PDUNHWLQJ VHUYLFLL DSRL avantajul competitiv, ansamblul de
HOHPHQWHVSHFLILFHRIHULWHGHRILUP 0RGHOXOLQFLW IDFWRULLGHGHFL]LHDLXQHLILUPHV FUHH]HúLV 

YDORULILFHWRFPDLDFHVWHHOHPHQWHVSHFLILFHSRUQLQGGHODWUHLvQWUHE ULVLPSOH

¾ Care este domeniul de activitate al întreprinderii ?, care sunt tehnologiile pe care le

VW SkQHúWHVDXSHFDUHOH-DUSXWHDGREkQGLúLFDUHSRWILYDORULILFDWHFDEXQXULúLVHUYLFLL"

¾ &DUHVXQWQHYRLOHSRWHQ LDOLORUFOLHQ L"FXPFRQFRUG FRPSHWHQ HOHWHKQRORJLFHDOHILUPHLFX

QHYRLOHFOLHQ LORU"

¾ Cum putem satisface nevoileFOLHQ LORUúLFHPDLWUHEXLHI FXWvQDFHVWVHQV"FHWUHEXLHI FXW

vQFRQGL LLOHFRQFXUHQ LDOHGDWH"

0RGHOXORSHUHD] FXWUHLFDWHJRULLGHFULWHULLGHGHFL]LH

¾ consumatorii:FXQRDúWHUHDQHYRLORUORUDFWXDOHúLSRWHQ LDOHHYROX LDDúWHSW ULORUORUJU ija de a

S VWUDRFRPXQLFDUHVWUkQV FXFOLHQ LL

¾ tehnologia: FXQRDVúWHUHD WUDLHFWRULLORU WHKQRORJLFH IUkQDUHD GLIX] ULL VSUH H[WHULRU D

WHKQRORJLLORUGHGLIHUHQ LHUHHYHQWXDOF XWkQGFDWHKQRORJLLOHGHGLIHUHQ LHUHV QXVHPDQLIHVWH

vQPRGH[SOLFLWúL evident în produsele sau serviciile oferite.

¾ FRQFXUHQ LL identificareadinamicii globale a sectoruluui de activitate (concentrare, bariere de
LQWUDUHúLLHúLUHWDOLDSLH LLFUHúWHUHDFHUHULLLQWHQVLWDWHDFRQFXUHQ HLúLDF LXQLOHFRQFXUHQ LORU

D]LúLvQSHUVSHFWLY 

Schematic, modelul s-DUSUH]HQWDDúD

Domeniul de activitate QHYRLOHFOLHQ LORU UHFRPDQG UL

consumatori SURGXVHúLVHUYLFLLFHSRW FXQRúWLLQ HSULYLQG PHQ LQHUHDXQXLFRQWDFW

ILRIHULWHSHSLD QHYRLOHFOLHQ LORU VWUkQVFXFOLHQ LL

tehnologie WHKQRORJLLGHGLIHUHQ LHUH UHJ VLUHDORUvQSURGXVH frânare difuzare spre

(servicii) FRQFXUHQ L

FRQFXUHQ L FXQRDúWHUHDGHWDOLDW D SR]L LRQDUHD FRQWUROXOWHKQRORJLLORUúL

SLH LLúLFRQFXUHQ LORU FRQFXUHQ LDO DOGLQDPLFLLFRQFXUHQ LDOH

 2.3.2. Strategia "Bonzai", ED]DW SHLQWHJUDUHDFRPELQDUHDúLYDORULILFDUHDWHKQRORJLLORU

În ultimii ani, numeroase firme japoneze

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tehnologia de care dispune întreprinderea este de

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valorificare conduce la diferite linii de produse.

Acest mod de gândire este ilustrat de imaginea
din fig.2.-3:

Fig. 2.3.2-1. Vizualizarea sub forma unui arbore

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ƒ produselor: QDWXU  LPSRUWDQ  UHQWDELOLWDWH ULWP GH FUHúWHUH LQYHVWL LL LPSOLFDWH SR]L LH

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ƒ SLH HORU produselor respHFWLYH YROXP GH YkQ] UL UHQWDELOLWDWH ULWPGHFUHúWHUH GLYHUVLWDWHD

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Ramurile copacului (bonzai-XOXL PDL VXQW FXQRVFXWH úL VXE QXPHOH GH ciorchine de
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Gestionarea ramurilor se poate realiza pe mai multe niveluri, anume:

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how, metode, provenind din alte domenii industriale;
ƒ aptitudinea de a stabili principii de mixaj a metodelor, tehnologiilor din diverse domenii
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realizate. ÌQ DFHVW VHQV VH YRUEHúWH GH XQ VSD LX 7 DO WHKQRORJLLORU HOHPHQWDUH XQ VSD LX 3 DO
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 Fig. 2.3.2-2. Bonzai-ul firmei Toray.
Folosind baza, se pot uOWHULRU GH]YROWD DOWH SURGXVH XLWLO] QG WHKQRORJLL GLQ DFHHDúL IDPLOLH
în jurul unui pivot de diversificare (V.Beretta, Politique et strategie d'entreprise, Ed.d'Org. 1985):

Fig. 2.3.2-3 Utilizarea

pivotului pentru diversificarea
produselor.

Fig. 2.3.2-4. Axele de

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sistemului de organizare a întreprinderii. 5.

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serviciului R & D. 6. Autogestiune,

cointeresarea personalului firmei. 7. Formarea,
optimizarea personalului din aval. 8. Metode
noi de gestiune financiar - FRQWDELO   
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Inovarea de produs.
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comercializarea produsului sau de factorii financiari.
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enumera:
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realizarea altor produse decât spre extinderea de capacitate).

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Servicii Produse
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Participarea clientului Clientul este pasiv.

Serviciile apar absolut peste tot:

1 = Produs "pur" . Service = ambalare, de ex.

2 = Produs cu sevice asigurat. Ex: automobilul.
3 = Hibrid produs-service. Exemplu = Fast-food.
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5 = Service pur. Ex: baby-sitting.

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existente.
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¾ înovând continuu,
¾ realizând produse pe care nimeni altcineva nu va reuúLV OHFRSLH]HPXO XPLWRU

Durabilitatea avansului tehnologic depinde în general de patru factori.

1. Sursa progresului tehnologic.
2. 3XWHUHDDEVROXW DILUPHL
3. ([SHULHQ DILUPHL
4. 8úXULQ DGHFRSLHUH
Pentru a încetini procesul de difuzare a unei tehnologii spre firmele concurente se pot lua o
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ƒ acoperirea prin cât mai multe brevete a tuturor aspectelor, atât cu privire la produs, la
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SUHFDX LL

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realizate în interiorul întreprinderii;

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ƒ piesele vitale trebuie de asemenea realizate intern.
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trece la stabilirea strategiei tehnologice. În acest scop se va începe prin a identifica toate
tehnologiile existenWHSHIOX[XOFDUHFUHHD] YDORDUHDG XJDW 
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beneficiari.
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FD DWDUH FkW úL SULQ SULVPD SURGXVXOXL OD UHDOL]DUHD F UXLD FRQWULEXLH (VWH YRUED vQ SULPXO UkQG GH

WHKQRORJLLOH FDUH LPSOLF  HOHFWURQLF  úL LQIRUPDWLF  materiale noi, eventual biotehnologiile. De
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FRQVHFLQ 

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Resurse umane )RUPDUHDúLYDORULILFDUHDUHVXUselor IBM

umane
R&D -FDSDFLWDWHDGHDU VSXQGHIRDUWH BENETTON
rapid unor noi cereri ale clientelei
- capacitatea de a dezvolta produse cu
totul noi SONY
- capacitatea de a crea noi servicii.
ACCOR
Proiectare Originalitatea designului APPLE
LogLVWLF ODLQWUDUH Optimizarea costurilor de CARREFOUR
aprovizionare
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Marketing &UHHUHDXQHLLPDJLQLGHPDUF PROCTER & GAMBLE
Service Asigurarea unui service complet în România, XEROX

Exemple.

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avut succes, deci tot o strategie "în spate" a apOLFDWFHOSX LQODvQFHSXW

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1985, sistemul autofocus, care i-D SHUPLV V  GH LQ  vQ   GLQ SLD vQGHWULPHQWXOOXL&DQRQ
care a trecut de la 40 % la 2DYDQWDMSHFDUHDUHXúLWV úL-OS VWUH]HDSRL
Philips a fost primul care a lansat compact-GLVFXO GDU D IRVW GHS úLW XOWHULRU GH FHL FH DX
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calculatoarele SHUVRQDOH GDU IRU D VD L-D SHUPLV V  VH LPSXQ  vQ ID D OXL $SSOH úL V  FUHH]H

standardul cel mai utilizat azi, PC-ul.