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LUCRAREA35$&7,& 15

TEMA – Analiza sectorului de activitate al firmei

%$= '(,1)250$ ,,

,QIRUP LL UHIHULWRDUH OD HYROX LD VHFWRUXOXL WHOHIRQLHL FHOXODUH GLQ DUD QRDVWU 

în perioada 1996 –1999:


- Articole:
- ³7HOHIRQLD PRELO  R GH]YROWDUH H[SOR]LY ´ ³5RPkQLD /LEHU ´ -17 ianuarie
2000), articol prezentat mai jos;
- ³2SHUDWRULL GH WHOHIRQLH PRELO  VH EDW OD JXUD URPkQLORU´ ³&DSLWDO´ – 29
aprilie 1999);
- ³/DQV ULOH PHPRUDELOH úOHIXLHVF LP JLQHD SURGXVHORU´ ³&DSLWDO´ – 18
august 1999);
- ,QIRUP LLGLVSRQLELOHSH site-urile:
- www.dialog.ro;
- www.connex.ro.

PROBLEME DE REZOLVAT

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- 3RWHQ LDOHEDULHUHODLQWUDUH

- 3RWHQ LDOHEDULHUHODLHúLUH

- Puterea de negociere a furnizorilor;


- 3XWHUHDGHQHJRFLHUHDFOLHQ LORU

- 3URGXVHOHGHVXEVWLWX LHH[LVWHQWH

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WHOHIRQLHL FHOXODUH GLQ 5RPkQLD SUHFXP úL DUPHOH XWLOL]DWH vQ

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Autor'U,QJ1LFRODH2DF
5RPkQLD/LEHU – 17 ianuarie 2000

7HOHIRQLFD5RPkQLDDIRVWSULPXORSHUDWRUURPkQGHWHOHIRQLHPRELO FDUHúL -a
lansat serviciul NMT 450 în aprilie 1993. &UHúWHUHD VODE  D JUDGXOXL GH

DFRSHULUH  GLQ SRSXOD LH vQ   D FRQGXV OD XQ QXP U UHGXV GH

DERQD L VXE  GH DERQD L OD ILQHOH DQXOXL  ID  GH  SODQLILFD L

ÌQDQXOV XFHOPDLEXQ7HOHIRQLFDDDYXWFLUFDGHDERQD LPXOW

PDLSX LQGHFkWDO LRSHUDWRULHVW -europeni.


În septembrie 1998, Românian Domestic Telephony (RDT) a preluat 95% din
DF LXQLOH 7HOHIRQLD 5RPkQLD FRPSDQLD SULPLQG XQ QRX QXPH 7HOHPRELO $O L

DF LRQDUL 5RPWHOHFRP úL 5DGLRFRPXQLFD LL ILHFDUH FX  5'7 HVWH XQ

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tehnologia LE06 úL D IRVW ODQVDW SH  PDL  3kQ  OD ILQHOH DQXOXL 

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GUXPXULORU SUHFXP úL H[WLQGHUHD vQ ]RQHOH UXUDOH LQVWDODUHD D  -3 telefoane


publice în satele în care nu exist  WHOHIRDQH  7HOHPRELO VH FRQFHQWUHD] 

DVXSUD FOLHQ LORU GLQ FODVD GH PLMORF SHQWUX FDUH URDPLQJ -ul nu este foarte
important: timpul de facturare a fost redus la 30 secunde, iar telefonul mobil
$ HVWH RIHULW JUDWLV ÌQ SULPD OXQ  GXS  UHODQVDUH QXP UXO DERQD LORU D

crescut la 5.000, ajungându-VHODGHDERQD L7HOHPRELOúL DSURSXVV


- 

DLE   GH DERQD L SkQ  OD VIkUúLWXO DQXOXL  úL  – 200.000 în
2000.
/D ILQHOH DQXOXL  DX IRVW DFRUGDWH GRX  OLFHQ H *60  0RELIRQ XQ

FRQVRU LX FRQGXV GH 7HOHV\VWHP ,QWHUQD LRQDO :LUHOHVV GLQ &DQDGD  

vPSUHXQ FX$LU7RXFKGLQ 68$  úL5RP*60GLQ$QJOLD  D ODQVDW

VHUYLFLXO&RQQH[SHDSULOLH0RELO5RPXQFRQVRU LXFRQGXVGH)UDQFH

7HOHFRP 0RELOH ,QWHUQD LRQDOH   D ODQ sat serviciul Dialog pe 6 iunie
1997.
/D vQILLQ DUH 0RELIRQ D DYXW XQ FDSLWDO VRFLDO GH  PLOLRDQH 86' FDUH D IRVW

P ULW OD FFD  PLOLRDQH 86' vQ LDQXDULH  3HQWUX DFHVW DQ   HUD

SODQLILFDW  R QRX  P ULUH GH FDSLWDO  PLOLRDQH 86' SUHFXP úL RIHUWD

SXEOLF  LQL LDO  ÌQ GHFHPEULH  0RELO5RP DYHD XQ FDSLWDO VRFLDO GH 

milioane USD, crescut ulterior la 150 milioane USD.


)LQDQ DUHD D IRVW UHDOL]DW  vQ SULQFLSDO SULQ vPSUXPXWXUL 0RELIRQ D SULPLW

GRX  vPSUXPXWXUL VLQGLFDOL]DWH  PLOLRDQH 86' vQ LDQXDULH  %(5'  úL

 PLOLRDQH 86' vQ LDQXDULH  $%1 $052 úL %(5'  ÌQ LXQLH 

Mobifon a primit de la Citibank un împrumut de 10 milioane USD pentru


RSHUD LXQL FXUHQWH 3H  DSULOLH 0RELO5RP D VHPQDW XQ FRQWUDFW FX ,)&

pentru uQ vPSUXPXW GH  PLOLRDQH 86' /D ILQHOH DFHVWXL DQ LQYHVWL LLOH

I FXWH GH 0RELIRQ DX WRWDOL]DW  PLOLRDQH 86' vQ WLPS FH 0RELO5RP D

investit 450 milioane USD din care 90 milioane în 1999.


2 DWHQ LH GHRVHELW V -a acordat gradului de acoperire – 80% din SRSXOD LH

DYHD DFFHV OD VHUYLFLXO GH WHOHIRQLH PRELO  GXS  SULPXO DQ úL  GXS  DO

doilea an.
$PELLRSHUDWRULDXLQYHVWLWSXWHUQLFvQFDPSDQLLSURPR LRQDOHODQLYHOQD LRQDO

FDQDOHOH GH 79 ILLQG ORFXO GH GLVSXW  SUHIHUDW ÌQ SULPXO DQ RSHUD LRQDO

cheltuLHOLOHSURPR LRQDOHDXIRVWGHFFDPLOLRDQH86'vQDOGRLOHDGHúLGH

2,3 milioane în primul trimestru al anului 1999.


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DF LXQHGHFLVLY vQFUHúWHUHDVSHFWDFXORDV DQXP UXOXLDERQD LORU$FHVWHDV -


DX GRYHGLW H[WUHP GH DWUDFWLYH vQ VSHFLDO SHQWUX FOLHQ LL FDUH GRUHVF V 
UHFHS LRQH]H DSHOXUL $VWIHO RSHUDWRULL *60 DX LQWUDW vQ FRPSHWL LH FX

Romtelecom.
$PELLRSHUDWRULúL DXGHS
- úLWFHOHPDLRSWLPLVWHSODQXULGHDERQD LOD

ILQHOHDQXOXLID GHSODQLILFD LÌQLXQLHH[LVWDXGH

DERQD L vQ 5RPkQLD DGLF   GHQVLWDWH WHOHIRQLF  LDU vQ DXJXVW 

0RELIRQ D DQXQ DW F  DYHD SHVWH  GH DERQD L FLIU  SODQLILFDW  SHQWUX

decembrie 1999.

QXP UXODERQD LORUWHOHIRQLHPRELO  PLL

1,200,000

1,000,000

800,000

600,000

400,000 telemob
mobifo
200,000
mobil
0
1996 1997 1998 Jun-99 1999

5H]XOWDWHOH ILQDQFLDUH VXQW SH P VXUD HIRUWXULORU ÌQ LDQXDULH  0RELIRQ

DYHD  DERQD L FX R IDFWXU  PHGLH OXQDU  GH  86' ÌQ 

facturile neîncasate reprezentau sub 5% din venituri, iar veniturile au crescut


la 46,8 milioane USD de la 26,7 milioane USD în 1997. Pierderile din operare
DX VF ]XW OD  PLOLRDQH 86' GH OD  PLOLRDQH 86' vQ  0RELO 5RP

DYHD GHELW GH  PLOLRDQH 86' vQ  úL GH  PLOLRDQH 86' vQ  FX

milioane USD PDLPXOWGHFkWHUDSODQLILFDWÌQDFHVWHFRQGL LLVHHVWLPHD] F 

LQYHVWL LLOHVHYRUUDPEXUVDvQFFDDQL

3ULPXO RSHUDWRU GH WHOHIRQLH PRELO  '&6 


- &RVPRURP GH LQXW GH

5RPWHOHFRP HVWH SODQLILFDW D IL ODQVDW vQ FXUkQG vQ %XFXUHúWL %UDúRY úL

ConVWDQ D (ULFVVRQ GLQ 6XHGLD úL ,QWUDFRP GLQ *UDFLD DX VHPQDW XQ FRQWUDFW

vQ YDORDUH  GH  PLOLRDQH 86' SHQWUX LQVWDODUHD UH HOHL SkQ  vQ VHSWHPEULH

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ILQDQ DUH DGLF  GH YRLQ D GH D DWUDJH SDUWHQHUL úL vQ VSHFLDO XQ SDUWHQHU

VWUDWHJLF &RVPRURP DUH QHYRLH GH LQYHVWL LL PDUL FFD  PLOLRDQH 86' vQ
anul 2000, pentru a-úL FkúWLJD R EXQ  SR]L LH SH SLD  vQDLQWHD DFRUG ULL FHOHL

de- DGRXDOLFHQ H'&6 -1800.

7HOHFRPXQLFD LLOH GLQ 5RPkQLD V -au dezvoltat într-un ritm lent, ca urmare a
PRQRSROXOXL úL vQ VSHFLDO D VWDWXOXL SURSULHWDU LQFDSDELO V  DGPLQLVWUH]H XQ

VHFWRU FX XQ ULWP GH GH]YROWDUH GHRVHELW GH ULGLFDW $FROR XQGH FRPSHWL LD D

IRVW SHUPLV  UH]XOWDWHOH VXQWUHPDUFDELOH &RPSHWL LD GLQWUH operatorii GSM a


FUHVFXWQHYRLDGHFRPXQLFD LLGHDSUHFLHUHDFDOLW LL7RWRGDW HLDXFUHDWXQ

QRX PRGHO GH DIDFHUH vQ WHOHFRPXQLFD LL FRQWULEXLQG OD GH]YROWDUHD

WHOHFRPXQLFD LLORUGLQ5RPkQLD

'XS FHDXFRQFXUDWFXVXFFHVRSHUDWRUXOQD LRQDO5RPWHOHFRPRSHUDWRULLGH

WHOHIRQLH PRELO  VH SUHJ WHVF DFXP V  LQWUH SH YLLWRDUHD SLD  OLEHUDOL]DW  D

WHOHIRQLHLIL[H&XXQFRVWPDUJLQDOvQVF GHUHvQSUH]HQWGH -700 USD per


OLQLH úL DF LRQkQG vQWU R LQGXVWULHFX R FRSHWL LH SXWHUQLF
- VXQW GH DúWHSWDW vQ

FRQWLQXDUH UHGXFHUL GH WDULIH úL FUHúWHUHD GHQVLW LL WHOHIRQLFH PRELOH OD FFD

ODILQHOHDQXOXLúLODFFDODILQHOHDQXOXL

SLD DWHOHIRQLHL 

100%
80%
60% WHOHIRQLHPRELO

40% WHOHIRQLHIL[

20%
0%
1996 1997 1998 Jun-99

3HQWUX PRPHQW FRPSHWL LD GLQ WHOHIRQLD PRELO  HVWH FHD FDUH G tonul
WHOHFRPXQLFD LLORU GLQ 5RPkQLD 9D SXWHD RDUH RSHUDWRUXO 5RPWHOHFRP V 

UHFDSHWH SR]L LD SLHUGXW  $FHDVWD GHSLQGH GH FkW GH UHSHGH YD SXWHD

5RPWHOHFRPV XLWHWUHFXWXOV X³LQJLQHUHVF´úLV -OvQORFXLDVF FXR³DERUGDUH

GH SLD ´ LQIOXHQ DW  GH VWUXFWXUD DF LRQDULDWXOXL GH SR]L LD 27( úL GH
DQJDMDPHQWXO *7( FXUkQG 5RPWHOHFRP YD LQWUD SH SLD D WHOHIRQLHL PRELOH vQ

WLPSFHRSHUDWRULLGHWHOHIRQLHFHOXODU DUSXWHDLQWUDSHSLD DWHOHIRQLHLIL[HOD

OLEHUDOL]DUH ) U  R FUHúWHUH UDSLG  D FDOLW LL VHUYLFLLORU úL vQ FRQGL LLOH

UHEDODQV ULL WDULIHORU 5RPWHOHFRP YD DYHD SUREOHPH VHULRDVH ,DW  GH FH

RSHUDWRUXO QD LRQDO FRQWLQX  V  SLDUG  SLD  vQ IDYRDUHD RSHUDWRULORU GH

WHOHIRQLHPRELO 

ÌQV  VO ELFLXQLOH RSHUDWRUXOXL 5RPWHOHFRP VXQW VWLPXOHQWH SHQWUX QRLL YHQL L

GHDLQWUDSHSLD 'DWDVWDELOLW SHQWUXOLEHUDOL]DUHHVWHLDQXDULHLDU

devansarea acesteia va accelera procesul de restructurare a operatorului


5RPWHOHFRP SUHFXP úL GH]YROWDUHD WHOHFRPXQLFD LLORU GLQ 5RPkQLD $FHDVWD

ar putea fi ceDPDLUDSLG FDOHGHDDWUDJH LQYHVWLWRULLVWU LQLSHRSLD FXXQ

SRWHQ LDOULGLFDW

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