Fi[e de lucru exemple

Fi[a de lucru 1
Analiza ASOA
Efectua]i o analiz\ a propriei dumneavoastr\ `ntreprindere. ~n
cursul analizei, identifica]i atuurile, sl\biciunile, ocaziile favorabile
sau amenin]\rile care v\ pot influen]a capacitatea de a face fa]\ cu
succes concuren]ei.
Atuurile `ntreprinderii mele sunt urm\toarele:
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Sl\biciunile `ntreprinderii mele sunt:
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Exist\ urm\toarele ocazii favorabile externe:
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Amenin]\rile externe care influen]eaz\ activitatea `ntreprinderii
mele sunt urm\toarele:
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Data________________

Fi[a de lucru 2
Valorile de baz\
Valorile importante pentru `ntreprinderea mea sunt
urm\toarele:
Valorile de baz\
Coeficient de
importan]\*
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Data:___________

* 1 = importan]a cea mai mare,

10 = importan]a cea mai mic\

Fi[a de lucru 3
Obiectivele `ntreprinderii
Obiectivele `ntreprinderii mele sunt urm\toarele:
Obiective cantitative

Termen de

`ndeplinire
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Obiective calitative
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Data:____________

Fi[a de lucru 4
Declara]ia de misiune
Misiunea `ntreprinderii mele este urm\toarea:
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Data:_________________

Fi[e de lucru exemple

Fi[a de lucru 5
Descrierea produselor, gruparea lor pe
linii de produse [i aprecierea lor
Descrierea produselor
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Linii de produse
Pre]**
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Calitate*
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Aprecierea servirii

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Data:__________
*Superioar\, medie, sc\zut\,

**Mai mare, egal, mai

mic
Fi[a de lucru 6
Segmentarea clientelei
Segmentul de clien]i 1
Descriere:
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Num\rul clien]ilor actuali

Num\rul clien]ilor poten]iali

+____
Total clien]i segmentul 1
Segmentul de clien]i 2
Descriere:
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Num\rul clien]ilor actuali
Num\rul clien]ilor poten]iali
+____
Total clien]i segmentul 2
Data:________________

Fi[a de lucru 6
Segmentarea clientelei
Segmentul de clien]i 3
Descriere:
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Num\rul clien]ilor actuali
Num\rul clien]ilor poten]iali
+____
Total clien]i segmentul 3
Segmentul de clien]i 4
Descriere:
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Num\rul clien]ilor actuali
Num\rul clien]ilor poten]iali
+____
Total clien]i segmentul 4
Data:________________

Fi[a de lucru 6
Segmentarea clientelei

Segmentul de clien]i 5
Descriere:
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Num\rul clien]ilor actuali
Num\rul clien]ilor poten]iali
+____
Total clien]i segmentul 5
Segmentul de clien]i 6
Descriere:
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Num\rul clien]ilor actuali
Num\rul clien]ilor poten]iali
+____
Total clien]i segmentul 6
Data:________________

Fi[e de lucru exemple

Fi[a de lucru 7
Profilul segmentului de clien]i
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Proces decizional
1. Cine cump\r\ produsul nostru?
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2. Cine influen]eaz\ decizia de cump\rare?
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3. Unde se ia decizia de cump\rare?
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Nevoile clien]ilor
1. Care sunt criteriile de cump\rare?
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2. De ce are clientul nevoie de produsul nostru?
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3. Cnd con[tientizeaz\ clientul existen]a unei nevoi?
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4. Ce func]ie `ndepline[te produsul nostru pentru client?
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Data:__________

Fi[a de lucru 7 (continuare)

5. Nu exist\ un produs mai bun?
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6. Ce servicii a[teapt\ clientul s\ i se ofere?
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7. Ce obliga]ii pe termen lung `[i asum\ firma fa]\ de client?
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8. De ce un client alege o marc\ `n defavoarea alteia?
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Avantajele c\utate de clien]i
Ce beneficii (avantaje) ob]ine `n urma utiliz\rii produsului nostru?
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Data:________

Fi[a de lucru 7 (continuare)

Criteriile de cump\rare
1. Ce produse cump\r\ clientul nostru?
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2. Ce tehnic\ de vnzare prefer\ clientul?
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3. Ct dureaz\ actul de vnzare - cump\rare?
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4. Ct este dispus clientul s\ cheltuiasc\?

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5. De unde poate clientul s\ ob]in\ informa]ii despre
produs?
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6. Cnd `nlocuiesc clien]ii, de obicei, produsele cump\rate?
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Data:__________

Fi[e de lucru - exemple

Fi[a de lucru 8
Unit\]ile strategice de activitate
Pie]e de desfacere
Produc]ie +

Publicitate +

Pia]a
(Grupa de

(Grupa de

consumatorilor
clien]i 1) Art\

clien]i 2)

Divertisment

Propriet\]i

(Grupa

de
clien]i 3)
Imobiliare
Produsul1
Servicii oferite
de Video
Production
Produsul 2
Servicii
Auxiliare

Produsul 3

Data:___________

Fi[e de lucru exemple

Fi[a de lucru 10
Atractivitatea sectorului pentru
unitatea strategic\
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For]a sectorial\

Mare

Mediu

Mic

U[urin]a
p\trunderii

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Puterea
furnizorilor
Puterea
cump\r\rilor

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Existen]a
produselor
`nlocuitoare

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Rivalitatea `ntre
concuren]i

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Rata de cre[tere
Cota de pia]\

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*Rata de cre[tere: rata de cre[tere a USA este `n cre[tere, r\mne

neschimbat\ sau scade?
** Cota de pia]\: domina]i, sunte]i egal sau sunte]i dominat de
concuren]i?

Evaluarea combinat\
Este o evaluare a USA pe baza atractivit\]ii ei generale,
combinat\ cu poten]ialul s\u de cre[tere. Dac\ ambii factori sunt
puternici, `nscrie]i un semn `n dreptul atributului mare. Dac\ unul
din factori este moderat, `nscrie]i un semn `n dreptul atributului
mediu. Dac\ ambii factori sunt slabi, `nscrie]i un semn `n dreprul
atributului mic\.
Mare

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Medie

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Mic\

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Data:_____________

Fi[a de lucru 11

Factorii succesului unit\]ii strategice

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Factorii succesului

Importan]a*

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Data:__________

*1 = foarte important,

10 = importan]\ minim\

Fi[e de lucru exemple

Fi[a de lucru 12
Analiza mediului concuren]ial al
unit\]ilor strategice
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Concurentul

Calitatea*

Servirea*

Pre]ul*
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Data:_____________

*mai bun, egal, mai slab

Fi[a de lucru 13
Harta concuren]ei pentru
unitatea strategic\

Pre]ul

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Mare

Jaf

Pre]

Pre] mare

exagerat

Moderat

Lucru ieftin

Marf\

Atragere a

Obi[nuit\

Clien]ilor

Marf\
Sc\zut

ordinar\

Afacere mai
Afacere

mult dect

convenabil\
Redus\
(nivel bun)
(nivelul cel

convenabil\
Medie
Ridicat\
(nivel mai
bun)

mai

bun)

Calitatea / servirea
Data:_________

Fi[a de lucru 14
Diferen]ierea concuren]ial\
a unit\]ilor strategice
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Concurentul

Punctul de diferen]iere

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Data:___________

Fi[e de lucru exemple

Fi[a de lucru 15
Implica]iile strategiei asupra USA

Nivel
ridicat

Cadranul I
Vedete
(miza]i pe ele)

Cadranul IV
Dileme
(miza]i sau

Rata de cre[tere [i atractivitate

renun]a]i)
Nivel
mediu
Nivel
sc\zut

Cadranul II
Vaci de muls
(p\stra]i-le)

Mai mare

Cadranul III
Pietre de moar\
(p\stra]i-le sau
renun]a]i la ele)

Egal

Mai mic\

Cota relativ\ de pia]\

Data:___________

Fi[a de lucru 16
Direc]iile strategice ale USA
Direc]iile strategice ale USA sunt urm\toarele:

USA

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USA

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USA

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USA

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USA

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Data:_________

Fi[e de lucru exemple

Fi[a de lucru 17

Harta diferen]ierii
Nu pot
Satisfacere

satisface

total\
Nevoile clientului
1
9
10
(`n ordinea oriorit\]ilor)

Fi[\ de lucru exemplu

Fi[a de lucru 18
Aspecte privind aplicarea
`n cadrul unit\]ii strategice
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Aspecte organizatorice
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Aspecte privind resursele
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Aspecte privind sus]inerea
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Aspecte privind conducerea
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Data:_____________