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CAZUL X: INTERWATCH

PROMOVAREA IMPORTULUI DE CEASURI


1.

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a pieselor de schimb pentru acestea.


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obiectul de activitate al Interwatch.


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puncte:

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Obiectivele planului;

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3URJUDPXOGHDF LXQH

Bugetul planului de promovare.

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ULOHSLH HL

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PDQDJHUXOJHQHUDODFHVWDGLQXUPDL

-a dat acordul pentru elaborarea planului de promovare.


l planul,

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DOF UXLFRQ LQXWHVWHSUH]HQWDWvQFRQWLQXDUH

2. Analiza mediului
a)

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uri

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SHQWUX SXWHUHD GH FXPS UDUH D PDMRULW

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FRQWUDI FXWH
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FDOLW

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LL ,QWHUZDWFK

confruntat cu o concureQ

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OXPH 7RDWH DFHVWH FHDVXUL DX IRVW SXVH ODV SXQFW L FRPHUFLDOL]DWH GH F WUH &LWL]HQ )LUPD D
vQUHJLVWUDW YkQ] UL VHPQLILFDWLYH vQF  GH OD vQFHSXW FD GRYDG  F  SLD D URPkQHDVF  HUD GHMD
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Produsele s-DXLPSXVUHSHGHDVWIHOF
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e 20%.

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Tabelul nr.1
(92/8

,$,032578/8,()(&78$7'(,17(5:$7&+18/7,0,,75(,$1,

PRODUS
&HDVGHPDV
&HDVGHWHSW WRU
3HQGXO

TOTAL

ANUL 1
Cantitate
Valoare
EXF
L
(mil.lei)
13.000
11.400
5.000
2.500
300
400
18.300
14.300

ANUL 2
Cantitate
Valoare
EXF
L
(mil.lei)
13.900
12.800
5.200
2.750
380
490
19.480
15.040

ANUL 3
Cantitate
Valoare
EXF
L
(mil.lei)
12.950
12.100
4.850
3.150
360
470
18.160
15.720

Produsul importat. Portofoliul de produse al firmei Citizen este complex, ea


structurndu-LRIHUWDSHPDLPXOWHFROHF LLLDQXPH

Titanium Champion FDUDFWHUL]DW  SULQ GHVLJQ RULJLQDO VHGXF WRU VSRUWLY LQLPLWDELO
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Citizen Titanium electronice ED]DWH SH DXU WHKQLF  VRODU DXWRPDWLVP L GHVLJQ LQLPLWDELO
realizat FXDMXWRUXOWLWDQXOXL'LQDFHDVW FROHF LH&LWL]HQGH]YROW GHPRGHOHPDMRULWDWHD
SUHY ]XWHFXJHDPGHFULVWDOVDXGHVDILUFHDVXULVXEDFYDWLFHLQFOXVLYFXFRPSRQHQWHGHDXU

de 18 carate.
Citizen Plus GLQ FDUH ILUPD RIHU   GH PRGHOH &HDVXULOH GLQ DFHDVW  FROHF LH VXQW GLQ R HO
inoxidabil, adaptate tuturor tipurilor de piele.
New Star HVWH R FROHF LH GH FHDVXUL GH GDP  GLQ WLWDQ PDVLY QHFRURGDELO ELRGHUPLF
ornamentat cu placaj din aur fin.
Citizen Nobilia care cuprinde cinci modele, cele mai scumpe ceasuri ale firmei: Nobilia
,PSUHVLRQH vQ GRX  YDULDQWH FX FDUFDV  GLQ DXU GH . L GLDPDQWH L FX FDUFDV  ELFRORU 
GLQDXULR HO1RELOLD(ORTXHQFHFHDVFXFDUFDV XOWUDSODW HWDQ vQQRX PRGHOH1RELOLD

Saphire, cu cadran din safir combinkQGFXORDUHDQHDJU FXDXUXOvQPRGHOH1RELOLD5HWUR


Design cu cadran de cristal sau safir n 6 modele; Nobilia Classique cu ornament clasic n 15
modele.
7RDWHPRGHOHOH1RELOLDVXQWVXEDFYDWLFHLDXDFHOHDLIXQF LXQLFDLFHOHODOWHFROHF LL

Interwatch a adus n Romnia cam 200 de modele.


b)

'LVWULEX LD&HDVXULOHVHFRPHUFLDOL]HD] SHSLD DURPkQHDVF SULQWUHLFDQDOHSULQFLSDOHSULQ


PDJD]LQHOHVSHFLDOL]DWHPDJD]LQHOHVSHFLDOL]DWHDOHSURGXF WRULORUVDXUHSUH]HQWDQ LORUORUL

mari magazine universaOH 0DJD]LQHOH VSHFLDOL]DWH FRQFHQWUHD]

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GH FHDVXUL DF LRQkQG  OD QLYHOXO FRPHU XOXL FX DP QXQWXO 0DJD]LQHOH VSHFLDOL]DWH DOH
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SH SLD D LQWHUQD LRQDO  vQFKHLH DUDQMDPHQWH GH UHSUH]HQWDUH FX VRFLHW

L GH SH SLH HOH ORFDOH

FDUH GLVWULEXLH SURGXVHOH ORU ,QWHUZDWFK MRDF  UROXO GH LPSRUWDWRU I U  D VH RFXSD GLUHFW GH
GLVWULEX LH 6RFLHWDWHD GLVWULEXLH FHDVXULOH &LWL]HQ SULQ PDJD]LQHOH &LWL]HQ  PDJD]LQH  L

standuri specializate ale marilor magazine.


c)

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QXPHURDVHVXUVHH[LVW LRODUJ SDOHW GHSUH XUL$FHDVW SDOHW DFRSHU DWkWSUH XULUHGXVH

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pentru unicate.
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marea diversitate. Cele mai ieftine ceasuri ale firmei Citizen sunt cele automatice care
SRUQHVFGHODOHLLDUFHOHPDLVFXPSHJHQ1RELOLDGHS HVFOHL3HQWUX

FHLFXSRVLELOLW

LILQDQFLDUHUHGXVH&LWL]HQDUHRFROHF LHFDUHVHQXPHWH$GHFFDUDFWHUL]DW 

SULQPHFDQLVPHLFDUFDVHPDLVLPSOHLGHVLJQDVHP Q WRULFDUHFRVW GHODOHLvQ

sus.
d) Analiza macromediului din Romnia3HSODQPDLJHQHUDOSLD DFHDVXULORUHVWHLQIOXHQ DW GH
factorii de mediu. Cei mai semnificativi asemenea factori pentru planul de promovare au fost
JUXSD L vQWU-R DQDOL]  67(3 6RFLR-culturali, Tehnologici, Economici, Politicio-legali).
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Sociocultural:

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venituri ridicate;

QLYHOHGXFD LRQDOEXQ
FRPSRUWDPHQWGHFXPS UDUHvQJHQHUDOQRUPDGHIRUP ULGHFRPSRUWDPHQWODFXPS UDUH
SHQWUX DQXPLWH FDWHJRULL GH SRWHQ LDOL FXPS U WRUL PDL DOHV FX YHQLWXUL PLFL  GDWRUDWH
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GXELRDV 

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Tehnologic:

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sub aspect tehnologic;

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caraFWHULVWLFLORUSURGXVHORUVDXDOHPRGXOXLGHDPEDODUHLSUH]HQWDUH
Economic:

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LRPDMXOXLDVRFLDWDFHVWRUDFHHDFHDUHGXVVXUVHOHGHYHQLWDOHXQHLS U LLPSRUWD

nte a

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SURGXVHGHFDOLWDWHFXP UFLUHFXQRVFXWH FD]XO&

itizen);

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FRPHUFLDOL]DWHSHSLD DURPkQHDVF 

ratele ridicate ale dobnzilor SUDFWLFDWH GH E

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Politic:

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vQFHDS RDIDFHUH

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RSHUD

iuni comerciale.

3.

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OHIDF

ID

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care are ca efect o

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FRPSHWLWLYLW

LLSULQSUH 

Accizele. Deoarece ceasurile sunt considerate un produs de lux, mai ales cele de
PDUF  DFFL]HOH ULGLFDWH DSOLFDWH OD YDORDUHD vQ YDP  D FHDVXULORU OD FDUH VH DGDXJ 
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-o

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prH XUL DYDQWDMRDVH /D DFHVWHD VH DGDXJ

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FDUHvPELQ RFDOLWDWHEXQ FXSUH XULFRPSHWLWLYH&RQFXUHQ DSURGXVHORUURPkQHWLHVWH


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LL,QWHUZDWFK

b) $WXXULOHLVO ELFLXQLOHVRFLHW LL,QWHUZDWFK


Ca atuuri SHFDUHVHED]HD] VRFLHWDWHDDXIRVWUH LQXWH

Portofoliul de produse FDUH HVWH FRQVWLWXLW GLQ DUWLFROH GH R FDOLWDWH EXQ  L IRDUWH
EXQ  vQWU-R JDP  WLSR-VRUWLPHQWDO  YDULDW  DSW  V  VDWLVIDF  WRDWH H[LJHQ HOH
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importate, aducnd n ultimii ani produse precum ceasuri subacvative, ceas solar
SUHY ]XWFXFRQGHQVDWRUHFRORJLFFHDVXULSUHY ]XWHFXUDGLR

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-un

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LL GH LPSRUW L GLQ DOWH

UL SH OkQJ  -DSRQLD 1RLL SDUWHQHUL DL

Interwatch provin din Germania, Hong Kong, Taiwan, ceasurile importate din aceste
VXUVH ILLQG LGHQWLFH GLQ SXQFW GH YHGHUHFDOLWDWLY L  DO SDUDPHWULORUFX FHOH LPSRUWDWH

din Japonia.

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atragerea de non consumatori

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vQILLQ DUHDXQHLUH HOHGHPDJD]LQHvQWRDWHPDULOHRUDHDOH5RPkQLHL

4. Obiectivele planului
Prin plan sunt propuVHGRX FDWHJRULLGHRELHFWLYH
a) Obiective cantitative, exprimate prin:

9ROXPHFDQWLWDWLYHLYDORULFHDOHLPSRUWXULORUFDUHVXQWFHOHGLQWDEHOXOQU

Tabelul nr.2
IMPORTURI PRECONIZATE DE INTERWATCH PENTRU ANUL VIITOR
&DQWLWDWH EXF

Produs
&HDVGHPkQ 
&HDVGHWHSW WRU
3HQGXO

Ceas subacvatic
Ceas cu radio
TOTAL

WL

Valoare (mil.lei)
16.100
4.400
625
3.500
3.100
27.725

14.000
6.100
300
1.250
1.400
23.050

'H]YROWDUHD SLH HL SULQ VSRULUHD DULHL GH GHVIDFHUH vQ

DU  FD XUPDUH D vQILLQ

magD]LQHSURSULL FHOSX LQvQXUP WRUXODQ LDFUHWHULLQXP


n care sunt comercializate ceasurile Citizen.

0HQ LQHUHDFRWHLGHSLD

ULL GH QRL

UXOXLGHPDJD]LQHXQLYHUVDOH

 GH vQFRQGL LLOHFUHWHULLYROXPXOXLYkQ] ULORU

b) Obiective calitative:

Promovarea spoULW  DWkW SULQ FUHWHUHD FRPSOH[LW

LL PL[XOXL SURPR LRQDO FDUH YD FXSULQGH

SXEOLFLWDWHWkUJXULLH[SR]L LLUHOD LLSXEOLFHFkWLSULQDORFDUHDXQXLEXJHWFkWPDLPDUHQ


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25%
20%
10%
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din efortul total pentru promovare.


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ai ceasurilor Citizen importate de Interwatch;

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oferite.

7. Bugetul planului
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Tabelul nr.3
%8*(78/35202
&8(9,'(1

,21$/$/2&

AT PLANULUI PENTRU ANUL VIITOR

,(5($'(&,'(1

$FWLYLWDWHDSURPR LRQDO
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QXPDL

SO

L

Resurse
financiare
(mil.lei)
700

,/25,5(63216$%,/,/25

Decident

Responsabil

(FKLSDPDQDJHULDO

Biroul de marketing

(FKLSDPDQDJHULDO

Biroul de marketing

Biroul de marketing
Biroul de marketing

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'LUHF LDHFRQRPLF

Biroul de marketing
-

Biroul de marketing
-

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692,5
554,5
415,5
437,5
2770

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0DWHULDOHSURPR LRQDOH

TOTAL
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elul nr.4.
Tabelul nr.4

%8*(78/$/2&$73$57,&,3
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ULL

Sport
TIBCO
([SR]L LD

VSHFLDOL]DW 

GH

5,,/$75*85,,(;32=,

,,$18/9,,725

Cost planificat (mil.lei)


70
140
160

Termen
Iunie
Iunie
Septembrie

112
90,5
120
692,5

Octombrie
Decembrie
Stand permanent

ceasuri
TIB
&U FLXQ

WTCB
TOTAL

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preajma s

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GHFHOHODOWHOXQL

Probleme de rezolvat:
1.
2.
3.

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LL,QWHUZDWFKLFDX]HOHORU

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FDUH FKHOWXLHOLOH SURSXVH FRUHVSXQG vQ YROXP L VWUXFWXU

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LL L FX

obiectivele planului.
4.

&H UHFRPDQG
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UL D L IDFH SHQWUX vPEXQ


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