MODALITATI DE ORGANIZARE SI

OPTIMIZARE A PRODUCTIEI IN CADRUL

UNEI INTREPRINDERI DE PROCESARE LAPTE
INTRODUCERE
Alimentaia este o nevoie biologic !"n#amental $i "n #%e&t !"n#amental al om"l"i
stat"at 'n Ca%tea Nai"nilo% Unite( ca%e 'nseamn #e !a&t #%e&t"l la e)isten al acest"ia*
In#"st%ia alimenta%( &%in &on#e%ea im&o%tant ce o #eine 'n ca#%"l ansambl"l"i
in#"st%iei( este &%ima #int%e in#"st%ii ca%e &oate c%ea loc"%i #e m"nc &ent%" #ive%se catego%ii ale
&o&"laiei a&te #e m"nc( #is&"n+n# #e la%gi &osibiliti &ent%" valo%i!ica%ea at+t a #ive%sitii
mate%iilo% &%ime( c+t $i a %es"%selo% "mane*
Alege%ea celei mai &ot%ivite st%ategii manage%iale &ent%" o 'nt%e&%in#e%e %e&%e,int o
#eci,ie !"n#amental &ent%" !"nciona%ea( #e,volta%ea $i obine%ea bene!iciilo%*
Acest as&ect se im&"ne $i 'n ca,"l 'nt%e&%in#e%ilo% &%ocesatoa%e #e la&te ca%e &ent%" a-$i
asig"%a s"&%avie"i%ea &e &ia t%eb"ie s gseasc cele mai b"ne va%iante menite s satis!ac
ce%e%ea &ent%" la&te $i &%o#"se lactate #a% $i satis!ace%ea obiectiv"l"i o%ic%ei activiti #e come%
- obine%ea &%o!it"l"i*
.
1.2. STADIUL CERCETRILOR MANAGEMENTULUI PRODUC IEI
Management"l &%o#"c iei este &%im"l #omeni" #in management"l in#"st%ial ca%e a
c&tat "n ca%acte% stiin i!ic* /n gene%al #"& 0112( &%in i#enti!ica%ea "no% meto#e %a ionale( a
"no% legi i &%inci&ii( s-a &"t"t !ace t%ece%ea #e la "n management em&i%ic la "n management
stiin i!ic( ia% &%o#"c ia a !ost &%ima activitate #in 'nt%e&%in#e%e ca%e a !c"t salt"l %es&ectiv*
P%intele management"l"i &%o#"c iei este consi#e%at a !i 3%e#e%ic4 5inslo6 Ta7lo%
801.9- 0:0.;( ingine% ame%ican( &%omoto% al c"%entelo% #e %a ionali,a%e a m"ncii 'n sco&"l
intensi!ic%ii ei*
<a,ele o%gani,%ii $tiini!ice a &%o#"ciei $i a m"ncii a" !ost &"se #e 3%e#e%ic 5* Ta7lo%
801.9-0:0.; 'n l"c%a%ea =P%inci&les o! Scienti!ic Management= 8P%inci&iile con#"ce%ii $tiini!ice;
$i #e ct%e >en%7 3a7ol 80190-0:?.; 'n l"c%a%ea =A#minist%ation In#"st%ielle et gene%ale=
8Con#"ce%ea in#"st%ial $i gene%al;( #e$i &%eoc"&%i &ent%" !o%m"la%ea "no% &%inci&ii &%ivin#
o%gani,a%ea $i con#"ce%ea #i!e%itelo% o%gani,aii a" e)istat $i 'naintea acesto%a*
De,volta%ea &%o#"c iei #e b"n"%i mate%iale a !ac"t obiect"l m"lto% #e,bate%i teo%etice(
ca%e 'n &%inci&i"( %e#"c aceasta la &%oces"l #e &%o#"c ie i valo%i!ica%e a in!o%matiilo%* Alti
teo%eticieni 8Alvin To!le%( Daniel <ell; %ema%ca m"tatiile &%o!"n#e ca%e vo% avea loc in "%ma
%evol"tiilo% te@nico-stiinti!ice in "%ma ca%o%a &%eva# #eclin"l in#"st%iei i %e#"ce%ea %ol"l"i !o%tei
#e m"nca &%o#"ctive*
/nc #in Antic@itate( egi&tenii( c@ine,ii $i 'nvaii g%eci a" !ost &%eoc"&ai #e &%obleme
&%ivin# con#"ce%ea $i a#minist%a%ea* E)istena "n"i ti& #e management 'n acele v%em"%i tim&"%ii
este evi#ent( &%oiecte ca Pi%ami#ele sa" ca Ma%ele Zi# C@ine,esc ne&"t+n#"-se %eali,a alt!el* C"
toate acestea( im&o%tana management"l"i n" a !ost %ec"nosc"t 'n acea &e%ioa# 8%a%eo%i
consi#e%+n#"-se c s"cces"l "no% aci"ni se #ato%a mo#"l"i 'n ca%e a" !ost con#"se;*
D"& o 'n#el"ngat &e%ioa# isto%ic( &e &a%c"%s"l c%eia n"me il"st%e ca Roge% <acon(
Leona%#o Da Ainci( Galileo Galilei( Be&le%( 3e%mat( Rane Desca%tes( 3%ancis <acon( St"a%t Mill
a" #e&"s e!o%t"%i im&o%tante &ent%" c%istali,a%ea meto#ei $tiini!ice #e investiga%e a !enomenelo%
&%ec"%so%ii a&lic%ii meto#ei $tiini!ice 'n o%gani,a%ea &%o#"ciei*
/n &e%ioa#a ante%ioa% &%im"l"i %,boi mon#ial( cvasitotalitatea &%o#"selo% ag%icole ale
sol"l"i e%a" v+n#"te !% a !i &%ocesate( sa" #ac e%a" &%ocesate aceasta se !cea s"ma%( 'n !e%me
9
sa" 'n mici "niti a&%o&iate #e !e%me 8mo%i( b%"t%ii( cov%ig%ii( "scto%ii #e !%"cte etc*;* Unt"l $i
b%+n,a moale( #e e)em&l"( n" s"nt &%o#"se 'n !ab%ic #ec+t #"& al #oilea %,boi mon#ial*
Conse%vele #e leg"me $i !%"cte( #"lce"%ile etc* e%a" a&anaC"l menaCelo%( $i #oa% 'n !oa%te &"ine
ca,"%i al !ab%ic%ii 'nainte #e a !i lansat &%o#"cia alimenta% in#"st%ialD 'n sc@imb( &%e&a%atele
#in ca%ne $i &%o#"sele conse%vate &%in s%a%e a" c"nosc"t o #e,volta%e in#"st%ial 'nc #e la
'nce&"t"l secol"l"i( 'n 3%ana !iin# const%"it o !ab%ic #e &%o#"se conse%vate &%in s%a%e la
Levallois( 'n 01:E*
D"& cel #e al #oilea %,boi mon#ial( o#at c" o%gani,a%ea 'nt%e&%in#e%ilo% ag%icole
socialiste #in a%a noast% a" !ost c%eate con#iii #eosebit #e !avo%abile &ent%" &%o#"ce%ea $i
v+n,a%ea 'n e)te%io% a "no% cantiti s&o%ite #e ca%ne* S-a" o%gani,at ast!el 'ng%$to%ii #e ma%i
&%o&o%ii( 'n ca%e se !olosesc cele mai mo#e%ne te@nologii #e c%e$te%e $i 'ng%$a%e( c" "n nivel
avansat #e mecani,a%e( "n mate%ial biologic valo%os #in %ase &e%!ecionate( @%ana !iin# constit"it
#in s"bstit"eni #e la&te $i n"t%e"%i combinate* Toate acestea o!e% &osibilitatea liv%%ii %itmice a
"n"i n"m% ma%e #e animale( 'n &a%ti,i ma%i( bine !inisate $i c" o e!icien economic %i#icat*
80E;*
E)&o%t"l #e ca%ne #e ta"%ine este 'nc"%aCat &%in stabili%ea "no% &%e"%i %em"ne%ato%ii $i
aco%#a%ea #e &%ime #e e)&o%t( ast!el 'nc+t 'nt%e&%in#e%ile &%o#"ctoa%e s"nt cointe%esate s liv%e,e
an"al cantiti c+t mai ma%i #e ca%ne( #e calitate s"&e%ioa%* /n acela$i tim&( ca%nea #e ta"%ine
&oate cont%ib"i s"bstanial la ec@ilib%a%ea balanei #e &li come%ciale e)te%ne( #eoa%ece c"%s"l #e
%eveni%e este !oa%te va%iabil 'n com&a%aie c" cel al alto% &%o#"se ag%icole e)&o%tate
1.3. STRUCTURA INDUSTRIEI ALIMENTARE
/n ca#%"l economiei naionale( 'nt%e #i!e%itele sisteme #e &%o#"cie ce o com&"n e)ist o
se%ie #e inte%#e&en#ene #e int%a%e $i ie$i%e ca%e( 'n !"ncie #e g%a#"l #e co%ela%e( asig"% o b"n
!"nciona%e*
Conin"t"l sistemelo% #e &%o#"cie #e&in#e #e 'ntin#e%ea ve%igilo% #e &%o#"cie &e ca%e
acestea le incl"# !iin# !o%mate #in loc"l #e m"nc( ca%e c"&%in#e cl#i%ea 'n ca%e se #es!$oa%
&%o#"cia( m"ncito%ii( "tilaCele $i ec@i&amentele necesa%e &ent%" e!ect"a%ea an"mito% o&e%aii
te@nologice*
Ae%igile #e &%o#"cie %e&%e,int linii #e !ab%icaie( atelie%e( secii $i !ab%ici* La %+n#"l lo%
acestea se 'mbin m !"ncie #e st%"ct"%a &%o#"ciei stabilit 'n 'nt%e&%in#e%i in#"st%iale*
/nt%e&%in#e%ile in#"st%iale s"nt g%"&ate 'n in#"st%ia alimenta% 'n cent%ale in#"st%iale #"&
c%ite%i"l mate%iilo% &%ime &%el"c%ate 8in#"st%iali,a%ea c%nii( a la&tel"i( a &e$tel"i( etc*; sa" #"&
&%o#"sele &e ca%e "%mea, s le obin 8in#"st%ia "lei"l"i( mo%%it-&ani!icaie( etc*;*
E
In#"st%ia alimenta% este st%"ct"%at 'n c+teva %am"%i mai im&o%tante ca%e #ein &on#e%i
#i!e%ite in total"l in#"st%iei alimenta%e*
P%inci&alele s"b%am"%i ale in#"st%iei alimenta%e s"ntF
G in#"st%ia c%nii(
G in#"st%ia la&tel"i
G in#"st%ia ,a@%"l"i(
G in#"st%ia "lei"%ilo% vegetale*
G in#"st%ia conse%velo%(
G in#"st%ia mo%%it"l"i $i &ani!icaiei(
G in#"st%ia vin"l"i $i alcool"l"i(
G in#"st%ia be%ii*
G in#"st%ia t"t"n"l"i*
/n ca#%"l economiei naionale %es"%sele mate%iale "tili,ate 'n in#"st%ia alimenta% ci%c"l
&e ba,a acelo%a$i legiti in#i!e%ent #e %am"%a economic sa" #estinaie*
C" toate acestea( &e &iaa &%o#"selo% inte%me#ia%e #estinate cons"m"l"i &%o#"ctiv #in
in#"st%ia alimenta% e)ist an"mite &a%tic"la%iti i,vo%+te #in nat"%a $i #estinaia #i!e%it a
acesto%a( !a #e cele #e &e &iaa b"n"%ilo% #e cons"m !inal ne&%o#"ctiv*
Aceste &a%tic"la%iti se #i!e%enia, &e %am"%i $i sectoa%e #e activitate ca "%ma%e a
ca%acte%isticilo% &%o#"ctive ale %es"%selo% "tili,ate( a #estinaiei acesto%a( a nat"%ii &%o#"selo%( a
nivel"l"i #e te@nicitate $i a alto% as&ecte &a%tic"la%e &%ivin# &%o#"cia( ci%c"laia $i "tili,a%ea
%es"%selo%*
1.4. PRODUCEREA LAPTELUI N ROMNIA
Evenimentele #in Decemb%ie 0:1: a" av"t "n im&act #eosebit as"&%a economiei
%om+ne$ti 'n gene%al $i a ag%ic"lt"%ii 'n s&ecial* Des!iina%ea IAS-"%ilo% $i CAP-"%ilo% $i t%ece%ea
te%en"l"i ag%icol $i a e!ectivelo% #e animale #in &%o&%ietatea #e stat 'n &%o&%ietatea &%ivat a"
#ete%minat &%o!"n#e %est%"ct"%%i at+t 'n secto%"l vegetal c+t $i ,oote@nic*
Secto%"l ,oote@nic a s"&o%tat cel mai g%e" $oc"l t%an,iiei* /n &%e,ent cea mai ma%e &a%te
a e!ectivelo% #e animale $i &s%i se gsesc 'n &%o&%ietate &%ivat* P+n 'n an"l ?221( e!ectivele #e
animale a" av"t o ten#in accent"at #e sc#e%e( la cele mai m"lte s&ecii( acestea !iin# %e#"se la
mai &"in #e C"mtate* Ca",ele ca%e a" #"s la acest #e,ast%"( 'n %am"%a ,oote@nic( se #ato%ea,
'n &%inci&alF
#ist%"ge%ii $i 'n "nele ca,"%i c@ia% #emol%ii ca&acitilo% ,oote@niceD
elimina%ea e)em&la%elo% slab &%o#"ctive #in e!ectiv"l totalD
1
libe%ali,a%ea !% #isce%nm+nt a e)&o%t"l"i $i im&o%t"l"i #e &%o#"se #e o%igine
animal( !% a se im&"ne nici "n !el #e %est%icii*
C%e$te%ea $i e)&loata%ea ta"%inelo% oc"& "n loc a&a%te 'n ,oote@nia %om+neasc* Av+n#
'n ve#e%e im&o%tana Hsecto%"l"i - la&te $i &%o#"se lactateI 'n alimentaia "man( c%e$te%ea
vacilo% #e la&te se #eta$ea, !a #e ta"%inele &ent%" ca%ne( constit"in#"-se ast!el ca o catego%ie
a&a%te*
/n tabel"l 0*0. este &%e,entat sit"aia e!ectivelo% #e ta"%ine $i a e!ectivelo% #e vaci #e
la&te 'n &e%ioa#a 0::2-?202( con!o%m #atelo% c"&%inse 'n An"a%"l Statistic al Rom+niei*
Tabelul nr.1.1
Situaia efeti!e"#$ %e &#!i'e (i !ai %e "a)te 1**+,2+11
Sursa: Anuarul Statistic al Romniei, 2011
Din #atele &%e,entate &"tem obse%va sc#e%ea #%astic a e!ectivelo% #e bovine $i vaci #e
la&te #"& an"l 0::2* Aceast sc#e%e este &%o&%ie &e%ioa#ei 0::2-?221( c+n# e!ectivele #e
bovine s-a" %e#"s la mai m"lt #e C"mtate( c" o %at me#ie #e ..(.J( ia% e!ectivele #e vaci #e
la&te s-a" %e#"s c" ?:(?J*
P%oces"l #e #imin"a%e a e!ectivelo% #e bovine $i a celo% #e vaci #e la&te a%e intensiti
#i!e%ite( &e &a%c"%s"l &e%ioa#ei anali,ate* Ast!el cele mai ma%i %e#"ce%i s-a" 'n%egist%at 'n
&e%ioa#a 0::2-0::E( la bovine( %ata me#ie #e sc#e%e !iin# #e K.(LJ ia% la vacile #e la&te #e
?0(KJ* D"& an"l 0::E( ten#ina #e sc#e%e se menine &+n 'n ?221( #a%( #e o manie% mai
%e#"s( %ata me#ie #e #imin"a%e a e!ectivelo% #e bovine !iin# #e 01(.J( ia% la vacile #e la&te #e
:(:J*
:
A'u"
-#!i'e ./ii a)ete0 1ai %e "a)te ./ii a)ete0
T#ta" Set#$ )$i!at T#ta" Set#$ )$i!at
1**+ 9?:0 ?21? ?K91 000E
1**1 .L10 ?L1: ?0?L 0?.2
1**2 KL.. L.2? ??99 ?2?E
1**3 L91L L202 ?2?. 0101
1**4 L.:E L2.2 0:E: 0E:9
1**2 LK10 L2.9 0:9L 012K
1**3 LK:9 L0L? 0:1L 0:92
1**4 LKL. L02? 0:L: 0100
1**5 L?L. ?::E 01KK 0:E9
1*** L0KL ?:L1 0E:K 0E2:
2++3 L2.0 ?:?: 0E9: 0E09
2++4 ?1E2 ?E:9 0EE. 0EK0
2++5 ?122 ?E.L 0EK9 0E?K
2++* ?1E1 ?EKE 0E.: 0EK.
2+1+ ?1:E ?1EE 0E.. 0EK1
D"& an"l ?221 se &oate obse%va o "$oa% c%e$te%e( at+t 'n ceea ce &%ive$te e!ectivele #e
bovine( c+t $i e!ectivele #e vaci #e la&te* La bovine %ata #e c%e$te%e 'n inte%val"l ?221-?202 este
#e L(KJ( ia% la vacile #e la&te #e 2(.0J*
Ast!el( #ac 'n 0::2( 'n secto%"l #e stat e%a" concent%ate 99(:J #in e!ectivele totale #e
bovine( &on#e%ea acest"i secto% a sc,"t simito%( 'n !avoa%ea secto%"l"i &%ivat( 'n an"l ?202(
acesta #in "%m( concent%+n# a&%oa&e 'nt%eg e!ectiv"l #e bovine( ::(LJ*
Acela$i l"c%" e valabil $i &ent%" e!ectivele #e vaci #e la&te* /n an"l 0::2( 'n secto%"l #e
stat e%a" concent%ate .K(EJ #in e!ective( ia% 'n secto%"l &%ivat K.(LJ* /n an"l ?202( 'n secto%"l #e
stat s"nt concent%ate "n n"m% mic #e vaci #e la&te( E222 ca&ete( a#ic #oa% 2(2KJ* Secto%"l
&%ivat este &%e&on#e%ent 'n e)&loata%ea vacilo% #e la&te !iin# %e&%e,entat 'n &%inci&al #e
e)&loataiile mici( #e 0-? ca&ete*
1.2. PROCESAREA PRODUC6IEI DE LAPTE
P$#e7a$ea "a)te"ui e7te # #/)#'e't8 i/)#$ta't8 a )ieei "a)te"ui. Ea 7e $ea"i9ea98
u )$e8%e$e :' u'it8i 7)eia"i9ate. 'ai'te %e 1*5*; :' fiea$e <u%e e=i7ta >te u' ICIL
a$e )$e"u$a "a)te"e )$#!e'it %e "a )$#%u8t#$ii %i' <u%eu" $e7)eti!. Ca)aitatea %e
)$e"u$a$e e$a %i/e'7i#'at8 :' fu'ie %e $ea"i98$i"e e=i7te'te. Se )$e"u$au a'tit8i a$e
a<u'?eau @ia$ "a 2++.+++ " "a)teA9i. Ofe$ta %e "a)te e$a #'e't$at8 :' )$i'i)a" :' IAS,u$i
(i CAP,u$i; %a$ (i %i' ?#7)#%8$ii"e )#)u"aiei 7e #"eta # a'titate i/)#$ta't8 %e "a)te.
/n &%e,ent( in#"st%ia &%ocesatoa%e 'n #omeni"l la&tel"i $i a &%o#"selo% lactate c"&%in#e
'nt%e&%in#e%i ma%i #e stat sa" !oste ma%i 'nt%e&%in#e%i #e stat ca%e s-a" &%ivati,at( &l"s "n secto%
&%ivat #e sca% mic( 'n &lin #e,volta%e( ca%e s-a e)tins #"& an"l 0::2* P+n la s!+%$it"l an"l"i
?22E a" !ost &%ivati,ate K9 #e !ab%ici #e &%ocesa%e( ia% E e%a" 'n c"%s #e &%ivati,a%e* Pa%alel c"
&%ivati,a%ea societilo% e)istente a" !ost 'n!iinate $i alte societi #e &%ocesa%e*
/n &%e,ent( la&tele mate%ie &%im &%ovine 'n &%inci&al #in gos&o#%iile &o&"laiei* Secto%"l
#e a&%ovi,iona%e este !%agmentat ceea ce &%es"&"ne cost"%i %i#icate #e t%ans&o%t* Micii
&%o#"cto%i n" a" ec@i&anete #e %ci%e a la&tel"i &ent%" a &"tea asig"%a &st%a%ea la&tel"i" 'n
con#iii #e calitate*
/nt%e&%in#e%ile #e &%el"c%a%e 'nt+m&in #i!ic"lti 'n a&%ovi,iona%ea c" la&te* Colect%ea
la&tel"i se !ace c" #i!ic"ltate* Un !acto% #eosebit ca%e in!l"enea, asig"%a%ea sa" n" a cantitii
#e la&te #estinat &%oces%ii este &%e"l mic &ltit &%o#"cto%ilo% $i ne&lata la tim& a acest"ia* Se
&oate obse%va e)istena( 'nc( a "n"i management #e!ect"os al o!e%tei #e la&te( com&a%ativ c"
%ile Uni"nii E"%o&ene* Asig"%a%ea "nei mate%ii &%ime #e calitate &%in %eele e!iciente #e
colecta%e a la&tel"i este !oa%te im&o%tant &ent%" &%ocesato%i*
02
Statisticile a%at c 'n "ltimii ani( &%inci&ala &%oblem a secto%"l"i #e &%o#"ce%e a
la&tel"i este "tili,a%ea "nei cantiti 'nsemnate #e la&te 'n ca#%"l e)&loataiilo% ag%icole $i &ent%"
v+n,%ile #i%ecte &e &ieele %ne$ti( n"mai o cantitate %e#"s !iin# #estinat &%el"c%%ii*
Ast!el( asa c"m %eiese #in 3ig"%a 0*?( &%inci&alele #estinaii ale &%o#"ciei #e la&te s"ntF
a"tocons"m"l 8K0J;( cons"m"l te@nologic 80?J;( liv%%ile #i%ecte &e &iaa %neasc( #e cele
mai m"lte o%i( 'n con#iii neco%es&"n,toa%e #e calitate $i igien 8?9J; $i ct%e "nitile #e
&%ocesa%e8?0J;*
3ig"%a 0*? - Destinaii ale &%o#"ciei #e la&te
Pon#e%ea im&o%tant &e ca%e o #eine cons"m"l !amilial 'n total"l o!e%tei #e la&te ce%ti!ic
!a&t"l c o ma%e &a%te a e)&loataiilo% #e vaci #e la&te &%o#"c &ent%" a"tocons"m $i aceasta
#eoa%eceF
e!ectivele s"nt %e#"se $i c%esc"te 'n sistem #e,o%gani,atD
&%e"l o!e%it #e &%ocesato% n" com&ensea, e!o%t"l #e&"s &ent%" %eali,a%ea
&%o#"cieiD
&%o#"cto%ii n" a" con#iiile igienico-sanita%e necesa%e &ent%" stoca%ea la&tel"i
&+n la &%el"c%a%eD
slaba a&%ovi,iona%e a canalelo% #e #ist%ib"ie #e la &%o#"cto% la cons"mato%*
A+n,%ile #i%ecte &e &iaa %neasc se sit"ea, &e loc"l #oi 'n total"l o!e%tei #e
la&te*
Pe loc"l al t%eilea se a!l liv%%ile ct%e "nitile s&eciali,ate #e &%el"c%a%e a la&tel"i* O
&%ovoca%e maCo% &ent%" #e,volta%ea come%cial a secto%"l"i #e la&te $i &%o#"se lactate o
const"t"ie c%e$te%ea cantitii #e la&te c%"#( #e b"n calitate( #estinat secto%"l"i #e &%ocesa%e( la
&%e"%i com&etitive &ent%" ambii &a%tene%i*
00
P%inci&ala ca%acte%istic a secto%"l"i #e &%o#"ce%e a la&tel"i $i &%o#"selo% lactate este
"tili,a%ea "nei &%o&o%ii %elativ mici #in cantitatea total #e la&te &ent%" in#"st%iali,a%e*
La&tele &%ocesat %e&%e,int n"mai o !%aci"ne #in total"l la&tel"i &%o#"s* /n C"% #e 12J
#in cantitatea total #e la&te este cons"mat 'n gos&o#%ie sa" v+n#"t &e &ieele %ne$ti( 'n
&%inci&al s"b !o%m #e la&te lic@i#( b%+n,et"%i sa" sm+nt+n* Rest"l #e ?2J este liv%at la
'nt%e&%in#e%ile #e &%ocesa%e a la&tel"i*
Datele &%e,entate 'n tabel"l 0*.. a%at c+teva as&ecte ale e!icienei secto%"l"i #e &%ocesa%e
a la&tel"i( i#ic+n# #e asemenea #i!e%enele #int%e com&aniile ma%i( c" &este .2 #e angaCai $i cele
c" mai &"in #e .2 #e angaCai*
Tabelul 1.4
I'%iat#$ii %e )e$f#$/a'8 )e't$u i'%u7t$ia "a)te"ui (i a )$#%u7e"e"#$ "atate
I'%iat#$i fi'a'ia$i (i e#'#/ii
't$e)$i'%e$i u 2+ %e
a'?a<ai (i )e7te
't$e)$i'%e$i u /ai
)ui' %e 2+ %e a'?a<ai
2++* 2+1+ 2+11 2++* 2+1+ 2+11
N"m%"l 'nt%e&%in#e%ilo% .E 9K :L 1.0 :2: 02.:
Ca&ital"l social( L0M0? 8milia%#e lei; L1E :9K 0E2E 0?: E? 010
N"m%"l me#i" #e angaCai 0.?EL 0L1?1 00EK0 ?E.9 K.01 KE29
Ci!%a #e a!ace%i 8milia%#e lei; 0129 ?E9E 9K0? .:9 L1: 0:00
P%o#"cia e)e%citi"l"i 8milia%#e lei; 0E:2 ?L:2 92?: L.E LL? 0.?:
E)&o%t"%i #i%ecte 8milia%#e lei; E 0KE 01L E - ?
Aaloa%ea a#a"gat b%"t la cost"%ilo%
!acto%ilo% 8milia%#e lei;
K1. 9.1 0L:K 9: .. 0L2
E)ce#ent b%"t e)&loata%e 8milia%#e lei; 0EL ?02 .L1 ?: 0? -L?
Re,"ltat"l b%"t al e)e%citi"l"i 8ml# lei; 1? -E2 -? -E2 -9K -0K9
Investiii 8milia%#e lei; E: L:2 K?E E? K. 0EE
Ci!%a #e a!ace%i &e angaCat 8mil lei; 001(? ?22(0 .K9 ?09(? 19(0 K29
E)ce#ent"l b%"t #e e)&lata%eMangaCat 8mil lei; 00(L 0.(? K.(1 02(. ?(E -9(E
Sursa: Letiia Zahiu olitici !i "iee a#ricole, $%itura &eres, 'ucure!ti, 2011
P%inci&alele ten#ine mani!estate &e &ia( 'nt%e "nitile #e &%ocesa%e( &ot !i
sinteti,ate ast!elF
c%e$te%ea n"m%"l"i "nitilo% #e &%ocesa%e concomitent c" %e#"ce%ea n"m%"l"i
#e angaCai( "%m%in#"-se ast!el c%e$te%ea &%o#"ctivitii m"nciiD
m%i%ea ca&ital"l"iD
c%e$te%ea ci!%ei #e a!ace%i( a valo%ii a#"gate b%"te $i a venit"%ilo% o&e%aionale
8total v+n,%i min"s cost"%i va%iabile; at+t &e ansambl"l "nitii c+t $i la nivel #e angaCaiD
c%e$te%ea investiiilo%*
0?
Din &"nct #e ve#e%e al ci!%ei #e a!ace%i &e an"l ?200( sit"aia &%ivin# ie%a%@ia
ma%ilo% com&anii &%ocesatoa%e se &%e,int ast!el F
0* S*C Danone S*A*
?* S*C 5@itelan# Im&o%t N E)&o%t S*R*L
L* S*C 3%ieslan# Rom+nia S*A*
K* S*C Na&olact S*A*
.* S*C Albalact S*A*
9* S*C >oc@lan# Rom+nia S*R*L*
E* S*C Delaco Dist%ib"tion S*A*
1* S*C Do%na S*A*
:* S*C In#"st%iali,a%ea La&tel"i M"%e$ S*A*
02* SC TRD Tn"va Rom+nia Dai%ies S*R*L
P%inci&alele ca%acte%istici ale "nitilo% #e &%ocesa%e s"ntF
maCo%itatea acesto% "niti( &este :2J( a" mai &"in #e .2 #e angaCaiD
inte%val"l #e tim& 0:::-?200 se ca%acte%i,ea, &%in c%e$te%ea n"m%"l"i #e
"niti #e &%ocesa%e #e la :2: la 02.:( c%esc+n# $i ca&ital"l social( ci!%a #e a!ace%i $i
valoa%ea investiiilo%D
'n &e%ioa#a 0:::-?200 a" c%esc"t #e asemenea valoa%ea a#"gat b%"t $i
venit"%ile o&e%aionale*
Aceste #ate &%e,int o sinte, a 'nt%egii activitii #in acest #omeni"* 3ieca%e
"nitate 'ns( &oate avea %e,"ltate ca%e #i!e% mai m"lt sa" mai &"in #e sit"aia &%e,entat*
Re,"ltatele obin"te #e&in# 'n ma%e ms"% #e e!iciena 'n "tili,a%ea %es"%selo%( gama
so%timental( calitatea &%o#"selo% obin"te $i n" 'n "ltim"l %+n# #e abilitile manage%iale
$i #e ma%4eting ale con#"ce%ii "nitii*
Logistica valo%i!ic%ii la&tel"i este "n e)em&l" evi#ent al mo#"l"i 'n ca%e &o%nin#
#e la o mate%ie alimenta% c" valoa%e n"t%itiv $i ma%e #is&onibilitate #e &%el"c%a%e se
&oate constit"i "n mac%osistem #e !ab%icaie ce %eali,ea, &%in te@nologii va%iate o !oa%te
la%g gam so%timental( aten"ea, se,onalitatea &%o#"ciei( cons"m"l"i $i altele*
2.1 CONCEPTE DE STRATEGIE BI POLITIC DE CIRM
Te%men"l #e st%ategie a%e o isto%ie vec@e( m"ltimilena%( venin# #in antic@itatea g%eac
tim&"%ieD #e la c"v+nt"l Ost%ategosI( !olosit 'n a%ta milita% a v%emii*
P%in st%ategos( g%ecii #e!inea" %ol"l gene%al"l"i #in !%"ntea "nei a%mate( #ob+n#in# mai
a&oi sens"l #e a%t a gene%al"l"i* A#ic o s"m #e abiliti &si@ologice $i com&o%tamentale ca%e
0L
!acilita"( acest"i coman#ant( 'n#e&lini%ea misi"nii sale( %es&ectiv %ol"l"i as"mat 'nt%-o
#es!$"%a%e #e evenimente*
A%emea l"i Pe%icle aco%# noi"nii #e st%ategie sens"l #e con#"cto%( #eci o conotaie
manage%ial( ia% 'n tim&"l l"i Ale)an#%" Mace#on( st%ategia #esemna abilitatea #e a-l co&le$i &e
#"$man &%int%-o #es!$"%a%e #e !o%e( evi#ent milita%e*
P%in st%ategie( 'nelegem ast,i( "n ansambl" #e &lan"%i( meto#e( st%atageme $i obictive(
ca%e #esc%i" o manie% #e abo%#a%e a "nei sit"aii con!lict"ale #int%-"n an"me #omeni"( ca%e se
#es!$oa% &e te%men l"ng( !a&t ca%e o #eosebe$te #e noi"nea #e tactic( ca%e a%e 'n ve#e%e "n
ansambl" #e aci"ni 8meto#e( &lan"%i etc*;( menite s con#"c la %eali,a%ea "n"i obictiv sa" a
"n"i ansambl" #e obiective &e te%men sc"%t*
/n &lan economic( st%ategiile a" "n %ol im&o%tant 'n conce&e%ea $i !"n#amenta%ea
activitilo% s&eci!ice !i%melo%* 3iin# o conc%eti,a%e a &%evi,i"nii( st%ategiile economice( ca $i
&oliticile #e !i%m( t%asea, calea #e,volt%ii !iec%ei 'nt%e&%in#e%i* Acest as&ect( #e,volta%ea(
#e&in#e #e conin"t"l st%ategiilo% a&licate #e ms"%a 'n ca%e acestea menin $i am&li!ic
segment"l #e &ia oc"&at( &%o!itabilitatea obin"t*
Pete% D%"c4e%( vo%bin# #es&%e im&o%tana st%ategiei &ent%" !i%me $i #es&%e conin"t"l ei(
'nc #in an"l 0:.K( %elv c aceasta %s&"n#e la #o" 'nt%eb%iF O/n ce const a!ace%eaPI $i OCa%e
t%eb"ie s !ie obiectiv"l #e activitate al !i%meiPI* Da% st%ategia este #e!init temeinic( &ent%"
&%ima #at( #e Al!%e# C@an#le% 'n mo#"l "%mto%F OSt%ategia este #ete%mina%ea &e te%men l"ng a
sco&"l"i $i a obiectivelo% "nei 'nt%e&%in#e%i( a#o&ta%ea c"%s"%ilo% #e aci"ne $i aloca%ea %es"%selo%
necesa%e &ent%" %eali,a%ea obiectivelo% &%o&"seI* Aceast #e!iniie 'ns n" #i!e%enia, &%oces"l
#e elabo%a%e a st%ategiei #e st%ategia 'ns$i* Acest as&ect( al #i!e%enie%ii( l-a" evi#eniat( &%int%e
&%imii( Bennet@ An#%e6s $i Igo% Anso!!* Ast!el( &%im"l #e!ine$te st%ategia ca !iin# st%"ct"%a
obiectivelo%( sco&"%ile( &oliticile $i &lan"%ile maCo%e #e %eali,a%e a lo%( stabilite 'n a$a !el( 'nc+t s
#e!ineasc obiect"l( act"al sa" #e viito%( al a!ace%ii $i ti&"l #e 'nt%e&%in#e%e &%e,ent sa"
&%econi,at( al #oilea( t%atea, st%ategia ca !iin# a)"l com"n al aci"nilo% o%gani,aiilo%(
&%o#"selo% sa" &ieelo%( ca%e #e!inesc nat"%a esenial a activitii economice( &e ca%e !i%ma o
%eali,ea, sa" o stabile$te &ent%" viito%*
Mai cla% este #e!inia l"i <%ian Q"innF OSt%ategia este "n mo#el sa" "n &lan ce
integ%ea, sco&"%ile maCo%e ale o%gani,aiei( &oliticile $i secvenele #e aci"ne 'nt%-"n 'nt%eg
coe%entI( #eci( "n &lan #etaliat #e aci"ne &e te%men l"ng( ca%e vi,ea, sco&"%ile $i mo#alitile
&%in ca%e se aC"nge la acestea( #esig"% &%int%-o activitate economic* A$a 'nc+t( o st%ategie bine
!o%m"lat aC"t con#"cto%"l s aloce %es"%sele 'nt%-o vi,i"ne "nic $i viabil in+n# seama #e
0K
com&etenele $i limitele inte%ne( #e sc@imb%ile antici&ate 'n me#i"( #e mi$c%ile conc"%enei
inteligente*
Mai %ecent( >en%7 Mint,be%g( ca%e i#enti!ic n" mai &"in #e 02 $coli #e g+n#i%e
manage%ial %e!e%itoa%e la st%ategie( abo%#ea, ast!el #e!iniia acesteiaF st%ategia ca o &e%ce&ie(
&%in ca%e #esemnea, "n c"%s &%estabilit #e aci"ne( &ent%" a sol"iona o sit"aieD sta%egia ca o
sc@i sa" "n &%oiect ce const 'nt%-o manev% menit s asig"%e #e&$i%ea "n"i o&onentD st%ategia
ca "n mo#el ce stabile$te o st%"ct"% #e aci"ni consistente 'n &lan com&o%tamentalD st%ategia ca o
&o,iiona%e a !i%mei ce %e,i# 'n miCloacele #e i#enti!ica%e a loc"l"i &e ca%e o%gani,aia 'l a%e 'n
me#i"l s"( cel mai !%ecvent &e &iaD st%ategia ca o &e%s&ectiv ce im&lic n" n"mai stabili%ea
"nei &o,iii( #a% $i o an"mit &e%ce&e%e a %ealitii ce se %e!lect 'n aci"nile sale ca%e vi,ea,
&iaa( te@nologia $i altele*
/n s!+%$it( Mic@ael Po%te%( !olosin# te%men"l st%ategie gene%ic( a%at c ea const 'n
s&eci!icitatea abo%#%ii !"n#amentale &ent%" obine%ea avantaC"l"i com&etitiv "%m%it #e !i%m(
!a&t ce o!e% conte)t"l aci"nilo% #e %eali,at 'n !ieca%e #omeni" !"ncional* Da%( mai s&"ne
Mic@ael Po%te%( O 'n &%actic m"lte &lan"%i st%ategice s"nt liste ale !%a,elo% #e aci"ne 8e)ec"ie;(
!% o a%tic"la%e cla% c" avantaC"l com&etitiv ce se "%m%e$te a se %eali,a $i mo#alitile #e
"tili,atI*
2.2 ELEMENTELE STRATEGIEI BI TIPOLOGIA STATEGIILOR DE CIRM
St%ategia economic( &ent%" a !i c+t mai viabil( t%eb"ie s !ie alct"it #in "%mtoa%ele
elemente obligato%iiF
Obiectivele( ca%e t%eb"ie s aib o%i,ont"%i l"ngi( %es&ectiv L-. ani( c" %e!e%i%e la
ansambl"l activitilo% #int%-o !i%m sa" la com&onentele im&o%tante( maCo%e( ale acesteia* Un
ast!el #e obiectiv a% &"tea !i obine%ea( 'n "%mto%ii K-. ani( a "n"i &%o!it me#i" an"al #e #o"-
t%ei o%i mai ma%e( !a #e cel obin"t 'n act"al"l an calen#a%istic* De asemenea( "n obiectiv maCo%(
&ent%" o !i%m #e &%o#"cie( a% &"tea !i #"bla%ea( 'n ma)im"m . ani( a vol"m"l"i #e &%o#"cie
%eali,at( !a&t ca%e &%es"&"ne investiii im&o%tante( e!ect"ate e$alonat a#ic &e eta&e &%estabilite*
Mo#alitile #e %eali,a%e a obiectivelo% %e&%e,int( #esig"%( alte elemente ale st%ategiei
ca%e( tot#ea"na( t%eb"ie s %s&"n# la 'nt%eba%ea c"m &oate !i %eali,at o an"me &%eve#e%e(
stabilit &e te%men l"ng* Rs&"ns"l &oate !iF &%in %ete@nologi,a%e( &%in &%ivati,a%e( &%in
%e&%oiectat%ea !l")"l"i te@nologic( &%in %e&%oiecta%ea management"l"i( &%in #ive%si!ica%ea
&%o#"ciei( &%in &t%"n#e%ea &e noi &iee( &%in asimila%ea #e noi &%o#"se( &%in !o%ma%ea "nei
!i%me c" "n asociat st%in 8event"al #in a%a &e a c%ei &ia #o%im s &t%"n#em;( &%in &%o!ila%ea
0.
sa" %e&%o!ila%ea !i%mei( &%in mo#e%ni,a%ea &%o#"ciei( &%in in!o%mati,a%ea !l")"l"i te@nologic(
&%in &%oiecta%e com&"te%i,at etc*
Res"%sele constit"ie o alt catego%ie #e elemente( &%ev,"te( obligato%i"( 'nt%-o
st%ategie* Acestea se %e!e%( mai tot#ea"na( la !on#"%ile #e investiii( %e!e%itoa%e at+t la %es"%sele
"mane c+t $i la cele mate%iale* /n mo# obligato%i"( 'n st%ategie( la ca&itol"l %es"%se vo% !i
&%ev,"te s"%sele #in ca%e se obin 8c%e#ite banca%e( s"%se &%o&%ii( at%ase #e la stat( cont%ib"ii #in
asocie%e etc*;( av+n# 'n ve#e%e c banii( 'n aloca%ea lo%( %e&%e,int o an"mit &on#e%e #eci,ional(
s"mele !iin# o%ic+n# limitate*
Te%menele 'nco%&o%ate 'n st%ategiile o%gani,aiilo% %e&%e,int #e !a&t( #ate
calen#a%istice ca%e semni!ic evol"ii im&o%tante 'n %eali,a%ea obiectivelo% 8'nce&"t"l( eta&ele #e
%eali,a%e( incl"siv eta&a !inal;*
Aceste elemente s"nt valabile( #eci a&licabile( &ent%" o%ica%e sta%tegie #e !i%m $i &ent%"
o%ice !el #e o%gani,aie 'n gene%al*
/n a!a% #e %ol"l &e ca%e 'l a" st%ategiile( 'n #e,vlota%ea !i%melo%( ele &ot %e&%e,enta "n
!"n#ament &ent%" elabo%a%ea &oliticilo% #e !i%m( #en"mite $i tactici #e !i%m 'n occi#ent $i 'n
alte ,one ale l"mii*
Aceste &olitici s"nt 'ntocmite &e te%men me#i"( #e &+n la ? ani* P%in "%ma%e( &oliticile se
#eosebesc #e st%ategiile #e !i%m &%int%-"n o%i,ont mai %e#"s( av+n# 'n ve#e%e c ele se %e!e% la
&e%ioa#e #e 2(.-? ani( &%in g%a#"l #e #etalie%e mai accent"at( c"&%in,+n# elemente s"&limenta%e(
c" ca%acte% o&e%aional*
Ti"olo#ia strate#iilor %e (irm).
Evi#ent( 'n !i%mele #e ast,i se stabilesc $i se a&lic o va%ietate #e st%ategii( ca%e 'mb%ac
o gam la%g #e ti&ologii( clasi!icate #"& mai m"lte c%ite%ii*
De e)em&l"( #"& s!e%a &e ca%e o c"&%in#( st%ategiile &ot !i globale $i &a%iale* P%imele se
%e!e%( 'n mo# nemiClocit( la ansambl"l activitii !i%mei( ca%acte%i,+n#"-se at+t &%int%-o
com&le)itate %i#icat( c+t $i &%int%-o im&lica%e s"bstanial #e %es"%se*
Conc%eti,a%ea acesto% st%ategii( globale se !ace &%in &lan"%i sa" &%og%ame ce vi,ea, !i%ma
$i ansambl"l ei* A #o"a g%"& #e st%ategii( &a%iale( se %e!e% #oa% la o &a%te #in activitile !i%mei(
%es&ectiv la cele mai b"ne 8sa" mai #e!icita%e; com&onente( !olosin# %es"%se limitate* /n !inal(
aci"nea se conc%eti,ea, 'n &lan"%i sa" &%og%ame &e #omenii( a&%oba%ea lo% !iin# #at #e
management"l &a%tici&ativ sa" #e management"l gene%al 'n $e#ine s&eciale*
St%ategiile( #"& g%a#"l #e &a%tici&a%e a !i%mei la elabo%a%ea lo%( se 'm&a%t 'n integ%ate $i
in#e&en#ente* La 'ntocmi%ea celo% #in &%ima g%"& &a%tici& manage%i !i%mei $i %e&%e,entanii
s"&%asistemelo% #in ca%e !ac &a%te( av+n# g%iC s co%ele,e activitile 'nt%e&%in#e%ii c" obiectivele
09
st%"ct"%ilo% #e ca%e a&a%in* Abo%#a%ea acesto% st%ategii se !ace #e %eg"l( la nivel"l %egiilo%
a"tonome $i !ilialelo% societilo% inte%naionale sa" naionale*
C+t &%ive$te st%ategiile in#e&en#ente( acestea s"nt elebo%ate #e management"l s"&e%io% al
!i%mei( sit"+n# &e &%im"l &lan ma)imi,a%ea &%o!it"%ilo% "nitii sa" s"&%avie"i%ea acesteia( !iin#
s&eci!ic !i%melo% &%ivate*
D"& c%ite%i"l #inamicii &%inci&alelo% obiective 'nco%&o%ate( st%ategiile &ot !i #e %e#%esa%e(
consoli#a%e $i #e,volta%e economic*
Un alt c%ite%i" #e clasi!ica%e 'l constit"ie ti&"l obiectivelo% $i nat"%a abo%#%ilo%D &ot%ivit
acest"ia st%ategiile &ot !iF #e &%ivati,a%e( #e %est%"ct"%a%e( #e management( #e asocie%e a "n"i
&a%tene% st%in 8Coin-vent"%e;( #e #ive%si!ica%e( #e s&eciali,a%e( inovaionale( o!ensive(
in!o%maionale( o%gani,ato%ice*
D"& nat"%a vi,i"nii( obiectivelo% $i miCloacelo% 'nco%&o%ate( stategiile mai &ot !i
economice $i a#minst%ativ-economice* P%imele ia" 'n consi#e%a%e( &%e#ominant( st"#ie%ea &ieei
'n %a&o%t c" ce%inele sale* Obiectivele $i &%inci&alele miCloace #e %eali,a%e &%econi,ate s"nt #e
nat"% economic $i stabilite &e c%ite%ii #e acest !el* P%o!it"l !iin# 'n acest ca, obiectiv"l $i
c%ite%i"l !"n#amental ca%e t%eb"ie av"t 'n ve#e%e 'n ca#%"l !i%melo%* Al #oilea ti& #e st%ategii(
a#minist%ativ-economice( a" "n %ol im&o%tant 'n !i%mele #e stat( #e %eg"l 'n cele #in %ile !oste
socialiste* /n stabili%ea acesto% st%ategii "n %ol im&o%tant 'l a" !acto%ii #eci,ionali e)te%ni ai !i%mei(
ca%e im&"n an"mite obiective( o&i"ni $i %est%icii s"b !o%ma "no% o%ient%i #e nat"% &olitic*
0
2.3 STRATEGII ADOPTATE N DOMENIUL AGOALIMENTAR N 6RILE
DED1OLTATE
/n %ile #e,voltate economic( evol"ia sistem"l"i ag%oalimenta% s-a ba,at( 'nt%e altele( &e
st%ategii #e c%e$te%e inte%n $i e)te%n $i &e o am&l mi$ca%e #e concent%a%e 'n &"ine 'nt%e&%in#e%i
$i g%"&"%i #e m%ime ma%e( &"te%nic inte%naionali,ate( ca%e a" mo#i!icat &%o!"n# &eisaC"l
in#"st%iilo% ag%oalimenta%e*
Aceste sta%tegii a" !ost g%"&ate &e t%ei #i%ecii &%inci&aleF m%ime( activiti( locali,a%e*
St%ategiile #e c%e$te%e a 'nt%e&%in#e%ilo% $i aci"nile #e concent%a%e( #est"l #e s"sin"te( a"
con#"s la constit"i%ea #e g%"&"%i in#"st%iale $i !inancia%e &"te%nice* In!lena lo% este
consi#e%abil at+t as"&%a 'nt%e&%in#e%ilo% mici $i miClocii( ca%e s"b,ist 'n an"mite c%enel"%i ale
t%ans!o%m%ii alimentelo%( c+t $i as"&%a maCo%itii cons"mato%ilo% &lanetei 8este vi,ibil $i la noi(
"n#e a" &t%"ns &%o#"se #e la ma%i g%"&"%i( ca%e o&e%ea, 'n in#"st%ia alimenta%;*
0
Nicolaesc" O*( S"ci"-Rai" I*( Ae%bonc" I*( Management o%gani,aional( E#it"%a Economic( <"c"%e$ti( 0::1
0E
I#eea #e ba, #e la ca%e s-a &o%nit este aceea c m%imea 'nt%e&%in#e%ii gene%ea,( 'n
m"lte ca,"%i( &"te%e( c" alte c"vinte( ca&acitate #e a &t%"n#e &e &ia( #e a cont%ola !ilie%ele $i #e
a &%oteCa "nele #in aceste &o,iii #ominante( &%in Coc"l a n"me%oase ba%ie%e #e int%a%e*
Un alt #omeni" 'n C"%"l c%"ia a" !ost $i s"nt elabo%ate st%ategii este legat( 'n mo# intim(
#e &%o#"cie $i #e mo#"l 'n ca%e &%o#"sele s"nt &"se &e &ia( o&i"nile st%ategice vi,+n#
!o%m"la%ea #e %s&"ns"%i soli# !"n#amentate( s"b as&ect te@nic( al !ab%icaiei( $i s"b cel
economic( la 'nt%eb%i #e !el"l F Ce &%o#"se se vo% !ab%icaP( Dac 'nt%e&%in#e%ea se s&eciali,ea,
8st%ategii #e s&eciali,a%e( #in ca%e #ec"%g avantaCe( #a% $i %isc"%i;P( Dac se va m%i n"m%"l #e
&%o#"se &e ca%e a% #o%i s le obin 8st%ategii #e #ive%si!ica%e;P*
/n sit"aia #ive%si!ic%ii &%o#"selo%( #a% $i 'n cel al s&eciali,%ii( c+n# este vo%ba #e
alege%ea "n"i &%o#"s no"( inte%vin activiti( &oate c@ia% st%ategii( #e ce%ceta%e $i #e,volta%e a noi
&%o#"se* S"nt activiti #e investiga%e com&le) a n"me%oase con#iii #e acce&ta%e a noilo%
&%o#"se( #e com&o%tament al cons"mato%ilo%( #e !o%ma%e a "nei atit"#ini !avo%abile #in &a%tea
acesto%a %e!e%itoa%e la o!e%ta viitoa%e* Se va "%m%i( $i c" aceast oca,ie( tot obine%ea #e
%s&"ns"%i( #a% la alte 'nt%eb%iF Ca%e vo% !i &%oce#eele #e !ab%icaieP( Ca%e s"nt &osibilitile #e
come%ciali,a%e $i #e &%omova%e a &%o#"selo%P*
/n ansambl"l lo%( st%ategiile menionate( &%ivite 'n conte)t"l integ%%ii ag%oin#"st%iale(
co%es&"n#F
Politicilo% #e &%o#"se $i #e m%ciD
St%ategiilo% #e #i!e%enie%e $i #e &"blicitateD
O&i"nilo% 'nt%e s&eciali,a%e $i #ive%si!ica%e( #in &a%tea 'nt%e&%in#e%ilo% $i a g%"&"%ilo%D
I#enti!ic%ii #i!e%itelo% !o%me #e economie #e sca%*
/n ca,"l 'n!iin%ii #e 'nt%e&%in#e%i sa" #e #e,volta%e a "no% activiti 'n "niti #eCa
e)istente( a" !ost elabo%ate st%ategii s&eciale &%ivin# am&lasa%ea acesto%a* O&i"nile( 'n acest
sens( a" !ost co%elate c" s"%sele #e asig"%a%e a mate%iilo% &%ime $i c" &ieele #e #es!ace%e a
&%o#"selo%* P%obelmele s"nt mai com&le)e 'n sit"aia st%ategiilo% #e m"ltinaionali,a%e( "n#e
o&e%ea, im&e%ative te@nice( %est%icii come%ciale( ca $i obiective !inancia%e( ce se "%m%esc a !i
atinse &%in Coc"l o&timi,%ii %es"%selo%( al &otenial"%ilo% $i a &ieei &e ba, mon#ial*
/nt%e&%in#e%ile $i g%"&"%ile ag%oalimenta%e #in %ile amintite "%m%esc &e%!eciona%ea
contin"( &e m"lti&le &lan"%i a activitii( &ent%" a %s&"n#e ce%inelo% va%iate 'n me#i"l 'n ca%e
o&e%a, $i &ent%" a !ace !a conc"%enei( tot mai ace%be( ca "%ma%e a s"&%asat"%%ii "no% &iee*
01
CAPITOLUL III
PREDENTAREA SOCIET6II S.C. DORNA S.A.
3.1 ASPECTE GENERALE
S*C Do%na S*A a l"at !iin 'n an"l 0::L( ca &e%soan C"%i#ic %om+n( !o%ma #e
o%gani,a%e !iin# #e societate &e aci"ni* Societatea !"ncionea, &ot%ivit legii L0M0::2-
%e&"blicat( Co#"l Come%cial(Co#"l M"ncii 8Legea .LM?22L;(O%#onana #e U%gen n%*:K #in ?0
i"nie ?220 &ent%" com&leta%ea O%#onanei G"ve%n"l"i n%*ELM0::: &%ivin# im&o,it"l &e venit(
Legea Contabilitii n%*1?M0::0( %e&"blicat( mo#i!icat $i com&letat &%in O%#onana G"ve%n"l"i
n%*90M?220( O%#in"l L29 #in ?9 !eb%"a%ie ?22? &ent%" a&%oba%ea Reglement%ilo% contabile
sim&li!icate $i alte #is&o,iii legale 'n vigoa%e*
Ai,i"nea #e a!ace%i a societii come%ciale Do%na S*A se concent%ea, &e i#eea #e
CALITATE la stan#a%# mon#ial( &%actic+n# PRERURI ((%om+nestiI*
0:
Misi"nea societii este #e a menine la "n nivel %i#icat stan#a%#ele #e calitate &ent%"
&%o#"sele lansate &e &ia $i #e a #ive%si!ica gama so%timental ca%e 'm&%e"n c" o &%e,enta%e
#eosebit s satis!ac ce%inele t"t"%o% catego%iilo% #e clieni*
S*C*Do%na S*A !ace &a%te #in G%"&"l LaDORNA alt"%i #e S*C* Do%na Lactate S*A( ca%e
#e,volt activiti 'n #omeni"l &%o#"selo% lactate $i b%+n,et"%ilo%( 'n secto%"l ag%oalimenta% 'n
gene%al( c" &este 0?*222 #e mic%o!e%me si gos&o#%ii !amiliale im&licate 'n sistem"l #e colecta%e
a mate%iilo% &%ime*
Din #ata #e 20*21*?22: G%"&"l LaDORNA a !ost ac@i,iionat #e G%"&"l !%ance,
LACTALIS( n%* 0 mon#ial 'n &%o#"cia b%+n,et"%ilo% $i n%* ? mon#ial 'n #omeni"l lactatelo%*
Domeni"l #e activitate al !i%mei 'l constit"ie colecta%ea la&tel"i #eoa%ece este mate%ia
&%ima #e ba,( &%o#"ce%ea $i come%ciali,a%ea b%+n,et"%ilo% $i a &%o#"selo% lactate obin"te*
P%inci&alii conc"%eni naionali ai !i%mei s"ntF S*C* Danone S*R*L( S*C*Na&olact S*A $i
S*C*Covalact S*A*( a c%o% o!e%t conine &%o#"se lactate( #a% n" conine &%o#"se similia%e celo%
U>T8t%atament ce const 'n &%ocesa%ea la&tel"i &%in 'ncal,i%e la 0L: C( tim& #e K sec"n#e $i
a&oi %ci%e b%"sc;*
Conc"%ena &ent%" &%o#"sele U>T $i svaie%( o constit"ie m%cile e)te%ne( 'ns cota #e
&ia a &%o#"selo% !i%mei se menine tot"$i &este .2J*
Pent%" &iaa &%o#"s"l"i svaie%( !i%ma n" a%e #ec+t conc"%en e)te%n &%o#"s"l( #eoa%ece
,ona Do%nelo% este sing"%"l loc #in Rom+nia "n#e se &%o#"ce svaie%*
/n ceea ce &%ive$te #inamica &ieei( 'n "ltima &e%ioa# se constat o c%e$te%e a ten#inei
cons"mato%ilo% s&%e &%o#"se lactate &%oas&ete( 'nt%-o gam so%timental c+t mai va%iat* Piaa
&%o#"selo% lactate U>T este o &ia 'n "$oa% c%e$te%e( #ac se a%e 'n ve#e%e #ive%si!ica%ea gamei
so%timentale #in &o%to!oli" s&%e &%o#"se a#%esate co&iilo%( !emeilo% g%avi#e sa" bt%+nilo%(
&%o#"se lactate c" #i!e%ite a#aos"%i 8!%"cte( mine%ale ( vitamine sa" a%ome;*
3.2 STRUCTURA ORGANIDATORIC BI DE CONDUCERE
O%gani,a%ea este "n &%oces #e #ivi,a%e a m"ncii( #e &%eci,a%e a %es&onsabilitilo% $i a
a"to%itii* Com&a%timentele !"ncionale( te@nice( economice $i #e &%oiecta%e s"nt s"bo%#onate
#i%ecto%"l"i gene%al( &%in #i%ecto%"l #e &%o#"cie( a$a c"m %e,"lt #in o%ganig%ama societii*
/n ba,a stat"t"l"i a#o&tat $i a&%obat #e con#"ce%ea societii $i &e ba,a o%ganig%amei(
e)ist o co%elaie bine #ete%minat 'nt%e toate com&a%timentele societii $i toto#at se #ete%min
o st%"ct"% !"ncional $i "n sistem #e %elaii bine #e!init*
?2
Di%ecto%"l gene%al al societii este s"bo%#onat A#"n%ii Gene%ale a Aciona%ilo%(
asig"%+n# con#"ce%ea c"%ent a acesteia( 'n#e&linin# @ot%+%ile A*G*A*( ale Consil"l"i #e
A#minist%aie $i Comisiei #e Cen,o%i*
Di%ecto%"l come%cial '$i conc%eti,ea, activitatea as"&%a stabili%ii $i elabo%%ii st%ategiei
#e ma%4eting a societii( ca%e !"n#amentea, &olitica #e #e,volta%e( st"#ie%ea &ieei inte%ne $i
e)te%ne( a ce%e%ii $i o!e%tei e!ective $i &oteniale #e &%o#"se( l"c%%i $i se%vicii ce !ac obiect"l #e
activitate al societii*
Di%ecto%"l te@nic a%e o%ientat activitatea 'n #i%ecia inov%ii sistematice a &%oces"l"i #e
&%o#"cie( stabilin# st%ategii $i alte%native #e #e,volta%e a !ab%icaiei( #e asimilia%e #e noi &%o#"se
c" &e%!omane te@nice $i economice %i#icate( ce%"te &e &iaa inte%n $i e)te%n( elabo%+n# $i
im&lement+n# te@nologii noi( &%in #e&a%tament"l #e &%oiecta%e $i #e,volta%e te@nologic( ia% &%in
#e&a%tament"l #e #e,volta%e const%"ctiv( s"nt %eali,ate &%og%amele #e %ete@nologi,a%e a
&%o#"ciei( int%o#"c+n#"-se te@nologii ne&ol"ante $i neconvenionale*
Di%ecto%"l #e &%o#"cie elabo%ea,( &%in #e&a%tament"l #e &%o#"cie $i cel #e invesii(
&%og%ame o&e%ative #e !ab%icaie( 'n !"ncie #e sco&"%ile "%m%ite( #e &e%ioa#ele tactice #e
&%egti%e( lansa%e $i "%m%i%e a %eali,%ii &%o#"ciei cont%actate( 'nc%ca%ea $i e)&loata%ea
%aional a ca&acitii #e &%o#"cie( asig"%+n# colabo%a%ea &%o#"ce%ii #e "tiliti $i #e &%o#"cie
a")ilia% c" &%o#"cia #e ba, 'n con!o%mitate c" ce%inele #in cont%acte*
De&a%tament"l economic 8!inancia%-contabil; '$i integ%ea, obiectivele &%in asig"%a%ea
!on#"%ilo% !inancia%e( necesa%e #es!$"%%ii activitii economice $i "tili,a%ea e!icient a acesto%a*
St%"ct"%a o%gani,ato%ic( 'n ve#e%ea stabili%ii $i %eali,%ii obiectivelo%( "tili,at 'n ca#%"l
societii Do%na S*A este o st%"ct"% #e ti& ie%a%@ic-!"ncional !iin# alcat"it #in com&a%timente
o&e%aionale( c+t $i !"ncionale( e)ec"tanii &%imin# #eci,ii $i %s&"n,+n# n"mai 'n %a&o%t c"
$e!"l ie%a%@ic( %es&ect+n#"-se 'n acela$i tim& &%inci&i"l "nitii #e #eci,ie $i aci"ne*
Con#"ce%ea e)ec"tiv este 'nc%e#inat "nei ec@i&e manage%iale !o%mat #in &%e$e#inte(
vice&%e$en#inte( #i%ecto% come%cial( #i%ecto% economic( #i%ecto% #e &%o#"cie $i #i%ecto%
te@nologic* Acest ec@i& '$i #es!$oa% activitatea &e ba,a "n"i cont%act #e management*
Com&a%timent"l #e &e%sonal "%m%e$te %ec%"ta%ea( 'nca#%a%ea( &%omova%ea &e%sonal"l"i $i
sala%i,a%ea acest"ia*Com&a%timent"l mecanico-ene%getic se oc"& #e sig"%ana 'n !"nciona%e a
"tilaCelo% $i instalaiilo% mecanico-ene%getice*Com&a%timent"l"i cont%ol"l"i te@nic $i #e calitate
asig"% 'n#e&lini%ea se%viciilo% 'n #omeni"l cont%ol"l"i te@nic al calitii &%o#"selo%( l"c%%ilo% $i
se%viciilo%* S*C* Do%na S*A* a%e "n n"m% #e L0. sala%iai*
?0
3.3 DOTAREA TEENICO,MATERIAL
<a,a te@nico-mate%ial #in %am"%a c%e$te%ii animalelo% c"&%in#e totalitatea miCloacelo% #e
&%o#"cie "tili,ate #i%ect sa" in#i%ect 'n obine%ea &%o#"ciei ,oote@nice*
/n ceea ce &%ive$te sistem"l in!o%maional $i in!o%mati,a%ea acest"ia( com&ania DORNA
S*A !olose$te o te@nologie similia% Inte%net"l"i $i a%e ag%eat o o%gani,aie in!o%maional
&"te%nic $i "n sistem #e colabo%a%e 'nt%e angaCaii si* Raionament"l #in s&atele const%"i%ii "n"i
Int%anet este %e&%e,entat #e !a&t"l c el a &%o#"s o c%e$te%e a &osibilitilo% #e &a%taCa%e a
c"nostinelo% #in inte%io%"l com&aniei $i a #ete%minat o c%e$te%e a &e%!o%manelo%*
Com&ania !olose$te( 'n &%e,ent( &%o#"sele so!t6a%e ale !i%mei Ciel Rom+nia $i a%e 'n
#el"%a%e "n &%oiect #e im&lementa%e so!t a "n"i sistem integ%at 'n colabo%a%e c" RomS7s*
Pent%" a t%ans&o%ta la&tele %a&i# #e la cent%ele $i &"nctele #e colecta%e la "nitatea #e
&%ocesa%e( com&ania a ac@i,iionat ciste%ne Aolo $i MAN*
Labo%ato%"l sit"at 'n Aat%a Do%nei( a !ost %eali,at &ent%" a s"&%aveg@ea &e%manent
&a%amet%ii calitativi ai la&tel"i* Acesta este #otat c" a&a%at"% mo#e%n( !"%ni,at #e T%" Test-
No"a Zeelan#* Activitatea #e &%ocesa%e a b%+n,et"%ilo% este %eali,at la !ab%ica sit"at 'n
localitatea Aat%a Do%nei* UtilaCele a" !ost c"m&%ate #e la o !i%m #e &%estigi"( Tet%a Pa4-S"e#ia*
P%o#"cia #e ca$caval $i svaie% este e!ect"at la "nitile #e &%ocesa%e #in Aat%a Do%nei*
Reali,a%ea &%og%am"l"i #e investiii a 'nsemnat const%"i%ea "nei @ale #e &%o#"cie( a "n"i
#e&o,it #e &%o#"se !inite( a "nei cent%ale !%igo%i!ice( a "nei cent%ale te%mice $i #easemnea(
const%"i%ea a #o"s&%e,ece cent%e #e colecta%e( amenaCa%ea a $ase &"ncte #e colecta%e $i a "nei
staii #e e&"%a%e( !inali,ate 'n &%o&o%ie #e :.J* P"ne%ea 'n !"nci"ne a investiiei a 'nsemnat( #in
&"nct #e ve#e%e al colect%ii( 0? cent%e #e colecta%e $i 9 &"ncte !i)e* 3"%ni,o%"l #e "tilaCe este
AL3A LAAAL AGRI( n"me c"nosc"t &e &lan inte%naional*
Pent%" ca activitatea s se #es!$oa%e 'n con#iii o&time( a" !ost ac@i,iionate ma$ini #e
te%en $i ciste%ne Aolvo &e%!omante* Linia te@nologic ac@i,itionat este &%int%e cele mai
&e%!omante &e &lan e"%o&ean( ga%anie !iin# %en"mele !i%mei &%o#"ctoa%e( %es&ectiv TETRA
PAB-SUEDIA* /n ve#e%ea &%oteC%ii me#i"l"i 'nconC"%to%( a !ost ac@i,iionat o staie #e
e&"%a%e &e%!omant #e la !i%ma >IDRO INTERNARIONAL-IRLANDA*
De,volta%ea ce%cet%ii $tiini!ice $i inova%ea te@nologic( s&o%i%ea c%eativitii oamenilo%
s"nt !acto%i ce se 'ntemeia, &e int%o#"ce%ea &%oces"l"i te@nic $i $tiini!ic*/ns( la ba,a o%ica%ei
activiti st m"nca( %e&%e,ent+n# activitatea "man s&eci!ic( !olosi%ea a&tit"#inilo% $i
atit"#inilo% #in st%"ct"%a &e%sonalitii in#ivi#"l"i*
??
3.4 ASPECTE GENERALE PRI1IND E1OLU6IA S.C.DORNA S.A
Cantitile #e la&te ac@i,iionate 'n "ltimii &at%" ani a" av"t evol"ie c%esctoa%e( &%in
e!o%t"%ile #e&a%tament"l"i #e #e,volta%e( #e c"ce%i%e a !e%mie%ilo% locali( #e im&lementa%e a "n"i
sistem #e ac@i,iie ba,at &e o logistic simila% "n"i sistem #e #ist%ib"ie a "n"i &%o#"s &e &ia*
Sit"aia cantitii #e la&te ac@i,iionate 'n &e%ioa#a ?22:-?200 este &%e,entat 'n tabel"l
L*0*
Tabelul *.1
Ca'tit8i %e "a)te a@i9ii#'ate :' )e$i#a%a 2++*,2+11
A' 2++* 2+1+ 2+11
E!#"uia .F0
2+11A2++*
Ca'titate A/ii @". ?2*0E9(0K ?.*:9.(:: LL*022(0. 92(K
F 022(2 022(2 022(2
Con!o%m tabel"l"i #e mai s"s( cantitatea #e la&te ac@i,iionat in ?200 #e ct%e S*C*
Do%na S*A*( a c%esc"t c" 92(KJ !a #e an"l ?22:*
/n ceea ce &%ive$te &%o#"cia !i,ic %eali,at( gama so%timental &%o#"s la S*C*Do%na
S*A c"&%in#e &at%" ma%i catego%iiF
A* la&te #e cons"mD
<* b%+n,et"%i !e%mentateD
C* "ntD
D* semi!ab%icate &ent%" &%o#"cia #e b%+n,et"%i to&ite*
Con!ig"%aia &%o#"ciei !i,ice a &%inci&alelo% &%o#"se este &%e,entat 'n tabel"l L*?*
Tabelul.*.2
C#'fi?u$aia )$#%uiei fi9ie a )$i'i)a"e"#$ )$#%u7e
?L
P%o#"cia !i,ic a &%inci&alelo% &%o#"se lactate
?K
SORTIMENT PRODUS UM 2++* 2+1+ 2+11
La&te( #in ca%eF
La&te 0(. "g-c"tie 0222 ml
La&te L(L "g-c"tie 0222 ml
Mii b"c* 9L.:(.9 101K(.K 02KLL(?K
Mii b"c* K191(20 9?9K(:E E:19(?E
Sm+nt+n(#in ca%eF
Sm+nt+n 0. "g-c"tie ?22 ml
Sm+nt+n L? "g-c"tie ?22 ml
Sm+nt+n 0. "g-c"tie 0222ml
Sm+nt+n L? "g-c"tie 0222 ml
Sm+nt+n K2 J
Mii b"c* 0EK(2. ??L(:: ?1.(.L
Mii b"c* L?(LE K0(99 .L(02
Mii b"c* 091(K2 ?09(E? ?E9(?9
Mii lit%ii 0?E(?K 09L(E. ?21(EK
Mii b"c* ?E?(LK L.2(K: KK9(E1
Mi)-"%i(#in ca%eF
S"n#ae Mi)
S@a4e MIS
Mii b"c* K2.(19 .??(LL 99.(1K
Mii 4g L9(0? K9(K1 .:(?.
Ca$caval(#in ca%eF
Ca$caval
Ca$caval b%"t
Ca$ gas $i basc@i"
Mii4g ??0(E9 ?1.(L: L9L(10
Mii 4g 011(L. ?K?(K2 L21*::
Mii 4g .:(0? E9(2: :9(::
Tvaie%(#in ca%eF
Tvaie%
Tvaie% <IO
Tvaie% b%"t
CoCi $vaie%
Mii 4g 0E(E1 ??(1: ?:(01
Mii 4g ?E2(90 LK1(?9 KKL(:K
Mii 4g ?1(K1 L9(99 K9(EL
Mii 4g .K(.1 E2(?. 1:(..
Unt(#in ca%eF
Unt ?.2g
Unt <IO ?.2g
Unt v%ac
Mii 4g ?.(L? L?(.1 K0(.L
Mii 4g 1:(LL 00K(:K 0K9(..
?20E9(0K ?.:9.(:: LL022(0.
Total mate%ie &%im &%el"c%at LL910(EE KLLKE(2K ..?.9(9K
CAPITOLUL 4
ANALIDA CACTORILOR INTERNI BI EGTERNI , SUPORTUL
ELA-ORRII STRATEGIILOR LA S.C.DORNA S.A
4.1 ANALIDA CACTORILOR INTERNI BI EGTERNI
Me#i"l e)te%n al "nei 'nt%e&%in#e%i &oate !i 'm&%it 'nF mic%ome#i"l $i mac%ome#i"l*
Mic%ome#i"l 'nt%e&%in#e%ii c"&%in#e acei !acto%i e)te%ni ca%e in!l"enea, 'n mo# #i%ect(
nemiClocit 'nt%e&%in#e%ea( ia% aceasta &oate e)e%cita "n an"me cont%ol as"&%a lo%( in!l"en+n# la
%+n#"l ei &%in aci"ni s&eci!ice con!ig"%aia mic%ome#i"l"i*
/nt%eaga activitate a societii SC Do%na SA se ba,ea, &e "n sing"% ti& #e mate%ie &%im
N la&tele #e vac* Acesta este colectat #in #e la &%o#"cto%ii &a%tic"la%i #einto%i #e vaci $i #e la
societile &a%tic"la%e sa" #e stat #e &e %a,a C"#eelo% S"ceava( <ist%ia( Piat%a Neamt* /n !ieca%e
localitate( !i%ma a%e 'n!iinate cent%e sa" &"ncte #e colecta%e a la&tel"i c" o #ota%e
co%es&"n,toa%e &ent%" e!iciena %ece&iei calitative $i cantitative $i sisteme #e %ci%e a la&tel"i 'n
cent%ele ca%e colectea, cantiti ma%i*
- cons"mato%ii !inali $i inte%me#ia%i %e"nii s"b conce&t"l #e clieni ai 'nt%e&%in#e%ii( a#ic
acele &e%soane C"%i#ice $i !i,ice c%o%a 'nt%e&%in#e%ea le o!e% &%o#"sele sa" se%viciile sale* S*C*
Do%na S*A* ncea%c &st%a%ea "nei legt"%i st%+nse c" c" clientii satis!ac"ti si t%ans!o%ma%ea lo% in
viito%i clienti !i#eliD P%o#"sele aC"ng &e &iaa #e #es!ace%e &%in inte%me#i"l a #o"a canaleF
#ist%ib"ia #i%ect( %eali,at c" aC"to%"l %etelei &%o&%ii $i #ist%ib"tia in#i%ecta( %eali,ata &%in
inte%me#i"l "no% &a%tene%i s&eciali,ati
- sin#icatele $i aciona%iat"l ca%e a&a%in catego%iei #einto%ilo% #e inte%ese 'n ceea ce
&%ive$te 'nt%e&%in#e%ea* Sin#icatele s"nt inte%esate #e &%o!itabilitatea 'nt%e&%in#e%ii &%ec"m $i #e
mo#"l 'n ca%e se %e!lect acestea 'n c+$tig"%ile &e%sonal"l"i $i #e sig"%ana loc"%ilo% #e m"nc*
Aciona%iat"l este inte%esat( &e #e-o &a%te #e ma)imi,a%ea valo%ii &at%imoni"l"i 'nt%e&%in#e%ii 'n
ca&ital"l c%eia #eine aci"ni( ia% &e #e alt &a%te #e %entabilitatea ca&ital"l"i investit( t%a#"s 'n
#ivi#en#ele 'ncasate sa" 'ncasabile* - instit"iile !inancia%e
4.1.1 Ref#$/a 7i7te/u"ui %e %e7e't$a"i9a$e a %i7t$i&uiei )$#%u7e"#$ "atate :' R#/>'ia
Descent%ali,a%ea $i #emono&oli,a%ea sistem"l"i #e #ist%ib"ie a &%o#"selo% ag%oalimeta%e
#in Rom+nia n" a !ost 'nsoit #e gsi%ea celo% mai a#ecvate !o%me #e %"la%e a m%!"%ilo% #e la
&%o#"cto% la cons"mato% $i nici #e c%ea%ea ca#%"l"i instit"ional ca%e s !avo%i,e,e $i s
?.
!acilite,e coo&e%a%ea 'nt%e agenii economici a!lai &e &ieele #e &%o#"s( 'n s&ecial #int%e
eng%osi$ti $i &%o#"cto%i( 'n amonte $i #etaili$ti( 'n aval*
Av+n# 'n ve#e%e e)&e%iena %ilo% c" economie #e &ia $i ag%ic"lt"% #e,voltat( este
necesa% ca 'n %eo%gani,a%ea #ist%ib"iei &%o#"selo% ag%oalimenta%e s se &%omove,e 'n !"ncie #e
&a%tic"la%itile ,onale ale cons"m"l"i $i #e con#iiile conc%ete ale &ieei %om+ne$ti( acele ci%c"ite
$i canale #e #ist%ib"ie ca%e !avo%i,ea, $i !acilitea, c%ea%ea st%"ct"%ilo% asociative $i #e
integ%a%e 'nt%e #i!e%ii &a%tene%i a!lai &e &ieele #e &%o#"s $i ca%e asig"% cele mai ma%i avantaCe*
3ig"%a
K*? - Ci%c"ite #e #ist%ib"ie a la&tel"i
/n ca,"l la&tel"i se
#o%e$te ca &%e&on#e%ente s !ie ci%c"itele 8L(K(.; ca%e
c"&%in# $i "nitile #e &%ocesa%e( ci%c"ite ce #is&"n #e o logistic co%es&"n,toa%e stan#a%#elo%
#e conse%va%e $i &st%a%e a la&tel"i $i &%o#"selo% ca%e %e,"lt &%in &%el"c%a%ea l"i* Aalo%i!ica%ea
la&tel"i &oate !i !c"t 'n sta%e &%oas&t sa" #"& ce acesta a !ost s"&"s &%el"c%%ii in#"st%iale*
P%o#"sele lactate obin"te 'n "%ma &%oces%ii se &ot valo%i!ica #i%ect &e &iaa libe% sa" &%in
maga,ine come%ciale $i &"ncte #e v+n,a%e*
4.3 PUNCTELE SLA-E ALE PIE6EI LAPTELUI N ROMNIA
P%oces"l #e %est%"ct"%a%e a ag%ic"lt"%ii a av"t e!ecte #eosebite as"&%a &ieei la&tel"i $i a
&%o#"selo% lactate* P%ivati,a%ea !e%melo% #e vaci #e la&te a av"t ca %e,"ltat !%+mia%ea acesto%a $i
a &%o#"ciei ag%icole*
Piaa la&tel"i $i a &%o#"selo% lactate a !ost a!ectat negativ #e 'nt+%,ie%ea &%oces"l"i #e
%est%"ct"%a%e a ag%ic"lt"%ii $i mai ale #e !%agmenta%ea !e%melo% #e vaci #e la&te* C" toate c
?9
2 4 3 1 2
A7#iaii %e )$#%u8t#$i
CONSUMATORI
Piee 8$8'e(ti Ma?a9i'e
G$#7i(ti
Ca&$ii %e
"a)te
A7#iaii %e
)$#%u8t#$i
PRODUCTORI
&%o#"cia #e la&te s-a %e#%esat( ca "%ma%e a !%act"%ilo% &%o#"se 'n st%"ct"%ile #e a&%ovi,iona%e c"
mate%ie &%im( &iaa s-a #e,o%gani,at* Cea mai ma%e &a%te #in &%o#"cia #e la&te se "tili,ea,
&ent%" a"tocons"m sa" se vin#e #i%ect &e &ieele %ne$ti !% cont%ol"l calitii*
Pu'te"e 7"a&e ale &ieei la&tel"i &ot !i sinteti,ate ast!elF
&%o#"cia #e la&te este oscilat( c" #i!e%ene %elativ ma%i 'nt%e cantitile #e la&te
liv%ate va%a $i ia%na*
&%o#"cia este #estinat c" &%ec#e%e a"tocons"m"l"i* Doa% ?2J #in &%o#"cia
total #e la&te este #estinat &%oces%iiD
cantitile #e la&te &%ocesat s"nt %e#"se( c" "%m%i negative as"&%a calitii
&%o#"selo% #estinate cons"m"l"i inte%n $i a e)&o%t"l"iD
li&sa "no% !e%me mo#e%ni,ate( #otate te@nologic( con!o%m stan#a%#elo% e"%o&ene
$i c" #imensi"ni o&time ca%e s le asig"%e( 'n viito%( "n &otenial &%o#"ctiv %i#icatD
c" toate c &%o#"cia me#ie a c%esc"t( ea este tot"$i in!e%ioa% me#iei e"%o&ene(
l"c%" #ato%at #i!ic"ltilo% e)istente 'n sectoa%ele #e %e&%o#"cie( selecie $i &%o#"ce%e a !"%aCelo%D
#i!ic"ltile e)istente 'n colecta%ea $i asig"%a%ea calitii la&tel"i - mate%ie &%im(
#e la &%o#"cto%ii in#ivi#"ali $i inconvenientele &%ivin# &lata la tim& a &%o#"ciei v+n#"teD
li&sa "no% mecanisme #e s&%iCini%e a &%o#"cto%ilo% ag%icoli &ent%" a se o%gani,a
'n g%"&"%i #e &%o#"cto%i &e &iaa la&tel"i $i !acilita%ea &t%"n#e%ii &e &iaD
#i!ic"ltile "nitilo% #e &%ocesa%e 'n ceea ce &%ive$te %itm"l #e a&%ovi,iona%e c"
mate%ie &%im $i #i!e%enele calitative ale la&tel"i &%ovenit #e la !e%mele #e vaci #e la&teD
im&lica%ea o%gani,aiilo% &%o!esionale $i inte%&%o!esionale &e &ia este
nesatis!ctoa%e( 'n &%inci&al 'n ceea ce &%ive$te !e%mele asociative 'n #omeni"l &%o#"ce%ii(
a&%ovi,ion%ii $i #es!ace%iiD
li&sa #e coe%en( contin"itate $i stim"la%e %eal 'n sistem"l #e mecanisme #e
s"sine%e a &ieei la&tel"i*
canalele &%in ca%e &%o#"s"l aC"nge la cons"mato% s"nt #i!e%ite* Cel mai im&o%tant
#in &"nct #e ve#e%e al vol"m"l"i !l")"l"i #e la&te 'l %e&%e,int v+n,%ile &e &iaa libe% $i
a"tocons"m"l* Din acest &"nct #e ve#e%e( &"tem a!i%ma c a&%o)imativ 9.J #in &%o#"cia #e
la&te este valo%i!icat &%in acest sistem*
/nt%e 'nt%e&%in#e%e sistem #esc@is $i me#i"l s" e)te%io% se stabilesc o se%ie #e %elaii &%in
ca%e se in!l"enea, %eci&%oc* /nt%e&%in#e%ea in!l"enea, me#i"l &%inF &%o#"sele $i se%viciile sale &e
ca%e le #i!",ea, 'n ca#%"l acest"iaD n"cle"l #e sala%iai s&eciali,ai &e ca%e 'i c"&%in#e $i ca%e
cont%ib"ie la !o%ma%ea "nei c"lt"%i &%o!esionale $i la #i!",a%ea acesteia 'n me#i"D !a&t"l c(
asig"%+n# loc"%i #e m"nc &%o&%iilo% sala%iai( '$i e)tin#e e!ectele bene!ice $i as"&%a !amiliilo%
?E
acesto%aD aci"nile socio-c"lt"%ale &e ca%e le &at%onea, sa" la ca%e &a%tici&D in!o%maiile &e ca%e le
#i!",ea, &%ivitoa%e la &%o&%ia activitateD !on#"%ile bne$ti ca%e i se &e%ce& s"b !o%m #e im&o,ite(
ta)e( amen,i( etc* sa" &e ca%e le o!e% &ent%" !inana%ea "no% aci"ni economice( sociale( c"lt"%ale(
etc* Me#i"l e)te%io% in!l"enea, 'nt%e&%in#e%ea ce acionea, 'n ca#%"l l"i $i activitatea acesteia &%in
in!o%maiile c" ca%e se alimentea, 8&%ivin# ce%e%ile &ieei( o!e%ta #e !acto%i #e &%o#"cie( ten#inele
e)istente sa" ca%e se &%e!ig"%ea, etc*;( %es"%sele &e ca%e i le &"ne la #is&o,iie( ce%ina a#o&t%ii
"no% !o%me o%gani,ato%ice $i meto#e #e con#"ce%e a#ecvate !%ecvenei( com&le)itii $i am&lit"#inii
sc@imb%ilo%( necesitatea m"lti&lic%ii &"nctelo% #e contact 'nt%e com&a%timentele $i sala%iaii
'nt%e&%in#e%ii $i o%ganismele $i agenii economici ca%e !o%mea, me#i"l %es&ectiv( !a&t ce #ete%min
nivel"l gene%al #e c"lt"%( #e con$tiin &%o!esional $i civic( #e &%o!esionali,a%e a sala%iailo%
'nt%e&%in#e%ii*
Mi$c%ile &e%manente #e b"n"%i mate%iale $i se%vicii( #e %es"%se economice( #is&onibiliti
bne$ti( etc* 'nt%e agenii economici $i me#i"l e)te%io% 'n calitate #e &a%tici&ani la activitatea
economic conc%eti,ea, !l")"%ile economice*
?
4.4 ANALIDA RENTA-ILIT6II LA S.C.DORNA S.A.
Rentabilitatea %e!lect ca&acitatea !i%mei #e a &%o#"ce &%o!it( oglin#in# 'nt%-o !o%m
sintetic e!iciena 'nt%egii activiti a !i%mei*
Rentabilitatea &oate !i anali,at s"b #o" as&ecte( $i an"me F
- &%in &%isma &%o!it"l"i( &%ivit ca "n in#icato% #e vol"mD
- &%in %ata &%o!it"l"i 8%ata %entabilitii;( ca%e e)&%im e!iciena !olosi%ii &%inci&alelo%
%es"%se angaCate 'n obine%ea &%o!it"l"i*
Esenial &ent%" conve%sia !acto%ilo% &%o#"ciei as"&%a %entabilitii esteF
a; %elaia %entabilitate 8&%o!itabilitate; $i #e,volta%e #"%abil( ce t%eb"ie incl"s 'n &olitica
!i%melo% ca va%iabil obligato%ie( at+t &%in mecanisme economice( c+t $i a#minist%ative( at"nci
c+n# la cele economice n" se obine %eacia necesa%( #e com&atibilitate c" ce%inele #e,volt%ii
#"%abile*
Evi#ent( n" t%eb"ie e)cl"s b"cla-&%o!it"l ca &%emisa &ent%" %eali,a%ea #e te@nologii
ca%e( 'n %elatia om-nat"%( s &%oteCe,e 'n totalitate &e cea #in "%mD a$a#a%( n" se &"ne
?
Manole A*( Stoian Mi%ela( Ag%oma%4eting( E#it"%a ASE( <"c"%e$ti( ?22L
?1
&%oblema obine%ii "n"i &%o!it ma%e $i c" o%ice &%e( ci &e ba,a #e activitate co%elat c"
asig"%a%ea con#iiilo% ecologice no%male*
b; %elaia %entabilitate-e!icien economic( %entabilitatea constit"in# o com&onent #e
ba, a e!icienei economice*
Rentabilitatea %e&%e,int &%inci&ala !o%m #e mani!esta%e a e!icienei economice( ia%
&%o!it"l( ca !"n#ament al %entabilitii( se &%e,int 'n ca#%"l #ive%selo% meto#e #e anali, a
%entabilitii s"b mai m"lte !o%me $i an"meF &%o!it"l #in activitatea #e e)&loata%e( &%o!it"l #in
activitatea !inancia%( &%o!it"l #in activitatea e)ce&tional( &%o!it b%"t( &%o!it im&o,abil( &%o!it net*
In!o%maiile necesa%e &ent%" anali,a %entabilitii se %egasesc 'n cont"l #e H&%o!it $i &ie%#e%eI( 'n
Hbilan"l contabilI $i 'n ane)ele sale( &%ec"m $i 'n alte #oc"mente ale contabilitii !inancia%e $i
#e gesti"ne ale "nei !i%me #e g%os*
Rata %entabilitii este "n in#icato% %elativ( ca%e &e%mite c"anti!ica%ea e!icienei
economice a activitii "nei societati come%ciale*
Mo#elele "tili,ate &ent%" a e)&%ima %ata %entabilitii a" %ol in!o%mativ #i!e%it( #a%( 'n
acela$i tim&( oglin#esc e!iciena #i!e%itelo% lat"%i ale activitii economice &e o &e%ioa# #e tim&*
/n cea mai ma%e &a%te( mo#elele "tili,ate 'n activitatea &%actic se ba,ea, &e
!olosi%ea in#icilo% ca%e &e%mit #escom&"ne%ea &e !acto%i - geomet%ic $i analitic - a va%iaiei
%atei %entabilitii( stabili%ea sens"l"i $i a m%imii in!l"enei acesto% !acto%i*
n Tabel"l K*0 s"nt calc"lati &%inci&alii in#icato%i !inancia%i obin"i ca%e e)&%im e!ect"l
8&%o!it"l( ci!%a #e a!ace%i( %e,"ltat"l e)&loat%ii $i c@elt"ielile #e e)&loata%e etc*; $i e!o%t"l*
Tabelul.4.1
I'%iat#$i fi'a'ia$i #&i'ui %e S.C. D#$'a S.A. :' )e$i#a%a 2++*,2+11
I'%iat#$i fi'a'ia$i 2++* 2+1+ 2+11
Total active ..?E20L9 .:?E0K.: .::??..L
Ci!%a #e a!ace%i :020E:.: :00.010? :0KLE0?L
A+n,%i #e m%!"%i 9.E99EL EK.99KL :0LKK9?
Cost"l m%!"%ilo% v+n#"te KL2.K.L .K9EE.2 99.1E99
Ma%Ca come%cial ??E0??2 0:111:L ?KE.9:9
P%o#"cia v+n#"t L9.2KLL ?.99E22 ?K2.9K.
P%o#"cia stocat 9K.. :K92 E.:2
P%o#"cia imobili,at
P%o#"cia e)e%cii"l"i L9.9111 ?.E9092 ?K0L?L.
Cons"m"%i &%ovenite #e la te%i 0?02.K: 0?E:21: 11:.L.
Aaloa%e a#a"gat ?KK9LL: 0?:E2E0 0.?LE22
S"bvenii #e e)&loata%e
Im&o,ite( ta)e( v%sminte 0021EE 1:.99 02L992
C@elt"ieli c" &e%sonal"l E0.:2 9::E: EK.:2
E<E 8e)ce#ent b%"t #e e)&loata%e; ??9L1E? 00LE.?9 0LK.K.2
AC"st%i #e e)&loata%e
?:
Alte venit"%i #in e)&loata%e 090LKK LL.9E9 .:20?L
Alte c@elt"ieli #in e)&loata%e 0KE11E LL?K.. K:E.L2
Re,"ltat"l e)&loat%ii 8E<IT; ??EEL?: 00K2EKE 0KL12KL
Aenit"%i !inancia%e 0:.9K0? 1.9E11 :1EK..
C@elt"ieli !inancia%e ?129EE L??.99 ?1:EE9
Re,"ltat"l c"%ent L:.L29K 09EK:9: ?0L.E??
Re,"ltat"l e)ce&tional -0?:1E22 K09E11 .K.LKK
Im&o,it &e &%o!it 9L?K:2 ?9E::. LK0E0.
P%o!it net ?2?01EK 01?LE9? ?LL:L.0
Din tabel"l K*0 se &oate obse%va evol"ia &%inci&alilo% in#icato%i !inacia%i( ace$tia
'n%egist%+n# sc#e%i 'n an"l ?202 com&a%ativ c" ?22:( l"c%" #ato%at c%e$te%ii accele%ate a
c@elt"ielilo% 'n an"l ?202* /n sc@imb 'n an"l ?200( societatea 'nce&e s 'n%egist%e,e c%e$te%i ale
acesto% in#icato%i( &iaa !iin# 'nt%-"n &%oces #e %eveni%e*
P%o!it"l net %eali,at la S*C* Do%na S*A* va%ia, #e la "n an la alt"l( cel mai ma%e &%o!it s-a
obin"t n an"l ?200* C"noa$te%ea g%a#"l"i #e in#e&en#en economic $i !inancia%(
#ete%mina%ea la moment"l o&o%t"n a #i!e%itelo% ca",e ca%e gene%ea, sc@imb%i ne#o%ite 'n
activitatea !i%melo%( &%es"&"n #iagnostica%ea statistico-!inancia% &%int%-"n sistem #e %ate #e
e!icien*
Rata #e %entabilitate evi#enia, ca%acte%isticile economice $i !inancia%e ale !i%melo%(
&e%mi+n# com&a%a%ea &e%!o%manelo% come%ciale ale acesto%a* /n gene%al( %atele #e %entabilitate se
#ete%min ca %a&o%t 'nt%e e!ectele economice $i !inancia%e obtin"e $i e!o%t"%ile #e&"se &ent%"
obine%ea lo%* Ratele #e %entabilitate msoa% %e,"ltatele obin"te 'n %a&o%t c" activitatea !i%melo%
8%entabilitate come%cial; c" miCloacele economice 8%entabilitate economic; sa" !inancia%e
8%entabilitate !inancia%;* Rata %entabilitii economice - a%at e!iciena "tili,%ii activelo% $i
&%e,int valo%i #i!e%ite 'n !"ncie #e sectoa%ele economiei naionale* Nivel"l acesteia t%eb"ie
com&a%at c" %ata me#ie a #ob+n,ii &e &iaa banca%( ast!elF
- c+n# nivel"l %atei %entabilitii economice este in!e%io% %atei #ob+n,ilo%( 'nseamn c !i%ma
come%cial 'n%egist%ea,a &ie%#e%iD
- c+n# nivel"l %atei %entabilitii este s"&e%io% %atei #ob+n,ilo%( 'nseamn c !i%ma c
#i!e%ena #int%e %ata %entabilitii economice $i %ata #ob+n,ii la ca&ital"l 'm&%"m"tat s"&limentea,
come%cial '$i "tili,ea, e!icient %es"%sele #e ca%e #is&"ne* A&a%e ast!el e!ect"l #e &+%g@ie( &%in
!a&t"l %em"ne%a%ea ca&ital"%ilo% &%o&%ii*
0; In#icato%i ai %entabilitii economice
Din &"nct #e ve#e%e economic( %entabilitatea se &oate e)&%ima &%in s"%&l"s"l moneta%
L2
#egaCat #e activ"l total* Dac acest s"%&l"s este %e&%e,entat #e &%o!it"l b%"t sa" net &"tem calc"la
"%mto%ii in#icato%iF
a; Rata b%"t a %entabilitii economice RbU "n#eF
Pb-&%o!it"l b%"t
TA-total active
b; Rata net a %entabilitii economice RnU "n#eF
Pn-&%o!it"l net
TA-total active
Tabelul 4.2
Ca"u"u" $e'ta&i"it8ii e#'#/ie "a S.C. D#$'a S.A
Se &oate obse%va #in 3ig"%a K*0 #inamica %atelo% %entabilitii economice( !iin# evi#ent
sc#e%ea acesto%a 'n an"l ?202* Aceast sc#e%e este #ato%at conC"nct"%ii economice 'n ca%e s-a
a!lat 'nt%eaga economie( !iin# #i%ect in!l"enat #e c%e$te%ea &%e"%ilo% mate%iei &%ime ce a #"s la
c%e$te%ea &%e"%ilo%( m%i%ea ta)elo% $i im&o,itelo% $i sc#e%ea ce%e%ii &ent%" &%o#"sele !i%mei*
?; In#icato%i ai %entabilitii come%ciale
Rata %entabilitii come%ciale e)&%im st%"ct"%a com&"nentelo% valo%ice #e ac"m"la%e in
%a&o%t c" ci!%a #e a!ace%i si evi#entia,a %an#ament"l #i!e%itelo% sta#ii #e activitate ale !i%mei*
Tabelul 4.*
Ca"u"u" $e'ta&i"it8ii #/e$ia"e
Rate"e %e $e'ta&i"itate #/e$ia"8 U.M 2++* 2+1+ 2+11
Rata ma%Cei come%ciale
J
LK(.L ?9(9E ?E(00
Rata E<EU E<EMCA J ?(K1 0(?K 0(KE
Rata ma%Cei nete #e e)&loata%e J ?(.2 0(?. 0(.E
Rata ma%Cei as"&%a valo%ii a#a"gate J :?*.K 1E*9: 11*L
L0
Rate %e $e'ta&i"itate e#'#/i8 U.M. 2++* 2+1+ 2+11
Rata b%"t a %entabilitii J E(0. ?(1? L(.9
Rata net a %entabilitii J 9(92 ?(?1 ?(10
Ca $i 'n ca,"l %atelo% #e %entabilitate economic se obse%v o sc#e%e accent"at a %atei
&%o!it"l"i 'n an"l ?202( #ato%at 'n &%im"l %+n# sc#e%ii &%o!it"l"i*
L; In#icato%ii %entabilitii !inancia%e
C" aC"to%"l acesto% in#icato%i este &osibil o anali, a %e,"ltat"l"i obin"t 'n %a&o%t c"
ca&ital"l &e%manent e)istent 'n !i%m*
Rata %entabilitii !inancia%e( c"nosc"t 'n teo%ia inte%naional s"b #en"mi%ea #e H%et"%n on
eV"it7I( &e%mite a&%ecie%ea e!icienei investiiilo% #e ca&ital ale aciona%ilo% $i o&o%t"nitatea
menine%ii acesto%a( calc"l+n#"-se ca %a&o%t 'nt%e %e,"ltat"l net al e)e%cii"l"i !inancia% $i ca&ital"l
&%o&%i"F R U W022
L
( "n#e
Pn- &%o!it netD
B&- Ca&ital &%o&%i"*
Tabelul 4.4
Ca"u"u" $e'ta&i"it8ii fi'a'ia$e
Rata %e $e'ta&i"itate fi'a'ia$8 U.M 2++* 2+1+ 2+11
Ca&ital &%o&%i" lei 1001:2K E1K:1?E 10KL0KE
P%o!it net lei L9.?L.9 0L.90E? 0911L91
Rata #e %entabilitate !inancia% J KK(:1 0E(?E ?2(EL
Aceast %at constit"ie "n in#icato% %elevant 'n a&%ecie%ea &o,iiei 'nt%e&%in#e%ii &e &ia* O
%em"ne%a%e 'n c%e$te%e a ca&ital"%ilo% investite asig"%F
"n acces !acil la %es"%se !inancia%e #ato%it 'nc%e#e%ii &%o&%ieta%ilo% act"ali #e a
%einvesti 'n 'nt%e&%in#e%e $i a &otenialilo% investito%i - #einto%i #e %es"%se !inancia%e #is&onibile
&ent%" &lasamenteD
ca&acitatea #e #e,volta%e*
4.2 ANALIDA PRODUCTI1IT6II MUNCII
n &%actic( &ent%" anali,a &%o#"ctivitii m"ncii(se "tili,ea, "n sistem #e in#icato%i &%in
ca%e se e)&%im !ie cantitatea #e &%o#"se obin"te c" o an"mit+ c@elt"ial #e m"nc(!ie c@elt"iala
#e m"nc e!ect"at &ent%" obine%ea "nei "niti #e &%o#"s*
L
Pie%%e 3*( Aalo%isation #Xente%&%ise et t@eo%ie !inancie%e( E#*#X O%gani,ation( Pa%is( ?22.
L?
n &%im"l ca,( &%o#"ctivitatea m"ncii85; se e)&%im ca %a&o%t nt%e vol"m"l
&%o#"ciei8Q; $i c@elt"ielile #e m"nc+ e!ect"ate8T;F 5U QMT( ia% n cel #e-al #oilea ca, se
"tili,ea, %elaia inve%sF QU TMQ*
n %a&o%t c" c@elt"ielile #e m"nc( se #eosebesc L ti&"%i #e &%o#"ctivitate a m"nciiF
0; &%o#"ctivitatea an"al &%in ca%e c@elt"ielile #e m"nc s"nt e)&%imate &e n"m%"l
total #e m"ncito%iF 5aU QMT
?; &%o#"ctivitatea ,ilnic at"nci c+n# c@elt"ielile s"nt e)&%imate &%in cons"m"l #e
tim& om-,ileF 5, U QMT8 om-,ile;D
L; &%o#"ctivitatea o%a%- c@elt"ielile s"nt e)&%imate &%in cons"m"l #e tim& n om-
o%eF 5@U QMt8om-o%e;
n tabel"l n%* K*. este &%e,entat sit"aia in#icato%ilo% valo%ici necesa%i calc"l%ii
&%o#"ctivitii m"nciiF
Tabelul 4.+
P$#%uti!itatea /u'ii "a S.C. D#$'a S.A*
I'%iat#$i U.M P$e!a9ut Rea"i9at
Rata %e
$e(te$eA7a%e$e
Ci!%a a!ace%i lei :2KL.0?L :0KLE0?L 020*021
N"m% me#i" #e sala%iai lei L2K L0. 02L*901K
Total om- ,ile l"c%ate lei E?:92 ELE02 020*2?1
Total om- o%e l"c%ate lei .1L912 .EK:L1 :1*.2??9
N"m%"l me#i" #e ,ile l"c%ate lei ?K2 ?LK :E*.
D"%ata me#ie a ,ilei #e l"c%" lei 1 E*1 :E*.
P%o#"ctivitatea an"al lei ?:EK1K ?:2?E9 :E*.EE??
P%o#"ctivitatea ,ilnic lei 0?L:*.09 0?K2*K:1?2: 022*2E:?
P%o#"ctivitatea o%a% lei 0.K*:L:9 0.:*2L1?L0: 02?*9K.L
Din tabel"l K*.* %e,"lt c toi in#icato%ii valo%ici n%egist%ea, c%e$te%i nsemnate !a #e
nivel"l &%ev,"t( #a% n #i!e%ite &%o&o%ii* E!ect"l acesto% !enomene as"&%a &%o#"ctivitii an"ale
&oate !i &"s &e ba,a %elaieiF 5aU N,Y N@ Y5@*
Pe ba,a #atelo% #in tabel"l K*.* sit"aia &%o#"ctivitii m"ncii se &%e,int ast!elF
5aU ?:2?E9- ?:EK1KU -E?21( #in ca%e #ato%it mo#i!ic%ilo%F
n"ma%"l"i me#i" #e ,ile l"c%ateF N,
0
YN@
2
Y 5@
2
-5a
2
U?LKY1Y0.K(:K-?:E*K1KU
-EKL9 lei
#"%atei me#ii a ,ilei #e l"c%"F N,
0
YN@
0
Y5@
2
-N,
0
YN@
2
Y5@
2
U 8?LKYE(1
Y
0.K(:K; N
8?LKY1Y0.K(:K;U ?1?E19( -?:22KEU - E?90 lei
&%o#"ctivitatii o%a%eF 5a
0
- N,
0
YN@
0
Y5@
2
U ?:2?E9- ?1?E19U EK:2 lei
LL
Utili,a%ea incom&lete a tim&"l"i #e m"nc( incl"siv n ca#%"l ,ilei( a con#"s la
#imin"a%ea &%o#"ctivitii an"ale c" 0K*9:E lei( ceea ce constit"ie o %e,e%v ca%e va t%eb"i s !ie
"tili,at n &e%ioa#a "%mtoa%e*
CAPITOLUL 4
STUDIU DE CAD
-I-LIOGRACIE
Ci"%ea I*A*( <%e,"lean" S*( Ung"%ean" G*( ?229 * Management ( E#it"%a Ion Ionesc" #e la <%a#( Ia$i*
C%e" C* R*( ?22. *Ci $i meto#e manage%iale &ent%" integ%a%ea ag%ic"lt"%ii $i ag%ot"%ism"l"i #in Rom+nia
'n U*E( E#it"%a Ca%tea Unive%sita%( <"c"%e$ti*
C%istac@e Silvia Elena( ?22L* Meto#e statistice #e calc"l $i anali, a e!icienei economice 'n come%(
E#it"%a ASE( <"c"%e$ti*
Ung"%ean" G*(?202 * Management"l &%o#"ciei ag%icole( E#it"%a Ti&o Mol#ova( Ia$i*
Aoic" R*( R#"lesc" Ca%men-Aalentina( ?22L* Managenet"l "nitilo% ag%oalimenta%e( E#it"%a ASE(
<"c"%e$ti*
Za@i" Letiia( ?200* Politici $i &iee ag%icole( E#it"%a ASE( <"c"%e$ti*( && 0K-0E
LK