Analele Universitii Constantin Brncui din Trgu Jiu, Seria Economie, Nr.

3/2009

MACROMEDIUL - CA PROVOCARE MACRO ENVIRONMENT A

N CALEA GLOBALIZRII CHALLENGE IN THE WAY OF THE
PIEELOR DE SERVICII BANKING SERVICES
BANCARE GLOBALIZATION

Lect. univ. dr. Laura OLTEANU PhD Laura OLTEANU

Universitatea Babe-Bolyai Cluj Napoca Babes-Bolyai University Cluj Napoca,

Abstract.
n prezent firmele sunt ntro continu expansiune.
Concurena puternic determin extinderea.
Extiinderea determin provocri noi la care
firmele trebuie s fac fa. Acest lucru devine
posibil printro adaptare permanent. Adaptarea
se poate realiza prin cunoaterea pieelor pe care
firmele urmeaz s activeze, cunoaterea
factorilor de mediu extern. Factorii mediului
extern sunt factorii care influeneaz firmele
factorii demografici, socio-culturali, politico-
legislativi, economici., naturali, tehnologici.
Cuvinte cheie - factorii macromediului, mediul
demografic, mediul socio-cultural, mediul
politico-legislativ, factorii de influen,
globalizarea pieelor.
Abstract.
At present companies are continuously growing.
The strong competition determines their extension.
Extension determines new challenges companies
must face. This becomes possible through a
permanent adaptation. Adaptation can be realized
by knowing the markets that companies are going
to carry out their activities on, by knowing the
external environmental factors. The factors of the
external envirronment are those factors which
influence the companies demographical, socio-
cultural, political-legislative, economic,
technological factors.
Keywords factors of the macro environment,
demographical environment, socio-cultural
environment, political- legislative environment,
influencing factors, globalization of the markets.

n procesul globalizrii, firmele During the process of globalization,

trebuie s fac fa mai multor provocri. companies must face several challenges.
Aceste provocri pot fi determinate de These challenges are determined by
factorii de mediu, dar i deenvironmental factors but also by
comportamentul consumatorului, pe lng consumer behaviour, among other factors.
altele. Pe pieele concureniale, orientarea On the competitive markets, the
firmelor este ctre client. Cunoaterea orientation of the companies is towards the
clientului, a preferinelor sale, a mediului client. It is essential for companies to
n care activeaz este esenial firmelor. know the client, his preferences, and the
Performanele unei firme sunt n environment in which he activates.
strns corelaie cu capacitatea ei de a
nelege exigenele cadrului economic i The performances of a company are in a
social n care i desfoar activitatea1 . close correlation with its capacity to
Firmele din domeniul serviciilor sunt understand the demands of the economic
influenate n activitatea lor de factorii and social framework in which it carries
macromediului, cum ar fi factorii out its activity. Companies in the field of
services are influenced in their activity by
mediului demografic, mediului economic,
macro environmental factors such as

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mediului socio cultural, mediului factors of the demographical environment,

tehnologic i mediului politico-legislativ
2
. environment, technological environment,
Factorii macromediului
influeneaz firmele din domeniul
serviciilor
Mediul demografic influeneaz
activitatea firmelor de servicii prin faptul
c acestea i orienteaz oferta ctre
clieni. Numrul persoanelor active din
societate, influeneaz cererea de servicii,
de asigurri, de cursuri de perfecionare,
carduri pentru salarii, etc. n acest sens
bncile i-au dezvoltat sistemul de
automate bancare, pentru ca, clienii s
poat obine mai uor numerar. Creterea
numrului de copii, determin bncile s
ofere credite pentru vacane la dobnzi
avantajoase. Nu trebuie uitat faptul c
atrgnd copii, bnciile ncearc o
fidelizare a clientelei pe interval lung.
Creterea numrului de persoane active n
economie, asigur venituri, ceea ce duce
la solicitarea ofertei turistice.
Dezvoltarea activitii turistice i
comerciale atrage dup sine o circulaie
mai accelerat a fluxului de numerar .
Mediul economic influeneaz
puternic activitatea firmelor de servicii
prin faptul c nivelul de dezvoltare
economic este direct legat de activitatea
acestora. n desfurarea activitilor
economice un rol important l dein
bncile. Creterea numrului de ageni
economici, indiferent de activitatea
economic, determin bncile s i
dezvolte oferta, n funcie de solicitri.
Dezvoltarea activitii economice, ofer
venituri care se ntorc n banc, fie sub
form de depozite, fie sub forma dobnzii
datorate creditelor contractate. Creterea
veniturilor persoanelor fizice, determin
solicitarea ofertei bancare puse la
dispoziie de bnci. n acest sens, se
solicit nu numai depozitele sau
certificatele de depozit, ci i cecurile de
cltorie, n lei i valut, transferurile n
lei i valut- serviciul Money Gram sau
economic environment, socio-cultural
ce political-legislative environment.
Macro environmental factors that
influence companies in the field of
services
The demographical environment
influences the activity of companies in the
field of services by the fact that these
direct their offer to the clients. The number
of active people in the society influences
the demand of services, of insurance, of
refresher courses, of cards for salaries, etc.
In this respect the banks have developed
their system of automatic teller machines
so that employees could get cash more
easily. The increase of childrens number
determines banks to offer holiday loans at
advantageous interests. One shouldnt
forget the fact that by attracting children,
the banks try to make the clientele devoted
for a long period of time. The increase of
active peoples number in the economy
assures incomes, which leads to enquiry in
the field of tourism.
The development of tourist and
commercial activities brings about a faster
circulation of cash flow.
The economic environment strongly
influences the activity of companies in the
field of services by the fact that the level
of economic development is directly
connected to the activity of these. Banks
have an important role in the unfolding of
economic activities. The increase of
salesmens number, no matter what their
economic activities are, determines the
banks to develop their offer according to
the demands. The development of
economic activity offers incomes which go
back to the bank either under the form of
deposits or under the form of interest due
to contracted loans. The increase of the
physical persons incomes determines the
demand of the banking offer put at
clientsdisposal by the banks. In this
respect not only the deposits or the deposit

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Western Union. O prezen activ n certificates are demanded, but also the
activitatea comercial o au lanurile de travel cheques, in lei and in foreign
magazine cu vnzare n rate, Altex, currency, the transfers in lei and in foreign
Domo, Flanco. Aceste magazine atrag currency- Money Gram service or Western
clien ii i ctre bnci prin condiiile Union. The chains of shops specialized in
avantajoase de vnzare oferite. Se hire-purchase (Altex, Domo, and Flanco)
constat astfel o dezvoltare a comerului have an active presence in the commercial
i a transporturilor. Achiziionarea de activity. These shops attract clients
bunuri de folosin ndelungat ridic towards the banks as well through
calitatea vieii, dar creaz posibiliti advantageous sales conditions. Thus, we
pentru dezvoltarea asigurrilor. Totodat can notice a development of trade and
asigur condiii pentru prestarea unor transport. The purchase of long term
servicii postvnzare, servicii care pentru employment goods raises the quality of
firme pot reprezenta un avantaj life, but it creates possibilities for the
competitiv. Reducerea ratei inflaiei, development of insurances. At the same
permite practicarea unor dobnzi time it assures conditions for the
avantajoase la creditele oferite att ctre performance of some after sale services
persoanele fizice, ct i ctre persoanele which may represent a competitive
juridice. Creterea exporturilor, advantage for companies. The decrease of
antreneaz activitatea bancar, prin the inflation rate allows the use of some
viramentele valutare efectuate. n cazul advantageous interests to the granted loans
activitii de export-import, bncile pun la both in the case of physical and legal
dispoziia firmelor produse i servicii persons. The increase of exports involves
bancare pe msura solicitrilor. Nu lipsesc the banking activity through the performed
n acest sens acreditivele, scrisorile de currency transfers. In the case of export-
garanie bancar, viramentele, licitaiile. import activities, banks put at the
Creterea exporturilor asigur companies disposal banking products and
valorificarea produciei interne, services according to demands. In this case
dezvoltarea firmelor de transport, letters of credit, warranties, transfers,
echilibrarea balanei de pli. Asigur auctions are used. The development of
solicitarea licitaiilor. export assures the capitalization of the
Totodat dezvoltarea activitii internal production, the development of the
economice, permite bncilor o posibil transportation companies, equilibration of
specializare, fie ctre sectorul the balance of payments. It assures demand
intreprinderilor mici i mijlocii, fie spre o for auctions.
activitate economic distinct. n ultimul At the same time the development of
timp au intrat pe pia o serie de instituii economic activity allows banks a possible
nespecializate, care ofer credite specialization either in the sector of small
persoanelor fizice. Un rol important n and medium sized enterprises, or in a
dezvoltarea serviciilor bancare l are rata distinct economic activity.
omajului. Prin rata omajului se nelege A series of non-specialized institutions
proporia procentual a omerilor n which grant loans to physical persons have
cadrul populaiei active3 . Potrivit datelor entered the market recently. The
furnizate de Agenia Naional a Ocuprii unemployment rate has an important role
Forei de Munc, numrul omerilor in the development of banking services. By
nregistrai la sfritul lunii decembrie unemployment rate the percentage
2003 a fost de 658, 9 mii persoane, proportion of the unemployed as part of
comparativ cu decembrie 2002, a fost mai the active population is to be understood.

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mic cu 101, 7 mii persoane. Din aceast
cifr femeile reprezint 43, 5%. La
sfritul lunii octombrie 2004, numrul
omerilor a fost de 550, 7 mii persoane,
comparativ cu octombrie 2003, numrul
omerilor nregistrai a fost mai mic cu 84
mii persoane. i n acest caz femeile
reprezentau 42, 9 %. Se constat o
puternic implicare a femeilor n
activitile economice.
Rata omajului a nregistrat n
2004 o valoare de 6, 2 %, fa de 2003,
cnd a fost de 7, 4%, i 8, 4 % n 2002.
Deci se constat o descretere pe perioada
1999 - 2004. La femei rata omajului a
nregistrat 5, 6 % n 2004, 6, 4 % n 2003
i 7, 8% n 2002.
n 2003 rate ridicate ale omajului
s-au nregistrat n Hunedoara 12, 3%,
Vaslui 11, 9%, Ialomia 10, 8%, Olt
10, 6%, Braov 10%. n 2004 rate
ridicate s-au nregistrat n aceleai judee
cu 11, 7%, 11, 4% i 10, 7%. Se constat
creterea omajului . n judeul Braov i
reducerea n celelalte dou judee. Rate
reduse se nregistreaz n Satu Mare 1,
4% n 2004, fa de 2, 7 % n 2003, n
Timi 2, 5% n 2004, fa de 3, 5 % n
2003, Bihor 1, 8 % n 2004, fa de 2, 5 %
n 2003. n Bucureti rata omajului n
2004 a fost de 2, 6 % i a sczut 1 % fa
de anul precedent. n 2005 rata omajului
continu s scad i ca o cerin a aderrii
Romniei la Uniunea European. O rat a
omajului mai mic este benefic
sectorului bancar datorit faptului c
exist populaia activ, care are venituri,
care poate solicita produse i servicii
bancare.
Rata inflaiei a nregistrat o scdere
accentuat din 1999 de la 45,8 % la 11,9
% n 2004, respectiv la 9 % n 2005.
Inflaia a nregistrat i n anii urmtori
valori n scdere, astfel n 2006 a
nregistrat 6,56 %, iar n 2007 4,84 %.
Rata inflaiei influeneaz direct
activitatea bancar att n ce privete
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According to data provided by the National
Agency for Employment, the number of
the unemployed registered at the end of the
month of December 2003 was 658.9
thousand people, compared to December
2002, it was 101.7 thousand people less.
Women represent 43.5% out of this
number. At the end of October 2004, the
number of the unemployed was 550.7
thousand people, compared to October
2003, the number of the unemployed
registered was 84 thousand people less.
Women represented 42,9% in this case,
too. Womens strong involvement in
economic activities can be noticed.
The unemployment rate recorded in 2004 a
value of 6.2, compared with 2003, when it
was 7.4% and 8.4% in 2002. So, a decrease
was registered in the period of 1999-2004.
The female unemployment rate was 5.6%
in 2004, 6.4% in 2003 and 7.8% in 2002.
In 2003 high unemployment rates were
recorded in the county of Hunedoara
12.3%, Vaslui 11.9%, Ialomia 10.8%,
Olt 10.6%, Braov 10%. In 2004 high
unemployment rates were recorded in the
same counties with 11.7%, 11.4% and
10.7%. We can notice an increase of
unemployment in the county of Brasov and
a decrease in the other two counties. Low
rates were recorded in Satu Mare 1.4% in
2004, compared with 2.7 % in 2003, in
Timi 2.5% in 2004, compared with 3.5 %
in 2003, Bihor 1.8 % in 2004, compared
with 2.5 % in 2003. In Bucharest the rate
of unemployment was 2.6 % and it
decreased 1 % compared to the previous
year. The unemployment rate continued to
decrease in 2005 as a condition of
Romanias joining the European Union. A
smaller unemployment rate is beneficial
for the banking sector due to the fact that
there is an active population which has
incomes and can request banking products
and services.
The inflation rate recorded a strong
decrease from 45.8 % in 1999 to 11.9 % in
2004 and to 9% in 2005. Inflation recorded
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activele, ct i pasivele bancare. n caz de
inflaie ridicat instrumentele de
depozitare i economisire sunt mai puin
solicitate. Acordarea de credite se face
prin riscuri mai mari .
Mediul socio-cultural infueneaz
activitatea firmelor de servicii n mod
indirect. Spre exemplu, dac nu cu mult
timp n urm n bnci intrau cei care
lucrau direct cu banca prin intermediul
serviciului lor, n prezent n banci exist
o mare fluctuaie de persoane din toate
categoriile sociale. Astzi intr n banc i
copilul care i scoate alocaia i
pensionarul care i ridic pensia.
De asemenea n ultimii ani s-a dezvoltat
activitatea de asigurri, dar comparativ cu
rile occidentale, mai are destul de
recuperat.
Se poate constata o mare deschidere ctre
clieni din partea firmelor de servicii.
Diferitele categorii sociale, pot devenii
piee int pentru fiecare firm, datorit
caracteristicilor omogene pe care le au.
Dac iniial aveau telefoane mobile numai
afaceritii, n prezent telefonia mobil
este att de extins nct i copii din liceu
dein telefoane mobile.
Mediul tehnologic influeneaz
activitatea firmelor de servicii prin
creterea operativitii efecturii
serviciilor i calitatea prestaiei. Astzi nu
ar trebui s existe probleme legate de
echipamentul informatic, sau de sistemele
de comunicare. Fiecare firm de servicii,
fiecare ghieu dintr-o banc sau de la o
agenie de turism, sau de la asigurri,
trebuie s dispun de calculator
performant.
Dezvoltarea tehnologiei va schimba
ntreaga activitate a firmelor de servicii.
Astfel bncile electronice vor asigura
operativitatea maxim pentru clienii si.
Persoanele juridice i pot vizualiza contul
bancar la sediul firmei, pot efectua plile
fr s se deplaseze la banc prin sistemul
Multicash. Nu peste mult timp att
Annals of the Constantin Brncui University of Trgu Jiu, Economy Series, Issue 3/2009
decreasing values in the following years as
well, thus, it was 6.56% in 2006 and 4.84%
in 2007. Inflation rate directly influences
the banking activity as both banking assets
and liabilities are concerned In case of a
high inflation deposit and saving
instruments are less required. Granting
loans involves high risks.
The socio-cultural environment
indirectly influences the activity of
companies in the field of services. For
example, if not long time ago those who
were working directly with the bank due to
their jobs entered the banks, at present
there is a big fluctuation of people from all
social categories. Nowadays both the child
who gets his allowance and the retired
employee who cashes his pension enter the
bank.
An insurance activity was also developed
in the last years, but compared with the
western countries, it still has enough to
catch up with.
One can notice companies great opening
towards the client in the field of services.
Different social categories can become
target markets for each company, due to
the homogenous characteristics they have.
If initially only businessmen had mobile
phones, today mobile telephony is so wide-
spread that high school children also have
mobile phones.
The technological environment
influences the activity of companies in the
field of services by the increase of the
efficiency in carrying out services and of
the quality of service. Today, there should
not be problems with the information
technology equipment or with the
communication systems. Each company in
the field of services, each pay-office in a
bank or in a tourist agency or in an
insurance agency must have a high-
performance computer.
The development of technology will
change the whole activity of companies in
the field of services. Thus, electronic
banks will assure maximum promptness
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persoanele fizice, ct i cele juridice vor for their clients. Legal persons can
putea comanda produse i vor putea plti visualize their bank accounts at the
de la teminalul calculatorului. Se poate headquarters of the company; they can
aprecia faptul c n bnci, numrul make payments through Multicash system,
calculatoarelor a crescut, dar trebuie avut without going to the bank. In short time
n vedere nu numai factorul cantitativ ci i both physical and legal persons will be
cel calitativ. able to order products and will be able to
Comerul electronic este o pay at the computer terminal. It can be
activitate care dei nu este extins n appreciated that the number of computers
Romnia, este o activitate care va lua has increased in banks, but not only the
amploare n viitor. Vnzarea prin internet quantitative but also the qualitative factor
va schimba semnificativ nu numai must be kept in view.
obiceiurile de cumprare, dar i E-commerce, though not wide-spread in
posibilitile de plat. Plile electronice Romania, is an activity that will increase
vor fi apreciate de clieni, n momentul n in the future. Sales on the Internet will
care vor fi posibile. significantly change not only purchasing
O realizare tehnologic reprezint habits, but also payment possibilities. E-
marea varietate a telefoanelor mobile, payments will be appreciated by clients at
care stau la baza dezvoltrii the moment when they become possible.
telecomunicaiilor. The great variety of mobile phones which
Convorbirile telefonice iau amploare n are at the basis of the development of
perioada srbtorilor. Astfel n telecommunication represents a
decembrie 2004 s-au nregistrat technological achievement.
convorbiri telefonice, pe telefonia Telephone calls increase during the
mobil de 2, 5 milioane dolari. La holiday period. Thus, telephone calls of
trecerea dintre ani 2004-2005 s-au 2.5 million dollars were recorded on
nregistrat 35, 4 milioane SMS-uri. n mobile telephony in December 2004. At
prezent s-a nfiinat Serviciul de the new years eve separating 2004 from
Telefonie Special, care centralizeaz 2005 35.4 million sms messages were
datele deintorilor de telefoane mobile, registered. At present the Special
fapt perceput ca fiind un lucru pozitiv. Telephony Services has been established
which centralizes mobile phone owners
Mediul politico-legislativ data, which is considered to be a positive
Factorii politici sunt specifici fact.
fiecrei ri i reprezint n principal Political-legislative environment.
structurile societii, clasele sociale, The political factors are specific for each
forele politice, gradul de inlicare a country and they mainly represent the
statului n economie, gradul de stabilitate structures of the society, the social classes,
a climatului politic.5 Mediul legislativ este the political forces, the degree of the
format din ansamblul actelor i normelor states involvement in the economy, the
ce reglementeaz activitatea firmelor. stability degree of the political climate.
Exist norme generale, ce reglementeaz The legislative environment consists of the
activitatea firmelor din toate domeniile i whole of acts and norms that regulate the
norme specifice unui anumit sector de activity of companies. There are general
activitate. Banca Naional a Romniei norms which regulate the activity of
elaboreaz norme ce reglementeaz companies in all fields and norms specific
activitatea bancar. to a certain field of activity. The Romanian
National Bank works out norms which

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Mediul politic influeneaz
activitatea firmelor de servicii prin
legislaia pus n vigoare i prin deciziile
aduse.
Schimbrile politice relizate n
luna decembrie 2004, au dus la formarea
unui nou guvern, cu o nou orientare. O
schimbare major, ce a influenat
activitatea firmelor a fost introducerea
cotei unice de impozitare, de 16 %. Prima
reacie a fost constatat la burs unde s-au
cumprat aciuni. Introducerea cotei unice
de impozitare, a asigurat firmelor
majorarea capitalurilor. Pn n 4 ianuarie
2005 s-au tranzacionat la burs, aciuni n
valoare de 800 miliarde lei, i s-a
preconizat o cretere de 13% n
continuare. Din punct de vedere a legilor
existente se poate aprecia faptul c exist
legi valabile tuturor categoriilor de
organizaii, dar exist i legi specifice
diferitelor domenii de activitate.
Funcionarea activitii bancare n
Romnia are la baz o serie de legi cum ar
fi Legea 31/1990 privind nfiinarea i
funcionarea societilor comercialen
spiritul creia fiecare banc este
considerat o societate comercial de
drept comun, Legea 34/1990 privind
nfiinarea i funcionarea Bncii
6
Naionale a Romniei, Legea 33/1990
devenit Legea 58/1998 privind
7
activitatea bancar din Romnia. Exist
i o serie de reglementri date de BNR,
spre exemplu cele cu privire la
instrumentele de plat de debit cecul,
cambia i biletul la ordin, sau cele de
credit ordinul de plat.8 . Dintre acestea
amintesc: Normele tehnice nr. 8/1994
privind ordinul de plat, Normele tehnice
nr. 9/1994 privind cecul sau Normele
tehnice nr. 10/1994 privind cambia i
biletul la ordin 9 .
Legislaia bancar romneasc a
cunoscut modificri n 2004, astfel nct
s fie adaptat legislaiei, practicilor i
procedurilor europene. O nou lege a
statutului BNR a fost aprobat n 2004,
Annals of the Constantin Brncui University of Trgu Jiu, Economy Series, Issue 3/2009
regulate the banking activity.
The political environment influences the
activity of companies in the field of
services by the legislation entered into
force and by the issued decisions. The
political changes of December 2004 led to
the formation of a new government with a
new orientation. A major change which
influences the activity of companies was
the introduction of the flat tax of 16%. The
first reaction was noticed at the stock-
exchange where transactions were made.
The introduction of the flat tax assures
companies the increase of their capitals.
Until the 4th January 2005 transactions in
value of 800 billion lei were made at the
stock-exchange, and an increase of 13% is
foreseen. From the standpoint of the
existing laws it can be observed that there
are valid laws for all categories of
organizations, but there are also specific
laws to all fields of activity.
The functioning of the banking activity in
Romania is based on a series of laws like
the Law 31/1990 concerning the
establishment and functioning of
commercial companies in virtue of which
each bank is considered a trade company
under the common law, the 34/1990 Law
concerning the establishment and
functioning of the Romanian National
Bank, the 33/1990 Law which has become
the 58/1998 Law concerning the banking
activity in Romania. There are a series of
regulations issued by the RNB, for
example those concerning the debit
payment instruments - the cheque, the bill
of exchange, the promissory note or those
of credit money order. Among these I
mention: the Technical Norms Nr. 8/1994
concerning the money order, the Technical
Norms Nr. 9/1994 concerning the cheque,
the Technical Norms Nr. 10/1994
concerning the bill of exchange and the
promissory note.
The Romanian banking legislation went
through changes in 2004, in order to be
adjusted to the European legislation,
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mbuntind independena bncii centrale
i stabilind ca principal obiectiv al
acesteia stabilitatea preurilor. Datorit
necesitii adoptrii principiilor care sunt
aplicabile pieei financiare europene,
Legea bancar nr. 58/1998 a fost modicat
n decembrie 2003 i republicat la
sfritul lunii ianuarie 2005. Aceast
versiune adun toate modificrile care au
fost fcute ncepnd din 1999 pn la
sfritul 2004.
Aderarea la Uniunea European a
determinat creterea concurenei bancare
pe pia, lucru favorabil clienilor i
economiei n general. Concurena a
determinat diversificarea ofertei bancare,
creterea calitii prestrii serviciilor,
dar cel mai important este c a
determinat bncile s se orienteze ctre
client. Orientarea ctre client presupune
cunoaterea clienilor, a nevoilor lor
reale, a exigenelor sale.
Concluzia lucrrii
Pentru instituiile financiar bancare
cunoaterea evoluiei factorilor
macromediului i a influenei lor asupra
firmelor este vital. Nici o firm nu poate
intra pe pia fr a cunoate acest mediu,
fr a cunoate piaa, respective
preferinele i nevoile clienilor poteniali.
n cadrul globalizrii pieei trebuie s se
in cont i de ce exist pe diferite piee,
ntruct sunt i elemente care nu permit
schimbarea, sau schimbarea se face
extrem de greu. n acest caz se are n
vedere costul schimbrii.
Firmele trebuie s se adapteze n
permanen la clieni, mediu i pia.
Aceste elemente sunt provocri pentru
firme, ntruct orict de mult ar
standardiza un produs sau serviciu, ele
trebuie s in cont de mediul existent n
fiecare ar, de clienii poteniali.
nelegerea mediului n care
activeaz firmele i clienii, uureaz
nelegerea clienilor, a comportamentelor
i motivaiilor acestora.
Annals of the Constantin Brncui University of Trgu Jiu, Economy Series, Issue 3/2009
practices, and procedures. A new law of
the RNB statute was approved in 2004,
improving the independence of the central
bank and establishing as its main objective
the stability of prices. Due to the necessity
of adoption of principles that are
applicable to the European financial
market, the banking Law Nr. 58/1998 was
modified in December 2003 and
republished at the end of the month of
January 2005. This version adds up all
improvements that were made starting with
1999 until the end of 2004.
Besides knowing the evolution and
influence of the external factors of the
company, it is required to have a
knowledge of consumer behaviour.
Conclusion of the work
For the financial banking institutions it is
vital to know the macro environmental
factors evolution and their influence upon
companies. No company can enter the
market without knowing this environment,
without knowing the market, the
preferences and the needs of potential
clients. Within the globalization of the
market one has to take into consideration
what there is on different markets, as there
are elements which do not allow the
change or the change is made with extreme
difficulty.
In this case the cost of change is kept in
view. Companies must permanently adapt
to clients, environment and market. These
elements are challenges for companies
since, no matter how much they would
standardize a product or a service; they
must take into consideration the existing
environment in each country, and the
potential clients. Understanding the
environment in which companies and
clients work makes it easier to understand
clients, their behaviour and their
motivation.
At present these elements are essential for
the success of any business, but mostly in
the case of the companies extension on
the external markets, with different
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n prezent aceste elemente sunt cultures, values, different social classes

eseniale pentru reuita oricrei afaceri, with different buying potential.
dar mai cu seam n cazul extiinderii
firmelor pe piee externe, cu culturi
diferite, cu valori, clase sociale diferite, Bibliography
cu potenial de cumprare diferit.
Bibliografie
1. Banca Naional a Romniei,
Raport anual 2004, Bucureti, 2006
2. Funar Sabina, Produse i servicii
bancare, Ed. AcademicPres, Cluj
Napoca, 2001
3. Ionescu G. Mihai, Silberstein I,
Legislaie bancar, vol 2, Ed.
Expansion- Armonia,1998
4. Ionescu Lucian (coordonator),
Fundamentele profesiunii bancare.
Bncile i operaiunile bancare, Ed.
Economic, Bucureti, 1996
5. Somean Cornel, Cosma Smaranda,
Bazele marketingului, Ed. Efes,
Cluj Napoca, 2001
6. Somean Cornel, Cosma Smaranda,
Bazele marketingului, Ed. Efes,
Cluj Napoca, 2001
7. Vorzak Almos, Plia Ion, Pop
Marius, Marketing. Politici de
marketing, Partea a II a, Ed.
Risoprint, Cluj Napoca, 2000
8. Vorzsak Magdalena,
Macroeconomie, Ed. Presa
Universitar Clujan, Cluj Napoca,
1998
9. www. banca-agricola-raiffaisen.ro
1. Banca Naional a Romniei,
Raport anual 2004, Bucureti, 2006
2. Funar Sabina, Produse i servicii
bancare, Ed. AcademicPres, Cluj
Napoca, 2001
3. Ionescu G. Mihai, Silberstein I,
Legislaie bancar, vol 2, Ed.
Expansion- Armonia,1998
4. Ionescu Lucian (coordonator),
Fundamentele profesiunii bancare.
Bncile i operaiunile bancare, Ed.
Economic, Bucureti, 1996
5. Somean Cornel, Cosma Smaranda,
Bazele marketingului, Ed. Efes,
Cluj Napoca, 2001
6. Somean Cornel, Cosma Smaranda,
Bazele marketingului, Ed. Efes,
Cluj Napoca, 2001
7. Vorzak Almos, Plia Ion, Pop
Marius, Marketing. Politici de
marketing, Partea a II a, Ed.
Risoprint, Cluj Napoca, 2000
8. Vorzsak Magdalena,
Macroeconomie, Ed. Presa
Universitar Clujan, Cluj Napoca,
1998
9. www. banca-agricola-raiffaisen.ro

Tabel nr. 1 Analiza ratei omajului %

Indicatorul 1999 2000 2001 2002 2003 2004 2005

Rata 11,8 10,5 8,8 8,4 7,4 6,2 5,9
omajului
%
Sursa: Banca Naional a Romniei, Raport anual 2004, Bucureti, pag. 241

Annals of the Constantin Brncui University of Trgu Jiu, Economy Series, Issue 3/2009
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Analele Universitii Constantin Brncui din Trgu Jiu, Seria Economie, Nr. 3/2009

Rata omajului pe perioada 1999-2005 %

12 11,8
10,5
10
8,8 8,4
8 7,4
6,2 5,9
6 Rata omajului %

Grafic nr. 1 Analiza ratei omajului %

Tabel nr. 2. Rata inflaiei

Indicatorul 1999 2000 2001 2002 2003 2004 2005

Rata 45,8 45,7 34,5 22,5 15,3 11,9 9

inflaiei%,
nivel mediu
anual
Sursa: Banca Naional a Romniei, Raport anual 2004, Bucureti, pag. 241

Rata inflaiei% ,pe perioada 1999-2005 - nivel mediu anual

50 45,8 45,7
45
40 34,5
35
30
22,5 Ra ta infla iei% , nive l mediu
25
anual
20 15,3
15 11,9
9
10
5
0

Grafic nr. 2. Rata inflaiei % pe perioada 1999-2005 nivel mediu anual

Annals of the Constantin Brncui University of Trgu Jiu, Economy Series, Issue 3/2009
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Analele Universitii Constantin Brncui din Trgu Jiu, Seria Economie, Nr. 3/2009

Sursa: Banca Naional a Romniei, Raport anual 2004, Bucureti, pag. 241

Table Number 1. Analysis of unemployment rate %.

Indicator 1999 2000 2001 2002 2003 2004

Unemployment 11,8 10,5 8,8 8,4 7,4 6,2

rate %

Source: The National Bank of Romania, Annual report 2004, Bucharest, pg. 241

Rata omajului - %, pe perioada 1999 - 2004

11 ,8
12 10,5

10 8 ,8
8,4
7,4
8
6,2
6 Rata omajului %

Graphic Nr.1. Analysis of unemployment rate %

Table Number 2 Inflation rate

Indicator 1999 2000 2001 2002 2003 2004

Inflation rate %, 45,8 45,7 34,5 22,5 15,3 11,9

annual average

level

Source:The National Bank of Romania, Annual report 2004, Bucharest, pg. 241

Inflation rate - %, average annual level, in the period of 1999-2004

Annals of the Constantin Brncui University of Trgu Jiu, Economy Series, Issue 3/2009
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Analele Universitii Constantin Brncui din Trgu Jiu, Seria Economie, Nr. 3/2009

Rata inflaiei - %, nivel mediu anual, pe perioada 1999 - 2004

50

40

30
Rata inflaiei%, nivel mediu
anual
20

10

Graphic Nr.2.

Source: The National Bank of Romania, Annual report 2004, Bucharest, pg. 241

Annals of the Constantin Brncui University of Trgu Jiu, Economy Series, Issue 3/2009
410