CAZUL I: MOBEXPORT

675$7(*,$'(',675,%8

,(

Model de caz rezolvat

&RQ LQXWXOFD]XOXL
([SRUWDWRDUH WUDGL LRQDO  GH PRELO  ILUPD 6& 02%(;3257 6$D XUP ULW vQ XOWLPLL
DQL V  LD P VXULFDUH V

-L SHUPLW

 PHQ LQHUHD SHSLD D LQWHUQD LRQDO  3H GH R SDUWH GLILFXOW

LOH

FX FDUH VH FRQIUXQW  HFRQRPLD URPkQHDVF  L FDUH V DX UHSHUFXWDW L DVXSUD ILUPHL FRVWXO

materiei prime a crescut, productivitatea s-D PHQ LQXW VF

]XW  V DX vQWkPSLQDW JUHXW

DSURYL]LRQDUHDFXPDWHULLSULPHGDWRULW EORFDMXOXLILQDQFLDUDXDYXWGUHSWFRQVHFLQ

L vQ

VFXPSLUHD

SURGXVHORUILQLWHDOHDFHVWHLDLHDV DY ]XWQHYRLW V IDF UHVWUXFWXU ULGHSHUVRQDOLQXDSXWXW

UHVSHFWD vQWRWGHDXQD WHUPHQHOH GH OLYUDUH 3H GH DOW  SDUWH JUHHOLOH GH PDQDJHPHQW L FOLPDWXO

de instabiOLWDWHDXDYXWODUkQGXOORURDQXPLW FRQWULEX LHODVSRULUHDJUHXW LORUILUPHL

Astfel, Mobexport a ajuns ntr-R VLWXD LH GHOLFDW  'H DQL GH ]LOH HD H[SRUW  DUWLFROH GH
PRELOLHU vQ 2ODQGD &HUFXULOH GH DIDFHUL RODQGH]H FDUH UHSUH]LQW  FRQVXPDWRULL au preferat
vQWRWGHDXQDPRELO VWLO)LUPDURPkQHDVF DUHWUDGL LHvQSURGXFHUHDDFHVWXLWLSGHPRELO DDF 

ani buni exportul n Olanda s-D UHDOL]DW I

U  SUREOHPH 0RELOD URPkQHDVF  D IRVW LPSRUWDW  GH

PDL PXOWH ILUPH RODQGH]H FDUH DX DGXV vQ SHUPDQHQ

FDOLW

 VXJHVWLL FX SULYLUH OD vPEXQ W

LUHD

LL GHVLJQXOXL L ILQLVDMXOXL DFHVWHLD 0HFDQLVPXO H[SRUWXOXLHVWH SDUWLFXODUL]DW vQ VHQVXOF 

GH ILHFDUH GDW  VH KRW U WH FXP WUHEXLH UHDOL]DW  PRELOD SRWULYLW VSHFLILFD LLORU LPSRUWDWRULORU

olandezi. SocietaWHD 0REH[SRUW D vQFKHLDW FRQWUDFWH GH UHSUH]HQWDQ

LQVLVWHDVXSUDSUHFL] ULLH[DFWHDDWULEX LLORULVIHUHLGHLQIOXHQ
&D XUPDUH SH IRQGXO GLILFXOW

 L FRPLVLRQ I U  V  VH

DOHLQWHUPHGLDULORU

LORU vQUHJLVWUDWH GH ILUPD URPkQHDVF  HD D FRQVWDWDW F

GHL HVWH vQ P VXU  V  RIHUH vQ FRQWLQXDUH PDUI  QX PDL SRDWH V  DVLJXUH JDPD VRUWLPHQWDO 
VROLFLWDW  GH SLD D RODQGH]  Q DFHODL WLPS UHOD LLOH FX LQWHUPHGLDULL DX vQFHSXW V  VH
GLIHUHQ LH]H Q WLPS FH   UHSUH]HQWDQ L DX DFFHSWDW V  VHUYHDVF  LQW

eresele firmei romne,

PDMRULWDWHDFRPLVLRQDULORUDvQFOLQDWV UHQXQ HODFRQWUDFWHPRWLYkQGGLPLQXDUHDFRPLVLRDQHORU

QHUHJXODULWDWHD OLYU ULORU SUH XULOH SUHD PDUL L GLILFXOW

LOH GH FRPXQLFDUH FX FRQGXFHUHD

0REH[SRUWFDXUPDUHDVFKLPE ULLUHSHWDWH

a managerilor.

Q DFHDVW  VLWXD LH PDQDJHUXO JHQHUDO DO VRFLHW

LL URPkQHWL D FRQYRFDW &RQVLOLXO GH

$GPLQLVWUD LHF UXLDL DSUH]HQWDWVLWXD LDvQFDUHV DDMXQV&DXUPDUHDGLVFX LLORUFDUHDXXUPDW

s-DKRW

UkWHIHFWXDUHDXQHLLQYHVWLJD LLDP

QXQ LWH pentru a clarifica lucrurile.

&X HIHFWXDUHD LQYHVWLJD LHL D IRVW vQV UFLQDW XQ JUXS GH OXFUX IRUPDW GLQ VSHFLDOLWL DL

compartimentului tehnic, ai serviciului financiar-FRQWDELOLDLVHUYLFLXOXLGHVIDFHUHFDUHVHRFXS 

e cercetare s-D KRW UkW L WULPLWHUHD vQ 2ODQGDD XQXLHFRQRPLVW
care se ocupa de derularea contractelor cu firmele olandeze importatoare, pentru a culege

GH H[SRUW QFRQWH[WXODF LXQLL G

LQIRUPD LLGHODID DORFXOXL

'XS  R OXQ  SH PDVD PDQDJHUXOXL JHQHUDO DO 6& 0REH[SRUW 6$ VH DI

la raportul

vQWRFPLWGHJUXSXOGHOXFUXQXPLWV VWXGLH]HVLWXD LD'LQDFHDVWDUHLHHDvQSULQFLSDOF PRELOD

URPkQHDVF  HVWH SX LQ FXQRVFXW  GH F WUH FXPS U WRUL VH YLQGH OD SUH XULGLIHULWH SHQWUX DFHODL
VRUWLPHQW PXO L GLQWUH LPSRUWDWRUL DFRUG  SX LQ  DWHQ LH SURPRY ULL SURGXVXOXL URPkQHVF ILLQG
DQJUHQD LLDOWHDIDFHULUHSUH]HQWkQGLDOWHILUPHGLQGLIHULWH

ULXQLLGLQWUHHLDYkQGFDRELHFW

GHDFWLYLWDWHLDOWHSURGXVHSHOkQJ PRELO 

Managerul general a informat membrii Consiliului de

$GPLQLVWUD LH GHVSUH FHOH

FRQVWDWDWH L DFHWLD DX FHUXW HODERUDUHD XQXL SURJUDP FRHUHQW SULQ D F UXL DSOLFDUH V  VH
UHGUHVH]HH[SRUWXULOHvQ2ODQGD5 PkQHDQXPDLV VHHODERUH]HUDSRUWXOSHQWUXFDV VHSXQ vQ
PLFDUHDQJUHQDMHOHFDUHV SHUPLW UHDOL]D

rea obiectivului.

Se cere:
&HS

UHUHDYH LGHVSUHPRGXOvQFDUHDSURFHGDW6&0REH[SRUW6$"

&XPFUHGH LF

SRDWHILUH]ROYDW

VLWXD LDFUHDW

"

2. Rezolvare
Cazul prezentat n paginile anterioare poate fi rezolvat conform schemei de analL]

 GLQ

SDUWHDLQWLWXODW $VSHFWHPHWRGRORJLFHSULYLQGVWXGLHUHDFD]XULORU
D 'HRDUHFH FD]XO D IRVW DGXV OD FXQRWLQ D FHORU FH WUHEXLH V

-l rezolve prin prezentarea

OXLDLFLVHSRDWHWUHFHODXUP WRDUHDHWDS 

b) ,GHQWLILFDUHDSUREOHPHLGHED] (cenWUDOHDFD]XOXLSRDWHILHQXQ DW

DVWIHO

&DUHVXQWFDX]HOHSHQWUXFDUH6&0REH[SRUW6$DDMXQVvQDFHDVW VLWXD LHLFHWUHEXLH

V IDF HDSHQWUXDUH]ROYDSUREOHPDH[SRUWXULORUGHPRELO vQ2ODQGD"

c Desprinderea elementelor componente ale problemei centrale se face pe baza

SULQFLSDOLORUIDFWRULFDUHGHWHUPLQ VLWXD LDQFD]XOGHID

SULQFLSDOHOHDVSHFWHFDUHFRQWHD] FD

HOHPHQWHDOHSUREOHPHLFHQWUDOHVXQWXUP WRDUHOH

GLILFXOW

LPSRUWDQ DGLVWULEX LHLvQVWUDWHJLDGHH[SRUWvQDFHDVW  DU 

LOHLQWHUQHDOHILUPHLURPkQHWL

UHOD LLOHFRQWUDFWXDOHFXLPS

ortatorii olandezi;

VLVWHPXOGHGLVWULEX LHvQ2ODQGDLUHOD LLOHURPkQHWLFXSDUWLFLSDQ LLODDFHVWVLVWHP

DVLJXUDUHD vQ FRQWLQXDUH D SLH HL GH H[SRUW SULQ PHQ LQHUHD SUH]HQ HL SH SLD D
RODQGH] 

G

$QDOL]D

SUREOHPHL SH HOHPHQWHOH FRPSRQHQWH

SUHVXSXQH LQYHVWLJDUHD ILHF UHL

SUREOHPHSDU LDOHSULQGHVSULQGHUHDIDFWRULORUGHIDYRUDELOL

n exemplul nostru, principalele probleme care permit analiza factorilor sunt

XUP WRDUHOH
QFHP VXU GLILFXOW

LOHILUPHLJHQHUDWHGHVLWXD LDHFRQRPLF JHQHUDO LGHVO ELFLXQLOH

SURSULLDXLQIOXHQ DWH[SRUWXULOHGHPRELO vQ2ODQGD"

(VWH HYLGHQW F  GLQ FDX]D GHWHULRU ULL VLWXD LHL HFRQRPLFH ILUPD D IRVW DIHFWDW  SULQ

scumpirea materiilor prime, ca urPDUHDGHSUHFLHULLPRQHGHLURPkQHWLSULQFUHWHUHDSUH XULORU

OD DFFHVRULLOH LPSRUWDWH FODQ H IHURQHULH HWF 'H DVHPHQHD GLQ FDX]D EORFDMXOXL ILQDQFLDU

societatea nu s-D SXWXW DSURYL]LRQD vQ PRG FRQVWDQW FX PDWHULH SULP  OHPQ GH HVHQ H VSHFLDOH
cDUH VH SUHWHD]  OD IDEULFDUHD PRELOHL VWLO Q DFHODL WLPS GHRDUHFH PRELOD VWLO HVWH UHDOL]DW 
PDQXDO VH IDFH VLP LW  PDL SX LQ LQIOXHQ D GRW ULL WHKQLFH FL vQ PRG KRW UkWRU D QLYHOXOXL GH
FDOLILFDUH DO PXQFLWRULORU L SURGXFWLYLWDWHD 'HRDUHFH PRELOD VWLO FHUH PXOW  PDQRSHU 
SURGXFWLYLWDWHDHVWHVF ]XW 8QFDSLWRODSDUWHvOUHSUH]LQW PDQDJHPHQWXO6RFLHWDWHDDUHQHYRLH
GH XQ PDQDJHPHQW FRPSHWHQW GLQDPLF L IOH[LELO L vQ PRG SDUWLFXODU FDUH V DLE  FRQWLQXLWDWH
SHQWUX D SXWHD SURPRYD L DSOLFD R VWUDWHJLH FRHUHQW  GH H[SRUW FDUH V  DVLJXUH SRUWRIROLXO GH
FRQWUDFWHSHQWUXH[SRUWSHWHUPHQOXQJLUHOD LLGHGXUDW FXSDUWHQHULLRODQGH]L

 5HOD LLOH  FRQWUDFWXDOH  H[LVWHQWH  VXQW  GH  QDWXU

  V   IDFLOLWH]H  H[SRUWXULOH  ILUPHL

URPkQHWL"

Sub aspectul contractelor de export propriu-]LVH U

VSXQVXO HVWH DILUPDWLY GHRDUHFH HOH

SHUPLW vQWUH LQHUHDXQRU UHOD LLEXQHSULQPRGXO FXPVXQW vQFKHLDWHLH[HFXWDWH'DU0REH[SHUW

QXDDFRUGDWDWHQ LHDFHVWXLWLSGHFRQWUDFWH

Din punct de vedere al conWUDFWHORU GH LQWHUPHGLHUH H[LVWHQ D FRQWUDFWHORU VHSDUDWH

 QX SHUPLWH FRUHODUHD L FRQWUROXO DWULEX LLORU

GHL vQ SULQFLSLX SRVLELO  FX UH]XOWDWH EXQH

LQWHUPHGLDULORU IRORVL L DJHQ L L GLVWULEXLWRUL vQ DD IHO vQFkW DFHWLD V  QX VH VWkQMHQHDVF 

reciproc. Din acest motiv, s-D DMXQV OD LQWHUIHUHQ H vQWUH VIHUHOH GH LQIOXHQ
LQWHUPHGLDULFDUHVHLPSOLF vQFXPS UDUHDPRELOHLVRFLHW

 0RGXO vQ FDUH D SURFHGDW VRFLHWDWHD URPkQHDVF

Olanda a fost corect ?

 DOH GLYHULORU

LL
 OD VWDELOLUHD UH HOHL GH GLVWULEX LH vQ

8Q SULP DVSHFW IDYRUDELO vO FRQVWLWXLH IDSWXO F  0REH[SHUW D vQFHUFDW V  VWDELOHDVF 
UHOD LL IHUPH FX FkW PDL PXO L LQWHUPHGLDUL vQ LGHHD GH D DVLJXUD R ED]  GH GLVWULEX LH FkW PDL
ODUJ QUH]ROYDUHDSUREOHPHLUH HOHLGHGLVWULEX LHvQV H[SRUWDWRUXOURPkQQXDDF LRQDWFRUHFW
GDWRULW XUP WRDUHORUPRWLYH

FRQVHFLQ

QX D HIHFWXDW DQDOL]D FDQDOHORU GH GLVWULEX LH OD PRELOLHU SH SLD D RODQGH]  L vQ
 QX D FXQRVFXW vQ PRG DP QXQ LW WRDWH YHULJLOH DFHVWHLD Q HVHQ

 LPSRUWDWRULL GH

PRELO  SRW IL vPS U L L vQ XUP WRDUHOH FDWHJRULL LPSRUWDWRUL FDUH VXQW L SURGXF WRUL L FDUH SRW
HIHFWXD vPEXQ W

LUL PRELOHL FRPHUFLDOL]kQG R SULQ UH HDXD SURSULH LPSRUWDWRUL FRPHUFLDQ L FDUH

YkQGILHSULQUH HOHSURSULLILHUHYkQGDOWRUFRPHUFLDQ LMXFkQGQXPDLUROXOGHGLVWULEXLWRULDJHQ L

UHSUH]HQWDQ LFRPLVLRQDUL FDUHOXFUHD]  vQFRQWXO LSH QXPHOHDOWRUDDOILUPHLURPkQHWLVDXDO
XQRUSDUWHQHULRODQGH]LDFHDVW GLQXUP FDWHJRULHDIRVWIRORVLW GHILUPDURPkQHDVF 

-

QX D XUP ULW FDUH VXQW FDQDOHOH SH FDUH WUHEXLH V  OH SDUFXUJ  PRELOD SkQ  OD

FRQVXPDWRUDDFXPUHLHVHGLQSXQFWXODQWHULRU

- QXDFHUFHWDWvQGHDMXQVFDUHVXQWVIHUHOHGHLQIOXHQ

DOHGLYHULORULQWHUPHGLDULLDVWIHOV

-a

DMXQVvQVLWXD LDFDPRELODURPkQHDVF V VHFRQFXUH]HSURYHQLQGGLQFDQDOHGHGLVWULEX LHGLIHULWH

-QXDIL[DWLQWHUPHGLDULORUDWULEX LLVXILFLHQWH LH[DFWH LQLFLQXDHIHFWXDWXQFRQWURODO

DFWLYLW

LL DFHVWRUD 'HFL DD FXP VH SUH]LQW  FDQDOHOH GH GLVWULEX LH SHQWUX SURGXVHOH VRFLHW

ele sunt inadecvate.

(VWHLPSRUWDQW

LL

PHQ LQHUHDSLH HLRODQGH]H"

5 VSXQVXO HVWH QHW DILUPDWLY GHRDUHFH H[LVW  FHUHUH LDU PRELOD URPkQHDVF  HVWH FHUXW 
Q SOXV PHQ LQHUHD DFHVWHL SLH H SRDWH FRQWULEXL OD FUHWHUHD L GLYHUVLILFDUH
VRFLHW

a exporturilor

LLURPkQHWL
2DEDQGRQDUHDSLH HLRODQGH]HQXHVWHFRUHFW VXEDVSHFWVWUDWHJLFGHRDUHFHVHSLHUGHXQ

GHEXHXFKLDUGDF V DUSXWHDUHFXSHUDSLHUGHUHDSULQVSRULUHDH[SRUWXULORUF WUHDOWH

&DUHV ILHQRXDUH HDGHGLVWULEX LHLFHWUHEXLHV

strategico-tactic ?

UL

DVLJXUHHDVXEDVSHFW

0HQ LQHUHD VLVWHPXOXL GH GLVWULEX LH H[LVWHQW SUHVXSXQH UH]ROYDUHD XUJHQW  D XQRU
SUREOHPHFXPVXQWPHQ LQHUHDXQXLQXP UUHODWLYFRQVWDQWGHLPSRUWDWRULFXQRDWHUHDH[DFW D
DULHL GH DF LXQH D ILHF UXL LQWHUPHGLDU VWDELOLUHD DWULEX LLORU ILHF UXLD UHQXQ DUHD OD DFHL
LQWHUPHGLDUL FDUH QX DFRUG  VXILFLHQW  LPSRUWDQ

 SURGXVHORU VRFLHW

LL FRQYHQLUHD DVXSUD XQXL

VLVWHPGHVWLPXODUHvQIXQF LHGHUH]XOWDWHOHRE LQXWHvQYkQ]DUHDPRELOHLURPkQHWL

$FHVWHDF LXQLFHU HIRUWXULPDULLHVWHJUHX GHHYDOXDWGDF UH]XOWDWHOHRE LQXWHYRUILSH
P VXUDORU
$GRXDSRVLELOLWDWHHVWHDFHHDGHDUHQXQ DODFDQDOHOHGHGLVWULEX LHDFWXDOHLvQORFXLUHD ORU
FXRQRX IRUPXO GHGLVWULEX LH LQkQGFRQWGHWLSXULOHGHFDQDOHGHGLVWULEX LHH[LVWHQWHvQ2ODQGD

e)

(YDOXDUHD VROX LLORU DOWHUQDWLYH 2 SULP  VROX LH DU IL V  VH DSHOH]H OD LPSRUWDWRULL

FDUH VXQW L SURGXF WRUL SULQ vQFKHLHUHD GH FRQWUDFWH GH H[SRUW LPSRUW GHRDUHFH DFHWLD DX
SRVLELOLWDWHDV UHWXH]HFHHDFHHVWHQHFHVDUILLQGGLUHFWLQWHUHVD LvQRE LQHUHDGHSURILW$FHDVW 
DOWHUQDWLY  DUH vQV  XQ DYDQWDM SRWHQ LDO L DQXPH DFHOD F  V DU SXWHD V  DSDU  IHQRPHQXO GH

FRQFXUHQ

 vQWUH DFHODL VRUWLPHQW GDF  HVWH GLVWULEXLW GH PDL PXOWH ILUPH RODQGH]H (O HVWH vQV 

IRDUWHUHGXVGHRDUHFHvQGRPHQLXOPRELOHLVWLOHVWHPDLSX LQLPSRUWDQW SURYHQLHQ DSUHYDOkQG

FDOLWDWHDH[HFX LHL

A doua posibilitate ar fi

 VH vQFKHLH vQ HOHJHUHD FX XQ VLQJXU FRPHUFLDQW ILH F HVWH

L SURGXF WRU ILH F  QX F UXLD V  L VH DFRUGH H[FOXVLYLWDWHD GHVIDFHULL PRELOHL VRFLHW

LL

URPkQHWL vQ 2ODQGD Q DFHVW IHO FRQWUDFWXO SRDWH IL vQWRFPLW I UD ODFXQH LQWHUHVXO SDUWHQHUXOXL
RODQGH] ILLQG GH D VWLPXOD YkQ] ULOH $FHVW OXFUX HVWH YDODELO GDF  UHVSHFWLYXO LPSRUWDWRU VH
RFXS  vQ SULQFLSDO VDX vQ H[FOXVLYLWDWH GH YkQ]DUHD PRELOHL QRDVWUH ILLQG DVWIHO SXWHUQLF
FRLQWHUHVDW (O SRDWH IL L XRU GH FRQWURODW ([LVW  ULVFXO vQV  FD UHVSHFWLYXO V  QX L H[HFXWH

DWULEX LLOHGLQWU

-un motiv oarecarHLDWXQFLSUREOHPDGLVWULEX LHLU

PkQHSXQFWXOQHYUDOJLFFDUH

SRDWHSHULFOLWDH[LVWHQ D0REH[SRUWFDH[SRUWDWRUGHPRELO vQ2ODQGD

A treia posibilitate ar fi

 VH UHFXUJ

 OD H[SRUW GLUHFW

. n acest caz, ar fi nevoie de

LQYHVWL LL PDUL SHQWUX GHVFKLGHUHD XQRU PDJD]LQH SXEOLFLWDWH VWXGLHUHD SLH HL DQJDMDUHD GH
SHUVRQDO HWF 7RWRGDW  HVWH IRDUWH SRVLELO FD L FHLODO L FRPHUFLDQ L DXWRKWRQL V  vQFHUFH
GHVFXUDMDUHD DFHVWXL VLVWHP FHHD FH DU DGXFH VRFLHW

vROXPXO YkQ]

LL URPkQHWL JUHXW

L L PDL PDUL Q SOXV

ULORU WUHEXLH V  ILH VXILFLHQW GH PDUH FD V  DFRSHUH FKHOWXLHOLOH ULGLFDWH SH FDUH

WUHEXLHV OHVXSRUWH0REH[SRUW
QFRQFOX]LHPHQ LQHUHDVRFLHW

LLURPkQHWLFDH[SRUWDWRDUHGHPRELO SHSLD DRODQGH] 

depinde din punct de vedere al distULEX LHL  GH YDULDQWD DOHDV

 SHQWUX FRQWLQXDUHD DIDFHULORU

$FHVWH DVSHFWH VH SRW UH]ROYD QXPDL vQ FRQWH[WXO VROX LRQ ULL VLPXOWDQH GH F WUH VRFLHWDWHD
0REH[SRUW L D SUREOHPHORU UHIHULWRDUH OD SUH XO PRELOHL SULQ UHGXFHUHD FRVWXULORU RSWLPL]DUHD

dimensiRQ

ULL UHVXUVHORU XPDQH FUHWHUHD SURGXFWLYLW

DVLJXUDUHDVWDELOLW

LL Q DFHODL WLPS HVWH QHFHVDU 

LLPDQDJHULDOHPRGHUQL]DUHDDFWXOXLGHFRQGXFHUHLGLVSRQLELOLWDWHDFUHVFXW 
 FDOLWDWHD VXSHULRDU  FRQWUDFWDUHD

D DFHVWHLD SHQWUX D UH]ROYD SUREOHPHOH H[SRUWXOXL vQ VSH

FRUHFW  UHVSHFWDUHD WHUPHQHORU GH OLYUDUH L QX vQ XOWLPXO UkQG UHDOL]DUHD DFWLYLW

LORU GH

PDUNHWLQJ QHFHVDUH FHUFHWDUHD SLH HL DGDSWDUHD SHUPDQHQW  D PRELOHL VWLO OD FHULQ HOH SLH HL

olandeze, efectuarea de promovare: publicitaWHSURPRYDUHDYkQ]

ULORUHWF

6HOHFWDUHD VROX LHL ILQDOH GLQWUH DOWHUQDWLYHOH DQDOL]DWH WUHEXLH V  ILH UH]XOWDWXO DQDOL]HL
LLUH]XOWDWHOHSUREDELOH'HVLJXUvQGHFL]LDOXDW UROXOSULQFLSDOvODX

UDSRUWXOXLGLQWUHSRVLELOLW

HYDOX ULOH ULJXURDVH DOH FRQGL LLORU SLH HL RODQGH]H L DOH IRU HORU GH FDUH GLVSXQH VRFLHWDWHD
0REH[SRUW (D GHSLQGH WRWRGDW  GH S UHULOH SHUVRQDOH DOH GHFLGHQ LORU Q VLWXD LD GH ID
DOHJHUHD ILQDO  HVWH GLILFLO  SHQWUX F  ILHFDUH YDULDQW  GH VROX LH UHFODP  PXOWH GLVFX



ii cu

DUJXPHQWHSURLFRQWUD
'HRDUHFH VFRSXO VRFLHW

LL HVWH V  U PkQ  SH SLD D RODQGH]  SH R SHULRDG  GH WLPS

vQGHOXQJDW HDWUHEXLHV FkQW UHDVF FXJULM DYDQWDMHOHLGH]DYDQWDMHOHILHF UHLVROX LLSRVLELOH

n raport cu resursele de care dispune. 'LQDQDOL]DDQWHULRDU

LHVHvQHYLGHQ  nainte de toate

QLFLQXVHSRDWHYRUELGHP UFL

IDSWXOF ODPRELODVWLOFRQWHD] PDLSX LQSURYHQLHQ D

propriu-zise  WRFPDL GDWRULW

 VWLOXOXL FDUH GHILQHWH SURGXVXO $SRL HVWH HYLGHQW IDSWXO F 

H[SRUWDWRUXOURPkQQXGLVSXQHGHUHVXUVHPDWHULDOHILQDQFLDUHLQLFLGHFRPSHWHQ HPDQDJHULDOH
LGHPDUNHWLQJFDUHV

f)

-LSHUPLW

LQL LHUHDFRQVWLWXLULLXQHLUH HOHGHGHVIDFHUHSURSULL

6HOHFWDUHD VROX LHL ILQDOH

. Pe baza analizei efectuate rezulW

 F  PRELOD SURGXV  GH

0REH[SRUWSRDWHILH[SRUWDW vQSULPXOUkQGLPSRUWDWRULORUFDUHVXQWLSURGXF
DVWIHO LPSOLFDUHD VRFLHW

WRULSHQWUXF 

LL URPkQHWL HVWH PLQLP  GDU SUH XULOH REWHQDELOH SRW IL PDL PLFL 'H

asemenea, avantaje certe poate cele mai multe le are varianta cu un singur reprezentant. n
DFHVW FD] ILUPD URPkQHDVF  SRDWH RE LQH SUH XUL PDL EXQH DVLJXU  FRQWURO PDL HILFLHQW L VH
LPSOLF vQEXQ P VXU vQDFWXOFRPHUFLDO
/D DFHDVW  VROX LH WUHEXLH UHFXUV QXPDL GDF  0REH[SRUW HVWH vQ P VXU  V  UH]ROYH
GLILFXOW

LOHFXFDUHVH FRQIUXQW  FDOLWDWHOLYUDUHPDQDJHPHQWLV

-LvPEXQ

HDVF SUHVWD LD

JHQHUDO SULQXWLOL]DUHDPDUNHWLQJXOXL
6ROX LDHVWHGHFLELYDOHQW  importator-SURGXF WRU care poate acoperi punctele slabe ale
exportXOXL URPkQ SULQ UHPHGLHUL FDOLWDWLYH DOH SURGXVHORU L SULQ GLVWULEX LD SULQ UH HDXD SURSULH
HYHQWXDO L reprezentant unic GDF  ILUPD URPkQHDVF  GHS HWH GLILFXOW LOH L vL vPEXQ W HWH
SHUIRUPDQ HOHDVSHFWYDODELOLSHQWUXSULPDYDULDQW 

g) TranspXQHUHD

vQ SUDFWLF

 D VROX LHL 3HQWUX DFHDVWD HVWH QHFHVDU  R DFWLYLWDWH

VXV LQXW SHGRX SODQXUL

XQXO SUHVXSXQH UH]ROYDUHD GH F WUH VRFLHWDWH D SURSULLORU SUREOHPH L vPEXQ W

LUHD

SUHVWD LHLSHSLD DRODQGH] 

DOWXO LPSOLF  PXOWH FRQWDFWH FX GLYHUL FRPHUFLDQ L LPSRUWDWRUL SURGXF WRUL DFHVWHD
LQFOX]kQGDWkWSHFHLFXFDUHVRFLHWDWHDDUHGHMDUHOD LLFkWLDO LLQRLFXFDUHV SRDUWH
GLVFX LL L V  HIHFWXH]H DQDOL]H DP QXQ LWH DVXSUD FRQGL LLORU vQ FDUH VXQW GLVSXL V 

colaboreze cu exportatorul romn.

QILQDOWUHEXLHV VHDMXQJ ODvQFKHLHUHDFRQWUDFWHORUFXFHLFDUHRIHU FHOHPDLEXQHVROX LL
2EVHUYD LH
5H]ROYDUHDFD]XOXLSUH]HQWDWUHSUH]LQW GRDURSRVLELOLWDWH(DQXH[FOXGHDOWHPRGDOLW

L

GHDERUGDUHDDQDOL]HLFD]XULORUvQIXQF LHGHH[SHULHQ DLYL]LXQHDILHF UXLD

7UHEXLHV VXEOLQLHPvQV F RULFHPRGDOLWDWHGHDQDOL] DXQXLFD]WUHEXLHV VHED]H]H
SH XQ VLVWHP GH FRRUGRQDUH FODU FDUH V  SHUPLW  YDORULILFDUHD FXQRWLQ HORU L H[SHULHQ HL
SURIHVLRQDOH DOH FHORU LPSOLFD L RGDW  FX H[SORDWDUHD HILFLHQW  D SRVLELOLW

caz n parte.

LORU RIHULWH GH ILHFDUH