curs 13

7/18/2019 Curs 13

http://slidepdf.com/reader/full/curs-13-56d53fd208bfd 1/13

13_REALIZAREA UNUI CAZ DE AFACERE

INTRODUCERE13.1 CAZUL DE AFACERI IN CICLUL DE VIATA AL PROIECTULUI13.2 IDENTIFICAND OPTIUNILE

13.3 ASIGURAREA FEZABILITATII PROIECTULUI13.4 STRUCTURA UNUI CAZ DE AFACERI13.5 PREZENTAREA UNUI CAZ DE AFACERI13.6 MANAGEMENTUL SI REALIZAREA BENEFICIILOR

INTRODUCERE

Un caz de afaceri (bu!n" #$"% "&" un '#u)"n& #*"!" +n ,-!"#&u '" $n$!/0 $$$#"-!!. E&" '#u)"n&u +n #$-" $n$!&!! $u #nu&$n!! ,-"/!n&0 #""$ #" #n&$&0! ,-,un un #u- $ $#!un!! ," #$-" )$n$")"n&u u,"-!- &-"bu!" 0 " #n!'"-".A#"& #$,!& #n!'"-0 #,u &-u#&u-$ ! #n!nu&u unu! #$/ '" $$#"-! ! "-0un"" -!"n&0-! $u,-$ )'uu! '" $$)b$-" $ !n-)$!"! ! '" ,-"/"n&$-" $

,-'uuu! n!$&. Un u#-u $'""-! $)!n&!& $!#! "&" #0 +n $nu)!&" !)!&" un #$/'" $$#"-! "&" un '#u)"n& #$-" "&" #u),0-$& '" $)"n! #$-" !$u '"#!/!".A$'$- un"" '!n&-" -"u!" #*"!" $" 78n/0-!- '" u##" " $,!#0 ! +n $#"& #$/9$##"n&u"$/0 $u,-$ b"n"#!!- nu $u,-$ #$-$#&"-!&!#!-: 7!n'" b"n"#!!" +n$!n&"'" $ '!#u&$ '",-" #&u-! ! '0 ;#u),0-0&-!-< +n"""-" $u,-$ '!)"n!un!!,-b")"! = $u ,-&un!&0!- = +n$!n&" '" $ ,-"/"n&$ #$n&!&$&"$ '" &!), "-& !b$n! #$-" 7- n"#"$-" ,"n&-u $ !),")"n&$ u!".

13.1 CAZUL DE AFACERI IN CICLUL DE VIATA AL PROIECTULUI

O +n&-"b$-" '""-! ,u0 +n #$/u '" $$#"-! "&" “Când ar re!"i #r$d"%ace%a&'A#"& u#-u "&" "u#!'$& +n u-$ 13.1. Cu) " $-$&0 +n u-0 un #$/ '" $$#"-!"&" un '#u)"n& 7!u ! $- &-"bu! -"7!/u!& ," )0u-0 #" ,-!"#&u $7$n"$/0 ! un&'"#,"-!&" && )$! )u&" u#-u-! '",-" u!$ ,-,u0 ! #&u-!" ! b"n"#!!"!n&-'u#"-!! $#"&"!$. >n ,u '"!u- -$n!/$!!" ! )"'!u - +n#n?u-0&- +n #$-"un#!n"$/0 nu un& &$&!#" $&" +n#8& #$/u '" $$#"-! &-"bu!" 0 " )"n!nu&#n&!nuu $ /! ,-!n -"7!/u!-" ,"n&-u $ $!u-$ #0 #!-#u)&$n"" #*!)b0-!- nu +!n7$!'"$/0. C$/u '" $$#"-! !n!!$ $'""-! -"/u&0 +n u-)$ unu! %"di" defeza!i(iae +n #$-" #"-!n"" "n"-$" ! ,!un!" &-"bu!" 0 " #n!'"-$&" !"&!)0-! ,-"!)!n$-" $" #&u-!- ! b"n"#!!- un& '"/7&$&". C!-"" ,-"!)!n$-"&-"bu!" &&u! 0 " -"7!/u!&" '$&0 #" )$! $n$!/0 )$! '"&$!$&0 $ &#),"&$&0 ! !)$!n" )$! #),"&0 $u,-$ ,!un!- ,!b!" "&" '!,n!b!0.

E" $- &-"bu! "@$)!n$&" '!n nu '$&0 #" u!$ $ & ,-!"#&$&0 ! #8n' "@!&0 )u&)$! )u&" '$&" '!,n!b!" ,-!7!n' #&u-!" '"/7&0-!!.C$/u '" $$#"-! $- &-"bu! $,! 0 " -"7!/u!& +n$!n&" #$ u!$ 0 " !7-$&0'"$-"#" +n )' !u- #!-#u)&$n"" $$#"-!! ,& 0 " #*!)b$& ! ,u&") $#u)0 &-"#") $ !),")"n&$-". >n n$ '$&0 #" u!$ ,-,u0 $ & ,u0 +nun#!un" 'u,0 un $nu)!& &!), &-"bu!" 0#u&0 re)iz"ire #$%*#r$iec ,"n&-u $'"&"-)!n$ -$'u +n #$-" b"n"#!!" ,-"7!/!n$&" $" $$#"-!! $u & -"$!/$&" !,"n&-u !'"n&!#$-"$ $#!un!- '" u!n"-" $ !7-0-!! $#"&- b"n"#!!.

7/18/2019 Curs 13


F!u-$ 13.1 " -""-0 $ "#$-" '!n&-" $#"&" ,un#&" '" -"7!/u!-" #$ $ “#$r+idecizi$na(e'. A#"& #n#",& $- u&!!/$& +n )$n$")"n&u ,-!"#&"- ,-"u,un"#$ ,-!"#&"" 0 &-"$#0 $nu)!&" &"&" = nu n"$,0-$& #"" "$&" '" 7!$b!!&$&"$$$#"-!! = +n$!n&" #$ 0 " ,$&0 &-"#" $ u-)0&$-"$ "&$,0.

13., IDENTIFICAREA OPTIUNILOR

Pri-"( #a% +n -"$!/$-"$ unu! #$/ '" $$#"-! "&" !'"n&!#$-"$ ! "@,-$-"$'!"-!&"- ,!un! #$-" "@!&0 ,"n&-u -"/7$-"$ #"-!n"- $$#"-!!. E@!&0 '" $,&'u0 )$-! &!,u-! '" ,!un!9

• $#+i"ni de afaceri #$-" "@,-"$/0 #""$ #" u!$ ,-,u0 !n&"n!n"$/00 $&!n0 +n &"-)!n! '" $$#"-! = '" "@"),u ;V!&"/$ '" +n#$$-" $ $#&u-!-0 #-"$#0 #u 5< $u ;R"'u#" nu)0-u '" $)"n! n"#"$- ,"n&-uun#!n$-"$ u,"-)$-"&uu!<:

• $#+i"ni enice #$-" #n!'"-0 #u) u!$ !7-$&0 &-"bu!" !),")"n&$&0$'""-! ,-!n u&!!/$-"$ IT.

L$ un ))"n& '" &!), '$& " ,$&" #n!'"-$ #0 $#"&" 'u0 &!,u-! &-"bu!" 0 "#n!'"-$&" ",$-$& ! #0 ,!un!" '" $$#"-! &-"bu!" 0 " #n!'"-$&" )$! +n&8!#,u !n' "7!&$-"$ '!#u&0!- '" $ -"/7$ +n $#"$! &!), ! ,!un!" '" $$#"-!! #"" &"*n!#".A#u) &&u! )u&" #*!)b0-! +n ,-$#&!#$ $$#"-!- !n#u' u&!!/$-"$ IT +n&-$nu)!&0 -)0 ! "&" $'""-! '!,n!b!0 &"*n!$ #$-" $#" u!!" '" $$#"-!,!b!". D" "@"),u un )' '" $ -"'u#" n"#"$-u '" ,"-n$ +n&-unu,"-)$-"& "&" 0 " $!u-" ,!b!!&$&"$ #!"n!- '" $! #$n$ !nu-!#u),0-0&u-!" u&!!/8n' nu !&") '" #'u-! '" b$-" ;!n&"!"n&<.D!n #$u/$ $#"$&$ "&" $-"#u) '!#! 0 )"n!! #),"& ",$-$&" ,!un!" '"$$#"-! ! ," #"" &"*n!#" '$- -0)8n" $'"70-$& #0 n"7!" $$#"-!! )$! )u& '"#8&

u&!!/$-"$ &"*n!"! -0)8n #"" #$-" '"&"-)!n0 '!-"#!$ '" '"/7&$-".P-#"u '" b$/0 ,"n&-u '"/7&$-"$ ,!un!- "&" -",-"/"n&$& +n u-$ 13.2.I'"n&!#$-"$ ,!un!- "&" ,-b$b! #" )$! b!n" -"$!/$&0 ,-!n&- $nu)!&0 -)0'" -*, +n #$-" b-$!n&-)!nu ! $&" )"&'" #-"$&!7" '" -"/7$-" $,-b")"- ,& u&!!/$&".

T"*n!#!" '" )'"$-" #u) $- )'"$-"$ !&")uu! '" $$#"-! (7"/! #$,!&u % !)'"$-"$ ,-#""- '" $$#"-! (#$,!&u % un& '" $")"n"$ u&!" +n "n"-$-"$,!un!-. S#,u "&" !),u9 0 " ,un0 ," )$0 &$&" !'"!" ,!b!" +n$!n&" 0 "&-"$#0 $ $""-"$ #"- )$! ,-)!0&$-" '!n&-" "". C*!$- '$#0 un"" '!n&-" !'"! ,$-n"-"$!&" "" ,& #n&!&u! ,0-! $" u!"! $#&u$" $u &!)u$ $&" ,"-n" 0-)u"/" $&" !'"! !)!$-" '$- #$-" un& -"$!/$b!". Un $& )' '" $ !'"n&!#$

,!un!" "&" 0 " &u'!"/" #" $&" -$n!/$!! = ,!b! #n#u-"n&" = $u &$b!!&,!un! !)!$-".O'$&0 #" &$&" ,!b!!&0!" $u & !'"n&!#$&" "" ,& "7$u$&" ,"n&-u $ 7"'"$#$-" '!n&-" "" $- &-"bu! "@$)!n$&" +n 7!!&-. D" b!#"! un"" !'"! ,& -",!n"$-&" -","'" '"$-"#" un& $-&" %c"-#e ia #rea -"( i-# #enr"i-#(e-enarea ($r $u un& c$nrac"("ra(e ,"n&-u -$n!/$!".C-!&"-!!" ,"n&-u "7$u$-"$ "/$b!!&0!! un& "@$)!n$&" )$! '"&$!$& +n #n&!nu$-"$$#"&u! #$,!&.

7/18/2019 Curs 13


I'"$ "&" #$ !&$ #u-&0 '" ,!un! 0 " -"'u0 $ rei %a" #ar" un$ !n')"n!n"-"$ &$&uHuuu! '"#! ,!un"$ "&" 0 nu " $#0 n!)!#.M&!7u ,"n&-u -"&-8n"-"$ !&"! $ &-"! $u ,$&-u ,!b!!&0! "&" #0 "&" '"&u '"n",-$#&!# '!n -$!un! '" &!), $u #& 0 "@$)!n0) )$! )u&" +n '"&$!u ,"n&-u $" '"/7&$ +n #n&!nu$-" +n #$/u '" $$#"-!. F!"#$-" '!n&-" ,!un!" '" ," !&$#u-&0 &-"bu!" 0 #-",un'0 un- "")"n&" )$?-" $" $$#"-!! '$- 0 "-" ! b$$n0 '" &!), '!&!n#&0 ,"n&-u !),")"n&$-" #u un bu"& n"#"$- &$b!!& -$!n$! un !- '" b"n"#!! $&-$#&!7".Un"-! "&" ,!b! #$ ,!un!" 0 -",-"/!n&" 7$-!$!! $" un"! !nu-" u!! un$'!n&-" $#"&"$ -""-!n'u" $ #"" )$! ,-"$n&" ,-b")" $" $$#"-!! !$- #""$&""-!n' '!"-!! $#&-! $'!!n$!. A#"$&0 !&u$!" "&" !u&-$&0 +n u-$ 13.3.

>n u-$ 13.3 ,!un"$ '" b$/0 " -""-0 '$- $ #"$ )$! ,-"$n&0 ,-b")0 '!n$$#"-" #$-" &-"bu!" -"/7$&0 #8& )$! -","'" ,!b! ! #u #&u-! )!n!)".U-)0&$-"$ ,!un" $'$u0 un"" #$-$#&"-!&!#! $'!!n$" $ u!" '$- #&u-!"un& )$! )$-! ! n"#"!&0 )$! )u& &!), ,"n&-u !),")"n&$-". U&!)$ ,!un" "&" u!" #),"&0 '$- #$-" '" b!#"! n"#"!&0 #" )$! un &!), ! #&u #" )$!

)$-" '" !),")"n&$-".O ,!un" #$-" &-"bu!" +n&&'"$un$ #n!'"-$&0 = ! #$-" &-"bu!" 0 " -"0"$#0

+n&-un )' $u $&u +n #$/u '" $$#"-! #n!'"-$& e%e %/ n" %e fac/ ni-ic.Un"-! "&" #"$ )$! 7!$b!0 ,!un" ! ,$&" #*!$- #"$ )$! bun0 $""-" $-$n!/$!"!. A'""-! &&u! $&" '" ,!un" nu "&" ,!b!0 '"$-"#",-b")"" '!n -$n!/$!" #$-" '"#u- '!n !n$#!un" ,& 'u#" $ #&u-! )$! )$-!.>n $#"& #$/ '"#!'"n!! ,& 0 nu " #n&!"n! #0 $#!un"$ "&" !),"-$&!70 ! $&"0 nu #n&!"n&!/"/" -!#u ! #n"#!n"" '" $ nu $#" n!)!# 0 '"7!n0 ,$-&"!),-&$n&0 $ #$/uu! '" $$#"-!.13.3 EVALUAREA FEZA0ILITATII PROIECTULUI

E@!&0 )u&" ,-b")" #$-" &-"bu!" u$&" +n #n!'"-$-" $&un#! #8n' "7$u0)"/$b!!&$&"$ '$- &$&" ,& -u,$&" +n &-"! #$" !),-&$n&" #u) " $-$&0 +n u-$13.4.P-!)$ #$0 feza!i(iaea afacerii !n#u'" #-!&"-!! '" $,-"#!"-" '$#0 !,&"/""0#u&" " ,&-!7"# #u b!"#&!7"" ! &-$&"!$ -$n!/$!"! ! = +n #$/u -)"-#)"-#!$" = '$#0 "" ,& $&!n" +n #n'!!!" '" ,!$0 #u-"n&". E@!&0 '"$")"n"$ $#&-! '" $,-"#!"-" $ u!"! ,-,u" +n -$,-& #u &!),u u#!"n&,"n&-u !7-$-"$ u!"! ,-,u" ! "#u-!/$-"$ b"n"#!!- '-!&" $" $$#"-!!.P-,un"-"$ &-"bu!" 0 ;" ,&-!7"$#0< #u &-u#&u-$ )$n$"-!$0 $ -$n!/$!"! ! #u#u&u-$ $#"&"!$ '"$-"#" !,$ '" #u&u-0 "&" un$ '!n&-" #$u/"" #$-" '"&"-)!n0#$ ,-!"#&"" 0 nu $&!$#0 $&",&0-!" ,u" +n "". Su!$ &-"bu!" 0 " #$,$b!0'" !),")"n&$-" +n #$'-u !n-$&-u#&u-!! /!#" $ -$n!/$!"! #*!$- '$#0 $#"$&$

"&" -"&-!#!". D"! ,-,un"-"$ ,$&" ,"n&-u #*!)b$-"$ )$?-0 $ ,-#"uu!"$ &-"bu!" 0 $!b0 +n#0 !n&"-$$ #u $&" ,-#"" #$-" nu " #*!)b0 $&" #0#),$&!b!!&$&"$ #u $&" ')"n!! &-"bu!" 0 " #n!'"-$&0 .O-!#" "&" ,-,u &-"bu!" 0 " #n-) #),"&"n"- -$n!/$!"! ! ,"-n$uu!0u $u &-"bu!" 0 "@!&" un ,$n ,"n&-u '"/7&$-"$ $#"&- #),"&"n". >n n$)u&" "#&$-" un& $#u) +n$& -"")"n&$&" ! u!$ ,-,u0 &-"bu!" 0 " un$#$-" 7$ $##",&$b!0 ,"n&-u -"")"n&$&-! ! 0 nu " +),&-!7$ $&- "! $ub!$!! &$b!!&".

7/18/2019 Curs 13


>n "7$u$-"$ feza!i(i/+ii enice "&" n-)$ '$- nu n"$,0-$& n"#"$- 0 "#n!'"-" u!$ IT. T-"bu!" 0 "7$u0) #"-"-!" -$n!/$!"! +n un#!" '","--)$n"" '!,n!b!!&$&"$ -"!$b!!&$&"$ )"n&"n$b!!&$&"$ ! "#u-!&$&"$$#"&"!$. S#$$b!!&$&"$ +n u ! +n ? = &-"bu!" '" $")"n"$ 0 " #n!'"-$&0 .O-$n!/$!$ &-"bu!" 0 ,"'" #$!#0-!" &"*n!#" n"#"$-" ,"n&-u !),")"n&$-"$u!"! $u 0 u,!)"n&"/" $#"&" #$!#0-! #u $?u&- '!n $$-0. Pu!n" !&")" ITun& $#u) &$n'$-'!/$&" ! $,$-" $&" ,-b")$ #),$&!b!!&0!! #u $&" !&")"#$-" un& #n!'"-$&". D$#0 u!$ !n#u'" un ,$#*"& &$-" $#*!/!!n$& '!n$$-0 &-"bu!" "7$u$&0 #$n&!&$&"$ '" #u&)!/$-" #$-" 7$ n"#"$-0 ! '$#0 $#"&u#-u 7$ '"&"-)!n$ '!#u&0! &"*n!#".>n n$ un"" u#-u-! &-"bu!" ,u" '",-" u!$ ,-,u0 ! '$#0 $#"$&$ "'7"'"&" un!#0 $u '$#0 "&" $#0&u!&0 '!n )'u" '"?$ "$b-$&" #$-" $u'7"'!& '!n ,un#& '" 7"'"-" &"*n!# $b!". Mu&" -$n!/$!! 7- ,-""-$ u!")$! ,u!n $)b!!$0 '$- $b!0 un"! u!! )$! $7$n$&" '$- #$-" ,-"u,un" un-!# &"*n!# #-"#u&.Feza!i(iaea nanciar/ " -""-0 $ )'u +n #$-" -$n!/$!$ ,$&" u!n"n$n#!$- u!$ ,-,u0. O-$n!/$!$ "&" n"#"$- " 0 $!b0 n'u-!" n"#"$-"'!,n!b!" " 0 ,$&0 0 " +),-u)u&". F!"#$-" -$n!/$!" 7$ $7"$ un"" -"u!$u ,-#"'u-! ,"n&-u $ "7$u$ '$#0 !n7"&!!" "&" $##",&$b!0 $u nu. C*!$- '$#0un ,-!"#& $'u#" +n n$ $nu)!&" b"n"#!! #$-" 0! -"#u,"-"/" 7$$-"$ !n7"&!&0"&" n"#"$- 0 "@!&" u#!"n& ca% 2$ +n &!),u '"0u-0-!! ,-!"#&uu!. >n n$&$&" -$n!/$!!" ,"#!#0 ,"-!$'0 '" &!), +n #$-" ,& 0 $,$-0 ,0! ! +n #$/u,-!"#&"- IT ,"-!$'"" '" ,$&0 un& '""-! $-&" #u-&" un"-! +n $#"$! $n#n&$b! #$ ! !n7"&!!$.13.4 5TRUCTURA UNUI CAZ DE AFACERIO-$n!/$!!" '!"-0 +n )'u +n #$-" "&" ,-"/"n&$& #$/u '" $$#"-!. Un"" ,-""-0d$c"-ene a-#(e #u $n$!/" #),"&" $" ,-,un"-!- ! &$&" '$&"" n"#"$-"u!n"-!! $#"&- ,-,un"-!. A&"" ,-""-0 #rezen/ri %c"re !n&"&!#" $"

,-!n#!,$"- ,un#&" ! ,u&") +n&8n! #$/u-! +n #$-" #$/u-!" '" $$#"-! un& -"/u)$&" +n&- !nu-0 ,$!n0 A4. D$#0 $#"& u#-u ,$-" $-"#u) #!u'$& &-"bu!" 0 n"$n'!) #0 #"! #$-" $u'!$/0 $#"&" ,-"/"n&0-! un& )$n$"-!! "n!-! $78n' &!),u$-&" !)!&$&. In'!"-"n& '" )0-!)"$ - &&u! )u&" #$/u-! '" $$#"-! un& !)!$-"

+n #""$ #" ,-!7"&" &-u#&u-$ ! #n!nu&u -. E" &!n' 0 !n#u'" u-)0&$-"" ,0-&!#),n"n&"9

• In&-'u#"-":• R"/u)$& )$n$"-!$:• D"#-!"-"$ !&u$!"! #u-"n&":• O,!un"$ #n!'"-$&$:• An$!/$ #&u-!- ! b"n"#!!-:• E7$u$-"$ !),$#&uu!:• E7$u$-"$ -!#uu!:• R"#)$n'0-!:• An"@" #u '$&"" ! !n-)$!$ '" u!n"-".

V) "@$)!n$ "#$-" "")"n& +n #n&!nu$-".13.4.1 Inr$d"cereA#"$&$ ,-"/!n&0 #"n$ $n$!/"! '"n"&" #,u ! b!"#&!7"" #*!)b0-!- $7u&" +n7"'"-" ! "@,!#0 #" #$/ '" $$#"-! "&" ,-"/"n&$&. D$#0 "&" -""7$n& &-"bu!" '"

7/18/2019 Curs 13


$")"n"$ '"#-!" )"&'"" u&!!/$&" ,"n&-u $ "@$)!n$ "")"n&"" $$#"-!! ! "-"(+"-e6e $a-eni($r care a" c$nri!"i (a %"di".13.4., Rez"-a"( -ana7eria(

>n )u&" ,-!7!n" $#"$&$ "&" #"$ )$! !),-&$n&0 ,$-&" $ '#u)"n&uu! '"$-"#",$&" !nu-$ ,$-&" ," #$-" '"#!'"n!! "n!-! 7- &u'!$ $&"n&. T-"bu!" #-!0

'u,0 #" -"&u '#u)"n&uu! $ & #),"&$& ! &-"bu!" 0 -"/u)" +n&-"u #$/ '"$$#"-! +n #8&"7$ ,$-$-$".>n&- !&u$!" !'"$0 &-"! ,$-$-$" $- u#!"n&" $#,"-!n'9

• de%#re ce %"di" e%e )$r!a ! #" $ 0!& '",-" "")"n&"" u$&" +n#n!'"-$-":

• $ recere 8n re)i%/ a $#+i"ni($r c$n%iderae #u $7$n&$?"" !'"/$7$n&$?"" $" ,-!n#!,$":

• "@,un"-" #$-0 $ rec$-and/ri($r f/c"e ! deciziei nece%are.D$#$ nu " ,& -"$!/$ '$- #"" &-"! ,$-$-$" +n#"$-#0 #" ,u!n 0 ,-"/!n!-"/u)$&u )$n$"-!$ '" un$ $u 'u0 ,$!n!.13.4.3 De%crierea %i"a+iei c"rene

>n $#"$&0 ,$-&" " "@,!#0 !&u$!$ #u-"n&0 ! '" un'" $,$- ,-b")"" !,-&un!&0!". A&8& &!), #8& $#"$&$ #-",un'" #u "@,!#$-"$ $#"&- "")"n&"#$- "&" '" $")"n"$ !),-&$n& 0 " )"n!n0 $#"$&0 "#!un" #8& )$! #u-&0,!b! )$n$"-!! "n!-! $'""-! ,8n8n'u" #0 $u '" #!&!& )u!)" '" ,$!n!#$ 0 $" #""$ #" '"?$ &!$u.Un"-! &&u! ,-b")"" -"$" $u ,-&un!&0!" n"'"#,"-!&" nu un& #""$ #"8n'"&" )$n$")"n&u u,"-!- $&un#! #8n' &u'!$/0 '#u)"n&"". >n $#"& #$/)u& ,$!u 7$ &-"bu! 0 " $#$& ,"n&-u "@,!#$-"$ "")"n&"- ! "@,-$-"$!),!#$!!- ,"n&-u $$#"-".13.4.4 O#+i"ni c$n%iderae

>n $#"$&0 "#!un" '"#-!") ,!un!" u$&" +n #n!'"-$!" ! "@,!#$& = #8& )$!#u-& #u ,u&!n0 = '" #" $u -",!n $#"" ,!un! #$-" nu un& -"#)$n'$&". Mu&,$!u &-"bu!" $#$& '"#-!"-!! %$("+iei rec$-andae ! '" #" "&" "$-"#)$n'$&0. Cu) $) 70/u& )$! '"7-")" = 7"/! u-$ 13.3 = ,& "@!&$ "-!" '",!un! !n#-")"n&$" '!n&-" #$-" #"$ )$! !),-&$n&0 '!n&-" "" "&" ,-"/"n&$&0 +n#n&!nu$-".

13.4.9 Ana(iza c$%"ri($r 6i !enecii($r

An$!/$ #&Jb"n"#!u "&" un$ '!n&-" #"" )$! !n&"-"$n&" ! +n $#"$! &!), #")$! '!#! $,"#& $" '"/7&0-!! #$/uu! '" $$#"-!.>n$!n&" '" $ "@$)!n$ ub!"#&u +n '"&$!u &-"bu!" &&u! )"n!n$& $,&u #0 "&"

bun0 $""-" ,!*!#0 %/ #rezen/- !enecii(e 8nainea c$%"ri($r:'"$-"#" '"#!'"n!! 7- $,-"#!$ $&un#! b"n"#!!" +n$!n&" '" $ '$ ,!",& #u #&u-!"-"$!/0-!! $#"&-$. Cu $&" #u7!n&" #""$ #" "&" ,-"/"n&$& "&" $n$!/0b"n"#!!J#&u-! #*!$- '$#0 ,-!n #n7"n!" n" -""-!) $ "$ #$ $n$!/0#&Jb"n"#!!.D"! $n$!/$ #&Jb"n"#!! "&" !n&"-"$n&0 "$ ,un" "-!" '" ,-b")"9

• 0 " ""#&u"/" +n ,-!)u -8n' $# un'" #&u-!" un& !n"-"n&" !b"n"#!!" ,& $&",&$&":

7/18/2019 Curs 13


• 0 " -"$!&0 ,-!7!n' b"n"#!!" #" 7- -"$!/$&" +n ,-$#&!#0:• "&!)$-"$ un"! 7$-! $ "")"n&"- !n&$n!b!" #u) $- ;+)bun0&0!-"$

$&!$#!"! #!"n!-< ! ;un )-$ )$! bun $ ,"-n$uu!<.• U&!)u ,un#& $'u +n '!#u!" ,-!7"&" #u #" &!,u-! '" #&u-! ! b"n"#!!

$7") '"$ $#" +n -$n!/$!". C&u-!" ! b"n"#!!" un& $b-'$b!" "

!)"'!$& " ," &"-)"n un. E" un& '" $")"n"$ " an7i!i(e #""$ #" +n"$)n0 #0 7$$-" #-"'!b!0 = '" b!#"! )n"&$-0 = ,$&" $#!$&0 #u"" " inan7i!i(e #""$ #" ,-"u,un" #0 nu "&" #$/u "7$u0-!! -)n"&$-". C)b!n8n' $#"&" "")"n&" 0!) #0 #&u-!" ! b"n"#!!" "

+n#$'-"$/0 +n&-un$ '!n&-" #$&"-!!" !u&-$&" +n u-$ 13.6.• C$%"ri(e &!n' 0 " )$-"$ - )$?-!&$&" &$n!b!" +n &!), #" !enecii(e

un& $'""-! )!@&u-" '" &$n!b!" ! !n&$n!b!". >n un"" -$n!/$!!)$n$"-!! nu !$u +n #n!'"-$-" '" # b"n"#!!" !n&$n!b!" ! $#"& u#-u$#" '!#!0 = $u #*!$- !),!b!0 =#n&-u!-"$ unu! #$/ '" $$#"-! #-"#&.Cu) 0 '0) 7$$-" $ #"7$ #u) $- !)$!n"$ un"! #),$n!! )$! )'"-n"$&!n0 ,-!n $',&$-"$ unu! nu K >n &"-!" "&" ,!b! 0 $#!"/! 7$$-" nu)"-!#0 -!#0-u! #& $u b"n"#!u: ,-b")$ ,-$#&!#0 "&" #0&-"bu!" 0 $! &!),u $u ,"#!$!&u #u "@,"-&!/0 ,"n&-u $#"$&$.

D$#0 b"n"#!!" !n&$n!b!" un& "7$u$&" "&" !),-&$n& #$ "" 0 nu "u,-$"&!)$&" $u )$! -0u 0 " &$b!!&" $ 7$-! n"!?$b!". P"-!#u $!#! "&" #0'"#!'"n!! nu 7- $#-'$ +n#-"'"-" $#"- 7$-! ! $#"& u#-u ub)!n"$/0

+n#-"'"-"$ - +n $&" 7$-! )$! -"$!& "&!)$&". C"$ )$! bun0 ,!&!#0 +n ,-!7!n$b"n"#!!- !n&$n!b!" "&" 0 " $" '"#!'"n!! 0 " "7$u"/" "! +n!!.O $&0 ,-b")0 +n $n$!/$ #&u-!Jb"n"#!! "&" &$b!!-"$ 7$-!- ," b$/$ un-,-"u,un"-!. D" "@"),u ,u&") 0 $u/!) #"7$ '" "nu <D$#0 $) ,u&"$ $&!n" -"'u#"-" '" 2 $ &!),uu! n"#"$- "!b"-0-!! $#&u-!- $&un#! $) ,u&"$ b!n" "#n)!" '" 5 '" -" ," $n $u -"'u#"-" $ #&uu! '" 25. '" Eu-<.A#"$&$ $- $##",&$b! ,"n&-u '"#!'"n! '$#0 !,&"/$ $- ,$u/!b!0. D$#0 "

,$&" u&!!/$! !,&"/" #$-" un& b!nu!&" +n #$'-u -$n!/$!"! ! +n&&'"$un$ !'" ,$-&"$ #"- #n"-7$&-! = '"#! -ai !ine c$%"ri %"!e)a("ae decâ%"#rae)a("ae.A78n' &$b!!&" un"" '!n&-" "")"n&"" #*"!" 0 $-un#0) ,-!7!-" $u,-$ #8&-7$#u-! +n #$-" #&u-!" ! b"n"#!!" ,& 0 $,$-0 ! $ )'uu! +n #$-" " ,u&")#u$n&!#$. V) u&!!/$ #"" ,$&-u #$&"-!! '" #&u-! ! b"n"#!! #$-" $u &'"#-!" '"?$.

C$%"ri an7i!i(e

• C$%"ri de dez)$(are a #er%$na("("i; +n )u&" ,-!"#&" +n ,$-&!#u$- +n#"" #$-" " !n#u'" '"/7&$-"$ '" n! ,-#"" ! !&")" IT $#"&"$ 7-

un "")"n& '" #& !),-&$n&. P"n&-u $ " &$b!! "&" n"#"$- 0 "7$u0) -$&0 /!n!#0 $ ,"-n$uu! ,-"/"n& = ,-b$b! '!,n!b!0 '" $ D",$-&$)"n&u'" R"u-" U)$n" $u D",$-&$)"nu '" Cn&$b!!&$&" = ! un ,$n "@&"-!-,-!"#&uu! $u,-$ -"u-"- #$-" 7- n"#"$-". D$#0 #nu&$n!! "@&"-n!7- u&!!/$! $&un#! #&u-!" 7- ub!"#& '" n"#!"-" ! #n&-$#&$-".

• C$%"ri de "i(izare a #er%$na("("i; $#"&"$ un& $'""-! u!&$&" '$- ,& ")n!#$&!7" #$ )0-!)". P"-n$u u&!!/$& 7$ &-"bu! 0 " '!,n!b!

7/18/2019 Curs 13


,"n&-u !n7"&!$-"$ !n!!$0 ,"n&-u &"&$-"$ -!#0-u! !&") !n#u ! &-"bu!"!n&-u!& +n ,"-$-"$ #u nu !&") ! )"&'"" '" u#-u. D!n nu -$&""/!n!#" ,& u&!!/$&" +n #)b!n$!" #u un ,$n $ nu)0-uu! '" u&!!/$&-!!n#u!.

• <ardare; $# un'" IT "&" !n#u "@!&0 $'""-! n"7!$ '" $ #u),0-$

un nu *$-'$-". P"n&-u $#"$&$ "&!)$-"$ $u #&$!!" ,& b!nu&" '" $u-n!/-!! ,&"n!$!.

• Infra%r"c"ra; $#"$&$ !n#u'" u#-u-! #$ -""" ! #$bu-!. D!n nu"&!)$!!" ,& b!nu&" '" $ u-n!/-!.

• Pacee %$fare; "&!)$!! b!nu&" '" $ 78n/0&-!! '" &$-" ,-b$b!b$/$&" ," nu)0-u ,-,u '" !#"n" $u u&!!/$&-!. A# un'" -"$!/$-"$unu! ,$#*"& &$-" "&" '-!&0 "&!)$!! $" "-&uu! ! #&uu! !n#u" ,& '" $")"n"$ n"#"$-".

• Re($carea; $#"$&$ ,$&" '"&u '" '!#! '" "&!)$& +n ,-!7!n$ #&uu!.

C&u-!" ,& !n#u'" #"" "$&" '" )u&$-" ! +n#*!-!"-" -"$#"-"$ #$!"! !n!" )b!". E@!&0 '" $")"n"$ #&u-! $#!$&" #u u,-$7"*"-"$ #uu! +n #$-" " ""#&u"$/0 )u&$-"$ "&#.

• In%r"irea 6i #en%i$narea #er%$na("("i; ,"n&-u $ -"$!/$ $#"$&$ &-"bu!"0 #un$&") #8! '" )u! $)"n! "&" n"#"$- 0 " !n&-u!! ! #" &-"bu!" "!0 +n7"". I'"$ $#"$&$ n"#"!&0 -)0 ,"#!#0 '" !n&-u!-" '"&!n$&0$n$!/"!. D$#0 nu "@!&0 u#!"n& &!), ,"n&-u $#"$&$ $&un#! " ,$&" $#" "7$u$-" "n"-$0 $u,-$ in%r"irii nece%are ! )u&!,!#$ &!),u '" !7-$-","n&-u un #u- #u un $#&- '" 1 ,"n&-u $ $7"$ "&!)$-" $,-@!)$&!70 $"-&uu! '" '"/7&$-" $ #u-uu!.

•

C$%"ri(e inerne; '$&0 #" nu !&") $ & -"$!/$& " 7$ n"#"!&$)"n&"n$n0 ! u!n"-" !$- "7$u$-"$ $#"&- #&u-! ,$&" b!nu&0 '" $78n/0&-!.

D$#0 $#"$&$ nu "&" ,!b! $&un#! -"u0 "),!-!#0 $-&" $,-@!)$&!70,-"u,un" #&u-! ,"-$!n$" '" 15 +n ,-!)u $n 'u,0 !n&$$-" ! '" 1 'u,0$#""$. T&u! $#"$&0 $,-@!)$-" "&" $-&" ,-b")$&!#0 ! #&$!!" #u-"n&" un&)u& )$! ,-""-$b!" '$#0 "" ,& b!nu&".

0enecii an7i!i(e

• Ec$n$-ii de #er%$na(; $#"&"$ un& #"" )$! b!nu!&" "#n)!! '"!)u&" -$n!/$!! un& $#u) $&8& '" ,&!)!/$&" +n#8& "&" -"u '" 70/u& '"

un'" $- )$! ,u&"$ 7"n! $&" "#n)!!. >n #$#u$-"$ "#n)!!- "&" n"#"$-0 "7$u0) #&u #u $n$?$-"$ ,"-n$uu! = !n#u!7" u#-u-! #u) un&$!u-0-!" n$!n$" ,"n!! ! $&" b"n"#!! ! un"-! ,$!u ," #$-" +#u,0. D",$-&$)"n&"" '" R"u-" U)$n" $u #" '" Cn&$b!!&$&" $- &-"bu!0 " #$,$b!" 0 "-" $&" '" !n-)$!!. Nu &-"bu!" u!&$& #0 '$#0 "@!&0,"-n$ -"'un'$n& $#"$&$ 7$ 'u#" $ $,$-!!$ '" #&u-! u,!)"n&$-" #$-"&-"bu!" 0 " &$b!!&" $&" +n#8& 0 ,$&0 '"&"-)!n$&" -"'u#"-! #$-" 0'u#0 +n n$ $ #0'"-"$ #&u-!- '" ,"-n$.

7/18/2019 Curs 13


• Ef$r red"% 6i )iez/ 8-!"n//+i/ de ("cr"; '$#0 ,&u-!" ,"-n$uu!nu un& #),"& #*!)b$&" "&" ,!b! 0 ""#&u"/" un"" $-#!n! ," &"-)"n#u-& #""$ #" -"'u#" &!),u ,"n&-u $&" $#&!7!&0!. A#"&$ "&" un b"n"#!u&$n!b! '$#0 "-&u ," $n$?$& ,"n&-u $ -"$!/$ $-#!n$ "&" )0u-$& !#),$-$& #u !&u$!$ $&",&$&0 'u,0 #*!)b$-".

• R/%#"n% -ai ra#id (a %$(ici/ri(e c(ien+i($r; '!n nu 7$ n"#"$- 0 """#&u"/" )0u-0&-! +n$!n&" '" #*!)b$-" $" &!),uu! n"#"$- ,"n&-u $-0,un'" n"7!- #!"n!- ,"n&-u $ #u$n&!#$ -!#" ,!b! b"n"#!u.

• C$%"ri de ac$-$dare red"%e; $#"&"$ ,& +),0-!&" $ -8n'u - +n#&u #u ,"-n$u $n$?$& '$- #$#u$&$-"" ! In&"-n"&u ,"-)!& $&0/! 0" ""#&u"/" "-!" '" $#&!7!&0! $ ')!#!!u ,$-&" '!n &!), $u ,"-)$n"n&.Lu#-u $#"&$ +n"$)n0 -"'u#"-"$ #&u-!- '" $#)'$-" ! D",$-&$)"n&u'" #n&$b!!&$&" $- &-"bu! 0 ,$&0 "&!)$ #$-" un& b"n"#!!" -$n!/$!"! +n$#"& #$/.

• 5$c"ri red"%e; n!" !&")" = +n ,"#!$ !&")"" ;?u& !n &!)"< =-"u"#

0 $!b0 n"7!" '" )$! ,u!n" &#u-!. E@,"-!! +n n$n" ! !&!#0 &-"bu!" 0" #$,$b!! 0 $?u&" +n #u$n&!#$-"$ $#"&- b"n"#!!.

• Red"cerea a($r c$%"ri; -"'u#"-"$ )un#!! u,!)"n&$-" $b!!&$&"$ '" $"7!&$ n!7""" '" b$/0 $" nu)0-uu! '" ,"-n$ ! -"'u#"-"$ &!),uu! !#&u-!- #00&-!!- +n&-" '!"-!&" #$!! ,-"#u) ! +n u&!!/$-"$#nu)$b!"-.

0enecii inan7i!i(e

• Cre6erea %ai%fac+iei 8n -"nc/; $#"$&$ ,$&" $'u#" b"n"#!! &$n!b!"#u) $- -"'u#"-"$ ,"#0-!- '!n ,&u-" $u $ $b"n&"!)uu! '$- ,-b")$

"&" #0 nu " ,$&" &$b!! +n $7$n '$#0 $#"&" u#-u-! " 7- +n&8),$.• =-!"n//+irea %ai%fac+iei c(ien+i($r; $#"$&$ "&" '" $")"n"$

!n&$n!b!0 '"$-"#" nu ,u&") 0 )0u-0) ,-"#! '" "@"),u '" #" #!"n!!" ,8n '" ,-'u"" ! "-7!#!!" ,-!)!&" '" $ -$n!/$!".

• O -ai !"n/ inf$r-a+ie -ana7eria(/9 "&" !),-&$n& 0 '!&!n") +n&-" )$! bun0 !n-)$-" )$n$"-!$0 ! !),$ !n-)$!" )$n$"-!$0 )$!b$&0. P-!)$ #n'u#" $ '"#!/!! )$! bun" '$- $#"& u#-u "&" '!#! '""7$u$&.

• O -ai -are 2e>i!i(iae $r7anizai$na(/9 $#"& u#-u +n"$)n0 #0-$n!/$!$ ,$&" -0,un'" )$! -$,!' $ #*!)b0-! '!n )"'!u "@&"-n '"#! $-"

!&")" ! ,-#"" )$! "@!b!" ! )")b-!! ,"-n$uu! ,& &-"#" 0 "@"#u&"'!"-!&" $#&!7!&0! -"$&!7 )$! -$,!'.

• Ti-# de rez$()are a #r$!(e-e($r -ai creai)e9 )$n$"-!! "!b"-$! '"$#&!7!&0!" '" /! #u /! $u &!), )$! )u& ,"n&-u $ &u'!$ "")"n&" '" &-$&"!"'"#!/!n$0.

7/18/2019 Curs 13


• =-!"n//+irea #rezen/rii %a" $ -ai !"n/ i-a7ine #e #ia+/9 n!"!&")" $'""-! ,"-)!& #$ -$n!/$!" 0 " ,-"/!n&" )$! b!n" u)!! '!n$$-0.

• C$-"nica+ii -ai !"ne9 )u! $)"n! -$,-&"$/0 #)un!#$!! $b" +n #$'-u-$n!/$!!- - #$ ,-b")0 $&" #0 +)bun0&0!-"$ #)un!#$!!- 7$

b"n"#0. T&u! '!n nu #u) " ,$&" &$b!! 7$$-" ,"n&-u $#"$&$K

P-"/"n&$-"$ #&u-!- ! b"n"#!!- n$n#!$-" '$&0 #" '!"-!&"" #&u-! ! b"n"#!!&$n!b!" $u & "7$u$&" " $#" +n $$ " +n#8& )$n$"-!! 0 7$'0 '$#0 ! #8n',-!"#&u ,-'u#" -"/u&$&". D"$-"#" $#"&$ "&" $-"#u) un #n#",& #),"@"&" "@$)!n$& ",$-$& ub &!&u '" ;E7$u$-"$ !n7"&!!"!<.

13.4.? E)a("area i-#ac"("i

>n ,u $0 '" #&u-!" ! b"n"#!!" '"?$ )"n!n$&" ,"n&-u "#$-" ,!un" "&"n"#"$- 0 "@,-0) +n #$/u '" $$#"-! -!#" !),$#& #$-" $- ,u&"$ $,0-"$ +n-$n!/$!". Un"" '!n&-" $#"&" !),$#&u-! ,& $7"$ #&u-! $&$$&" $#"&-$ '$-

$&"" ,& 0 nu $!b0 $#"& u#-u = "" ,& u#-u-! #$-" " +n&8),0 #$ -"/u&$& $$',&0-!! #u-uu! ,-,u $ $#!un!!. E@")," '" $&" '" !),$#&u-! !n#u'9

• 5r"c"ra $r7aniza$ric/; ,$&" n"#"$-0 -"-$n!/$-"$ un#!!- $u'",$-&$)"n&"- ,"n&-u $ "@,-$ n!" #!-#u)&$n" +n )' #-"#& '""@"),u #-"$-"$ unu! !nu- ,un#& '" #n&$#& ,"n&-u #!"n! $u -u-! $","-n$uu! )$! "n"-$" +n # '" #"" ,"#!$!/$&". A#"$&$ 7$ ,u&"$ '"-$n?$n& ,"n&-u ,"-n$ ! )$n$"-!! !),!#$! ! un ,$n &-"bu!" 0 " 0#u&,"n&-u $ -"$!/$ $#"$&0 #*!)b$-" '" &-u#&u-0.

• Re(a+ii(e inerde#ara-ena(e; !)!$- -"$!!" '!n&-" '",$-&$)"n&" ",& #*!)b$ ! ,$&" n"#"!&$&" ,"n&-u !n&-'u#"-"$ $#-'u-!- +n $#"&"n ,-!n #$-" 0 " -"'"n"$#0 -"$!!".

• Pracici(e de ("cr"; n! ,-#"" ! !&")" !n"7!&$b! #n'u# $ #*!)b0-! +n,-$#&!#$ '" u#-u ! $#"&"$ &-"bu!" 0 " !n&-'u" $&"n& ! "n!b!.

• 5i("( de c$nd"cere; un"-! &!u ," #$-" )$n$"-!! + $',&0 &-"bu!" 0 "#*!)b". D" "@"),u '$#0 " +n0&u-0 $nu)!&" n!7"" '!n -$n!/$!" ! " '0)$n$"-!- '" $ n!7"u '" b$/0 )$! )u&0 $&"n!" +n $ u#-$ #u #!"n!!$&un#! -u-!" - )$n$"-!$" " 7- #*!)b$ +n )' #-",un/0&-.

• Politica de recrutare: -$n!/$!$ ,$&" $7"$ n"7!" 0 -"#-u&"/" '!"-!&"&!,u-! '" $)"n! ! #0u&$ '!"-!&" #$!#0-!.

• Crierii de a#reciere 6i #r$-$)are; ,$&" "&" n"#"$- 0 #*!)b0)!n&"" ! &!)u"n&"" ,"n&-u $I +n#u-$?$ 0 $!b0 '!"-!&" #),-&$)"n&" ='" "@"),u 0 " )$! )u& -!"n&$&" #0&-" ,-b")"" #!"n!-.

• Re(a+ii(e c" f"rniz$rii; $#"$&$ &-"bu!" 0 " -"'"n!&". D" "@"),u"-7!#!!" IT "@&"-n$!/$&" 7- '"#u-" )u& )$! b!n" #u -"$!" #!"n&Ju-n!/-#,"-$&!7" '"#8& #u $,$-!!$ un- !&u$!! '" $'7"-!&$&" #$-" "@!&0 '"&u'" '".

O-!un'" $,$- $&" '" !),$#&u-! #$/u '" $$#"-! "&" n"#"$- 0 " "@,!#!&"/". T-"bu!" '" $")"n"$ 0 " $-&" #$- ,"n&-u '"#!'"n! #0 #*!)b$-"$ 7$ &-"bu! 0" 0#u&0 ,"n&-u $ "@,$&$ ,-&un!&0!" '!,n!b!" #8& )$! #),"& ! #&u-!"$#"&- #*!)b0-! 7- $,0-"$ !n"7!&$b!.

7/18/2019 Curs 13


13.4.@ E)a("area ri%c"("i

Nici $ %ci-!are n" a#are f/r/ ri%c ! "&" n"-"$!& 0 8n'!) $&". Un #$/ '"$$#"-! "&" $-&" ,u&"-n!# '$#0 " ,$&" 0 $-$&" #0 -!#u ,&"n!$ $ &!'"n&!#$& ! #0 un& '!,n!b!" #n&-$)0u-! #-",un/0&$-". Un -"!&-u $-!#u-!- #),"& ! #),-"*"n!7 (un"-! '"nu)!& ! ri% ($7% nu "&" ,-b$b!

n"#"$- $ "#$-" "&$,0 = $#"&$ $- &-"bu! #-"$& $&un#! #8n' #*!)b$-"$ $u,-!"#&u '" '"/7&$-" +n#"," ,-,-!u/! = '$- -!#u-!" ,-!n#!,$" &-"bu!" 0 "!'"n&!#$&". P"n&-u "#$-" -!# u-)0&$-"" "")"n&" $- &-"bu! )"n!n$&"9

• De%crierea; #$u/$ -!#uu! &-"bu!" 0 " '"#-!0 +),-"un0 #u !),$#&u$#"&u!$ '" "@"),u ; In#"-&!&u'!n"$ ,-!7!n' 7!!&-u #n'u#" $ '")!!$,"-n$uu! #*"!" 08n' -$$n!/$!$ #u !,0 '" ,"-n$ #u "@,"-!"n0<.

• E)a("area i-#ac"("i; $#"$&$ &-"bu!" 0 "7$u"/" #$$ '$un"- ," #$-"-$n!/$!$ "$- u"-! '$#0 "7"n!)"n&u $'7"- $,$-". D$#0 )0u-!"#$n&!&$&!7" ,& u&!!/$&" $#"$&$ "&" )u& )$! b!n": $&" #$0 #u7$-!" ;-"'u< ;)'"-$&< $u ;)$-"< 7$ u#!"n&0.

• Pr$!a!i(iaea; #8& '" ,-b$b! "&" #$ $#"& -!# 0 $,$-0K D!n nu

,-b$b!!&0!" ,-"#!" ,& #$#u$&" '$- "&" ,-b$b! )$! b!n" #$ 0u&!!/0) #$$ ;-"'u< ;)"'!u< $u ;+n$&<.

• C$nra-/%"ri; $#"&"$ " -""-0 $ un u#-u !),-&$n& ,-b")$ !n' #" ",$&" $#" $&" +n#8& 0 " -"'u#0 ,-b$b!!&$&"$ '" $,$-!!" $"7"n!)"n&uu! $u -"'u#"-"$ !),$#&uu! $#"&u!$ '$#0 " $,$-". Pu&") '"$")"n"$ 0 +n#"-#0) 0 &-$n"-0) !),$#&u -!#uu! #0&-" $&#!n"7$ '""@"),u 0 u&!!/0) #!"&$&" '" $!u-$-".

• Pr$#rieaea; ,"n&-u "#$-" -!# "&" n"#"$- 0 '"#!'") #!n" 7$ #" )$!b!n" ,$$& ,"n&-u $ u$ #n&-$)0u-!. A#"&$ ,$&" !n#u'" #"-!n$ #$)$n$"-!! "n!-! '!n -$n!/$!" 0! $u)" -",n$b!!&$&"$.

• D$#0 -"/u&0 #0 un& )$! )u&" -!#u-! $#!$&" #u ,-,un"-"$ $&un#! "&"

!'"" bun0 0 " '#u)"n&0) '$- ," #"" )$! !),-&$n&" = $#""$ #$-" ,&,-! ,-!"#&u $u '!&-u" -$!un"$ $$#"-!! = +n #-,u #$/uu! '" $$#"-! ! 0" ,un") ," #""$&" +n&- $n"@0.

• 13.4.B Rec$-and/ri• >n 8-!& "&" n"#"$- 0 -"/u)0) #$/u '" $$#"-! ! 0 $#") #8& )$! #$-0

)&!7$!$ ,"n&-u '"#!/!$ ," #$-" )$n$"-!! "n!-! 7- $',&$. D$#0 #$/u'" $$#"-! "&" -"$!/$& #$ un ,-!"#& '" un $nu)!& " $&un#! !&0 '" #"")$! !),-&$n&" $-#!n! ! !n&"-7$" '" &!), ,"n&-u -"$!/$-"$ $#"&-$ "&"u&!0 ,"n&-u '"#!'"n!. A#"$&$ "&" #" )$! b!n" "@,-!)$& ub -)$ unu!-$!# G$n&& #u) " $-$&0 +n u-$ 13..

• 13.4. Ane>e 6i inf$r-a+ia %"#$r•

A# un'" inf$r-a+ie dea(ia/ "&" n"#"$- 0 " !n#u0 +n #$/u '"$$#"-! #" )$! b!n" "&" 0 " ,u0 +n&- $n"@0. A#"$&$ ",$-0 ,un#&"",-!n#!,$" #$-" un& !n#u" +n #-,u ,-!n#!,$ $ #$/uu! '" $$#"-! '" '"&$!!"u,-&. D$#0 %ai%ica %"#$r &-"bu!" 0 " "-!&0 "$ 7$ '" $")"n"$!n#u0 +n $n"@0 ,$&" +),-"un0 #u -$#" -"/u)$&!7" $u *0-! +n ,$-&"$,-!n#!,$0. C$#u"" '"&$!$&" #&Jb"n"#!u ,& '" $")"n"$ !n#u" +n$n"@".

• 13.9 PREZENTAREA UNUI CAZ DE AFACERI

7/18/2019 Curs 13


• E@!&0 'u0 )'$!&0! '" b$/0 +n #$-" #$/u '" $$#"-! ,$&" ,-"/"n&$& !$'""-! "&" n"7!" '" $)8n'u0. E ,$&" 0 $,$-0 #$ un d$c"-en %cri%! #$ #rezenare fa+/ 8n fa+/. >n $)b"" #$/u-! )'u +n #$-" #$/u '"$$#"-! "&" ,-"/"n&$& ,$&" $7"$ $'""-! un !),$#& )$?- $u,-$ $##",&0-!!u! $u nu. E@!&0 un"" -"u! !)," #$-" " $,!#0 +n $)b"" !&u$!!9

•

D!n #!n" "&" -)$&0 $u'!"n$9 #!&!&-!! -$,$-&"- ! $!&"n!! '" $,-"/"n&$-" $u 7$-!"&$&" '" !n&"-"" ! $&!&u'!n!. Un!! ,-""-0 0 $!b0 &$&"'"&$!!" !$- $!! ,-""-0 un -"/u)$&. C8& )$! )u& ,!b! " +n#"$-#0 0 "#)un!#" -"/u&$&u n$ fac$ri($r decizi$na(i din ra#$r %a" #rezenare(&$"*'"-!! #$-" $,$- +n #$,!&u 6%.

• Fi+i câ -ai c$nci%i; &-"bu!" u&!!/$&" )!?$#" '" 7!/u$!/$-" '" &!,u !'"u-!- ,"n&-u $ ,u&"$ ,-"/"n&$ #8& )$! ," #u-& !'"!" ,-!n#!,$" '!n "@,un"-".D"! un"-! #$/u '" $$#"-! "&" un '#u)"n& un " &-"bu!" "@,u #8& )$!#u-&.

• Ia 8n c$n%iderare %r"c"ra; &-"bu!" &$b!!&0 &-u#&u-$ '" b$/0 ,"n&-u#-!"-"$ #$/uu! '" $$#"-!. P"n&-u ,-"/"n&$-" "&" $-&" !),-&$n& 0 "-","#&" u-)0&$-"" -"u!9 P-"/!n&0 #""$ #" 7- #"! '!n $u'!"n&0 0 $u'0: P-"/!n&0" ""n!$u "7!&8n' $)0nun&"" ! '!7$$&!!": P-"/!n&0 c$nc("zia in -$d ($7ic: +n#",8n' #u !&u$!$ #u-"n&0 !

#n'u#8n' $ '"#!/!$ #$-" &-"bu!" u$&0.• Ia 8n c$n%iderare a#aren+e(e; '!n nu &-"bu!" 0 " u&!!/"/" !'"u-! #8&

)$! u"&!7" !)$!n! ! '!$-$)" +n # '" &$b"" ! &-"bu!" 0 " u&!!/"/"#u-! #8& )$! u"&!7".

• 13.? ANAEENTUL 5I REALIZAREA 0ENEFICIILOR• >n u&!)!! $n! -$n!/$!!" $u '"7"n!& !n&"-"$&" '!n #" +n #" )$! )u& '"

-ana7e-en"( !enecii($r 6i rea(iz/ri($r #$-" ,$&" -"/u)$& #$-"$!/$-"$ '" ,-!"#&" #$-" un& #$,$b!" 0 "-" b"n"#!!" ,-"/!" ! 'u,0

#" ,-!"#&u $ & !),")"n&$& 0 ,"-)!&0 7"-!#$-"$ ,--"uu! +n$&!n"-"$ b"n"#!!- ! u$-"$ -!#0-"! $#!un! #$-" n"#"!&0 u!n"-"$!7-0-!- $#"&-$. M"&'$ '" b$/0 "&" $-0&$&0 +n u-$ 13..

• F!u-" 13. B"n"& -"$!$&!n $,,-$#*• C8n' un #$/ '" $$#"-! "&" #n&-u!& un"" '!n&-" b"n"#!! un& ,-"/"n&$&"

#$ ! #u) $- )0u-$&". P"n&-u un"" b"n"#!! &$n!b!" $#"& u#-u nu "&",-"$ '!#!9 '" "@"),u " $7") "#n)!!" '" #&u-! $&",&$&" " nu.

T&u! #*!$- '$#0 un& $nu)!&" ,-b")" #u) $- ,-b")$ $n$!/"! ""#&"-$#"&u! ,-!"#& $0 '" $&" ,-!"#&" #$-" ,& 0 $!b0 ""#&" +n $#"$! &!),. S$u#u) n" $?u&0) $ #*!)b0-!" )"'!uu! "@&"-n '" "@"),u #-"&"-" $u '"#-"&"-" "n"-$0 $ 78n/0-!-K P"n&-u b"n"#!!" !n&$b!" b&$#"" un&

#*!$- )$! )$-!9 #u) ,u&") 0 )0u-0) #*!)b$-" +n )-$u ,"-n$uu! '""@"),uK O-!#$-" $ '!#u&0!" &&u! un"" u#-u-! "&" n"#"$- 0 "!n&-'u" ub -)0 '" )0u-0&-!. A#"$&$ ,$&" !n#u'" u,-$7"*"-"$!&u$!"! +n$!n&" #$ #*!)b$-"$ 0 $!b0 # $&" #$ !&u$!$ 'u,0 #*!)b$-" 0,$&0 #),$-$&0 #u $#"$&$.B"n"#!!" nu 7- $,0-"$ "" +n"" !),u #$ un -"/u&$& $ $,!#0-!! ,-!"#&uu!'" #*!)b$-". Un'" un ,-!"#& $-" #),n"n&" &"*n!#" )$-! = #u) un& #""#$-" !n#u' u&!!/$-"$ IT = "&" &"n'!n0 n$&u-$0 ,"n&-u ,$n!#$-" 0 "

7/18/2019 Curs 13


#n#"n&-"/" +n ,-!n#!,$ $u #*!$- "@#u!7 ," "")"n&" &"*n!#": #*!)b0-!" '!n$$#"-! #$-" un& n"#"$-" 0 "#u-!/"/" b"n"#!!" &-"bu!" '" $")"n"$ 0 ",$n!#$&". T-"bu!" $,-"#!$& &&u! #0 $&" '" ,$n!#$-" nu "&" +n "n"-$-",n$b!!&$&"$ )$n$"-uu! '" ,-!"#& $ #0-u! $&"n!" "&" #n#"n&-$&0 ,"$,"#&" &"*n!#": )$! )u& "&" -",n$b!!&$&"$ ,n-uu! '" ,-!"#& #$-",$&" b!$ un )$n$"- $ #*!)b0-!! $$#"-!! 0 "$b-"/" un ,$n '" u#-u'"&$!$&.

P$n!#$-"$ ,$!- n"#"$-! ,"n&-u "#u-!/$-"$ b"n"#!!- $$#"-!- ,$&" u$-)$ #n&-u#!"! un"! *0-! $ b"n"#!!- #u) " $-$&0 +n F!u-$ 13..

O ar/ a !enecii($r "&" #-"$&0 '" $ '-"$,&$ $ &8n$ +n#",8n' #u b!"#&!7""'" $$#"-! "n"-$" ," #$-" ,-!"#&u '" #*!)b$-" "&" '"&!n$& 0 " $&!n0. V))"-" $,! +n$,! $ )u!)"$ '" b"n"#!! #$-" 7- #n&-!bu! $ $#"&" b!"#&!7".A,! 7) #n!'"-$ #" #*!)b0-! $" $$#"-!! 7- n"#"$-" ,"n&-u $ "#u-!/$$#"&" b"n"#!! ! +n n$ 7) !'"n&!#$ #*!)b0-!" n"#"$-" #$-" 7- #n'u#" $#*!)b0-!" +n $$#"-".

C$ un "@"),u +n u-$ 13. #" ,u!n un u@ '" #*!)b0-! $" $$#"-!! -",-"/!n&0$,"#&" &"*n!#" $" ,-!"#&uu! '$- $&" u@u-! " -""-0 $ #*!)b0-! #$-" nu $u"0&u-0 #u IT #$-" 7- n"#"$-" '$#0 b"n"#!!" "n"-$" ! b!"#&!7"" un&$&!n". T-"bu!" 0 b"-70) #0 0"!" '" $ b!"#&!7"" !n!!$" #0&-" b"n"#!! ('"$ '-"$,&$ $ &8n$% !n'!#0 '","n'"n"" +n &!), #" $&" 0"! )"- '" $ &8n$#0&-" '-"$,&$ ,"n&-u $ !n'!#$ "#7"n$ '" #*!)b0-! $" $$#"-!! ! b"n"#!! $"$$#"-!!.A7$n&$?u #n&-u!-!! un"! *0-! $ b"n"#!!- #$ #"$ '!n u-$ 13. "&" #0 "$ n"b!0 0 #n!'"-0) +n&-"u ,-#" nu '$- #""$ #" "&" "$& '" '"/7&$-"$!&")"- IT #$-" un& n"#"$-" ,"n&-u $&!n"-"$ b"n"#!!- ,-!"#&uu! '"#*!)b$-" $ $$#"-!!. E$ $?u&0 '" $")"n"$ $ !'"n&!#$-"$ #"- #$-" $u-",n$b!!&$&"$ ,"n&-u "#$-" u@. Fu@u &"*n!# "$& '" '"/7&$-"$ "b!&"uu! '" "@"),u "&" "7!'"n& -",n$b!!&$&"$ )$n$"-uu! '" ,-!"#& +n &!), #"u@u "$& '" +)bun0&0!-"$ !)$!n!! ,-!n ,-"0 "&" -",n$b!!&$&"$ un#!"! '"PR $u '$#0 -$n!/$!$ nu $-" $$ #"7$ $ '",$-&$)"n&uu! '" )$-"&!n.>n&-#8n'un" $#u) $ u-$ 13. b"-70) #0 0"$&0 '" $ #-!&"-!!" '""7$u$-" )"-" +n$,! #0&-" ,-!"#&u '" #*!)b$-" +nu!. A#"$&$ $-$&0n"#"!&$&"$ '" $ +n#"-#$ ! #n'u#" ,-!"#&u +n $$ " +n#8& 0 " )$@!)!/$&0,"-$n$ '" $ b!n" b"n"#!!" u-)0-!&". D" "@"),u ,"-)!8n' )u!)" '"#*!)b0-! ,$&" #n'u#" $ #&u-! )$-! $" ,-!"#&uu! ! '"#! $ "@&!n'"-"$,"-!$'"! '" &!), ,"n&-u b!n"-"$ b"n"#!!- ! #*!$- $ $nu$-"$ &u&u--#8&!u-!- #" $- b!n".P-#""" )$n$"-!$" un& n"#"$-" ,"n&-u $ $!u-$ #0 b"n"#!!" un& -"70/u&"

+n 'u0 #!-#u)&$n"9• Re)iz"iri #r$7ra-ae9 $ "#$-" '!n&-" #"" 'u0 ;P-! '"#!/!n$"<

$-0&$&" +n u-$ 13.1 $ +n#",u&u $#"&u! #$,!& b"n"#!!" $&",&$&" &-"bu!"0 -)"/" ,$-&" !),-&$n&0 $ -"7!/u!-!!. L$ "#$-" "&$,0 #n!'"-$!!$&"n&" &-"bu!" 0#u&" ,"n&-u $ 7"'"$ '$#0 b"n"#!!" $&",&$&" un& +n#0'!,n!b!" ! '$#0 "" un& u#!"n&" ,"n&-u $ #),"n$ '" "@"),u#-"&"-"$ $&",&$&0 $ ,-!"#&uu!. >n u)!n$ $#"&"! -"7!/u!-! ,$&" n"#"$-

7/18/2019 Curs 13


0 " -"'"n"$#0 #,u ,-!"#&uu! ,"n&-u $ +)bun0&0! ,"-,"#&!7"""#u-!/0-!! b"n"#!!- )$@!)".

• Re)izi"ri ne#(anicae9 $#"&"$ &-"bu!" 0 " '"#$n$&" -! '" #8&" -! un"7"n!)"n& ")n!#$&!7 $,0-u& $- ,u&"$ 0 $"#&"/" b"n"#!!" $&",&$&".S#*!)b0-!" ,-,u" un& un "@"),u "7!'"n& ,"n&-u $#"$&$ '"$-"#" ""

,& #$u/$ #$ ,-!"#&u 0 #&" )$! )u& 0 n"#"!&" ,"-!$'0 )$! un0 '"&!), ! &$&" $#"&"$ 0 $"#&"/" b"n"#!!" u-)0-!&".• C$/u '" $$#"-! &-"bu!" re)iz"i frec)en +n #u-u "$b-0-!! ,-!"#&uu!

,"n&-u $ 7"-!#$ '$#0 b"n"#!!" ,-"70/u&" ,& +n#0 $&!n" ! ,"n&-u $!'"n&!#$ -!#" #*!)b$-" n"#"$-0 $ ,-!"#&uu! ,"n&-u $ ,"-)!&" #$ $#""b"n"#!! 0 " !7-$&".

P-!n#!,$$ "7$u$-" &&u! $-" # 'u,0 #" ,-!"#&u $ & &"-)!n$&. T-"bu!" "-!&""&!)0-! $" &!),uu! n"#"$- ,"n&-u #$ b"n"#!!" $&",&$&" 0 $,$-0.D",!n/8n' '" &!,u $u #$$ ,-!"#&uu! ,& 0 " n"#"$-" un! $u #*!$- $n! 'u,0#" " &"-)!n0 ,-!"#&u ,"n&-u #$ 0 $,$-0 b"n"#!!". E7$u$-"$ 7$ $&un#!-!"n&$&0 #0&-" $n$!/$ ,--"uu! +n $&!n"-"$ b"n"#!!- ! &$b!!-"$ -!#0--$#!un! n"#"$-" ,"n&-u $ ,"-)!&" $&!n"-"$ b"n"#!!-.>n n$ un ra#$r de rea(izare a !enecii($r #$-" ,-"/!n&0 #$- ! ,-"#! '$#0b"n"#!!" ,-"70/u&" $u & $u nu $&!n" 7$ "$b-$&. A#"& -$,-& $-" ,$&-u'"&!n$!! !),-&$n&"9

• D" #" !enecii(e e%i-ae n" a" f$% ain%e ! #" )0u-! $'!!n$" "!),un ,"n&-u $ +n#"-#$ 0 " b!n") &&u!. D" "@"),u '$#0 u&!!/$&-!!$$#"-!! nu b!n $7$n&$?"" #),"&" '" $ nu !&") " ,$&" #n!'"-$ #0"&" n"#"$-0 !n&-u!-" $'!!n$0 $ $#"&-$.

• S" ,$&" -"$!u-$ '"#!'"n!! u,"-!-! ! +n&-"$$ -$n!/$!" #0 i-#"(:ef$r"( 6i c$%"( #r$iec"("i a" f$% "%icae.

• P$&" 0 #n&!&u!" un in#" #enr" )ii$are(e caz"ri de afaceri !7!!&$-"" ,-!"#&" ,"n&-u $ " $#" )$! '" u##".

• P$&" 0 ,"-)!&0 -$n!/$!"! +n &!), %/ a(ea7/ -ai !ine ce #r$iece )$r e(a!$rae +n #n&!nu$-".

curs 13

Documents