{"id":114898,"date":"2014-12-02T12:09:40","date_gmt":"2014-12-02T12:09:40","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=114898"},"modified":"2014-12-02T12:09:40","modified_gmt":"2014-12-02T12:09:40","slug":"sa-concuram-responsabil","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=114898","title":{"rendered":"S\u0103 concur\u0103m… Responsabil!"},"content":{"rendered":"

\nAlex Vl\u0103du\u0163oiu <\/strong>(<\/strong>managing director, Alfred Net)<\/strong><\/p>\n

\n

\nCa s\u0103 dau o defini\u0163ie simpl\u0103, concuren\u0163a \u00eenseamn\u0103 a pune \u00een centrul aten\u0163iei necesit\u0103\u0163ile clien\u0163ilor, prin furnizarea unor servicii \u015fi produse de \u00eenalt\u0103 calitate, eficiente, care s\u0103 r\u0103spund\u0103 criteriilor celor cu standarde \u00eenalte. De asemenea, \u00eentr-un cadru legislativ potrivit, competitivitatea trebuie s\u0103 asigure egalitate \u015fi echitabilitate tuturor companiilor.<\/p>\n

\nTeoretic, \u015ftim c\u0103 \u00eentr-o pia\u0163\u0103 competitiv\u0103 produc\u0103torii sau furnizorii concureaz\u0103 \u00eentre ei pentru a satisface necesit\u0103\u0163ile \u015fi dorin\u0163ele unui num\u0103r mare de consumatori; \u00eentr-o pia\u0163\u0103 concuren\u0163ial\u0103 real\u0103 nu va exista niciodat\u0103 un singur produc\u0103tor sau un grup care s\u0103 livreze unui singur client sau grup de clien\u0163i \u015fi care s\u0103 dicteze modul \u00een care func\u0163ioneaz\u0103 pia\u0163a. Asta nici de departe nu ne dorim. Deci… vrem monopol sau s\u0103 dezvolt\u0103m \u015fi s\u0103 form\u0103m tendin\u0163e durabile?
\nChiar dac\u0103 e\u015fti mic, asta nu \u00eenseamn\u0103 c\u0103 din start ai un minus, comparativ cu \u201emai marii pie\u0163ei\u201c, ci c\u0103 po\u0163i s\u0103 revolu\u0163ionezi chiar \u015fi printr-un singur produs sau un singur concept.<\/p>\n

\nO pozi\u0163ie competitiv\u0103 \u00eenseamn\u0103 modul \u00een care \u00ee\u0163i vei diferen\u0163ia oferta ta \u015fi vei aduce valoare ad\u0103ugat\u0103 segmentului de pia\u0163\u0103 unde \u00ee\u0163i desf\u0103\u015fori activitatea. Este vorba de a \u201ecizela\u201c segmentul de pia\u0163\u0103, prin lansarea unui nou produs sau serviciu calitativ, \u015fi a c\u00e2\u015ftiga aten\u0163ia \u201epublicului\u201c prin activit\u0103\u0163ile pe care \u0163i le impui \u00een pia\u0163\u0103 ca brand.<\/p>\n

\n\u00cen momentul \u00een care \u00eentreg segmentul de pia\u0163\u0103 \u201esesizeaz\u0103\u201c \u00een mod real c\u00e2t este de diferit\u0103 oferta ta, creezi concuren\u0163\u0103 \u015fi \u00een acela\u015fi timp este u\u015for s\u0103 influen\u0163ezi \u015fi s\u0103 impui alte tendin\u0163e, s\u0103 formezi un mediu concuren\u0163ial dar s\u0103 \u015fi c\u00e2\u015ftigi notorietatea brandului sau a produsului promovat. Dac\u0103 nu ajungi s\u0103 te diferen\u0163iezi, nu po\u0163i s\u0103 te integrezi \u00een trend \u015fi vei avea nevoie de mai multe resurse financiare \u015fi timp pentru a-\u0163i captiva targetul, iar ca rezultat multe companii sf\u00e2r\u015fesc prin a face concuren\u0163\u0103 doar la nivelul costurilor, o pozi\u0163ie u\u015for de impus, dar greu de sus\u0163inut pe termen lung. A fi mai ieftin dec\u00e2t competitorul nu este o arm\u0103 a cuceririi pie\u0163ei. A \u00eencerca s\u0103 fii competitiv prin costuri sau pre\u0163 este o curs\u0103 inferioar\u0103 a competitivit\u0103\u0163ii \u015fi, evident, nu vei rezista unui trend format de al\u0163ii.<\/p>\n

\nCu toate astea, cred \u00eentr-o societate care are capacitatea de a educa \u00een primul r\u00e2nd prin concuren\u0163\u0103 \u015fi de a se reinventa. \u00cens\u0103 \u00een orice domeniu \u00een care fenomenul acesta \u00ee\u015fi face sim\u0163it\u0103 prezen\u0163a, vorbesc despre educare sau educa\u0163ie; \u00een \u0163ara noastr\u0103, rom\u00e2nul are tendin\u0163a de a omor\u00ee mi\u015fele\u015fte esen\u0163a constructiv\u0103 a rivalit\u0103\u0163ii. Ca s\u0103 dau un exemplu u\u015for de \u00een\u0163eles, a\u015f descrie un scenariu, nu foarte roz, din sistemul educativ, care \u00eenc\u0103 persist\u0103. Copiii sunt at\u00e2t de mult antrena\u0163i \u2013 de-a lungul anilor \u2013 s\u0103 concureze \u00eentre ei, \u00eenc\u00e2t ajung s\u0103 fie capabili s\u0103 manifeste aversiune fa\u0163\u0103 de orice coleg. Nu conteaz\u0103 cum ob\u0163ii nota 10, important este s\u0103 te men\u0163ii \u201e\u00een top\u201c. \u00cen alte condi\u0163ii, cel mic de l\u00e2ng\u0103 tine nici nu exist\u0103.<\/p>\n

\nEi bine, acela\u015fi lucru se \u00eent\u00e2mpl\u0103 \u015fi la nivel macro, \u00een varii industrii, pe diferite proiecte. Aici concuren\u0163a este dictat\u0103 de client sau investitor. \u015ei uneori de brand. Dac\u0103 identitatea ta de brand este foarte bine definit\u0103 at\u00e2t \u00een pia\u0163a \u00een care activezi, c\u00e2t \u015fi \u00een mintea poten\u0163ialilor clien\u0163i, este foarte u\u015for s\u0103 creezi concuren\u0163a \u015fi s\u0103 te men\u0163ii \u00een top. Ceilal\u0163i nu vor avea nicio putere (indiferent de cuno\u015ftin\u0163ele pe care le au) pentru a rivaliza cu tine. Desigur, nu m\u0103 refer la companii care \u015fi-au dublat cifra de afaceri \u00een 2 ani, ele fiind active pe pia\u0163\u0103 de cel pu\u0163in 7 ani. Aici vorbim despre un altfel de monopol.<\/p>\n

\nUndeva \u00eenainte de 2007 pierdusem un proiect de c\u00e2teva sute de mii de euro din cauza unui brand solid, bine a\u015fezat pe pia\u0163\u0103, cu mult PR \u015fi cu identitate consolidat\u0103, care a intervenit pe proiect \u00een urma unei \u201erela\u0163ii\u201c. Ca s\u0103 fiu mai clar, a\u015f vrea s\u0103 precizez faptul c\u0103 know-how-ul \u015fi profesionalismul conteaz\u0103 destul de pu\u0163in \u00een astfel de situa\u0163ii. Recomandarea competen\u0163ei de a finaliza un proiect complex nu este dictat\u0103 tot timpul de CV-ul companiei, ci de \u201erela\u0163iile\u201c pe care \u0163i le construie\u015fti sau \u201edirectivele\u201c pe care e\u015fti dispus s\u0103 le prime\u015fti \u015fi ulterior s\u0103 le accep\u0163i. Nu spun c\u0103 procesul acesta de \u201erecrutare\u201c a propriilor clien\u0163i sau colaboratori este imoral, doar c\u0103 nu asta trebuie s\u0103 fie baza unei industrii, ci competen\u0163a, adic\u0103 acele capabilit\u0103\u0163i de a construi un business durabil, printr-o concuren\u0163\u0103 s\u0103n\u0103toas\u0103.<\/p>\n

\nAcum ceva timp, aceast\u0103 situa\u0163ie se putea reg\u0103si \u015fi \u00een Germania; nu zic c\u0103 \u00eenc\u0103 nu mai exist\u0103, \u00eens\u0103 nu at\u00e2t de pregnant. \u00cen schimb, \u00een Rom\u00e2nia ucidem concuren\u0163a real\u0103 tocmai prin aceste rela\u0163ii \u015fi recomand\u0103ri care nu tot timpul servesc calitate. \u015ei aici nu vorbim numai despre un client. Putem vorbi despre o societate \u00eentreag\u0103 care se poate molipsi de defecte \u015fi neajunsuri, erori care ni s-ar putea p\u0103rea normale, la un moment dat.
\nC\u00e2nd o s\u0103 con\u015ftientiz\u0103m c\u0103 nu tot ce str\u0103luce\u015fte e aur, atunci vom putea concura \u201eresponsabil\u201c.
\n <\/p>\n","protected":false},"excerpt":{"rendered":"

Dac\u0103 \u00een ultima decad\u0103 UE anun\u0163a, prin proiectele legislative, importan\u0163a concuren\u0163ei \u00een toate domeniile,
\nmai nou autorit\u0103\u0163ile europene mar\u015feaz\u0103 intens pentru implementarea cadrului legislativ ce \u00eencurajeaz\u0103 concuren\u0163a \u00een orice domeniu.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[529],"tags":[16199,10313,6351,33078,303,60,38874,80,20020,528],"class_list":["post-114898","post","type-post","status-publish","format-standard","hentry","category-opinii","tag-anunt","tag-autoritati","tag-concurenta","tag-domeniile","tag-important","tag-piata","tag-proiecte-legislative","tag-refuz","tag-responsabil","tag-uniunea-europeana"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/114898","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=114898"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/114898\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=114898"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=114898"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=114898"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}