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CAZUL IV: HIGHLANDER HIGH

SCHIMBARE PRIN MARKETING


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capitalelor celor trei continente.

2 OXQJ  SHULRDG  GH WLPS FRPSDQLD +LJKODQGHU +LJK D WU LW vQWU R SLD

 vQ FUHWHUH

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RE LQXW  vQ JHQHUDO SULQ HFRQRPLVLUH L SULQ vPS U LUHD SLH HL vQWUH SULQFLSDOHOH FRPSDQLL

aeriene.
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primite.

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concentrndu-VHDVXSUDvPEXQ

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ale cu mult succes.

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XUPDUH SLHUGHD GLQ FRWD GH SLD

 (D D LQWUDW DVWIHO vQWU

-un cerc vicios. Apoi, multe lucruri s-au


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U ]ERDLHDOHSUH XULORUFHUHUHDV-DGLPLQXDWLDUFRQFXUHQ DvQVHFWRUXOWUDQVSRUWXULORUDHULHQHV-a
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SkQ DWXQ

ci.

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HYLGHQW F  R SLD

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SHUPDQHQW DFRWHL GH SLD

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GH LQXWHGDUQXSRDWHVXSUDYLH XLXQHLWHQGLQ HGHVF GHUH$DF ++WUHEXLHV

-LUHYLQ

UHSHGH

LV IDF HIRUWXULSHQWUXDGHYHQLFRPSDQLDDHULDQ FXFHOHPDLEXQHVHUYLFLLGLQOXPH

2. Obiectivele
LQWD ++ HUD V  VH DGDSWH]H SUHIHULQ HORU SLH HL $FHDVWD vQVHPQD FD HD V  GHYLQ 
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SO WHDVF FRVWXULOHFRPSDQLHLDQXOYLLWRUVXQWFOLHQ LLVDWLVI FX LGHD]L
$DFXPSUHHGLQWHOH++DVXEOLQLDW3XWHPDYHDRULFkWHDYLRDQHPLQXQDWHLWRWV
VXSUDYLH XLPGDF

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 nu
.

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SRWHQ LDO LV JHQHUH]HYHQLWSULQWU RRULHQWDUHF WUHSLD

n mod evident SHUVRQDOXO FHO PDL DSURSLDW GH SLD

 DUH WHQGLQ D GH D REVHUYD SULPXO

PRGLILF ULOH DFHVWHLD GDU ++ QX HUD vQ P VXU  V  UHFHS LRQH]H VHPQDOHOH GHVWXO GH UHSHGH 'H
DFHHDHDHUDRDUHFXPvQXUP vQFHHDFHSULYHWHDGDSWDUHDODQRXOPHGLXLQWHUQD LRQDO
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GLUHFW FX FOLHQ LL L FDUH GH LQHDX SkQ  OD  GLQ SHUVRQDOXO FRPSDQLHL 7U LQG GXS 
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VROLFLWDWHGHFOLHQ L
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mai frecvente contacte " &LQH SRDWH V

 LQL LH]H VHUYLFLL PDL EXQH L FLQH FXQRDWH FHO PDL ELQH

QHYRLOHSLH HL"2DPHQLLGLQOLQLDvQWkLI U vQGRLDO 


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care compania le-DUILRE LQXWSULQFRPDQGDUHDGHFHUFHW

ULGHSLD

$DF OD++WRDWHFHOHODOWH

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YDG vQOLQLDvQWkLSULPXOORUFOLHQW
$FHVWH FRQGL LL VROLFLWDX R UHRUJDQL]DUH FDUH V  SHUPLW  UHDOL]DUHD FRQWDFWXOXL PD[LP FX
SLD DLGHOHJDUHDF WUHOLQLDvQWkLDPD[LPHLUHVSRQVDELOLW

LLDXWRULW

L

'H IDSW QLFL R LQVWUXF LXQH VDX UHJOHPHQWDUH RULFDUH DU I HD QX SRDWH V  GLUHF LRQH]H

cele 60-150 milioane de contacte pe care HH le are anual cu pasagerii individuali pentru a
VDWLVIDFH FOLHQ LL (VWH QHYRLH GH R YL]LXQH FX WRWXO QRX  UHIHULWRDUH OD FRQFHQWUDUHD DVXSUD
FOLHQWXOXLDDFXPUHLHVHGLQILJXUDQU

Figura nr. 2
CONCEPTUL HIGHLANDER HIGH

Clientul este cel


mai important

Prestarea
produsului nostru

Personalul este
resursa cea mai
LPSRUWDQW

&

WUHRQRX

ILORVRILHDFRPSDQLHL

&RWLWXUD++WUHEXLH V ILH GLUHF LRQDW F WUHUHDOLWDWHDF RULFHOXFUXFDUHFRQWHD] vQWU

-o

companie prestatoare de servicii este satisfacerea clientului.


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LGHL GRPLQDQWH DOH VRFLHW

LL LQGXVWULDOH (D IXVHVH FUHDW  SHQWUX D VDWLVIDFH QHFHVLW

LOH vQ

FUHWHUH DOH SLH HL SULQ XWLOL]DUHD HILFLHQW  D UHVXUVHORU SURGXFWLYH DGLF  vQ SULQFLSDO JHVWLXQHD
LQYHVWL LLORUGHFDSLWDO SHQWUXDPHQ LQHLQVWDOD LLOHSURILWDELOH
0XOWH UHRUJDQL] UL DOH ILUPHORU HIHFWXDWH SkQ  DWXQFL HUDX FHQWUDWH SH SODQLILFDUHD
UHVXUVHORU SURGXFWLYH DVWIHO vQFkW V  ILH FUHDWH SURGXVH FDUH V  ILH DSRL RIHULWH SLH HL 0RWWR

-ul

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SURJUDPH UHIHULWRDUH OD JHVWLXQHD UHGXFHULL FRVWXULORU LDU PLVLXQHD YkQ] ULORU HUD GH D

comercializa ceea ce producea firma.


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VSHFLDOLWLL HUDX FUHD L SHQWUX RULFH VDUFLQ  LPDJLQDELO  2UJDQL]D LLOH IXQF LRQDOH WUHEXLDX V 
VXSUDYHJKH]H UHVXUVHOH GDU vQ VFKLPE vQFHUFDX V  SURWHMH]H LQYHVWL LLOH GHMD HIHFWXDWH ,DU
PDQXDOHOH HUDX GHMD SURGXVH GLQ DEXQGHQ

FXVFRSXO GH D  GHWHUPLQDILUPHOH V  SURGXF  LPDL

eficient.
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DQJDMD LORU$FHDVW RULHQWDUHHVWHVLQWHWL]DW vQILJXUDQU
$FHDVW  FRQYLQJHUH DVXSUD XQHL VLQJXUH GLUHF LL FRUHFWH DDFWLYLW

LLD IXQF LRQDW IRDUWH

ELQH R OXQJ  SHULRDG  GH WLPS 'DU SULYLQG GH MXU vPSUHMXU vQWU R OXPH LQFHUW  FX WHQGLQ H GH

JOREDOL]DUH FDUH QX PDL DVLJXU  XQ YHQLW VLJXU FRQGXFHUHD ++ L D GDW VHDPD F  WUHEXLH V 

vQFHDS  FX SLD D QX FX UHVXUVHOH 3ODQLILFDUHD L GH]YROWDUHD SURGXVXOXL FHUHD R LQYHUVDUH D
PRGXOXLGHDERUGDUHVWUDWHJLF 

Figura nr. 3
VECHEA HIGHLANDER HIGH

Cartel bazat pe

Problema este
de a zbura

H[SDQVLXQHDSLH HL

7HKQRORJLDGHSURGXF LH
6SHFLDOLWL

Control

Manuale

IXQF LRQDO

Zbor
excelent

Problema este
de a zbura

3H P VXU  FH YkQ] ULOH VF GHDX FRPSDQLD D vQFHSXW V  FDXWH R RULHQWDUH ED]DW  SH
GH]YROWDUHDSLH HLFDSULQFLSDO SURYRFDUH
$FHDVW QRX RULHQWDUHHVWHLOXVWUDW GHILJXUDQU

Figura nr. 4
NOUA HIGHLANDER HIGH
3LD DHVWHRSURYRFDUH

&HULQ HOHSLH HL

Resursele din linia nti

&RQFXUHQ D

Satisfacerea

([FHOHQ DSHSLD

FOLHQ LORU

Tehnologia de
produce ca suport
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RIHQVLY  vQGUHSWDW  VSUH VHJPHQWHOH GH SLD

 LQGLYLGXDOL]DWH Q DO GRLOHD UkQG FRPSDQLD D

HDORQDW UHVXUVHOH VDOH vQ IXQF LH GH QHYRLOH DFHVWRU SLH H FHHD FH D vQVHPQDW vQW ULUHD OLQLHL

nti.
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competitLYH DX GHYHQLW OLEHUH R FRPSDQLH SRDWH UHDOL]D SURILWDELOLWDWH QXPDL SULQ DGDSWDUH L
LQYHVWL LLDJUHVLYHvQVFRSXOVDWLVIDFHULLQHFHVLW
LORUFOLHQ LORUPDLELQHGHFkWFRQFXUHQ D.

+LJKODQGHU+LJKLQWU

vQFHUFXOYLUWXRV

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FRVWXULOH GHS HVF YHQLWXULOH 3HQWUX D LQYHUVD VLWXD LD HVWH QHFHVDU  ILH UHGXFHUHDFRVWXULORU ILH
VSRULUHDYHQLWXULORU+LJKODQGHU+LJKDGHFLVV IDF DPEHOHOXFUXULVLPXOWDQ

Acestea au rHSUH]HQWDW SULPHOH GRX


DFHDVW  SULYLQ

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FXYLQWHVLPSODUHGXFHUHDFRVWXULORUQXYDILVROX LDSHQWUXDVDWLVIDFHQHFHVLW

LOHFOLHQ LORU

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-a lucrat din greu

SHQWUXDDMXWDSHUVRQDOXOV vQ HOHDJ ODFHV VHDWHSWHGHSHXUPDQRLLVWUDWHJLLQWUHJXOSURFHV


DO VFKLPE ULL D IRVW VSULMLQLW SULQ LQIRUPD LL FODUH L VLPSOH EURXUL FDVHWH YLGHR GH]EDWHUL
SXEOLFD LL LQWHUQH HWF  UHIHULWRDUH OD GLUHF LD GH DF LXQH ,QIRUPD LLOH LQWURGXFWLYH DVXSUD QRLL

strategii a companiei au fost publicate ntr-REURXU

LQWLWXODW +DLV LHLPLV OXSW P

$FHDVW FRPXQLFDUHDSURGXVRFUHWHUHDPRWLYD LHLLDFHDVWDDIRVWvQW ULW SULQVHUYLFH

training.
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PDQDJHPHQWSHQWUXDVSRULDELOLWDWHDFRPSDQLHLGHDDF LRQDvQFRQFRUGDQ

FXQ

oua filosofie.
-

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abordare.
&RRUGRQDWHOHVFKLPE

ULLILORVRILHL

6WUXFWXUDRUJDQL]DWRULF

LPDQDJHPHQWXOVHUYLFLLORU

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LL F  YHQLWXO HVWH FUHDW SULQ RIHULUHD

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trecut-o cu vederea, vQvQFHUFDUHDORUGHHILFLHQWL]DUHDSURGXF LHL


Q FD]XO +LJKODQGHU +LJK D IRVW FUHDW  OLQLD DHULDQ  D RDPHQLORU GH DIDFHUL FDUH RIHU 
F O WRULORU vQLQWHUHV GH DIDFHUL XQ SURGXV FDUH OHVDWLVIDFH QHFHVLW

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Q SULYLQ D FRVWXULORU GHL FRPSDQLD V D FRQFHQWUDW L DVXSUD ORU HD D GHVFHQWUDOL]DW

 PDL GHJUDE
serviciului central. Iar conceptul de serviciu este cel mai important astfel.

LQL LDWLYD WUHFkQG R vQ VDUFLQD PDQDJHULORU PDL DSURSLD L GH SLD

 GHFkW

n a

&RVWXULOHVXQWVXSRUWDWHvQPDUHP VXU vQVLVWHPXOGHOLYUDUHDOVWUXFWXULLFRPSDQLHL


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vPEXQ W

-L

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vQ VROX LRQDUHD SUREOHPHORU FOLHQ LORU HVWH LQGLYLGXDO  QFRQVHFLQ

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ELURXULOHGLQVSDWHF WUHFHOHPDLDSURSLDWHGHFOLHQ LSDVDJHULSHQWUXDRIHULVHUYLFLLSHULIHULFH


vQUHJLVWUDUHYHULILFDUHDWHSWDUHFRQIRUWDWHQ LHHWF vQSULPDOLQLHDVLVWHPXOXL GHOLYUDUHL
DFHWLDDXIRVWSUHJ WL LSHQWUXQRLOHVDUFLQL
+LJKODQGHU +LJK HVWH RUJDQL]DW  DFXP vQ FRPSDUWL

mente relativ mici, orientate spre

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WHQGLQ DGHDvQWUHUXSHIOX[XULOHFRPXQLFD LRQDOHFHHDFHDUHGUHSWUH]XOWDWvQWkU]LHUHDGHFL]LLORU

vitale legate directGHFOLHQ LSDVDJHUL$FHVWH RS LXQLVHUHJ


n figura nr.5.

VHVFvQRUJDQLJUDPD++SUH]HQWDW 

Figura nr. 5

QW

ULUHDRUJDQL]

Companii
asociate

 Compania DUHFLUFDGHDQJDMD LL


102 avioane

Servicii de
afaceri
Tehnic

)LQDQ H

)LQDQ H

Divizii

Europa

1RW

2SHUD LL

Comercial

Control

Trafic

)LQDQ H

3UHHGLQWH

Personal

5HOD LLSXEOLFH

ORGANIGRAMA COMPANIEI HIGHLANDER

ULLRULHQWDWHVSUHSLD

Noua organizare a HHHVWHDGDSWDW

FHUHULLLVHED]HD] SHRODUJ GHOHJDUH(DSRDWHIL

Y ]XW FDRURDW vQFDUHFOLHQ LLSDVDJHULLUHSUH]LQW EXWXFXO


$FHVW WLS GH VWUXFWXU  vQFXUDMHD]  RULHQWDUHD VSUH FOLHQW L IOH[LELOLWDWHD (D GHVFKLGH
SRVLELOLW

L SHQWUX SHUVRQDO GH D VH GH]YROWD vQ PRG FRPSHWHQW UHSHGH L GH D L DVXPD

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pune accenWXOWRWRGDW

SHFRPXQLFDUHFRRSHUDUHLFRRUGRQDUH(DHVWHVSULMLQLW GHXQSURJUDP

IRDUWHDPEL LRVSHQWUXGH]YROWDUHDSHUVRQDOXOXLLPDQDJHPHQWXOXL

5.3. Atitudini transparente


2 WUDQVIRUPDUH PDMRU  FHUH VFKLPE UL VWUXFWXUDOH L FXOWXUDOH GUDVWLFH

Iar schimbarea
-cheie al

XQHL IRUPXOH FDUH QX PDL DVLJXU  VXFFHV DGkQF vQU G FLQDW  vQ PLQ LOH SHUVRQDOXOXL

FRPSDQLHLFHUHGHDVHPHQHDRDF LXQHHQHUJLF 3UREDELOvQDLQWHFDVFKLPE ULVHPQLILFDWLYHV 


SRDW  IL HIHFWXDWH HVWH LPSHULRV QHFHVDU V  VH GHPRQVWUH]H FRQYLQJ WRU F  IRUPXOHOH DQWHULRDUH

binecunoscute nu mai sunt valabile.

0RGXOvQFDUH++DVROX LRQDWDFHDVW FHULQ

LPSHUDWLY DFRQVWDWvQRIHULUHDXQRULQIRUPD LL

JHQHURDVH L WUDQVSDUHQWH vQ VFRSXO FUH ULL XQHL DWLWXGLQL QRL ID D GH FOLHQ L L FROHJL 'H H[HPSOX
FRQVHFLQ HOH RULHQW ULL VSUH SLD

 WUHEXLH FODU IRUPXODWH L FRPXQLFDWH 1RXD ILORVRILH D ++

FRQVILQ HWHIDSWXOF VFKLPEDUHDHVWHRFRQGL LHDVXSUDYLH XLULLLDVWIHODVLJXU VLJXUDQ

$DF 

HH s-a concentrat foarte mult asuSUDYL]LXQLLSRWULYLWF UHLDVLQJXUDFDOHGHVXSUDYLH XLUHHVWHQXPDL


printr-XQSURFHVFRQWLQXXGHVFKLPE ULvQUkQGXORDPHQLORULDORUJDQL]D LHL
'HDVHPHQHD FRPSDQLD++L-DDVXPDW UHVSRQVDELOLWDWHDGHDIXUQL]D LQIRUPD LLOHUDSLG
L GH OH VSULMLQL FX LQL LDWLYH FRQFUHWH &RQGXFHUHD FRPSDQLHL D GHFODUDW F  personalul nostru
HVWH FHD PDL LPSRUWDQW  UHVXUV  SH FDUH R WUDQVIRUP P vQ SROLWLFD QRDVWU  DVWIHO vQFkW fiecare
HVWHUHVSRQVDELOSHQWUXVDWLVIDFHUHDFOLHQ LORUL&DXW LQIRUPD LLOHGHFDUH ai nevoie astfel
vQFkWV - LSR LDVXPDSURSULDUHVSRQVDELOLWDWH.
2QRX

VXSUDYHJKHUHLRQRX

FRQGXFHUH

&RQFHQWUDUHD DD GH SXWHUQLF  DVXSUD DQJDMDWXOXL QHFHVLW  VXSUDYHJKHUH L FRQGXFHUH


SHQWUXDVSULMLQLSHFHLFDUHDVLJXU VHUYLFLLOHFOLHQ LORU(OHVROLFLW LFDSODQLILFDUHDSURGXVXOXL
FRPSDQLHL L SURGXVXO SURSULX ]LV V  ILH DVWIHO SXVH OD SXQFW vQFkW FRQWDFWXO vQWUH SHUVRQDO L

SDVDJHULV ILHIDYRUDELO
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PRPHQWXODGHY UXOXLDOFRPSDQLHL+LJKODQGHU+LJK
1RLRELHFWLYHLVWUDWHJLL

Pentru a sprijini individul n deciziile sale, filosofia HH incluGHVWDELOLUHDGHRELHFWLYHL


VWUDWHJLL FDUH VXQW DD GH XRU GH vQ HOHV vQFkW WRW SHUVRQDOXO SRDWH V  ILH XWLO vQ FRQFRUGDQ

 FX

FRPSHWHQ HOH ILHF UXLD &DGUXO VWDELOLW GH F WUH FRQGXFHUH WUHEXLH V  SHUPLW  GHSDUWDPHQWHORU
FRPSDQLHL V

-L VFKLPEH RSHUD LXQLOH SH ED]D FHUHULL SLH HL vQ ORF V

 U PkQ  UDFRUGDWH OD

VROLFLW ULOH LQWHUQH GHWDOLDWH $VWIHO vQ WLPSXO SURFHVXOXL VFKLPE ULL FRQGXFHUHD D DYXW vQ PLQWH
FHOSX LQXQRELHFWLYLDQXPH

&UHDUHD vQXUP
QHFHVLW

WRULL]HFHDQL DXQXLDVHPHQHDSURILWvQFkWFRPSDQLDV

LOHFHUXWHGHSXQHUHDODSXQFWDXQXLQRXDYLRQSkQ

 SRDW

ODVIkULWXOSHULRDGHL

ILQDQ D

'H DVHPHQHD FRQGXFHUHD FRQVLGHU  WRDWH FKHOWXLHOLOH FD UHVXUVH SRWHQ LDOH SHQWUX SLD



&KLDU L GHSDUWDPHQWHOH VDX IXQF LLOH  GH VSULMLQ L DX GHILQLW SLH HOH ORU LQWHUQH GHRDUHFH

VHUYLFLLOH SURGXVH LQWHUQ DX FXPS U WRUL FDUH vL SRW SUHFL]D QHYRLOH YROXPXO FDOLWDWHD HWF OD
IHOFDFHLODO LDFKL]LWRUL
Q PRG VLQWHWLF WRDWH DFHVWH SUREOHPH OHJDWH GH VFRSXO RUJDQL]D LHL VH SUH]LQW 

n cazul

Highlander High, ca n figura nr. 6.


Figura nr. 6
SCOPUL COMPANIEI HIGHLANDER HIGH
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Figura nr. 7
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Figura nr. 8
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