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din tabelul nr.1.

Tabelul nr.1
35,1&,3$/,,,1',&$725,$,$&7,9,7 ,,),50(,$6,$1)22',03257(56

2)$0(5,&$Ì18/7,0,,ù$6( ANI
Indicatorul Anul 1 Anul 2 Anul 3 Anul 4 Anul 5 Anul 6
9kQ] UL 6.920 8.079 9.611 12.672 13.652 14.701
Costul produselor vândute 5.363 6.249 6.997 8.638 9.270 9.820
Profit brut 1.557 1.831 2.614 4.034 4.383 4.881
Cheltuieli de marketing, 900 1.082 1.579 2.562 2.798 3.133
administratLYHúLJHQHUDOH
Venit net 657 749 1.035 1.472 1.585 1.748

În ultimul an, importul de bunuri de consum alimentar a reprezentat 85% din venitul net
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±2%, în ultimii trei ani.

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Acum cinci ani, compania a deschis un birou în Vancouver (Canada), condus de David,
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David s-au materializat în planul de marketing pe care managerul firmei Asian Foods îl analiza
în prezent. Mierea era primul produs ce trebuia avut în vedere pentru export.

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mul de miere pe locuitor crescuse la 0,45 kilograme de la 0,20 kilograme cât
era cu cinci ani înainte.
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Tabelul nr.2
&Æù7,*85,/(ù,35( 8/0,(5,,Ì1&25(($:21,

Anul 1 Anul 2 Anul 3 Anul 4 Anul 5

Venitul mediu lunar per muncitor 245.981 273.119 296.907 324.283 350.965
3UH XO XQXL NLORJUDP GH PLHUH OD 9.700 10.104 10.090 10.052 9.827
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Tabelul nr.3
180 58/'()(50(&25((1(352'8& 72$5(

'(0,(5(ù,352'8& ,$

Anul 1 Anul 2 Anul 3 Anul 4 Anul 5

Fermieri (mii) 51,9 54,2 53,2 51,5 52,8
Stupi (mii) 395 444 451 467 475
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medicinale sau prin magazine specializate în vânzarea mierii.

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erea prin canale pentru produse alimentare autohtone.
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comercial, corelat cu presiuni politice externe – în special din partea SUA – au determinat
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erau permise, dar numai pentru uzul hotelurilor, iar mierea importDW  WUHEXLDV DLE  XQFRQ LQXW

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PLHUH DXWRKWRQ  DWkW WLPS FkW PLHUHD QX HVWH SULQFLSDOD VXUV  GH YHQLWXUL SHQWUX IXUQL]RULL

SURGXF WRULGHPLHUHLDUDFHúWLDVXQWUHODWLYLLQHILFLHQ L$FHDVW PXWDUHHVWHFRPSDWLELO FXUHFHQWD

GHUHJOHPHQWDUHDLQGXVWULHLYLQXOXLXQGHJXYHUQXODDQXQ DWLQWHQ LDVDGHDGHVFKLGHSkQ OD

GLQSLD vQXUP WRULLGRLDQL'DF úLFkQGVHYDvQWkPSODDFHVWOXFUX importatorii coreeni ar putea

DYHDvQYHGHUHPDLPXOWH UL3ULQFLSDOLLSURGXF WRULGHPLHUHVXQW&KLQDPLOLRDQHNJ68$

(91 milioane kg), Mexic (47 milioane kg), Canada (38 milioane kg), Australia (27 milioane kg).
&KLQD HVWH FRQWURYHUVDW  SH PRWLYH SROLWLFH 0H[LFXO úL $XVWUDOLD QX EHQHILFLD]  GH DFHHDúL

DWLWXGLQH IDYRUDELO  FDUH VH vQUHJLVWUHD]  ID  GH &DQDGD ÌQ FD]XO 68$ SURGXF LD LQWHUQ  HVWH

LQVXILFLHQW SHQWUXH[SRUWDFHDVW  DU ILLQGLPSRUWDWRDUHQHW GHPLHUH'HDFHHD$VLDQ)RRGVVH

DúWHDSW FDJXYHUQXOFRUHHDQV SULYHDVF IDYRUDELOLPSRUWXOGHPLHUHFDQDGLDQ 

4. 0LHUHDFDQDGLDQ SHSLD DFRUHHDQ

*UXSXO FRQGXV GH 'DYLG &KDQJ FUHGHD F  PLHUHD FDQDGLDQ  HVWH VXSHULRDU  PLHULL

coreene din mai multe puncte de vedere. Guvernul canadian imSXQHD VSHFLILFD LL GH FDOLWDWH
VXSHULRDUH FHORU FHUXWH GH JXYHUQXO FRUHHDQ *XYHUQXO FRUHHDQ VROLFLW  XQ FRQ LQXW GH ]DK U GH

PLQLPXP  SHUPLWH  XPLGLWDWH úL ]DKDUR]  SkQ  OD  1X VXQW SHUPLúL vQGXOFLWRUL

DUWLILFLDOL úL FXORUL DUWLILFLDOH 0LHUHD FDQDGLDQ  FRQ LQH PDL SX LQ  XPLGLWDWH PDL PXOW ]DK U úL

SDUWLFXOHPDLILQH0XOWHP UFLGHPLHUHFDQDGLDQ GHS úHDXFHULQ HOHPLQLPHDOHVSHFLILFD LLORU

3ULQ FRQWUDVW SUDFWLFLOH UHIHULWRDUH OD SURGXF LD GH PLHUH FRUHHDQ  QX HUDX UHJOHPHQWDWH

AgricultorLLDG XJDXDGHVHD]DK USHQWUXDVSRULYROXPXOPLHULL

$SRLDURPDPLHULLFDQDGLHQHHUDSUHIHUDW FHOHLDPLHULLFRUHHQHÌQ&DQDGDDOIDOIDWULIRLXO

KULúFD úL IORULOH SRPLORU IUXFWLIHUL VXQW SULQFLSDOHOH VXUVH GH QHFWDU $FHVWH SURGXVH GDX XQ JXVW PDL

bXQPLHULLGHFkWSULQFLSDOHOHVXUVHGHQHFWDUFDUHVHJ VHVFvQPRGRELúQXLWvQ&RUHHDÌQSOXVJUDGXO

GHSROXDUHDDHUXOXLPDLVF ]XWGLQ&DQDGDúLOXQJLPHDPDLPDUHDVH]RQXOXLGHFROHFWDUHGDWRUDW 

OLSVHLXQXLVH]RQGHSORLDEXQGHQWHFRQWULEXLHODRE inerea unui gust mai bun.

0LHUHD FDQDGLDQ  DUH vQV  úL DYDQWDMH SULYLQG SUH XO &HO PDL VF ]XW SUH  FX DP QXQWXO vQ

&RUHHDHVWHGH86'SHUNLORJUDPID GHXQSUH GHGHWDOLXPHGLXGH86'vQ&DQDGD$úDFXP

reiese din tabelul nr.4, Asian Foods poatHILIRDUWHFRPSHWLWLY SULQSUH GDWRULW IDSWXOXLF FRVWXOGH

ED] HVWHGH86'SHQWUXPLHUHDGHFHDPDLEXQ FDOLWDWHH[SRUWDW vQ&RUHHD

Decizia privind furnizorul

$VLDQ )RRGV DUH SRVLELOLWDWHD V  DOHDJ  GLQWU XQ QXP U GH IXUQL]RUL GH PLHUH FDQDGLDQ 
-
Ea s-a decis provizoriu asupra firmei Bee Star, cel mai mare furnizor de miere din Canada.
$FHDVWD FROHFWD PLHUHD GH OD IHUPLHUL DSRL R SUHOXFUD úL R DPEDOD SHQWUX DQJURVLúWL %HH 6WDU

HIHFWXDVHGHDVHPHQHDFkWHYDDF LXQLSURPR LRQDOHvQ&DQDGDú i în SUA.

%HH 6WDUH[SRUW GHMDPLHUHF WUH PDL PXOW GH  GH ULDúDF PDUFDHUD ELQHFXQRVFXW  SH

SLD DLQWHUQD LRQDO LQFOXVLYvQ-DSRQLD%HH6WDUHVWHLQWHUHVDW VD úLH[WLQG SLD DvQDVRFLHUHFX$VLDQ

-
)RRGV úL S UHD FODU F  HD SRDWH IXUQL]D VXILFLHQW  PLHUH SHQWUX H[SRUW 0DL PXOW %HH 6WDU DJUHHD] 

DFRUGDUHDF WUH$VLDQ)RRGVDOLFHQ HLH[FOXVLYHSHQWUX&RUHHDFXFRQGL LDFDDQXPLWHFDQWLW LPLQLPH

–FHXUPDXV ILHVSHFLILFDWHODQHJRFLHULOHSULYLQGFRQWUDFWXO V ILHFRPDQGDWHDQXDO

–
Tabelul nr.4
ANALIZA COSTURILOR EXPORTULUI
3UH XOPLHULLSHNLORJUDP
Descriere
(USD)
2,75 3UH FXULGLFDWDvQSRUWXO9DQFRXYHUvQWUH86'úL86'

0,13 &RVWXUL GH WUDQVSRUW YLD PDUH   NJ ERUFDQHODG   GH O ]L vQWU -un
container
0,14 Asigurare, taxe vamale etc.
0,68 7D[ YDPDO GLQSUH XOIDFWXUDW

Total 3,70 3UH IUDQFRSRUWFRUHHDQ

1RW 3UH XOFXULGLFDWDHVWHYDODELOSHQWUXPLHUHDFDQDGLDQ QUGLQDOIDOIDúLWULIRL

 ,Q VFRSXO GH D RE LQH DYDQWDM GLQ UHSXWD LD PLHULL FDQDGLHQH DPEDODMXO úL HWLFKHWD YRU

SXQH DFFHQWXO SH RULJLQHD ³FDQDGLDQ ´ D SURGXVXOXL úL DVXSUD ³SXULW LL´ PLHULL 3ULQ XUPDUH

SURGXVXOYDILDPEDODWúLVLJLODWvQ&DQDGDúLHWLFKHWDW³6LJLODWvQ&DQDGD´

5. Planul de marketing
0LFKDHO *HUDOG úL %RQLWD DX IRVW FX WR LL GH DFRUG F  SLD D FRUHHDQ  D PLHULL PHULWD

LQYHVWLJD LL VXSOLPHQWDUH 3ULQ XUPDUH 'DYLG &MDQJ D SXV OD OXFUX XQ JUXS IRUPDW GLQ WUHL

SHUVRDQH FDUH V  HODERUH]H XQ SODQ GH PDUNHWLQJ 3UHPLVHOH GH ED]  DOH DFHVWXLD HUDX F  $VLDQ

Food Importers of AmHULFD WUHEXLD V  LQWUH SH SLD D FRUHHDQ  D PLHULL DSURYL]LRQDUHD FX PLHUH

FDQDGLDQ  HUD DVLJXUDW  úL QX VH YRU LQYHVWL PDL PXOW GH  86' &HOH FH XUPHD] 

UHSUH]LQW SULQFLSDOHOHSXQFWHGHUHSHUDOHXQXLSODQvQSDWUXHWDSHSHFDUHO -a pus la punct grupul

de lucru.

Un plan de marketing în patru etape

3ULPD HWDS  DUH FD LQW  hotelurile úL VH UHIHU  OD VLWXD LD DFWXDO  vQ FDUH PLHUHD SRDWH IL

LPSRUWDW GRDUSHQWUXIRORVLUHDHLvQKRWHOXULFRQIRUPUHJOHPHQW ULORUH[LVWHQWHÌQDFHDVW ID] 

eforturile VH YRU FRQFHQWUD DVXSUD KRWHOXULORU SHQWUX D RE LQH EXQ YRLQ D JXYHUQXOXL úL SHQWUX D

FkúWLJDXQFDSGHSRGSHSLD DFRUHHDQ 

Etapa a doua are în vedere KRWHOXULOH úL VHFWRUXO PHGLFDO (D YD GHYHQL HIHFWLY  R GDW 

FX GHVFKLGHUHD SLH HL PLHULL GH F WUH JXYHUQXO FRUHHDQ úL FX UHOD[DUHD UHVWULF LLORU OD LPSRUW

$QXPLWH UHVWULF LL VH DSOLF  vQF  ÌQ DFHVW SXQFW DO SODQXOXL VH SUHVXSXQH F  FRQVXPDWRULL

FRQVLGHU  vQF  PLHUHD XQ PHGLFDPHQW PDL GHJUDE  GHFkW XQ DOLPHQW 3ULQFLSDOD VWUDWHJLH FRQVW 

în realizarHD YkQ] ULORU SH SLD D PHGLFDPHQWHORU úL RE LQHUHD HYHQWXDO  D GRPLQD LHL SH DFHDVW 

SLD ÌQDFHODúLWLPSYDILvQFHUFDW RS WUXQGHUHOLPLWDW SHSLD DDOLPHQWDU 

$ WUHLD HWDS  O UJHúWH VIHUD úL DUH vQ YHGHUH PLHUHD DWkW FD PHGLFDPHQW FkW úL FD

aliment (D YD GHYHQL RSHUDWLY  DWXQFL FkQG DWLWXGLQHD FRQVXPDWRULORU ID  GH PLHUH VH YD

VFKLPEDÌQDFHDVW ID] PDMRULWDWHDFRQVXPDWRULORUYRUDYHDGHVXIHULWRVFKLPEDUHFXOWXUDO úL

YRU FRQVLGHUD PLHUHD FD DOLPHQW PDL GHJUDE  GHFkW PHGLFDPHQW 6WUDWHJLD GH ED]  HVWH GH D

S VWUD VHJPHQWXO SLH HL PHGLFDPHQWHORU úL GH D RE LQH XQ VHJPHQW DO SLH HL SURGXVHORU

alimentare.
$SDWUDHWDS FRQVLGHU F PLHUHDDDMXQVV ILHXQDOLPHQW(DYDILDWLQV DWXQFLFkQG

DEXQGHQ D RIHUWHL GH PLHUH R YD WUDQVIRUPD vQWU -o maUI  RELúQXLW  ÌQ PRG VLPLODU FX VLWXD LD

DFWXDO GLQ$PHULFDGH1RUGFRUHHQLLYRUDYHDYHQLWXULVXILFLHQWHSHQWUXDFXPS UDPLHUHDFDSH

XQ DUWLFRO RELúQXLW vQ PRG IUHFYHQW ÌQ DFHDVW  ID]  VWUDWHJLD HVWH GH D PHQ LQH úL S VWUD

SURILWXULOH vQ FRQGL LLOH XQRU SUHVLXQL DQWLFLSDWH DOH FRQFXUHQ HL ÌQ PRPHQWXO DFWXDO DFHDVW 

HWDS DSURJUDPXOXLQXYDILGH]YROWDW 

ETAPA I
Mediul ([LVW  PDL PXOWH DVSHFWH VHPQLILFDWLYH FH WUHEXLH DYXWH vQ YHGHUH $FXP YD IL

SHQWUX SULPD GDW  FkQG PLHUHD FDQDGLDQ  HVWH LQWURGXV  vQ &RUHHD vQ VFRSXUL FRPHUFLDOH 0XO L

FRUHHQL DX vQFHUFDW PLHUHD FDQDGLDQ  GDU HD HUD R DPLQWLUH GLQWU R F O WRULH VDX XQ FDGRX GH OD
-
UXGH FDUH HPLJUDVHU  vQ &DQDGD 0LHUHD FDQDGLDQ  QX YD IL vQ PRG GLUHFW OD vQGHPkQD

FRUHHQLORU GHRDUHFH WRDW  PLHUHD LPSRUWDW  YD IL XWLOL]DW  QXPDL vQ KRWHOXUL ÌQ DFHDVW  ID] 

ILUPDFDQDGLDQ WUHEXLHV DLE vQYHGHUHPHGLXOGHDIDFHULvQVSHFLDO

'LQ SXQFW GH YHGHUH OHJDO vQ DFHVW PRPHQW H[LVW  R UHVWULF LH OD LPSRUW PLHUHD SRDWH IL

LPSRUWDW QXPDLSHQWUXX]XOKRWHOXULORU$VLDQ)RRGVHDúWHDSW FDDFHVWOXFUXV VHVFKLPEHGDU

DFHDVWD VH YD vQWkPSOD FHO PDL SUREDELO SDV FX SDV GLQ FDX]D SUHVLXQLORU H[HUFLWDWH GH F WUH

SURGXF WRULLGHPLHUHFRUHHQL

ÌQFHHDFHSULYHúWHP ULPHDSLH HLvQ&RUHHDH[LVW PD ximum 300 de hoteluri, dintre care

FLUFDVXQWFRQFHQWUDWHvQSULQFLSDOHOHSDWUXRUDúH6HXO3XVDQ'DHJXúL,QFK}Q

'HúL vQ SUH]HQW QX H[LVW  LPSRUWDWRUL PDMRUL WUHEXLH DYXW  vQ YHGHUH DPHQLQ DUHD

FRQFXUHQ HL PLHULL SURYHQLW  GLQ DOWH VXUVH FDQDGLHQH , inclusiv din Australia. Punctul forte al
FRPHUFLDOL] ULL PLHULL FDQDGLHQH HVWH LPDJLQHD &DQDGHL FD R DU  PDUH QHDOWHUDW  QHSROXDW  úL

QDWXUDO  3H OkQJ  FRQFXUHQ LL VWU LQL H[LVW  PDL PXOWH FRPSDQLL ORFDOH FDUH YkQG PLHUH FXP

VXQW 'RQJ 6HR )RRG úL +DQ <DQJ )RRG $WkW WLPS FkW SUH XO PLHULL ORFDOH HVWH IRDUWH VF ]XW

GDF  $VLDQ )RRG LQWURGXFH PLHUHD FDQDGLDQ  OD XQ SUH  VF ]XW HVWH SRVLELO FD FRQFXUHQ D V 

UHQXQ HODSLD DPLFLORUKRWHOXUL

Produsul. Principalii consumatori de miere în hotelurile corHHQH YRU IL VWU LQLL $VLDQ

)RRG YD RIHUL QXPDL PLHUH GH FDOLWDWH VXSHULRDU  OLFKLG  &DQDGD QU $OE  GHRDUHFH FHL PDL

PXO L VWU LQL R SUHIHU  $FHDVWD QX OH YD SODFH QXPDL VWU LQLORU úL YD SHUPLWHILUPHL V  RE LQ  XQ

mic cap de pod în rândul consumatorLORU FRUHHQL vQ P VXUD vQ FDUHFRUHHQLL FX YHQLWXUL ULGLFDWH

UHSUH]LQW  GH DVHPHQHD XQ VHJPHQW LPSRUWDQW DO SLH HL KRWHOXULORU $FHVWH DVSHFW HVWH IRDUWH

LPSRUWDQW GHRDUHFH $VLDQ )RRG SO QXLHúWH V  H[SRUWH PLHUH FDQDGLDQ  SHQWUX FRQVXP vQ DIDUD

hotelurLORUvQHWDSDXUP WRDUH

*UXSXO GH OXFUX D GHFLV V  QX ILH LQWURGXVH SH SLD D FRUHHDQ  DOWH IRUPH DOH PLHULL GH

FDOLWDWHVXSHULRDU vQDFHDVW ID] DWkWWLPSFkWRELHFWLYXOHVWHGRDURE LQHUHDXQXLFDSGHSRGvQ

&RUHHDvQYHGHUHDWUHFHULLODHWDSDXUP WRD re. Profitabilitatea nu este un obiectiv major în etapa I.

3UH XO $VLDQ )RRGV YD SUDFWLFD FHO PDL VF ]XW SUH  SRVLELO vQ VFRSXO S WUXQGHULL vQ FkW

mai multe hoteluri, în acest fel permL kQG FkW PDL PXOWRU FRUHHQL V  DLE  DFFHV OD PLHUHD
FDQDGLDQ  3UH XO VF ]XW DO PLHULL FDQDGLHQH SH FDUH FRUHHQLL O
-ar putea considera ca pe un
VHPQDO DO FDOLW LL UHGXVH QX YD IL FXQRVFXW GH F WUH FRQVXPDWRULL SRWHQ LDOL DWkW WLPS FkW

hotelurile îl vorULGLFDDúDvQFkWHOQXDYHDXQLPSDFWQHJDWLYDVXSUDLPDJLQLLPLHULLFDQDGLHQH
&HOPDL VF ]XW SUH  SHQWUX DWLQJHUHD SUDJXOXL GH UHQWDELOLWDWH HQJO EUHDN-even point) pe

NLORJUDPHVWHGH86'GXS FXPUHLHVHGLQWDEHOXOQU

Tabelul nr.6
CALCULUL PR( 8/8,3(1758$7,1*(5($35$*8/8,
DE RENTABILITATE (MEDIA PE 3 ANI)
1. Cost kg. (Franco port coreean) 3,70 USD
2. 9kQ] ULDQXDOHNJKRWHOXULFXNJKRWHO 40.000 kg
3. &RVWXOP UILLYkQGXWHî86' 148.000 USD
4. &KHOWXLHOLDGPLQLVWUDWLYHúLSURPR LRQDOH 92.000 USD
5. Cheltuieli totale 233.000 USD
6. 3UH minim aproximat 6,0 USD/kg

Presupuneri:

1. &DQWLWDWHDPHGLHFXPS UDW SHKRWHO = 500 kg/an

2. 0 ULPHDSLH HLúLFRWDGHSLD ODVIkUúLWXOHWDSHL,

KRWHOXULvQRUDúHî = 80 hoteluri
3. Cheltuieli cu personalul = 40.000 USD
4. Chiria biroului = 20.000 USD
5. &KHOWXLHOL QHFHVDUH LQVWDO ULL úL IXQF LRQ ULL ELURXOXL

comercial (calculate pentru mai mult de 3 ani) = 17.000 USD

6. 3URJUDPGHGLVWULEX LHGHPRVWUHPHGLDSHDQL = 5.000 USD
7. 5H HWDU = 10.000 USD
Total = 92.000 USD

$VLDQ )RRG QX FXQRDúWH SUH XO SUREDELO DO FHORUODOWH VRUWLPHQWH GH PLHUH LPSRUWDWH GDU

FKHOWXLHOLOH GH WUDQVSRUW úL DOWH FKHOWXLHOL DVHP Q WRDUH YRU IL VLPLODUH ÌQ FHHD FH SULYHúWH

FRVWXULOH SURGXF LHL vQ $XVWUDOLD ILUPD FUHGH F  DFHVWHD VXQW DSUR[LPDWLY OD IHO FX DOH HL (D YD

SXWHDDG XJDSkQ OD86'NJúLWRWVHYDPHQ LQHPXOWVXESUH XULOHFRUHHQHDFWXDOH

 'LVWULEX LDÌQSUH]HQWPLHUHDXWLOL]DW vQKRWHOXULSRDUW PDUFDGLVWULEXLWRUXOXLFXPHVH

cazul firmei Seo VDXDO+DQ<DQJ3ULQFLSDOHOHSURGXVHDOHILUPHORU'DQJ6HRúL+DQ<DQJVXQW

FDIHDXD úL GLIHULWH E XWXUL PLHUHD QX SUH]LQW  SHQWUX HOH XQ LQWHUHV PDMRU $FHVWH ILUPH

FROHFWHD]  PLHUHD GLUHFW GH OD SURGXF WRUL VXSXQkQG R DSRL XQHL SUHOXFU UL PLQLPH úL
-
distribuind-RSULQFDQDOHOHSURSULL&HOHPDLPDULKRWHOXULFXPS U PLHUHDGLUHFWGHODDJHQ LDGH

GLVWULEX LHFDUHHVWH SURSULHWDWHDILUPHL UHVSHFWLYH GDU KRWHOXULOHPDL PLFL FXPS U  PLHUHD GH OD

supermagazinele din apropierea lor. Calitatea acestei mieri eVWH LQIHULRDU  FHOHL FDQDGLHQH úL

SUH XOHVWHFRQVLGHUDELOPDLULGLFDW

6WUDWHJLD GH GLVWULEX LH D ILUPHL $VLDQ )RRG HVWH V -úL GHVFKLG  SURSULXO ELURX FRPHUFLDO

FXRIRU GHYkQ]DUHIRUPDW GLQGRX SHUVRDQHvQ6HXO$FHDVW DPSODVDUHDIRVWDOHDV GDWRULW 

SR]L LHLVDOHGHFHQWUXSROLWLFHFRQRPLFFXOWXUDOúLVRFLDODO&RUHLL2UDúXOGH LQHGHDVHPHQHD

RWUHLPHGLQ KRWHOXULOH ULL2GDW FHELURXOGLQ6HXOYD ILGHVFKLVILUPDFDQDGLDQ  vO YDXWLOL]D

FD ED]  SHQWUX FRQVWLWXLUHD XQRU FDQDOH GH GLVWULEX LH GLUHFW  F WUH KRWHOXULOH GLQ FHOHODOWH RUDúH

importante.
Promovarea. Asian Food va urma trei strategii de promovare diferite. Prima este cea
ED]DW  SHFRQWDFWH SHUVRQDOH LQGLYLGXDOH HQJO SHUVRQ-to-SHUVRQ úL SH YL]LWH OD GRPLFLOLX HQJO

door-to-GRRU $FHDVW  DERUGDUH HVWH SRVLELO  GHRDUHFH SLD D KRWHOLHU  HVWH OLPLWDW  vQ FHHD FH
SULYHúWHDPSODVDUHDúLQXP UXOKRWHOXULORUFHRFRPSXQ LQWHOHSULQFLSDOHYRUILFRQGXF WRULLGH

UHVWDXUDQWH úLVDX EXF W ULL 2 UHOD LH VWUkQV  vQWUH XQ YkQ] WRU úL XQ PDQDJHU úLVDX XQ EXF WDU

HVWHXQIDFWRUIRDUWHLPSRUWDQWSHQWUXYkQ] ULvQ&RUHHDúL$VLDQ)RRGWUHEXLHV VWDELOHDVF úLV 

PHQ LQ  UHOD LL IRDUWH EXQH $ GRXD VWUDWHJLH SUHVXSXQH GLVWULEXLUHD GH PRVWUH JUDWXLWH

hotelurilor.
Deoarece firma este convLQV  F  PLHUHD FDQDGLDQ  HVWH GH R FDOLWDWH QHW VXSHULRDU  FHOHL

ORFDOH úL DUH XQ SUH  PDL VF ]XW HD VLPWH F  GLVWULEXLUHD GH PRVWUH JUDWXLWH HVWH R FDOH EXQ  GH

VWDELOLUH D XQRU UHOD LL EXQH FX KRWHOXULOH )LHFDUH PRVWU  YD DYHD DFHHDúL P ULPH úL IRUP  F u
DPEDODMXO PLHULL FDUH YD IL YkQGXW 9kQ] WRULL YRU DYHD DFHVWH PRVWUH OD HL FkQG YRU YL]LWD

hotelurile.
$ WUHLD VWUDWHJLH FRQVW  vQ WLS ULUHD úL GLVWULEXLUHD XQRU UH HWDUH FDUH YRU VSXQH GH

DVHPHQHD LVWRULD PLHULL FDQDGLHQH %URúXULOH YRU GD EXF WDULO or din hoteluri noi idei pentru
vQWUHEXLQ DUHDPLHULLúLSRWILXWLOL]DWHúLvQHWDSHOHFDUHYL]HD] FRQVXPDWRULL

Bugetul de marketing $VLDQ )RRG SRDWH DORFD SkQ  OD  86' SHQWUX DFHDVW 
HWDS FDUHYDGXUDSUREDELOWUHLDQL(DHVWLPHD] F DWkW
va fi suficient pentru punerea la punct
úLIXQF LRQDUHDELURXOXL GLQ6HXO8QPDQDJHU FDUHYDVWDSHUPDQHQW vQ&RUHHDYDILUHVSRQVDELO

SHQWUX DIDFHULOH LQL LDOH úL FHL GRL YkQ] WRUL YRU IL DXWRKWRQL ÌQ SUH]HQW ILUPD QX DUH vQ YHGHUH

trimiterea de persoQDO VXSOLPHQWDU vQ &RUHHD 'H DVHPHQHD HVWH GLVSRQLELO VSD LXO VXSOLPHQWDU
celui alocat birourilor actuale din Seul. Costurile cu personalul vor fi de 40.000 USD pe an, iar
FKLULDELURXOXLúLFKHOWXLHOLOHDIHUHQWHYDILGH86'DQXDO

CheltuielilH QHFHVDUH LQVWDO ULL úL IXQF LRQ ULL ELURXOXL VXQW HVWLPDWH V  ILH GH PD[LPXP

86'GLQFDUH86'SHQWUXGRX PDúLQLúL86'SHQWUXPRELO úLLQVWDODUH

*UXSXOGHOXFUXFUHGHF HVWHLPSRUWDQW DFWXDOL]DUHDUH HWDUXOXLvQPRGUHJXODW

PDUWHDFHDPDLLPSRUWDQW DEXJHWXOXLSHQWUXDFHDVW HWDS YDILDORFDW SHQWUXHIHFWXDUHD

GH OREE\ SH OkQJ  JXYHUQ (D HVWH HVWLPDW  OD R VXP  GH SkQ  OD  86'  86'

pentru fiecare din cei trei ani).

(úDORQDUHDvQWLPS$VLDQ )RRG YDvQFHSH V H[SRUWHPLHUHDFDQDGLDQ vQ LDQXDULHDQXO

YLLWRU (D XUP UHúWH V  VH FRQFHQWUH]H DVXSUD 6HXOXOXL vQ SULPXO DQ úLDSRL V  VHH[WLQG  vQPRG

JUDGXDO F WUH 3XVDQ 'DHJX úL ,QFK õn. Strategiile primei etape vor continua pân  FH JXYHUQXO

coreean va deschide pia D PLHULL 'HúL QX VH SRDWH VWDELOLFkQG VH YD vQWkPSOD DFHVWOXFUXILUPD
DQWLFLSHD] F QXYDILPDLGHYUHPHGHWUHLDQLGDW ILLQGWHQGLQ DDFWXDO D&RUHHLF WUHRSLD 

PDLGHVFKLV 

3URJUDPXO GH DF LXQH &HOH WUHL RELHFWLYH VXQW  FkúWLJDUHD D  GLQ SLD D

UHVWDXUDQWHORUGLQKRWHOXULvQFHOHSDWUXRUDúHPDMRUHvQWUHLDQLGHVFKLGHUHDSLH HLFRUHHQHFkW

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calculate la 10 USD pe kilogram.

Comportamentul consumatorilor trebuie avut, de asemenea, în vedere. Viziunea
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mierea. El trebuie luat în considerare în toate strategiile. Asian Food a realizat contacte cu o
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Han Yang Food.

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introducerea produsului n-D DYXW VXFFHV GLQ FDX]  F  PLHUHD FUHPRDV  YkVFRDV  DUH UHSXWD LD

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Canada pentru autenticitate.

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este disponibiOSHVFDU ODUJ vQKRWHOXUL

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punct.
În timpul acestei etape a planului de marketing., Asian Food va începe distribuirea mierii
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dicinale.
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aspect va deveni un factor important al etapei a treia.
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DUHPLHUHDH[SRUWDW GHHD

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autenticitatea mierii canadiene.

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utilizeze.
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50.000 USD pe an, timp de zece ani.

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diferitele strategii publicitare.

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produselor alimentare îl face greoi în folosire.

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FRQúWLHQWL]DUH F  PLHUHD HVWH XQ DOLPHQW ÌQ DFHDVW  HWDS  PHVDMHOH SURPR LRQDOH YRU YL]D SH

FHLFDUHDXYHQLWXULPHGLLúLPDULGHRDUHFHSUH XOPLHULLYDU PkQHULGLFDWvQFRQWLQXDUH

Bugetul0 ULPHDWRWDO DSLH HL PLHULLHVWHSURLHFWDW vQWHUPHQLEUX LSUHFDX LD ILFHO

SX LQHJDO FXP ULPHDSLH HLDFWXDOH

3LD D 3URGXF LDDXWRKWRQ DFWXDO î3UH XOFXULGLFDWD 

= (18,5 milioane kg) × (6 USD.kg) =

= 111 milioane USD.
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Tabelul nr.7
&225'21$7(/(352,(&7$7($/(3,( (,0,(5,,

ù,$/(32=, ,(,),50(,$6,$1)22'

Minim Maxim
0 ULPHDSLH HL 111 milioane USD 111 milioane USD
&RWDGHSLD 30% 60%
9kQ] ULDQXDOH 33 milioane USD 67 milioane USD
0DUM DQJURV 15% 20%
Profit 5 milioane USDS 13 milioane USD

7UHEXLH PHQ LRQDW F  SURILWXO FDOFXODW PDL VXV QX LQFOXGH FUHúWHUHD DúWHSWDW  D FHUHULL

înaintea etapei a treia 'H DFHHD SURLHF LLOH YRU IL PDL FRUHFWH OD vQFHSXWXO HWDSHL vQDLQWHD
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I FXWRWUHDE WHPHLQLF úLWUHEXLHIHOLFLWD L

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ÌQ VDO  VH O V  OLQLúWHD (FKLSD GH FRQGXFHUH D ILUPHL $VLDQ )RRG DúWHSWD FD 0LFKDHO

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0LFKDHO &KDQJ I FX R SDX]  DSRL FRQWLQX  ³$FHDVW  ILUP  RSHUHD]  GHMD OD FHOH PDL

înalte standarde etice. Uneori, acest lucru ne-DFRVWDW'DUHXFUHGF SHWHUPHQOXQJFHHDFHG 

VHQV DIDFHULORU EXQH HVWH V  IDFL FHHD FH WUHEXLH 3XWHP úL WUHEXLH V  LQWU P vQWU R DU  úL V 
-
FRQYLQJHP RDPHQLL V  VFKLPEH VHFROH GH WUDGL LH" 3XWHP úL WUHEXLH V  vQFHUF P VFKLPEDUHD

valorilor culWXUDOHSHQWUXFDV RE LQHPSURILW"´

%RQLWD:RRDSURDSHvQ HSHQLFXFDIHDXDvQPkQ  ³1XFUH]LF HúWLXQSLFPHORGUDPDWLF

0LFKDHO"´vQWUHE HD

Gerald Tang, care era în favoarea ideii de a exporta miere în Coreea, era impresionat
WRWXúLGHSODQXOOXL'DYLG(OHUDFRQYLQVF 'DYLGYDOXSWDDSULJSHQWUXHO*HUDOGVHJkQGHDF 

YDILRvQWkOQLUHLQWHUHVDQW 

Probleme de rezolvat:
1. $QDOL]D L HWDS  FX HWDS  úL SXQFW FX SXQW SODQXO HODERUDW GH 'DYLG &KDQJ úL HFKLSD OXL

având ca repere orientative: istoricul úL H[SHULHQ D ILUPHL $VLDQ )RRG PLHUHD FDQDGLDQ  úL

SLD DFRUHHDQ 

2. 3H ED]D UH]XOWDWHORU GH OD SXQFWXO DQWHULRU VFRDWH L vQ HYLGHQ  SXQFWHOH WDUL úL VO ELFLXQLOH

SODQXOXL$UJXPHQWD L

3. &HGHFL]LHFUHGH LF WUHEXLHV ILHOXDW vQXUPDGH]EDWHULORUGLQúHGLQ DGHOXQLGLPLQHD D"